skin
A SHOWCASE
for all seasons
WINTER IS THE IDEAL TIME TO REASSESS YOUR CLIENTS’ skin care routines and assist them in product choices as their skin adjusts to colder temperatures and drier conditions. Typically, promoting products that are more hydrating and richer in texture is recommended. Also, change the frequency of exfoliating, mask application and treatments targeting specific concerns. As sun exposure is limited during these months, lightening and brightening treatments are highly recommended. For example, peels that will intensely exfoliate the skin to counteract hyperpigmentation and uneven complexion can be particularly beneficial. So if everyone benefits from a change-up in their skin care routine, how can the esthetician not only survive but thrive in the competitive skin care market? Here’s an idea: Showcase the seasons! Throughout the years, express services or mini-treatments have become the perfect venue in which to highlight your specials, your space and most importantly—your services! The following article outlines how to promote, host and benefit from a seasonal showcase event. And the best part? The seasonal showcase event format can be easily modified to fit any season of the year, making it an event that you can rely upon to build your business and customer awareness for years to come. Remember, the secret to an effective showcase is planning. Grab a piece of paper and begin to plot out your most successful year yet with these tips!
Showcase event guidelines • Announce your showcase event by using social media, newsletters and other outlets. Impress upon your clients that this is the perfect time to get acquainted with your services and to take advantage of any service and product specials you will be promoting during this event. Make sure to put an expiration date on the invite. Offer your seasonal showcase event only once during each season. Keeping your clients focused on specific days or weekends boosts the sense of urgency, and compels them to make and keep their appointments.
• Treatment times should be brief, limited to 25 minutes or less, and the cost of the treatment should be minimal. • We recommend that seasonal showcase events debut at the beginning of the season. By doing so, you will draw on the excitement of the new season. • You will be busy doing mini-treatments and may need help with rebooking, selling retail and welcoming the next guest. If you are the sole service provider (single room esthetician) or work for yourself, you may want to hire a friend or family member to help you out during your event. Remember that you can’t do it all. Ask for help! • Treatment costs should be minimal. Focus on growing your client base, retailing and rebooking.
Winter seasonal showcase As previously mentioned, winter is a perfect time to promote your business by hosting a showcase peel party. Introduce your clients to your services by taking advantage of the natural draw to sensory seasonal items during the winter months. For inspiration, look at popular candle companies and coffee shops that do this well. Offering these seasonal services enables you to shake up your service menu and attract new clients. Limiting these services to specific months drives up demand. Seasonal services may include fruits such as pomegranate and orange-berry enzymes, followed by fragrant wintermint or goji berry hydrating masks. Have fun with your treatment room and lobby! Don’t be afraid to decorate for the holidays to create a holly jolly atmosphere for your clients. Focus retail sales on winter weather items, such as creamy cleansers, hydrating serums and moisturizers to combat winter weathered skin. Creating unique gift sets is another way to boost retail sales, so get creative with your top selling items and highlight a “Best of (your business name here)” holiday gift set. Post-holiday blues are quickly forgotten as springtime approaches! Replace your holiday decorations with beautiful spring flowers and bright, cheery colors as you prepare for the upcoming season. continues
BY DAVE WAGGONER AND CANDACE VALENZUELA
LNEONLINE.com • Page 31