THE
lipstick
EFFECT
HOW COSMETICS CAN BECOME YOUR SPA’S SECRET MONEY MAKER
A
by Lauren Snow
As estheticians, our primary focus is our client’s face. We analyze, cleanse, exfoliate, moisturize, and protect it. Our clients come to us because they want help improving their skin conditions and feeling better about themselves. But what if there’s something you’re missing in your business that could help you do this more successfully? Most women wear at least one type of makeup every day, whether that’s concealer, mascara, eyeliner, or lip color. Most clients come to you for improving their appearance. But are your clients buying cosmetics from you to complement the esthetic treatments they receive? Let’s take a look at some ways to turn makeup into an essential part of your business growth, how to market and sell it, and how it can contribute to your clients’ overall satisfaction.
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WHY MAKEUP SELLS
To understand makeup sales, we must first understand why makeup sells. It’s no secret that women love beauty products. There’s nothing like the hunt for a new shade of lip color among a sea of colorful reds, pinks, mauves, and nudes. It’s this same hunt that can be done hundreds of times over when the customer is looking for a lipstick that evokes a specific emotion. Some shades can make the wearer feel confident, sexy, professional, natural, or even what some women describe as “complete.” The truth is, women enjoy the discovery of something new and how specific colors make us feel. Cosmetics are as accessible as buying a toothbrush, and sometimes only a grocery store aisle apart. They are available in nearly every drug store, convenience store, grocery store, and department store. The reason? Because there is money to be made in makeup. In other words, makeup sells. With competition like Maybelline and Revlon, you may be thinking it’s a market you don’t want to enter, but I’d encourage you to think again. There are three primary ways you can incorporate a makeup line into your business with a profitable bottom line. You can add makeup to the end of your professional treatments, use it as a standalone service, or sell it for home use.
THE GRAND FINALE
Amy Amaral, owner of Pure Skin Aesthetic Salon in Salinas, California, says, “In school, we’re taught that you shouldn’t apply makeup to skin that has just received a facial, but I found a makeup line that is not only safe for the skin post-treatment, but nourishes the skin as well.” Amaral says her makeup line accounts for 30–40 percent of her overall retail sales. She also credits her range of products in helping boost her income significantly and improving her service-to-retail ratio.
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When we consider the motivators for why clients buy makeup or seek facials, it all boils down to one thing—they care about their appearance. It is a disservice to your client to let them leave looking worse after a facial than before they came in, regardless of how many extractions or the level of exfoliation they received. Redness is often a byproduct of facial stimulation and a simple one to correct by applying a light mineral dusting after treatment. “One of the best ways I’ve been able to sell makeup is to show clients how great their skin can look post-treatment,” says Amaral. Whether you add a beauty balm, colorcorrecting cream, or a mineral dusting, consider adding this as a final step of your facials and making it a standard protocol. Not only will your clients appreciate the redness remedy, but they will want to know how they can purchase their “esthetician-approved” makeup.
STAND-ALONE SERVICES
Gone are the days where carrying a makeup line meant you only wanted to get a piece of the bridal business. There are many different reasons clients seek professional makeup services, with just one of them being wedding-day festivities. Special Event Section Consider adding a “special event makeup” section to your spa menu, an offering of a stand-alone service makeup application service. From nights out on the town, family photos, and holiday parties, to life’s many celebrations, there’s always a reason for a professional makeup application. A quick marketing tip: Just like fine china is only used for special occasions, be sure to stay away from calling your offerings “special occasion” makeup or you’ll only be doing makeup for weddings and funerals.
Redness is often a byproduct of facial stimulation and a simple one to correct by applying a light mineral dusting after treatment.
Easy Ways to Add Makeup to Your Treatments • Add a swipe of lip balm at the end of the service. (Make sure you have them on hand to retail, as well!) • After lashes, add concealer under the client’s eyes. • After waxing, add a mineral dusting and use a brow pencil to fill in, then use a highlighter to show off that newly defined brow.
Aisle Style If you do decide to hit the bridal market, Amaral recommends making sure you’re charging enough money for on-location services to offset what you would be making during that time in the spa. She says, “Include your travel and setup times in your calculations, so you’re not losing money.” While adding bridesmaids, family members, and special guests to the makeup services list can help make your trip worthwhile, be sure you’re charging what your professional services are worth. Client Crash Course Many times, people don’t wear a lot of makeup because they are afraid of looking too overdone or they stay away from it because they don’t know how to appropriately use it. Consider offering one-on-one lessons or a
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group class to teach makeup types, usage, and applications that are appropriate for different skin types/tones. By hosting, you can channel your inner product rep by dropping powerful nuggets of product knowledge that will boost excitement about your line and promote product loyalty. You can take this a step further and do seasonal sessions. For instance, a Mother’s Day promotion with a “mom and me makeup” date allows clients to bring a family member and spend time with them while learning and purchasing products from you. Another way you can do this is with an evening makeup crash course around the holidays, and market it to your clients as an opportunity to look great for their upcoming parties with their new makeup and knowledge.
MARKET IT
Once you have an idea of what you want to offer your clientele, marketing it to them is the second step and should start the moment they book their appointment— and shouldn’t end until long after they’ve left the treatment room. Update Your Space You’ll want to update the information on your spa menu and on your website as soon as possible. Ask your brand rep (if you have one) for shelf-talkers, table-talkers, and any other marketing pieces that may help influence the sale and raise awareness of your new line. Be creative in highlighting your marketing materials. You can add them to your waiting area, treatment room, restroom sink, and other areas a client may visit. You can virtually add information on your website, appointment emails, social media pages, and even email signature.
Cosmetics are as accessible as buying a toothbrush, and sometimes only a grocery store aisle apart. They are available in nearly every drug store, convenience store, grocery store, and department store. The reason? Because there is money to be made in makeup. In other words, makeup sells.
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Consider offering one-on-one lessons or a group class to teach makeup types, usage, and applications that are appropriate for different skin types/tones. On the Phone When your client calls to book an appointment, tell them, “We’ll see you next Thursday for your facial, and while you’re here, be sure to check out our beautiful new makeup line in the spa!” When you do confirmation calls or emails, make sure to mention the makeup line again, with any current promotions or offerings that are available. If you have an opening after your client, you could even offer a makeup consultation after their facial. Upon Arrival Before taking your client to your treatment room, ask them if they have had a chance to look at the new eyeshadow colors or the new lip colors you just got in. Even if they say no and there isn’t time for it now, it’s staying top of mind for them to check out after the service.
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In the Service When you offer a light mineral dusting after their facial and a pop of lip balm, let them know what you’re doing and why. You could just do half of their face and hand them a mirror so they can see the difference before doing the other side. Be sure to explain the benefits of this specific makeup while you’re doing it, and then ask them how it feels—and if they have any questions—as you’re walking them out. Before checking out, ask them if they would like to look at the makeup. If they show interest but time doesn’t allow, schedule your client for a one-onone makeup consultation where you can show her how to apply the makeup and let her touch and see all you have to offer. Before and Afters Sell Anyone can make a beautiful person look more beautiful, but it takes real talent to make real people look flawless. After getting permission from your clients, start building a portfolio of before-and-after images of your makeup applications so your clients can see how talented you are. And put those images on your website and social media!
HOW TO SELL
Retail sales are the health of your spa business; it is as essential to staying profitable as it is to staying competitive. If you’re uncomfortable selling retail, it is imperative to practice selling until you’re confident. After all, you’re not selling, you’re recommending. When it comes to beauty products, if your clients aren’t buying it from you, they are absolutely buying it from someone else. It is your job as an esthetician to offer an all-inclusive approach of professional treatments, effective home care, and supportive lifestyle recommendations.
Partner with a Professional Cosmetics Line In choosing a product line, it is crucial to select one that works well with skin care professionals to help you build brand loyalty. You’ll also want to make sure it complements the professional treatments you provide in your spa, meaning it won’t cause harm or irritate the skin post-treatment. Research pro lines to learn about ingredients, marketing materials, training, and customer support. Consider Your Clientele Before selecting the makeup items to bring into your spa, consider your clientele. Is your clientele an older demographic? If so, shimmery and sparkly products won’t likely appeal to them. On the other hand, lightweight, hydrating foundations, soft blushes, and gentle bronzers are likely to be a hit. Remember you don’t have to inventory every SKU to offer your clients a great makeup package. Listen and Learn So much of retail success is credited with getting to know your client and addressing their pain points. When we ask questions about what they like and don’t like, we can learn so much from them. The more we listen, the more we learn. Ask your client open-ended questions that help you gain specific information, like, “What are the ways you use makeup at home?” and “What do you like in a foundation?” These will yield answers that can steer you right to the “full-coverage, stay-put, natural-looking, matte mineral foundation” your client wants. Another way you can use listening to your advantage is by remembering conversations in the treatment room. If your client snagged an invitation to a swanky party, ask your client if they would like to come in for a makeup application before
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How to Set Up a Makeup Station Makeup allows women self-expression and confidence in a way that lets them accentuate their favorite features and downplay the ones they don’t like. Having an interactive makeup station where clients can try products makes selling easy. Make sure to keep your makeup organized, free of dust and debris, and away from high-traffic areas. Here’s what you need: • Large, stable mirror • Bright, natural light or makeup lighting • Tall chair for client to sit at eye level to you • Quality makeup brushes • Table for makeup display and applications • Brush and makeup sanitizer • Sponges, cotton swabs, and makeup wipes • Enough space that you can move around
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the party. If your client mentions they are going to a PTA meeting after their waxing appointment, ask them if they’d like you to do a quick 15-minute makeup refresh. Write This Down Just as you keep notes about skin care products used and make recommendations based on your client's skin type, do the same for makeup. Circle the top three products you want your client to start with and hand the list to them. As you’re walking your client out, you can say, “Which products would you like to take home today?” Perfect for You Makeup doesn’t have to include a lot of guesswork, but many people are unsure which colors to use on their eyes for fear of looking inappropriate. You can overcome this by offering color recommendations based on color theory and adding, “This color is perfect for your eyes” or “This is a great match for you.”
Challenge Perception If your clients object to your makeup because of pricing or loyalty to another brand, you can kindly offer facts about those brands and why yours is esthetician-approved because of its noncomedogenic qualities and antioxidant properties, to name a couple. Two is a Pair Complementary items are things like shampoo and conditioner, oil and vinegar, and hammer and nail. Go through your inventory of products and make a mental note of the things that pair together well, and make an effort to sell these together. For instance, mineral powder and setting spray make a great couple, as does an eyeliner pencil and a sharpener. If a client shows interest in one, you can always piggyback the other with it.
Ask for It The best way to close a sale is to ask for the sale itself. You should always ask, “What products do you need to stock up on today?” or “Which products would you like to take home today?” And remember, if you don’t ask, the answer is always no. If a client buys a product from you, studies show the likelihood they come back is increased tremendously, so do yourself a favor and ask for the sale.
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