4 minute read
Let Us Not Ignore the Elephant in the Room - by Elle Wilson
What shaped my decision to step into a strategy that has proven irresistible to brow clients and, for the beauty studio owner, a powerful differentiator?
Can this same strategy be applied to other treatments and business models? Absolutely.
The Missing Piece in Beauty Business Strategy
Too often, beauty professionals, even those with business coaches, jump straight into tactics. They implement new treatments, push promotions, and focus on client acquisition without considering the foundation that will sustain their business long-term.
As a business coach, strategist, and mentor, I’ve seen this repeatedly. Many beauty professionals lack clarity on what a business model truly is. Their focus is tactical or procedural, critical, yet missing the anchor needed for stability and growth.
Your deliberate and conscious choice of a business model secures the future of your business.
Start with This Fundamental Question
What kind of business model will sustain a beauty professional beyond trends and fads?
The answer was clear. The model had to be:
• Referral-based, driven by exceptional client results.
• A word-of-mouth powerhouse, reducing the need for constant new client acquisition.
• A differentiation strategy that sets the beauty professional apart.
This meant one thing: the skill had to be undeniably superior.
A beauty professional must be unmistakably recognized as the expert in their field, with every touchpoint—online and offline—reinforcing this authority.
They don’t just offer services. They set the standard. So, what is a business model?
A business model determines how a business creates, delivers, and captures value. It’s more than just exchanging services for money, it’s the framework that dictates how clients find you, why they choose you, and how they stay with you.
For beauty professionals, it’s not just about offering a service, it’s about creating a system that builds trust, fosters loyalty, and generates organic referrals.
When building my programs, I had absolute clarity on how every element would work together for lasting success. Now, you have it too.
Longevity Over Trends
Longevity guided every decision I made.
Trends might create hype, but they don’t create sustainability. They come and go. Longevity is built through skill, reputation, and expertise.
Beauty professionals who chase trends often face:
• High client turnover.
• Blending in instead of standing out.
• Constantly chasing new techniques just to stay relevant.
On the other hand, when you prioritize long-term results, health, and expertise, you become the sought-after specialist—the authority clients trust and refer to others.
Expertise and specialization have never been more critical. What truly matters is how your client perceives you—when she has a beauty concern, does she immediately think of you as the expert?
Imagine building this daily. Your mindset shifts. Your decision-making becomes clear. You stop reacting and start leading.
As Steve Jobs famously said, “Think Different.”
Applying This Strategy to Your Business
To build a premium, expert-driven beauty business, ask yourself:
1. What do I want to be known for?
Do you want to be the “go-to” for long-term skin health? The brow specialist who rescues overplucked, microbladed brows? The lash expert who enhances natural beauty without damage? Define your expertise. Own it.
2. Does my current service model support my long-term goals?
Are you constantly chasing new clients, or are you building relationships that generate referrals and repeat business? If clients aren’t sending you new clients, something needs to change.
3. Am I Focusing on Results or Just Following Trends?
Trends create buzz, but they won’t build a sustainable business. A resultsdriven approach, grounded in true expertise, sets you apart and keeps clients coming back.
There’s a vast difference between being just another studio offering beautiful lash sets and being the lash expert in your area—the one clients trust without hesitation. The one they say:
“Don’t go anywhere else—she knows everything about lashes, and she won’t damage them. She’s the expert.”
The Decision to Step Into Longevity
I chose longevity because I saw too many beauty professionals trapped in short-term thinking. Salons offering services that fade out within a year, scrambling for the next “big thing.” Professionals struggling with client retention, unable to build a business that worked for them.
This isn’t about doing more. It’s about doing better. Choosing a model that serves both you and your clients for the long run.
So, as you consider new services for your salon, ask yourself:
Will this build my reputation and authority over time, or is it just another trend?
Because the path to a thriving beauty business isn’t found in what’s popular today—it’s built on the expertise that will still be in demand years from now.
To Your Ongoing Success!
