BLOG: how to ensure brides say ‘I do’ to your beauty services this SS14, by Nilam Holmes-Patel

Nilam Holmes-Patel

This time of year is a busy one for most salons as wedding fever takes over. It’s great for business, and when fully endorsed, salons can really reap the rewards. Word of mouth is a great form of PR and if you offer the right products and services and have testimonials from happy brides, you’ll have women flocking to your salon to ensure they look their best on the big day.

Brides are looking for more than just a quick beauty fix, they want a longer lasting, professional finish as well as a thorough pampering on their big day, which is why it makes sense to offer a range of select services –including brow and make-up – on your bridal menu. To truly benefit, a bride should visit the salon around six months in advance so they can allow their therapist to establish her skincare, brow and treatment plan for the big day and resolve any current beauty issues.

But it’s not just the brides themselves who are a potentially lucrative revenue stream – hen parties are too. Hen party guests are always looking for perfect pampering treats and offering brow and make-up services ensures clients can enjoy a quick, premium beauty fix as part of a bigger party package.

Always take into account the location of the wedding – is it at home or overseas? Then work back from the date of the wedding to create a bespoke brow and skin treatment plan for each and every bride-to-be so they can be organised and look their best. I always advise brides not to do anything other than their hair and make-up on the day itself and my top tip is to have their HD Brows done four days before the day, to ensure they look picture perfect.

SS14 will see the trend for fuller, softer brows. My signature brow is the ombre look – light and soft with a natural finish and we are currently teaching our most advanced stylists the techniques of brow lightening and ombre brows. I wouldn’t advise any bride to do anything too trendy or obscure on their wedding day though; you need to look like the best version of yourself rather than looking back at the pictures in 30 years time and regretting something.

We have recently launched a capsule collection of red-carpet ready make-up – Make Up by HD Brows. The collection of 76 products is waterproof, which is perfect for what is often such an emotional day – especially during the vows. The new range was used on the celebrities involved in the second series of ITV’s Splash; and their make up remained perfect even when they were coming in and out of the pool, which is testament to the staying power of the range. Stocking a make-up range also means that salons can become more of a one-stop shop, offering everything a bride-to-be requires in terms of brows and make-up. It enhances a salon’s offerings allowing a more tailored approach to a bride’s needs.

Alongside this overseas weddings are becoming increasingly popular and by offering make-up, salons can fully cater to a bride’s needs, offering a ‘how to’ tutorial on the best way for them to create their wedding day look. It also gives stylists the opportunity to offer makeover services in their salons, adding to the overall bridal beauty experience.

I would advise a bride-to-be to start an eyebrow re-growth programme at least six months before their wedding day, to enable growth on sparse hair areas. This also means that they can benefit from several consultations and treatments with a trained stylist beforehand, ensuring that their perfect, desired shape is achieved.

Knowledge is king, so ensure your therapists are all trained on the make-up you offer and have a thorough understanding of products and their ingredients. Know the USPs of your products as this is what often secures the sale and enhances their trust in you.

The bridal beauty industry is always evolving and diversifying to meet consumer demand. Make sure you keep up!