BLOG: The benefits of offering makeover services in your salon, by Nilam Holmes-Patel
High Definition CEO and founder, Nilam Holmes-Patel, shares the secrets of boosting salon retail sales with makeover services
It’s no secret that when it comes to beauty products, clients have a huge choice literally at their fingertips, with retail stores, salons, online shops and spas all working hard for their custom. If you offer a range of beauty products for retail in your salon, such as the High Definition 81-piece make up line, it’s important to stand out against your competitors, whether they are online or in-store, and think of different ways to entice clients to explore and discover everything you have to offer, which will increase your chance of them spending their money with you.
I often find that make-up services can be overlooked in salons compared to other treatments, which is a real shame. Clients often indulge in spontaneous make-up purchases when they are there, because they are in a unique space where they are at liberty to completely focus on themselves, their own appearance and wellbeing. It is often the one opportunity in their busy schedule they have to relax and pamper themselves, while having time to look through the products you offer at their leisure, as well as having the opportunity to speak to their therapist at length, who can guide them on the best products to suit them or advise them on any new launches.
As a salon, one of the main advantages you have over other outlets is the time, expertise, space and facilities to provide a first-class makeover service to your clients, allowing them to experiment with the full range of products on offer before they buy. Choosing make-up is such a personal experience, so people tend to like to do their research, try out different options and spend time coming to a decision they are happy with before parting with their hard-earned cash. The more time that is spent sharing your professional expertise, the more likely it is that this will lead to a purchase.
If you’re looking to really place a focus on make-up services, why not consider offering mini makeovers at the end of every client appointment? Offer this service both at the time of booking and during their appointment, regardless of the treatment they have booked in for, and make sure there is also someone available to guide and educate them on the best products and application techniques to accentuate their features. Even if the client walks away without making a purchase at that time, you will have given them food for thought, and they may return to buy at a later date having left the salon looking and feeling great.
If you decide to offer makeover services in the salon, have some fun with it. Look at holding special events, or parties for clients old and new; set a theme and decorate the salon to suit, giving out canapés or cocktails and have samples to hand for guests to take home. Make-up lessons, colour matching and workshops are great ideas for evening events and will often encourage some of your loyal clientele to bring along friends and family that may not have visited you before, bringing you new business in the process. Or for a daytime event, arrange for a well-known make-up artist to visit the salon, perhaps once a month, to provide group make-up lessons – something that is sure to encourage your clients to attend.
A new season often signals the time for a new look or style and many clients will begin to think about shaking up their make-up bag at certain times of the year to suit the changing weather and new trends that come through. It’s important to make sure your salon is ahead of the game here; lead this by researching trends well ahead of the new season and co-ordinate your retail offerings to complement this. Think about the looks that will be most on-trend and be the person who educates your client on the ways in which they can recreate them at home. If you have a strong retail range, why not craft a make-up menu so clients can select specific new season looks, from a smoky eye to a bold lip?
Makeover services are also a great way to expand your salon offering. The bridal industry is booming and if there is a wide retail range and knowledgeable staff with extensive skills already in place, bridal make-up services can become a great addition to any salon. 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. Bridal services give you a chance to create a great client relationship, as they will visit you a number of times in preparation for the big day – from the initial consultation, to the trial and on the day itself. These relationships can very quickly turn into loyal custom and are excellent at building your reputation as a superior salon.
If your salon already boasts a retail range, adding an extra touch to your salon menu and expanding into makeover services will create endless opportunities. You will certainly place your business above your competition and give your clients the feel good factor in the process, making them more likely to come back and buy more, as well as returning for your advice and professional expertise again and again.
