It’s a Year-Round Thing
With the cold weather encouraging hibernation and layering of clothes, it’s clear to see why waxing isn’t at the top of client’s winter beauty to-do list, but this shouldn’t mean a decline in your salon’s waxing bookings. We hear from HIVE® of Beauty as they share their top tips for keeping waxing at the forefront of your salon all-year-round.
How can salons market waxing as an all-year round treatment, instead of exclusively summer?
As regular customers leave it longer between waxing appointments or choose to wait until they are not covered up from top to toe, the colder months are the ideal time to diversify your offering by promoting a facial waxing menu.
Eyebrow treatments continue to be incredibly popular and offer some fantastic before and after image opportunities to populate salon Instagram accounts, whether as a brow wax itself or as part of an overall brow lamination and tint. Waxing can easily be sold as an add-on to other facial treatments or even after haircuts. Waxing doesn’t have to be and isn’t all about bikini lines and summer holidays.
It is essential to continue to reach out to the market in the colder months and let them know what you can offer. Special occasions are not consigned to just the summer months, meaning there will be an abundance of casual salon goers looking for super smooth results throughout autumn and winter. You just need to make sure they know how to find you.
Waxing is generally regarded as a low-cost but essential part of many people’s regular beauty routine. For example, pricing averages from £10 – £40 for an individual treatment area dependent upon whether it is a lip or a leg wax. Making it is easy to see how profitable waxing can be. Maintaining this revenue stream and benefitting from the high margins during the winter months will contribute to a stronger more resilient business.
What should salon owners share with clients to encourage year-around waxing (e.g. less ingrowns, less pain, reduce their thickness)
During the summer months, educate your clients on the benefits that a regular waxing routine throughout winter will bring to them when the summer sun next makes an appearance. In particular, maintaining a consistent routine over time will help the client’s hair growth cycle to sync, eventually creating lighter, weaker and more even hair growth. An additional benefit of the hair growth cycle becoming uniformed is that future waxing treatments will remove hair at the Anagen phase, which is ideal for creating longer lasting smooth results.
While it may seem obvious to beauty professionals or frequent salon goers, not everyone will be aware that waxing is available all year round, or of the various treatment types. After all, waxing is usually performed in a separate room or secluded area, meaning many potential clients lose out on the most highly visible and effective form of advertising, the treatment being performed in front of them. So, when you have clients in the summer talk to them and let them know everything you can offer and what benefits it will bring to them in the long term.
How can a waxing environment be made more welcoming in the colder months?
To encourage new clientele to visit your salon, add to your existing marketing activities by dedicating one evening a month to first time waxing customers. Providing a friendly environment where terminology can be explained, consultations undertaken and demonstrations performed.
In addition to maintaining a clean, hygienic and professional treatment room, ensure it is comfortable, especially the temperature! Always be caring and considerate to clients. Let them know they can stop or have a break whenever they feel they require. First time waxers may tense up as they are nervous and don’t know what to expect. So continue to communicate with them throughout the treatment.
How do HIVE® products assist in elevating a client’s waxing experience?
The HIVE® wax range has a wide variety of high quality warm, crème, gelee and hot waxes that enable therapists to cater for every treatment, skin or hair type, and client preference.
For instance, HIVE® Hot Film Waxes provide a comfortable waxing experience, making it hugely popular for facial and intimate waxing. Promoting the use and benefits of such formulations can help to attract first time wax clients, who may have previously been too nervous. Likewise, if it is your first foray into male waxing, HIVE’s range of Xtra Strong Waxes are specially formulated for the removal of dense, coarse hair. Ensuring that you can target the male demographic with confidence, whilst demonstrating you have the products needed for even the toughest of waxing assignments.
In addition to specific benefits of individual HIVE® waxes, many of them are vegan friendly. This is a fantastic selling point that your business can use to promote waxing services to issue conscious clients, many of whom may not have been aware that your business could offer this.
Buy your supplies or find out more at www.hiveofbeauty.com.
