New year, new me

January is always a good time to gain new clientele as many really do try the ‘new year, new me’ strategy. Some of the experts within the aesthetics industry reveal why there’s no time like the present to invest in a new treatment for your repertoire.

At the beginning of a new year, clients often begin to look for new types of treatments, such as those targeting specific concerns. Everyone is feeling as though they’ve overindulged, so they are looking to rectify the effect it has had on their skin, body and mind. Shelly Godbold, Business and Aesthetics Educator at Carlton Professional told us if you can tailor your offering at this time of year to help solve the aftermath of a great Christmas, you are likely to gain some new clients: “The important factor here isn’t just about getting Christmas out of the way and then returning to the salon and hoping for the best. Always have your January marketing ready in November/December, so that the Christmas rush doesn’t interfere.”

Clients are ultimately looking to achieve results and when stress levels are at their peak (Christmas aftermath), pampering can be high on the agenda. In January clients are making plans, filling up their diaries and setting goals/targets – for the world of aesthetic this means ‘course sales’.

“The difference between beauty and aesthetic treatments is that within aesthetics the norm is selling large blocks of treatments. Twelve Radio Frequency treatments is almost £1k. This upfront ‘money in the bank’ allows salon owners to make essential investments such as new equipment to keep clients interested, staff training to ensure the team stay motivated and product innovation.” Added Shelly.

It’s all about tangible results with aesthetics and Shelly explained, the first and most important starting point is thoroughly consulting your client in order to recognise their objectives: “You’d then be looking at creating bespoke treatment plans to combine a whole range of technologies, homecare and product-based treatments.” This can all result in clients seeing incredible changes and meeting their desired outcomes.

When analysing your business financials, the difference in turnover between beauty salon and aesthetic clinic is vast. For instance, if you take an average month of treatments in your salon or clinic, divide the total income by the number of clients, you will have what’s called an ‘average ticket price per head’. You can obviously do further calculations to break this down even more, e.g. by looking at opening hours and staff costs to make improvements on the figures, however what’s coming in is what ultimately makes the difference and it’s this that sets salon treatments and aesthetic treatments apart. By introducing aesthetic treatments, you can expect to increase your ticket price per head by up to 50%.

Shelly explained how if you are new to aesthetic treatments and devices, you may find you need some extra training: “My recommendation would be to ensure prior to purchase the company will provide thorough product/machine training and support. Carlton Professional offer workshops specific to this such as ‘Transitioning your beauty salon into an aesthetic clinic’.”

It’s a great way to gain advice on the process and make firm plans on how best to invest. Shelly advises not to head straight to high percentage peels, micro needling or anything too invasive: “Look at Microcurrent, Radio Frequency, Electroporation, active products and light or layered micro encapsulated peels.”

Begin your journey into ‘skin theory’ with the stability your clients deserve. If you approach aesthetic treatments gradually, with education, mentoring and support it can turn your business profit around.

Chantelle Thompson CEO of Brazilian Booty Lift agrees with Shelly as she thinks January is the best time to start adding new treatments to a salon. We’ve indulged over Christmas, had a well-deserved rest and inevitably want to bring the new year in with a bang.

In January, many people are buying gym wear or going on diets and an aesthetics treatment is the perfect accompaniment two both of these.

Aesthetics treatments don’t only provide brilliant results for a client, introducing aesthetics treatments into a salon also present huge benefits to a business owner and Chantelle explained: “At Brazilian Booty Lift we don’t keep secrets. We show you exactly how to achieve maximum profits. We talk about earning 10k months because we’ve seen how achievable this is. 5 clients, 5 days a week charging £100 per client = £10,000 a month.” Surely, it’s a no brainer!

We asked Chantelle, if a business owner is looking to introduce aesthetics treatments to their repertoire as of 2020, are there any specific treatments/machines they should go for first and why; to which she told us: “We’d always suggest booking in for a treatment with your nearest stockist before actually becoming a stockist.” This way you can try before you buy and really see for yourself.

So, it may not just be new year, new me for your clients; it could be new YOU! A new year is a great time for new beginnings – 365 days means 365 brand new opportunities and what better way to kick things off by introducing a new line of treatments into your work. Let us know how you get on with your new business venture!