Taking the Fear out of Retailing

The importance of healthy retail sales is obvious to salon and spa owners who are constantly looking to up revenues and grow business. Unfortunately, many have a difficult time getting their staff to support a retail push. I believe this is because many beauty professionals mistakenly construe retailing professional products as “sales”, which has a negative connotation. “Sales” makes many estheticians uncomfortable because they don’t want to seem pushy or aggressive. Your staff is most likely simply afraid to sell.

To take the fear out of retailing, estheticians must accept that it is our professional duty to recommend products to our client. Clients seek you out to improve their skin. Why would you be afraid to provide for what they are asking you?

When you take a professional approach from the beginning you will feel more secure in recommending products than if you wait until the client has money in hand at the cash register. The first step is to begin with a consultation for every client. Use a Skin Analysis Chart. Record a client’s current skin care regime, their habits, past treatments, their sun habits, and most importantly their expectations. The more you know about a client, the better you are able to treat those clients and consequently achieve better results. You should keep these charts on file so that you can review and update your client’s progress every time they return.

Next, is the Diagnosis step. Analyze your client’s skin under a magnifying glass to help you see the formation of lines and blackheads. I recommend using a woods lamp in your salon also. It will enable you to analyze the skin more comprehensively. You are able to clearly see solar and chemical damage as well as hyper or hypopigmentation. It also encourages your client to treat their skin more seriously when they are able to see the damage.

One mistake estheticians make when analyzing the skin is diagnosing what we know is the problem area from years of study and experience. I always give my client a mirror and ask them to point out what it is they are concerned about. You may see congestion and a need for extraction while the client is worried about the formation of lines. Let him or her point out what they perceive as problem areas and then you point out what your trained eye also sees as problem areas. The only way to send a client home satisfied is to correct the problem that brought them to you in the first place.



On a side note, the diagnosis process is a fabulous procedure that can be pulled out of the facial room to a more visible area in the salon. When you offer free skin analysis to hair clients or to potential consumers in a high traffic area, you get to establish yourself as a trained expert and create awareness for what you can do for your clients.

Finally, after the treatment comes the recommendation period. Again, pull out the mirror and show your clients the visible improvements in the problem areas that were identified during the diagnosis step. Then recommend the products that will further aid your client’s improvement. Put the product in their hand. Use a tester to show the client how to use the product and tell them how often. When you prescribe with confidence your client will trust your expertise.

Always make a note of what you recommended and what they purchased on the skin analysis chart. On their next visit you can ask how the product worked for them and tweak their regime if need be. You can also remind your client, for example, that the reason they need another extraction so soon is because they opted not to use the exfoliant you prescribed.

As a business owner, I also recommend you take a look at the retailing atmosphere. Visit other shops and salons for ideas on how to create a boutique atmosphere that is inviting. Look for displays that entice clients to pick up products and tester units that say, “Touch me!” Create shelf-talkers with editorial recommendations from magazines or quotes from celebrities. Any way you make the products more able to sell themselves, the less fear your staff will have in closing the sale. I also recommend that someone is always available in the retail area to help clients choose a product. Educate every one on the staff, including the receptionist.




Do not be afraid to invest in retail. The rewards are not only for your bottom line, but for the quality care of your clients.

Innovative Seasonal Promotions For Every Season

“For Every Season There’s a Time”

Now is the time for creating innovative seasonal promotions. Now is the time for salons and spas to reach out and attract new business.

When creating seasonal marketing campaigns, it is important to consider your location. For example, the changing of the leaves in New England brings an influx of tourists and potential clients to resorts and Bed and Breakfasts. Ski Season is just around the corner for many mountain resorts. Northerners and America’s retired flock to Florida to hibernate during cold weather. Network with hotel owners and concierges to receive referrals. Think about what is going on in your town this season and tailor promotional events to them. Even the smallest towns in America host festivals, tournaments, conventions, and the like.

Incorporating geographic specific flavor in your business makes your salon inviting and original. In the South, why not serve iced tea and mint juleps? Let Southern Hospitality infuse the environment. If you live near Indian Reservations, incorporate the magical lore of Native Americans. Create events and services that play up your town’s history and culture: Carolina Cooling Sea Breeze Facial, Boston Tea Facial, Hollywood Star Treatment, New York Minute Manicures. Be creative!
Creating promotional events that tie in with holidays can be very lucrative this time of year. Have an American Beauty Election Day with lots of red rose petals and specials for clients who show their Voter Registration Card. Upcoming holidays such as Thanksgiving and Christmas are prime for fun and quirky promotional events that attract clients and boost morale, which is always attractive. Festivity makes people feel good and connected to others, which is how we want our clients to feel when they are in our salon.

The multitude of gift giving holidays creates a huge opportunity for selling gift certificates. Market your self to business owners, husbands, sons, and fathers. One salon owner in New York ran a brief radio ad during the Howard Stern Show and sold so many gift certificates he had to hire several more employees just to answer the phones and install a second phone line. Advertise where the boys are; the Sports page, the Golf Course Club House, and Men Only organizations contain many clueless gents looking for a simple gift that will delight the women in their lives and earn them beau coup brownie points.

The holiday season is also the time for major retailing. Not only are your clients wanting to look good for a myriad of parties and get togethers, they are on the prowl for creative gift ideas for friends, family, and coworkers. Don’t only recommend their at-home regime; suggest a gift certificate for a deep pore cleansing treatment for their teenage goddaughter or a massage for their racquetball partner.
The end of the year is also a popular time for highlights, makeovers and slimming body treatments. Create promotions that include these services.
Spotlight treatments and services that are popular in the winter because they are self heating or use thermal mittens, or blankets. Offer hot cider, cocoa, gourmet coffees, and eggnog that create a cozy ambiance and leave your clients feeling warm and fuzzy.

Also, think of how the changing weather affects the skin differently. Your inventory should contain more intensive moisturizers and gentle cleansers. Stock popular seasonal products such as lip balm and hand cream. And don’t forget Sunscreen at ski resorts!



Creating exciting and original promotions is not enough for a successful season if no one knows about them. Use direct mail to notify VIP clients of upcoming promotions via a holiday card. Advertise with local media, cross promote with area businesses, send e-mail announcements and update your website.

As a business owner, it is important to plan out and prepare for seasonal promotions ahead of time. Your inventory should be stocked, your staff trained, decorations bought, and marketing tools printed. Professionally and personally, this is a stressful and busy time of year. So just like Santa, make your list and check it twice. You won’t want to be left out in the cold this lucrative holiday season.
If you have any questions or suggestions regarding seasonal marketing or any other topic of concern, please e-mail me at lydia@repechage.com. I wish you much health and joy this upcoming holiday season. ‘Tis the season to ring in the holidays!