Build a Makeup Business------- Be your clients go-to source for beauty by Amy Wall All spa and salon owners want to be their clients’ go-to source for all things related to their beauty. The cosmetics industry has long been referred to as recession proof, because regardless of the state of the economy, people always care about looking good. This means that there will always be an abundance of opportunities to offer your clients makeup applications. The following guidelines provide insight on how to establish a profitable makeup area in your facility. 1. Do your research. Check your local market and survey your clients to determine the level of interest for makeup. Will it help grow your business by attracting new clients and increase revenues as your existing clients visit more frequently? Will it help your retail business? Will it provide your staff with new professional opportunities and increase their motivation? 2. Begin with independent consultants. If you are not sure about the marketability of makeup services in your area, do not hire a full staffing department right away. Instead, reach out to experts in the area and contract with them to work with your clients. Assemble a team of several specialists so that you have plenty of qualified professionals available for weddings, parties and other big events. Review their portfolios, watch them work on actual clients and assess their personal styles to ensure they reflect your facility. Pay them a percentage of the fee you charge your clients. 3. Make room. When you decide to add makeup services to your business, start small. You do not need to tear your facility apart. You can start small and set up a portable makeup station equipped with storage, display panels and a lighted mirror. Clients should sit in a comfortable chair with arm and foot rests. The chair should be as high as 28 to 32 inches, so the technician does not have to bend over. The makeup station needs to be well-lit. Daylight balanced bulbs should be placed to reflect light on both sides of the face. Lighting from the top only creates unnatural shadows and makes it difficult to see the results of the makeup application. The cosmetics counter can be kept in the middle of an active area to create some excitement and draw attention to your makeup services and products. A client receiving a makeup application is often noticed by others, who are then tempted to get one themselves. 4. The perfect product partnership. As a spa or salon owner, selecting the best product line for your business is a big challenge, as there are so many options available. The first place to start is your demographics. Who are your clients? Assess their age, income, shopping habits and interests. These factors determine your buying decisions, and help you choose a makeup line that works well for your services and creates repeat retail sales. 5. Design a service menu. The following four services typically offered in makeup are a good reference base: • A quick, complimentary touch-up. • A daytime makeup application. This service is typically 20 minutes, and the fee ranges from $25 to $40. • The specialty makeup application for a wedding or a black-tie event.his application is generally longer, and the fee ranges from $40 to $70. • A 60-minute step-by-step makeup lesson and a take-home chart in which the steps, tools and colors used are detailed. The price of this service ranges from $65 to $120. The fee can often be waived or discounted with a qualifying retail purchase. 6. Introduce your clients to the miracle of makeup! Present makeup products and services to clients in the treatment room following their skin care service. A quick application of powder can even out their complexion and cover any signs of redness that might occur after a facial. After quickly applying eye shadow, blush and lip gloss, your client is ready to face the world. Treatment cabins do not need to be stocked with a full array of makeup, just some basic foundation powders, lip and eye colors. Clients leave feeling more put together, and they are exposed to the products and services. If they seem pleased with the results, invite them to schedule a makeup application or lesson later. 7. Create a wedding program. Bridal beautification is a very big business. If you are working with the bride, you most likely are getting the business of the entire bridal party. Consider offering pre-wedding programs for the wedding party. You can also create and host an event for the bachelorette party! 8. Spread the word! Get the message out that your salon is THE place for great makeup! Approach your local television station, magazines, photographers and modeling schools and offer your services. Start building your salon portfolio. Document “Before” and “After” shots to illustrate your work. Compile a look book and leave it in your reception area so clients can flip through it. Spa makeup business profile Sagestone Spa & Salon at Red Mountain Resort in Ivins, UT The makeup counter is in the middle of the retail store within sight of the front desk. There is an island in the middle of the retail products with two makeup stations. Makeup applications and lessons are offered for a fee, which is deducted if the client spends more than $100 on cosmetics. Complimentary 15-minute makeovers are offered on Wednesday and Friday afternoons. “The benefits of offering this free service have far outweighed any loss of revenue,” says Myrna Beardshear, director of spa and wellness. “More clients sign up because it is free, and after they see what can be done with the makeup, they don’t think twice about spending money on it, and they feel great because they know what to do with it when they return home. The estheticians are not earning service commissions, but they more than make it up in retail commissions.” • Makeup makes up 20 percent of product sales. • Staff earns a 10 percent commission on makeup sales. Amy Wall is a licensed esthetician and the owner of Mendocino Beauty, where she specializes in anti-aging therapies and bridal beauty. With more than 25 years of hospitality training, Wall focuses on creating unique, personalized experiences for clients. Wall serves on the board of directors for the Mendocino Coast Chamber of Commerce, and is a founding member of spabizboard. She can be reached at amy@mendocinobeauty. lneonline/business2/
Posted on: Fri, 09 May 2014 04:28:30 +0000
Trending Topics
Recently Viewed Topics
© 2015