Marketing lash services to clients

Helena Linsky, co-director of salon chain, Q61, shares her advice for marketing lash services successfully in your salon…

“As a first step in promoting your new lash services, you could let your newly trained lash technicians practice their skills on your nail technicians. Sitting up close all day with clients, your nail technicians are well placed to show off your lash services to all your existing clients, who will no doubt ask who did their lashes. It’s a great way to flaunt your new service and show off what your lash technicians are capable of.

“The beauty of lash treatments is there are so many different treatments, varying in effect, how long they last, and how they impact on a client’s natural lashes. This means that no matter how you decide to promote your new lash services, if you offer a broad range of treatments it’s important to ensure you give your clients plenty of information, so they understand the difference between them.

“What makes lash treatments so popular is that they often leave a client without the need to wear eye make-up on a daily basis. In fact, reports show that cosmetic companies are investing less money in launching new mascara products, thanks to the rise in popularity of semi-permanent lash treatments. Negating the need for mascara and liner makes these treatments thoroughly popular and easily marketable throughout the year, but particularly as a pre-holiday treatment. Offering lash services such as lash lifts and extensions as part of a pre-holiday pamper package is a great way to entice your clients to try your lash services.

“Lash extensions – which can range from temporary cluster lashes that last only a handful of days, to more dramatic and longer-lasting Russian Volume lash extensions, which we offer at Q61 – are incredibly popular, because they give women dramatically longer, thicker, fuller lashes – a look that cannot be achieved using mascara alone. Lash extensions a popular option for special occasions and we find them particularly popular with our bridal clients, who want to create a dramatic lash effect. You can promote lash extensions as part of a variety of beauty packages – from a special occasion pamper package to a bridal package.

“Finally, while including lash services in packages is recommended, you should avoid discounting your lash services. Lash services, such as extensions, should be promoted as a luxury service, not a discount service. This premium nature of lash services should be reflected in the way you price and market them.

www.q61studio.co.uk

Image  c/o Salon System