Changing the focus of the Salon

[TracyS]

Evening geeks

So I'm deciding on which direction I'd like to focus on in 2013, I've been in my currently location for around 9 months now and I really enjoy it, it's above a hairdressers and I offer most aspects of beauty.

Moving forward though I would like to concentrate on the areas I love, namely holistics, facials, body wraps but as it's currently viewed as a waxing/tinting/nails destination (which is lovely but not my passion) then I have my work cut out.

My question for all you skin geeks out there is how did you become a destination salon for skin services? Did you do a huge launch of something new (CACI, Dermalogica etc etc) or did you slowly but surely turn your existing clients into skin addicts by special offers/incentives.

Really interested to find out how you all made skin your 'thing'

xx

 

[Lynne Baker]

when I started with my own salon almost 5 years ago I decided that I would be known for skin. So that's what I told everyone!
I chose a skincare brand that wasn't available on the internet, that was salon exclusive, very high end, very results driven, and sold it as luxury and exclusive.
It worked. I advertised myself as a facialist, I handed out info leaflets to every client who walked through the door, and slowly but surely the word got round.
I read everything I could on skin and skincare, took extra courses, and made sure I really knew what I was on about.
Does that help?

 

[TracyS]

It does help Lynne - thank you for taking the time.

I'm in the process of looking at skin care brands, as you've mentioned, the criteria is critical, I want Salon exclusive, results driven etc. I currently offer Microdermabrasion and would like to take that with me as I like it as a treatment but don't think I've maximised it's potential, but also to explore other avenues with facials such as the non surgical facelift procedures.

Lots of research to do in the coming weeks!

Much appreciated.

 

[squidgernetball]

Hi. Like you, I specialise in skin. I took on Environ last year and my clients buy it and love it. When people have a problem they often get referred to me which is great. I'm just taking on Swissdermyl (Lynnes skincare range) to run alongside it. I love the idea of a luxury brand that also gives great results, rather than what I consider a 'fluff and puff' facial (feels/smells nice but ultimately doesn't do much). I have clients who I know will love Swissdermyl, and others who will have Environ. I talk about peoples skin care, and I try and inform them about how different products work, without trying to sell at all. Don't know if that's helped, but I honestly think my passion for skin shines through!

 

[TracyS]

Thanks for that input - have 2 skincare brands which I believe are both classed as high end is a very interesting take on things, I'd never considered that before.

If you don't mind - can I ask how you're going to differentiate between them for your clients?

 

[squidgernetball]

I started out with Thalgo many years ago and had a lot of clients who love the smell, the massage etc. I did a lot of facials, but never sold much product. I then took Environ on and had Environ as my real results driven facial, using the Ionzyme machine, and started to sell!!! I was just going to continue with Thalgo as my relaxing massage based facial. Price difference is quite big and the Environ facial does not really have any massage. However, Thalgo have now decided that you have to spend a certain amount per year, and that you should carry at least 6 facials, so I am running down my product and needed a replacement for those clients who would never have Environ or are pregnant or who want a little bit of luxury. I have spent the last few months looking for a replacement range, and am ordering Swissdermyl today (Yay!). Because of my passion for skin, my clients are already interested in the new range, truly believing in my choices (I've sold 10 Swissdermyl facials for Jan) I think the products are lovely, high end (like my clients lol) and I feel I'm offering 2 really different treatments, but both with great results. Hope that helps!!!