ask the experts

Beauty experts answer an array of questions about every aspect of running a successful salon or spa business.

While salons have been closed for business, a lot of clients will have tried DIY treatments or just got used to living without our services. With no opportunity for glam nights out, it’s no wonder that some may no longer put brow services at the top of their agenda. But as our doors reopen, there are many ways to encourage clients back.

Reconnect with them and stay connected. Send emails and use social media to show how safe your salon is, and let customers know what to expect when they return so they feel safe and at ease.

There will be many disasters out there where people have been tackling their own brows – from misshaped or overplucked, to greying brows. Use social media to show your expertise through before-and-after photos. These eye-catching transformations will remind clients just how good you are and encourage new customers to your salon when you reopen. But, don’t just post photos, let clients see all your great reviews too. With face masks being the new normal, half our faces are covered, so promote the fact that eyes and brows are now taking centre stage.

How can I entice clients back to my salon to have brow treatments when I reopen?

Make sure you are up to date on all the latest techniques too or clients will look elsewhere. Invest in training courses, as additional services such as brow lamination, custom colour mixing or bleaching will give you an edge over the competition. Remember to post about your new skills regularly to let clients know what’s on offer too.

Brows are going to be big business in 2021, with bold looks dominating, and these can be achieved through tinting and lamination services. Choose a brand that offers a wide range of tints in different colours and invest in high-end tools and brushes to aid with precision application.

Make sure you’re able to retail brow pencils, powders and waxes to support your client’s homecare. Also, try lash and brow bundles as this may help to encourage a lash-tinting client to invest in brow services. One thing’s for sure, fabulous brows don’t happen by accident, they are achieved through skilled, professional hands. A great way to be featured in the press is via the Twitter hashtag #journorequest. Journalists are constantly looking for experts and case studies, so might tweet something like, “I’m looking to speak to salon owners who have diversified their business during the pandemic #journorequest”. This hashtag is used all the time by journalists at Sky, the BBC and other major titles.

Try typing #journorequest in the search bar of Twitter, then click “latest” to see the newest requests. When you’re answering, look at the brief and answer clearly and concisely. See what they’ve asked for in terms of response – have they asked you to email or DM them? If they haven’t specified then just reply to the tweet underneath but don’t respond with a question.

The journalist might be getting 30 responses so they’re going to pick the person who explains exactly why they fit the brief, rather than the one who says, “sounds interesting, tell me more”. Speed is important too, as sometimes journalists will specify a timeline. If not, it’s worth responding within two or three days of the post.

How can I use Twitter to get press coverage?

Often you won’t hear back but don’t be put off as it still puts you on a journalist’s radar for the future. If they do contact you, be fast and efficient. I know this can be hard because you’re running a business but journalists will have a deadline, so if you’re slow you’ll miss out.

Some #journorequest posts are from journalism students so responding to these won’t lead to national coverage but can be a good way to build experience working with the press. Don’t dismiss opportunities that aren’t directly about your industry either. Sharing a personal story can lead to other opportunities, and often there’s still a chance to mention your business.

To keep on top of the requests, try a scheduling tool like Hootsuite or TweetDeck and set up a column for the hashtag. Or, sign up to journorequest.com to receive a daily email about opportunities.

However, not all journalists use the journorequest hashtag, so make sure you follow relevant beauty and business journalists from trade and consumer papers and magazines. You can find their names on publications’ websites but you can also search Twitter for things like “beauty journalist” and “business editor”. Once you’ve followed them, engage with their posts. Tweet about the news and trends within your area of expertise

During these challenging times, forward-thinking skin therapists are seeking out every possible opportunity (and revenue stream) to engage, coach and connect with their clients outside of the salon and spa.

Beyond continuing to replenish and recommend products to maintain the great results and progress achieved with clients in the treatment room, savvy skin professionals have evolved into skin coaches, teaching “how-to” skin lessons via Skype, Zoom, Microsoft Teams and FaceTime.

Some are assembling and selling complete DIY kits with directions to perform safe at-home exfoliation, masks and even extractions, and beyond products and handheld tools, are even including items like disposable gloves, headbands, cotton swabs and small bowls.

If you were not someone who always provided a detailed skin analysis or face-mapping for your client and shied away from retailing skincare, this idea of checking in and skin coaching your client from your computer or tablet may seem a bit daunting, but it is not too late to start.

How can I make money from at-home treatments for my clients?

Consumers are buying up skincare and handheld gadgets like never before, with or without your input, and can no longer use the excuse of not having any free time. Here are a few pointers to follow for coaching, retailing and increasing your bottom line during Covid-19 and beyond:

• Get serious about social media – start posting skin and lifestyle tips

• Reach out to all of your clients and check in with them about their skin and wellbeing

• Book a time to provide a virtual skin check-in appointment. Ask them questions about their skin health and answer any queries that they may have about their products, diet, stress levels, habits, medications, and anything else that may trigger changes. Make recommendations on products and lifestyle and chart any findings

• Ship, or arrange contactless pick-up or drop-off, to get your products and homecare tools to your clients. Discuss with your suppliers about drop-ship or affiliate programmes. Due to their logistic operation and preferred shipping rates, they may have a seamless solution that might even be more profitable for you

• Book another virtual skin check-in for when the client has received their products. Take them through a skin lesson where they can mirror you to learn how to use these tools

• Follow up after one week to find out how they are managing

• Offer this service for their family and friends. You can still increase your clientele, even though the relationship is more virtual.