An eager clientele A salon should choose a new service that its clientele will support through use and purchases, and the most effective way to measure their support is through a client survey. From the responses, it is possible to determine Surveys/marketing A survey followed by “Make ’em wait” marketing can have a new service booked prior to its introduction to the current clientele. The salon can give customized brochures to every client for weeks prior to the start date and answer their questions with enthusiasm. An introductory service coupon can be included in the brochure for the first service only. The service providers throughout the salon should discuss the service with their clients briefly each time they come in Inside job Let us consider the scenario for owners who wish to invest in a service that meets the five criteria of new service resources but who cannot find that service. Nothing really new stands out for them as something that not only meets the criteria but can also be successful. What can they do to bring in more cash? Many owners and managers never look at the obvious for services hiding in full view. The new services are right there at their fingertips, and new equipment and inventory may be minimal. In addition, the time for adding the new services would be reduced because the staff is already trained: Salons can expand from within with new services by using their own staff! Hair salons have cosmetologists with full cosmetology licenses, and that means there is no salon-level service that they cannot legally perform. Most only perform hair services with an occasional eyebrow service added on for their clients. They love doing hair, and often have no desire to expand into the other services they are licensed to perform. Some may look with less respect on other services and not be willing to perform them. In these times, however, perhaps they and their salon owners/managers need to look into their licensing capabilities to explore adding new services or expanding current ones. These extra services can bring in new money—and even new clients—for the salon and the hair designer. By adding these services and having current cosmetologists perform them, no new
when the ROI can be reached. For example, if clients want microdermabrasion and purchase a series of treatments, when will the machine be paid for, and what will the ROI be after this time? and suggest they be the first to get in on the introductory pricing. The problem with “Make ’em wait” marketing is that all of the salon’s professionals and front desk staff must participate in the process with enthusiasm. One way to ensure this is to offer a reward to the professional who books the most appointments for the new service. If the end of the contest is the first day the service is officially offered, the opening of the service should be very successful. employees would be needed in the salon, and spaces in the appointment book could be filled. Performing these added services is not new for hair designers. Years ago, when the cosmetology license was the only beauty license and specialties were not established, all hair designers were multifaceted. They performed hair services, sat their clients under the dryer, and then performed manicures while the clients’ hair dried or processed. It was an inexpensive mini manicure, one with no added bells and whistles to it, possibly just a polish change. Or they took the clients to the waxing shampoo bowls and waxed their eyebrows. Manicures under the dryer seemed to end when the specialty licenses were developed, and waxing was expanded into body waxing in the esthetic rooms of spas. Can these services now contribute income to salons and their hair designers when appointment books have developed huge gaps between services? Many salons are starting to look at these ancillary qualifications in the licenses of their cosmetologists for income, and individual hair designers are now becoming interested in adding services for more income. Salons already have the skilled professionals right there, so why not? The services they can add include waxing, nailcare, pedicures, and skincare services.
EXPANDING WAXING
other great features. An appropriate chair can be purchased for between $600 and $900. Two heating pots must be purchased for the skincare room and must be designated for use only in that room. Two types of products are designed for body and facial hair removal services: Wax and sugar. Wax has many chemical ingredients, mostly resins and sometimes beeswax. Sugaring paste is made from sugar, honey, or both and may include other ingredients, such as lemon. Both wax and sugar paste are applied with a tongue depressor–type spatula across the skin to spread it over the individual hair shafts above the orifices of the hair follicles to surround the hair so the professional can pull the hair out of the follicle, leaving a hairless surface. Ideally, the hair will be pulled from the bulb of the shaft and not broken at the opening of the follicle. Hair that is repeatedly pulled from the shaft will become thinner and finer and may even stop growing, eventually giving clients less hair. Practicing this new service should be performed with the depilatory product the professionals will use with clients, and several should be tried in sample services on coworkers.
Cosmetologists routinely wax the eyebrows of their clients, so this service is easily expanded in a salon. Including underarm, leg, and bikini area hair removal in their services is a quick addition to the menu, and these services fill many holes in the appointment book with higher-ticket waxing services. Training for body depilation (hair removal) is easily acquired, as nearly every beauty show has great classes. From there, the secret is practice, practice, and more practice. Cosmetologists must understand that body depilation differs from eyebrow depilation. It has nuances that should be learned in actual training to avoid potential problems, including lawsuits. An essential requirement for the addition of this new service is a room in which to perform it. The room does not have to be much bigger than a closet, but these services do require privacy. A table, facial chair, or massage table is another investment; however, these investments do not have to be single purpose. A chair for this service can serve another purpose if the salon chooses to also add skincare services. It does not have to be an expensive one with hydraulics and
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Book Code: CNC0825
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