retailingmake-up
Intense Frankincense NEW TM
dab of lipgloss”, says Danielle. “Once they see how flawless itmakes their skin look, they’re hooked!We’ve found that this technique significantly increases sales because clients aren’t able to buymake-up like that on the high street.”
train to gain
The key to sellingmake-up effectively is confident therapists and this is where training comes in. Look for brands that offer high quality courses.A staff member with no previous experience of applyingmake-up to clients can learn the basics in two or three
days.They can then attend supplementary courses to enhance their skills, for example bridalmake-up, which is a very lucrative market.
“We can really see the difference between stockists who’ve been on one of our make-up courses and those who haven’t,” explains ClareMuir, Head ofTraining at the International Institute forAnti-Ageing (iiaa). “Their sales tend to be significantly higher than those who didn’t bother to train.”
As well as ensuring your staff are well trained, don’t underestimate the importance of educating your clients. High qualitymineralmake-up should be seen as a part of their skin care regime and not an afterthought so don’t be afraid to point out the benefits of the cosmetics you stock.
Our Ultimate
Organic Age Defier
Collagen-protecting gardenia plant stem cells Visible results in just 30 days
Line-smoothing 3-peptide complex
looks younger and more hydrated
agree their skin100% 100%* *From user trials
An Organic Skincare Breakthrough Your Clients Will Love The Results
agree their skin texture is smoother and firmer
Customers don’t like a ‘hard sell’, but they are likely to listen to a recommendation fromtheir therapist, particularly if they can try the product first. If clients trust you to give thema facial or skin care product to look great, then why would they not listen to yourmake-up advice too? Point out the unique benefits of the range you stock and guide clients to the products that will suit their needs.
Another way of boostingmake-up sales, particularly over the Christmas period, is to have an in-salonmakeover event. “These are a great way to encourage clients to buy fromyou instead of the high street”, explains Danielle. “We send a make-up artist to salons which stock Jane Iredalemake-up and they host a makeover event free of
charge.The salon then invites clients along so that they can play with themake-up. It leads to a real uplift in retail sales and creates a bit of a buzz.”
Despite the economic climate, stocking high qualitymake-up is proving to be a sound investment for thousands of salons across the UK. By educating your clients about the benefits, applying it after treatments and ensuring your teamis fully trained, you can introduce a brand new revenue stream. So, don’tmiss out on this lucrativemarket during the crucial run up to Christmas.
Proof Organic Works
ranges in your treatments, contact Lesley at:
lesley@nyrorganic.org.uk or:
www.nyrorganic.org.uk
Call for a free catalogue & sample pack on: 07810 800105
76 GUILD NEWS For more information about using our
Karen Deehan works for the International Institute for Anti-Ageing (iiaa). For more
information telephone 0208 450 2020 quoting Guild News or visit
www.iiaa.eu
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140