. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel “
How can Imaximise retail on Summer products?
” Karen Regnier
Educator for Hand & Nail Harmony Ireland
“I believe Summer is the best season to retail.”
“It should start visually when the client walks through the door. Props are great! Beach balls, sand, shovels and pails – [anything] to draw the product interest to the client.
“Next, the nail stylist needs to sell at the work station and inform the client what she or he needs to do to maintain their Summer look. Oil, moisturiser, polish, top coat – items that can be taken on holiday, [as] smaller sizes work great for travelling light. Talking and educating your clients helps boost sales. No pushiness, just honest, straight talk.”
Lydia Sarfati
Repêchage CEOand Founder
“It’s your duty to educate clients…”
"To maximise retail, you must educate clients on how damaging obtaining a Summer glow can be on their skin, from hyperpigmentation to the early development of fine lines and wrinkles.
LizMcKeon Beauty Business Expert
“Summer product sales are too good an opportunity tomiss!”
“Sun protection is a ‘hot’ category of the cosmetics industry, topping a half billion dollars in annual sales in the US alone and growing at 2% per year. Less than 5% of these sales are transacted in Spas and salons, so why are you letting your clients buy their sun products from pharmacies, department stores, supermarkets, online and at airports? Why are they not purchasing all their Summer products from you?
“Do you educate your clients about the importance of sun protection? According to the National Cancer Institute, 42% or adults don’t use sun protection, so immediately there is an untapped market for you. Educate your clients; ask them to consider this hard fact – of all cancers, skin cancer is the most common, making sunscreens their number one skin care priority.
“Here are my top tips for maximising your Summer retail product opportunities:
“Introduce a ‘Holiday Package’ of treatments. Once a client mentions going on holiday, suggest she books the package.
“Double check your product knowledge. Know how to use the products, how long they will last, how your brand compares to others, how it can be used in conjunction with other brands, what size the bottles are and know the prices. Use your product information; educate your clients, highlighting the unique selling points of your brand.
“Train your therapists to retail. When the client comes in for her appointment, introduce her holiday retail requirements.
“Ask for the retail sale, if you don’t, she will buy the products you have recommended, but from somebody else.
“Run a competition. For example, whoever sells the most number of sun products over the Summer months gets a prize.”
“Additionally, it’s your duty to educate clients how skin care regimes should differ with the Summer time. Given the increased exposure to the sun, it is crucial that they seek appropriate retail products with brightening actives and anti-ageing benefits to protect and repair sun- exposed skin. And of course, make sure to wear sunscreen and appropriate sun protection products to protect against UV rays!”
Mariga Sheedy Founder of Skin Essentials
“Make displays of your Summer stock…”
“The main thing to do when considering your retail strategy for the year is to be prepared well in advance. Products for Summer retailing will include anti-cellulite serums and creams, body exfoliators, body-smoothing lotions as well as the obvious sunscreens.
“Many clients will be booking their Summer holidays at this time and will be excited to tell you about their plans. Use this time to ask if they have any concerns they would like addressed before they will feel confident in a bikini. Let them know that to achieve their goals by Summer, they need to begin working on their problem areas right away, and have the solution on-hand and in stock now.
“Make displays of your Summer stock in your reception / windows / treatment rooms – anywhere you have space. All these products are already on display in pharmacies and supermarkets so don’t get left behind.
“Summer collections of make-up and nail colours are available now from your suppliers, and these should be on prominent display to be picked up as impulse purchases. Everyone likes to update and brighten their look for Summer, just make sure that clients know that they can buy these from you – the expert they already trust with their treatments.”
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