marie-louise coster writes in with the new


Marie-Louise Coster on how to introduce new treatments to your beauty business.


For me, the start of a new year is always tinged with great excitement – looking forward to the year ahead and what opportunities it may bring.


The start of a new year is a great time to assess your business – do things need updating? How can the business be improved? And what new treatments could you offer? We work in an ever-evolving industry with a society of people who are more and more aware of beauty treatments and products, and conscious of their appearance. All of these factors have meant that it has become a necessity for salons and therapists to introduce new treatments, products and techniques on a regular basis to keep ahead of the game and stand out from their competitors, as clients are expecting more and more.


I am sure over the next few months many of you will be visiting some of the fantastic trade shows our industry has to offer and here you will be able to see first-hand how the sector is developing and what treatments are gaining in popularity. Trade shows are a perfect way to see demonstrations of equipment and enable you to talk to the companies about their product ranges and treatments, comparing each of them so you make the right investment choice for your business. It is essential you make the correct decision. Introducing new treatments can be expensive in equipment, products and training, but then you have the added expense of marketing the treatment, all of which add up. Whatever you choose to invest in has to work to recoup the initial outlay and allow you to see a profit – sooner rather than later.


market your message


You can introduce the most exciting, new and innovative treatment known to man but unless you tell people about it, it won’t be a success. There are many ways in these modern times to communicate your message with your current audience and also the wider market that perhaps are not clients of yours currently but would be the


target market for this new introduction. Here are my top tips of how that can be done:


Social media - This is an instant, interactive and free way of telling a large audience about your new addition. Regular posts and updates giving your followers facts and information about the new treatment will drip feed the message and keep putting it in front of the client and any potential clients. Pictures of before and after or expected results (if appropriate) will really grab the attention of the follower scrolling through their news feed.


Word of mouth - This is obviously the best way of telling people about your new treatment as it allows for interactive conversation about it and questions to be asked to ensure that the treatment is fully understood. If you have a team of staff, make sure they are well versed on the treatment and encourage them to talk to every client about it.


Website - Make a feature of your new treatment on your website so it is obvious that it is new and list all of the benefits to make it appealing to the masses. Include pictures to really draw the attention of the person reading it.


Local press - Local press can be a great way of advertising your new treatment, particularly if you can get it for free! Many local newspapers and magazines will happily come and write a story about your new treatment if you do the treatment on them for free – win, win for everyone. You could even offer a special promotion to the readers of the magazine/newspaper to entice them in and allow you to gage how effective advertising in that particular publication is.


Posters - If you have a salon, or rent a room within a salon, posters can be fairly inexpensive and very effective as long as they are eye-catching and positioned in the right place to attract the client’s attention.


Place your posters where there will be traffic i.e. behind the reception desk, so it’s in the client’s eye line when she/he is making their next appointment. The same can be done behind nail desks etc. so when the client is looking up and talking to you; it


Social media is an instant, interactive and free way of telling a large audience about your new addition. Posting regularly will give your followers facts and information about the new treatment, bringing it to their attention.


GUILD NEWS 53


Image © IStock.com / wavebreakmedia


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