signature facials
signature style
“I would always greatly encourage any salon to develop a signature treatment as they are a great way of creating something completely unique about your salon that clients will not be able to receive anywhere else,” says Beauty Trainer and Salon Owner Marie-Louise Coster. “Facials make particularly good signature treatments because they are a popular treatment, they provide great results but also have a really relaxing element.”
“Whether you’re reaching out to a brand- spanking new client base, improving your retention rates or growing an existing clientele base, a ‘signature facial’ is a great way to draw in the crowds who are interested to find out more about this new, enticing and exclusive treatment only available in your clinic,” says Skinbreeze facialist, Marie Dolan.
slow and steady
The first stage in developing your signature facial must be thorough market research gained from your own knowledge of your market and from the use of questionnaires in your salon.
As a salon owner, you most likely know the majority about the clients who walk through your doors – how old they are, where they come from and what they like to do in their spare time. Use your expertise to your advantage by considering this first when trying to choose which type of facial path to go down. You don’t want to provide an anti-ageing treatment that works hard on those indented wrinkles if the only clients coming through your door look like pristine porcelain dolls. Remember, you know your business better than anyone else so ensure you maximise this advantage.
If you’re frequently treating mothers who are rushed off their feet with their children and looking for a treatment to relax, de- stress and get rid of the frown lines etched onto their forehead, then consider leaning toward a relaxing anti-ageing treatment or perhaps an express facial that will help them feel pampered all within the space of a child’s activity time, so that they can be up and on their way, ready for the next taxi journey.
On the other hand, if your clients fall into a younger age bracket, who are perhaps struggling with Acne, not in full time work and haven’t got to rush to be somewhere, they may be looking for an in depth facial that will help treat their spots and Acne scarring, hydrating their skin which has no-
doubt been stripped of moisture through at- home spot treatments, and provide a little bit of downtime away from friends and family.
Once you’ve explored your knowledge it’s time to assess your clientele research. Consulting with the people who will be booking the treatment is not a stage to be missed. After all, it’s not you that needs to be satisfied it’s your customers, so it’s ideal to get their input before you start the cogs working. Broach the subject with your loyal regular customers to find out exactly what they are looking for to address their skin concerns and what their favourite parts of your current facials are, so that you can attempt to blend all of the most successful elements of each into your signature treatment.
“Put together a short questionnaire – multiple choice is often a good option as it means clients don’t have to write reams, which can sometimes put them off completing it – and give one to each client as they come in asking them to complete it whilst waiting for their treatment,” suggests Marie-Louise. “It can be totally anonymous, if you feel that is appropriate, and you could provide a post box or something for clients to leave the questionnaires in.” This way you are confident in the knowledge that what you are creating is in demand with your clients and will be sure to get booked up once you are ready to offer it.
creating your masterpiece
Once you have analysed your feedback you can choose which direction to proceed with your facial, and what elements you want to put into play. This is the fun part so enjoy
the decision-making, as this will undoubtedly shine through later when you’re performing the treatment.
“The ideal principles of your signature facial should aim to offer the following; deep cleansing, exfoliation, target tailored concerns, skin tightening and deep hydration,” explains Marie. “If your signature facial can combine these key features, you will keep your schedule booked up well in advance, as I have yet to meet a client who would not be interested in finding out more about what stands to be a perfect facial cocktail of delights.”
For this, you may want to look at your other facials for guidance. What parts of them provide the required effect and how best can you blend these methods together to create synergy? These links should not look laborious or forced as this will come through to a client who probably won’t enjoy the experience and hence book again. Think about great facial techniques that your clients may have mentioned they enjoy and build this into your offering.
“The facial massage is usually the part of the facial that clients look forward to the most so perhaps each stage of the facial could have more of a massage application to them, or maybe you could combine extra elements to the facial massage such as hot stones or Thai herbal compresses,” suggests Marie-Louise. If you aim to provide the clients with something they have already expressed an enjoyment for, you’re off to a great start already!
touch every sense
Although a facial doesn’t sound very experimental, there is no reason why in your signature treatment you cannot provide
“The facial massage is usually the part of the facial that clients look forward to the most so perhaps each stage of the facial could have more of a massage application to them,” suggests Marie-Louise Coster. Image ©
istock.com/DragonImages
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