signature facials signaturestyle
something a bit different – in fact there is no better time to trial something new than in your own specifically designed treatment. Procedures that involve all the senses will keep your client engaged and will help leave a lasting memory of a treatment they want to book in for again.
As soon as your client walks into the room, the sight of candles flickering under dimed lights, the smell of a familiar fragrance, the sound of a relaxing and soothing melody playing in the background, the touch of an Egyptian cotton towel and the impression of pleasures to come will enable them to feel comfortable and really anticipate the facial you’ve taken time and thought to create.
If you are using products rich in particular ingredients such as citrus extracts, offer the client a sip of orange water to tickle their taste buds and provide something unexpected, or perhaps some edible flowers may capture a flavour the client hasn’t experienced before and help them to connect with the facial on another level.
What’s important is to ensure you know all about the ingredients in the products you select for your treatment. After all, if you’re not the expert on your own signature facial, who will be? The ingredients should always be tried and tested to ensure they are complementary and blend well together.
One way to ensure this is through the making of your own line of products.
“To make your facial a real signature and totally unique you could go down the route of developing your own products that are used within the facial routine,” says Marie- Louise. “Developing products is not as difficult as it sounds and many companies will manufacture them for you, often in smaller quantities, making it very cost effective. If they proved to be popular, such products could also be retailed providing you with extra revenue.”
technology
You may also want to consider what specific technology, if any, you want to include in your facial. This can add an extra dimension to your treatment and provide clients with results that they wouldn’t be able to obtain otherwise. With the addition of technology comes another layer of thinking to be considered – where should you position your machine treatment in the order of the facial, has enough time been allocated to use the device, how much will it cost to include this method in the
treatment, who will be carrying out the treatment, are they trained in using the device and what will be your staffing charges if you do not wish to carry out the signature treatment yourself?
This may seem irrelevant at the time but it will actually become very important information that you will need to use later to help you price your treatment correctly.
As your signature treatment is unique to your business, you will no doubt want to charge for this point. However, it is important to make sure that you understand your market and do not price yourself out of your clients’ range.
Marie-Louise helps to explain exactly how to decode the best price point for your treatment: “Firstly cost your products. There is no point in plucking a price out of the air – and I appreciate it is timely and boring – but you must work out exactly what the treatment costs you to do remembering to include staff costs, consumables and overheads. Then take a look at the prices of the other facials you do. It is likely that your signature facial is going to be the most expensive you do due to its exclusivity but don’t over price it and potentially price yourself out of the market.
“In terms of price point, keep it simple and competitive when comparing surrounding similar services on offer, it’s new and unique and that must reflect in the price.”
in writing
When all is said and done, after time has been spent researching and creating the best treatment possible, you don’t want to fall at the last hurdle – make sure to market your facial. Be proud of what you have achieved
and make sure this echoes in your treatment menu.
“A signature treatment must always be highlighted on any price list and must stand out. I would advise that you position the treatment at the top of your facial section, perhaps in a special box or with some sort of border to really make it stand out. As time goes on you may decide to develop several signature treatments perhaps for face, body, nails etc. so you could have a whole area of your treatment brochure designated to signature treatments,” notes Marie-Louise.
Perhaps offer an introductory trial period where you give 10% or 15% off your signature facial for the first month to encourage clients to test it out. Keep menus and notices at your till point so that clients are aware of all your special offers and what makes you unique. Hand out loyalty cards for your signature facial where customers can receive their ‘5th treatment free’. It’s all about encouragement and being proud of what you have created. Don’t forget to shout about it. After all, it’s exclusive to you – something they can’t get anywhere else.
“[Your treatment] may be positioned to be an introductory offer to escort new clients through the door or as a tool to target existing clients with a discount when pre- purchased in a course of treatments,” adds Marie. “Whoever your target audience is, and whichever facial you decide to offer, a ‘signature facial’ is an essential ‘must have’ on your treatment menu.”
Join the conversation: #GNSignatureFacials
You may also want to consider what specific technology you want to include in your facial. This can provide clients with results that they wouldn’t be able to otherwise obtain. Image ©
istock.com/danr13
72 GUILD NEWS
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