Beauty - Creating a Signature Facial . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Signa
ture st
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“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.”
“A signature treatment is a must for every salon,” says Mariga Sheedy of Skin Essentials. “Your signature facial is something that a client must come to your salon to have, so make it worth their while! It is usually the one treatment on your menu that cannot be directly compared in content or price to another salon’s offering.”
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.
“Take into consideration what is going to make this unique to your salon,” advise Hennessy Hair & Beauty. “How is this going to better the treatments that you already provide? How are you going to market it? You need to design a type of facial that will suit both your current clientele and draw in some new clientele
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also. Ask yourself what age group do you want to target? What skin type is it designed for? Will I have the clientele for this? How much will it cost me? Can my clients afford to pay this price?”
Once you’ve explored your knowledge it’s time to access 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. This will undoubtedly shine through later when you’re performing the treatment.
“One thing to keep in mind when designing your signature treatment is ensure it is fun for you to do, if you are enjoying doing the treatment it will show through to your clients who will enjoy receiving it,” notes Marsha Abrahams, Managing Director of Boost Beauty Solutions.
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. So think about great
“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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