. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Creating a Signature Facial
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!
“When you begin to design this treatment, really put time and thought into it so that it reflects who you are as a therapist and the ethos of your salon,” says Mariga.
“Are you focused on pampering and relaxation in your salon? Then make your signature treatment the most relaxing experience possible,” she continues. “Bring in elements of all the relaxation therapies you offer to make something truly unique. Incorporate a new skill that is not available elsewhere in your area. Perhaps you offer Reflexology, then adapting this skill to incorporate ear Reflexology with your signature facial would be amazing.”
“Add something more into the treatment than just the facial, maybe an eye brow shape, a hand massage or some Reflexology (or all three!),” adds Marsha. “This is the part that makes your treatment special and puts value into your offering. You will know you’ve gotten your signature treatment right when therapists and clients are practically singing about it!”
Touch every sense Although a facial doesn’t sound very experimental, there is no reason why in your signature treatment you cannot provide 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. While this may sound a little daunting at first, the process couldn’t be simpler.
“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,” says Marie-Louise.
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. But 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.
Because 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 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,” suggests 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.
Get trending! #IBSigFacials
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