Issue link: https://www.ascpskindeepdigital.com/i/1174214
58 ascp skin deep november/december 2019 Aisle Style If you do decide to hit the bridal market, Amaral recommends making sure you're charging enough money for on-location services to offset what you would be making during that time in the spa. She says, "Include your travel and setup times in your calculations, so you're not losing money." While adding bridesmaids, family members, and special guests to the makeup services list can help make your trip worthwhile, be sure you're charging what your professional services are worth. Client Crash Course Many times, people don't wear a lot of makeup because they are afraid of looking too overdone or they stay away from it because they don't know how to appropriately use it. Consider offering one-on-one lessons or a group class to teach makeup types, usage, and applications that are appropriate for different skin types/tones. By hosting, you can channel your inner product rep by dropping powerful nuggets of product knowledge that will boost excitement about your line and promote product loyalty. You can take this a step further and do seasonal sessions. For instance, a Mother's Day promotion with a "mom and me makeup" date allows clients to bring a family member and spend time with them while learning and purchasing products from you. Another way you can do this is with an evening makeup crash course around the holidays, and market it to your clients as an opportunity to look great for their upcoming parties with their new makeup and knowledge. MARKET IT Once you have an idea of what you want to offer your clientele, marketing it to them is the second step and should start the moment they book their appointment— and shouldn't end until long after they've left the treatment room. Update Your Space You'll want to update the information on your spa menu and on your website as soon as possible. Ask your brand rep (if you have one) for shelf-talkers, table-talkers, and any other marketing pieces that may help influence the sale and raise awareness of your new line. Be creative in highlighting your marketing materials. You can add them to your waiting area, treatment room, restroom sink, and other areas a client may visit. You can virtually add information on your website, appointment emails, social media pages, and even email signature. Easy Ways to Add Makeup to Your Treatments • Add a swipe of lip balm at the end of the service. (Make sure you have them on hand to retail as well!) • After lashes, add concealer under the client's eyes. • After waxing, add a mineral dusting and use a brow pencil to fill in, then use a highlighter to show off that newly defined brow.