Issue link: https://www.ascpskindeepdigital.com/i/78523
Should You Choose Big Brands? Choosing a product line that is well-known to the general public can be beneficial to your spa in many ways. Some clients will already trust and seek out these products. This can translate into some automatic sales. In addition, the larger companies usually have formal product and service training available for estheticians. The downside is that these brands are often also sold direct to the public online or through discount retailers. If customers know they can get the same product elsewhere for less, it will put a crimp in your sales. When looking at product lines, ask the companies if they sell to discount chains or direct to consumers. Ask how they police discounted sales. When selling a product line that you know the client can buy cheaper elsewhere, the best way to counter that problem is to offer a generous return policy or include some kind of education with the products purchased from you. Clients must be helped to understand that they are paying for your expertise, not just for the product itself, so that buying from you ensures they will get the best results possible. Should You Choose Private Labeling? The quality of private label products has increased tremendously in recent years. There are pricing, packaging, and product options available to suit spas of every type. Products can include anything from skin care and makeup to spa attire, music, and other relaxation items. Specialty labs can even help you create your own formulations for skin and body care products, though this requires an investment of time and money that may not make sense for every spa. From a marketing standpoint, having an in-house line with your spa's name on it can be invaluable. Every single retail item is in itself a marketing piece for your spa—a reminder of the experience clients had at your establishment, and something that will prompt their ongoing business with you. However, as mentioned, some clients do prefer to use a well-known product line. To overcome this obstacle, it is essential to be able to talk knowledgeably about your product, its ingredients, and the results it will provide. Avoid the Traps Whether you choose a famous brand or something that is lesser known, always buy only from legitimate manufacturers and distributors. Stay away from resale networks such as eBay or second hand outlets, as well as products that were possibly diverted (legally or illegally) from their intended markets. You should also be wary of selling unregulated, handmade products—even your own. This opens you to a greater risk that a client will be harmed, and leaves you with little to no insurance protection if that happens. At the end of the day, remember that no matter what products you choose, what makes a service truly special is you. Making your clients feel welcomed and at ease, combined with creating an unforgettable experience, is what will truly make you successful. Felicia Brown is a licensed massage therapist based in Greensboro, North Carolina. She has owned two day spas and opened her consulting company Spalutions in 2005 to provide business and marketing coaching to spa and wellness professionals of all types. Contact her at www.spalutions.com or felicia@spalutions.com. Questions and Exercises Before Choosing a Product Line 1. What is the primary reason most of your clients come to you? 2. What are some secondary reasons your clients come to you? 3. What conditions or symptoms do they most often have? 4. What activities or sports are most popular with them? What common lifestyles or interests do they have? 5. Make a list of the products that best fit with the conditions, problems, concerns, or desired results of your clientele. 6. Make a list of the products you currently suggest to your clients for home care. 7. If you could do it at no cost, what would you give your clients to take home? Thinking about this question will give you a great starting point for potential retail items. In addition to skin care products, consider items such as high-quality tweezers, eye masks, gift items, CDs, candles, or wellness/relaxation items that fit with the style of your business. Get connected to your peers @ www.skincareprofessionals.com 17