August 2009
Build Your Business with Cosmetics
By Adrienne Kramer
Why do women buy a new lipstick?
Actually, for a variety of reasons—they bought a new dress, have a date or special event to attend; they want a quick pick me up or even because they lost their favorite tube.
Or, it could be as simple as they saw a new color they loved and HAD to have it. In fact, the lipstick market continues to grow because there is nothing to cap its usage. Are your clients buying their lipsticks and other cosmetics from you, their chosen beauty adviser?
The single most important factor that influences consumers to buy cosmetics is emotion! But today’s client is also different than she was last year. She’s spending less on her hair, probably appointment stretching by at least a couple of weeks. According to a recent panel of modern women of all ages and races, today’s client calls herself a “frugalista” and she’s watching every dollar.
The good news is that beauty matters to her and she is willing to spend her money on what’s important to her. She may streamline extraneous beauty rituals, but she realizes that premium products prove themselves, and she will spend money for things that demonstrate high quality and value for the dollar.
Here, are some tips for building your cosmetics business.
- You have to have cosmetics in your salon in order to sell cosmetics services and products. In addition to a large display area, you’ll want to have impulse items for sale on your front desk and retail shelves, as well as a touch-up area where your team can offer a quick re-application of a few products after every hair service.
- Chances are, there’s someone working your front desk who is passionate about beauty and cosmetics, but might not have a cosmetology license. This is the perfect opportunity to get them involved. Give extra incentives and training to help turn her into a top sales person.
- Wear makeup every day. Beautiful makeup is always a great conversation started with clients between tips about hair.
- Make a makeup plan for the year. Partner with a cosmetics company that offers bimonthly promotions that make it easy for you to introduce a new trend or product or special promotion to your clients. Think about how women wait for the department store promotions by the big cosmetics brands. When you have something new to create excitement every client cycle, they’ll looking forward to learning what’s new at your salon.
Adrienne Kramer is president of Mirabella Beauty, salon professionals’ No. 1 choice for cosmetics. For more information visit www.mirabellabeauty.com.