Tucked away in a corner of the salon retail area, there’s a little section that no one is paying attention to. Unless you have a bride or a teen headed off to prom, your clients may not even know it exists. But fortunately there is salvation for all those lost make-up areas out there—and for you too! When it’s brought front and center, make-up not only boosts your sales, it helps show your clients how committed you are to their complete beauty regimen. Three owners share what they are doing right to make cosmetics sales a success in their salons, starting with choosing their retail wisely.
Picking a Line
When it comes to choosing which products to invest in, Beth Melchior, co-owner of Salon Suites & Spa in Cedar Rapids, Iowa, says she and co-owner Lisa Torgersen went through a process of elimination. The salon’s current make-up line was being discontinued, so they went in search of a replacement.
“We go to trade shows and events, and we receive a lot of trade magazines, so we see the new products being launched,” says Melchior. “We know mineral make-up is huge, so we were very interested.” At one show, they visited the Mirabella booth and bought products to take home to try. “We loved it. We decided to take on the line, because it was the one that we felt most strongly about,” she says. What they liked about Mirabella, in addition to its use of minerals, was the full line-up of products including high-quality brushes, several different foundation choices and consumer-friendly colors.
Susan Brennan, owner of Destiny Lifestyle Salon and Spa in Clayton, Ohio, opened her Aveda Lifestyle salon in September 2007, and carries the full line of Aveda make-up. She’s been in the business since 1979, and owned another (non-Aveda) salon prior to this one, so her experience with make-up lines has been extensive.
“My advice is to get a really good line. I had trouble being successful with make-up before,” she says. “Get an excellent line you believe in, then educate the entire team—not just the estheticians.”
What’s the bottom line? “Make sure the actual product display is consumer-friendly,” says Melchior. “Our previous make-up line was easily accessed, but it was really big and took up a lot of space. Mirabella has nice little palettes with great imaging. You need to have the make-up available hands-on so clients will use the testers even if someone is not there to help them.”
Educating the Staff
After picking a line, get your staff on board. At the Beauty Lounge in Pasadena, California, co-owner Joe Aboytes is also one of two trained make-up artists.