“Education is a big key,” says Aboytes. In addition to attending classes through the salon’s make-up line, Trucco, he has also paid for advanced make-up classes at Los Angeles-area make-up academies. “Education breeds confidence, and that makes it easier to sell,” says Aboytes.
At Salon Suites and Spa all the stylists are educated in make-up through Mirabella classes and can perform touch-ups for their clients. The salon also has a new hair stylist, who has had extensive make-up training, and who’s role right now is dedicated to doing make-up—both touchups and full make-up sessions. “Having someone readily available, an artist on staff, is a great thing,” says Melchior.
The launch of different collections for the spring and fall seasons also gives everyone on the staff something new to talk about, so utilize the demonstrations and classes for new colors and techniques offered by the manufacturer. Each season, an artist from Aveda will come in to Destiny to show the new colors. The salon turns the day into an event, with clients scheduling appointments with the make-up artist throughout the day, and Brennan offers guests who get their make-up done 10-percent off any cosmetics that day. Mirabella did something similar for Melchior and her staff when they took on the line, sending an educator for a day to do make-up lessons and demonstrations. Clients could book an appointment for $25, and the money went toward any product purchases. Within two days, every appointment had been booked.
“As owners it all comes back to education,” says Melchior. “If you have two make-up lines you’re teetering between, look at what they are going to give you for education and promotional items and go with the better one.”
When it comes to selling your new make-up line, introducing it to your customers properly and keeping it at the forefront during their visits is of utmost importance.
“When you have a new launch, typically it goes well off the bat,” says Melchior. “But six months later, everyone forgets about it.”
To keep your clients engaged, you have to start with your stylists. Melchior runs staff incentives, and just finished one promoting their make-up line. The stylist with the most make-up sales won a prize.
Complimentary touch-ups are a no-brainer when it comes to selling any make-up line. According to Brennan, when they provide a blush or lip touch-up with another service, their make-up line practically sells itself. >
“People want to know what’s new and they want to experience it for themselves,” she says. “It’s up to us to take the time to show them the latest. Don’t let them get stagnant.”