When you market make-up this way, clients immediately identify with one of the four looks and ask to have it done, Layne says. But she encourages estheticians to lead the client toward a full program of make-up instruction. “Clients go for it, and you have four appointments,” she reports. “You teach them how to do each look and, by the way, the price goes up when you’re teaching.”
Bridal make-up comes with its unique sales opportunities and incentives. “Financially, weddings can be very rewarding,” notes Rushworth. “You may be able to set up a whole package of appointments for 10 women, and often the bridal party will purchase the make-up so they can maintain the look all day. In addition, you’re bonding with them on a very emotional day. They may book subsequent appointments once you’ve built those relationships. After the event, the bride may send you a photo, which really tells you that you’ve done a great job.”
Being an esthetician gives you an extra edge with brides, notes Kolenda. “Estheticians know what to recommend to set a bride off on a healthy journey toward the big day,” she explains. “Brides are stressed, and your skills can help them through that period of their lives while making them look good, too. An esthetician can provide something that’s much more full-service than a make-up artist can.” It also helps to be an esthetician if you don’t meet the bride until the day of the wedding, she adds, because “you have to figure out how to make the skin look good for eight hours.”
You can give brides, as well as all clients, the option to have an airbrushed make-up service.
“This make-up lasts from a few days to a week and looks perfectly natural,” Kolenda says. Applied with a small spray airbrush, the creme-to-powder spray covers the skin with a light film. “Bridal parties do it because it stays on and gives a flawless finish,” Kolenda adds.
Any time a spa client is poised for a life change, a make-up artist can help her match her image to the new situation. College graduation is a good example. Says Layne, “When young women first hit the pavement in search of the right job, they usually they need some help. They shouldn’t wear trendy make-up; they need to look credible and serious about working. A make-up artist can be very helpful in introducing a classic look that will open doors.”