Business promotion in cosmetology: where to start and what to use

When creating your business in the beauty industry, first of all, it is worth answering a few questions: what can I offer my clients, what preparations and devices I will have to work with, and what needs of my clients I can solve. The modern aesthetic market is actively developing every day, so the issue of competition and promotion of your own business is quite acute for beauty industry professionals.

Focusing on modern promotion tools, we often forget to use proven methods such as word of mouth, promotions, discounts and other useful features. ZEMITS brand manager in Ukraine, network promotion specialist, head of marketing department Inna Ilchenko shared with readers of estet-portal.com the secrets of business promotion in cosmetology.

What does the concept of a personal brand include

I.I.: Nowadays personal promotion is very important, because being a good specialist, and sometimes even the best in your field, if you don't know how to "sell" yourself, you will not be in demand. Let customers know more about you, don't be afraid to make yourself known.

I have analyzed a number of successful businesses in the field of cosmetology and I can say with confidence: no matter what services you offer, if you know how to use promotion and form the right image of your brand, you will be more successful than your competitors. Why am I talking specifically about the concept of a brand, even if you work as a private beautician? Typically, customers buy more than just facials. You have no idea how many times a week I hear from my friends the phrase “yesterday I visited my beautician”, or “I will go to my beauty salon tomorrow”. That is, women do not talk about what happens during the – they identify beauty procedures with their beautician or beauty salon.

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Often, women turn to a beautician not only for beauty, sometimes VIP status and prestige are more important to them.

 

Besides this, we come to specialists just for the sake of communication. And with whom else, if not with your favorite beautician, you can discuss the latest news on work, talk about the achievements of children? It has long been known that people buy in order to eliminate their problem and experience pleasant feelings. This is especially true for women – After all, we often buy on emotions. Therefore, please your clients more often, note the improvement in their appearance, ask how they are doing and you will get clients for life. 

How to interest a client and make him a regular customer

AI: Don't be afraid to sell more services to one client. Here are some effective tips to help you promote your services:

•    Increase the average bill of your salon. For example, ask your client to apply a rejuvenating face mask while performing a vacuum body massage. The client will regard this as a concern, if you do it unobtrusively, the more you are in his eyes – a true beauty expert. Offer him to buy skin care cosmetics from you, besides, now many companies offer discounts for beauty industry specialists;

•    Discount for a course of procedures. Tie a client to you by providing a discount for the entire course of procedures, subject to full payment. Many clients do not complete the course of procedures, and thus do not get the desired results, and you – desired profit;

& bull;    Girlfriend Discount. A simple and easy to use method that is often forgotten or misused. Be sure to give discounts to those who bring new clients to the salon. At the same time, both – both the one who brought and the one who was brought.

Also, promotion of a business in cosmetology, like any other, cannot do without advertising services and other modern promotion tools.

Read also: What types of marketing can be used to promote the clinic

At the same time, both – both the one who brought and the one who was brought.

Also, promotion of a business in cosmetology, like any other, cannot do without advertising services and other modern promotion tools. At the same time, both – both the one who brought and the one who was brought.

Also, promotion of a business in cosmetology, like any other, cannot do without advertising services and other modern promotion tools.

Read also: What types of marketing can be used to promote the clinic

Which promotion tools are the most effective

A.I.:
You can use a promotion specialist, but if your resources do not allow this yet or you have employees who can take on new responsibilities, you can use old and time-tested techniques for online promotion.

These include:

Word of mouth.
Create a community where you can notify customers about your new products, promotions and innovations. Groups in instant messengers are perfect for this. Ask clients to add their friends to the chats who are also interested in your services. In this simple way, you increase your reach and can effectively interact with your audience;

2. Use social media.

Regularly post useful skin care tips on your pages. Make sure your posts are actually helpful and don't go overboard with the amount of self-promotion.

Such advertising can be set to the place of sale, that is, it can be seen by those who are close to your salon, and you can also choose the age and interests of your future customers. Experiment with several ads to see which works best.

Promoting Your Business – not such a difficult task, the main thing is to understand how the modern sales market works and use several tools at the same time. modern alternative to invasive methods

How important is the choice of equipment for a specialist

I.I.:

Equipment selection – this is a very important step: if you work in hardware cosmetology, you must be 100% sure of the quality of your devices.

rend ZEMITS

offers high-quality equipment for the most trendy hardware techniques: hydrodermabrasion, oxygen mesotherapy, hydrogen peeling, RF lifting, ultrasonic cavitation, microcurrent therapy and others.

More than 1,500 pieces of equipment are sold monthly in the European and US markets.

The important point is that we provide a 24 month warranty, deep professional knowledge of the treatment method, improving your skills with training for each device and strong marketing support.

I also want to add an important detail – For your beauty business to flourish, you need not only to have a wide customer base, good products and equipment, but also to be in the trend of new aesthetic medicine.

The market for cosmetology services is constantly evolving, and if you want to always stay on the crest of the wave, visit not only exhibitions and congresses, but also training seminars.

Team

ZEMITS

will participate in the Estet Beauty Expo exhibition from April 11 to April 13, 2019 in Kyiv at the IEC and invites all interested professionals to visit the main cosmetology exhibition of spring with us.

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