Pack your bags…it’s time to tell that troublesome under-eye area goodbye.
Even skins in great condition have delicate areas around the eyes that need extra care. Fine lines, dark circles, puffiness, crepiness and dehydration tend to cause the most concern.
In-salon promotions that focus on this delicate eye area tend to be hugely successful.
I like to begin by creating some eye gift packs and personalizing them to suit my product brands. Your product representatives should be happy to assist with this as they are always eager to ensure the correct branding of their product. They might also be able to help with team training and provide samples.
Once you have your packs ready, it’s time to launch your promotion: an offer of free mini eye treatments based on your products. These treatments could include cleansing, exfoliating, a masque and moisture protection; I tend to stop there, however, if you stock a cosmetic brand you might want to include eye shadow and mascara.
For dark circles and puffiness, put together a retail pack with a camomile tea bag and a cute note saying, “This is the only bag your eyes will see from now on.” They can enjoy the tea while relaxing with the eye-masque on.
Have a bowl of sliced cucumbers as part of the display, and keep them looking nice and fresh. Offer your guests a glass of iced water with a slice of cucumber before the treatment begins.
During the treatment, have staff focus discussions on the symptoms and benefits of caring for the delicate eye area. Remember, what each therapist may see may not be what concerns the client. You need to listen to each client’s concerns and respond accordingly, incorporating what the specialist has also noticed. While your team are performing the eye treatment, they could offer to carry out a full skin diagnosis, so they can address all the client’s skin concerns and recommend a treatment plan accordingly.
When it comes to bringing new customers in, why not talk to your local opticians and ask if they could include an eye care leaflet offering some tips for caring for the delicate eye area, including a menu describing your salon’s treatments and their benefits, along with the special promotional price? Invite their staff for a complimentary taster, so they can spread the word to their clients. You could also suggest DL flyers at their counter, a note about your salon’s promotion with their old fashioned or email mail-outs, and a link to your salon on their website. Remember to add a date for when your special offer is valid until, to inspire immediate action.
In the lead-up, ensure your team is trained in all promotional products and treatments, including your receptionist, so that they can all confidently promote your services to salon guests. A confident team always equals happy guests.
Get your team excited! Offer movie tickets or a dinner out to the most successful team member over a two week period. Assess this on number of treatments performed, sales and return bookings for the same treatment, and a bonus point if they book the guest in for a new treatment altogether.
Chart everyone’s progress and praise daily, offering guidance to those falling behind. And remember, with all salon promotions, keep it guest focussed and fun!