The ’90s and new millennium brought us thin brows and colorful lashes. Next came the resurgence of the natural look with fuller brows and lashes to match. No matter what the year—or trend—lashes and brows continue to dominate the beauty industry. According to a report by MarketWatch, the eyelash-enhancing market (think serums, extensions, and more) is expected to grow by more than 5 percent by 2027, positioning the market to reach nearly $580 million. If your spa isn’t offering the latest services and trends, you’re missing an opportunity to boost revenue, retain clients, and more. Here, check out the latest lash and brow trends and how to market them to your clientele.
While your spa may have the best lash and brow guru in town, if you don’t get the word out you won’t attract new business. Here are a few tips from industry experts on how to market your spa’s lash and brow services.
“One of the most effective ways of marketing lash and brow services is via word of mouth from your clients. What is the best way to increase referrals? Making sure the results you’re getting are the best in town. The best way to do that is to focus on education and the quality of the products you use in your spa. It’s common for professionals to try to shave down operation costs by looking for low-cost supplies that often result in extensions that fall off prematurely. Others will try to save money by learning their skills from a coworker, friend, or by watching video tutorials on social media rather than investing in the kind of education that will get them the most beautiful and longest-lasting lash and brow results.”—Sophy Merszei, founder and CEO, NovaLash
“People want real information from their technicians more than they want beautiful imagery. Videos showing how procedures work, Q&As, and of course, before-and-afters all help consumers understand the process and choose the technician that’s right for them. Don’t shy away from the potential drawbacks or negatives associated with a procedure. Addressing that is what’s going to help build your client’s trust.”—Jordan Reid, founder, Ramshackle Glam
“Posting before-and-after images on Instagram is one of the easiest ways to market your spa and salon, so don’t forget to use it to your advantage. By doing so, you’ll be able to showcase your clients’ incredible results, reach more people than ever before, and share news about services that your existing clientele may not have considered trying before. Consistency is key, so don’t give up.”—Laura Wylie, director of education, Grande Cosmetics
“The goal of marketing is education and transparency. With beauty-lovers being more inquisitive than ever, using safe yet results-driven products is key.”—Lori Jacobus, president and global CMO, RevitaLash Cosmetics
“Social media is a great way to showcase work, but professionals should go beyond that and use social media as a way to educate customers on services and talk about what differentiates your service. Creating content, posting videos, and answering questions can bring great results. We have to come to an understanding that our clients are not from the beauty industry. Coming from a place of knowledge with details of what we do can really help clients connect to our brand and services.”—Fernanda Silva, owner, The Chair Salon and Spa (Calabasas, CA)