Multifunctional and multi-sensorial products like balm-to-oil formulas, clay-to-cream face washes, cream-to-powder blushes, powder-to-fizzy-foam masks, and powder-to-rubber facial masks prove that change can be good—especially when it comes to skincare. When Korean beauty-inspired texture-changing products became popular in the U.S., customers became fascinated by the exciting and fun multi-sensory experience of applying the products and seeing the textures transform right before their eyes. As a result, texture-changing products continue to be all the rage today. Clients enjoy being part of the experience—watching the products change, feeling a cooling or heating sensation, and smelling the product’s ingredients.
“Texture-changing products are popular today because they’re just as fun to use as they are effective,” says Natalie Pergar, lead skin care trainer for Eminence Organic Skin Care. “They offer many different benefits to the skin depending on the type of product, including hydration, exfoliation, and anti-aging. Because texture-changing products offer that wow factor, they’re incredibly captivating to spa-goers. A product that changes texture by bubbling, fizzing, or melting is an exciting experience that the client will remember, and the results will keep them coming back.”
Social media is just one way for clients to become aware of texture-changing products and their benefits to the skin. You should also ensure you and your staff effectively market the texture-changing products used in your spa’s treatments and those that are available for purchase in the retail areas. Here are a few helpful tips:
- Recommend the products as part of a corrective homecare regimen. “They can either be used as an extension of what you are doing in the treatment room or as a way to support the corrective work you’ve done in the office,” says Shannon Esau, CEO and national educator of Rhonda Allison Cosmeceuticals. “They may also be suggested as a follow-up step after a peel or corrective treatment.”
- Emphasize the many uses that one product can provide. “A clay-to-cream product can function as a cleanser as well as a mask by just leaving it on for a few minutes, then rinsing it off,” says Janel Luu, CEO and formulator of Le Mieux Cosmetics. “As a two-in-one face wash, the client gets the benefits of a cleansing cream as well as a separate clay mask.”
- Use visuals to show clients how the products work. “When displaying retail products, include photography of the before-and-after change, or how to use them,” says Shannon McLinden, founder and president of FarmHouse Fresh. “Because texture change is so unexpected, customers need an impactful visual to understand the novelty.”
- Set up product demonstrations. “Texture-changing products offer a source of entertainment and instant results, so they’re best suited for a product demonstration in order to drive sales,” says Pergar. “Spas can have a mini treatment station in their retail space that allows spa-goers to see and feel the products for themselves. This also allows spas to target walk-in clients that might not have any services booked—the more products they’re able to try, the more likely they are to make a purchase.”
- Offer discounts and special pricing. “Spas and salons can offer specials, such as discounts on facial treatments when purchased in a series and for seasonal events,” says Lydia Sarfati, founder and CEO of Repêchage.