Most spa-goers likely have hair-removal needs, but some might be hesitant to book these services for fear of the potential pain or side effects. Here are some effective marketing strategies to consider to encourage clients to try these services.
1. Utilize Social Media: “Social media is one of the easiest ways to market your business. It is free and a great way to show off what you can do. Before-and-after photos can be very effective to demonstrate the instant results that waxing provides. Client testimonials on your social media sites as well as on your website can be very effective for marketing your waxing services. With waxing, you want to make sure that your followers and potential new clients feel comfortable before they even walk into your spa.”—Lindsay Miller, president, Lycon Wax USA
2. Offer Packages and Memberships: “Generate recurring revenue by promoting packages and memberships to maintain loyal customers or offer an upsell service like an upper lip or chin wax.”—Leslie Molina, senior category manager, AII for GiGi and Satin Smooth
3. Stock Retail Shelves with Aftercare Products: “For in-between services, we suggest offering products that can help relieve irritation, and reduce and prevent bumps and ingrown hairs.”—Molina
4. Make it a Relaxing Service: “Waxing doesn’t have to be a dreaded, unpleasant service but can actually be a relaxing experience for clients with the proper protocol, and it should be marketed this way. For example, we’ve created the Repêchage Waxing is Relaxing Ritual that begins with a dry brush exfoliation that works to remove dead skin cell buildup and reduce the appearance of ingrown hairs. It is followed by gentle hair removal with a soft, creamy wax and performed with muslin strips containing a high thread count to provide maximum adhesion and allow for perfect hair removal. The ritual concludes with a soothing massage over the waxed area and a facial treatment.”—Lydia Sarfati, founder and CEO, Repêchage