Retail items that sell your services

This week I uncovered two new ideas that spas and salons could sell in their retail areas to help sell their makeup, hair and skincare services.  The first one is Color On Professional, an instant eye shadow press-on applicator.  (Yes, I said "press-on" but this nothing like press-on nails or anything like that.)   And the second is a new book "How to Not Look Old" by Charla Krupp.  Both require a small investment on your part for inventory, but are conversation starters, buzz-builders and can be tied into a strategy to increase publicity and interest in your booking your services.

Carrisa from Hooked on Beauty created a video review of the product that does a wonderful job of showing how easy it is to apply.   The eyeshadow kits come in a variety of pre-designed shadows from the typical greys and neutrals to fun leopard and animal prints. It is great for your clients who want a finished an professional eye shadow application but lack the time or ability to apply it themselves. 

The eyeshadow kits are available in wholesale from Color On, just call to have them send you a wholesaler kit, and you'll be listed on their surprisingly short list of retailers on their website. 

Ideas for using these products to sell your makeup and skincare services:

• For every kit sold, offer a free application demonstration.  This is a 10 minute appointment that you can offer only during a few hours a week so your schedule stays efficient.  This gives you the opportunity to teach your clients how to apply so that they will use all the shadows and return to purchase more.  You also have the opportunity to upsell other makeup products and services (custom blended foundation? Airbrush makeup or tanning? chemical peels for uneven skintone?)

• For every paid full makeup application, include a free kit for a limited time.  You'll be able to show them how to apply and also let them experience your other makeup products.  Use this educational opportunity well to uncover your clients skin care concerns and share what products and services are solutions.

Charla Krupp is a beauty editor from InStyle, Glamour and the Today Show.  Her new book, "How to Not Look Old" provides some excellent and practical advice for looking Y&H ("young and hot") without looking like you are trying too hard.   It is a quick read and one can pick up some quick tips just spending five minutes flipping through it.  Since the majority of your clients are also interested this type of information, having this book in your waiting room and a few copies in your retail area is a great educational service to your clients.  In addition to educating them, the book recommends makeup tips, skincare regimens and hairstyle strategy to support your salon and spa services.

One thing to be aware of is that she does recommend specific products (from Spanx to skincare brands) and includes of a short spa and salon directory in the back of the book.  The directory is very similar to the Allure directory published in October 2007 that covers the major metropolitan areas.  I would have preferred seeing a more objective view of "where to go" with spa directory listings, but depending on your location this directory may not include your direct competitors.  Despite these faults, carrying a few copies in your retail area are a good conversation starters with your clients.  [Note: I searched unsuccessfully online for ways to purchase the book in bulk.  Amazon.com offers $10 of list, which could be your margin for reselling the book at list price.  Keeping your inventory low would work if your intent is simply to ride the buzz that is up and coming with this book.]

Ideas for using these products to sell your makeup and skincare services:

• Create a "Got Bangs?" promotion for your stylists where you mention that the book recommends bangs as a solution to look younger. 
• Write and release a press release to your local paper that highlights the services you provide that are recommended in this book.  "<Your spa Name> Spa and Salon  offers ways to look 10 years younger as recommended in the best selling book "How to Not Look Old"
• Create a "Go Pink" promotion and provide a small discount on purchasing two pink lipsticks. Tie it into Breast Cancer Awareness month in October for added publicity opportunities.
• Create a list of your products that meet the criteria recommended in the book for: makeup primer, foundation, lips, eye color and hair care.  Rather than having clients go to Sephora looking for a brand, lead them to your products that provide the same results.
• Approach your local morning TV show and offer to explain or demonstrate more about the tips provided in the book.  They may not be able to book the author for an appearance, but would be interested in having a segment about the topic with you as the local expert.
• Partner up with a personal stylist in your area (e.g., an Essential Body Wear consultant for customized bra fittings or a local stylist like Urban Darling.)

Remember that good marketing is not about the action of sending an email or printing up a flyer,  it is about the words and message that you use to connect your solutions to your clients problems and needs.  These two products solve your clients concerns and being their go-to person as the expert strengthens their loyalty.  Be the first to tell them about it, before it hits the major media channels, and you will be ahead of the trend!