Business
Make the Holidays
Count for Your
Beauty Business
T
he holiday season is right around the corner.
As a beauty professional or store owner, do
you have strategies in mind to help boost
bookings and retail sales, or are you sitting
back and letting clients come to you? Why
not take advantage of the opportunity to help your clients look their best at all those office parties, family
gatherings, and other fun holiday outings. We think
you’ll find that it’s possible to really amp up the holiday
cheer with a little extra effort on your part. We spoke
with Master Stylist Kelly Hawkins at Hairroin Salon in
New York City, beauty supply store owners from across
the country, and Travis Johng, a beauty industry expert
and researcher, about what they expect this holiday season and how to drive interest in products and services.
Tips for Beauty Professionals
For the cosmetologist who’s looking to fill up his or
her book, there are a few easy ways to promote your
services. One way to
see a boost in holiday
appointments is to remind your regular clients the holidays are
coming. “People really like to treat themselves around the
holidays,” says Kelly Hawkins, Master
Stylist at Hairroin Salon in New York City.
The next time you
see them, ask them if
they’ve thought about
what they’ll do to get
Kelly Hawkins
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COSMOBIZ SALON NOVEMBER 2015
ready for the season. It is the time of year for making
changes, so why not freshen up a cut or color or try a totally different one. Maybe they’d like to try extensions
for the first time or get bangs now that the heat is gone.
Kelly notes that “On average, people like to go darker
for the winter, but that doesn’t have to be true! Nothing
is better than a wintery blonde.” Remind them that it’s
an option, and open up the possibilities.
Kelly also adds, “I make sure all my clients pre-book
this busy time of year!... If I’m going to be out at any
time, I like to put it on my social media to make sure my
clients know to get in before the holidays!” And don’t
forget to book blowouts or up-do’s for holiday events.
Kelly offers this advice: “I like to get to know my clients and their schedule, so if they have an event coming
up they make sure to book a blowout.”
Do what many retailers do and offer a holiday special. Consider handing out flyers with a small price
cut coupon, such as 25% off a cut when booked with a
color. You can also go digital and create an email campaign or use your Instagram and Facebook accounts to
advertise your promotion. Make sure to use visuals including holiday themes to help inspire potential clients’
imaginations. Kelly weighed in, “It is a perfect time of
year for up-selling all of your services. Clients that usually just get a haircut tend to add on conditioning treatments. Clients that usually get single processes like to
get highlights.” Think about each client individually
and suggest what special upgrade might work for them.
Another way to draw people in is by marketing your
services as gifts. Why not? If you have business cards,
now is the time to use them. Remind clients that extra
special treatments make great gifts. If they don’t want
to buy it for themselves, recommend that they give your
card to a significant other or parent, telling them that