As an esthetician, your services play a crucial role in helping clients look and feel their best. But if you’re not integrating retail into your business, you’re missing a significant opportunity to both enhance your clients’ experience and boost your revenue. Retailing isn’t just about making sales—it’s about providing clients with the tools they need to maintain the results of your treatments at home.
Let’s explore how you can maximize your esthetic services with retailing and create a win-win situation for both your clients and your business.
1. Build Trust Through Education
One of the most effective ways to approach retailing is through education. When clients understand the benefits of the products you recommend and how they complement your services, they’re more likely to make a purchase. The key is to position yourself as a knowledgeable advisor rather than a salesperson.
During each service, explain what products you’re using, why you’re using them, and how they can help your clients achieve their skincare goals. For instance, if you’re performing a hydrating facial, discuss the importance of maintaining moisture at home with products like the Esse Bakuchiol Serum or Repechage Hydro-Complex PFS. Offering clear, actionable advice will build trust and encourage clients to invest in their at-home care.
2. Recommend Personalized Products
Personalization is key when it comes to retailing in the esthetics industry. Clients are much more likely to purchase products when they feel the recommendation is tailored to their specific skin type and needs.
Take the time to understand each client’s skin concerns and goals. If a client struggles with acne, suggest a targeted solution like a clarifying serum or spot treatment. For clients concerned with aging, recommend products containing ingredients like hyaluronic acid, retinoids, or bakuchiol. Keep a record of each client’s skin profile and use this information to make personalized recommendations during every appointment.
3. Create a Seamless Experience
A seamless experience from service to retail makes it easier for clients to purchase products without feeling pressured. One way to achieve this is by incorporating retail products directly into your treatments. For example, during a facial, use products that are available for purchase and explain their benefits while you work.
At the end of the treatment, clients will already be familiar with the products, making them more inclined to buy. Have the recommended products available for clients to purchase on the spot or offer an online store option so they can make a purchase later.
4. Bundle Products with Services
Another great way to maximize your retail efforts is by bundling products with services. Create special packages where clients can receive a discount when they purchase a set of products along with their treatment. For example, you might offer a “Fall Skincare Reset” package that includes a facial treatment along with a discounted set of skincare essentials like a cleanser, serum, and moisturizer.
This not only encourages retail sales but also positions your services and products as part of a comprehensive skincare regimen, showing clients the value of maintaining their results between appointments.
5. Offer Incentives and Loyalty Programs
Incentives are a powerful motivator for clients to purchase products. Consider offering special discounts, loyalty rewards, or gift-with-purchase deals to entice clients to try your retail products. For example, you could promote a buy one, get one 50% off deal on selected items or offer free samples of new products with every treatment.
If you have a loyalty program in place, reward clients with points or discounts for every retail purchase. This encourages repeat business and gives clients an extra reason to choose your products over competitors.
6. Use Follow-Ups to Drive Retail Sales
Following up with clients after their appointments is not only great customer service, but it’s also an opportunity to reinforce your retail recommendations. A week after a treatment, send a personalized email checking in on how their skin is responding and suggesting any additional products that might help maintain or improve their results.
This follow-up can also include an offer, like free shipping on their next order or a small discount on their next retail purchase, creating an additional incentive to shop with you again.
7. Display Products Strategically
In your treatment space, make sure your retail products are prominently displayed and easily accessible for clients to browse. A well-organized, attractive retail display can catch a client’s eye and spark their interest in products they didn’t know they needed.
Arrange products based on categories, such as skincare essentials, targeted treatments, and seasonal must-haves. Highlight promotions and special offers in your display area to draw attention to key products. You can also feature products that align with the treatments you offer, ensuring clients can easily find the items you recommend.
Conclusion: Retailing is an Extension of Your Service
At its core, retailing is about providing value to your clients. By offering personalized product recommendations and explaining how these products support your treatments, you’re helping clients get the most out of their esthetic services. At the same time, you’re creating a new revenue stream for your business.
Remember, retail doesn’t have to feel “salesy” when you approach it from a place of education and genuine care for your clients’ skin health. When clients see the results that come from combining your treatments with at-home care, they’ll be more likely to trust your recommendations—and continue coming back for both services and products.