Services and Retail
Why do you feel it is important to have makeup services in your spa?
Makeup allows you to enhance the natural beauty of your clients in a unique, personalized way while giving them a new level of confidence.
What approaches did you take to implement makeup into your spa?
I’ve had makeup in my spa for a long time and I am very familiar with how to integrate it into my other services. I first had to decide what makeup services I wanted to offer. Then it came down to finding the right team of makeup artists and testing out a variety of products to choose what I felt was the best fit for my facility.
LeRêve Rittenhouse Spa
The most successful way I have added makeup services to my spa is including a makeup application with all of my spa packages. This way, clients who come in prior to an event that day or evening have the option of an included makeup application with the package of their choosing.
What is the most difficult part about offering makeup services in your facility?
Competition is always difficult. It is hard to push and promote our makeup products with the very prices that eCommerce websites and local makeup stores offer. People shop for low prices and not everyone is willing to pay for better quality products. We occasionally offer complimentary gifts to help with this, but I have found that including makeup services in our spa packages has been the most successful way to promote our products.
Which of your individual makeup services is the most profitable?
Our makeup lessons are very popular. A lot of people do not know how to properly apply makeup, so we do a great number of makeup lessons for bridal parties, nights on the town and for those just looking for an overall new look.
What kind of special makeup treatments and specials do you offer?
Other than our traditional makeup lessons and applications, we offer foundation match consultations, eyebrow shaping, individual and full strip eyelash applications and enhancements, tattoo coverage and organic mineral makeup skin treatments.
Describe your makeup area.
We have two big, open makeup stations located near a huge window in the spa. Each station has a hydronic chair, aprons, clean brushes and a large mirror.
What prompted you to choose the design for your makeup area?
I chose this specific area for our makeup services because of the natural light that comes in from the windows during the day. Our makeup artists are able to control how much light is coming in. For our nighttime clients we use artificial lights.
How do you select your makeup artists?
We have two makeup artists, but some of our estheticians do makeup as well. When selecting makeup artists, I specifically look for employees that can provide to our clients all the different makeup services that we offer. All of my makeup artists have an extensive portfolio that I review before adding them to my staff. I require my makeup artists to also have a great knowledge of skin care. Makeup and skin care are one in the same so I believe that a good, quality employee understands the aspects and importance of both.
How do you keep your staff incentivized?
If my employees sell over $150 of products they receive 25 percent commission; if they sell over $500 they receive 30 percent commission. Once a year I also send the employee with the best client and sales record to New York to take makeup classes and further their training in the industry.
How do you promote your services?
We use social media including Facebook, Twitter and Instagram on a daily basis. We post a variety of content including information about new products, liners, foundations, lipsticks, client reviews and photos of those who have purchased our packages, and before and after photos of clients to showcase the work that we do. This type of marketing has helped us maintain our clients as well as attract new ones. We are always sure to ask our clients’ permission before posting their photos on our social media pages as well. In addition to social media marketing, I occasionally post advertisements in local magazines.
Are your estheticians trained to promote your makeup services?
We have a monthly staff meeting consisting of how we as a team plan to promote our products and services to our clients on social media as well as to the local community. In our monthly training, I train my employees on any new products, treatments or packages that we have acquired.
Do you hold any events or promotions to help boost your services?
We occasionally hold a wine and cheese event. It costs $20, anyone is invited and we have complimentary makeup lessons, nail services and mini facials. Usually about 40 to 50 people attend.
How do you perform consultations?
Our consultations consist of sitting down with the client and talking to them about what they are looking for and how they are hoping to enhance their look. We compare this to what kind of clothes they wear on a normal basis and the overall gist of their lifestyle.
Do you have rituals or methods for creating positive energy for your spa?
This is very important to me! LeRêve Rittenhouse Spa has a smell. We create our own aromas using grapes and lemons together to create a sweet and relaxing smell for our guests. We also only use relaxing non-lyrical spa music to help our clients feel tranquil and calm.
What advice would you pass along to spa owners who are just starting to offer makeup services in their spa?
Work with each client differently and do not try to make your clients movie stars. Work with and focus on enhancing the client’s natural features only. Makeup and proper skin care should complement each other. To understand how to properly use makeup, we as leaders in the industry must first understand how to properly take care of the skin. Most importantly, be sure to love what you do. It is a privilege to provide your clients with a new level of confidence.