Embracing The Wellness Trend: Using Trends to Grow Your Beauty Business & Brand

Di’s sales and marketing career spans over 26 years starting in print sales and progressing through to head of special publications and on to running her marketing business for the last 10 years. Di now specialises in website design, SEO, social media management and content creation: It is through her marketing business that she became involved with Nabuno, and most recently, which sparked the creation & launch of Salon education Journal.

For a long time, wellness and beauty have been closely intertwined. However, not every wellness trend will transfer to your business, so how can you spot the next trend that is going to increase your client satisfaction and help grow your business?

The answer lies in looking at how your clients build wellness into their daily routines. Research the market and look for wellness trends reshaping the wider market and how you may be able to incorporate them into your business.

The wellness movement has created a surge of “natural” brands and has marked the start of a significant shift in the salon industry. Yet, simply being labelled as “natural”, as we know, isn’t the golden ticket it’s sometimes made out to be.

 Misuse of language like natural or organic to sell a solution to your clients is something we should be mindful of and before you use these terms make sure those labels fit. 

To attract new clients, and maintain client retention, it’s important to tap into new wellness trends that are emerging. Here are some current trends that are being welcomed by clients and businesses alike:

“Clients are continuing to seek brands that offer “free from”, cruelty-free, vegan ingredients, plant-based formulations, and packaging that is reusable or refillable, along with low carbon footprints.”

Self Care Isn’t Selfish

Following on from the after effects of the pandemic, more and more consumers are prioritising self care and incorporating it into their personal care routines. According to global insight organisation, NIQ in their 2023 Consumer Outlook, a huge 46% of current consumers identified physical or mental wellness as a top priority for 2023. 

As we all make the effort to improve our mental and physical health, are your clients looking towards a wider range of products or services to help target hair, skin and nails as part of a healthier lifestyle?

Clients are not only seeking to improve their skin or build healthier hair and nails, they are looking for products and services that help reduce stress and anxiety, give a sense of relief from daily life and something that makes them feel pampered and looked after inside and out. 

Clean Beauty

The demand for clean beauty and personal care products is growing, and today’s clients can be highly selective about the ingredients they prefer.

There are a variety of free from products on the market and many product brands are now ensuring that they offer a choice of products that reflect the consumer patterns that are evolving.

As more products exclude ingredients like sulphates, along with many others, to enhance their purity, the market becomes narrower but continues to be a growing space. It’s important that you understand your client demographic’s view on clean beauty so you can deliver the products they are most likely to connect with. 

Building Sustainability Into Your Business

As an industry we have begun the turn towards eco-friendly brands and systems to improve our carbon footprint, create less waste and be more world friendly. As we make these changes an increasing number of clients are also, not just scrutinising the practices of the businesses, where they spend their hard-earned money, they are also looking at the packaging materials, its potential for refill, recycling, or composting which we should also be considering. 

More and more clients are looking for sustainable solutions in every aspect of their lives, including actively making more sustainable choices when choosing salons and professionals.

Marketing your business and demonstrating your use of products created by eco-brands that offer sustainability, focus on wellness and shine the light on healthy living, will make you a beacon business for those keen to help themselves and make a difference to the world. Many clients are unaware that there are eco-salons out there, so if you are in that mix, make sure your marketing and branding clearly state it.

Clients are continuing to seek brands that offer “free from”, cruelty-free, vegan ingredients, plant-based formulations, and packaging that is reusable or refillable, along with low carbon footprints. 

The momentum behind the clean and sustainable trend shows no signs of waning, and so if you’ve not taken the step in the clean, green direction yet, maybe it’s time to start investigating.

Make It Personal

One trend that is significantly on the increase is service personalisation. Clients are seeking out products and services that salons are tailoring to their specific and personal needs. This level of bespoke services attracts clients that want to be made to feel like they are created just for them and that they are heard.

Bespoke advance level beauty treatments and packages, that include in depth consultations and treatment plans, will hook into a very specific client demographic that has a disposable income level to support this very service level. However you can also create affordable upgrades to make things a little more personalised to your clients. The cheapest of these is offering silent treatments where there is no conversation during the client’s treatment time. Free to offer, but for some who want to relax, be with themselves, it can be an invaluable service offering.

Offering a highly targeted product or treatment can also help you stand out from the crowd and be ahead of the game in terms of meeting the needs of specific category searches.There have been shifts in what your clients may be searching and research shows that the key words are changing.

“The demand for clean beauty and personal care products is growing, and today’s clients can be highly selective about the ingredients they prefer.”

Searches are less generic and terms like “anti-aging” are being used less while searches looking for more tailored options such as, “mature, dry skin over 40” are increasing.  

Being aware of these shifts in consumer searches can help you keep your business or brand at the forefront of these trends and you can use websites like Answer The Public, to look into keyword searches for your services, treatments and products. 

Stay Ahead of the Game

In order to use consumer trends as a way to increase revenue or help your business grow, it is vital to keep informed of the latest wellness movements. Reading consumer magazines, industry journals, keeping up with social media and checking in with your clients on what their interests are will all help towards this goal. 

Be alert for trends that bridge the gap between wellness and beauty, such as eco-friendly products, organic ingredients, or mindfulness-related practices. This understanding can provide a lens into the industry’s next new thing as it emerges. WGSN is a great place to start and will give you insights for coming years. 

Keep on top of your client thoughts and desires, by using in salon questionnaires and polls on your socials before investing in new products so you don’t end up with a lot of stock that didn’t quite hit the mark. 

Embracing the wellness trends that are here to stay for now means you will appeal to consumers who are building health into their lifestyle and are seeking a salon that fits their needs.

Top Tips to Bring Wellness to Your Services:

 

  • Silent Treatments

  • Offer weighted blankets

  • Heated underblankets

  • Cooling blankets

  • Music choices in treatment rooms

  • Lighting options

The Importance of Rebooking & Retaining Clients

For those new to the industry and even those that have been around for a while, rebooking a new client may seem daunting.  However, it’s a skill all of us need to have or else you’ll find many of those clients you’ve attracted with your great marketing, walking straight out of your door to the next salon with an attractive Facebook or Instagram page.  Attracting clients is a tough business so don’t miss your only opportunity to keep them coming – REBOOK them!

Part of retaining clients is ensuring they are happy throughout their treatment every time.  Check the length, style, shape, colour at each stage to ensure you are doing what they require, this may seem obvious, but sometimes, especially when you’re a novice, you can be concentrating so hard on your goal you may forget the details.  Your client care and advice during will show your professionalism and will give them encouragement to say yes when you ask if they’d like to rebook.

If you thought asking for money was hard with your first professional clients?  Rebooking can feel harder as you’re asking someone to instantly assess the following – Did they like you? Did they feel comfortable? Did they like the finish? Do they want to see you again?  That’s a lot tied up in the one simple question, “Would you like to rebook for 2 weeks’ time?” Don’t let the fear of rejection hold you back, without rebooking you can’t grow your business.  So, bite the bullet and ask. They might just say ‘Yes’!  Most clients are waiting to be asked.  Clients rarely rebook if not asked.  Maybe you could also look at follow-up appointment incentives.

If you provide other services talk about them.  A client booking one service is more likely to book further services.  Many clients often visit several therapists or salons for different services.  If you can provide them with a one stop shop you will have a loyal client for longer.  For most busy people, the thought of replacing someone that carries out one service is an easy one, whilst the thought of replacing someone that provides 3 or 4 of their services will be a less agreeable prospect.  

Across many online forums there’s a consistent question throughout the winter – ‘Is everyone quiet or is it just me?’  In December we have daily opportunities to convert new clients to regulars.  The challenge is that you and they are busy and on a time limit.  If you’ve been too quiet over winter, you could ask yourself a few questions.  Did you convert all those new Christmas clients?  Did you get too busy and forget to rebook? Did you check what your January looked like before you hit the Christmas rush? How did your business cope during the winter?  What are you going to change next year?  Could you benefit from better planning?  Whenever you’re quiet apply these questions and check you’re rebooking.  

Always offer rebooking to all clients and, of course, applies all year round.  A new regular client is a new line of revenue, which for a £30 fortnightly service could bring you £780 pa.  Just a couple of those and your profits will start looking much healthier.  If you have staff, invest in some specific training.  Rebooking could nett your business thousands of pounds you are potentially letting walk out of your door.

Rebooking and recurring appointments can help you and your clients plan their time more efficiently.  Perhaps consider an online booking system to help administer your client management.  There are many available, for example, Phorest, Shedul, iSalon and many more.  They all provide diary management whilst some provide apps for your phones/tablets, ability to embed in your website, click thru from your social media, salon reporting, financial accounting, stock management, marketing suites, ability to assess business and staffing management.  They provide a smooth interface between your client and your business.

When I switched to computerised diary management 3 years ago it boosted rebooking significantly as it’s so simple.  Clients have their time with your business guaranteed.  This one-click diary management frees up time and allows easier management of staffing rosters, stock and business projections.  Booking systems allow you to offer client incentives like 24-hour online booking, recurring appointments, appointment reminders, apps, loyalty schemes.

Once you start rebooking & recurring appointments you can plan your business and if you see patterns of gapping you can aim your marketing at the most suitable demographic to fill those spaces.  Booking systems allow you to visualise your future before it catches you out. 

Research the options available as some come with full hardware setups which can be high budget whilst others have free trials or free forever packages.  

And remember as your client pays – REBOOK! If they love you make them do it again and again and RETAIN!!