Here's how storytelling can help salon and spa owners grow their business, build client loyalty and boost retail sales through authentic connections and emotional marketing
Storytelling has been part of human communication for thousands of years – and in today’s beauty industry, it’s one of the most powerful marketing tools salon and spa owners can use.
Whether you want to fill your treatment columns, strengthen client relationships or increase retail sales, weaving stories into your marketing and consultations can make your business more engaging, memorable and profitable.
Why storytelling is key to salon marketing
“Stories have been around since the dawn of time. Prehistoric people etched them onto cave walls; they’ve been used throughout history for entertainment, communication and for passing information from person to person or generation to generation,” says Ryan Power, co-founder of Salonology.
“It makes perfect sense to me, therefore, that stories should be a part of every business owner’s marketing toolkit. But the sad reality is that most businesses tell precious few stories and are worse off as a result.”
Power explains that one of the biggest missed opportunities for salons is combining storytelling with email marketing.
“When Hollie [Salonology’s co-founder] and I still owned our day spa and salon in Bournemouth, we had nine treatment room columns to fill. That’s a lot of pressure on the marketing department.
“When I tell people what our number one way to fill those columns was, many are surprised. It wasn’t Google, it wasn’t Instagram, it wasn’t even paid ads. It was good old free-to-use email – seriously.”
Instead of sending repetitive discounts and promotions, Power recommends using stories in emails to humanise your salon brand.
“Stories help to bridge the gap between stranger and friend. They bring people closer through commonalities and shared beliefs,” he says.
“They are also just about the best under-the-radar way you can possibly sell; you’re selling without people even knowing it.”
This can be as simple as sharing what’s happening in the salon, introducing your team’s weekend adventures, or even updating clients on your pet.
“I promise you that your clients are interested – in fact, they’ll be asking how your dog is the next time they visit the salon,” Ryan adds.
Using storytelling to boost salon retail sales
While Power highlights storytelling’s role in filling treatment columns, Ai Beauty Consultancy founder Arif Isikgun focuses on its impact in growing salon retail sales and empowering therapists to sell more confidently.
“All salon managers and owners would like to maximise their team’s selling levels, bolster engagement and boost confidence,” Isikgun explains.
“To enhance product sales, productivity and conversion rates, you need to give your business and your team a new angle and learn the value of emotional selling and storytelling.”
He shares three key strategies salon owners can implement:
1. Use consultations to craft the story
“The consultation is the most important part of the service – take your time and ask all the questions you need,” explains Isikgun.
“The key is finding out as much information as possible to support your guidance, using a story that will resonate with each individual client. Make the consultation conversation as though you are two friends having a chat over a cup of tea.”
2. Create emotional connections through stories
By sharing personal experiences of using products, retelling brand anecdotes, or highlighting client testimonials, therapists can build trust and create an empathetic environment.
“Encourage your team to describe each product’s formulation and ingredients within their own storytelling format so it feels natural for them and authentic to the client,” says Isikgun.
This approach moves away from “hard selling” and instead helps clients feel guided, understood and empowered.
3. Reconfirm to build trust and close the sale
“Reconfirmation is a powerful tool for creating authority and structuring confidence in recommendations,” Isikgun explains.
Therapists can repeat back details clients shared earlier in the consultation or treatment, reinforcing that they’ve listened and understood.
“With the right training and support, therapists can master the art of storytelling. By crafting narratives that resonate with their clients’ personal preferences and needs, they can create meaningful connections that foster trust and loyalty.”
Key takeaways for salon owners
- Incorporate stories into email marketing to fill appointment books and strengthen client loyalty.
- Encourage your team to share authentic stories during consultations and retail conversations.
- Use emotional selling and reconfirmation to build trust and increase product sales.
Storytelling in the salon industry helps to build deeper relationships with clients, make your business more human, and creates a loyal community around your brand.
As Power sums up, “Most people massively overcomplicate storytelling when really it’s one of the simplest and more natural things to humans. After all, we’ve been doing it for around 36,000 years.”
Don’t miss your chance to learn more from Ryan Power and Arif Isikgun!
Ryan will be on stage at Professional Beauty Autumn where he’ll be talking about “The 5 Keys To Growing Your Beauty Business (And None Of Them Are Lip Syncing On Reels)” – check him out on the Salon and Spa Owners' Club Live Stage at 11.30am and 2.30pm on Sunday, October 12.
Arif will be on the Professional Beauty Stage at PB Autumn, where he'll be discussing "The untapped power of product: reframing retail in the salon & spa" – don't miss him at 2pm on Sunday, October 12.
Register for your free ticket to Professional Beauty Autumn HERE.
