How to raise awareness of the make-up services you offer in salon

How can I raise awareness of the make-up services I offer in my salon?

There’s a variety of ways you can make customers aware of your make-up treatments, from hosting masterclasses to keeping them up to date with your latest techniques or special discounts.

Promoting make-up services such as bridal or party looks on social media is a great method because it reaches a wide range of people instantly. By using hashtags effectively, timing your posts for peak online traffic and using creative imagery, you can effectively promote your services while also building up your client base.

Hosting make-up masterclasses in salon also works well and on many levels – it acts as a taster for the services you offer and is a fun and interactive way to entice clients to book in for full transformations. Masterclasses also help educate the client, from debunking beauty myths to providing advice on tools to help them elevate their own make-up artistry, effectively building up their confidence.

Talking them through the latest trends and techniques during these learning sessions also acts as a powerful retail opportunity, enticing clients to buy the tools they’re working with. If you emphasise the educational elements of the masterclass to clients, then booking them in for a full, professional service will be a breeze.

And remember, always record the details of customers who attend each masterclass so you can contact them when your next one is running. This helps build the relationship and makes it easy for them to book in again.

Nilofar Mussa is an art team member for make-up brand Illamasqua, which supplies and trains make-up professionals. She has worked for the brand for more than six years and is manager of the School of Make-up.