Home' Spa and Clinic : Volume 63 October 2015 Contents NAILS & TANNING
nail conditioning, hand and foot products
in the range I use and which ones would be
helpful to them.
My daughter Chantelle and I run the
salon together. In 2012 we decided we
needed a point of difference to not only stay
competitive but increase our business.
So we went to Los Angeles and studied
with the guru of the natural nail, Jessica
Vartoughian, founder of Jessica Cosmetics.
We brought that knowledge -- and of
course Jessica products -- home with us
and put the emphasis in our salon on nail
health -- helping people with chronically
weak and brittle nails, those whose nails
have been all but destroyed by acrylics or
gels that had been badly applied and/or
removed, those with damaged or infected
cuticles. The list goes on.
We devise a treatment program to
restore their nails to health. It has been
a huge success. Clients clamour for our
ser vices and trust our advice. This inevitably
results in sales of take-home products so the
good work can continue between visits.
Generating that kind of bond with
clients is one of the best possible ways of
Founder, Naked Tan
My vision when I founded Naked Tan in
2007 was and remains "to unite as one, hand
in hand with the gentle Goddess Spirit. To
inspire and empower women of the universe".
When we use the word "goddess" at
Naked Tan, it's never in a commercial way. It
has true meaning for our business. When a
woman taps into her inner goddess, she is at
peace with herself, she is confident in who
she is, she knows who she is and she shines!
And this is the kind of message business
owners and their therapists should be
encouraging among their clients. When a
woman comes for a spray tan, she's not just
seeking to look more bronzed. She is wanting
to glow inside as well as out, to feel and look
more beautiful. Like a goddess, if you will.
How a therapist facilitates that, from the
way she performs the spray tan to how she
communicates with her client to make her
feel special and boost her confidence will
inevitably have a knock- on effect of repeat
visits and sales of products to enhance and
maintain that tan -- and the feeling it gives
her -- between those visits.
We always suggest to our clients to
obser ve three basic steps with their clients
so as to achieve the best possible result,
and allows opportunities to suggest take-
1. What occasion do they need a tan for?
A wedding, girls' night out, formal
occasion, party, holiday, everyday wear?
2. What is their skin type? Is it fair,
pale, medium or olive? Is it dry, oily,
combination or sensitive?
3. What concerns them about their skin?
This opens up conversations that not
only lead to more effective treatments but
greater potential to retail.
Managing director of
Professional Beauty Solutions,
distributors of Sunescape
We have found that the salons doing
extremely well are those who see the benefit
of retailing take-home tanning products.
Most people who have spray tans also use
a mousse or gradual tan to remain topped
up between visits, so it only makes sense that
the salon offers these kind of retail products
or other wise clients will buy them from the
chemist or department stores.
Many salons are afraid that if they sell
a mousse that includes a dozen tans, they
might miss out on repeat spray tan revenue.
The truth is that they don't. Most clients
would love to remain tanned 365 days a
year, but the majority are not coming in
every single week for a professional one.
We suggest that the salon educates the
client on the best way to remain gorgeous
and tanned all year round: for instance,
buy a tan removal mitt and body scrub to
use prior to tanning as it will do wonders to
extend the life of the tan.
If the client also moisturises and tops
up their tan with body butter and gradual
tan, they will look and feel better with
beautifully bronzed and hydrated skin. Our
Week in Fiji or Month in Maui mousse are
perfect products for time-poor clients who
can't get to the salon that often. They work
just like our professional solution.
We have seen retailing take-home products
double a salon or mobile spray tan business
and create happier and more loyal clients.
36 | RETAILING, FACE+BODY+SOUL
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