The average person knows they need a professional when it comes to their hair, right? I say this loosely to anyone that’s ever spent an entire day on a corrective color, but most clients don’t always know they need a professional makeup artist. For the most part, makeup is considered a “luxury” service in that people will not go out of their way to have it done unless they have an event or some extra dough to spend. Even then, they may seek out a department store makeup counter or be referred to a family friend that “does makeup.” Here are some helpful tips on directing these clients into your salon.
1. The first step is having a well-trained makeup artist on your team. If you do not, but you have staff members that are interested in expanding their skill set, and as an owner, you are willing to invest, I strongly advise having your staff educated. Whether it be an in-salon training or classes elsewhere. There are many resources for makeup education available.
2. If you already have an experienced makeup artist on your team, try hosting makeup training parties that are geared toward the client rather than the professional. Charge an admission fee and include refreshments. This has worked well for the salon I am in. It gets people talking, they make appointments while they are there, they buy products, and they can’t wait for the next class. If there is something that people want to learn more about its how to do their makeup. Do not fear that you will over-educate and then they will never come to see you. Techniques and trends are constantly changing and you will never run out of material to share with your client base.
3. Offer a partial application as a complimentary service to any hair service they receive. Pick the perfect lip color for them, or fill in their brows. Either of these two services takes minimal time and pack a punch! They will feel like a million bucks and they become curious as to what else you can do with your magic brushes.
4. The biggest makeup client you will see in your salon is most likely bridal. The bridal industry flourishes with word of mouth referrals. Get into the mix by networking with other wedding vendors in your area, you are one of them! Caterers, venues, DJs, bridal shops, and officiants…anyone that could possibly come across a bride should know about your salon. Many times wedding venues provide a list to the bride to be of their “preferred vendors”. I am currently planning my own wedding and I can’t tell you how many vendors I have booked because other vendors have told me about them. It works!
5. Last but not least – Social media. Makeup has not always had the popularity it has now. Because of that, when you hear a salon is full service, not everyone knows that includes makeup. Or maybe they don’t know how good you are.You need to get the word out. Before and afters are a huge selling point (just make sure you get your clients permission to post).
Step-by-step: Mod Bombshell with Dean Banowetz
10 Signs That You're A Real Beauty Pro
A professional Makeup Artist for over 7 years, Doria Tremante’s work has been featured in international publications, TV/Film, and countless weddings . Her wide range of experience in the beauty industry really allows her to meet all her client’s needs. In 2014-2015, Doria furthered her education and became a Cosmetologist. She has always had an innate passion for making her clients look and feel beautiful.
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