ask the EXPERTS

I’d like to extend my waxing services to include manscaping. Where do I start?

For anyone looking to increase their male waxing clientele but unsure where to start, don’t panic, you don’t need to dive straight into offering manzilians.

The classic back and shoulder wax is a salon staple, but smaller services such as nose and ear waxing, ingers, toes and mid-brows are all quick and popular additions to a treatment menu that can help you tap into the manscaping market.

Link-selling these smaller areas is a great way to increase value and attract hesitant customers. For example, include a inger and toe wax as part of your gents’ manicure and pedicure services, or add nostril and ear waxing to the end of facials, wet shaves or haircuts to complete the look and introduce chaps to the magic of your spatula. Remember that many men will have no point of reference and may be feeling nervous before their irst wax. Combat this with a list of frequently asked questions on your website, and explain the procedure at every step of the way once he’s on the treatment table itself.

When it comes to marketing, waxing is a very visual treatment, so Instagram is the perfect platform for showing offyour handiwork to guys. Before-and-after shots and short video clips always get a lot of attention, and help take away some of the mystery for new male customers, too. Online booking is also a big plus for male clients who may be reluctant to phone or walk into a salon and make an appointment.

Be aware that irst-time male customers frequently suffer with pimples on the back and chest after waxing, so retail an antibacterial skin wash, lotion or spray to tackle the problem, along with a good scrub or exfoliating wash cloth to help prevent ingrown hairs. For best results, rebook him for four to six weeks’ time and you could have a waxing client for life.

“Wax Daddy” Andy Rouillard is owner of Axiom Bodyworks men’s salon in Basingstoke. See his Hot Waxing Technique seminar on the Professional Beauty Live Stage at Excel on Monday, February 25.

DO YOU HAVE ANY QUESTIONS TO PUT TO OUR EXPERTS?

Send your question about absolutely anything to do with running a beauty business to editorial@professionalbeauty.co.uk

My spray tan sales were lower than predicted in 2018. What should I do?

If treatment sales seem to be a little lower than expected then it’s perhaps time to re-evaluate your strategy. Spray tanning can be a saturated market. It could be that local competitors are offering a cheaper treatment or weekly deals.

However, my advice is don’t go too low in your tanning prices. Firstly, ensure you are offering a premium range with lots of colour options. Fake Bake Professional, for example, has six different solutions and products for all skin tones and occasions.

Try to incentivise your tanning treatments instead of discounting. For example, offer tanning as part of a package along with other beauty treatments or perhaps introduce a loyalty system where customers can receive a complimentary tan after a certain number of visits.

Also research the local bridal market. It is a huge sector that is growing rapidly when it comes to spray tans. Offer a bespoke natural glow and perhaps approach a bridal business to cross-promote your services. It’s about thinking outside the box to capture an ever-growing market. Don’t forget the expanding appetite for men’s tanning services. Men’s itness shoots are an ideal opportunity to master a contouring technique. Take an appropriate course and ind out about which parts of the body are going to beneit from ine layering.

How can I get more out of my social media pages?

We have been successfully advertising our salon across Facebook and Instagram for many years and are able to leverage a lot of new and repeat business using these platforms.

However, to build success, it’s important that you don’t primarily think of social media as a way of advertising your offers. It’s about connecting, networking, reaching out and engaging with people. You need to have a wide range of content that is informative and communicative. Try to add personality within your posts, make sure you link to lots of great content on your website, and if you have salon product, sell it on Facebook.

The set up and structure of your salon pages is important. It’s vital that you have as much information about your business as possible, including all forms of contact details, opening hours and so on. Promote and add your services to Facebook to create visibility.

Another great feature is to embed the Facebook messenger tool within your website. This will give you a new communication channel for customers to contact you directly. Finally, Facebook itself provides a huge number of resources online that you can follow for a more effective and successful social media presence, so make sure you explore what’s on offer.

How important are sleep habits in achieving good skin?

Regular sleep is essential for good health and clear skin. These hours are the most effective time for your liver to cleanse the blood. It is also time when your cortisol level decreases and the skin receives a much-needed boost of oxygen. Cellular regeneration also peaks during this time, which is why you wake-up with a glowing complexion when you sleep well.

Sleep deprivation can often lead to a reduction in collagen production and, as a result, very poor skin elasticity. We also know now that there is connection between poor sleep and weight gain. Those who don’t sleep enough have increased hunger and a lower metabolic rate.

It is really important that you make your clients aware of how crucial it is to get a good night’s sleep – aiming for around eight hours per night. During your consultation, ask them about their sleeping patterns. Suggest they avoid spicy food in the evening and also excessive activity. It would be great if they could make time to slow down in the evening, maybe just a gentle walk and then a bath with some lavender essential oil. You can also suggest that once they are in bed, they can take few simple and mindful breaths while holding their face in their hands. The room should be fresh and windows curtained to keep out the light. I also recommend to clients to avoid blue light from digital devices for at least an hour before bed and not to take devices into the bedroom. We need darkness to produce enough melatonin to help promote a deep sleep.

A new salon has opened nearby offering similar services. How can I stay competitive?

My wife and I used to frequent a local hair salon as the stylist was great at what he did. But over the years, he talked more and more about his problems and it became exhausting to get a haircut. It felt like his personal therapy session.

So, when a new salon opened around the corner, we took the leap. We liked the easy manner of the owner. For some visits we sit in silence as he clips away. At others, we spend time in deep conversation. Each time, he reads the room and adapts – we see him do it with other clients. We now visit regularly even though there’s a three-month waiting list.

Competition brings out the monster in us. The worst thing you can do is succumb to the feeling of fear, because fearful states stile your creative low. Don’t compete on price or services. Instead, focus on offering an unrivalled experience for every customer. Get to know each one and make them feel appreciated, in a mindful way. In a busy work environment, stress can cause you to feel weighed down and make it easier for people to push your buttons. Learn mindfulness tools and strategies to integrate into your busy days, helping you focus, stay productive and engage with your clients more.

Other than bonuses, how can I incentivise and reward my staff?

People are attracted and motivated by different things. This can range from the type of culture and environment we offer, to career and development opportunities, to staffperks and rewards. To successfully retain staff, we must be aware that everyone has different wants and needs.

While fair pay is important, not everyone is driven by money. Some individuals feel rewarded by the number of training opportunities they receive and by the amount of time managers spend with them. Beyond bonuses and pay rises, other types of staffincentives (which can be more memorable and lasting) could include perks such as providing discounts on treatments for family and friends in addition to product discounts for staffmembers and complimentary treatments for the team. Team competitions, birthdays off, gift vouchers, extra holidays, lexible working hours, relocation packages, team away days and other team activities are also successful.

Personally, I really love to recognise staffperformance with gestures of kindness. For those staffwho really go the extra mile or perhaps for employees that complete training successfully, I always make a point of recognising this in staffin meetings by giving them a thank you card or a bunch of lowers.

How can I help clients manage acne-related skin problems?

Acne is a very complicated skin condition and there are no formulas that are deinitively effective or ineffective for everyone, as there is no one single cause of acne. Therefore, I believe that a holistic approach is the most effective.

As a beauty therapist, practitioner of traditional Chinese medicine and naturopathic nutritionist, I recommend and use a wide range of diverse options for treating this complicated condition.

Prior to treatment, each client goes through a consultation covering health, lifestyle and skin concerns.

I perform manual extractions, either weekly or monthly, and then prescribe Chinese herbs or apply acupuncture to particular meridian channels. After the treatment, I ask further questions to improve my understanding of their skin health and habits. I also advise that clinicians always take pictures of the client’s skin before starting treatment to monitor how and where the breakouts move.

When dealing with acne, never maintain the same treatment if the client doesn’t present any results after the irst appointment. Continue trying new tactics until you notice a clear result. It’s important to be strict with clients and never give up.Z