ASK THE EXPERTS

Our beauty experts answer your questions about every aspect of running a salon or spa business

How do I ensure the treatments I offer appeal to a diverse range of clients?

CACI

To make your menu relevant to a diverse demographic, you must consider the specific needs of each client group. The over-45 clientele is one of the fastest growing client bases we’re welcoming at the Lisa Franklin Clinic Privé in London.

Celebrities voicing their experiences of peri-menopause, menopause and ageing in general is an example of the strength of this demographic. We want to ensure they are welcomed and tailor our treatments to provide the results they’re looking for.

Clients who have been coming to the clinic for years have also introduced their daughters. A teen client might start their skincare journey with a treatment to target blemishes. As they age, they may move on to a service to revive tired eyes and give skin back its glow post-baby, and then seek out a treatment to lift, tone and plump the skin as they mature.

Men are more likely to visit a clinic when there is a male-specific treatment available – we offer Caci’s Gentleman’s Facial. We’ve noticed an increase in men prioritising wellbeing and mental health, so it is important to create an environment where male clients feel welcome and that their skin needs are addressed.

Consider your current marketing message – be aspirational, yet attainable. Display a variety of images in your business, on your website and on social media that cater to a diverse audience and ensure your business is fully inclusive.

After all, we are a part of an industry where we want people to look and feel good, whatever their stage in life. Target your audience appropriately. More mature clients may be less tech savvy and require a different strategy – like direct mail or a phone call – when it comes to new treatments and promotions that may be of interest to them. However, always ensure your messaging is personalised.

Create video content for your website and social media too as video is highly engaging and particularly appeals to a younger demographic. It is also a great opportunity to profile your team.

When it comes to consultation, differentiate your approach. Younger clients are often more willing to try something new, looking for inspiration from celebrities and influencers that have enjoyed certain treatments. We welcome all ages to our clinic. However, those under 16 years of age would need a disclaimer signed by a guardian and to be accompanied during their visit.

A more mature client will look to build trust with their therapist in consultation and will seek more long-term benefits. A great way to build a solid client base is word of mouth, but reviews are also important to gain the trust of new clients. Create a section of reviews on your website from a diverse audience and share regularly on social media.

Lisa Franklin is an award-winning skincare expert, product developer and nutritionist who runs her own clinic in Knightsbridge, London.

What advice can I give my clients to help them get a better night’s sleep?

“Coronasomnia” has been coined as the term for sleep issues related to the pandemic and is used to describe us struggling to get a decent night’s sleep. Our circadian rhythm regulates the periods of wakefulness and sleepiness. This internal body clock allows our systems to carry out essential functions throughout the day and night, and is influenced by various environmental factors.

When we are feeling balanced, our circadian rhythm creates consistent and rejuvenating sleep, but when it is knocked off balance, it can create problems. A poor night’s sleep can leave us feeling tired, with caffeinated drinks such as tea and coffee seen as the boost we need. However, when consumed in the afternoon and early evening, these stimulating beverages can keep us alert, impacting our next sleep.

Chamomile and valerian teas are well regarded for relaxing the senses and inducing restful slumber. While drinking alcohol to help relax and fall asleep faster can be an attractive option, it can affect the quantity and quality of sleep by disrupting slumber later in the night with potential bathroom visits.

The intake of information, whether from watching the news, reading posts on social media, or late night texts from friends or clients, has the tendency to keep our minds ticking over and increase stress hormones in the body. Avoiding these in the late evening can alleviate unnecessary stress and reduce tension.

Advise clients to set their mobile phone to “do not disturb” after a selected time, with the exception of key people, so they aren’t disturbed with texts or phone calls that can wait until morning.

Reducing light before sleep is vital too as artificial light can fool the body into thinking it is daylight and delay circadian rhythm.

Advise clients to maintain a dim light in their bedroom and keep blue-light-emitting electrical devices away from reach. If they do need to use their mobile phone, they should turn it on to night mode and reduce the brightness right down so that any screen illumination is limited. If light in the room is unavoidable, suggest they invest in a good-quality sleep mask as this will encourage the circadian rhythm to identify it is time for sleep.

Aromatherapy has been used for millennia for its benefits for all-round wellbeing. Valerian root and lavender essential oils can both be incorporated into a daily regime and impart deeply relaxing effects to the senses, helping clients to drift away. These oils are found in Eve Taylor London’s Sleepwell Blend, which can be diffused before bed to encourage deep relaxation and assist to transport the mind and body into peacefulness, setting the scene for restful sleep. Available also as a wearable gel, Eve Taylor’s Sleepwell Gel can be applied to the body in the evening time to further encourage restful feelings.