With salons and spas still feeling the financial impact of cancelled appointments (see page 18), many are looking for new ways to reach a wider target market this year in order to spread the risk.
The decision whether to specialise in one niche area or to branch out into new disciplines to reach a wider range of clients is one that all salon and spa owners have considered at some stage.
Jumping feet first into every new treatment that’s trending will do more harm than good if it compromises the brand you have worked so hard to build, but with careful planning, branching out into new disciplines can create a one-stop shop that allows you to cross-sell to existing clients while attracting new ones.
Our feature on page 67 profiles three businesses that have done just that, fusing classic salon and spa models to offer everyday luxury, or beauty and medicine for comprehensive lifestyle programmes, and increasing footfall and average client spend in the process.
Even with a smaller treatment menu, it’s important to be able to cater for any client who walks through your door.
And with new stats this month revealing that three quarters of consumers with dark skin types struggle to find products for their skin tone, training in how to treat and recommend for black skin has never been more important. Check out our interview with Dija Ayodele, aesthetic therapist and author of the new book Black Skin, on page 43 for her thoughts on how to ensure your skill set is up to scratch, and why the conversation around black skin needs to change.
And don’t miss our lashes lowdown on page 52, which explores the best services and products to offer to people with thick, fine, short or sparse lashes, as well as those undergoing cancer treatment to help you find the right plan for everyone.