EDITOR’S COMMENT

New research this month shows that clients are increasingly prioritising results over luxury when it comes to beauty treatments and products, suggesting that shorter, intense versions of treatments could help boost revenue in a market where value is more important than ever (see page 11 for more stats).

Finding a balance between luxury and results is key for any beauty business but interestingly, our Insider survey this month (page 29) found that 45% of beauty salons and 61% of spas would not consider shortening treatment times to increase turnover, as they prioritise the client experience.

Of course, exceptional client experience itself can allow salons to charge a premium price point but only if you offer both style and substance, as Hellen Ward writes in her column. A sparkling new redesign might tempt clients in but it’s the atmosphere and service that will keep them coming back. She shares her six golden rules for service on page 38.

We also speak to another business owner this month whose recipe for client satisfaction is rooted in allowing her therapists to specialise in the treatments they are passionate about. Find out how Jessica Mee makes this model work at JM MediSpa on page 47, where she also discusses how she and her team find the time to smash it on social media.

Analytics tools are key to measuring success on social media but are surprisingly underused for monitoring salon success offline. Our software feature on page 52 delves deeper into the capabilities of different systems for helping you to identify your top clients, analyse what drives them to rebook, and personalise retail and treatment recommendations to match their behaviour.

This month, we also cover everything you need to know about lash growth and the ingredients to boost it (page 60), and of course all the latest product launches (page 75) and treatments (page 71) to help you get ahead in your business.

Editor