THE WAX FACTOR

Even under the pinch of a recession, many customers continue to view
hair removal as an ‘essential’ service rather than a luxury. One of the
biggest knock-on effects of the credit crunch, however, is that
increasingly savvy shoppers are expecting added value for their
hard-earned cash. Now more than ever, clients are actively seeking
out therapists who offer the very best, and they are putting their money
where their hair is. Keep ahead of the competition with the following
tips from educator and salon owner, Andy Rouillard.

With good training and quality products, customers are assured of
superior results and increased comfort during waxing, but the key to flourishing in the
current economic climate is to keep clients coming back for more.

Even in these tough economic times, don’t make the mistake of undercharging in the belief that it will gain you more clients. It is bad marketing to attract customers on price alone, as they will invariably go to a cheaper competitor the minute one comes along. ‘Good’ clients will pay a premium for excellent service and results and will tighten their purse strings elsewhere to stay with you. Focus on being the best waxer in town, and promote the reasons that make you worth the investment.

Educate clients about the increased comfort and superior results of your chosen wax brand. Use point-of-sale material and include information about products in your salon literature.

Write a list of ‘frequently asked questions’ or a ‘benefits of waxing’ information sheet, which you can then publish on your website and produce as a leaflet to leave in your reception or waiting area.

Think about your potential market in the widest possible terms. Promote waxing to bodybuilders, swimmers, cyclists, runners, models, dancers, holidaymakers… anyone who may prefer to be hair-free for comfort, confidence, improved aesthetics or sports-related reasons.

Join forces with other local businesses to cross-promote your services. Advertise with and offer customer incentives to local gyms and sports clubs, swimming pools, piercing and tattoo studios, wedding outfitters, barbers and hairdressers, sports retail outlets, health centres and dance studios, etc.

Selling a wedding package?  Suggest adding a waxing service to make the honeymoon go smoothly in more ways than one!

Don’t neglect your existing clients.  It is more cost effective to nurture your current customer base than to attract new clients. Consider a loyalty scheme to reward frequent visitors and encourage repeat business: every 'nth' treatment is half price, discounts on products or other salon services, incentives for rebooking within a certain time frame, etc.

Are you up-to-date with the latest trends, products and developments in the waxing world? Honing your existing skills doesn’t have to cost the earth, but a quick tune-up can really make a difference to your technique and subsequent income. Perron Rigot and Axiom Bodyworks offer a variety of advanced waxing workshops to help drive your business forward, including accredited training in male and female intimate waxing.

Develop and promote a speciality service: eyebrow shaping and design, male waxing, bikini topiary (stencils, gems and colouring), etc.

“The best waxer in town”, “Practically painless”, “I wouldn’t go anywhere else”… Client testimonials can be an effective way of increasing your connection with prospective customers, but keep them short and sweet.

Don’t forget the boys!  Male waxing is big business and guys will often travel many miles to find a therapist who is willing and able to do a top job. Once they discover for themselves the benefits of having smooth, hair-free skin, men become very loyal customers and will return year-round for their monthly de-fuzzing. Training in specific male waxing techniques is available from Perron Rigot and Axiom Bodyworks, or check out the resources section of this site for some tips on where to start.

Turn waxing into a premium beauty treatment that marks you out from the competition. Finish your waxing service with a mini-massage using a soothing post-wax lotion to calm and nourish the skin, leaving it silky smooth. It’s a nice touch that the client will remember and he (or she) will feel even better about their treatment, resulting in happy customers and repeat business.

© Andy Rouillard, 2010-13. All rights reserved.

Andy Rouillard is an internationally renowned waxing specialist and the owner of Axiom Bodyworks male grooming salon in Hampshire. Andy runs Habia-endorsed classes in advanced waxing techniques across the UK, with monthly workshops in London and Basingstoke. See the training section of this site for dates and details, or contact us for more information.