Beauty and cosmetics
Beauty and cosmetics marketing
Clients are not looking for a salon. They are looking to look good for a particular occasion and not to feel anxious while they sit in the chair. They decide on a photo and a free slot, and they stay with the person they came to trust.
First we make sure every booking is counted, whether it arrives by phone, by message or online. The profit in a salon comes from people coming back, not from the first visit. So we look at who books again and who disappears after the first time.
Where the client is lost before they sit in the chair
The profile collects likes while the diary has gaps
Reactions under posts do not show how many people asked for an appointment and how many arrived. So the wrong numbers get celebrated.
Appointments are booked where nobody counts them
Some write a message, some call, some use the system. When bookings are not in one place, nobody knows which post brought them.
The promotion fills the diary with the wrong people
A discount brings clients who come once and wait for the next discount. The diary looks full while revenue does not grow.
Clients follow a person, not a salon
When a specialist leaves, the clients leave with them. So the profile has to present the team and the salon, not only one chair.
They booked and did not turn up
An empty slot costs the same as a busy one. Healthcare research shows reminders help, and that they help more when they say what a missed appointment costs. That is cheaper than the advertising needed to fill the slot again.
What changes in the order of work for a beauty salon
The order of work is described on the How we work page, but for a salon the choice is often made quickly, on a single photo, and the result is counted in booked and completed appointments. If you also offer procedures carried out by a medical specialist, the stricter rules for advertising medical services apply to those.
Goal
We agree which treatments and which days of the week need filling and how many clients the team can take on.
Check
We check whether every booking, whether it comes by message, by phone or through an online system, can be linked to the post or ad it came from.
Channels
Social media shows the finished work, and advertising shows it to people in the area who do not follow the salon yet.
Report
The report starts from the revenue of appointments actually kept and the advertising spend. New clients and returning ones are counted separately, because the second group costs less.
The services that matter most for a beauty salon
Different treatments are decided in different ways
One salon holds services with very different rhythms. Some repeat every three weeks, some are weighed up for months, and some are not cosmetic at all but medical.
So we separate the pages by service and by occasion. If you also offer treatments carried out by a medical specialist, the stricter rules for advertising medical services apply to those. Before-and-after photos need separate written consent from the client, given separately for taking the photo and for publishing it, and promises about the result are not allowed.
- Hair: Repeats regularly and lives on people coming back. A convenient slot and finding their own person in the team are what win.
- Nails: A frequent reason to return, and highly dependent on a free slot. Clients often book the next appointment while still in the chair.
- Make-up and hair for an occasion: A wedding, a prom or a photo shoot. Decided in advance, searched by date and checked against photos of real work.
- Facial treatments: The client has a specific problem and reads for a long time before coming. Explanation and an honest conversation about what is achievable are what work.
- Hair removal and device-based treatments: Bought as a course, so the decision is larger and slower. A clear schedule of sessions and what happens between them helps.
- Treatments that count as medical activity: Fillers, botulinum toxin, chemical peels and some laser treatments are performed by a medical specialist. Different advertising rules then apply, and the content explains rather than promises.
- Products to take home: Selling at the chair brings revenue without a new appointment. Clients buy what they have just felt, if someone explains why.
Sectors with the same type of decision
There too, the customer chooses somewhere nearby and first wants to know when they can be seen.
Customers choose fast and nearby
What businesses have in common when customers decide within their own area.
Dental clinics
Clinics where the emergency patient and planned treatment follow different paths.
Automotive
Businesses where a repair cannot wait and buying a car is carefully considered.