As an esthetician, you’re well-aware of the kind of ultra-competitive beauty experts you’re up against when it comes to expanding your business. Figuring out how to be a successful esthetician in that kind of environment might seem intimidating, but with a little focus and a lot of drive, it’s well within your reach.
In the rapidly growing world of skin care, you’ll have to be creative in growing your business. Here are a few ways you can make more money as an esthetician.
Find your niche
One of the best business strategies is to be, simply put, the best. Whether you’re an experienced esthetician or an aspiring one, becoming an expert in your field will make your customers feel safe and cared for. When customers feel like they’re in capable hands, they’ll keep coming back and will tell their friends and family.
Once you’ve completed your professional training, it’s crucial to stay up-to-date on your industry through research and discussion with other experts in the field. Customers will ask about different trends and information they’ve found online, and you’ll need to help them make sense of what they’ve seen, debunk certain myths and determine what types of treatment are truly best for them.
Beyond that, building a niche for yourself (i.e. being extremely good at one category of things, rather than everything) will help make you the go-to esthetician for those specific services and help you build a solid brand and identity.
Create a name for yourself online
You’ll also want to build an online presence. Create a website that’s easy to use and displays your expertise. Furthermore, look into maintaining a Facebook, Twitter and Instagram page that you can use to regularly post blog content, industry news and photos of your work. Instagram is particularly important in the beauty industry, so whatever field you specialize in, take the time to curate an Instagram feed that shows off your skills, like before-and-after photos. Create a hashtag for your business and always geotag your spa or salon.
Learn to love retail
Selling a product while trying to create a relaxing a soothing experience might not seem like ideas that go hand-in-hand, but retail is a crucial part of becoming a successful esthetician. Whether you’re running your own business or working in a spa, retail will increase your income dramatically, and can still be a relaxing part of the customer’s experience. Depending on how and when you communicate with your customers, you should know what type of product they need and what your product is competing with. Stay in-the-know by looking at what other skin products are selling, and learn why yours are better.
Establish your own private label skincare
Creating and marketing your own line of private label skincare will help build trust and loyalty from your customer base. It creates a simple marketing system in which your employees provide an exceptional service to customers and then offer them a product that could offer a bit of their relaxing experience in the comfort of their own home. When they run out of that product, they then return for another spa service and to restock on your product. Plus, private labeling your products will give you exclusivity and control over your profits in a way retailing other brands can’t.
Be creative in how you sell
So you know your product, and you know your competition. Now, you need to figure out how to sell it. We’ve already discussed how and when to sell in-office, but why stop there? You have a stellar product, unique marketing and a huge potential audience waiting to buy. E-commerce is the new frontier when it comes to sales, and it could help you increase your profit. Look into offering your products on your website, on Amazon and through other online skincare marketplaces to expand your reach.