She's Got The Look

Thinkstock/Armando Sanchez

THE LOOK: Avant-Garde Glamour

Every beauty professional dreams of a client who’s game for anything. There is no greater thrill than to use a client’s face as a veritable canvas on which to conceive of artful, original details. Keeping things tasteful, not trashy, is the goal.

When is the best time to promote bold looks at the spa?
Towne: During fashion week. Put a few of your most intense makeup products on a display in a highly visible area to get customers to ask questions. Create a theme based on the latest trends, or perhaps a look mired more in fantasy.

Bock: Show this look in a framed picture, with the products needed to create it displayed beside it. Depending on the edginess of your clientele, show pictures that are over-the-top, or just a hint of fun.

To whom do you market this look?
Luque: A younger client tends to request it, especially if a celebrity has been seen sporting it.

Roselli: Anyone can wear it if you show them how.
Give your guests a five-minute crash course in contouring and highlighting. The hallmarks of this
look are sultry, pigmented eyes; sculpted cheeks; and
a bold lip.

Towne: Avant-garde makeup is meant to inspire and move people. These looks are visionary in nature, less limited than an evening look. The colors can be brighter, darker, more intense and more luminous. But keep in mind that it must be done well. An attempt that isn’t well blended or finished can easily come off looking ridiculous.

Suggested beauty tools: Youngblood Incredible Wear Gel Liner in Sienna, Aveda Smoothing Lip Color in Rare Orchid, Your Name High Pigment Eye Shadows, Bodyography Lipgloss in Dazzle, Ardell Lash Wild Sparkles from American International Industries, Mineral Mine Lip Polish in Kimono Red.

Cosmetic Skin Care

The fact that many of today’s spa-grade makeup lines double as skin care provides spa owners with ideal retailing opportunities. Lash and brow enhancers, foundations, eye shadows and lip colors can also deliver sun protection, nourishing vitamins, moisturizers and antiaging powerhouses like retinol and peptides.

“Cosmetics have proven to be an integral retail product within a spa,” reports Lynne McNees, president of the International Spa Association. “Sixty-four percent of all spas with a retail area offer cosmetic products, which accounts for nine percent of total retail revenue.”

Of course, giving clients more reasons to shop at your spa doesn’t hurt, either. “Offering a diverse product lineup ensures spa-goers have access to everything they need when it comes to beauty and wellness in one relaxing spa environment,” McNees explains.

+ For a wealth of tips on breaking sales records on cosmetics and other items this holiday season, look out for our first-ever Day Spa Retailing Guide in the October issue of DAYSPA!

Heather Wood Rudúlph is a freelance writer based in Sacramento, California.