Trends in social media are a moving target. What is hot today may be considered passe quite quickly. Navigating this environment requires a sophisticated understanding of multiple platforms in order to attract the attention of potential clients. Spas may ponder a number of questions. Which platform is most likely to contain their prospective clients? What does the competition’s content look like? How will spas know if what they are doing is working, and what is coming next?

Melissa Black is the founder and owner of Bombshell Beauty Lounge Salons and Candy Coat Beauty Wax + Sugar with locations in Richmond, Virginia; downtown Las Vegas, Nevada; and West Hollywood, California. As a master aesthetician and permanent makeup and tattoo artist, she has been in the industry for more than three decades. Black has dedicated her knowledge to building brands and developing techniques with a proven track record of success in the world of aesthetics.