The savvy consumer knows they have options when it comes to purchasing skin care products, and those options may or may not include your establishment. So, the question is this: what can you do to make clients want to purchase their products from you?

Aside from being a really, really great salesperson, the answer is simple. Sales are most often generated by the way in which the products are placed and displayed.

UNIQUE PRESENTATION

There are many ways to display, including wall shelving, shelf units, cubbies, countertop displays, or brand displays provided by the manufacturer. But, have you ever thought outside the box and utilized non-conventional methods? Vintage suitcases are a great way to catch the eye or using jars with special details positioned between a variety of found objects. A vintage, glass cake plate can become a pretty spot to present your loveliest products. Vases, small baskets, and trays – nearly anything can work as a think-outside-the-box beauty organizer. It is really only limited by your imagination.

Clients spend an average of five to 10 minutes in the reception area. Give them something to do while they wait by transforming it into a retail area that encourages client interaction with the products on display. Approximately two-thirds of consumers buy products at the point of purchase, so be sure to use those eye-catching product displays and testers to your advantage.

The key is taking the approach of creating a shopping experience for your clientele, instead of having you or associates simply sell products based on ingredients or recommendation. Paint vintage jars to reflect the personality of the spa. Display merchandise on embellished mirrored glass or vanity trays with ornate handles. Pretty, little pencil cups are also useful, as are recycled candle jars, after the wax has been removed.

TESTERS

Make sure any displays you create include testers and that the products are easily noticeable and accessible as a way to draw clients to them. The ability to see, touch, smell, and test products takes away much of the guessing game for clients if you aren’t around.

SWITCHING THINGS UP

The success of displays also depends on how often you switch them up. It has been proven that once the eye becomes accustomed to an arrangement, it no longer registers the image. This creates a huge, unnecessary barrier in noticeable spa product displays and in your bottom line. To avoid this, refresh and rearrange displays every four to six weeks. Creating new groupings and changing product locations is key to financial success. Returning clients will continue to be intrigued by the ever-changing display area.

Highlighting new products with an area of their own is another way to draw clients in. Using seasonal props to promote items, such as moisturizer or sunscreen, works well in reminding clients that there is an endgame when it comes to the purchase: protection and prevention.

SAMPLES

Clients love to know they are getting a deal almost as much as they love getting something for free. Provide new clients with samples of the full-size retail products. This sets your spa apart from others and allows the client to become familiar with trusted product lines. This strategy can also be used with returning clients who are hesitant to make a purchase. Once they have experienced the product in the comfort of their own homes, chances are they will purchase the full-size product once their sample is depleted. Make sure you have a plentiful supply of backstock, so you can always make a sale when a client is ready to buy.

Retailing is not easy, especially with how readily available products have become through the internet. But there’s no doubt those extra sales add to your bottom line. Do what you can to ensure financial stability by putting effort and creativity into displays. Think like a client and give them what you would want if you were walking into their space.

For the past 13 years, Lila Castellanos, L.E., owner of Doll Face Skincare Studio, has specialized in skin rejuvenation, lending her expertise to several different environments, including working as a paramedical aesthetician, as well as with day spa and mobile spa business models. It was through these varied experiences, along with the interactions with her loyal clientele, that she honed her passion for improving and maintaining the health and integrity of her clients’ skin. Her adaptability and versatility are equally impressive in providing antiaging facials, treating acne, and minimizing the appearance of scarring, or when addressing skin conditions that arise as a result of hormonal changes. By perfecting the art of delivering luxurious, personalized service along with up-to-date treatment techniques performed with professional equipment and specialized products, Castellanos has successfully developed a loyal clientele.