Taking beauty inspiration from famous faces has been happening for generations. Whether it was Audrey Hepburn, Brigitte Bardot or Cleopatra, the rich and famous have always set the trends when it comes to beauty. That’s still the case today and, like it or not, it’s the Kardashian/Jenner clan that are trail-blazing the hottest new looks.
Last year, salon sales of blushers and bronzers shot up 12% in the UK, according to market analyst Mintel, and their experts believe that surge is down to the contouring trend made famous by Mrs West and her sisters.
Can Kim Actually Boost Your Salon Sales?
“The reality is in every generation there is one person who leads the way in glamour and style, and now it is the Kardashians,” says Michelle Duberry, founder of beauty salon Nice Nails Baby.
Celebrity endorsements are still just as popular a marketing tool for brands as ever, and, Michelle says, with so much emphasis on the “perfect” look, why wouldn’t we buy the products touted by the glamorous and gorgeous?
But where once the latest trends and celebrity secrets in beauty were confined to the pages of glossy magazines, thanks to social media they are now everywhere – shared on our Facebook pages or popping up in our Instagram and Twitter feeds, every time we turn on a computer or look at our phones.
If Kim Kardashian wants to evangelise about a new product she just loves on Instagram, it will be seen by 52.7million people. That’s a lot more than any magazine going can reach. And the reality is that salon sales can truly benefit from this.
“We may tell ourselves we are not interested in celebrities or what the next beauty trend is, but if we are told something enough, we start to believe it,” Michelle says.
This is all good news for salons and a salon’s sales strategies. As long as you can stay on top of the celeb gossip when it comes to beauty:
– Is it a contoured cheek that’s popular, or the big perfect pout, or the no-makeup makeup base?
– Make sure you have the products and treatments on offer in salon to help your clients keep their look on-trend.
And it’s not just women buying products made popular buy a famous face either. “Since the rise of programmes like Geordie Shore and The Only Way Is Essex, there has been an increase in male grooming,” says Michelle. “In fact, 30% of men have admitted using celebrity endorsed products, with the most popular faces being Gerard Butler, Bradley Cooper and David Beckham.”
Michelle’s Top Tips Using Celebs To Boost Salon Sales:
1. Offer promotions on celebrity endorsed brands within the salon, and use them on your clients during a treatment or service.
2. Beauty products are often impulse buys, so place them in obvious points of sale, either close to the tip, at the entrance or close to where you offer your treatments. Click here for retail display ideas.
3. In today’s market, bloggers have a lot of sway and salons can benefit. Real time reviews and honest opinions can have great results.
Thank you for reading!