Skin care is the one indulgence clients allow themselves during the fast pace of the holidays, and everyone wants to look young for yuletide. Keep your pampering tools and products on hand!
As they hurry through their holiday shopping, clients’ skin cries out for hydration. Be there for them! Stock your holiday displays with appealingly packaged moisture remedies like the Hempz “Hydrate Me” duo of Triple Moisture Herbal Whipped Body Crème and Body Wash with a free body pouf. As you shop the CosmoProf and Armstrong McCall stores, don’t neglect your own skin care needs. “It’s not just about retailing,” says Pharmagel Vice President of Sales & Marketing Jennifer Jeziorski. “Cosmetologists are picking up Pharmagel for themselves.”
3 Trends of the Season
1. Flavor scents. “Vanilla has always been a popular scent, but this season we’re noticing a variety of flavors,” says Hempz Marketing Director Joseph DeMartino. “We’ve formulated a luxurious, limited edition blend of vanilla and cashmere. Comfort meets indulgence.”
Cuccio Naturale picks up the two-flavor concept with its Daily Spa Essentials Duos in Milk & Honey, Pomegranate & Fig and Vanilla Bean & Sugar, while the “kitchen” aromas in Earthly Body’s holiday candles include pear, cinnamon stick, vanilla, lemon, apple and red currants.
2. Wellness and relaxation. Devote one of your holiday-driven displays to show images of relaxation, but make sure you don’t lose the holiday hook, advises Patricia Freund, vice president of marketing for Cuccio Naturale. “Add some winter visuals and holiday decorations,” she suggests.
“The client knows that her body is tired and needs to relax,” DeMartino agrees. The body pouf that comes with all four Hempz prepack duos catches the client’s eye.
Point out to clients Earthly Body’s Miracle Oil Holiday Duo, which includes a free Dare to be Bare Shaving Cream.
3. Anti-aging. Lines and wrinkles, age spots, hyperpigmentation, dry skin, uneven skin tone—it’s all adding up to an anti-aging industry approaching the $300 billion mark within the next few years, according to Pevonia sources. You have a great opportunity to help clients look and feel youthful.
“Clients are using prevention strategies earlier,” adds Jeziorski. “Teens and women in their 20s are expressing concern, and skin care is becoming more relevant to men as well.”
Unwrap This Technique!
On Pevonia’s Express Service Menu of 15-minute treatments perfect for holiday time: Lunch Time Age Reverse
A de-aging, repairing facial that begins with a creamy cleanser to lift away impurities and prepare skin to receive a topical alternative to injectables. Massage Hyaluronic Acid, Marine Collagen, Caviar and more into the client’s areas of concern; conclude with a luxurious moisturizer.
BIZ BUILDERS
Brand assistance: Don’t be afraid to ask for help from your CosmoProf consultant or the brand itself. We’re your partners! “Timeless By Pevonia offers a 24/7 online, on-demand business partner resource center that allows quick and easy downloads to access valuable, cost-saving sales, marketing and education tools,” says Maritza Rodriguez, Pevonia’s global vp of marketing & communications. Just set up an account at Timeless-ByPevonia.com.
Gift certificates: “Gift certificates are so important at this time of year,” Patricia Freund says. “Promote them! Don’t assume that people know you have gift cards, especially for services.”
Early start: “Department stores start early to maximize their holiday revenue because it works,” notes Freund. “Women are gatherers of information! They may see something in September that they’ll pick up later in the season, or they’ll buy it early and stash it away until the holidays. You probably know which clients are your ‘early’ people. Don’t wait to show them what you have available!”
Travel sizes: Always huge sellers at holiday time, travel sizes are great for the plane or car and double as stocking stuffers, grab bag gifts and appreciation for teachers, coaches and service providers.
Promoting nature: Many clients today want to know that skin care ingredients are safe and natural. Introduce them to Earthly Body, with products that are 100 percent vegan, drug-free and cruelty-free. The natural formulas contain no mineral oil, dyes, sulfates, propylene glycol, phthalates or parabens.
Excerpted from MODERN SALON HOLIDAY 2014, an exclusive custom edition with CosmoProf and Armstrong McCall to help salon pros plan and grow holiday business. See the complete digital edition at modernsalon.com/holiday.
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