Waxing services may be intimidating to most as it is a personal care service that is often associated with pain. Many people shy away from being waxed and are afraid or unsure of what it will be like. It is important to address any fears that new clients may have of waxing and reassure them, so they are encouraged to come back. The current pandemic has also created a new group of clients – ones that may have previously been routine clients but due to closures and lockdowns, missed their consistent appointments. As a result, they may have some hesitation in returning. However, there are some tips and tricks on how to relax both new clients as well as long missed clients.
PRIOR TO THE SERVICE
Communication prior to the waxing service is key as this will answer any questions that a new or returning client may have. Increase communication by having a frequently asked questions page on the website and sending out appointment confirmation emails with important details, so clients know what to expect when they show up. Also, continuing to update social media pages with any new protocols in regard to implemented sanitization practices may convince clients to visit a spa. It is vital to make sure that a client feels as confident and comfortable as possible when they arrive for their appointment because this will minimize any surprises ahead of time. During these times of uncertainty around different protocols and procedures, it is important to communicate all aspects of the service and what to expect. This might include elements like mask wearing (if required), screening questions, payment methods, and wait area guidelines. It may be helpful to put oneself in the clients’ shoes and think of all the questions they might have in that situation. Most of the time too much information is better than not enough.
DURING THE SERVICE
Now that the client is at the spa, keep the communication flowing. Before starting the service, ask if they have any questions. Providing an explanation and getting confirmation of the service prior to its start will ease fear and anxiety. For example, a client may have booked a full Brazilian wax but only wants a bikini treatment. It is important to clarify any questions and unknowns.
Try to create a calm and welcoming space. This might include music or incorporating pictures or plants that evoke a sense of serenity. While performing the service, make sure to explain what is happening throughout the procedure and the different products being used. For example, the client might wonder why their treatment is done with hard wax versus a strip wax. In addition, bring up aftercare and offer some suggestions on retail products that they can apply between services. This is a great time to educate a client on products they may be interested in, such as targeted treatment products for ingrown hairs or hyperpigmentation. Upsell waxing services in an organic way. When performing a leg wax, encourage the client to try an arm wax next time because they might not be aware of all their hair removal options.
AFTER THE SERVICE
The follow-up communication after the appointment is just as important as before the service. Calling clients 24 to 48 hours after their service to check in and answer any questions is a great way to be proactive and make them feel appreciated. It may also be a great time to book their next appointment in four to six weeks if they did not already do so.
Once an enjoyable experience has been experienced by clients, loyalty will keep bringing them back. Additionally, consider loyalty promotions such as a discount to reward returning clients or the opportunity to buy a package. Be creative.
Finally, in order to create the best possible waxing experience, it is important to use a high-quality wax with extra soothing ingredients to calm and protect skin. This will minimize any redness or pain associated with waxing. Be sure to offer suggestions on take-home products and at-home care in between services, such as exfoliating and moisturizing. Clients will thank you.
Lindsay Miller is the president of LYCON Wax North America. After first discovering LYCON wax in the United Kingdom 10 years ago, Miller has dedicated her time to grow the brand across North America, including introducing LYCON to Canada. Training and product quality are extremely important to Miller, and she prides herself on building a strong team around her that can offer the best customer experience possible.