Spas are continually looking for innovative ways to expand and grow their business. A market analysis is one way to gain a better understanding of areas in the market that may be overlooked. The insight gained may reveal niche areas of the market that are underserviced. The tween market is not a typical market targeted by spas, but is one that is growing in size and demand. Tweens are typically defined as being between the ages of 9 and 13 – the years before officially becoming a teenager. With the growth in popularity of social media, younger age groups are exposed to more beauty and fashion trends, increasing their awareness of their options when it comes to self-care and beauty. Waxing services are in the spotlight for spas as the question becomes “How young is too young for waxing” and, more specifically, “How can spas service this age group in the best way possible?” Addressing these questions can be challenging, as there is no right or wrong answer; however, here are some tips and tricks when considering all of your options when it comes to tweens and waxing.
EDUCATE PARENTS AND GUARDIANS
Often parents or guardians will be with the younger aged client when they show up for their waxing appointment. This is especially true if it is a requirement of the spa. Although it is at the discretion of the spa to decide, some spas do require a signature from a parent or guardian if the client is under a certain age. Educating the parent or guardian is important, as they will have influence over the client’s decisions and can help coach the client with aftercare and preparing for the wax. Having a small handout with some FAQs on waxing is beneficial to help answer any questions. In addition, it is important to fully educate the parent and guardian on the cleanliness of your facility and steps taken to ensure the waxing service is hygienic, such as no double dipping and wearing gloves. Finally, the parents and guardians, as well as the client, should be fully educated on the aftercare in between waxing services.
LOYALTY PROGRAM
Consider creating a specific loyalty program for the tween and teenage age groups. The program could provide an incentive for a client to return routinely, as well as rewards for referrals. A teenage wax card could allow special pricing applied to select services and be linked to a rewards program. It is important that the program be well defined in terms of the age of qualification, the services that are valid, and how the card promotions can be redeemed.
CREATE CONFIDENCE THROUGH COMFORT
Waxing can be an intimidating service, especially for younger clientele. It is essential to ease any nerves that the client may have before the wax by fully explaining each step and making them feel as comfortable as possible during the wax. Details such as making the wax room inviting by limiting the lighting, where possible, having music playing, and greeting the client in a friendly manner will help to reduce any stress that may exist. Be sure to complete the service by adding options such as covering up an eyebrow wax with mineral makeup where needed. At the end of the service, the client should leave feeling confident and satisfied with their wax.
Waxing teenagers and tweens provides an opportunity to service an age group that can often be overlooked. Clients will leave with smooth skin, less irritation, and a boost of confidence. However, it is recommended that a set of guidelines be made in regards to age and waxing services. This will help to eliminate any grey areas and allow you to focus on growing your business and offering the best possible waxing service.
Lindsay Miller is the president of LYCON Wax North America. Having first discovered LYCON Wax in the United Kingdom 10 years ago, she has dedicated her time to growing 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. LYCON continues to be a market leader in hair removal wax and is used in top spas and salons around the world.