HELENA LINSKY, CO-DIRECTOR, Q61 NAIL AND BEAUTY STUDIO GROUP, REVEALS THE KEY TO TAPPING INTO THE LUCRATIVE BRIDAL BEAUTY MARKET
Bridal hair and beauty is a lucrative and rapidly growing market that is showing no signs of waning.
With the average UK couple spending more than £20k on their wedding, beauty in this sector is big business, as the bride, her bridal party and the groom look to ensure they look their very best on the ‘big day’. With this in mind, bridal beauty is big business and when approached correctly, can be a lucrative earner for your salon.
First of all, consider how you’re marketing your bridal offerings. Every bride wants to look the best version of herself, and needs to believe in your brand, products and services and to trust they you can help her achieve her aim.
The devil is in the detail; brides are notoriously choosy, and rightly so given the investment in the day – so make sure every element of your branding conveys trust. Ensure your website has a designated section for bridal beauty – you must convey that you are specialists in this sector and that bridal packages aren’t simply an afterthought. Make sure your website is impressive; your social media is glossy; your marketing materials are smart; your salon is polished and your staff are impeccable. First impressions count when it comes to inspiring confidence, so don’t let the detail let you down.
Bridal beauty is usually a long-term process. Statistics show that in the run up to her wedding day, a bride is likely to invest in long-term beauty procedures including teeth whitening, personal training and botox; brides are willing to invest in looking their best, so create bridal beauty packages that reflect this demand, with a focus on treatments that will help over a longer period, and that cannot be left until the last minute. These can then be marketed as a ‘bridal countdown’ package. Treatments such as face peels fit well into this category. Focus strongly on your skincare treatment offerings – brides place huge importance on making sure their skin looks its very best on their wedding day, so be sure to offer packages that include facials designed to help clear a bride’s skin and leave it looking as glowing as possible. Hair removal is another popular choice with brides, so if your salon offers laser hair removal, consider offering bride-specific courses, tailored to each bride’s run-up to their wedding day.
While long-term packages are important to a bride, it’s important not to overlook the last minute treatments that are very popular with brides and bridal parties. A package that includes a spray tan, brow tint, lash extensions, long-lasting gel manicure and pedicure is a good starting point and covers most popular bridal beauty bases. Remember, that at this later appointment the bride will be getting close to her big day and may well be starting to feel anxious, so focus on including lots of relaxing rituals as part of her visit.
For example, the relaxation area at our new Q61 Harrogate nail and beauty studio includes a premium coffee bar, allowing clients to relax in a massage chair while they’re having a pedicure and enjoy a hot drink. We also go out of our way to treat our bridal clients as true VIPs by offering complimentary champagne and by giving brides a private area, stocked with bridal magazines, where they can relax between treatments. Remember, most brides will choose their beauty provider through a friend or relative’s recommendation, so making all your brides feel special will not only leave them looking and feeling amazing on their big day, it will help you to attract future business, too.
Finally, remember to showcase your bridal skills on social media. Share selfies of your bride enjoying a glass of bubbly, post photos of the bridesmaids’ makeup and take photos of the bespoke manicure you’ve created for your bride. Also consider asking the wedding party to share photos on their own social media. Remember though that using your discretion is crucial. Most brides won’t want any images of them being posted to social media until after the wedding – when her groom and guests have already seen her – so be extra careful not to post anything beforehand, and if in doubt, check with your bride.