82 June 2014 © Skin Inc. www.SkinInc.com
when I opened my spa, there was a big, unanticipated problem.
Women weren’t coming to the spa to purchase makeup. Although
they were thrilled with the results of their skin care treatments,
they weren’t seeing the value of buying their cosmetics in a skin care facility.
Perhaps I was naive back then, because I had been the top salesperson at a
cosmetic counter during my college years, which led me to believe makeup sales
would be easy at my own spa. I considered a variety of causes. The spa offered all
of the usual makeup services, including makeup lessons, creating looks for wedding
parties and providing a “dust-off” service after a facial, but those things weren’t
creating the demand necessary to meet the forecast for cosmetics sales. Many skin
care professionals include cosmetics in with their skin care education, so why are
they not getting a larger piece of this revenue?
Clients today have many options for making cosmetic purchases: home makeup
parties—otherwise know as direct sales—is a booming industry. This not only hurts
spa business in terms of retail sales, but also has devalued skin care professionals’
By Jaclyn Peresetsky