88 June 2014 © Skin Inc. www.SkinInc.com
color information is on file and a new color palette could
be created for them for every season.
When a client comes in for a color analysis, they
receive a color chart. This gives a visual of all of their
best makeup choices for the season and the names of
each individual product. All of their information is also
captured in online business management software. Their
client profile includes any products they have purchased
or are interested in. Clients recommend this service to
their friends, increasing referrals, and it opens the door
to skin care conversations, as well. Clients love that they
can look current by complimenting their own personal
color harmony. They comment on how simply changing
to the right colors makes them look years younger and
effortlessly put together.
Clients who visit skin care facilities are generally
image-conscious. They expect professionals to help
them look their best. Offering free makeup applications
at the end of every skin care service is a fantastic
way to introduce the color analysis service, as well as
ensure they look polished for the remainder of their
day. Depending on the season, retail displays should be
created that incorporate current color trends. Displaying
before-and-after photographs in a book in the waiting
area is also an easy way to peak interest for color analysis.
Also, memberships can be created for clients—choose
monthly products—both skin care and makeup—to offer
at a discounted price to all members.
Skin care facilities can add color analysis service
to once again claim their authority as cosmetic
experts. There are no expensive machines involved,
just color drapes with a gray smock and cap, a mirror,
full-spectrum lighting, and a trained color expert
and makeup artist. In order to be successful in color
analysis training, it’s most effective to become trained
with a hands-on approach.
The analysis takes approximately 45 minutes, and
a makeup application or lesson follows. It is strongly
recommended to take a “before” picture, because the
transformation the client will see is just amazing.
Having before-and-after images will also increase your
cosmetic sales. Pictures speak a thousand words. A
picture is taken of the client without makeup before the
color analysis is done. Then, an “after” picture is taken
once color analysis and makeup is complete, with the
color drape around their décolleté. Once the client sees
the difference, you will have increased their interest in
purchasing the cosmetics that were used to provide them
their perfect look.
Color analysis is a great way not only to have an
additional service revenue stream, but also to bring in
new clients who will hear about the service from clients
who have already experienced it, which will increase your
clientele. Cosmetic sales will inevitably go up and repeat
sales will double. It is a service that will lead clients to
return to your skin care facility to repurchase the cosmetic
products once they run out. Seasonal looks can also be
created, which will increase service and retail revenue.
Women today do not want to be simply sold to. They’re
hungry for real, concrete information about why they
need products or services. If the skin care industry can
deliver upon this, it will take back the lead on cosmetic
sales while simultaneously raising the level of elite services
within spas to attract clients who will make retail makeup
purchases month after month.
Jaclyn Peresetsky is CEO, esthetician
and color specialist at SkinPerfect Image
Wellness Spa in Columbus, Ohio. She
is the author of Discover the Power of
YOUR Colors (CreateSpace Independent Publishing
Color analysis provides clients with a
custom fit for their makeup.