Sometimes it just doesn’t feel cool to preach about your achievements, even though it’s proven to be the secret sauce for boosting client engagement. And we know from talking to hundreds of beauty professionals the majority do feel awkward with it. But there is another way to communicate your values without talking about them. Visual cues can speak volumes and still keep the mood light.
Research has proven that the majority of clients, across demographic groups, want to see their business being responsible towards the planet, with the top three initiatives most favored by more than 1,000 guests surveyed being: natural products, water conservation and recycling. When you are going head to head with a competitor, building towards a greener culture has become the ultimate stand-out tool – but only if you are telling your clients. Fortunately, it’s easy to do without stumbling over the script. For most beauty businesses looking to upgrade their business to be more sustainable, it begins with recycling solutions and water-saving, two initiatives that are hard to miss if you play it right.
Be Water Wise
Conserving water is the second most-appreciated initiative by clients, across age groups and regionally, and as it most obvious during their favorite part of the appointment, is an easy one to communicate subliminally. Every client loves the feel of a pressured rinse during their shampoo. They’ll notice the feel, but you don’t need to awkwardly launch into a discussion of how it works. Utilizing a specialty nozzle, like ECOHEADS, that looks interesting and high-end showcases your intentions and you can take it a step further with signage, either digital or as part of your wall art. With these nozzles you are saving up to 65% of water and energy used on each rinse, which is a nice cherry on top of an amazing experience at the basin.
Reduce Your Impact
Clients now know how much waste the beauty industry produces, so to be one of the leaders in lessening our impact really resonates with them and it’s an easy one to showcase without blabbing on about it. Bring your color-saving Ping color mixer center-stage as it tells the client you are determined to reduce chemical waste in your salon. Meanwhile, connecting with an industry-specialist waste management company and positioning your recycling receptacles throughout the salon – even if it means having to take a couple of steps to put your foils in the bin – further illustrates your commitment without you uttering a word. Serving refreshments in glass is a subtle reminder of your drive to cut down plastic, which can be reinforced by blackboard messaging featuring inspirational quotes.
Help Them at Home
While water conservation and recycling are priorities for clients, the number one initiative they want to see in your salon is use of natural products. Even the major manufacturers know this and are taking huge steps to improve their brands so you can give your guests greater choice, but it’s those glass bottles lined up that really resonate. Even better if they are artisanal and produced locally. Back this up with a refillery, which won’t be a huge revenue generator at first but which will create brand loyalty, even with those who never participate. Just by having one set up in a corner clients can see you are adding value by giving them an opportunity to be more eco – and economical - if they want.
For more guidance on marketing your sustainability story, check out our free SBCo Marketing Toolkit.
