Cosmetology Marketing Techniques

by Denise Brandenberg; Updated September 26, 2017
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Cosmetologists are in the business of making people look and feel beautiful. While most of these beauty professionals are trained and certified in their chosen specialties, many of them do not have marketing backgrounds. They typically own small businesses without large advertising budgets. If you are a cosmetologist starting a new business, or simply looking to give your current one a makeover, there are many marketing techniques and ideas to choose from.

Partner With Local Businesses

According to an article on Smart Money’s Small Business website, you should partner with other local businesses to get the most out of your marketing dollars. Choose partner businesses that have the same target customer, but that are not in direct competition with you. For example, nail salons could partner with hair salons or tanning salons. If your beauty salon mainly targets women, consider partnering up with a local clothes boutique that caters to the same crowd. Split the marketing costs of brochure ads, as well as local magazine and newspaper ads, by sharing the ad space. Promote each other’s businesses, perhaps by leaving business cards or holiday special fliers in each other’s shops.

If you are seeking to attract many new customers that have lots of expendable income, consider targeting the young professional market. One way to do this is to partner with a trendy local restaurant or wine bar. Plan a happy hour at your beauty salon, and ask the restaurant establishment to cater it for free. For example, the restaurant could provide house wine and appetizers. Agree to display the restaurant’s take-out menu and other promotional items in your shop as a trade off.

Offer Seasonal Promotions

Create new interest and excitement at your beauty shop with seasonal promotions. For example, if you own a nail salon, add holiday menu items, such as cranberry pedicures or peppermint manicure treatments during the Christmas holidays. Promote these seasonal products or services as great gift certificate items for your regular clients’ friends and family members. Get creative and think outside the typical Christmas and New Year’s promotions as well. This may include offering a Valentine’s Day makeover promotion or a haircut special promotion during the back-to-school season.

Give Away Promotional Gifts

Give away unique promotional gifts that will allow your cosmetology business to advertise itself. According to Beauty Salon Promotions, you should customize non-traditional salon gifts. Rather than giving away nail files or brushes with your salon logo, give away coffee travel mugs or gym bags with your business name. Other ideas may include lip balms or mint tins with your logo. These items are usually cost-efficient if you purchase them in volume.

About the Author

Denise Brandenberg has more than 15 years professional experience as a marketing copywriter, with a focus in public relations. She also worked as a recruiter for many years and is a certified resume writer. She holds a Bachelor of Arts in English.

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