Expert Advice: Ways to make your waxing clients return
From emerging bikini styles to choosing the right names, Waxing expert Tania Borges Pereira offers some tricks will keep your waxing customers coming back month after month.
This summer, what are customers' motivations for having a wax?
“I have been specialising in waxing for over 10 years. Now, my clients are waxing for themselves - not a partner. Many are single and do it to feel cleaner or more hygienic. Waxing has become a beauty habit, similar to getting your nails done and it's all about the feeling it gives them.”
Have you seen an increase in bookings for this summer's waxing and what waxing styles are most popular?
“Most of my clients do come in and book on a regular basis but I do see a slight seasonal increase with new clients booking in around over the summer season as people are preparing to show more skin or going away on holiday.
“The Hollywood style tends to be more popular over the holiday season. Likely because people are going to be showing more skin than at other times of the year, and they want to be hair free and confident.”
Have you noticed any changes or trends in waxing styles?
“Waxing styles have been evolving this year and since the pandemic, we have had much more of a demand for a style we have created called ‘lockdown' which consists of removing all of the front hair, whilst keeping the back.
“We've also recently seen much more of a demand for a deep, high bikini line with removal of the backside hair - this is what we call ‘The Queen Special'. The Lockdown style became popular because it offers good value for money, whilst still getting a similar effect as a full wax.”
“People's decisions about their waxing style preference doesn't say anything about them. The question is akin to asking what a bob or pixie haircut says about someone. It's a personal preference and we shouldn't make value judgments about people based on hair styling choices.”
Is there a certain clientele for waxing?
“My clientele varies enormously, they can be anything from 20-50 years old, single, in relationships or married. There is no typical person or ‘personality' when it comes to waxing and what people get. Their professional backgrounds range from doctors, and nurses, to office workers, lawyers, singers, actors and even police officers. I always prefer to call my clients friends, as that's what they become.
“Every woman is shaped differently, and the same applies to their intimate regions. They will choose a style based on a variety of individual factors, not because they're a certain type of person.”
Tania's Top Tips
- Try new things that work for customers and their requests. During the pandemic we created a new waxing style called ‘Lockdown' - we remove all of the front hair, whilst keeping the back - a much more cost-effective style with the appearance of a full wax. This quickly became one of our most popular waxes, which in recent times and the rising cost of living, could be a great idea to offer customers again now.
- Make sure you're aware of your customer trends, most popular treatments and weakest sellers to tailor your approach to any discounts or offers. The ‘Hollywood' remains summer's most popular bikini style for us - I expect because people are showing more skin and want to be hair-free and confident. Offering discounts or loyalty cards for these treatments can be really effective in client retention.
- Make your treatments your own - personalise them, and don't be afraid to be fun with the names or how you promote them! We've recently seen much more of a demand for a deep, high bikini line with the removal of the backside hair - this is what we call ‘The Queen Special'.
Tania Borges Pereira from Waxing Queen & Lash Lift in London is a Treatwell waxing expert.
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