Marketing to Moms: The Beauty Salon
Posted by Lisa in marketing to moms, tags: beauty salon, marketing, marketing to moms, moms, spaBeauty salons and spas know how to market to women of all ages, but I think they do an exceptional job marketing to moms. In my kid-taxing, work-home balancing life, the salon is an oasis. These businesses cater so well to me as a mom, there’s no way I’d give up my salon appointment. It’s an essential line item in our family budget.
Even my husband seems to recognize it is sacred “me-time.” Perhaps he compares it to playing a round of golf. This weekend, I transferred kid-duty to him and headed to the salon without guilt.
In addition to my “me-time,” I’m usually looking to maintain or spice up my style. But the beauty salon is also an essential stop in preparation for life’s big events. As I got settled to enjoy my salon visit, a mom-to-be sat in the next chair. She was at the salon for a stylish cut to see her through labor and delivery. Before a big event, I’m definitely going to make sure I have an salon appointment set. The only question is how much am I going to indulge in.
There are many marketing tips that can be learned from beauty salons. Often small businesses and female-owned, salons and spas are highly tuned into their clients’ needs and desires.
5 Ways to Market to Moms like a Beauty Salon
- Fill my needs — The beauty industry and media onslaught has probably contributed to my perception of need, but I suspect my own vanity fuels it quite well. My typical need is for hair and nail maintenance, but in this environment, I can easily adopt the “because I’m worth it” mentality and discover new needs.
- Pamper me – Beauty salons are masters at providing pampering. From hospitality offerings like bottled water and cappuccino to neck rubs and scalp massages, the salon makes me feel taken care of. The pampering turns my trip to the salon into a real treat, not just another errand.
- Communicate with me – Hair stylists are masters of conversations. I rarely talk as much about my life than when I’m in the chair at the salon. Good hair stylists will remember the important details of your life. Every salon has a buzz. The warm buzz of women talking is louder than the mechanical buzz of dryers or background music.
- Help me relax – A lot of salons have adopted spa-like decors. The colors are earthy and soothing. My salon appointments can run a couple of hours. Maybe that’s because I need a lot of work … but two hours is just enough time for me to completely relax.
- Create a female haven – I really don’t care for uni-sex salons. I prefer to escape to an environment with few males and kids. Yeah, I know! That’s just sexist and ageist, but it’s my sanctuary.
What’s your favorite salon service? Does the environment help you adopt the “because I’m worth it” attitude?
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Ahh, the salon — my sanctuary, my escape, my oasis. It is my time away from all my responsibilities and duties. This time is all about ME, ME, ME!!!
I love going to the salon or spa. It is my ME time. I love getting a good hair cut, pedicure or dare I say it out loud…bikini wax. I like to feel pretty and like I’m still taking care of myself even when I’m at home or in my art studio all day in jeans and t-shirts. Oooo….and Facials are another super fun indulgence!!! I love going to salons where children aren’t allowed to truly have a break. If I’m leaving my own at home I don’t want to spend my ME time with someone else’s kids interrupting it.
Loreal has reigned supreme with their “Because I’m worth it” catchy slogan. Certainly smart marketing. Gives us permission to spoil ourselves, without the guilt.