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Waxing well

With salons closed since just before Christmas, waxing clients will be eager for a professional service at the end of lockdown. We asked some industry experts to outline key focus areas to help you prepare for reopening

The current lockdown has been the lengthiest one since the Covid-19 pandemic began last March, with the extended time period set to have an impact on waxing clients’ needs when salons reopen. Knowing what to expect, what trends are emerging and where to put some extra focus will help equip you for the days ahead, so your business thrives this summer

 1  Hair growth patterns 

“During lockdown, clients have had to look to DIY hair removal methods, and as much as we have encouraged them to try and avoid shaving, we cannot expect them to live with unwanted hair growth for such a long period of time,” says Lisa Stone, Salon System waxing educator. 

“If they have shaved or used other methods of hair removal, this will have had an impact on their hair texture and hair growth cycles, and possibly caused trauma and skin damage, and even skin allergies, in the process. When salons reopen, we will see noticeable changes in clients’ growth patterns and cycles, and will need to work with them over regular appointments to bring hair growth back into a more manageable cycle, and back to the soft texture brought about by waxing.”

“Some clients will have left their hair untouched, but you need to prepare for the clients that shaved by asking about this at the time of booking, so no one turns up with super-short stubble,” advises Ellen Kavanagh,co-founder, Waxperts. “It’s a good idea to begin planning now for clients returning; start talking about it on your social media so they know if they need to let their hair grow out.”

Bikini wax demand

“In previous lockdowns, some clients tried home waxing on their legs or underarms, but the bikini area is a real struggle; it’s one that’s very difficult to do at home,” says Marjorie Cusack, owner, Wax in the City in Dublin. “When we reopen, we are expecting a high demand for bikini waxing, especially the Brazilian, which is our top treatment and never goes out of fashion.

‘When we reopen we are expecting a high demand for bikini waxing, especially the Brazilian, which is our top treatment and never goes out of fashion’

“Until then, we’ve advised clients to either leave the bikini area untouched or, if this is not possible, to trim the area or to use hair removal creams, which work, but are messy. The razor should be the last option. Shaving promotes strong hair regrowth and any waxing benefits will be lost. In addition, razors are a hive for bacteria. We are also advising clients now to trim the hair prior to their first appointment postlockdown. Everyone will be a little nervous on their return as they are out of their waxing routine, so trimming the hair will make the treatment a lot more comfortable.” professionalbeauty.ie

Client communication 

Waxing is an ideal service to build client loyalty, and ongoing communication is key to retaining and adding to your customer base. “Loyalty is driven by offering your clients a first-class service and treatment when they come to the salon,” says Cusack. “During lockdown, we’ve kept in touch with them by offering advice on skincare and hair removal on our social media accounts. We’ve been making fun and informative videos, which clients have really engaged with and enjoyed.”

“Clients have been vocal about the transparency of the salons they want to return to, so ensure you are as educated and trained as possible in your area of passion, and promote that fact to them,” says Kavanagh.

“They are more aware now about looking for certificates, brand association and the standards you are adhering to, so if you are doing all of that, then be sure to shout about it. Prior to reopening, upload  some videos to your social media showing you preparing the salon, and highlighting any training you've done, and what changes you've implemented for clients’ return.”

‘Clients have been vocal about the transparency of the salons they want to return to, so ensure you are as educated and trained as possible in your area of passion, and promote that fact to them’

Hygiene matters

“Take the time in the lead-up to reopening to scrutinise your space through a client’s eyes,” advises Kavanagh. “Make a note of where you need to make some improvements. Remember, perception is reality; you may have cleaned and sanitised something, but if it’s stained or looks shoddy, a client may think it's not clean. So be critical and invest for a long-term outcome. Have your space sparkling!”

“We were already very hygieneconscious before the pandemic,” says Cusack. “After the first lockdown in 2020 we introduced all the necessary Covid-19 health and safety policies, so it’s imperative that all of these enhanced measures remain in place for the foreseeable future.”

“As a professional beauty community, we need to be showing and promoting that we are taking Covid-19 regulations seriously, and going above and beyond to ensure our clients feel safe and well taken care of,” adds Kavanagh. “There’s no room for short cuts, it’s all about going that extra mile.”

Focus on skincare

With the pandemic highlighting the importance of self-care, clients are more invested than ever in looking after their skin, so incorporating skincare into your waxing offering will benefit everyone.

“Waxing and wax products have changed so much for the better over the last few years; companies are constantly introducing new and improved formulas that don’t just remove hair, but remove it with ease and care for the skin in a gentle way,” says Stone. “When you’re promoting your waxing service, make it more of a skincare service, rather than just a hair removal one. Remind your clients it’s a service they can’t replicate at home. After lockdown, you may need to re-educate some clients who may have got complacent or comfortable with DIY treatments and just need reminding of all the benefits of professional waxing and caring for their skin.”

“Investing in retail products to accompany the treatments you do will benefit both your business and your clients,” says Kavanagh. “Think about link selling; what else might your client need? Become a one-stop beauty shop. Clients have been eagerly waiting for salons to reopen, so accommodate their desire to treat themselves from top to toe!”

SUGAR ALTERNATIVE

Sugaring is a hair removal method that uses a sticky, gel-like paste to remove hair. The paste, which is generally made up of lemon, sugar and water, is safe, natural and uses no chemical additives. It’s applied to any area that has unwanted hair and is then removed in the direction of the hair growth. Because it doesn't stick to the top layer of the skin, it doesn't pull at live skin cells. It removes the hair from the root, making it especially effective for ingrown or curly hair.

“Sugaring has become more popular in Ireland; once clients try it, they tend to stick with it as their preferred method of hair removal because it tends to be more longlasting, and you don’t need to wait as long for the hair to grow out as sugar paste can remove fine hair, unlike other forms of hair removal,” says Jessica Murphy, owner, Jessica’s Beauty Room.

Sugaring is also very hygienic and economical. “It’s one of the cleanest systems of hair removal,” explains Pamela Kennedy, owner, International Beauty. “There is no double dipping and sugar cannot breed or harbour bacteria. Using gloves, we take a ball of sugar from the pot, and we use the same ball until the client’s hair removal appointment is finished. It is very cost-effective for the salon as we can do a full body, eyebrows, upper lip, chin, underarm, legs and bikini area all with the original ball of sugar.”

“One of the many benefits of sugaring is how quickly the treatment can be completed,” says Clodagh Duffy, owner, Exhale Essential Therapies. “This is good for both the client and the salon, as there is more time to schedule daily appointments. Once removed from the pot, the sugar does not require reheating, and it is discarded after each client. There is very little mess in the room, so cleaning up a sugar mishap is easy, and does not add major additional time to your general cleaning routine between clients.”

This article appears in the May/June 2021 Issue of Professional Beauty & HJ Ireland

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  COPIED
This article appears in the May/June 2021 Issue of Professional Beauty & HJ Ireland