Avoiding the Off-Season Lull – Tips for Marketing Wax Services in the Winter by Lindsay Miller
With winter upon us, the cooler weather brings about cozy sweaters, long pants, and, often, little desire for clients to keep up with their waxing services. With the change in season, getting dressed each morning now requires layer upon layer of clothing and no perceived need for hair removal services. Here are some tips and tricks to educate clients and keep them coming back, even in the cold winter and offseason.
THE HAIR GROWTH CYCLE
Although clients may not want to come in for their wax, there is a huge benefit for them in keeping up with their waxing routine throughout the winter months. Waxing removes hair at the root, which not only slows regrowth by discouraging future follicle growth, but it also damages the follicle’s ability to grow strong, new hair shafts. Repeated waxing results in the hair growing back thinner and less frequently. Each time the client returns, the wax becomes easier, quicker, and less painful. If the hair is given time to recover during the winter months, the hair regrowth will not have the same level of reduction once resumed. However, there is one benefit to clients extending the time between waxes in the winter months: hair is allowed to grow a bit longer, allowing for an overall better waxing result. The longer hair allows the wax to adhere strongly and pull the entire hair from the root without the hair breaking. When the hair is removed from the root, the regrowth cycle is slowed and, by the time summer arrives, the client’s hair regrowth has slowed and the hair is less dense overall. To ensure the best waxing result year-round, it is important to use a high-quality wax that can pull the fine hairs, as well as the coarse hairs, from the root. This will help to minimize the chance of ingrown hairs and slow regrowth.
REMOVAL OF DEAD SKIN
Another added benefit to winter waxing is that it will remove dead skin on the surface layer, resulting in extra soft, smooth skin. After the wax, the skin is ready to absorb moisture. It is important to always apply a soothing moisturizer to the entire area that has been waxed. Aftercare lotions that contain added soothing ingredients, such as tea tree or aloe vera, will further increase the overall moisture in the skin and leave the client’s skin feeling hair-free and super soft.
PREVENTION OF INGROWN HAIRS
Routine waxing helps to slow the regrowth of the hair and, therefore, reduces the chance of ingrown hairs, as the hairs are removed from the root each time wax is performed. Ingrown hairs can result when the hair does not break the surface of the skin and curls under or grows sideways under the skin. They normally cause irritation to the skin and a red bump will occur. Often in the winter months, clients will shave in between waxing as a quick way to remove the hair. The challenge is that shaving will cause the hair shafts to be weak and more likely to cause ingrown hairs under the skin as they grow out. Educate clients on the benefits of coming in for a wax versus shaving. Keeping up with clients’ waxing routine will help keep their skin soft and free of ingrown hairs.
OFFER WINTER PROMOTIONS
Winter promotions are a great way to target vacationers and to keep clients loyal and coming back through the offseason. Holidays are a busy time for people. Offering promotions, such as bundling a wax with a manicure or pedicure at a discounted price, will help to boost sales. Additionally, offering promotions on retail products that complement the waxing services are a great way to ensure clients are performing the correct aftercare between waxes, such as exfoliating and moisturizing. In the winter months, skin can get especially dry. Encouraging clients to exfoliate properly and keep their skin moisturized will improve their experience, as well as their results. Retail products are also an effective way to increase overall sales at the spa.
Achieving smooth, hair-free skin will give clients a boost of confidence as they head into the long days of winter or head to the beach on vacation. Encouraging clients to keep up with waxing will remind them of how soft and smooth their skin feels after a service.
Waxing is often overlooked in the winter months, but it is important to educate clients on the benefits of maintaining their wax so that they achieve the most from services. The loyalty that one can build with clients will continue to grow the business and keep them coming back all year long.
Lindsay Miller is the president of LYCON Wax North America. Having first discovered LYCON wax in the United Kingdom 10 years ago, she has dedicated her time to growing the brand across North America, including introducing LYCON to Canada. Training and product quality is extremely important to Miller and she prides herself on building a strong team around her that can offer the best customer experience possible. LYCON continues to be a market leader in hair removal wax and is used in top spas and salons around the world.