Be ready to address any precautions your business is still taking with respect to the pandemic , including any spacing or masking requirements being observed , and which — if any — of the spa ’ s other facilities are operating under specific conditions . These topics can be addressed in short videos such as Stories or Reels to give a sneak peek into how your facility continues to take guest safety and hygiene seriously .
For well over a year , consumers have been scrolling social media for ingredient information , learning about what ’ s most effective and how best to apply product as part of a proper skin care routine . Ingredients such as Retinol , vitamin C , niacinamide and hyaluronic acid were top-ofmind ingredients . To tap into these trending conversations and topics , you can promote the products your spa
uses and highlight ingredients that are resonating with consumers . Additionally , you can highlight proper dosage and use of products . Sustainability is top of mind for most Millennials and members of Gen Z : showcasing sustainably sourced ingredients , recyclable or biodegradable product packaging , onsite processes implemented to curb waste and methods of reducing energy consumption , there are numerous ways of speaking to the concerns of sustainability-conscious guests . The beauty of sustainability is that it is often woven into multiple facets of your business , and it allows you to communicate your company ’ s ethos and connect with consumers over shared values , resulting in a strong feeling of community .
With hours spent on Zoom meetings , all consumers had a chance to see themselves more and become more critical than ever of their ‘ problem ’ areas . There has been a focus on the face and areas such as eyes ( under and lids ), neck and jaw line , lips and jowls . Now with access to spas and esthetic practices , demand for services targeting those areas will experience a big increase . According to consumer research company SPATE , top trending services by online search volume on Google are facials , microdermabrasion , micro needling , eyelash extension and lift and eyebrow waxing . These types of services should be emphasized on social media if your spa facility offers them or alternatives that are good substitutes . To increase interest in booking a service or series , highlight unique parts of the treatment that leverage the esthetician ’ s unique techniques , as well as any special equipment used to enhances results .
Lastly , social media — especially Tik- Tok — played a large role during the past year and a half in representing skin care trends to the masses . From homemade lemon juice masks and toners to baking soda scrubs , there has been a preponderance of viral trends . As experts , estheticians can address concerns around the safety of some viral trends , and express the importance of using properly formulated products to preserve skin health .
By leveraging these trending topics and ‘ of the moment ’ consumer sentiment , your spa ’ s communication messages can be relevant and engaging to both existing guests as well as to new consumers who are interested in such subject matter , thus expanding your online community reach and in the process , possibly gaining new clients . n
DANIELA CIOCAN is the Founder and CEO of Access Beauty Insiders . Known for a next-generation multimedia approach that fuels strong industry innovation , as well as revolutionary creative collaborations among retailers , distributors and influencers , Ciocan is a two-time winner of Trade Show Executive ’ s Marketing Genius Award .
SEPTEMBER 2021 ■ PULSE 15