Eye Lash

NOV-DEC 2017

Eye Lash covers the latest makeup, eyelash extension and eyebrow trends for makeup artists, lash and brow stylists, and other beauty industry professionals who provide eyelash extension, eyebrow shaping and makeup application services.

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eyelashmag.com | NOVEMBER/DECEMBER 2017 | eye | la 35 GETTY IMAGES (2) Try this win-win: Swap small gift cards with your local business alliances for anything from massages to manicures. "This costs businesses virtually nothing and brings [in] new clients from those alliances," says Gallagher. "Clients will love it because they're getting something extra and [being] introduced to a business you endorse." Make sure you present it as a gift card and not a coupon. "[Coupons] feel like another business is looking to get in [their] wallet in an inauthentic way," she warns. Don't simply focus on beauty services as being swap-worthy; look to your local community for unique gift ideas to trade. Got a bakery next door? Send your clients for a free cupcake and they can send theirs for a gratis lip wax. "This approach builds business and clients would think it's special!" says Malynda "Boom Boom" Vigliotti, owner of Boom Boom Brow Bar in New York City, New York. Get your clients in on the holiday cheer with an interactive day that celebrates beauty and their business. Think: delectable appetizers and desserts; freebie swag bags and nail art; cool threading, lash and brow makeup demos; discounts and free gifts with purchases; and a lively holiday elf-on-the-shelf scavenger hunt that culminates in a raffl e with major prizes to your studio. "People look forward to it every year," says Sargo of FACES Lash Studio's annual holiday open house. "It's fun for everyone and creates a lasting memory!" Tip: To create the elf-on-the-shelf game, place beauty-related hashtags on adorable elf balloons throughout your studio or parking lot and whomever fi nds all can drop their name into a box decorated as a present at the end of the hunt! FOR CLIENTS … SPREAD GOOD CHEER AND A HEALTHY DOSE OF GRATITUDE TO NEW AND DEVOTED CLIENTS WITH THESE SMART (AND AFFORDABLE!) GIFT IDEAS. GOODIE BAGS BUSINESS SWITCH-A-ROO Fill festively-decorated organza bags or boxes with treats your clients will adore. Think: mini lash brushes, brow scrubs, bath bombs, cosmetic bags, nail polishes or champagne bottles. "I like sample [sizes] because hopefully the client will like something that could turn into a retail item they'll buy later," says New York-based Elke Von Freudenberg Salon owner Elke Von Freudenberg, who also gives her loyal clients a gift card and limited-edition product from her namesake line. To further brand recognition, stuff your bag with aftercare items like mascara wands, brow brushes or lash cleansers stamped with your logo, but steer clear of putting in branded gizmos like pens, T-shirts or stickers. "This doesn't feel like a gift and equates to junk for a lot of people," says Gallagher. For her long-term clients, Gallagher looks to her shops' retail shelves for more substantial gifts. "We use this type of gift-giving as a way to clear the inventory out that hasn't moved," she explains. She adds this icing on the cake: Always include a personalized note with any client gift. "When you deliver an authentic gift with a note, the gift gives such a warm feeling, and people remember how you make them feel," says Gallagher. "Write something specifi c to them; it shows you listen to them and care." CUSTOM-MADE TREATS Heartfelt handmade gifts will surely give your clients the warm and fuzzies. Bestow a personal touch on these presents by hand-stenciling your regulars' initials on mugs or ornaments, or design mascara wands with their names in lieu of a company logo. "A handmade personalized gift can make clients feel special, knowing that you went out of your way to put their name on something. It shows them how much their loyalty means to you," says Alexis Sargo, studio manager at FACES Lash Studio in Hilton Head, South Carolina. CLEVER FREEBIES It might not be practical to give everyone who walks through your bustling studio doors a physical gift. Simply offering a free gift with purchase will still make them feel like they're getting something special and has the potential to bring new clients your way. Case in point: Von Freudenberg includes gratis $25 gift cards sealed in festive red envelopes to anyone who buys a service or product totaling more than $50 during the holidays. "They can use it [as a gift to themselves] for their next service or can give it as a free gift to someone else," she reasons. An easy, affordable way to show you care: complimentary service add- ons. From Thanksgiving to New Year's, Von Freudenberg treats clients to free brow makeup or tints with every brow shaping. "[We'll even offer] sparkly, glittery brow shadows and highlights that are great for a night out or holiday party," she says. During a lash lift or tint downtime, amp up the service with a 10-minute gratis candy cane-scented hand massage. "Clients are stressed during the holidays and adding something that makes them feel good imprints on their memory," explains Gallagher. DAY OF MERRYMAKING

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