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Selling Eyelash Extensions

Summer offers a bounty of opportunities for day spas to flex their marketing muscles. It allows business owners to entice clients to experience something new.

Adding eyelash extension services to your spa takes more than training and technique. You need to implement a solid marketing plan. "Eyelash extensions are a pretty easy sell. What woman doesn’t want long, luxurious lashes instantly?" asks Angela Cortright, owner and founder of Spa Gregorie's in Southern California, and a member of the DAYSPA editorial advisory board. "Add in the convenience and savings of eliminating mascara, and you’ve got a compelling case." Eyelash extensions is a unique beauty enhancing service you can offer spa-goers. Plus, it’s one that ensures they'll be back every three to four weeks.

Following are Cortright’s expert marketing tips to make lashes lucrative for your business.

When introducing the service, plan an opening event to draw a crowd.
The more clients who receive lash extensions, the better word-of-mouth advertising it yields. They'll tell their friends, neighbors and co-workers.

Discount the initial application—the longest and most expensive service.
It's likely to draw more new clients. But if that's too cost-prohibitive, consider introducing a special package price for the first application and discounts on the first three to four fills.

Arm each eyelash client with a handful of coupons to offer to their friends.
Provide a place for her to write her name so that she'll receive credit for the referral (leverage marketing at its finest).

Reward clients for their referrals.
Offer a free fill for every referral so that your clients will be incentivized to send in their friends.

Visuals are vital.
Post before-and-after pictures on your website, in your lobby and locker room, and include them on postcards in retail bags. Use every means of communication to sell. If possible, have your front desk staff sport the lash extensions, and encourage them to tell every client about the service.

Ramp up efforts during holidays.
Lash extensions are particularly popular for special events such as weddings, galas (often in the fall) and holiday celebrations. Make the most of these marketing seasons. If you offer makeup or salon services, lash extensions make a perfect complement to these special-occasion menu items.

Create packages that make sense.
Since eyelash fills often coincide with the same frequency as waxing, try bundling the services together. It provides greater value and ease for the client. As long as they're coming in for their regular brow, leg, lip or bikini wax, suggest lash fills at the same time—and vice-versa. Get your lash customers signed on as lucrative waxing customers too.

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