Most of you know…I am not keen on this DIY business affecting our Beauty Professionals. However, as I just recently said, it’s time to stop fighting. I need to conform to the society of today, whether I like it or not.
In recent years, the Beauty Industry has seen a surge of DIY enthusiasts. With the rise of social media tutorials, accessible online products, and step-by-step guides, more people are attempting to do their own nails and feet, hair, skincare, and even advanced treatments.
While DIYers are gaining confidence in taking beauty into their own hands, this trend can pose definite challenges for our Profession. However, it can also open doors for growth and innovation.
Here’s how Professionals in our Industry can not only survive…we can thrive in this evolving landscape.
Educate, don’t Alienate
One of the most effective way to engage DIYers is through education. Instead of viewing them as competition, view them as potential clients who may need your expertise.
By offering valuable tips and tutorials through blogs, videos or classes, you can build trust and position yourself as the go-to expert. Think of it as a way to STOP them from hurting themselves causing more restrictions in our line of work.
An example might be; instead of insisting not to do your nails at home, explain the common mistakes and long term damage improper technique and application can cause.
Take it a step further and offer in salon solutions like professional touch-ups, maintenance sessions or even at home kits which might complement your in-salon service.
Offer Hybrid Solutions
Recognize that many DIYers are looking for ways to save money or might just prefer the convenience of not leaving home.
You can cater to this by offering hybrid services or products. An example would be at home maintenance kits or even create a subscription service for high-quality beauty products they can use at home. At least this way you are ensuring they aren’t buying crap off the internet.
By doing this, you position yourself as a partner in their beauty routine.
Leverage Social Media
Social media IS the driving force behind the DIY beauty boom. Beauty enthusiast are learning new tricks and discovering new products on all forms of social media. You can use this to your advantage by sharing your own expertise in bite-sized, engaging content.
I do this in sharing my Cancer Talk Tuesday and Feet Fact Friday post. When I do this however, it’s usually targeted information not just for you, your clients in the hope it will drive them to your Salons.
Videos, before & after, product recommendations and tips for safe beauty practices, as mundane as they may seem, it’s important for you to engage your followers in an effort to strengthen your brand but again, establishes you as an expert in your field.
When they do need a professional touch-up or want someone for a special occasion, they will contact you!
Offer Specialized Services
While DIYers can do many things, they can’t do all things. There are some services which require professional expertise.
Focus on offering high-end, specialized services which are difficult to replicate at home. Think advanced, complex and luxury.
By highlighting the benefits of professional-grade tools, products and expertise, in can show the DIYers the value of investing in professional services for results they just simply can’t get at home.
Promote Repair Services
Back in the 90’s when sub-standard salons entered our market, I made a banner which I hung outside my building “WE FIX THOSE $15.00 NAILS”. We made a ton of money off that sign.
DIY can lead to mistakes and/or damage. This is where you can really shine. Offer repair service for clients who may have tried something at home which didn’t quite go the way they expected. Whether it’s damaged hair or nails. Over buffing or skin irritation….be the go-to person to fix it.
Then use this opportunity to no only repair the damage yet also to educate the client on why certain services should be left to the Salon Professional.
It will build trust and can convert a DIYer into a loyal client.
Stay on top of the trends
This Beauty Industry of ours, evolves fast, and DIYers are very quick to adapt to new trends. Stay informed and educated about new trends. Stay relevant and offer services or products which align with what your clients are interested in.
When you can provide the latest trends with a Professional touch, clients will see the value in coming to you rather attempting it themselves.
Foster a Community
As I stated earlier in this blog, instead of seeing DIYers as competition, build a community that includes them. Host online workshops, consultations or better yet, create a forum where people can ask questions and get advice.
As I type all this I cringe for the future of our industry unless we collectively start to do something.
The rise of DIYers in our industry doesn’t mean the downfall of Professionals. By embracing this trend, educating clients, offering hybrid solutions and providing specialized services, beauty pros can not only survive, they can thrive in this ever changing landscape.
The key is to evolve alongside your clients yet stay one step ahead with Professional expertise, while also catering to the DIY mindset.
Cj Murray, President