As an esthetician, you know the work you do during a facial is just the beginning of someone's skin care journey. Through our own research, our Learning & Development Team has learned that 81% of spa clients are more likely to rebook when they receive personalized recommendations and offers.
But even for the most seasoned professionals, making product recommendations can feel daunting. Here's our framework to help you make recommendations your clients will actually want to take home.
The Power of the Pre-Treatment Chat
Before we even touch the skin, we need to understand it. The first step to a positive retail experience is using a thorough skin care consultation form. Take the time before the treatment to:
- Ask about their skin type, whether it is dry, oily, normal, combination or sensitive.
- Identify their main skin care concerns and what they want to prevent.
- Understand their current at-home routine and daily habits.
- Determine their texture preferences, like whether they prefer a foamy, milky or oil cleanser.
Next, respect their relaxation time by asking, "Would you like me to talk through the products as I use them, or would you prefer a quiet facial with a rundown afterward?”
This small moment of choice sets the tone for the entire treatment. Clients who feel heard from the start are more likely to stay engaged when it's time to talk about their home care routine.
The 4E Framework
When it comes time to talk products, lean on this four-step strategy to make seamless, natural recommendations without sounding like a salesperson:
- Explore: Explore client needs by asking direct questions.
- Experience: Provide a product experience by showcasing textures, sensorials, finish and results. Let them feel the slip of a serum or smell the natural botanical extracts.
- Educate: Educate clients on product features and specific application techniques so they know exactly how to use the item at home.
- Encourage: Encourage use at home by filling in home care routine gaps. If they already love their cleanser, focus your energy on a targeted treatment or moisturizer they are missing.
Re-state Brand Values to Connect with Clients
Clients are drawn to brands whose values mirror their own, whether that's sustainability, ethics or a shared sense of purpose. This emotional alignment builds loyalty in a way that price or packaging alone cannot. When educating clients, seamlessly weave in key facts about the formulas and ethos behind the products. Highlight that the formulas are cruelty-free and that the brand is committed to green practices. You can also mention the Eminence Organics philanthropic promise — that a tree is planted for every product sold. Finally, showcase award-winning favorites to build instant credibility and trust.
The Perfect Handoff
A positive recommendation experience extends beyond the treatment bed and right to the front desk. To make the end of the appointment as smooth as the facial itself:
- Provide the client with a completed consultation form featuring your top three recommendations.
- Put the three recommended products out on the counter for them to see.
- Inform the front desk team of the "why" behind your recommendations to create a cohesive checkout flow.
When you equip your clients with the right knowledge and a clear routine, you empower them to maintain their skin care results long after they leave your spa.
Looking to deepen your product education and grow client loyalty? Find out how to become an Eminence Organics Spa Partner here.
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