Target the Mature Ladies When Marketing Your SalonMay 24, 2020Why should salon services be restricted to women in their prime when there are also those who are fifty and fabulous? Gone are the days when fashion magazines, clothing brands, cosmetic brands, and salons branded their business using images of attractive young models. 2019 has already brought glad tidings for the older community by making the concept of beauty more inclusive of all ages. We’re all set to discover beauty in the smile lines and hooded eyes, and this is how: The latest edition of the Pirelli calendar is making waves in the beauty industry. By perfectly encapsulating the notion: passing of time, this publication has renewed the definition of beauty. It features silver screen stars and actresses who have beautifully aged through their tenure in the film industry. Faces like Nicole Kidman, Helen Mirren, Penelope Cruz, and Kate Winslet will be seen in the 2019 edition of Pirelli. This is not only a celebration of beauty in all its diverse forms but also a breakthrough in the salon businesses. Beauty salons that were previously concentrating their efforts on the younger generations now have a chance to cater to a section of mature women. And this change will certainly be very rewarding for businesses. Here’s why: Fastest Growing Segment Of Society If we’re talking business, this is the most lucrative market for your salon business to tap into. Why? With an average life expectancy of 80 years, the age bracket containing older women ranges from 25 to 80 years of age. This is a 55-year-wide age group; this means your salon has all the more customers to cater to! If salons start tailoring their services to cater to the needs of the older segment, they can increase their sales by a considerable margin. 50 And Above Are Overlooked Elsewhere With a majority of the salons still channeling their efforts to cater to a younger client base, there’s a market niche here that you can explore to your benefit. This can be done by marketing your business to the age group just above the budding youth. But quite often, salons have been at fault when designing marketing strategies for the 5- and above age group. Advertising skin care services and hair treatments for ‘thinning hair,’ ‘receding hairline,’ ‘wrinkled foreheads,’ and ‘sunken eyes’ are not going to attract the crowd you’re aiming for. The underlying implication of insensitive phrasing such as this only adds to the stigma of old age, faced by many as soon as they turn 30. Be careful when launching your marketing campaigns because one wrong picture or phrase can make your marketing strategy defeat its purpose. Don’t Stereotype Seniors while Marketing Don’t be mistaken: marketing services for mature and older clients can’t be done right by picturing a grey-haired couple sitting on a park bench. Mature women will not pay hundreds of dollars to walk out of your salon looking like that. The purpose of beauty salons is to help clients become the self they most want to be. In no way should your campaign be about accepting old age as it comes with wrinkles and graying hair, and being labeled a ‘senior.’ Mature women will only consider your services if its promotional strategies give them the hope of grooming themselves like Elle Macpherson and aging gracefully. What women want to hear and see is that it’s possible to look ravishing even after bearing three children and hitting 52! Make your campaign sound hopeful in a way that revitalizes the possibility of looking beautiful again! Know Who Your Clients Are When it comes to the older clientele, we’re talking about women who’ve recently crossed their 30s and those who are still raising college students. There’s no way that both these categories can be merged into a homogenous category. Using an umbrella term of “mature clients” for everyone beyond their late 30s can be a costly mistake! The key to success here is to customize your marketing strategies according to specific age groups you’re catering to. Services must be diversified to address most, if not all, beauty concerns of women 30 and above. The foremost step that salons should take is to survey these clients and make a database of services they’re usually interested in. This will help you get rid of misleading assumptions about your clients and have first-hand information about them. Pick The Right Angle For Those Over 50 It’s crucial to frame your marketing strategy such that it doesn’t hurt their sentiments. It’s neither considerate to embarrass them for aging, nor is it appropriate to advertise services as you would for the younger clientele. For instance, if a mature woman wants to get eyelash extensions, don’t adopt a tone that says something along the lines of “An everyday glam look without falsies!” Adjust the tone and language to something your clientele can relate to. A woman above 40 years of age is either too invested in her career or her family—or both! This leaves no time for her to “glam-up” very often. A more suitable way of addressing this crowd would be to use phrases like “Get extensions to admire yourself every day!” Know How To Deal With An Experienced Crowd This is one of the most important factors to take care of while expanding your business for mature women. It’s common practice to exaggerate or misquote the benefits of a certain service while underplaying its side-effects. Even though it’s downright unethical for all salons in the industry to do this, it’s even riskier for those serving older women. Before pitching a promotional offer to them, double-check all your facts. Stay on point with the research and ensure that you’re getting your facts from credible and authentic sources. This applies more to you if you’re a health and beauty spa because the clients you’ll be getting will expect greater authenticity from you. If your clients find out there’s more bad than good to the services you offer, there are slim chances of survival. One bad review can cost you much of your client base. Always proofread your product/service descriptions and avoid giving unnecessary details that might increase the chance of errors. Want to rebrand your salon to attract women of all ages? At Salon Income Booster, we cater to salon businesses to help them increase their hair and beauty salon’s income and salon retail merchandise. Marketing strategies, income generation tactics, and end-to-end solutions are a few of the specialties we offer to our clients. Creating new avenues to welcome the older age group is a great way to expand the client base and increase popularity. We also help startups in the industry by offering consultation for better investment plans. If you’re ready to launch your business into the market of mature women, contact us for a promising start!