November 2011

LeAnne Velona

Strictly for Students| by LeAnne Velona


Tapping into the Teen Market

Building a steady client base is crucial for a successful career.

Understanding what potential customers want is an important business strategy, and one great way to build and expand your client base is by focusing your efforts on the lucrative teen market.

The teen market is profitable for many reasons. Teens have disposable incomes, which they are happy to spend on treatments or products that will make them look and feel their best.

They are also enthusiastic about beauty treatments and enjoy experimenting with different looks and styles as a way to discover their identity.

Keep in mind that teens' spending power is greater than their income. Parents and other family members are willing to spend money on their children. While teens cannot splurge on big-ticket items like a new car, they are empowered with the ability to purchase items and services to pamper themselves.

Teens are interested in a variety of beauty treatments that will help them feel confident and look their best, including highlights, manicures and pedicures.

Facial treatments are also popular because rising hormone levels and rapid changes in the body can cause skin to react with breakouts, shiny complexions or severe acne. Eyebrow waxing is also favored by teens that want to keep their brows groomed.

Prom season starts around April and is a great time for introductions to the local teen market. Every teenage girl wants to feel pretty, special and confident on prom night and most are willing to purchase a variety of treatments to get the right look for the evening.

Offer a special prom package to teens to meet all of their beauty needs. For example, a package can include a hair style, manicure, pedicure, and makeup session. Take the time to build great relationships with teens during prom season and then maintain the relationship as they turn into adults. Even if teens booking prom services do not turn into regular customers, this is still a great way to increase short-term sales and bring in extra profits.

The truth is that teens want to look and feel their best all year round. There is always an occasion that demands pampering like homecoming, graduation, birthday parties and special events.

Given this, it is wise to offer timely, teen-focused beauty packages throughout the year. These packages are especially useful in bringing in revenue during traditionally slow business periods.

Make the packages affordable to attract teens. These packages will sell well and help you bring in money you may not have generated otherwise. Teens are always looking for new and cool trends so update your packages frequently.

Promote teen packages to your adult clients too so they can buy them as gifts for the teens in their life. In fact, these packages make great holiday gifts.

Spa Parties

Teens are very social and love to spend time with their friends so you may want to consider offering a teen party package with a half-day full of services targeting teens and their friends. The parties tend to be popular with high school students and are a good source of income for stylists.

Social Media

Once you create a special teen package, treatment or event, how do you get the word out? Turn to technology to reach teens. Social media is a perfect tool since teens are technologically savvy and comfortable using Facebook and Twitter. Create a Facebook fan page or a Twitter account to highlight the teen services you offer. Just be careful that in addition to promoting specials, you are also sharing frequent updates about beauty trends and other topics that are interesting to teens. If you need inspiration, read a teen magazine to learn about popular trends or ask a teenager in your life.

Eco-Teen Beauty

Today's teenagers are conscious about organic products and being environmentally responsible. Make sure you are able to recommend products and procedures that are all natural, organic and have not been tested on animals.

When marketing to teens, just remember that it is hard to be a teenager. Teens face a lot of pressure at school and at home, and they deserve to be pampered from time to time. By reaching out to this special group, you can help them feel their best and comfortable in their own skin, while also bringing in extra business. It is a win-win situation.

LeAnne Velona, director of esthetics and massage therapy education for Marinello Schools of Beauty, has been a certified licensed esthetician for over 18 years and is also a licensed holistic health practitioner. Marinello Schools of Beauty offer cosmetology and esthetics programs at campuses in Arizona, California, Nevada, Oregon and Utah. For more information, visit