Love ‘em or hate ‘em, every way you turn there’s a celebrity trying to flog you something.
Especially in the hair and beauty industry.
Global manufacturers spend squillions each year on celebrity endorsements for the retail products you sell in salon.
But do these celeb recommendations really work for you in salon?
In this salon marketing post I look at:
- If celebrity testimonials do help sell more salon retail.
- How to make celebrity endorsements work harder for your salon retail sales.
Do celebrity recommendations help you sell more retail products in salon?
Or are they just an expensive piece of marketing fluff?
In recent research commissioned by BABTAC (the British Association of Beauty Therapy and Cosmetology) 2,566 UK consumers were asked if they would be more likely to try a beauty treatment if a celebrity they admired had tried it.
A staggering 52% said they would.
Clearly, product houses wouldn’t be throwing millions each year at celebrity endorsements if they didn’t believe they worked. Even so, I’m surprised that over half of respondents were influenced.
Channel that celebrity magic for your salon or spa
Okay, so it’s clear that screen idols and superstars do have an effect on consumer spend. But Gwyneth Paltrow is hardly going to stand behind your salon reception persuading your clients to splash out on retail or try new beauty treatments.
So how do you harness this A-lister power to sell more retail products in your salon?
The answer lies in psychology.
Use the celebrity’s photo in your salon marketing for the retail product.
Yes, it’s as simple as that.
Almost disappointing it’s so easy. But hey, let’s not knock an easy marketing win.
Here’s the retail psychology science to back it up…
Researchers at the Victoria University of Wellington in New Zealand found that putting a picture alongside a statement or claim gave the claim more credibility.
Readers believed the claim more when it was accompanied by an appropriate image. So the statement, “Turtles are deaf,” was judged to be true more often when accompanied by an image of a turtle.
I know. It seems an odd example to choose to study, but maybe one of them was a turtle-fancier…
So back to selling more retail in your hair and beauty salon business
In a nutshell:
- If the product manufacturer has invested in a celebrity endorsement then always use it in your salon marketing. As the BABTAC study confirms, fame inspires more sales.
- For extra marketing oomph, and to sell even more, wherever you can always include a photo of the VIP with your retail sales message.
A sprinkle of celebrity fairy-dust sells salon retail
Let’s take a specific salon retail example: the CACI Microlift is a handheld machine giving the client a mini CACI treatment at home between salon sessions.
Take a peek at the CACI website and you’ll see Danielle Lineker, supermodel Linda Evangelista and Sadie Frost all giving glowing testimonials.
So if you selling the Microlift in your salon use these quotes, combined with a picture of the VIP, to add that extra credibility to their testimonials:
- on your salon website
- on your Facebook posts about the new retail product
- around your salon or spa on strut-cards or posters
- in your e-newsletter
An image of just the retail product with the testimonial won’t be as effective. Yes, it’s better than not using the celebrity recommendation at all, but adding a photo of the celeb alongside their quote will boost retail sales and treatment trial.
Celebs help sell retail to men too
You may think that screen idols are more likely to inspire women to buy.
Well, you may be surprised to learn that of the respondents who said they were more likely to try new treatments in the BABTAC survey 59% were guys.
Celebs pay their way
So have a look through your suppliers’ websites this week to see which A-listers are endorsing retail products you sell. Now use these testimonials in your salon marketing.
Love ‘em or hate ‘em, you just can’t afford to ignore celebs.