Stay in your lane: The Beauty industry and specialisation
The days of the one-stop shop may not ever be over, but as hair and beauty grows, there’s room for a more bespoke approach. One that prioritises quality and skill over ease of access or familiarity.
It takes a special kind of person to be a kick-ass hair and beauty professional — but the more the industry grows, the harder it is to stay on top of it all. As the industry gets bigger and better it’s important for your business, and state of mind, that you stay in your lane.
The result? Specialisation.
Some specialists are all-rounders, but in the hair and beauty industry today, being “good” isn’t good enough. And people are looking for just that — specialists.
In the hair industry alone we’ve got balayage, ombre and splashlights to name a few! And that’s just colouring!
Camillo Pane, the CEO of Coty, says, “The beauty industry is becoming increasingly complex. Our instinct is to dislike complexity. But we either embrace it, or we’re not going to be around.”
As the industry does become more complex and competitive, we industry pros need to consider what we’re good at and perhaps leave behind what we’re not.
Stay in your lane
The industry is changing, and so too are our customers! With the growth and accessibility of the cosmetology industry, consumers are becoming more educated, and have more choice. Because of this, customers are seeking companies and brands that are in line with their personal ideologies. Just look at the growth of the cruelty-free market!
But how do you specialise? How do you, do you?
Seek out what you love
If you’re already an industry professional, what is it that you love about the industry? If there’s a certain treatment, method or skill that excites you, take note of that. We tend to be good at what we love, and if we’re not, we work hard to ensure that we become better. This is a great start!
Grow your team around their skills
If you’re looking to grow a team, empowering others to embrace their skills is a recipe for success. Got a staff member who is passionate about creating beautiful brows? Let them focus on what they love. Your staff, business and clients will benefit. That way, if your business does have an all-encompassing model, your staff can specialise rather than your business.
“When you find that passion and purpose, everything just snowballs into place.”— Ashleigh Scott, The Facialist.
You can turn clients away
Sounds crazy, right? But as stylists and beauticians, we’re not suited to everyone.
If a customer is after a certain look, and you know you cannot deliver, then you don’t have to treat them. You can’t be the best at everything. As soon as you try to be all things to all people, you begin diluting your skills, and people stop believing what you’re selling.
Customers will appreciate your honesty and professionalism, and they will be more likely to return to you for the treatment that you’re good at or recommend you to others.
Don’t add that extra stress to your busy workload by trying to please everyone! Stay in your lane.
“These days, everyone wants a specialist. I have a separate technician for my hair, tan, nails. I even have a different person for my cut and my colour. Rather than having that one stop shop, you get better results when you do go to those specific people.” — Isabella Walker, Bella Brows (Brisbane).
Who do you best serve?
The term “target market” exists for a reason. It comes back to the notion that you can’t please everyone. Hone in on what is important to you, and your business. Is reducing your carbon footprint a goal at home and in the workplace? Then allow that to be your point of difference!
Don’t waste your energy pleasing everyone. If you can figure out who your customers are, you can better appeal to them!
Quality over quantity
It’s an age-old saying, ‘choose quality over quantity’. If you can immerse yourself in what you’re good at and what you love, you will find success.
When you find this point of difference, you will deliver. Not only is this important for business, but it is vital for your well-being! Don’t stress yourself out trying to please everyone. We all love a challenge, but don’t let it weigh you down.
Don’t be afraid to specialise, and don’t be afraid to tell your clients just how good you are. You’ve worked hard to become a business owner, an artist, and an expert. The clients who appreciate what you have to offer are the ones you want. They’re the ones that will come back time and time again and will spread the word about you to all their friends.
What do you love?