All eyes on her Gorgeous lashes add the finishing touch to any bridal look

FIONA VLEMMIKS explains how to tap into the lucrative wedding market

While you may already offer successful lash services in your salon or spa, marketing these treatments to a whole new range of customers – such as the profitable bridal market – is sure to boost your revenue.

Every woman wants to look her best for her big day and is usually willing to splash the cash on quality beauty services. Therefore, although there are a few extra considerations you must make when
dealing with brides-to-be, the extra care and thought will pay dividends.

Bridal lashes can be marketed as part of a complete wedding package, an add on treatment, or as a standalone service. You could also off incentives for the whole bridal party – the bridesmaids or mother of the bride – to have their lashes enhanced. The opportunities are endless.

Get the (right) look

While some brides want to turn heads with a dramatic dress and show-stopping make-up, many desire a more natural look. Therefore it’s important, more than ever with a bride-to-be, to get the consultation right. This may be the biggest day of her life, with all cameras on her, so you need to ensure that she’s happy with her look. Fortunately, there are many styles and varieties of lash enhancement services she can chose from.

Lash lifting treatments are an ideal choice for women who desire a low maintenance, natural lash. While full extensions can provide killer lashes that are sure to keep all eyes on the bride.

The key is to spend enough time quizzing the bride on what she look wants to achieve. Prompt her by asking her about her dress, her hair and make-up, the time of day she’s getting married, her honeymoon – all of which will influence her choice of lashes. Once you have agreed on the look, ensure your bride has a trial before the big day, just as she would with her hair and make-up.

“This is especially important if they have never had any type of lash treatment before,” advises Kate Duffy, head trainer at Blissology, distributor of Nouveau Lashes in the Middle East.

“The preparation is key but its also really important that a bride feels at her most gorgeous and confident, the finished bridal look should enhance everything about the bride, not completely change her look so its really important to know you’ve picked the right service for your style.”

Tanya Gist who heads up Lash perfect at Sister Beauty Lounge concurs:

“All our technicians have been trained to advise clients on what would suit their facials features and eye shape. We don’t want an upset bride, so a trial is very important,” she says.

Kimberley Carter, managing director of Yumi Lashes, also believes that a trial is essential.

“It enables them not only to see the final result of the treatment for the wedding day, but also for their honeymoon and how the lashes will be in their everyday routine.

“It allows for any alterations to the service to be made, such as a darker tint, slightly more lifted lashes etc. – ensuring that she has the perfect end result for her magical day. “

Honeymoon lashes

While your bridal client might be focusing on the wedding day, it’s important to question her about her requirements for the honeymoon, when lashes should look equally as appealing as on the wedding day.

“Asking about the honeymoon is important because this affects the type of maintenance a bride may or may not want,” advises Duffy.

“Lash lifting services such as LVL last for six to eight weeks with no maintenance and grow out gradually with your natural lashes.

“On the other hand, SVS extensions lasts around four weeks depending on how well a client follows their therapist’s aftercare advice, but will require maintenance or removal by their salon.”

Discussing the honeymoon is also an opportunity for you to retail homecare products to the bride.

“We have a wonderful black mascara which is oil free and can be applied on top of the lashes if her honeymoon goes past her refill date,” says Gist.

“We also have an at home eyelash extension removal kit, which makes it easy for the bride to remove her own lash extensions while she away.”

The Yumi Lash lift lasts from eight to 12 weeks.

“This is also great alternative to eyelash extensions especially for those clients who may be traveling for a while and may not be able to have a weekly or fortnightly refill to keep her lashes looking perfect,” says Carter. “Also it is great for those clients who are jetting to warmer climates and maybe plan to swim a lot as she has not got to worry about lash extensions falling out due to excessive swimming and sunscreen.”

Marketing

Beyond your usual marketing activities, there are several ways to attract brides.

“Firstly social media is a great way to reach out,” says Carter. “Make sure that you show great before and after photos of you lash work as this allows the bride to see how the end result will appear.

“You could also have videos of the treatment on your social medial platforms so that they can see what the treatment involves and what to expect.

“Another way is to attend bridal shows where you could carry out demonstrations so that potential brides can see the treatment in action.”

In addition to social media, Gist advocates reviews. “Word of mouth works well, as having happy clients that are constantly referring us to their friends/ family is the best marketing,” she says. “Lashes are now a growing trend in the market and we are already positioned strongly within the GCC but constant reviews and editorials are an added benefit for us.”

Duffy also suggests offering special packages.

“With LVL, for instance, the results last six- eights weeks but depending on how much a client is washing their face, it’s likely the tinting aspect won’t last as long, so why not offer them a complimentary tint boost around three to four weeks,” she says.

“For lash extensions, you could offer a package to include the initial application and a maintenance appointment just before the wedding day to ensure they’re looking perfect.”

Treatment choices

So what lash service would our experts recommend for brides-to-be?

“I would recommend a bride opt for a Yumi Lashes lash lift, as an enhancement of their natural lashes,” says Carter.

“This advanced treatment is designed to boost and lift the lash without having to resort to false lashes, while enhancing the natural lash colour.

“It is a powerful alternative to false lashes that enhances your own natural beauty and colouring. Yumi Lashes turns the eyelashes upwards, giving them length, height and volume and an appearance of having thicker lashes.

“No extensions, no glue, no maintenance, simply beautifully lifted lashes, which enhances the bride’s natural beauty even further, while brightening and lifting the eye area.

“Yumi Lashes contain no parabens, no formaldehyde, no harsh chemicals are are non-toxic and hypoallergenic so the bride can rest assured that they are receiving a premium treatment using only the finest products.

Duffy also recommends a lifting treatment for a beautiful but subtle look.

“Our LVL Lash lifting treatment, standing for ‘length, volume and lift’ would be ideally suited to any bride wanting a natural, soft style,” she says.

However, for a bride wanting a more dramatic, glamorous looks, Duffy would plump for SVS (speed, volume and style) Volume Lash extensions.

“These offer a Russian Volume style in half the time of a traditional full volume extension treatment. It can completely be tailored to suit everyone as it gives a more fluffy, textured look... very Kim Kardashian!”

At Sisters, explains Gist, the Russian treatment can be tailored depending on the client’s preference; volume or natural looking lashes.

“The treatment involves a multi-lash technique, by adhering synthetic, ultra-fine Russian lashes on to a single natural lash, you will create a voluminous but natural effect.

“I would recommend this to a bride because of the beautiful handcrafted fans that can be created. We can go from 2D to 10D, using super fine lashes. This is can give the same effect as strip lashes but has the ability of feeling weightless on the eye and will last for weeks after her big day.”