How Trends Can Help Beauty Businesses Grow and Expand

How Trends Can Help Beauty Businesses Grow and Expand
It might feel like there are new trends emerging every week, and while you don't need to jump on every single one, it's important to stay on top of what customers are looking for and explore bringing in new services that keep your business fresh.
by Kaitlin Keefer May 06, 2022 — 4 min read
How Trends Can Help Beauty Businesses Grow and Expand

Self-care was once just a trendy buzzword, but today it’s defining the beauty industry. After two years of enduring ups, downs, closures, and re-openings, beauty professionals are providing the services that customers are seeking, and this time around placing even more value on them.

Beauty services were once seen as a luxury but are now seen as a necessity, and beauty professionals are busier than ever. The Square Future of Beauty Report uncovered that 78% of consumers say going back for regular personal care services is important for a sense of normalcy. Square Appointments saw more than 60M completed reservations with beauty and personal care sellers in 2021 alone, matching this sentiment from consumers.

“A little self care goes a long way for our mental space during this time of uncertainty. We’re booking more appointments now than two years ago as clients continue to prioritize themselves,” said Alvaro Hernandes-Pelayo, Owner of Slain Nail Art Studios in Phoenix, AZ.

It might feel like there are new trends emerging every week, and while you don’t need to jump on every single one, it’s important to stay on top of what customers are looking for and explore bringing in new services that keep your business fresh. 

When new trends start to emerge, they provide a key opportunity to expand your customer base to those on the hunt for new services. To engage with audiences from anywhere, try out videos and livestreams to showcase new services, create beauty tutorials, advertise products, and engage with audiences in new ways.

Our Future of Beauty report found that 51% of beauty practitioners say that online tutorials will continue to help engage clients post-pandemic, while 52% say the same for virtual classes, and 41% for livestream beauty tutorials. 

Ask your customers what they want

Sometimes going straight to the source is the best method for knowing when it’s time to explore a new service. Surveying your customers through your social media channels or marketing emails is a great way to get a better understanding of what services they’d like to see you offer, and has the added bonus of helping to strengthen your relationships with your customers. 

Free up time with an omnichannel experience

Adding a new service might seem like a big undertaking, especially when you’re already busy, but with the right automation tools, you can lighten your administrative load and free up time to focus on expanding your services.

Our Future of Beauty report found that a significant 98% of salon and spa owners say that having an integrated app to manage all areas of their beauty businesses would free up their staff for more important, hands-on work, such as learning about new services, training staff to provide new services, and building relationships with clients.

Keeping up with trends and what customers are looking for is tricky, which is why the Square Beauty Trends Report took a look at what services are on the rise so business owners can get a glimpse into what more customers will be asking for.

From the millions of appointments booked on the Square platform, we take a deep dive into the fastest-growing personal care trends over the past 12 months to find out what they are and where they’re most popular.

Kaitlin Keefer
Kaitlin Keefer is a content strategist at Square who has covered how businesses connect with their customers and ways they can leverage tools and data to become industry leaders.

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