Tim Maurer
Owner of Mukha Spa in Columbus, Ohio
Services and Retail
What kind of makeup treatments do you offer?
We offer bridal and special occasion application and makeup lessons. We do more than 200 brides per year. They expect perfection, as do we. Our makeup lessons are truly unique. There is no trial by fire here. Every makeup artist has an assistant to help create face charts so our clients can see it is as easy as paint by numbers. We then have clients remove the makeup we have done and apply it themselves with the charts as guides. We do hold their hand during the makeup lesson.
When did you decide to implement makeup into your spa?
I started my career as a makeup artist for Patti LaBelle, The Dixie Chicks and Faith Hill as well as in movies before I started my makeup line. Cosmetics have been part of my spa for 15 years. My career path evolved to medical esthetics at my makeup studio, which also offers skin care.
Which makeup services have the most success?
Both of our makeup lessons are quite popular. Lesson #1 is one and a half hours and includes face charts for day and night. In Lesson #2 we show oncology patients how to do their own lash and brow extensions.
What approaches did you take to implement the services?
My training program is a 750-hour in-house program. It all started with trial and error. I looked at textbooks for guidance and I understood it all starts with product knowledge because insight is key. My first class participants are all still working in the industry. This foundation in knowledge extends to the client. We seek to educate the client to understand how the products work in general as well as for their particular needs.
How profitable are your makeup services?
Fifty percent of our business is made up of our makeup services. We charge $150 to sit with someone. Service is a service. Consider not giving away makeup services as add-ons because clients want to be educated about products and applications.
Makeup area
What is the surface area of the makeup area compared to the rest of the spa?
Our surface area is 2,400 square feet, and it is split evenly between retail and service. The layout has 1,200 square feet in the front and back with three esthetician rooms. We have a high retail percentage; every client leaves with something.
What prompted you to choose that design?
The front of the spa is different than the treatment cabins in back. Clients in the front can choose from jewelry and hair accessories. We go for top-notch pieces that have a reputation for quality. Everyone is special and we choose based on what appeals to our clientele. Your front desk will make or break your business so use it wisely!
Team Members
How do you select makeup artists?
In the 15 years Mukha Spa has been doing makeup, only two team members have been let go. I am careful to hire people whose temperaments fit with our culture. The first interview is a brief 10-minute interview and the second interview is done with higher-ups. Personality does count and we take that into heavy consideration. We bring in a model for candidates to do a facial, daytime makeup and then a nighttime look. We hire for success and longevity.
Are estheticians trained to promote makeup services after each treatment?
Of course! Our team members are cross-trained in every service. We encourage clients to book their next appointment while they are still at the spa. We give them 10 percent off, which is essentially taxes, for doing so. This method keeps our schedule packed.
Marketing
How do you promote your makeup services?
We are connected with the Ohio film board and we enjoy celebrity connections as well. I am the Beauty Director of the local news station. The anchors wear our makeup and we see them two times a year for complimentary products. Viewers see our name at the end of every broadcast. This is truly the best marketing reach possible. I suggest spa owners and directors also reach out to local charities.
Please describe your methods of promotion.
In our spa you cannot just walk in. You must book six to eight weeks in advance. We promote new team members at a reduced price to build their book. I do not take on any new clients, but I will oversee. I am old school, but it all works well.
Insider Tips
Do you have rituals or methods of creating positive energy for your spa?
We meet often and do not make meetings a festival of hate. We start off with positives and then we can discuss what needs to be addressed.
What does your business do that makes it unique from the competition?
We take our service very seriously. Give back to your clients to earn their loyalty. We make clients feel amazing because word of mouth is key. We pay meters, which is a nominal 50 cents to make them feel special. We bring some nosh and water out. Private parties are held only on our closed days.
What advice would you pass along to spa owners?
Insist on perfection.
