Arlene Maserejian
Spa Ownwe of Blush Makeup Artistry
& Skin Care in Waltham, Mass
Services and Retail
What is the best thing about working with makeup in the spa industry?
Bringing out my clients’ inner beauty and self-confidence. It is gratifying to see a guest walk out feeling beautiful and poised. Makeup application is an art and I have fun expressing my artistic talents as I create a unique look for each guest!
When did you decide to add makeup services to your spa menu?
Day one! I would never have opened a spa without incorporating makeup services into the menu. Makeup is one of my biggest passions and has played huge role in my career development.
What approaches did you take to implement your makeup services?
The main approach was educating myself about the different types and brands of makeup available. I met with various makeup companies in order to feel out their products. I carry products in multiple brands in order to suit all skin types.
What is the most difficult part of offering makeup services in your facility?
Working with a guest who never wears makeup. It is sometimes hard to get a client to open up to something new and feel comfortable and confident while doing so.
What kind of makeup treatment specials do you offer?
A standard one-time makeup application as well as a makeup lesson and application. Our makeup lessons teach the client how to apply their makeup, which products to choose, and which color combinations to select based on their skin type. During the session, the esthetician applies makeup to half of the face and the client applies makeup to the other half. For brides, we offer packages for trial runs, allowing them to customize and make changes to the application before the day of the wedding.
MAKEUP AREA
Please describe your makeup area.
Our makeup area is in the front of our spa and is set up to catch the eye of those passing by. We have a beautiful makeup vanity, makeup chair and mirror with special makeup lights. Our makeup is kept in the vanity drawers to make the area always look clean and crisp. Our retail is displayed on shelves in the front of the spa by the reception desk, and takes up almost all of the wall space in the area.
Do you tweak the area for events or promotions?
The décor of our makeup area is constantly changing for any upcoming holidays or special events. If we hold a special event at the spa then we rearrange and decorate the waiting area accordingly. We like to offer upgraded refreshments and snacks for parties like bachelorettes, baby showers, birthdays and anniversaries!
TEAM MEMBERS
How do you select your makeup artists?
Based on their knowledge and experience. I require that they come in for two interviews and provide two to three references that can comment on their assets and work ethic. During the first interview, I determine whether they have a qualifying background and personality that fits with the nature of the spa. During the second interview, they are required to bring a model and perform a basic makeup application. I then determine if their skills are right for the position or not. I look for people who are self-motivated, creative, knowledgeable and have a drive to learn!
How do you keep members of your staff incentivized?
All employees receive perks such as free services, 30 percent off products and the opportunity to earn cash bonuses if they exceed their weekly sales quota. My employees are also provided with free education on new products, treatments or makeup services so they can keep up with the skin care industry as it evolves.
MARKETING
How do you promote your makeup services?
Our biggest promotion is new clients receive 20 percent off their first treatment! In addition, we have limited time only promotions that change every few months. We especially like to target promotions to certain holidays such as Mother’s Day or Christmas. We also attend several wedding expos in the Boston area to attract brides-to-be, and occasionally meet with managers of local businesses such as hair salons and bridal shops to extend our services to their clientele. Finally, we are lucky to have satisfied clients who spread the word and even voted us in the top 5 on Boston’s A-list for makeup!
Are your makeup artists trained to promote different services after each treatment?
We only recommend products to clients that we believe will truly benefit them individually. If a guest has a question about a product, we love to educate them and introduce some of our other services or products. If a guest just wants to come in for a one-time treatment, we respect that.
How do you use social media and email platforms for promotion?
We post on our Facebook and Instagram accounts three times a week. We include live videos, before and after pictures and new promotions and specials in our posts. Clients can receive 10 percent off their treatment if they “check in” to Blush Spa on Facebook. Additionally, we keep a database of email addresses of all our guests and send out email blasts when we have a new promotion or special.
Extra Tips and Tricks
What trends are you currently seeing in the industry?
Thick, arched eyebrows are the new trend! For those who have thin or light colored eyebrows, many have been getting their eyebrows microbladed to avoid filling them in with a pencil each day. Eyelash extensions, bold lips and cut-creased eye shadows have also become extremely popular.
Do you have rituals or methods to create positive energy in your spa?
Yes! We always turn on our essential oil diffuser so a relaxing aroma fills the spa. We have candles lit in both the treatment rooms and reception area to accentuate the tranquility of the spa. We play soothing music in the background to promote relaxation and provide cold water with lemon slices.
What advice would you pass along to other spa owners or those thinking of offering makeup in their spa?
Make sure you have the time and dedication! You must put 100 percent of yourself into running a spa to be successful. You cannot solely rely on social media for marketing — be prepared to attend events and self-promote your business. Stay on top of new trends, and stand out in your own unique way!
