Skin is IN, but Memberships are IT: The Future of Beauty and Skincare Businesses.

By Tamara Reid

The demand from clients for personalised skin solutions is higher than ever. You only have to attend one industry conference of late to see it’s the hot topic on everyone’s lips.

While the trend of skin is currently at its peak, the business model that truly elevates beauty and skincare businesses isn’t just offering cutting-edge treatments and the latest technology, it’s moving toward memberships.

This approach not only benefits clients by providing customised treatment plans but also supports businesses by fostering long-term relationships and steady revenue streams. So, why are memberships the way forward, and how can beauty businesses effectively implement them? Let’s explore.

What Are Memberships?

Memberships in the beauty and skincare industry are not just another marketing gimmick; they represent a holistic and personalised approach to client care. A well-structured membership offers:

- Personal Treatment Plans: Each client’s skin goals are unique. Memberships are about creating a bespoke treatment plan tailored to individual needs, whether that’s clearing acne, enhancing skin hydration, or working towards an anti-ageing goal.

- Flexible Durations: These plans typically range from 6 to 12 months (but can be as little as 3), ensuring clients commit to a consistent regimen that yields visible, long-lasting results. Additionally, memberships allow for flexible payment preferences, making premium treatments accessible to a wider audience.

- Regular Client Visits: Memberships are designed to evolve as clients’ needs change. A client’s skin requirements can shift with the seasons, lifestyle changes, or even stress levels. With a membership, the relationship between the client and the therapist becomes dynamic, allowing for ongoing reassessment and adjustment of treatments.

What Memberships Are NOT

It’s essential to differentiate memberships from other forms of client incentives to maintain their value:

- Not Concessions: Memberships are not ‘buy 10, get one free’ schemes. While those can drive short-term sales, they don’t cultivate the long-term, personalised client-therapist relationship that memberships do.

- Not Credits: Unlike prepaid credit systems where clients deposit a certain amount and redeem it whenever they wish, memberships provide a structured plan with regular treatments, ensuring consistency in care and results.

- Not Packages: Memberships differ from bundled services offered in a single appointment or over a short series. Instead, they map out a long-term, treatment plan which is spread across several months, focusing on progressive improvement.

Clients too love memberships, because it’s not something foreign you’re introducing to them. They already know how memberships work in different businesses (like gyms for example) so the concept is easy to understand. When a goal-focused membership is complete, you can shift them onto maintenance membership to ensure they continue their results and return regularly. This could be a month-to-month program that keeps them committed but introduces more flexibility. Here’s how you can talk about membership benefits to your clients:

VIP Access: With memberships, clients feel like they belong to an exclusive club. They may receive VIP treatment, including priority booking, exclusive perks, and priority access to new services or products. This level of care goes beyond typical appointments, making clients feel valued and special.

Result-Driven Approach: Memberships offer a clear path to achieving skin goals. Through regular, consistent treatments, clients can visibly track their progress, experiencing the transformation of their skin over time. This result-driven approach boosts client satisfaction and loyalty, as they can see the value they are receiving.

Convenience: Clients lead busy lives, and memberships take the guesswork out of maintaining their visits. With regular treatments prescheduled, there’s no need to make repetitive decisions about when to book the next appointment. This seamless integration into their lifestyle makes self-care a priority without adding to decision fatigue.

Indulgence: With a membership, clients can indulge in guilt-free self-care. Knowing that they have already committed to prioritising themselves removes any hesitation about spending time or money on treatments. It’s a monthly reminder to put themselves first.

Budget-Friendly: Some skin services can be a significant expense, but memberships break these costs into manageable, predictable payments. This approach not only makes premium treatments more accessible but also aligns with the budgeting habits of many clients. They can enjoy top-tier services without the financial strain of paying large sums up front.

Introducing Memberships: Making Your Next Client Your Next Member

The key to converting clients into members lies in your consultation conversations, not the launch of the program. Here’s a step-by-step guide to introducing memberships effectively:

1. Assess Client Goals: During the initial consultation, discuss the client’s skin concerns. Listen carefully to understand what they hope to achieve and when.

2. Create a Treatment Plan: Based on the client’s goals, develop a tailored treatment sequence. This could include monthly facials, targeted skin therapies, or other relevant services.

3. Offer Membership as a solution: Present the membership as a simple way to access the plan. Highlight the convenience, flexibility, and perks that come with the membership.

4. Highlight the Benefits and Value: Emphasise the added value they’ll receive, such as priority booking, exclusive discounts, and special treatments.

For example, you might say, “To achieve your goals, we recommend you come in once a month over the next 6 months for the following treatments. With a membership, you can access these treatments for just $50 per week, along with [XYZ] benefits.”

Here’s an example of what a 12-Month Membership might look like:

- 12 Custom Skin Treatments

- 6 LED Light Therapy Treatments

- Preferential Booking

- 5% Discount on Retail Products

- Free Birthday Treatment

Cost: $3,000 or $57.69 per week

This structure offers clients a clear and affordable path to their skin goals while allowing your business to build a dedicated client base and a steady income stream.

What to Avoid When Launching Memberships

To ensure your memberships are well-received and successful, avoid these common mistakes:

- Launch Events: Instead of a grand reveal, introduce memberships organically during client consultations. This personalised approach makes memberships feel more tailored and exclusive.

- Using Template Memberships or Packages: Clients want unique solutions, not one-size-fits-all offers. Avoid pre-set packages and focus on customising memberships based on individual client goals.

- Advertising Memberships on Your Website: Keep the membership offer exclusive. Introduce it only during in-person consultations to enhance its perceived value.

- Having Too Many Options: Offering too many membership choices can overwhelm clients and dilute the exclusivity. Start with one or two options that align with your client base’s needs.

- Relying on Discounting: Memberships should not be about giving away discounts, for the sake of it. Focus instead on the overall value of the membership experience highlighting it as your VIP client experience.

Why Beauty Businesses Need Memberships Now

The current economic climate has changed client spending habits. Recent statistics highlight the need for budget-friendly options in the beauty industry: (Source: aglow consumer survey, June 2024 interviewing 1,010 Australian women aged 18-60*)

- 87% of clients already budget for beauty treatments.

- 63% have reduced their frequency of beauty services due to rising costs, indicating a desire for more accessible solutions.

- 65% are likely or extremely likely to commit to regular treatments if offered a membership plan with perks and flexible payments.

- 89% would consider purchasing additional products or services if their main treatment was prepaid through a membership.

These numbers underscore a shift in client preferences towards structured, value-driven spending. Memberships cater perfectly to this demand by offering a predictable, flexible way for clients to maintain their skin routines.

Creating and managing memberships can seem daunting, but that’s where solutions like aglow come in. Designed specifically for beauty and skincare businesses, aglow streamlines the membership process, allowing you to customise treatment plans, set up flexible payment options, and offer exclusive perks effortlessly. It’s the all-in-one platform that helps you focus on what you do best: delivering exceptional care to your clients.

The beauty and skin industry is shifting towards a model that provides personalised, ongoing client relationships. Memberships are not just a trend; they are a strategic business move that meets clients’ desires for VIP treatment, convenience, and value. By introducing memberships tailored to each client’s unique goals, beauty businesses can attract loyal clients, secure steady revenue, and elevate their overall service offerings.

Tamara Reid,

Hair & Beauty Brand Consultant, Inside Industry www.insideindustry.co