A question submitted to Spas2b:
How do you promote two skin care lines without causing conflicts and confusion between the staff; clients; etc.? We know that the skin care line that we currently have needs to be supplemented, but how do we choose one that will be different enough from the original one, and still complement it? Or should they be totally distinctive from each other?
Your second line should:
- Still support your brand;
- Blend well with your existing line(s)
- Cater to what you know your clients are requiring, but missing from the existing line
- Work well within your staff culture; expertise; and expectations.
So supplement your existing line in the areas that are lacking, and ensure you are able to mix the product lines successfully, without too much controversy, reactions, or confusion.
There’s no need to load your shelves up with a bit of everything out there; in fact that is discouraged. Carry only what you know is in demand and will sell, or is selling within a good turnaround time.
If you have listented to your clients and staff, you will know if they are looking for a more elite line; organic; less expensive; more comprehensive; better results, etc.
Sometimes, the two lines you choose to carry are similar/equivalent in many ways, including quality, price, breadth and depth, but your staff and clients are pleased with being able to have the choice. Just make sure you have weighed out the pros and cons regarding the business’ bottom line and your staff and client’s expectations…which is almost always a very fine line.