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Guide to building your salon clientele

Attract, retain, and delight: a guide to building your salon clientele

The competitive salon industry can make attracting new clients a constant challenge. This article goes beyond generic advice on “how to get new clients” — we'll explore unconventional strategies to establish your salon as a leader. We'll delve into influencer marketing, cutting-edge technologies, and unique client experiences—all designed to give you a competitive edge.

Let's implement fresh approaches that turn your salon into a magnet for customers, making it their go-to destination, not just another option.

Leverage influencers and technology

The abundance of salons creates a saturated market. To attract clients, you need to move beyond basic service quality and aesthetics. Success hinges on building innovative and personalized client relationships. Let's explore two powerful strategies: local influencer marketing and augmented reality (AR) technology.

Collaborate with local influencers

Consumers trust local influencers. A 2024 survey by Influencer Marketing Hub found that 85% of marketers believe influencer marketing is effective. Their recommendations hold weight due to established trust and authenticity. To capitalize on this:

  • Identify influencers who align with your salon's brand identity and target audience. 
  • Focus on engagement, not just follower count.  
  • Develop a mutually beneficial collaboration proposal.  
  • Offer a unique salon experience in exchange for promoting their audience. 

Authenticity is key; ensure the influencer's endorsement feels genuine for both their audience and yours.

For example, if your salon specializes in bold, fashion-forward styles, collaborate with a local hairstylist with a strong Instagram presence known for their edgy cuts and vibrant hair colors.

Embrace AR for virtual try-ons

Augmented reality (AR) technology is emerging as a powerful tool, blurring the lines between the physical and digital worlds to offer clients a glimpse into their potential transformations.

AR overlays digital elements onto the real world in real-time, typically through a smartphone camera or a dedicated AR headset. In the context of beauty services, AR apps allow users to virtually “try on” different hairstyles, makeup looks, and even cosmetic products.


The Future of AR in Beauty

AR technology is still evolving, but its potential in the beauty industry is vast. We can expect to see even more sophisticated virtual try-on experiences in the future, with features like:

  • Realistic simulations: hair simulations that mimic real hair movement and texture.
  • AI-powered recommendations: AR apps that can suggest hairstyles and makeup looks based on the user's facial features and preferences.
  • Integration with salon booking systems: a seamless transition from virtual try-on to booking an appointment with a stylist.

These strategies are a starting point. We'll continue exploring captivating client engagement strategies, transforming them into loyal brand ambassadors. Remember, innovation is the key to salon success.

Enhance the client experience

Creating a memorable client experience is no longer a nicety; it's a necessity. Simply offering quality services isn't enough. To thrive and attract clients, salons need to personalize the journey and go the extra mile. Here, I explore three impactful strategies: exclusive events, silent appointments, and data-driven personalization.

Host exclusive salon events

Transform your salon into a hub of excitement and exclusivity. Consider organizing VIP beauty nights, product launch parties, or educational workshops that showcase your salon's services and expertise.

Success hinges on details:

  • Personalized invitations. Make clients feel valued with custom invitations.
  • Engaging themes. Align themes with current trends or holidays.

Strategic partnerships. Collaborate with local businesses for additional flair (caterers, makeup artists).

For example, you could organize a “Summer Beauty Bash” where attendees can enjoy mini treatments, sip on refreshing beverages, and learn about the latest beauty trends.

Offer silent appointments

In our hyper-connected world, the desire for a quiet escape is growing. This is where silent appointments in beauty salons come in. They cater to a specific clientele seeking a peaceful break from the usual chatter and noise associated with salon visits.

How to get new clients by implementing and promoting silent appointments:

  • Allocate specific times within your operating hours for silent appointments.
  • Designate a quiet area of your salon specifically for silent appointments.
  •  Allow clients to opt-in for a silent appointment during the booking process.
  • Train staff on how to handle silent appointments, ensuring clear communication through nonverbal cues.
  • Clearly communicate the silent appointment option on your website, booking platform, and in-salon signage.
  • Consider using signage or symbols to discreetly indicate that a silent appointment is in progress.
  • Frame silent appointments as a unique and luxurious offering for relaxation and self-care.
  • Highlight the benefits for introverts, those seeking stress relief, or with specific needs.
  • Collaborate with wellness centers or stress management programs to reach a wider audience.

By offering silent appointments and promoting them strategically, you can attract a new segment of clientele who value a tranquil and personalized salon experience. This not only expands you getting new clients but also positions your salon as a leader in catering to diverse client needs.

Personalize the Customer Experience Through Data

Clients crave a personalized experience that makes them feel valued and understood. This is where Customer Relationship Management (CRM) systems come into play, allowing you to leverage data for a more tailored service offering.

CRM systems act as a central hub for all your client information, capturing details like:

  • Contact information: names, email addresses, phone numbers.
  • Service history: past appointments, products purchased, stylists preferred.
  • Preferences: frequency of visits, preferred services, hair type, skin concerns, etc.

By analyzing this data, you can personalize the client experience in numerous ways.

Examples of personalized touches:

  • Birthday greetings and promotions: send a personalized email with a special birthday discount or offer on their favorite product.
  • Targeted recommendations: based on past purchases, recommend complementary products or services.
  • Appointment reminders: send personalized appointment reminders with details of their booked service and stylist.
  • Post-appointment follow-ups: reach out after an appointment to inquire about their satisfaction and offer additional recommendations.
  • Segmentation for marketing messages: segment your client base by demographics or preferences for more relevant marketing campaigns.
  • VIP programs: develop a loyalty program offering exclusive benefits for high-value clients.

Remember, personalization is like your questions about “how to attract clients” and “how to get new clients in a salon” — an ongoing process. Continuously analyze your data, gather client feedback, and refine your approach to ensure your salon remains a leader in delivering an exceptional and personalized beauty experience.

Focus on sustainability and wellness

Today's clients are increasingly conscious of their impact on the environment and their overall well-being. By embracing sustainability and incorporating wellness offerings, you can not only differentiate your salon but also cater to this growing segment of clientele.

Implement sustainable practices

Going green isn't just good for the planet, it can also attract eco-friendly clients. Here are some ways to incorporate sustainable practices:

  • Product selection: offer eco-friendly, cruelty-free beauty products made with natural ingredients and recyclable packaging.
  • Energy efficiency: invest in energy-efficient appliances and lighting, and consider using renewable energy sources.
  • Water conservation: install low-flow faucets and showerheads to reduce water usage.
  • Recycling and waste reduction: implement a comprehensive recycling program for paper, plastic, and beauty product containers.
  • Minimize paper usage: opt for electronic booking systems and minimize paper usage for receipts or marketing materials.

Green Circle Salons is an organization that helps salons across North America become more sustainable by providing them with a way to recycle and repurpose up to 95% of their beauty waste.

Marketing your sustainability efforts:

Don't keep your green initiatives a secret! Promote your commitment to sustainability through various channels:

  • Highlight eco-friendly practices on your website and social media.
  • Partner with local sustainability organizations for events or promotions.
  • Offer incentives for clients who bring reusable items (water bottles, shopping bags).
  • Use eco-friendly packaging for retail products.

Kiehl's has a recycling program called “Recycle and Be Rewarded” which offers customers rewards for returning empty product containers.

By showcasing your dedication to the environment, you can attract clients who share your values and build brand loyalty.

Incorporate wellness and holistic services

The concept of beauty extends beyond aesthetics. Clients are increasingly seeking holistic experiences that promote well-being. Here's how to expand your offerings:

  • Offer wellness treatments. Consider incorporating services like scalp massages, aromatherapy treatments, or facials with organic products.
  • Partner with wellness professionals. Collaborate with yoga instructors, meditation teachers, or nutritionists to offer holistic workshops or packages.
  • Create a relaxing atmosphere. Cultivate a peaceful ambiance with calming music, aromatherapy diffusers, and comfortable seating areas.

New York's Y7 Studio combines heat, infrared technology, and hip-hop music with yoga, offering a unique wellness experience that appeals to younger demographics seeking both physical and mental wellness.

The demand for holistic health experiences is on the rise. By incorporating wellness elements into your salon experience, you demonstrate a commitment to client well-being, setting your salon apart as a sanctuary for mind, body, and beauty.

Use best wholesale beauty supply

Attracting clients is one hurdle, but retaining them and keeping them satisfied is where the real challenge lies. This is where focusing on building lasting relationships becomes crucial.

Suplery revolutionizes the way beauty businesses handle the supply chain, offering a place that simplifies wholesale ordering of professional products and cosmetics:

  • Direct ordering: say goodbye to the hassle of emails, faxes, and endless spreadsheets. Suplery’s intuitive interface allows you to order directly from suppliers and manufacturers, streamlining your procurement process.
  • Inventory management: with Suplery, managing your inventory becomes effortless. Our platform automatically generates orders based on your previous purchases, ensuring you never run out of your best-selling products.
  • Supplier discovery: find and connect with top suppliers on your own terms. Suplery gives you the freedom to explore and establish direct communication with brands, ensuring you get exactly what your business needs.
  • Collaborative ordering: enhance your team’s efficiency by adding employees to your account and creating shared order carts. This collaborative approach ensures that everyone is on the same page, making ordering a breeze.
  • Speedy setup and support: we know time is of the essence. That's why Suplery is designed for quick setup, and our support team is always ready to assist, making your transition to our platform smooth and straightforward.

It's not just a marketplace; it's a comprehensive solution designed to make your wholesale buying process as efficient and enjoyable as possible. With Suplery, experience the magic of streamlined operations, leaving you more time to focus on what truly matters—growing your business and delighting your customers.


In this article, we've explored several innovative “how to get new clients” strategies to elevate your salon's client experience and stand out in the competitive beauty industry. 

The key takeaway is this: there's no one-size-fits-all approach to innovation. Experiment with these strategies to discover what resonates with your clientele and aligns with your salon's unique identity. Don't be afraid to test new ideas and refine your approach based on client feedback and industry trends.

The beauty industry is constantly evolving, and staying adaptable is crucial for success. By embracing innovation and tailoring your services to meet the ever-changing needs of your clients, you can position your salon as a leader in the field and ensure a thriving future for your business.

Frequently asked questions

How to get new clients in a salon?

Implement personalized marketing campaigns using client data, offer unique services or experiences to attract new demographics, and partner with local businesses for cross-promotion opportunities.

How to build salon clientele fast?

To build salon clientele fast, leverage social media platforms to showcase your services and special offers. Also encourage existing clients to refer friends and family with loyalty programs and run targeted online ads to reach potential clients in your area.

How to get new salon clients?

Host events or workshops to engage new audiences and showcase expertise to get new salon clients. Offer online booking for convenience and attract tech-savvy clients and implement a strong referral program to incentivize existing clients to spread the word.

How to grow clientele?

Focus on exceptional customer service to build trust and encourage repeat visits. Gather client feedback and tailor your service offerings to meet their needs. Implement a loyalty program to reward returning clients and incentivize future bookings.

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Last updated on Feb 21, 2024

“What Changed” in this article? Everything. It's packed with the latest findings, the ripest data, and a fresh analysis you won't find anywhere else.

A subject-matter expert wrote the content, and reliable, official sources support it. Recent research has been incorporated to maintain relevancy and accuracy.

Key resources: 2024 survey by Influencer Marketing Hub

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