The clients you’ll meet most often will be makeup lovers—and makeup haters. But why is that? In this article, we attempt to understand who they are and why they like microblading. We’ll also discuss how best to find them, reach them, and keep them coming back for your services.
Client Segment is a series of articles here on Microblading Training. We’ll talk about the different clients you’ll meet, greet, and (hopefully) keep. Stay tuned for future articles!
In our previous marketing-related articles, we highlighted the importance of getting to know your audience. Today, we take it one step further. Client segmentation helps us get to know the specific interests of specific clients. This makes marketing to them and connecting with them way easier because you know what they want to hear. So, here’s how to do just that for makeup lovers and makeup haters.
Makeup lovers, makeup haters
When we say “makeup lovers” and “makeup haters,” we’re actually referring to clients who both like makeup. The difference is: the lovers enjoy putting them on while the haters can’t draw a cat eyeliner to save their life.
It’s easy to imagine, then, what draws them to microblading.
Who are they?
Makeup lovers and makeup haters know no age. They can be anyone, from millennials in entry-level jobs to middle-aged senior executives.
These people like makeup and need makeup in their day-to-day life. For some of them, their job requires them to look put-together. Meanwhile, others simply feel naked without any lipstick on.
Because of their love/need for makeup, clients like these stay fairly up-to-date with trends. They want to look their best, and they want to feel confident about themselves.
That said, these clients can be particular about what they want. Walking into your salon, they’ll already have an idea of what they hope to get. They’re open to listening to your suggestions, but keep in mind that some may consider themselves unofficial “experts” on makeup because of all the beauty vlogs they’ve watched.
The good news is that these clients will likely be well-researched about microblading by the time you meet them. They’ll also be dedicated to the aftercare process, since they don’t want to risk looking bad after the procedure.
These clients will also want to be sure that you’re good at what you do. Makeup haters, especially, want a microblading artist who is leagues ahead of their skills. If you’re only as good as they are at applying makeup, then why should they get microblading from you?
What attracts them to microblading?
While makeup lovers and haters have a lot in common, their motivations to get microblading differ greatly.
For makeup lovers, microblading is another way for them to express their love of makeup. It’s like getting a new highlighter or eyeshadow palette. They don’t consider microblading a need. They just think it’s a cool trend to try or a fun new way to look their best.
For makeup haters, microblading is a way for them to look good without the effort of putting on makeup. These clients need microblading, because otherwise they’ll have to waste time studying and practicing makeup techniques. Microblading’s main attraction for them is its convenience.
Where can you find them?
Makeup lovers will be on Instagram and YouTube, because that’s where the beauty vloggers and influencers are.
Makeup haters will also be on YouTube, as they often watch makeup tutorials. They may not follow as many makeup accounts on Instagram, however. Plus, if they’re older, then they’re more likely to be on Facebook.
How can you convince them to get microblading?
Marketing to these client segments is fairly easy. All you need to do is highlight the “makeup” in “permanent makeup.”
By posting content that focuses on the procedures and results of microblading, you’ll tap into makeup lovers’ fascination with makeup and assure makeup haters that you’re good at what you do.
Marketing to makeup lovers and haters
Here are some concrete tips on marketing to these two client segments.
Be active on Facebook, Instagram,and Youtube. Go where they go, so you’re sure your posts will reach them.
Publish articles about makeup. Tickle their fancies. Post about makeup trends, hacks, and news so they have a reason to keep checking your website and social media pages.
Connect with makeup artists. If you’re interested in influencer marketing, you should reach out to makeup artists in your area who have a loyal following.
Post before-and-afters. These clients will want to see how effective you are at your job. Let them see just how good you are!
Think we covered everything about microblading to makeup lovers and makeup haters? Sound off in the comments below!