If you’re thinking of starting an eyelash extensions business, it is essential that you know your target market and understand its needs. You will need to address obvious questions like – Who are you selling to? Why would potential customers buy your product or service? How do you stack up against your competitors?
Different people buy eyelash extensions or false eyelashes for different reasons. Some do it to enhance their natural look, while others want to create a dramatic effect.
In this article, we’ll take a close look at the target market for eyelash extensions and explore who buys them and why. We’ll also discuss the key factors that influence purchase decisions in this industry.
Keep reading!
The Target Market for Eyelash Extensions: Who Wants Them?
The best way to understand the target market for eyelash extensions is by segmenting potential customers based on their motivations for purchase.
This gives us the following market segments:
- People who want to enhance their natural look
- People who want to create a dramatic effect
- People who are allergic to makeup
- People who have lost their lashes
- People who strapped for time
Let’s look at each of these motivations to better understand the target market for eyelash extensions.
1. People who want to enhance their natural look
Many women (and increasingly, men) use eyelash extensions to enhance their appearance. They may feel that their lashes are too short, sparse, or light in color. Others may have naturally straight lashes and want a bit of curl.
Whatever the reason, people who want to look good and feel confident in their appearance are the first target market for eyelash extensions.
People looking to enhance their natural look with eyelash extensions may for the same reason, be also interested in hair extensions and cosmetics or beauty products.
2. People who want to create a dramatic effect
Some people like to use false lashes or extensions to achieve a more dramatic look, whether it’s for a special occasion or just because they want to stand out from the crowd.
For example, performers on stage or in movies often wear false eyelashes to make their eyes stand out under the bright lights. Sometimes brides on their wedding day may turn to eyelash extensions to get long, luxurious lashes.
People going to theme parties or Halloween celebrations may also use false eyelashes as part of their costumes.
3. People who are allergic to makeup
Some people are allergic to the chemicals in traditional makeup, including that found in mascara.
Others have sensitive skin or eyes and wearing eyelash extensions may be the only way they can enjoy the look of long, thick lashes.
So this target market for eyelash extensions is looking for a safe alternative to traditional makeup.
4. People who have lost their lashes
Some people may have a condition like alopecia that could cause them to lose their eyelashes.
Other people who have undergone chemotherapy or other treatments that cause hair loss can also lose their eyelashes.
Others may have had an accident that resulted in the loss of lashes.
Such people who have been through difficult experiences may turn to eyelash extensions to help them feel more like themselves again.
5. People who are strapped for time
With busy lifestyles, some people just don’t have the time to apply and remove makeup every day. Eyelash extensions can be a time saver because they last for weeks and only require occasional touch-ups.
This segment of the market may also be interested in the services of a professional eyelash technician because once eyelash extensions are applied properly they can last longer and so save time in the long run.
Eyelash Extensions: What Influences Purchase Decisions?
When people look to purchase eyelash extensions to apply them by themselves or when they look to hire a professional lash technician there are many factors that they take into consideration before making their purchase.
After all, the wrong choice can mean a waste of money, time, possible health problems, and most of all, looking terrible.
So here are the key factors that influence purchasing decisions in the market for eyelash extensions:
- The type of lashes
- The quality of the lashes
- The price
- How long they last
- Reviews
- The time needed (to apply)
- The distance to the salon
- The professionalism of the technician
- Maintenance requirements
Let’s take a closer look at each one of these factors.
1. The type of lashes
The first criterion in the selection of eyelash extensions is the type of extension. Customers choose between the following common characteristics of eyelash extensions:
- The material of the lash (mink, silk, synthetic)
- The length of the lash (short, medium, long)
- The thickness of the lash (thin, medium, thick)
- The curl of the lash (straight, natural curl, or extra curl)
- The color of the lash (black, brown, blue, green, red, etc.)
2. The quality of the lashes
Poor quality eyelash extensions can mean a waste of money and can actually make the wearer look bad. Poor quality can also cause irritation and can sometimes be unsafe.
So customers are always looking for high-quality lashes that are safe and will not cause any irritation or other problems. Some factors that influence the quality of the lash are:
- The manufacturing process
- The materials used
- The length of time they last
- How easy they are to apply and remove
3. The price
Of course, the price is always a factor in any purchasing decision. But in the case of eyelash extensions, the price may even be more important because there are many options available and some can be quite expensive.
If you’re planning to start an eyelash extension business and intend to carry expensive, high-quality lashes, your marketing messages will need to remind customers that the saying “you get what you pay for” is often true and that the cheapest option is not always the best option.
If you have a salon or planning to start one, take a look at what other salons in your area are charging and make sure you’re pricing is in the same ballpark.
4. How long they last
Another important factor in the purchase decision for eyelash extensions is how long they last. Customers want lashes that will last for a good bit of time, preferably several weeks.
But you will need to remind your customers to keep in mind that the length of time that lashes last depends on the quality of the lashes and is also influenced by how well they are cared for. So encourage your customers to buy high-quality lashes and teach them how to perform maintenance on them. Or better still, encourage them to come to you or your salon for regular maintenance.
5. Reviews
In today’s world, reviews are everything. And this is just as applicable in the eyelash extension market.
Customers want to know what other people are saying about a product or service before they make a purchase and this is especially true when it comes to something like eyelash extensions which can be semi-permanent and not easily reversed.
If you have satisfied customers for your business, encourage them to leave good reviews on your website as well as on your social media pages. If you don’t have many reviews, start reaching out to friends and family and ask them to leave a review for you.
6. Time needed (to apply)
Some people may want lashes that can be applied quickly while others may not mind spending a bit more time to get a better result. Before deciding the types of lashes to carry in your store or salon, make sure you understand the needs of the segment of the target market for eyelash extensions that you plan to target.
This will also help you propose products and services that match the needs of each customer.
7. The distance to the salon
Many people will choose a salon simply based on proximity and ease of access. This may not be as important for people who are willing to travel farther for a better quality lash extension but for others, it may be the most important factor.
Especially people who are pressed for time and are willing to compromise on quality to save time will look for a salon that is the closest to their home or office.
This target market for eyelash extensions will be the easiest for you to reach with your marketing strategies because they will be in the vicinity of your business, store or salon.
8. Professionalism of the technician
When people choose a salon they are really choosing a professional technician (much like a hairdresser) rather than the salon itself. So the professionalism of the eyelash technician is a critical factor in a customer’s selection process.
This is important for two reasons:
First, customers want to be sure they are getting lash extensions applied by someone who is experienced and knows what they are doing.
Second, because customers feel comfortable and safe in the hands of a professional.
A good way to ensure that your customers feel safe and comfortable is to have a good training program for your technicians and to make sure they are properly licensed and insured.
9. Maintenance requirements
The effectiveness and longevity of eyelash extensions depend to a large degree on how well they are cared for and maintained.
This is important information that you need to communicate to your customers before they make a purchase.
Be sure to let them know what type of care will be required, how often they will need to come in for touch-ups, and anything else they need to know in order to keep their lashes looking their best.
The customer’s purchase decision should take maintenance requirements into account because their overall long-term satisfaction with the eyelash extensions and with the salon they choose will depend on how well the lashes are cared for.
10 Marketing Ideas for Your Eyelash Extension Business
An eyelash extensions business, like any other business, needs a marketing strategy to be successful. Without a plan, you may find yourself spinning your wheels and not getting anywhere.
Here are 10 ideas to help market your eyelash extensions business to attract new clients and retain existing ones.
You don’t have to implement all of these but you should review them all and see which ones can work best for your business.
- Have a website that showcases your work and portfolio
- Use social media to market your services
- Create a Client Referral Program
- Offer Discounts and Promotions
- Participate in Local Events and Trade Shows
- Get Listed in Local Directories
- Create Blog Posts or Videos About Your Services
- Partner with Other Local Businesses
- Engage in Email Marketing
- Network with Other Beauty Professionals
Let’s look at each of these ideas closely so you can decide which one of them would be best for your business.
#1. Have a website that showcases your work and portfolio
Having a website is important for any business but especially if you want to attract new clients for your eyelash extensions.
Your website should be user-friendly and showcase your work in the best light possible. Make sure to include a portfolio of before and after photos as well as testimonials from happy clients.
You may also want to start a blog providing beauty tips and advice related to lash extensions. This will help show potential clients that you are an expert in your field and build trust. More on that later.
#2. Use social media to market your services
Social media is a great way to reach out to potential clients and market your business. Platforms like Facebook and Instagram allow you to showcase your work, offer special promotions, and even book appointments online.
Make sure to post high-quality photos and videos of your work as well as helpful lash extension tips. You should also interact with other users regularly to build relationships and grow your following.
#3. Create a Client Referral Program
One of the best ways to attract new clients is through word-of-mouth referrals. You can encourage this by starting a client referral program.
For example, you could offer a discount or free service for every new client that is referred by an existing one. This is a great way to show your existing clients how much you appreciate their business while also growing your clientele.
#4. Offer Discounts and Promotions
Everyone loves a good deal! Offering discounts and promotions can be a very effective way to attract new clients and keep existing ones coming back instead of going to one of your competitors.
You could offer a percentage off of lash extensions for first-time clients or a discount for referrals. You could also run seasonal promotions or offer special deals on holidays.
#5. Participate in Local Events and Trade Shows
Local Events and Trade Shows can be a gold mine for marketing your business. This can be a great way to get in front of potential clients and let them know about your services.
You can set up a booth at these events and hand out flyers or promotional items with your business information. You could also offer mini lash extension demos or consultations.
Such events can also be excellent for networking with other local businesses and professionals to discover ways to grow your business through collaborations and partnerships.
#6. Get Listed in Local Directories
If you want to attract clients that are looking for lash extension services in your area, then you need to make sure you are listed in local directories.
Some popular online directories include Yelp, Google My Business, and Angie’s List. You can also get listed in print directories such as the Yellow Pages or City Pages.
Even though many people use online directories, there are still some that prefer the old-fashioned way of looking up businesses in a physical book.
#7. Create Blog Posts or Videos About Your Services
Many new clients before selecting a lash extension artist will want to do their research first.
You can help them out by creating blog posts or videos about your services. You can talk about the different types of lash extensions you offer, how to choose the right artist, and what to expect during and after the appointment.
If you create helpful and informative content, potential clients are more likely to book an appointment with you.
#08. Partner With Other Local Businesses
One great way to market your business is to partner with other local businesses.
For example, you could partner with a local salon and offer lash extension services to their clients. Or you could team up with a makeup artist and offer discounts to clients who book both services together.
Not only will this help you reach a new audience, but it will also help you build relationships with other local businesses.
#09. Engage in Email Marketing
Email marketing is an underestimated but powerful marketing tool.
You can use email to stay in touch with your existing clients and update them on new services or promotions. You can also use it to reach out to potential new clients.
There are a number of ways to collect email addresses, such as adding a sign-up form to your website or Facebook page, or simply asking clients for their email addresses when they book an appointment.
You can also offer special promotions only to those on your email list to encourage people to sign up.
#10. Network with Other Beauty Professionals
We talked earlier about networking with other local businesses. But if you specifically network with other beauty professionals, you can reach an entirely new group of potential clients.
Other beauty professionals can be a great source of referrals. They may have clients that are looking for lash extension services and recommend you to them.
You can also collaborate with other beauty professionals on joint marketing initiatives or promotions. For example, you could offer a discount to clients if they book an appointment with you and another beauty professional, such as a makeup artist or esthetician.
You could connect with local hair stylists and offer to do lash extensions for their clients while they are getting their hair done. Or you could team up with a local spa and offer lash extensions as part of a relaxation package.
So, there you go. These are just a few ideas to help you market your lash extension business and attract new clients. Remember, it takes time and effort to grow a business, but if you are consistent with your marketing, you can see results.
Summary
The target market for eyelash extensions includes people who want to enhance their natural look or want to create a dramatic effect. It also includes people who are allergic to chemicals found in traditional makeup or those who have lost their lashes because of an illness or medical treatments.
People who are strapped for time and do not want to apply makeup every day may also turn to eyelash extensions as a time saver.
When it’s time to choose an eyelash extension or a salon that can apply the extension, there are many factors that can affect a customer’s purchase decision.
This includes the type of lashes, their quality, how much they cost, how long they are predicted to last, and how much time is needed to apply them.
When people choose a salon, they often look at how easy or difficult it will be for them to reach the salon on a regular basis. They will consider the professionalism of the eyelash technician who will work on them. And they will take into account the maintenance that they would need to perform on the lashes to keep them looking their best.
Finally, customers will read reviews online and ask friends and family before making any purchase decision.
So, if you are planning to get into the eyelash extension business either by carrying eyelashes in your store or starting a salon, make sure you’re clear about which segments of the target market for eyelash extensions you plan to serve, what the needs of this segment are and what factors most influence their purchase decisions.
Good luck!
