Your new 2020s clients will be a mix of all ages and stages. That means the old rules are just that; old, maybe not out-of-date, but nonetheless, old. Your future growth will come from your younger clients, the Millennials and the Gen Z crowd. However, there’s a world of difference between them and the Boomers and Gen X generational cohorts. As professional service providers, it’s important to understand these differences before you can effectively attract them, communicate with them and satisfy them.

The demographics we grew up with no longer define the younger cohorts. New research* found that the younger generations no longer identify with the demographics used by marketers for years. Segments like, race, gender, religion, income and family origin do not define these consumers. They do not have traditional identities. In fact, they don’t want to be associated with any particular identity. The research suggests the younger generations might better be known as “Generation Antidentity.” For the beauty industry, this means, we cannot assume that someone who loves getting their hair styled or colored regularly will be a candidate for spa services. The old “birds of a feather stick together” targeting strategy may no longer apply to how we identify and relate to new prospects.

Spa and beauty marketers have to learn to embrace the fluidity of these cohorts, because they are interested in products and services that cross traditional demographic lines. This means that for spas and salons to create meaningful relationships with young people, your marketing and especially your content has to embrace their flexibility of spirit. I cannot over emphasize how important selecting the appropriate graphics for your promotional materials and website are to attract new clients. At the same time, every word matters and that requires a special kind of content curator – one who understands what inspires a new younger client to try your business.

Your business focus also has to change to attract younger clients. It is no longer good enough to provide exceptional, exclusive service. Your business ethics have to align with theirs. What is your spa or salon doing to improve society? The young people are watching. This is why data strategy is critical in identifying new clients, while content and imagery will attract them. How you perform before, during and after every service will determine if you keep them and grow them. The changes that are happening in the beauty industry are not one dimensional and require careful planning. Remember, innovation is more than introducing a new product or service; it applies to your marketing strategies as well.

Until next time…

* Compiled by PSFK, a brand and retail research firm and consultancy, and Complex Networks, the Hearst owned media brand.

Bart Foreman founded EndGame Marketing Solutions (EGMS) in 2016 after a long sales and marketing career, including co-owning Group 3 Marketing with his wife, Phyllis, for 30 years. EGMS is a marketing consultancy helping brands create new marketing energy. Its focus is data manipulation and strategic planning. Foreman says he is an Executive Strategist, because it’s a lot more exciting than being a CEO. Foreman’s long history in marketing has focused on specialty retail and the professional beauty business. He co-founded the Direct Marketing Association’s CRM Special Interests Council. He’s been a workshop and mainstage speaker at many government, marketing and beauty industry events. He is a graduate of the University of Michigan and holds an MBA degree in marketing and marketing research from DePaul University.

THE ENDGAME: New thinking. New vision. New Energy.
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