5 Effective Salon Marketing Tips for the Holiday Season

The holiday is season is busy for everyone – schedules are tight and emotions can run high. The best way to take advantage of the hectic season is to plan ahead. Think through how you can grow your business and help your customers look and feel their best, and use savvy marketing to keep your salon top of mind when it comes to gift giving. It’s not too early to get started! 

Here are five strategies that you can implement now to ensure that you get the most out of this holiday season: 

1. Develop your specials ahead of time and promote them everywhere
November is an excellent time to start promoting holiday specials. Busy salons can lose out on sales because so many clients wait until the last minute to get themselves looking their best for holiday parties and family gatherings. Make sure to promote your holiday specials everywhere, including your website, social media pages, newsletters and on any in-house displays. Encourage your clients to book early by sending a reminder via text or email that also includes your specials and add-ons. 

2. Promote gift cards
Your salon can earn a nice chunk of its annual revenue from gift card sales during this time of year. Your salon cannot afford to miss out on this kind of opportunity. Offering your clients the option of purchasing a gift card for a loved one can ease their stress when holiday shopping. Don’t forget to wrap gift cards nicely and promote them in email, on your social pages, on your website, and in your salon. 

3. Engage customers on social media
Use Facebook, Instagram, Twitter and other social media platforms to run holiday contests and promote seasonal specials. When running holiday-inspired contests, create a holiday bundle of products to give away or offer a free service. People love to win things and offering a prize  will encourage your social media audience to check your page out on a regular basis – which can help convert them into clients.

4. Give thanks to your clients and ask them for reviews
When it comes to marketing, your clients are your best bet to help spread the word. The holiday season is the perfect time of year to tell your clients how thankful you are for their business. This gesture doesn’t have to be expensive or elaborate – you can simply order some holiday-themed cards to express your gratitude, or offer a small percentage off of a service. Showing how grateful you are to have their business may encourage them to write a good online review or motivate them to recommend your services to their friends and family. 

5. Share your best work 
The holidays are a chance to try something special and unique to stand out at holiday parties and family gatherings. This fall, hair colors reminiscent of a pumpkin spice latte have been popular. During the winter, pale shades of blonde and rich, deep brunettes are usually a safe bet, but iridescent hair color is a new trend. Don’t forget to share your most interesting work on social media and your website so customers can find inspiration and get reminded to book. 

Do you have any salon marketing tips that you would like to share? Contact us here.

The only beauty treatment you need to book for Christmas

Get that festive flutter.

As fun as the festive season is, it can be a nightmare in terms of beauty maintenance. Blow-dries, glittery manicures, not to mention the obligatory spray tan to mask the months without any sun. But if there’s 1 treatment that takes the edge off the everyday regime, it has to be an LVL Lash Lift that will have you saying a swift buh-bye to your mascara (and false lashes for that matter!). The treatment from Nouveau Lashes is essentially an extreme version of the eyelash perm using more sophisticated chemical combinations, followed by a dye job to add depth to the lashes. Keen to experience it for herself, Lottie from Glamour, she booked in for the treatment *immediately*.

A bit of backstory; I’ve always battled with my natural lashes; they’re short and blonde (I am brunette) and without mascara, I can look like I don’t have any at all. For that very reason, I categorically get them dyed before every holiday so that I can go mascara-free on the beach. With a holiday imminent, I couldn’t wait to take my dye-job to new levels with LVL.

How does a lash lift work?

My LVL therapist arrived and explained the treatment. The first step is applying shields around the eye area to protect the skin and then taping down the lashes to ensure precise application. Then, time for the lifting balm, which stimulates a chemical process at the root of the eyelash to break down the disulphate bonds and allowing them to become malleable. The next step is applying the volumising fix gel, which reforms the disulphate bonds into a new, curled up shape, and is what ensures maximum volume. Finally, a quick dye job to amplify the results and you’re good to go for 6 – 8 weeks!

Before LVL…

After LVL…

How long does LVL take to do?

All in all, the treatment took 1 hour 30 mins, which is no bad thing if, like me, you love any excuse to close your eyes and have a nap. The results were eye-opening (sorry). I couldn’t believe I didn’t have make up on. It looked like I had a coat of mascara on – minus any clumps. My lashes were curled almost at a right-angle, making them seem twice the length, and the dye gave them that lustrous black finish.

How long do LVL lash lifts last for?

There’s no major aftercare involved, only that you can’t get your lashes wet for 48 hours post-treatment. I accidentally splashed one eye in the shower the next day and I swear the eyelashes on that side weren’t nearly as impressive from that moment on. On the first week, I didn’t need to put on mascara at all but by the second week, I was topping it up with a light coating. While it says it lasts 6 – 8 weeks, I only experienced a noticeable difference for 4, but that might be because the dye wears off quicker than the perm, and without the dye, my lashes get lost, but LVL certainly ticked all the boxes for barefaced beach beauty and will be a firm fixture in my pre-holiday prep from now on.

Get the glow with our top tan tips!

Get the glow.

Whether you like your skin to look slightly sun-kissed, or full-blown ‘I just spent two months in Spain’, fake tan is our favourite way to fake a holiday glow.

And no matter what depth of colour you choose, or type of tanning formula you use, the secret to a golden glow lies in the application, says The Beauty School’s Spray Tan Technician, Nicola Byrne-Fegan.

So read, remember and get ready for glowing, gorgeous skin.


  1. Remove hair and exfoliate

Whatever your hair removal method is, it’s always best to be silky smooth and hair-free right before you tan.

You want to create the smoothest canvas possible, which is why it’s also important to exfoliate.

“You need to blitz and buff away all evidence of your previous tan to ensure an even base so your new glow goes on beautifully and looks flawless”, says Nicola, our Bellamianta Expert Tanner and Event Speaker. “Fail to do so and you could get patchy results, with some darker areas.”

However, while most of us slather on our favourite exfoliator in the shower, our tan tech has revealed that’s exactly where we’re going wrong.

Nicola, who has spray tanned various celebrities, VIPs and Bloggers, maintains that we should exfoliate *after* we shower. “Scrubs and soaps create a barrier on your skin that creates uneven, streaky, blotchy results. Your tan can’t get in and do its job if you have any residue on the skin. I have always told my clients that you need to exfoliate after the shower.”

Who knew?

If your previous tan is being extra stubborn, Nicola offers this clever tip: “Go swimming, the chlorine will soften the tan, then take some exfoliating gloves and scrub in the shower.”

Shop Bellamianta Luxury Exfoliating Mitt


  1. Make sure your skin is completely clean

And we mean REALLY clean. Even just a hint of deodorant or perfume can cause disaster.


“Deodorant will go green as it reacts with the tan on contact, and while it doesn’t stay green, it’s not a good look”, says Nicola. “If you are able to shower pre-tan, be brave and go for a cold rinse to encourage pores all over the skin to close so your tan goes on seamlessly.”

As for perfume, you should remove it and also avoid applying it post-tan as it can mess with your tan’s development.

“I was once working with a client on Dancing With The Stars and each week she’d come in on show day with a huge patch on her neck, it took us weeks to work out that immediately after her spray tan, she was spraying her neck with fragrance which was breaking the tan down as it developed”, shares Nicola. “Do not do this! Spritz a hair mist if you need a scent.”


  1. Moisturise dry areas just before application

Unless you want to end up with ankles, knees and elbows two shades darker than the rest of your skin, dry areas must be moisturised pre-tan.

Nicola recommends focusing on the following areas: elbows, knees, knuckles, between the fingers, inner wrists, ankles and toes.

A tan primer is best, as it acts as a barrier to stop the tan from catching. We use a barrier cream in the salon when spray tanning clients.


  1. Use a tanning mitt

When asked if a mitt was best, Nicola replied, “Most definitely yes. A mitt protects the tan from absorbing into the hands but also helps evenly distribute the product.” Bellamianta’s luxury velvet glove is a huge game-changer.. You can even throw it in the wash and reuse it as many times as you want. “Don’t put it in the dryer though, the plastic protector on the inside will melt. Let it dry naturally and pop a dab of talcum powder inside the glove once dry. As a rule, I always use a mitt.”

Bonus: You get a FREE mitt in every Bellamianta Gift Sets

Shop Bellamianta Luxury Velvet Mitt


  1. Apply your tan in front of a mirror

If you’re tanning solo, stand in front of a mirror to make sure you don’t miss any spots.

“Work methodically from legs, upwards and take your time”, says Nicola.

When you think you’re done, twirl back and forth, checking the back of your knees and lift your arms above your head to ensure you didn’t miss the underside.


  1. Don’t forget your face

Whether you decide to tan your face or not, you can’t forget it altogether.

If you choose to tan this area, Nicola says that less is more. “Repeat after me, two coats on the body and one on the face. I love Bellamianta’s Gradual Moisturiser! It’s ideal for creating a radiant, buildable colour and it smells gorgeous too”.

It’s also important to use products that are safe, or specifically formulated for the face. Nicola also recommends Bellamianta Instant Tan – “Mix your desired amount of dabs in with your normal face moisturiser (the more you dab the deeper the glow – I advise 2-3 dabs). Sweep moisturiser over your skin, massaging in upward motions, and down the neck to the décolletage.”

If you choose not to tan this area, you may want to switch your shade of foundation to match your tanned body, making sure to blend down the neck for a seamless transition.


  1. Wear loose clothing while it dries

Wearing restrictive clothes, under-wire bras or anything that rubs onto the skin is a big no-no post-tan.

If you’re going for a professional spray tan, do not show up wearing “skinny jeans, leggings, gladiator sandals or sports bras”, says Nicola. “You want loose, floaty, effortless chic garments. My clients who work in fashion always wear jumpsuits.”

“Try to resist anything too sweaty after you tan”, says Nicola. A.k.a it’s better to be cold than too hot.

If you’re at home, a floaty dress or loose-fitting pyjamas are perfect. And black is always best.


  1. Do not shave or bathe post-tan

Another important reason to shave pre-tan is because if you do it afterwards instead, you’re at risk of shaving away your tan as the blades tend to pick up any dead skin cells as well as hair.

Nicola also says to “avoid baths all together so you don’t soak your glow away”. Opt for showers instead.


  1. Moisturise one day after your tan, and from there on

If you wish to maintain your glow and ensure an even fade, moisturising is a must.

Shop Bellamianta Gradual Moisturiser

“A faux tan loves being hydrated, so treat it daily, if not twice daily. The Gradual Moisturiser not only moisturises but makes your tan pop and is good for the skin as it’s packed with vitamin A, C and E,” says Nicola.

Too time-poor to moisturise?

“Use your tanning mitt to swipe it on at super speed. It’s especially handy on chilly mornings when moisturising is not the most fun.”


  1. Top up with gradual tan

If you really want your tan to last as long as possible, top it up after a few days with the Gradual Moisturiser or Instant Tan. It will keep you going until you’re ready to start back at number one again…


Ready to tan? Shop our best fake tans.

The Brow Mistake You Didn’t Know You Were Making

And it’s surprisingly common. We sat down with our ‘Brow Queen’ and Elite HD Brows Trainer, Emma-Jane Heatley, to find out the questions she gets asked most.

Widely credited for being one of leaders in our HD Brows Academy, Emma-Jane has helped shape the industry one student at a time with face-framing technique forming the foundation of the HD Brows approach.

We asked her about some of the questions she gets asked most by students and clients. From common brow mistakes, to how to get the most out of her products, here’s what she revealed.



Emma-Jane: “Over-tweezing them, thinking that the thinner they are, the more they’ll open up the eyes.”

What to do: “This is a common misconception. To open up the eyes, create the illusion of longer eyebrows. Creating a thicker, longer eyebrow will create a much better arch and open your eyes way more than a thin eyebrow.”



Emma-Jane: “Begin by studying your face and asking yourself ‘Why do I want to contour’ instead.”

What to do: “When you first start contouring, you need to take the time to really look at your features. Looking at a picture of yourself provides a more accurate depiction than looking in a mirror in my experience. Use Instagram as a source for studying how to use products correctly because otherwise, you could end up with a result that’s the total opposite to what you want to achieve. It’s important to set an intention – as a general rule, light colours will enhance and dark ones will minimise and when used together, they can create a 3D effect.”


Used by official HD Brows Stylists, Powder Foundation Pro Palette was originally designed to disguise redness following hair removal. Each powder is enriched with aloe-leaf extract to soothe and calm the skin. Since then, it’s become a must have palette for make up artists who love having all shades of our matte powders in one place which makes contouring a dream. Breathable and buildable, this is the perfect one-palette-fits all powder foundation solution.



Emma-Jane: “Try contouring with a highlighting pencil.”

What to do: “We have a Brow Highlighter which, when used to outline and contour the lips, gives the illusion of a fuller and lifted lip. First, use a darker cream contour or powder to create a shadow underneath the lip line (you can also create an ombre lip with a lip pencil too) and then apply the highlighter in the middle of lips and the corners of the mouth to lift the edges. You can also use it to lift the eyes too.”

Star product: HD Brows Brow Highlighter Pencil



Emma-Jane: “Don’t be afraid to experiment.”

What to do: “I think women feel intimidated when it comes to makeup and so I always say this to them – ‘It’s just makeup.’ If you don’t like it, you can remove it and start again. Pick a day when you don’t have anything to do and experiment with some looks.

“Instagram and YouTube are great sources, you can watch all kinds of makeup application and be inspired. I’d recommend following someone who likes the same things as you do and looks a little like you too because if you follow someone who has a different eye or face shape, it’s hard to learn from them. Now Instagram has everything you could want. We do a lot of Instagram Stories and they’re really popular because they teach you not only how to apply the products, but how to use them most efficiently.”

Star products: HD Brows Eyeshadow Palette

Do lash serums really work?

Before you book your next lash extension session consider using lash serum because they actually do work.

There is a lot of talk online about different serums and the results you might get. They are difficult to decipher, but if they have the active ingredient that encourages growth they will work.

There is a catch though, this is what you need to know before you invest in one.

Here is the thing about lash serums, for the most part they are simple lash conditioners, they will moisturise and nourish hair.

Over time your lashes may well look stronger and longer from using them, but they are pretty much like conditioning the hair on your scalp, not much else is going on.

Lash serum that actually helps lashes grow thicker and longer all have an ingredient called Prostaglandin (like the one below), here’s how it works.

Prostaglandin was a part of medication for glaucoma patients originally, patients reported fuller, longer lashes after using it.

It was then used by a lash serum company along the lash line, and resulted in longer and denser lashes.

Because there are issues around the serums with this ingredient, there is a risk of stimulation of pigment in the eyes or eyelids. For this reason many serums are prescription only.  Of the brands you can buy online or in beauty salons, these contain a variant of a prostaglandin so no prescription is needed.

So they do work, but there is a catch. It’s straightforward enough, lash serums can take a while to show results, anywhere up from several weeks to months.

This is related to the rate of growth of the lash, the serum is applied at root level and the lash grows from there.

And the other thing is that you must continue using serum to maintain results, stop and your lashes will grow how they used to. That said, when you know you have to make a commitment at least you know you will get the results you hoped for.


Nouveau Lashes ‘Lash & Brow Conditioning Serum

The ultimate conditioner for lash and brows, Nouveau Lashes Lash & Brow Conditioning Serum 8ml contains a blend of multi-vitamins and anti-oxidants to protect your brows and lashes from everyday pollutants. Use daily for an instantly conditioned, fuller looking appearance, and underneath mascara as a primer. Suitable for both lash extensions and natural lashes, it’s the perfect aftercare item for our LVL treatment. The hypoallergenic formulation is gentle on even the most sensitive eyes.

RRP: £19.99
Trade Price: £8.99


To order Nouveau Lashes ‘Lash & Brow Conditioning Serum call +4428 4175 3900 or email stephanie@thebeautyschool.co.uk

Fake tan and ‘guyliner’ helped me dance the tango

Fake tan and ‘guyliner’ helped me dance the tango, says Graeme Swann. The former cricketer says it was his favourite performance of the series so far.

Strictly Come Dancing contestant Graeme Swann has said wearing eyeliner and fake tan helped him get into character for his performance on last week’s show.

The former cricketer danced the tango with partner Oti Mabuse to Roxanne by The Police on Saturday’s programme.

The pair’s rendition led head judge Shirley Ballas to dub Swann the “tango man”, before awarding him a score of eight out of 10.

She said: “This is a brand new style and I’m so delighted you got it. I felt you delved deep today. I felt like you were not only doing it for yourself, but family and loved ones.”

Appearing on BBC Two spin-off show It Takes Two on Thursday, Swann said wearing an “all over” fake tan had helped make it his favourite performance.

He said: “It was my favourite week of the whole show so far, it really was.

“I thought topping Spiderman (the pair’s Charleston) would be impossible but getting into character, with that deep a fake tan on – it was all over fake tan, by the way – was amazing.

“I loved getting into character. It was a routine I didn’t think I could do until about 10 on Friday night.”

Swann and Mabuse were awarded a cumulative total of 24 out of a possible 40 points by the four judges.

When asked by It Takes Two host Zoe Ball what kind of spray tan he had used, Swann joked: “Triple Venetian double dip, or something.”

Ball then asked whether wearing what she described as “guyliner” had also helped his performance.

He said: “It did. The make-up room gets so busy that I was out in the corridor and they put all the face on and I said: ‘I’m not being funny but I know the tango and pasodoble normally have a bit of eyeliner.’

“I was just seeing whether I should, and the girl went in to see Lisa and came out with a big smile on her face saying yeah.

“I thought that Oti would say ‘take it off you look like an idiot’, but she said: ‘Yeah, you look really handsome.’”

Mabuse replied: “When he came in with an open shirt and that was when I said no, do that up.”

The pair also told Ball that Swann has learned the moonwalk dance move in preparation for the pair’s Halloween themed cha cha cha.

The pair will dance to Michael Jackson’s Thriller on Saturday night’s show.

Alexandra from Love Island is an MUA & these are her best tips

Alexandra from Love Island is an MUA & these are her best tips, including the weird undereye bag trick she swears by…

Whether you thought Laura was the real MVP of Love Island, or that Jack and Dani’s landslide win was well deserved, we’ve got to say, we think our real-life BFF would actually be Alexandra.

Did you notice how whenever any of the girls had a big date or night out in the villa, she would use her makeup artist skills to transform them into absolute goddesses? Now that’s a good friend to have around.

GLAMOUR recently caught up with the stunning brunette to chat about her favourite products, teen makeup mistakes, and the weird trick she uses to banish undereye bags…

Before heading into the villa on her search for love, Alexandra spent the past four years working as a full-time as a makeup artist. A career choice that was spurred by an accident…

“I actually used to be a ballroom dancer, and I got injured and I had to have surgery on my knee, which kind of put me out of dancing”, says Alexandra.

“And by that point I hadn’t gone to university, and I knew I wanted to stay in the creative field, so I thought ‘well what do I love the most and what am I good at?’, so I went on to do a makeup course and haven’t looked back since.”

Despite her on-screen success, when asked if makeup artistry is the career she’ll continue to pursue, her answer was an ‘absolutely, yes’.

And with career highlights like creating looks backstage at Paris Fashion Week – “the couture shows were amazing!”, working with Rick Astley – “never gonna give you up, never gonna let you down“, we don’t blame her.

Alexandra admits she was probably the one who took the longest to get ready on Love Island, but during the day this would only be ten minutes or so, as the girls didn’t wear much makeup.

“I would cleanse my face, put on a tinted moisturiser and my classic, pink Vaseline, and maybe pluck out any stray hairs underneath my eyebrows.”

A morning routine very different to her teen days when she ‘had the thinnest eyebrows ever, wore Dream Matte Mousse all over my face and way too much powder’.

And when it comes to beating under-eye bags, her surprising secret is using haemorrhoid cream, Anusol.

“It helps the blood flow and soothes as well as moisturises the skin”, she says.

Best makeup tips

Not only is Alexandra amazing at doing her own makeup, but we sussed out a few of her clients and damn sis, check this out:

So of course, we stole her top 3 makeup tips:

  1. Apply powder on your t-zone area first and then lightly dust everywhere else so you don’t end up looking too cakey.
  2. Apply your eyebrow products on the end of your brows first, then use the excess product on the front of your brows, to achieve that feathered look and keep the heaviest bit of product on the tail.
  3. I apply highlighter on my Cupid’s Bow and just the centre of my bottom lip to make them look a bit fuller.


Click here for HD Makeup Essentials (1 Day Course) training dates, or contact us for more information on this course.

Everything you need to know about lip liner

We’re here to sing the praises of lip liner — because it really is necessary. Annnnd HD Brows have just launched a new line of lip liners (see what we did there!) called Lip Defines.

Over the past several years it seems the notion that lip liner is outdated is well…outdated. In case you’ve been avoiding this little wonder for your lips, let us fill you in on what you’ve been missing. Because lip liner can do magical things.

Lip liner adds definition to the lips

Who doesn’t want full, defined lips? Lip liner is the ticket to the perfect cupid’s bow. We find that pairing your lip pencil with a lighter, highlight pencil will keep the lip line clean and can create lift and definition to the lip. (This trick works wonders on thin upper lips.)

Apply the lighter pencil in bow of the lip, right above your lip liner shade to lift and highlight that area. And when gravity takes a toll we start to see the corner of our lips turn down, use the lighter pencil or concealer to highlight those corners creating a lifted and sculpted look. Try HD Brows Highlighter and Lip Defines.  

Lip liner prolongs the wear of any lip colour.

Applying lip liner before your lipstick or lip gloss helps prevent the colour from bleeding or feathering–making it a dream for dark lipstick lovers. We suggest using lip liner as a base. Simply lining and filling in your lips with a pencil will give your lip colour something to adhere to, thus increasing its staying power. If all that lip liner seems a little daunting, start with a clear lip pencil. Clear pencils do the same job as all the other shades.  

Even the lipstick averse can appreciate lip liner.

Lip liner is not just for the red lip loving set. Even if you’re not a big lip wearer, you can still benefit from lip liner. Pick a nude shade that is close to your natural lip colour and lightly trace the natural lip line to define the shape. Buff out the edges into the centre of the lip with a brush and layer with a clear gloss. We love HD Brows Lip Defines in Nude. It’s the no muss no fuss solution to a pretty pout.  

The right application makes a big difference.

For a smooth gliding application and a fluid line, we recommend prepping lips with a light lip balm before applying lip liner. Part your lips slightly (this will keep your lips closest to their natural shape) and apply the liner using light, short strokes. Always follow your natural lip shape–overdrawn lips are not a good look. If you start to draw the pencil across your lips and it tugs the skin, then the pencil is too hard. Try sharpening the pencil and warming the point between your thumb and index finger to soften it.  

Have we converted you into a lip liner lover? Tell us.

Orders can be placed via phone call or emailing orders@thebeautyschool.co.uk Dismiss