Let me start this newsletter by very clearly stating that this is in no way, shape or form written to be negative or judgmental. I support our industry and estheticians 100%.

I am taking the time to write this because I gained a new business awareness the day I walked in to the European Wax Center, and thought I would share it with you – my fellow esthies!

Ok… I will freely admit when I saw that a European Wax Center was opening in my hood my 1st thought was, “Oh, Crap! I can’t compete with their pricing! I am going to have to get creative and make some changes in my biz marketing.”

Well, they (EWC) have been open for a few months now and it really hasn’t affected my biz at all. Yesterday I was able to wrap my head around why.

I went into the EWC because it was located by the grocery store and I figured I would quickly get my legs waxed before vacation.

When entering the center I was greeted in such a warm friendly way and was surprised to see one of the estheticians was actually cleaning the (already spotless) waiting room. As a spa owner I must say I was impressed with this gal (but this is a whole other newsletter)!

I just wanted one strip on the upper back of my legs waxed, not an entire ½ leg wax. This was not an option. I had to invest in the full upper leg wax or nothing at all. They did offer me a full brazilian for $21.00, but they couldn’t customize a waxing service to fit my specific needs.

See, this is where I had my “ah ha” moment…

The beauty of our industry (no pun intended)… is that there is someone for everyone and you will attract a specific type of client.

Being a spa owner and a working solo-esthetician I have the ability (and I extend this ability to my commissioned gals) to work with clients and customize treatments for them.

Flexibility is a value and a benefit that I can offer that many others can’t.

Ah ha – This is where I can fit a specific need and attract clients to my type of biz. This is what makes me different even if I can’t cut my pricing to match others.

Here’s what I gained from popping into the EWC:

1. A reminder that there is enough business for everyone. This was a message that my esthetics teacher shared many times throughout my 600-hour esthy training, and these are inspiring words I think of often.
2. A reminder that my time is better served focusing on how I can improve my business and not focusing on what my competition is doing.
3. A reminder that most people you think are your competition, are not.
4. A reminder that the spot with the lowest pricing doesn’t win everyone’s business.
5. A reminder of how very important a smile and a warm greeting are to create an amazing first impression. Thank you Ms. Receptionist at EWC, for this one.