The Esthetician's Guide to Retail (Without Feeling Like a Salesperson)

"Would you like to purchase the products I used today?"

You say it half-heartedly because you hate asking. It feels like selling. Like pushing. Like betraying the reason you got into this career.

But here's the thing: retail isn't selling.

It's completing the care you started in the treatment room.

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The Mindset Shift

What You Think Retail Is

• Pushing products people don't need
• Being salesy and aggressive
• Taking advantage of clients
• Caring more about money than skin

What Retail Actually Is

• Extending the results of your treatments
• Giving clients tools to maintain between visits
• Providing expert recommendations they can't get at Sephora
• Completing the care plan

If you give someone an amazing facial and then let them go home to use products that undo your work, you've only done half your job.

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The Permission Reframe

Clients want your recommendations. They just don't want to feel pressured.

Survey data:

• 78% of spa clients WANT product recommendations from their esthetician
• 89% trust their esthetician's advice over store employees
• But only 23% of estheticians feel comfortable recommending

You're not imposing. You're providing expertise they literally came for.

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The Consultation is Everything

Retail doesn't happen at checkout. It happens at consultation.

Ask These Questions First

• "Walk me through your current routine—morning and night."
• "What products are you using right now?"
• "What's frustrating you about your skin?"
• "What have you tried that didn't work?"

Now you understand what they need. And they've told you their gaps.

Listen for Buying Signals

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During the Treatment

This is where education happens naturally.

The "Did You Feel That?" Technique

When you apply a product:

"Did you feel that tingle? That's the [ingredient] starting to work. This is actually the same serum I have on the shelf—it's what I'd recommend for the hyperpigmentation you mentioned."

You're not selling. You're teaching.

The "This is What I'm Using" Narration

Throughout the facial, narrate:

"I'm applying our vitamin C serum now. Your skin is really drinking it up—this is what helps with the brightness issue you mentioned."

By the end, they know exactly what touched their skin and why.

The Product Lineup

Set out the products you use, visible to the client.

When they leave, they'll remember seeing them. Makes the conversation natural.

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At Checkout (The Soft Close)

This doesn't need to be a pitch. It's a professional recommendation.

The One-Product Recommendation

Don't overwhelm. Pick ONE product that will make the biggest difference.

"Based on what we worked on today, if you were going to add one thing to your routine, it would be [product]. This is going to help maintain [specific result] between appointments."

One product. Specific reason. Clear benefit.

The Two-Option Choice

If you sense they're interested in more:

"For what we're trying to achieve, you could either start with just the serum, or pair it with the night cream for faster results. Which feels right for you?"

Choice, not pressure.

The "Not Today" Permission

Always give an out:

"No pressure at all—I just wanted you to know what would help. If you want to think about it, I can write down what I'd recommend."

This removes pressure AND gives them a takeaway to consider.

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Scripts That Work

For the Client Who Already Uses High-End

"I can tell you're already using good stuff. The one thing I'd add is [product]—it's going to work with what you have and fill the gap I noticed with [issue]."

For the Client Who Uses Drugstore

"There's nothing wrong with your cleanser, honestly. But for the [specific concern], you're going to need something with [ingredient] at a therapeutic level. This is what I'd swap out."

For the Client Who Uses Nothing

"I'm going to keep this simple for you—just two products to start. Cleanser at night, moisturizer with SPF in the morning. That's it. Let's build from there."

For the Client Who Asks Your Opinion

"Since you're asking—yes, I'd absolutely recommend [product]. I use it on almost every client with your skin type because [specific reason]."

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What NOT to Do

Don't Overwhelm

"You need a new cleanser, toner, two serums, moisturizer, eye cream, and SPF."

$400 recommendation = $0 sale.

Start with one. Build over time.

Don't Be Vague

"This is a really good serum."

Good for what? Why? What will it do for THEM?

Don't Push

If they say no or seem uncomfortable, stop.

"No problem at all. If you change your mind, just let me know."

Your relationship is more valuable than any product sale.

Don't Recommend What You Don't Believe In

If a product is meh, don't recommend it. Your clients trust you. Honor that.

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The Business Case

Retail Math for Estheticians

At 40-50% margin, $2,500 in retail = $1,000-1,250 profit.

That's an extra $12,000-15,000/year.

The Retention Effect

Clients who buy retail:

• Return 30% more often
• Spend more per visit
• Refer more friends
• See better results (and credit you)

Retail isn't separate from service. It amplifies it.

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Building Your Retail Selection

Keep It Focused

You don't need 50 products. You need:

• 2-3 cleansers (different skin types)
• 2-3 moisturizers
• 2-3 serums (vitamin C, retinol, hyaluronic acid)
• 1-2 SPFs
• 1-2 specialty items (eye cream, mask)

15-ish products that cover 90% of needs.

Choose Products You Believe In

• Use them yourself
• See results on clients
• Understand the ingredients
• Can explain why they work

Your enthusiasm matters. Authenticity sells.

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It's Care, Not Commerce

Every time a client walks out with products that help their skin, you've extended your care beyond the treatment room.

That's not being a salesperson.

That's being a complete esthetician.

👉 Vinci 26 helps estheticians build client relationships, track product recommendations, and grow their business—on their own terms.

Build something that's truly yours.