Have you ever heard of the Pareto principle?

You might know it as it’s more common name, the 80/20 rule, which states that, for many events and scenarios, 80 percent of the effects come from 20 percent of the causes.

When it comes to the earning potential that solo aestheticians and spas possess, retail sales can absolutely be that 20 percent activity that contributes to a considerable proportion of your bottom line.

According to a career profile by the U.S. News and World Report, it’s stated that, “estheticians and skin care specialists made a median salary of $30,270 in 2016. The highest-paid 10 percent in the profession earned $59,780, while the lowest-paid earned $18,640 that year.”

You may be looking at those numbers and thinking that you’re happy hitting $30K per year, but almost $60K? That would be amazing!

Whatever is your version of success, by all means, celebrate it, but if you’re looking at $30K and want more, know that you don’t have to stop at $59,780 as your higher-earning cap.

We can do better.

In fact, with retail sales and the opportunities of the very lucrative skincare market in the U.S., we can do an extra figure better.

In this episode of Spa Marketing Made Easy, I’m breaking down dollar-for-dollar how retail sales can massively grow your business and expand your take-home pay as well as dispel the common objections and hang-ups I hear around retail sales.

Yes, retail sales requires selling, but it doesn’t need to be slimy or pushy.

Listen in, and I’ll help give you a mindset shift that can help you grow your business by leaps and bounds (and maybe a couple of zeros, too).

In this episode, you’ll learn:

• Why retail is the quickest and easiest way to boost income as an aesthetician
• How selling retail can increase your businesses bottom line (I’m pulling out the numbers and math skills)
• The entrepreneurial mindset shift you need to see the power that retail holds
• How the U.S. market presents one of the best opportunities in the world to sell retail, and my top tips for leveraging those opportunities

References Mentioned in Episode #030: Smashing The Most Common Spa Retail Sales Hang-Ups

• Learn more industry-specific statistical information on esthetician earnings on Statista
• Join the free Spa Marketing Made Easy community on Facebook
• Unlock my free trainings and business-building resources including my retail sales masterclass

Something I commonly see among aestheticians who have recently branched out to go solo or start their own spa is that they feel pulled in a million directions when it comes to their marketing.

Despite having tools, resources, and community, there’s still a piece that feels like it’s missing, and it’s this piece that would make everything click.

Well, there’s a name for that piece, and it’s called branding.


Without a strong brand as your foundation, your marketing efforts are going to feel hectic, cluttered, and ineffective.

That’s because your brand (despite what many think) is not your logo or your color palette. Your brand is the guiding force that drives everything you do in your business.

It’s the experience you provide, the deeper story and the collective experience you provide for your ideal clients.

And once you’ve drilled down on those core elements of your brand, it’s also the directional that drives the visual look and feel of how you show up in the world.

In today’s episode, I’m talking with branding expert, Chris Beltran, about how you can begin defining your personal brand so that you stand out from the crowd, compel and captivate your ideal clients, and have confidence in how you’re visually conveying your brand.

Beyond building the foundation that will help all your marketing efforts thrive, I think you’re going to have fun putting Chris’ knowledge into action with creating your brand’s mood board.

Don’t forget to share the results with me in the Spa Marketing Made Easy community!

In this episode, you’ll learn:

• What “branding” truly is, and how you can begin crafting your brand story and visual vibe
• How defining your brand sets you apart and benefits your business in the long-term
• Tips for translating the verbal and psychological aspects of your brand experience into the visual design elements you use in your marketing
• How using a tool like mood boards can help you remain consistent in your visuals and why that’s critical in building a strong brand

Resources Mentioned in Episode #026: Defining Your Spa’s Brand and Crafting Your Mood Board with Chris Beltran

• Connect with Chris and learn more about defining your brand through his website, on Facebook and on Instagram.
• Join Chris’ Brand Your Influence group where you can gain feedback, collaborate and get access to his free Visual Vibe guide and brand board template.
• Use Canva’s free mood board creator tool to get started visualizing your brand!

Join the free Spa Marketing Made Easy community and share your moodboard!

If there’s one thing I see across the aesthetic industry whether it’s solo aestheticians or spa owners with an established team, it’s that mindset and confidence is something 99.9% of us have dealt with, struggled with, or could currently improve upon.

And if you’re one to think mindset is “woo-woo” topic, think again, because as today’s guest, Dr. Shannon Irvine, explains, mindset is a matter of science.

Today we’re discussing how successful people think and apply their thoughts to their lives and businesses in a way that allows them to have more significant achievement in actualizing the vision they’ve set out to accomplish and how you can do the same.

Here’s more of what you’ll learn in this episode:

• The science behind how our thoughts impact our brain’s patterns and our resulting actions
• Why our brains are wired for efficiency and how we can use this knowledge to both break negative thought patterns and create new ones
• What to “feed” your brain daily to make your vision a reality
• How many of us get to a place of needing to retrain our brain and Dr. Shannon’s 4 “R” process to self-navigate the process of creating a mindset for success

click here join the free Aestheticians Connect community.

Click here to learn more about Dr. Shannon Irvine and her work.