July 23 is Gorgeous Grandma Day, and according
to AARP statistics, over 10,000 people turn 55 every day. That’s great news
for beauty and fitness professionals who want to foster a relationship with the
fastest growing adult demographic in the nation! Here’s how salon, spa, and
fitness businesses can build a relationship with older clients and ensure
you’re offering the services they need. Get ready for the Glam-mas!
Caring for Mature Hair
Your client isn’t the same person she was at age 25—neither
is her hair! Here’s how to guide your clients into their next hair care
regimen, and how to help them feel confident and beautiful from decade to
decade.
Bright Ideas
- Offer deep conditioning treatments and moisturizing shampoos to combat dryness and brittleness accompanying an aging scalp.
- Stock products with silk protein, a natural polymer used to tame coarse hair and strengthen brittle hair, two of the most common issues of mature hair.
- Recommend a weekly clarifying shampoo, such as Bumble & bumble’s Sunday Shampoo, to re-invigorate the scalp and remove build-up.
- Offer demi and semi-permanent hair color. Many clients will want to avoid going gray, but permanent color leaves a “stripe” at the root when new growth comes in. Suggest demi and semi-permanent color, which fades off and looks more natural between appointments.
- Keep silver products in stock! For your clients who opt to go gray, keep a variety of silver, purple, and blue-based products (such as the Matrix Brass Off line) to counteract the yellowish color gray hair can get from UV exposure.
- Stock alcohol-free products. Alcohol dries out hair, which can compound brittleness issues.
Love the Skin You’re
In
Instead of focusing on anti-aging, focus on helping clients
love the skin they’re in. Keep in mind, there’s no one-size-fits-all solution
for mature
skin, so have a range of options to zero in on specific issues. Here’s how
estheticians and spa professionals can give Gorgeous Grandmas great service.
Bright Ideas
- SPF is a non-negotiable! The ACS estimates 85-90% of skin cancer is caused by sun damage, and older people are most at-risk because skin gets more delicate as we mature.
- Offer exfoliation services. Removing dead skin cells helps restore radiance to the skin. Recommend an at-home exfoliation regimen between appointments.
- Stock shelves with mature clients in mind! Make sure you offer a variety of home-care products with ingredients suited to the needs of mature skin. Look for products containing vitamin C and B3, low-concentration alpha hydroxy acid (AHA), retinol, beta hydroxy acids (BHAs), hyaluronic acid, peptides, and pumpkin or papaya enzymes.
- Offer facial hair removal services. With age comes fuzz! Hormonal changes can cause a layer of downy hair on the face, as well as stray, wiry hairs in the chin and lip area. Threading, waxing, dermaplaning, and laser hair removal are options to address these issues.
Nail Care as You Age
According to industry publication NAILS, 26% of a nail tech’s client base is over age 46. Are you catering to their unique needs? The most common nail care issues in older clients include ridges and discoloration, brittle nails, splintered, dry cuticles, and changes in nail contour or thickness. Many nail conditions can be indicative of a deeper medical issue. That means as a nail tech serving an older client base, you’re not just pampering your clients. You’re also helping them identify issues that require follow-up with a medical professional.
Bright Ideas
- Start
with a consultation. Keep meticulous notes on medical conditions and
medications to provide the best services, personalized to their needs.
- Recommend
regular appointments to help keep their nails and feet in good condition.
- Protect
their nails. There are specially-formulated
nail polishes that include SPF in their formulation, but even a simple,
opaque color will protect the nail bed from UV damage.
- Use
antimicrobial cuticle oil to keep bacteria away. This is especially
important for pedicures, because nearly half of people
over age 65 suffer from foot-related fungal infections.
- Take them
for a dip! Paraffin dips, warm lotion, and electric mitts are rejuvenating,
rehydrating, and help clients with arthritis pain-relief-med. Bonus: paraffin dips
also ease the itch of dry skin!
Fitness After 50
There’s no age limit on fitness, it’s your clients’ direct
route to the Fountain of Youth! As an example, take Ernestine
Shepherd, who held the Guinness World Record for Oldest Competitive Female
Bodybuilder at age 80! Physical activity helps manage many chronic pain
conditions by keeping joints moving, improving strength and flexibility,
preventing muscle loss, and exercise is a proven
mood-lifter. Here’s how to make sure your fitness center serves the needs
of active seniors!
Bright Ideas
- Make sure
your fitness center is accessible. Ramps, hand rails, and accessible spaces
are important for members of all ages but can be the deciding factor for older
clients.
- Get
listed with AARP,
the International
Council on Active Aging (ICAA), and Silver Sneakers. Then make sure your
Vagaro Marketplace listing includes class
descriptions so new clients can find your fitness center and book classes
easily.
- Offer
Senior Memberships and discounts to encourage active seniors to explore your fitness
center programming.
- Create senior-oriented
classes. Go the extra mile to let your mature members know they’re welcome
with programming designed for them! Examples might include fitness classes
designed to manage arthritis, Parkinson’s, or MS, along with general senior
fitness routines.
- Get
accredited to work with mature clients! One way to stand out from the crowd
is to have staff trainers qualified to work with seniors through the American Senior Fitness
Association.
You Go, Grandma!
Gorgeous Grandma Day is an opportunity to evaluate your
engagement to your older clients and add new services catering to their
lifestyle and changing needs. Use
targeted email marketing to reach out to your older clients with a
Daily Deal made just for them. You can even use
Vagaro’s filters to automate emails to clients in a specific age bracket. Whether
you specialize in hair, skin, nails, fitness, or other personal care services, explore
intentional updates to your service menu to court a mature clientele. You’re poised
to build an enduring relationship with this fast-growing demographic and make
sure whatever decade they’re enjoying, they look and feel their best.
If you’re already a Vagaro professional, take a moment to ensure your listing mentions your senior programming and services! If you’re looking for a salon, spa or fitness center in your area that specializes in services and programs geared towards serving active seniors, use the Vagaro Marketplace to find the spot that’s right for you! Or use tag us on social media using #GorgeousGrandmaDay and tell us about how you serve your Glam-mas!
Header Image: @sarahpflugphoto via Burst
