Industry • Best Practice
How to Increase Your Skin Care Business Profit Margins
Oct.19,2023By Boulevard Staff
The right skin care business opportunity can make a healthy profit with market research, product differentiation, and a few tricks of the trade
Is the skin care business profitable? As medspas become more and more commonplace, entrepreneurs across the United States are considering their options for getting in on the skin care industry. The good news is skin care is booming. Revenue in the sector hit $21.09 billion in 2023. But maximizing the returns on a skin care business opportunity takes careful research and some insider tricks. This guide will help you drive up your skincare profit margins.
What affects skincare profit margins?
There are two crucial factors beyond your control that will affect the profitability of your skin care business opportunity. The first is the demand for skin care products and services in your chosen market. Major metro areas like New York City and Philadelphia often overflow with demand, but you may need to probe a little to find it in smaller locales. As a general rule, greater demand often translates to healthier profit margins because it lets you charge more at your business.
But there’s a tradeoff. Where there’s high demand, there’s often stiff competition. (That’s the second factor beyond your control.) Several similar businesses operating in the same market can cut into one another’s profits by fighting over the same fixed amount of demand. That can force each to lower prices in order to stay competitive with the others, often resulting in slimmer profit margins.
Before investing in a skin care business opportunity, consider performing market research to find out how much demand exists, how many other businesses are offering similar services, and what each charges for the services it offers.
This map of the medspa landscape will help you decide not just whether or not to open your own business but also what to charge when you do. Other factors to consider include your target audience, how the cost of living relates to that audience’s average salary, and what kind of experience you hope to provide. If you’re aiming for a no-frills, functional in-store experience, you may be able to attract clients with prices below your competitors’. On the other hand, leaning into luxury and the menu prices that entails may better suit the clientele you’re after. Whichever direction you choose, try to keep your prices within 20% of the norm in your market. Doing so will help ensure that when people ask you, “Is the skin care business profitable?” you can answer with a smile.
How to optimize skincare profit margins
The first step you can take toward healthier profit margins is to find what makes your business unique and dig in. Not every medspa can offer every client experience, let alone every service. There will likely be services, procedures, and products you can’t put on your menu for any number of reasons. Maybe you lack the tools or the experience; maybe the overhead would put too much pressure on your bottom line; maybe a competitor has too much of a headstart on the market. Don’t worry. Sometimes, limitations can be freeing.
Rather than force your square peg through that round hole, look for the square hole. Maybe your injectionist is the best in the state. Maybe no competitors are offering exosome therapy. Maybe no one has pounced on skin care directed specifically at male clients. Finding this niche will help you differentiate what you do from the competition, solidify your brand, and empower you to tailor your offerings to a specific market loyal to your business.
The modern era of commerce thrives on personalization. Research shows that 71% of consumers expect personalized interactions with businesses, and 75% feel frustrated when that expectation isn’t met. But these raised expectations aren’t all bad: Brick-and-mortar businesses can see a revenue bump of 10-20% if they incorporate personalization effectively.
What does personalization look like for skin care businesses? Well, it starts by understanding client desires. When they come in for treatment, providers can ask clients about what kinds of skin care issues they’re facing. They can then leverage their expertise to recommend products and services that will specifically address those issues. That makes clients feel understood and cared for. It also makes them that much more likely to add items and procedures to their bills that ultimately get them looking and feeling their best.
Appointments aren’t the only time you can collect client information. With the right booking software, you’ll be able to ask for key client info and then automatically store it in a client profile. You can then use that information, along with each client’s booking history, to recommend additional products and services during the booking process.
Personalization also plays a part in marketing — especially email marketing, which remains the king of marketing ROI. For every $1 invested in email marketing, businesses see around $54 in return. More than a quarter of all clients (27%) will visit your website after opening an email from you. Another 9% will visit your social media pages, and 12% will visit your physical location.
But who has the time to write bespoke marketing emails, choose which clients to target with each email, personalize each message, review the results of each campaign, and then refine their strategy for maximum effect over time? Nobody… except for robots.
Email marketing software can provide myriad email templates you can tweak for your business, and then the software can take it from there. It will target specific client segments based on demographics, purchase habits, and more, nurture each with pre-defined email journeys, monitor key performance indicators such as open and clickthrough rates, and continually refine your campaigns based on that data. The result is more revenue for less work, freeing you up to improve your business in other ways.
So is the skin care business profitable? It certainly can be. But don’t take our word for it — incorporate these strategies at your medspa and see for yourself.