Is The Lash Industry Fading Away?

What Every Lash Technician Wants To Know | London Lash's Perspective

Recently, there’s been quite a bit of chatter about the lash industry, particularly, some concerns circulating on social media about whether the lash industry is on the decline. Let’s get straight to the point: the lash industry isn’t dying. It is, however, evolving, and that’s the focus of our discussion today.

What's Really Happening In The Lash Industry?

Yes, the demand for lash treatments has had its ups and downs, which is pretty typical for any beauty trend. Especially here in Australia, we’ve seen a noticeable surge in new lash brands and technicians, driven largely by the influencer culture. Nowadays, lash treatments are being marketed more as a ‘luxury service,’ which makes sense because they’re not essential, they’re a beauty treatment that offers a touch of luxury and enhances a client's appearance. However, some clients have reported dissatisfaction with the quality of their treatments and are exploring other options.

Alongside traditional lash extensions, there’s been a rise in popularity for alternatives like lash lifts, cluster lashes, and lash serums. This shift could be linked to the 'clean girl aesthetic' or the economic changes post-pandemic. It’s understandable, these alternatives are often more budget friendly and easier for clients to manage at home. Nevertheless, there’s always a group of clients who will stick with eyelash extensions for their effortless glamour and because they fit seamlessly into their beauty routines and monthly budgets. 

Why It's A Great Time For Lash Treatments

Right now is an excellent time for lash treatments, thanks to significant advancements in products, technology, and education. With these advancements, Lash Technicians today can offer better and safer lash extensions than ever before! These innovations mean lash extensions can be completely customised to suit each client’s unique look and preferences, something that was much harder to achieve in the past. We’ve all heard the horror stories about stickies, natural lashes being damaged by extensions, or lash styles not suiting clients at all. These issues aren’t due to the treatment itself but are down to the quality of training and products available to Lash Technicians.

How To Market Your Lash Business In This Changing Industry

So, is there a chance for you to capitalise on this evolving landscape? Absolutely. Navigating a market that feels like it’s shifting can be challenging, but it’s also full of opportunities. The key to thriving in what some might call a 'dying' industry lies in effective marketing and highlighting the unique value of lash extension services. Here are some strategies to help your lash business stand out:

• Emphasise Luxury and Customisation: Highlight the luxurious aspect of lash services. Educate both potential and existing clients about the bespoke nature of your services, which are far superior to any off-the-shelf solutions. Make sure your clients understand that what you offer goes beyond the basics—your services are luxurious, personalised experiences that can’t be replicated by DIY lash kits. Also, stress that lash extensions are not just about enhancing beauty but are a low-maintenance part of many people's essential beauty routines.
• Leverage Testimonials and Social Proof: Nothing is more persuasive than happy clients. Showcase client testimonials, before-and-after photos, and detailed reviews. This not only builds trust but also visually demonstrates the quality of your work. Clients want to know that your prices reflect the quality of work, and this is a great way to convey that message.
• Educate Your Audience: Share content that educates potential clients about advancements in lash technology and the benefits of professional lash extensions compared to DIY solutions. This can include blog posts, fun reels, or live demonstrations on social media. Just get the information out there!
• Offer Tailored Experiences: Stand out by offering customised lash sets designed to complement individual client features. It’s important to promote this aspect of your services, especially since not all Lash Technicians do! Let clients know you can create lash sets that are uniquely theirs, unlike anything they’d find with strip or cluster lashes.
• Focus on Client Retention: We always stress this, but it’s crucial to engage with your existing clients through loyalty programs, regular follow-ups, and personalised offers. A happy client not only returns but also brings friends!
• Offer Alternative Treatments: With the rise of other lash treatments like lash lifts or gel nails, why not offer them? If you’re trained in various treatments, now is a great time to provide them to clients who might be moving away from lash extensions. Stay on-trend too—if you see a lash style trending and want to try it, go for it!

Industry Insights

From the conversations among Lash Technicians online, it’s clear: those who adapt are those who succeed. One tech shared, "The lash industry isn’t dying; the quality of work is. We’re seeing fallout from those who tried to make a quick buck without focusing on the craft.” Another noted, “As artists, we need to remember that we are offering an experience, a luxury service tailored specifically towards each one of our clients. I have a fully booked week because I offer custom lash sets created for my clients' features!” We’ve been listening! People want something special, not just standard looks they can get anywhere else. So as Lash Technicians, maintaining high standards and professional integrity is key.

So, is the lash industry dying? Absolutely not. It’s evolving and growing, and those who are ready to adapt and innovate are seeing the benefits. For Lash Technicians, focusing on quality, customisable sets, client experience, and your marketing efforts will not only sustain but also grow your client base. Keep up the great work, embrace these changes, and let your business thrive in this dynamic landscape.