Tucked away on the banks of the Hunter River in the NSW town of Singleton is a beautiful salon that delivers exceptional customer service, outstanding treatments and top-tier marketing! Opening its doors just two and a half years ago, Kyra Webster’s Indulgence Salon & Spa began life as a sole operator business before expanding into the building next door and becoming what is now a team of eight therapists!
Indulgence Salon & Spa have found the perfect balance between salon, day spa and clinic – offering beauty services like mani, pedis and waxing alongside a full day spa menu that includes massage and body treatments. They also offer an injectables service through a talented Sydney-based injector who works out of the salon once a month.
Designing the space from scratch meant Kyra was able to build eight treatment rooms – including a couples retreat room complete with an oversized bath tub – and in June the salon launched their float therapy room with a sensory deprivation pod containing over half a tonne of the highest-quality magnesium salt. Kyra made the move after recognising a shift within the industry towards holistic, alternative therapies, and the introduction of float therapy has proven popular with men as well as women – increasing their male clientele by over 200%!
Initially just a Youngblood stockist, Kyra was inspired to take on additional PBS brands after attending the 2019 PBS Skin Summit, and the salon now stocks Image Skincare, Sunescape, Pure Fiji and Wotnot, and are hoping to bring on a Dermalux unit in the near future. “I fell in love with PBS at Skin Summit,” says Kyra.
Why PBS?
“After attending the Skin Summit earlier this year I was blown away with PBS as a company, says Kyra. “It was incredible to know that a company like PBS could genuinely care about supporting my small salon in a little town from regional NSW.”
The team at Indulgence Salon & Spa see PBS and their stockists as extended family – there to support each other and grow together – and Kyra loves not only the brands but the focus on business growth and development.
“I knew with the support PBS offers I could continue to grow my salon, and I was right!” she says. “In the last 12 months we’ve grown by a massive 465%!” Integral to the salon’s success is BDM Denise, who Kyra says is “absolutely incredible! We can’t thank her enough for her support! No matter how busy she is, she always finds the time for us, and she’s a big part of why we decided to continue growing with PBS.”
“Their brands, passion, and commitment to their salons was next-level incredible and convinced me to put my faith in them. Taking on Image Skincare has really been a turning point for us and after attending training in August the whole team fell in love with the products!. It’s been wonderful to have client after client come back and tell us how much they love their products and how great their skin has been since using them.”
EXCELLING AT CUSTOMER SERVICE
For the team at Indulgence, it’s all about the client’s journey. From the time they call to make an appointment to when they leave the salon after their treatment, the journey is professional, smooth and effortless.
“We strive to deliver an exceptional service to every single one of our clients every single time, and we believe it’s the little things that set us apart from our competition,” says Kyra. “It’s the smile that greets you on arrival, the luxurious robes you change into for your spa treatment, and that little bit of extra massage you get during your facial.”
The Indulgence team genuinely care about their clients, and whether it’s taking an interest in their personal life or just being a sympathetic ear, the girls know that forming personal bonds with each client means they’ll come back time after time.
Kyra also knows the importance of having educated therapists, which is why she invests so heavily in training for herself and her team. “Investing in training is one of the most important things you can do in business, because the more knowledgeable a therapist is, the better quality service they’ll be able to provide to the client,” Kyra says. “A good therapist can do a facial, but a great therapist can do a full consultation, suggest the right treatment program and educate a client on where to go from there.”
MARKETING MAESTROS
Kyra has really nailed it with the Indulgence Salon & Spa website – a beautifully designed site that’s visually appealing, easy to navigate and informative. The colour scheme and visual aesthetic is carried over to their social media platforms, which are a fabulous mix of before and afters, beauty tips, inspirational quotes, and product and treatment info.
To celebrate their expansion, Indulgence Salon & Spa held a VIP night where they offered clients Youngblood 4 Minute Makeovers and product and service specials, alongside a delicious selection of food and wine. A full-on couple of hours, it was well worth the effort to showcase the salon’s new facilities, as well as their huge range of treatments and products.
“We sold over $6,000 of product in two hours, so it was an incredible success! And it was a great opportunity for the girls to build their retailing skills.”
The salon does regular giveaways on Facebook as a way to get clients to try a new brand or product, and to give potential clients the opportunity to fall in love with their PBS brands before they even step foot in the salon. They also have a loyalty program that rewards clients with a free treatment after six visits, and with a dollar-amount discount after 12.
Kyra and the team rely heavily on MOAP resources every month to promote their products and services in-salon, across social media and in emails they send to their client database. While she knows how important marketing is, time isn’t always a luxury Kyra has, and MOAP makes marketing planning so quick and easy. “We love MOAP, and use the social media graphics, the posters and the EDMs,” she says. “All the hard work is done for you, and the quality of the content helps us keep our social channels looking consistent and professional.”
STAFF INCENTIVES
Kyra has recently implemented the PBS Staff Incentive program, as well as an in-house competition that she runs each quarter. A great opportunity for the girls to see how well they’re doing and be rewarded for their hard work, the program and competition keep the girls competitive with themselves as they strive to beat their numbers from the past month!
Congratulations to Kyra and the team at Indulgence Salon & Spa on the extremely deserving win! We love being a part of your journey and look forward to continuing to partner in your success in the years to come!
