In a world brimming with beauty products, differentiating yourself is a challenge

In a world brimming with beauty products, differentiating yourself is a challenge. For me, it was about asking myself what’s important to my clients, followed by: how do I want people to perceive my company, The Lash Gallery and me?

We experience different types of services from various companies. Whether you’re getting a manicure or pedicure, or receiving service when ordering food at a restaurant, it all boils down to how you feel when you are done. You will begin to pick and choose what works for you and what doesn’t, and you might reflect on what could have been done to improve the process. Knowing what’s important to you and for your clients is the foundation that cultivates your brand.

It seems like products are being commoditized everywhere. Specifically in the lash industry, services are being imitated and beginning to look similar as a result of traditional barriers collapsing. You can’t survive on “me-too” products, services, and providing your clients with the same look. That approach will fail you every time. 

Stay clear of the assembly line if you can, because it’s about the customized experience. To sustain a competitive advantage in today’s oversaturated industry, I chose to make certain changes to break from the pack. This entails taking clients far beyond mere satisfaction. My compelling creative style keeps The Lash Gallery far ahead, while capturing the essence of enhanced beauty. That’s how I’ve set myself apart in the competitive beauty industry.

Then of course it’s my passion, not losing sight of what always seems to draw me towards achieving greatness. I knew creativity and knowing the facts should be the focus.  Creating not only means creating things, it’s about innovating yourself, and that’s where I believe it needs to start.

Breaking from the pack wasn’t about recreating the wheel; it was about adapting to the change without losing sight of my craftsmanship. Being a Double Advanced Certified Xtreme Lash Stylist for 10 years and currently among the 300 Certified PhiBrows (Microblading) artists in the United States, I find it imperative to continue to look for the latest trends in the beauty industry. Most importantly, never stop investing in yourself; take more classes, find the best academies or trade companies in your industry and dedicate your time to growing. It’s important to cultivate what you’ve learned and master it.

Clients appreciate you making the effort to customize their look, offering them a design that contributes to their beauty, not take away from it. Take the time to understand design and theory and other services that help you stand apart and incorporate that with your knowledge. Focus on all of those things because your work is the art piece being displayed in the public. Be the expert and devote the energy because people will recall the quality you consistently deliver.

Lastly, get involved with the ongoing fast pace of convenience, which means embracing technology. To stay relevant, companies today must integrate technology into its overall growth strategy. Be able to gain a deeper understanding of the market trends, customer behavior, and the overall performance of your business, which will give you a competitive edge over other competitors in your industry. Having the right information on hand can empower you to work smarter, analyze data, and make changes where needed. This will foster productive discussion, which leads to empowerment and information sharing. This contributes largely to greater motivation and productivity, ensuring your clients and customers that your company is consistently challenged to do their very best while dominating their industry.