Customer behaviour in aesthetics

Reena Sandhu explores trends, insights and strategies for growth

Understanding customer behaviour is not just a factor, but a pivotal aspect of success in the aesthetics sector. As the popularity and diversity of aesthetic treatments continue to rise, practitioners must delve into what drives customers to choose one clinic over another, what influences their decision-making process, and how they perceive value in aesthetic services. This knowledge is not just about enhancing marketing strategies; it’s about creating long-term relationships, fostering loyalty, and driving sustainable growth. By understanding these dynamics, aesthetics professionals can tailor their services, marketing, and customer interactions to better meet client needs, build loyalty, and drive growth.

THE EVOLVING AESTHETIC CUSTOMER: FROM PASSIVE TO PROACTIVE

Today’s aesthetic customer is well-informed, selective, and empowered. The shift in consumer dynamics, primarily fuelled by the rise of social media, online reviews, and digital communities, has created a client base that arrives at clinics with specific expectations. They are often knowledgeable about treatments, technologies, and anticipated outcomes, having formed impressions shaped by influencers, online communities, and peer reviews. This transformation has led to a more discerning clientele prioritising quality results and increasingly seeking a holistic experience tailored to their goals.

This evolution also marks a departure from the one-off treatment model to long-term aesthetic planning. Clients are less interested in sporadic treatments and prefer a comprehensive, tailored approach that aligns with their broader lifestyle and self-image. This evolving mindset allows clinics to transcend transactional relationships and establish ongoing client partnerships, providing a roadmap for repeat engagement and brand loyalty.

KEY DRIVERS IN CUSTOMER DECISION-MAKING

Understanding the factors influencing customer choices is vital for any aesthetic practice looking to stand out in a competitive market. Three primary areas consistently emerge as critical factors:

1. Trust and credibility: Trust remains the cornerstone of aesthetic relationships between client-practitioners. Building this trust goes beyond credentials; it encompasses a practitioner’s reputation, ethical standards, and commitment to patient safety. Trust is often solidified through online reviews, word-of-mouth referrals, and visible industry certifications, all contributing to a clinic’s credibility. Customers want assurance that their chosen practitioner possesses the skill and ethical compass to prioritise their safety and well-being.

2. Personalisation and communication: Today’s aesthetic customers value bespoke care that reflects their individuality. Clients expect that their concerns will be attentively heard, and their goals understood. Effective communication is crucial from initial consultations through follow-up appointments and practices that take the time to actively listen, design personalised treatment plans, and communicate post-treatment care to build lasting relationships. Clinics can amplify this approach by maintaining open communication channels, offering thorough consultations, and ensuring clients actively participate in their aesthetic journey.

3. Transparency and perceived value: Cost transparency is a sensitive yet crucial aspect of the aesthetics sector. Clients want to feel they are receiving value for the investments they make. Pricing clarity and education around treatment quality, technology, and practitioner expertise can significantly impact perceived value. Open, informative discussions around expected outcomes, risks, and value-added benefits foster trust and justify premium pricing for quality services. Practices that communicate this transparently empower clients to make informed, confident decisions.

THE DIGITAL ECOSYSTEM: CRAFTING A COMPELLING ONLINE PRESENCE

In an age where nearly every customer journey begins online, a robust digital presence is not just important, but indispensable in the aesthetics industry. Prospective clients often start their search for treatments through Google searches, social media channels, and review platforms. Clinics that invest in a professional, user-friendly website and engage actively on social media platforms have a competitive edge. A well-designed website that provides detailed information about services, including before-and-after galleries, and hosts authentic customer testimonials can significantly sway potential clients in favour of a clinic.

In the form of online reviews, social proof plays a pivotal role in establishing trust. Positive reviews on Google, Trust Pilot, Yelp, and RealSelf enhance credibility and influence new clients’ decision-making. Conversely, negative reviews can deter potential clients. Clinics can build their reputation by engaging with customers online, responding to feedback, and demonstrating accountability. Maintaining a visible, positive digital footprint isn’t just about attracting new clients; it’s also about reinforcing loyalty among existing ones.

HARNESSING SOCIAL MEDIA AND INFLUENCERS

Social media has given rise to a new breed of aesthetics customers, who are exposed to the latest trends and constantly compare options. For clinics, leveraging platforms like Instagram and TikTok offers a direct line to potential clients, especially when highlighting treatment results, behind-the-scenes clinic content, and client testimonials. Partnering with reputable influencers can amplify a clinic’s reach but ensuring that such collaborations align with the clinic’s brand and values is essential. Carefully chosen partnerships can increase visibility and lend credibility, appealing to clients who regard influencer endorsements as a mark of quality.

THE IMPORTANCE OF EXCEPTIONAL CUSTOMER EXPERIENCE

In a saturated market where, numerous clinics offer similar services, exceptional customer experience becomes the ultimate differentiator. From the initial consultation to post-treatment follow-ups, every client touchpoint is an opportunity to reinforce quality, professionalism, and care. Clinics can enhance the experience through simple, thoughtful touches, personalised greetings, ensuring comfort during treatments, and sending post-treatment care packages, for instance, can significantly elevate the client experience.

Furthermore, loyalty programs and exclusive offers for returning clients foster repeat visits and help build a loyal client base. Post-treatment follow-up calls or emails show clients that their well-being is a priority, adding a personal touch that can lead to referrals and repeat business. When clients feel genuinely valued, they are more likely to spread positive word-of-mouth, strengthening the clinic’s reputation organically.

ADAPTING AND EVOLVING BASED ON CUSTOMER FEEDBACK

Feedback mechanisms are crucial for continuous improvement in aesthetics clinics. Regularly gathering feedback through surveys, post-treatment follow-ups, or open conversations provides insights that can drive service enhancements. Clinics actively seeking, analysing, and acting on feedback demonstrate their commitment to delivering the best possible experience. This approach builds stronger client relationships and uncovers areas for improvement, from streamlining appointment bookings to enhancing aftercare services.

An ongoing commitment to evolving based on client feedback signals customers that their opinions are valued, and that the clinic is dedicated to their satisfaction. When clients see their feedback translated into action, they feel a deeper connection with the clinic, fostering loyalty and encouraging them to become advocates.

GOING BEYOND AESTHETICS: FOSTERING WELLNESS AND HOLISTIC CARE

In recent years, there’s been a shift toward wellness and holistic care within the aesthetics industry. Clients increasingly view aesthetic treatments as part of a broader wellness journey. Clinics that integrate a holistic approach by offering complementary services like skincare consultations, lifestyle advice, or nutrition guidance can differentiate themselves and attract clients seeking a comprehensive approach to beauty and wellness.

By positioning aesthetics within the context of self-care, clinics can foster more profound, more meaningful connections with clients. This approach appeals to clients who view aesthetic treatments as an investment in their overall well-being and quality of life.

CONCLUSION

Understanding customer behaviour in the aesthetics industry is not just about identifying trends – it’s about building authentic connections beyond the treatment room. Aesthetic practices can cultivate lasting relationships that drive growth and long-term success by focusing on trust, personalisation, transparency, a strong digital presence, exceptional customer experience, and continuous adaptation based on feedback. In an industry that evolves as quickly as aesthetics, staying attuned to customer needs and expectations will be the key to standing out and thriving in an increasingly competitive landscape.

REENA SANDHU

Reena Sandhu is a marketing leader with 27+ years of experience, including over a decade in skin health. Aformer entrepreneur, she ran a successful aesthetics marketing consultancy before transitioning to leadership. Now head of marketing at Crown Aesthetics UK&I, she also drives international digital initiatives, cementing her reputation as a thought leader in aesthetics marketing.