Final February, I used to be having a “make-up lesson” at a beautiful cosmetics retailer in Salem, Massachusetts. The make-up artist (and retailer supervisor) naturally struck up a dialog by asking me what I did for a living.
I defined that I labored with companies in historic communities to include historical past into their branding and advertising and marketing, and I also revealed that I was putting together a program for Nationwide Girls’s Historical past Month — which takes place each month in March. “I’m a enterprise proprietor and historian,” I continued.
“That is actually attention-grabbing,” she mentioned “however I do not see how historical past may work here.”
I immediately swung into action. “What are you aware in regards to the history of ladies’s cosmetics?” I asked her. In spite of everything, girls have been using varied potions and substances since historical instances – some of which we are rediscovering in the present day, like mineral-primarily based products.
Make-up itself and standards of beauty have changed dramatically over the centuries as we see in portraits and, more lately, in photographs. Inside the twentieth century alone, take into consideration make-up types within the flapper period, within the silent and speak motion pictures of the Thirties and Forties, in the “domestic goddess” look of the Fifties, and the unconventional departures of the Sixties and 1970s. All of this historical past is enjoyable to review, to query the which means of, and to take a look at visually.
Because it turned out, my new buddy the make-up artist had a private ardour in regards to the historical past of ladies’s cosmetics. Excellent! I then made the next suggestions.
For the Girls’s Historical past Month program I used to be creating, I supplied to let her give a chat on women’s cosmetics in eighteenth century America. Our theme was women retailers in eighteenth-century Salem, so her talk would fit right in. Her talk, enterprise, and web site would all be featured in advertising supplies and social media communications.
On the day of her discuss, which might happen at a preferred Salem operate corridor, I urged she may have a desk with data, samples, members of her workers, etc. She additionally had 10% off postcards to offer out to new customers.
She was thrilled! These small actions would put her in entrance of latest audiences AND give her the stature that comes from talking knowledgeably about her trade’s history. She would additionally acquire credibility as an lively company citizen, which, in her case, as a brand new enterprise on the town, would do wonders.
I steered she may additionally write articles on the topic, publish a small guide or E book, do an area cable present with a short chat about make-up then and now and provides dwell demonstrations, and the checklist goes on. Once more, all of those actions would actually set her aside from other make-up artists in a method that residents of a very historical area would notice.
These concepts might additionally apply to skin care companies, hair salons, women’s clothing and accessory stores, jewelry boutiques – you identify it!
What about well being and wellness companies?
Who else may benefit from this strategy? Well being clubs, spas, massage centers, and health care practices; chiropractors, acupuncturists, physical coaches, nutritionists, and other solo practitioners. Again, it is a lengthy list.
Not solely have requirements of magnificence modified over time, so have standards for ladies’s fitness, power, and general wellness. We’ve come a long way from the days of corsets, “women’s troubles” that were “evil” and never discussed, stress and nervousness that ladies have been informed existed only in our minds, and putting everyone else’s well being first to the detriment of our own.
Today, we know so much extra about vitamin, the advantages of train, non-Western cures, the consequences of stress, how connected our self-esteem is to our health and appearance, and that if we women deal with ourselves first we will extra simply deal with others. Sometimes it’s helpful to look at how far we’ve come, and to rejoice where we are by renewing our commitment to beauty, health, and wellness – our own, and our customers’.
More ideas to implement
Women’s History Month offers an annual opportunity to promote your beauty, health, or wellness business to women. Find out in case your native historic society or museum is celebrating March. In the event that they don’t have any plans, offer to work with them to develop a program that’s a win for you and a win for them. You might think about collaborating with other woman-focused businesses in your community for a bigger or multi-week event.
Past March, take into consideration methods wherein you could insert your historical knowledge of your field into your historic society or museum’s lecture collection or publication, publish your story in your native newspaper and in your website, create a fun “Did you know?” handout on your subject then and now. The possibilities are endless!
This is an unusual marketing approach for beauty, health, and wellness businesses, but people who dwell in historic communities actually are interested by historical past and they’ll respect your personal interest.
I actually imagine that adopting some of these methods will position you and your business a cut above the rest!
Bonnie Hurd Smith is the President and CEO of History Smiths, a advertising and marketing firm that works with companies in historic communities to include historical past into their branding and advertising and marketing – their very own history, and their neighborhood’s. Bonnie can be a cultural tourism professional, revered historian, and author.
This post is written by Manuel Hayes 3. Watch bh cosmetics coupon code.