7 Ways to Increase Repeat Rates at Hair Removal Salons: A Beauty Equipment Manufacturer Explains Systems for Securing Next Appointments and Continued Visits
Hello. This is JENIMO Co., Ltd.
We are a beauty equipment manufacturer that plans, sells, rents, and provides implementation support for professional hair removal machines and light-based beauty devices.
We often receive consultations from hair removal salon operators such as:
"New customers come in, but they don't book their next appointment."
"They only come for the initial trial and then stop."
"As the hair removal progresses, the frequency of visits decreases."
"We cannot maintain sales without constantly spending on advertising."
We hear these types of concerns frequently.
To stabilize the sales of a hair removal salon, it is important not only to increase the number of new customers but also to have customers who have visited once continue to come back.
New customer acquisition involves costs such as advertising expenses, content creation, and responding to inquiries.
On the other hand, if you can provide appropriate follow-up to customers who have already visited and lead them to book their next appointment or try other services, you can aim for salon operations that are less dependent solely on new customer acquisition.
What is needed to increase the repeat rate is not to force the sale of multi-session plans.
It is important to create a system where customers feel:
"I know when I should come next."
"They notice the changes since my last visit."
"I receive proposals that are tailored to me."
"There is value in coming to this salon."
Creating such a system is essential.
In this article, we will explain 7 ways to increase the repeat rate of hair removal salons, and how to create continued visits by utilizing next-appointment bookings, official LINE accounts, light facials, and counseling, from the perspective of a beauty equipment manufacturer.
For more information on how to build trust through counseling, please also take a look at this article.
What You Will Learn in This Article
・Why repeat visits are important for hair removal salons
・Main reasons why customers stop after just the first trial
・How to guide customers to book their next appointment
・Follow-up after visits using official LINE
・How to utilize treatment records for each customer
・Systems to keep customers coming back even after hair removal is finished
・How to make light facials a recurring menu item
・JENIMO's support for menus, customer service, and repeat design
Why Repeat Rates Are Important for Hair Removal Salons
Hair removal salon revenue is determined by the following factors:
・Number of new customer visits
・Average customer spend
・Number of visits
・Duration of patronage
・Use of additional menus
・Visits through referrals
Even if you increase the number of new customers, if they all finish after just one treatment, you will have to acquire the same number of new people the following month.
For example, even if you attract 20 new customers every month, if everyone finishes after just one visit, you will need to spend on advertising and customer acquisition for another 20 people the next month.
On the other hand, if past customers continue to visit, there are benefits such as:
・Next month's appointments are secured in advance
・Monthly revenue is easier to predict
・Dependence on advertising costs is easier to reduce
・Changes in customers can be continuously monitored
・It is easier to propose other menus
・It is easier to lead to referrals
These are the benefits.
By balancing both new customer acquisition and repeat visits, it becomes easier to stabilize salon management.
Regarding new customer acquisition for hair removal salons, this article explains it in detail.
Main Reasons Why Customers Stop After Just the First Trial
The reason customers do not book their next appointment is not limited to price.
The following reasons can be considered:
・They were not guided on when to visit next
・They did not know what changes to look for after the treatment
・The estimated number of visits was unclear
・The difference between the first-time price and the regular price was large
・There was little explanation of the treatment content
・The booking method was difficult to understand
・They felt like they were being strongly pressured
・Their wishes and concerns were not remembered
・The treatment was the same every time, making it hard to feel the value of coming
・There were no menus they wanted to use other than hair removal
To increase the repeat rate, it is necessary to review the entire experience from the visit to after the treatment, rather than simply recommending the next appointment.
7 Ways to Increase Repeat Rates at Hair Removal Salons
1. Specifically communicate when to visit next
After the treatment,
"Please come back when you feel like it again"
If you only say this, the customer will not know when they should book their next appointment.
Since hair removal is not a weekly service, the longer the interval between visits, the easier it is for customers to forget to book.
After the treatment,
"The next session should be in about 3 to 4 weeks"
"Please consider your next treatment around early [Month]"
Be sure to provide a specific timeframe.
Furthermore,
"Next time, I will adjust the settings and filters while checking the progress from this session"
Explaining this makes the reason for returning easier to understand.
Key Points
・Communicate not just the number of days, but an approximate date
・Explain what will be checked next time
・Suggest potential dates based on the customer's schedule
・Do not pressure them to book
・Provide information on how to change appointments
It is important to create a situation where the customer knows their next step without having to calculate it themselves.
2. Suggest booking the next appointment after the treatment
After finishing the payment,
"Would you like to book your next appointment?"
If you ask this suddenly, the customer may find it difficult to decide.
During or after the treatment, explain the purpose of the next visit before suggesting an appointment.
For example,
This time, we focused the treatment on the thick, dense areas of your beard. Next time, we will check for changes and make adjustments based on the remaining areas. Around [Month/Day] would be a good guideline; how does that fit your schedule?
This is the flow.
It is important to propose this as a treatment plan for the customer, rather than simply trying to fill appointment slots.
Present multiple candidate dates
"Please let me know when you are available"
might lead to the customer putting off checking their schedule.
Providing multiple options as shown below makes it easier for them to decide.
・[Month] 5th morning
・[Month] 7th evening
・[Month] 10th afternoon
If they cannot decide on the spot, guide them to book via your official LINE account.
3. Check changes from the previous visit together
For customers to continue visiting, it is important that they feel they are receiving treatment tailored to their progress, rather than just receiving the same treatment every time.
When they arrive, check the following:
・Condition after the previous treatment
・Frequency of self-care
・Changes in hair thickness and volume
・Areas where they noticed the most change
・Areas they are still concerned about
・Sensations during the treatment
・Anything they were concerned about after the last visit
While looking at the counseling records,
"You mentioned last time that you were particularly concerned about the hair around your knees; how has that been since then?"
Asking this creates the impression that they are being treated with care.
Communicate changes in words
Customers themselves may find it difficult to notice small changes.
From the practitioner,
“You are shaving less frequently than last time.”
“Overall, there are more fine hairs appearing.”
“Since there are still some thick hairs remaining in this area, let’s focus on it again next time.”
By saying things like this, it becomes easier for customers to understand the significance of continuing their treatments.
4. Record treatment details for each customer
If customers are asked the same questions every time or if concerns they previously shared are not communicated, they will find it difficult to feel that they are receiving treatment tailored to them.
You should record the following information in the treatment logs:
・Desired finish
・Treatment area
・Hair type of concern
・Mode used
・Filter used
・Treatment settings
・Customer's physical sensation
・Post-treatment guidance
・Items to check next time
・Additional concerns discussed
By utilizing these records, it becomes easier to compare with previous sessions and make suggestions for the next one.
In salons operated by multiple staff members, it is important to be able to provide consistent service even if the person in charge changes.
Even in private salons, as the number of clients increases, it becomes difficult to remember everything, so make recording a habit.
5. Follow up at the appropriate time via Official LINE
Because there are gaps between hair removal appointments, customers may forget to book their next visit.
By using Official LINE, you can provide guidance based on the recommended timing for their next visit.
Message on the day of treatment
Send post-treatment precautions and a thank-you note.
Example:
Thank you for visiting us today. Your next visit is recommended around early [Month]. If you have any concerns after the treatment, please feel free to contact us via this LINE.
When the time for the next visit approaches
Instead of strongly pushing for a reservation, provide it as a helpful reminder.
Example:
It has been about 3 weeks since your last treatment. How has your skin been since then? It is now around the recommended time for your next session, so please let me know if you would like me to check our availability for you.
When there has been no visit for a long time
Instead of just trying to bring them back with discounts, check on the customer's condition.
Example:
Have you noticed any changes in the frequency of your self-care or in the areas you are concerned about since then? Please feel free to contact us even if you just want to consult with us.
Individual follow-ups tailored to the customer's visit timing are more effective than just mass messaging.
6. Change your proposals according to the customer's condition
To increase repeat rates, it is important not just to repeat the same menu every time, but to change your proposals according to the customer's changes.
For example,
・Adjusting to the remaining areas as thick hair decreases
・Combining facial hair removal with light facial treatments
・Proposing beard removal and men's beauty care
・Transitioning to partial maintenance after full-body hair removal is complete
・Changing beauty menus according to the season and skin condition
These are some examples of proposals.
However, you should not recommend additional menus just to increase sales.
Confirm the customer's concerns and changes, and make proposals after explaining the reasons why they are necessary.
7. Prepare follow-up menus for after hair removal is complete
As hair removal treatments progress, the frequency of visits decreases.
If you only have hair removal menus, customers who are satisfied and finish their treatments may stop visiting altogether.
Therefore, it is important to have beauty menus available that can be used even after hair removal is finished.
For example,
・Light facial treatments
・Beauty care after facial hair removal
・Light facial treatments for men after beard removal
・Partial maintenance hair removal
・Seasonal beauty menus
・Sets of facial hair removal and light facial treatments
and so on.
If you can naturally transition from hair removal to other services, it becomes easier to maintain a long-term relationship with your customers.
This article explains in detail the multi-functional beauty equipment that can provide both professional hair removal and light facial treatments.
Why 11 Types of Filters Can Be Used for Repeat Proposals
Some common professional hair removal machines do not come with interchangeable filters, while others only have about 3 to 5 types.
When there are few available wavelengths, the services you can propose based on the customer's hair quality and skin condition tend to be limited.
The ESSENT Premium comes standard with 11 types of filters ranging from 430nm to 1200nm.
By using the 11 types of filters selectively, you can:
・Change the hair removal filter as hair quality changes
・Differentiate treatment methods for thick, dark hair versus fine hair
・Propose light facials after facial hair removal
・Change services according to skin condition and beauty goals
・Create follow-up services after hair removal is complete
These types of responses are possible.
During counseling, you can explain specifically:
Since your hair has become finer than last time, we will adjust the treatment method to match your current condition.
Now that your hair removal has progressed, you can also choose services combined with light facials from now on.
you can explain specifically.
The 11 types of filters not only increase treatment options but also lead to:
・Individualized proposals for each customer
・Persuasiveness in counseling
・Changes visible with every visit
・Increased average spending per customer
・Continued visits after hair removal ends
・Improved repeat rates
They can be utilized as a sales tool for your salon.
Please also see this article regarding the role of filters.
You can encourage repeat visits even with pay-as-you-go plans
The advantage of pay-as-you-go is that customers can visit without committing to expensive contracts.
On the other hand, since the next visit is not guaranteed, the salon needs to create a system to encourage continued attendance.
To encourage repeat visits with pay-as-you-go, it is important to:
・Communicate the recommended timing for the next visit
・Make it possible to book the next appointment
・Explain the changes since the last session every time
・Offer plans for a certain number of sessions
・Use LINE to notify customers when it is time to book
・Explain the specific reasons for continuing
is important.
Even without pushing expensive contracts, if customers understand the necessity of the treatment and the timing for their next visit, pay-as-you-go can lead to continued attendance.
Do not propose session plans based solely on "low price"
When proposing session plans,
"It will be cheaper if you sign up for a package"
If you only explain it this way, price becomes the only criterion for their decision.
You should also explain the following differences.
Who is suited for pay-as-you-go
・Those who want to try it first
・Those with irregular schedules
・Those who want to avoid large lump-sum payments
・Those who want to visit at their own pace
Who is suited for session plans
・Those who want to receive treatments continuously
・Those who want to plan their treatment schedule
・Those who want to secure appointments for every session
・Those who want to keep the cost per session low
Rather than strongly pushing one over the other, guiding customers toward the method that suits them best builds trust.
Just as when comparing the differences between purchasing and renting, it is important to explain the entire set of conditions, not just the price.
5 things to review in salons that do not get repeat customers
1. Vague guidance for the next visit
Simply saying "See you next time" does not lead to concrete action.
2. Not explaining the customer's progress
Customers may not notice small changes in themselves.
3. Providing the same service every time
Confirm previous concerns and requests, and provide personalized service.
4. No menus other than hair removal
Prepare ongoing menus that can be used even after hair removal is finished.
5. Official LINE account is only used for campaign broadcasts
In addition to mass advertising, provide individual follow-ups tailored to the timing of their visits.
Repeat rates and referrals are connected
Customers who continue to visit and have increased trust in the salon are likely to refer family and friends.
Salons that easily generate referrals have the following characteristics:
・Easy-to-understand explanations
・Clear pricing
・No pushy sales
・Remembering their concerns
・Explaining changes every time
・Polite responses to reservations and inquiries
・Able to consult on matters other than hair removal
When establishing a referral system, rather than relying solely on discounts, you can consider:
・Optional menus
・Photo facial trial
・Benefits that can be used by family members
・Services for the next visit
and so on.
Customer acquisition through referrals is based on trust from existing customers.
First, prioritize creating a salon where the customer in front of you wants to keep coming back.
Why ESSENT Premium makes it easy to create ongoing menus
ESSENT Premium is a desktop-type professional multi-functional beauty device that supports both hair removal and photo facials.
Capable of switching between IPL and N-AHR
You can use single-shot IPL for thick, dark hair such as beard, VIO, and underarm hair, and continuous-shot N-AHR for large areas such as arms, legs, abdomen, and back.
It is possible to propose treatments tailored to changes in hair quality and body areas.
The differences in irradiation methods are explained in this article.
Equipped with 11 types of filters as standard
You can use 11 different types of filters, including those for hair removal and photo facials.
Even after hair removal has progressed, you can propose different menus according to the customer's skin condition and beauty goals.
Create multiple reasons for visits with a single machine
・Full-body hair removal for women
・Men's beard hair removal
・VIO hair removal
・Facial hair removal
・Photo facial
・Set of facial hair removal and photo facial
・Continued care after hair removal is finished
You can create multiple reasons for visits from just one machine.
A key feature is that it is easy to build long-term customer relationships without relying on sales solely from hair removal.
JENIMO also supports repeat and menu design
At JENIMO, in addition to the sale and rental of professional beauty equipment, we also provide support for:
・How to guide customers to their next appointment
・How to create treatment records
・Content for following up on official LINE
・Designing pay-as-you-go and course plans
・Set menus for hair removal and photo facials
・Proposals for continued care after hair removal is finished
・Menus to increase average customer spend
・Customer service that leads to referrals
・Flow of counseling
・Proposal scripts for staff
You can also consult with us about these topics.
Based on the experience of JENIMO representative Nishida, who achieved 3 million yen in monthly sales in the first month of opening a salon, we will make proposals tailored to your store's business type, customer base, pricing, and goals.
We do not just deliver the equipment and finish there; we support stable salon operations by organizing the flow from the first visit to the next appointment and continued menus.
*Consulting does not guarantee sales or repeat rates. Results vary depending on the store, region, pricing, treatment content, customer service, and management structure.
Checklist for Repeat Customer Strategies at Hair Removal Salons
・Clearly communicate the recommended timing for the next visit
・Provide an approximate date
・Explain what will be checked at the next visit
・Suggest potential appointment dates after the treatment
・Confirm changes since the last visit
・Explain changes that the customer may not have noticed themselves
・Record the desired finish
・Record the modes and filters used
・Send a LINE message on the day of the treatment
・Follow up when the next visit is due
・Offer both pay-per-visit and package plans
・Have menus available for after hair removal is complete
・Change proposals based on the customer's condition
・Share treatment records among staff
・Do not push for unreasonable contracts
Frequently Asked Questions
What is important for increasing the repeat rate at a hair removal salon?
It is important to clarify the timing for the next visit, explain changes since the previous session, and propose a treatment plan tailored to the customer.
Is it okay to suggest a next appointment after the first trial?
You can suggest it after explaining the recommended timing for the next visit and the reasons for it.
Do not rush the contract, and present multiple options such as pay-per-visit and package plans.
What should I send on the official LINE account?
Send thank-you messages after treatment, precautions, information on when to visit next, and status checks.
Avoid sending only mass campaign broadcasts.
Does pay-per-visit lead to repeat customers?
By clearly communicating the timing for the next visit, the reasons for continuing, and changes in the treatment results, you can lead even pay-per-visit customers to continue.
What should I propose after hair removal is finished?
You can propose partial maintenance hair removal or beauty menus such as light facials.
Only offer these if they are necessary for the customer's wishes.
Does the number of filters relate to the repeat rate?
Having more filters available makes it easier to change your proposals according to changes in hair quality and skin condition.
Being able to make proposals for each individual customer, rather than performing the same treatment every time, leads to value in visiting.
Can I also consult about repeat strategies at JENIMO?
Yes.
You can also consult with us about next appointment bookings, official LINE accounts, multi-session plans, set menus, and proposals for continued visits after hair removal is complete.
Summary
To increase the repeat rate of a hair removal salon, it is important not to rely solely on discounts or multi-session plans, but to create reasons for customers to continue visiting.
You should be particularly mindful of the following seven points:
1. Specifically communicate the timing for the next visit
2. Suggest the next appointment after the treatment
3. Check changes since the last visit together
4. Record the treatment details for each customer
5. Follow up at the appropriate time via official LINE
6. Change proposal content according to the customer's condition
7. Prepare continued menus after hair removal is finished
When customers feel that:
"They are receiving treatments tailored to them"
"Someone is noticing the changes since their last visit"
"They know what they need to do next"
the value of visiting your salon increases.
ESSENT Premium allows you to use IPL, N-AHR, and 11 types of filters to make proposals tailored to hair type, body area, skin condition, and beauty goals.
Because it supports not only hair removal but also light facials, it is easy to propose other beauty menus after hair removal is finished, leading to long-term visits.
At JENIMO, we support not only the introduction of equipment but also next appointment bookings, menu design, pricing, official LINE, counseling, and repeat strategies.
For those considering repeat and continued menus for hair removal salons
JENIMO Co., Ltd. proposes professional beauty equipment and operational methods tailored to your salon's industry, customer base, existing menus, and goals.
"Customers only come for the first-time trial"
"I don't know how to guide customers to book their next appointment"
"I want pay-as-you-go customers to continue coming"
"I want to consult about the content of my official LINE follow-ups"
"I want to create a menu for after hair removal is finished."
"I want to turn photo-facials into repeat business."
If you have concerns like these, please feel free to contact us, even if you haven't decided on a model or when to introduce it.
Related Articles
▼ Click here for inquiries and requests for information on commercial hair removal machines
【https://jenimo-official.com/】
▼ Click here for details on ESSENT Premium
【https://essent-premium.com/lp2】
▼ Click here for easy consultation via our official LINE
【https://lin.ee/tGBF7rs】
JENIMO Co., Ltd.
Manufacturer of commercial hair removal machines, photo-beauty equipment, and comprehensive commercial beauty equipment
*This does not guarantee repeat rates or sales. Results vary depending on the salon, region, pricing, treatment content, customer service, marketing, and operational structure.