Helen Coquin, licensed esthetician and owner of The Skin Bar by Chic MD, shares the importance of a well-thought-out retail display.
Psychology tells us that it takes three positive impressions before a person decides to buy something. In aesthetics, you’re already getting two: your recommendation and the results they see on their skin. That third impression? It happens at the shelf.
But if your display is dusty, chaotic, or missing half the products—that final impression can kill the sale.
Retail isn’t about having “extra” product sitting around. It’s about reinforcing trust, creating visual interest, and helping the client say "yes" without pressure. Your shelf is a silent salesperson—but only if you set it up with intention.
1. Your Shelf Should Feel Curated, Not Crowded
Too much product looks chaotic. Too little makes you seem unprepared. You want it to feel like a boutique, not a backstock room or a clearance rack.
Also, you don’t need to put the same number of every product on display. In fact, don’t. It’s OK to have two of one item and four of another. A little visual scarcity actually triggers urgency. Clients are more likely to buy something when they sense it’s in demand—even if you’ve got a full restock hiding in the back.
2. Group with Purpose: Brand vs. Function
If you carry one or two product lines, organize visually by brand—it looks cleaner and helps with recognition.
But if you carry more than two lines, try grouping by product function instead: put all the cleansers together, all the vitamin Cs, all the moisturizers, and so on. That way, when you’re problem-solving on the fly, it’s easy to scan options and pick what fits. You get to recommend the solution first, not just the brand.
3. Size, Shape, and Color Matter (Yes, Really)
Stacking tall bottles next to minis with no logic? That’s visual clutter—and clients feel it even if they can’t explain why.
Use risers, trays, and shelf levels to create visual flow. Balance heights. Keep color stories cohesive. You don’t need to be an interior designer—just thoughtful and consistent.
4. Light It Like It’s Worth It
The right lighting makes a $90 moisturizer look like it belongs on a runway. The wrong lighting makes it look like you found it at a dusty flea market.
Add warm, focused light—even a $30 light bar can change the whole energy. And please: don’t shove your retail in the shadows behind the front desk. Position it like it matters. Because it does.
5. Don’t Make Products Feel Off-Limits
When you lock products in a cabinet or stash them behind glass, you’re sending a subconscious message: these aren’t for you. That makes people hesitate—and hesitation kills sales.
Keep products visible and accessible. Let clients pick them up, read the back, imagine them in their own bathroom. Touch builds familiarity, and familiarity drives conversions.
6. Show the Price. Period.
It’s awkward to make someone ask how much something costs—especially after you’ve just finished massaging their face.
Show the price clearly. This builds trust, reduces hesitation, and makes you look like a pro, not a pawn shop.
7. Swap the Sale Signs for Solutions
Instead of discount signs, display AM/PM routine cards. Better yet, a simple sign that says, “Let us build your routine.”
People don’t just want a product—they want a plan. And testers? They’ll sell more than 10% off ever will.
Final Thought:
Your shelf doesn’t sell for you—you still have to educate, guide, and recommend. But when it’s designed with clarity and intention? That third impression becomes the easiest "yes" you’ll get all day.
Helen Coquin will be teaching two classes at IECSC Florida, "From Awkward to Authentic: The Secret to Selling Without Feeling Salesy" on September 28 and "Burn the Punch Cards: How to Build a Modern Membership Model" on September 29, 2025. To attend these classes and learn about the other classes offered at the show, be sure to register to attend IECSC Florida from September 28-29, 2025. What's more, use code AMERICANSPA to get 20% off education classes.