I love my lash GLAMMAS. I have found over the years that the clients that I love taking care of are actually more mature women that love lashes and a low maintenance routine. I have grown so much as a person by surrounding myself with women older than myself, I look forward to our appointments and our storytelling hours so much.
Catering to the beauty needs of those over 65 might not be the first thing that comes to mind in a youth-focused industry, but this demographic actually represents a fantastic opportunity for growth. Many glammas crave a low-maintenance beauty routine that enhances their confidence, and lash services can accomplish exactly that. By embracing their unique needs—like thinner lashes, sensitive eyes, and a desire for a safe, comfortable experience—you can position yourself as the go-to lash professional for mature clients. I did it! And if you have a gentle touch and a caring heart, you can too. I know it.
One way to resonate with this age group is to emphasize how lash services can minimize the need for daily makeup. Many older adults face challenges like vision impairments or dexterity issues, which make applying mascara or using lash curlers more difficult. By waking up each day with fuller, more defined lashes, they can skip these steps, boosting both convenience and confidence. If you advertise this “wake up and go” factor, you’ll pique their interest and show them how you can simplify their daily routine.
Safety and expertise are extremely important to people in their golden years. Build trust by highlighting your professional credentials, including any specialized certifications and ongoing training you’ve completed. Thorough consultations play a huge role in putting seniors at ease, so offering a complimentary chat before their first appointment can help address concerns about potential allergies or product sensitivities. Make sure to let them know about your high-quality safe adhesives and lashes, and explain how you tailor the application to reduce strain on delicate eyelids.
When designing your services, keep the mature lash needs in mind. Consider using lightweight extensions that won’t weigh down natural lashes and focusing on softer, more natural looks. For instance, a subtle, fluttery angel set can provide a lift that looks refreshing without appearing overly dramatic.
Create a luxurious environment—complete with supportive cushions, easy-to-navigate spaces, a step stool and perhaps a little extra pampering, like heated blankets or calming music—so that anyone who walks in feels cared for from the moment they arrive.
I also would turn on soft jazz or calming instrumental music that would play softly in the background while we chatted. A lot of my glammas loved to chat. A lot of the time I was the age of their children or grandchildren that they don't see often so our appointments together were really special. We became such a support and comfort in each other's lives.
Reaching a 65+ audience calls for a more tailored marketing approach. Social media like Instagram might not be as effective as platforms like Facebook, where many seniors stay connected with friends and family. Consider running targeted ads or boosting posts that showcase testimonials from older clients who can vouch for your expertise. Don’t underestimate the power of local print advertising in community newspapers and senior center newsletters. Clearly explain the lash application process, use larger, easy-to-read fonts, and share before-and-after photos of clients with similar age and lash types. This tangible proof of transformation goes a long way to build credibility.
Personal recommendations and word-of-mouth can be especially powerful among an older demographic. If you have satisfied mature clients, encourage them to share their experience with friends. You could also partner with senior centers or local groups to offer informative workshops on beauty and self-care, possibly demonstrating a lash tint or mini lash lift so potential clients get a taste of your services. If some seniors have mobility issues, offering an in-home service option might open the door to a whole new group of loyal customers who appreciate that extra convenience.
Finally, don’t forget the finishing touches that make a luxury service truly memorable. Provide a warm, comfortable atmosphere, be patient and attentive, and make time for one-on-one conversations where you listen closely to concerns. Even a quick follow-up call after their first appointment can reassure them that you genuinely care about their well-being.
AND TAKE PHONE CALLS. I always picked up my phone when I was catering to older clients, they love to call and talk to a real person rather than always booking online which can feel complicated at times.
By taking the time to learn about each client’s specific lifestyle and lash goals, you’ll build trust and establish yourself as a go-to expert for beautifully enhanced, low-maintenance lashes—no matter what age they are.