At a recent class on how to turn social media into a steady booking engine without becoming a full-time marketer, Bree Mesquit kicked off with a reality check for the salon and spa professionals in attendance: Simply boosting posts is not a strategy.
“The real problem isn’t ads,” Mesquit told her class at New York’s Be+Well | Beauty and Wellness Show (formerly the International Beauty Show). “It’s knowing how to run them.”
For beauty pros wanting to fill their books, the advice couldn't be clearer from Mesquit, a waxing specialist, industry educator, influencer, and founder of Lash & Wax OC and Rebel Wax.
Her takeaways: Stop chasing perfection. Start speaking directly to your ideal client. Be consistent no matter what. And let authenticity do the rest.
DON’T: Overthink It. DO: Know Your Audience.
For many salon owners and solopreneurs, advertising on platforms like Instagram and Facebook can feel intimidating. But Mesquit reassured her class that effective ads don’t require expensive production or a complicated funnel — just a clear message and genuine, consistent posts.
One of her biggest takeaways, in fact, is that overly polished ads often fail. “People are seeking that authentic feeling like you’re on the phone with a friend,” she said. “FaceTime-style content performs really well.”
Instead of spending hours editing videos or creating highly produced campaigns, Mesquit encouraged beauty pros to simply speak to the camera. The goal is connection, not perfection.
“You’re just holding your phone and talking to the camera,” she said. “Trying to make everything perfect isn’t going to give you the results you want.”
But before even planning out content, Mesquit emphasized that beauty and wellness professionals need to know exactly who they’re talking to. She urged attendees to identify their ideal client — not broadly, but with deep specificity.
Think of your favorite client, she said, and speak directly to them. “If you could duplicate that client a hundred times and show up to work every day excited, who would that be?”
A Tried & True Recipe for Social Success
Mesquit introduced what she calls the Local Ad Formula, a framework designed to turn viewers into bookings. It includes five key elements: hook, pain, solution, authority and proof, and a call to action.
The hook, she explained, is the most critical part because beauty professionals only have a few seconds to capture someone’s attention while they’re scrolling. “We literally have two to three seconds to catch someone’s attention and stop the scroll,” she said.
Another key mindset shift she encouraged was embracing the learning process publicly. Instead of waiting until they feel like experts, beauty professionals can build deeper trust with audiences by documenting their journey.
“Being seen while you’re still learning is actually a superpower,” says Mesquit. “When you show up authentically, you connect much more strongly with the person on the other side of the screen.”
That connection is ultimately what transforms social media viewers into loyal clients. Mesquit also reminded attendees that success with ads isn’t about chasing viral moments. For local businesses, the goal is far simpler: reach the right people and guide them toward a clear next step.
Whether that’s following the account, sending a direct message, or booking an appointment, every ad should include a clear call to action. “What do you want them to do next?” she asked the audience. “Follow you? DM you? Book with you? Tell them.”
By the end of the session, beauty professionals walked away with more than just advertising tips, they left with a new perspective on showing up online. Authenticity, consistency, and a willingness to push past discomfort can often be more powerful than any polished campaign.
Bree Mesquit will be teaching "Mastering the 7-Minute Brazilian: Advanced Hard Wax Techniques with Rebel Wax" at the Be+Well | Beauty and Wellness Show – Las Vegas taking place June 27-29. Registration is here; use promo code EDSALON20 for 20% off conference classes and hands-on workshops.