Welcome to this month’s edition of “Spa Season.” The holidays are in full swing, and that means there are even more reasons for clients to book a makeup consult to look their best. It’s time to take advantage of everyone’s holiday spirit and their desire to find the perfect gift for themselves and the people on their list.
The holiday season is stressful. It’s a good opportunity to promote a little self-care to help with stress reduction. Put together a couple of holiday stress-reduction packages offering some personal pampering procedures, such as a miniature-massage, facial, or other relaxing treatments. Have gift certificates and holiday packaged retail products available, so clients can grab a gift for someone on their list. Promote holiday make-over packages, so clients can look great for the holidays.
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ACCESSIBILITY
Offer virtual cosmetic private consults. Clients can get a new glowing, youthful look for the holidays with help from experts during a one-on-one in-person or virtual consultation. The virtual version would be an appointment-only private consult through Zoom where expert staff helps the client make-over their makeup bag and look. The fee for this consult can be applied toward the purchase of spa products and services. The goal is two-fold – first, to sell products and services, and second, to help clients look their best for the holidays and increases the spa’s word of mouth advertising. During these consults, you want to give expert skin care product and treatment recommendations based on the client’s skin type and individual needs.
VIRTUAL PARTY
Another option is to have a virtual happy hour makeup party. Pre-registered clients can join in virtually. They should bring their glass of wine and their makeup bag to the session. Ideally, have them send in images of themselves with and without makeup along with three questions or comments about their personal makeup challenges. For the session, have an expert makeup artist give a makeup lesson and talk about the best products for different skin types. If the spa doesn’t have an in-house expert, hire an independent professional bridal or special occasion makeup artist for the session. Ask attendees to send in after photos with their new look along with comments following the session. Use this as an educational opportunity to promote new ingredients in skin care, product offerings, and skin treatment services.
PROMOTE SERVICES
Promote added value services such as injectables all month. Everyone wants to look their best at the holidays as they begin a new year. This November, there is big news in the aesthetic world with the launch of a new, longer-lasting neurotoxin, as well as an injectable specifically for cellulite. These present an excellent opportunity to remind clients of the benefits of neurotoxins and injectables. Who wants lines and wrinkles in their holiday pictures? Offer promotion packages to encourage clients to act now.
HOLIDAY PROMOTIONS
Take the idea further and promote, “A New Version of You.” This is a great time for clients to update their makeup and their look for photos from holiday cards to dating headshots.
Help clients show off their new look. Partner with a local professional photographer and offer a promotion as part of the “New Version of You” package that includes a professional photoshoot. Put together a seasonally decorated area in the facility for holiday-themed photos and if possible, an area for more profile-type shots. The goal is to get clients excited about getting a new look and get them into the spa. Promote upcoming new year treatment specials while they are there so you can start booking for January business.
CONNECT
During the holiday season, be a star. Connect with the community and help those in need. Become a drop-off location for a toy drive. Design a holiday-themed drop off area in the spa. Give those individuals donating toys a special goodie bag or a gift certificate toward their next retail product or service purchase. Issue a press release and put images on the spa’s social media platforms, so people know about the toy drive and drop locations. Promote the charity behind the toy drive – this is the season of giving.
Speaking of giving, take a moment to thank your staff for all their hard work. Get them involved in marketing efforts and holiday events. These should be both fun and profitable.
Enjoy the season and be sure to look for new year promotional ideas in next month’s “Spa Season,” where we’ll be talking about how to increase revenue and traffic with loyalty beauty clubs. Happy holidays.
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Cheryl Whitman is the founder and CEO of Beautiful Forever, an aesthetic business-consulting firm specializing in assisting physicians to identify and execute new business strategies aimed at improving their bottom line. A sought-after lecturer and the author of multiple books on MedSpa Practice Management, including Beautifully Profitable, and Forever Profitable 6th edition, now available on Amazon; Ms. Whitman is also the founder of Beautiful Forever University, which offers educational programs to Medspa Practices. Contact Cheryl Whitman by email at: Cheryl@beautifulforever.com
