For months you’ve been educating clients on the importance of sun protection, ingredients, and hydration. Then, summer fades away into fall. Blink an eye and, before you know it, it is holiday season. Now is the time to roll up your sleeves and get ready to work. Increased spa traffic and gifting season is around the corner. Fill up your marketing calendar and know how to promote holiday makeup services – once you do, you’ll see the revenue and referrals pour in.
It’s easy for time to get away from us and forget to plan ahead. But, how far in advance should you plan and what is the best way to showcase holiday makeup services? To help with that, this “Beauty Blueprint” will ensure that you make the most out of marketing your holiday season specials.
When should I start developing the makeup menu to use during holiday season? This should not be a last-minute thought – work far in advance. When you have an idea, at any point in time, add it to a running list and update your marketing calendar. By the end of June each year, you should have a plan for the next several months. Planning in advance allows you to design and print flyers at affordable prices, as well as notify less frequent clients of things to look forward to. If it’s September and you don’t have any plans in the works for the holiday season, it may be time for a crash brainstorming session with staff.
When should I start marketing holiday makeup services? A general rule of thumb for marketing timelines is to push seasonal efforts no less than six to eight weeks before the holiday itself. You need to give people enough time to coordinate their schedules and book their appointments. The earlier you let them know, the better. However, if it is very far in advance, be sure to put them on a drip campaign with reminders, so that they maintain their excitement. If you have automated software, you can pre-program multiple marketing initiatives months in advance – that way, when the time comes, you don’t have to scramble, and the work is already done.
How do I promote makeup services to existing clients? Reach out to your entire client database through every available media outlet at your disposal: e-mail, social media, snail mail, and so forth. Be sure to utilize every client touch point as a revenue opportunity. Write a press release or promotion flyer and put it in a frame near the checkout desk and in the restroom. Record a custom answering greeting to include holiday promotions, highlight upcoming spa events, and encourage social media following. Update the text on your receipt template to list festive specials and other seasonal packages.
How should I merchandise the reception area? Never underestimate the power of pretty packaging. Bundle retail items together in a gift bag and decorate with ribbons and accessories to match your brand’s aesthetic. Price items clearly and have a special holiday section that offers limited-time specials. Eyes will be drawn to ready-made gifts that do not require any thought or extra work. Typically, 75% to 80% of the reception area should be dedicated to retail products, so don’t overdo the decorations.
How do I increase gift certificate sales during the holidays? Place some sample gift certificates in envelopes near the checkout counter. Put a framed sign next to it saying something like “The Ultimate Stocking Stuffer” or “Only Three Days of Shopping Left” to give a sense of urgency. Having small grab-and-go items for impulsive, last minute gifts is essential to generating additional sales.
How do I boost social media engagement to attract new clients? Create a selfie station in the reception area of the spa. Hang a picture frame or printed social cutout on the wall titled “Seasonal Selfies” or something of the sort. Decorate the frame with festive ornaments and launch a series of mini-advertisements posted by clients to spread the word about your holiday-inspired makeup services.
What to promote is the easy part – there are so many options that are easy to put together. Come up with festive names for signature looks and create a themed service menu. Offer special introductory coupons for new clients, put a wish list of services on gift certificates, put together a miniature membership package (three services within three months for a set price), or even host a VIP gathering of your top-spending clients to promote miniature services at a touch-up counter and wear your festive makeup looks.
Be sure to encourage staff to participate in driving service and retail sales, while increasing client engagement. The important thing to remember is that there is not just one magic ingredient that makes a marketing promotion work. Being prepared with a creative service menu and properly executing the seasonal launch plan will really make the difference. Aggressive spa promotions are a steadfast way to meet and most likely surpass your month’s revenue goals.
Amanda Azar Walsh, LME is a published makeup artist, medical aesthetician, and body wrapper based in south Florida. She is the founder and executive artist of Azar Beauty, makeup artistry instructor at Cortiva Institute, and lead artist for NewsmaxTV, Pelican Grand’s Pure Spa, and St. Andrews Country Club. Walsh has a degree in business management from Florida Atlantic University and diplomas in fashion makeup from Cosmix School of Makeup Artistry and paramedical aesthetics from Southeastern College and is dual-licensed and holds over 40 certifications. Walsh is a member of the National Association of Professional Businesswomen, National Aesthetic Spa Network, Look Good Feel Better, and a RAW Artist alumni.