6 Skin Care Promotion Ideas to Give Your Bookings a Lift

Get more new clients through your doors and boost long-term loyalty with these smart strategies

One of COVID-19’s few positive lingering effects is the renewed focus on personal health and self care. A 2020 survey found that 80% of adults in the United States planned to be more mindful of self-care in the future, and we’re seeing the results of that pledge now: Skin care, a core tenet of self-care, is one of the fastest-growing verticals in the industry.

If your self-care business offers services like facials, it’s the perfect time to capitalize on the renewed interest in skin care. With the right business and marketing strategies — like the skin care promotion ideas on this list — you’ll be able to attract new clients and give your most loyal ones even more reasons to return.

6 skin care promotion ideas your clients will love

Entice new clients with facial promotions

Your existing clientele already understands the benefits of your skin care services, but what about new ones? Someone who’s never gotten a facial before might not understand its benefits and how they differ from those you’d get from store-bought masks and exfoliators — or they might have heard that facials can be harsh and painful.

To entice skin care novices, consider some facial promotion ideas that reduce this friction. If you need promotion ideas for facial treatments that will particularly appeal to newbies, hydrafacial promotions are ideal, since these treatments are less invasive and are appropriate for almost any skin type and condition. Throw in a small discount for first-time clients and spread the word through your favored marketing channels (more on those below), being sure to tout the gentler nature hydrafacial treatments offer.

Reward repeat clients with personalized offers

If you don’t have one already, it’s time to consider creating a loyalty program. When executed well, these programs turn first-time clients into regulars and regulars into lifers. Keep in mind that your loyalty program should be easy to understand; if clients can’t see the value, they’re not going to sign up. Choosing the right loyalty software — a solution that’s both intuitive and allows for personalized nuances — is critical for nurturing the kind of long-term retention that helps self-care businesses thrive.

Boost referrals with special deals

Now that you’ve got a skin care promotion idea for new clients and another for returning ones, why not create specialized deals that benefit both at the same time? Referral programs leverage word-of-mouth marketing, one of the most powerful ways to expand your clientele. In fact, 92% of consumers trust word-of-mouth referrals over paid forms of marketing.

There are many ways to run a referral program, but the goal should be the same: to get new clients in the door based on the recommendation of existing clients. This could mean buy-one-get-one specials, girls’ day out promotions that encourage group bookings, or simply giving the referrer a special treat, like a discount on their next service.

Get real on social media

You likely already know the marketing benefits of having a strong social media presence, but when every other salon and spa in the social sphere is constantly touting their own services, how can you rise above the noise? Simple: by showing, not telling. Let your services speak for themselves with before-and-after photos, client testimonials, and informational videos from your talented team. Instead of being overly promotional, try being more educational. Of course, that doesn’t mean you can’t have fun; your brand identity should still shine through in every post.

Spread the word through email

With over four billion email users on the planet, leveraging email marketing is a no-brainer. The return on investment is significant — $36 earned for every $1 spent — making it one of the most cost-effective marketing strategies for self-care business owners operating on thin margins. Use email blasts to share important news, highlight limited-time promotions, and offer those personalized discounts that drive client loyalty.

If this sounds like a lot of work, it doesn’t have to be; the right software solution can help you automate your email marketing campaigns while retaining all of the elements of your brand identity. If you don’t have a graphic designer or full-time marketing team on board, leveraging existing templates ensures that your email blasts look professional while still standing out in clients’ inboxes.

Of course, you don’t want your most loyal clients to feel left out. Reward that loyalty with personalized discounts and special just-for-them promotions — think 20% off services on their birthdays or bonus points they can redeem for a special service or product. Leverage the data in your client management software to find opportunities for personalized treatment that makes them feel like salon royalty.

Stay in season

Different times of year bring different skin care concerns. Winter often means dry skin in desperate need of hydration, while summer skin requires extra SPF for soaking up those rays. To keep your skin care promotion ideas from running dry, let the changing seasons usher in new ways to get clients in the door.

There are plenty of ways to do this — think hydrating treatments in the colder months and microdermabrasion when it gets warmer (so clients can symbolically cast off their dead skin and get that sun-kissed glow). You can also create seasonal product bundles that help clients look and feel their best after they leave your business.

There’s no shortage of skin care promotion ideas for spas and self-care businesses, but every strategy should have the same goal in mind: Making clients feel valued. Whether you’re trying to score first-timers or boost long-term loyalty, the client experience should remain top-of-mind as you execute your game plan.