As the weather heats up, these tips can help your self care business do the same

Spring is the time for new beginnings. As trees regrow their leaves and flowers bloom, people look for their own opportunities for rebirth with new ways of expressing themselves through their clothes, hairstyles, and skin care routines. That makes springtime the perfect season to land new clients and bring existing ones back in through your door.

All it takes is a keen eye for emerging trends and knowing how to leverage them with your marketing tools. Wondering where you should start? Don’t worry — Boulevard is here to help get your beauty business’ spring sprung right.

Keep an eye out for emerging trends

Studies show that as people emerge from the blustery winter months, the warm, sunny weather makes them far more social. They’re looking for ways to put their best selves forward — and they’re open to advice. 

Beauty mags, TikTok, Instagram, blogs, and even your clients’ friends all offer insight into the latest trends and beauty products. By tapping into this stream of information, you can position your beauty business as an expert on that hot new look they saw online or heard about at work. 

Keep an eye on your main feeds to see what the algorithm serves up, then check out the accounts you personally follow to see if there are any broader trends that you can absorb. Google Trends is also an excellent tool for staying on top of what your clients are searching for. Simply type in your keywords — maybe search for a specific style or product you think people want or something like “how to” alongside a particular trend — and if you see a spike in search volume, you’ll know there’s a potential market to tap into.

Of course, knowing about all the current trends won’t matter if people aren’t actually asking for them. Take a look at your own internal sales data to see what services and products people are paying for. If you start seeing an uptick in requests for a specific routine — or have noticed a steep dropoff — it may be time to reevaluate your inventory and training needs.

Put together a seasonal calendar to stay organized

Sure, most people know that Mother’s Day is in May, but do you know that National Brother’s Day is only a few weeks later? 

While the big events of spring are likely already on your radar, there are a ton of other little holidays and celebrations sprinkled throughout that you can use to your marketing advantage. Putting together a seasonal calendar will help you keep track of everything. 

You can use your calendar to figure out how much runway you need to plan for the major events of the season while ensuring the smaller ones don’t fall by the wayside. Then, you can leverage your calendar to determine which days deserve the biggest push — days with potentially huge family gatherings like Easter or Mother’s Day — while targeting smaller events as they make sense for your business. Acknowledging important annual events like Pride Month can also show your clients you care, even if you don’t wrap a promotion around it.

Want a ready-made list of important holidays and events to carry you into the hottest months of the year? Check out our free guide, Bloom Into Success, 2025 Spring Text & Email Marketing Guide. In addition to detailed calendars with all the big moments between April and June, you’ll also get instant marketing ideas to inspire your next campaign, alongside tips on cultivating strong relationships with new clients, longtime fans, and everyone in between.

Highlight helpful services and products for the warmer months

While staying on top of seasonal trends and events is essential, chances are many of your clients are simply looking for a way to prepare for the upcoming summer months. 42% of Gen Zers say that seasonality impacts which beauty products they buy and use, so make sure you’re promoting hair treatment, sunscreen, skin care, and other available beauty products to help keep them looking great even as the sun tries to do its worst.

Don’t forget about email!

With the winter holidays in the rearview mirror, the inbox starts to settle down. This gives you a great opportunity to stand out with a killer email sales pitch or re-booking reminder.

Now, sending email isn’t as sexy as crafting a viral video or social post, but it’s vital that you don’t leave this channel behind when developing your spring marketing plan. Promotional emails have an average open rate of around 50%, making them a fantastic, relatively low-lift way to keep your beauty business top of mind. 

Looking to highlight your assorted Mother’s Day promotions? Create a drip campaign to send out emails over several weeks, offering reminders to book appointments to get ready for the big day or pick up gift cards to honor that special someone. Got a sudden lull in your schedule? Blast out a text message to let your clients know last-minute walk-ins are available. 

And if you’ve got a beauty business platform like Boulevard, you can pull client data into your marketing plans, allowing you to segment your audience by new clients, clients who typically book during the spring, lapsed clients, and much more. That way, you can easily send targeted messages to these smaller audiences to increase your chances of locking in that booking.

Whatever your approach to the spring months is, don’t forget to lean on your analytics. They’ll guide you toward the right trends and help you hone messaging that resonates. Keep trying new things, keep testing, and keep refining your approach, and you’ll find your beauty business blooming well into the year.