How to effectively market beauty treatments in the run-up to Valentine’s Day

Love it or loathe it, Valentine’s Day is an opportunity to upsell beauty services with nail art and encourage clients to try something new. What’s more, you can gain profit from enticing couples into the salon and promoting retail items as gifts.

“The lead up to Valentine’s Day usually sees an influx of clients requiring treatments like waxing, tanning, lashes, brows and nails,” comments Salon System educator & lash and brow expert, Ruth Atkins. “It also is a time whereby budgets may be a bit tight, so be clever with the packages you offer and promote added value, rather than slashing prices. For example, on quieter days, offer money off a certain treatment.”

Ruth Atkins

But how can salons promote these services to clients?

1. Refer-a-friend

“This is a great incentive for clients to spread the word about your services,” shares Ruth. “They receive a reward for every friend they refer who then books a treatment with you.”

2. Automated marketing

Avril Kealy, digital marketing expert at Phorest, comments: “Automated salon marketing tools, like emails, SMS messages and social media ads, are a game-changer for salon owners for key dates like Valentine’s Day, allowing you to stay connected with clients without having to spend too much time or effort on communication.

“Plan your marketing strategy in advance to make the most of it, curating Valentine’s-focused messages that let your clients know that slots are filling fast and that they should book soon. Automated marketing allows you to keep that all-important communication loop that clients love so much, while also working to make your business more money.”

3. Advertise gift vouchers online

“Salon gift vouchers are an extremely popular present for Valentine’ Day,” Avril continues. “Your clients may want to leave hints to their partner, so make sure that you’re not missing out when your clients decide to buy! Make it easier for them to purchase your gift cards by offering them online. When gift cards are available to download as soon as someone purchases them, it not only saves the buyer the hassle of having to visit the salon and pick them up in person, but also allows you to generate revenue without any effort.

“Don’t forget to then advertise your gift cards using SMS and email marketing, as well as social media ads that contain strong call to actions (CTAs) and links back to your gift card buying portal; getting the word out there that you have the perfect gift idea, available to purchase at a click.”

4. Open an online store

Avril also suggests opening an online store, in order to to reach an audience beyond your regular clients while also saving time and physical space in the salon.

She comments: “To supercharge your retail sales this year, open a system-linked online store to start selling your products immediately without any manual product uploads or hassle. With more time available for you to focus on marketing, you can start advertising your products as the perfect Valentine’s gift ideas, boosting your online presence and revenue while doing so.”

When to market

Start marketing Valentine’s packages and treatments in early to mid January, when clients may be more focused on something to look forward to following a hectic Christmas spell. “Ensure you’re using your salon software to help manage and plan your campaign,” suggests Avril.

Check out Valentine’s nail inspo by clicking here.