Marketing & Promotions

Making the Most of Mother’s Day

Mother’s Day is just a flip of the calendar away, and what mom couldn’t use a little TLC for her special day? We contacted a few spas to see how they plan to pamper moms.  

Three major holidays give spa owners the chance to appreciate their customers while selling an increased number of services and gift cards: Christmas, Valentine’s Day, and Mother’s Day. Some spas offer limited-time services created especially for the holiday. Others provide a discount off services already on the menu. Many spas offer an incentive for purchasing gift certificates to make sure Mom returns. All of these can be successful ways not only to bring in new clients, but also to start conversations about why buying Mom a gift from your spa is the best choice this Mother’s Day. Don’t miss the opportunity to suggest your spa to every client who comes through your doors ... or who visits your Facebook page.

 

Fresh Salon & Spa, Sarasota, Fla.

Fresh is an oasis from Mom’s demanding schedule, but many moms don’t know they can be pampered in less time. Fresh offers the “Mom-on-the-Go” package so working moms, single moms, and new moms can fit the services they want into their busy lifestyle. ($85/1.5 hours)

Package includes:

> 20 minutes of reflexology: Relax, unwind, decompress. Twenty minutes of reflexology helps clients quiet their soul to more fully enjoy their mini spa services.

> Mini Mani: a dry manicure where cuticles are trimmed, and nails are shaped and buffed. Hands are massaged before nails are polished.

> Express Pedi: Feet are cleansed, cuticles are trimmed, and nails are shaped and buffed. Feet are massaged and hydrated before relaxed clients are sent out with perfectly polished toes.

“Gift with Purchase” Pedicure ($55-$65/1.5 hours)

Fresh offers guests a complimentary mini mani or paraffin dip with every pedicure purchased for Mom. Moms will be delighted with this dreamy pedi:

 

Thai Coconut Lemongrass Pedicure

Fresh uses Bella Luccè spa products for their nail services. Bella Luccè is a handcrafted, artisan line that supports charitable organizations working to alleviate global problems from hunger to illiteracy.

1. Feet are soaked in warm foot bath.

2. Cuticle care is performed, along with nail and foot filing.

3. Skin is exfoliated using Green Tea and Crushed Rice Sugar Scrub.

4. Skin is hydrated with a foot mask.

5. Skin is cleansed. Then clients enjoy a massage as their skin is moisturized using Thai Coconut Lemongrass Silk & Honey Lotion.

6. Nails are cleansed and polished.

Mommy & Me Package (time and cost varies)

Though it sounds like a date with your Mini Me, this package is all about Mom and an adult daughter or friend spending a spa day together. With a minimum of two people, guests are invited to choose multiple services from the menu to create their personalized spa day. Services must include one 55-minute service, such as a pedicure, facial, or massage. Guests receive 10% off all services.

 

 Lacquer Lounge, Philadelphia, Pa.

Owner Lisa McElhone gives guests a few different options for Mother’s Day, so whether they’re looking for nail services, waxing, or retail, Lacquer Lounge can meet their gift-giving needs.

1. Mommy & Me Manis and Mimosas ($20-$35/45 minutes to one hour depending on which manicure Mom chooses).

Lacquer Lounge offers the gift of ­quality time with its Mommy and Me Manis and Mimosas service. Mom and daughter receive VIP pampering with a Mani of Mom’s Choice and a Li’l Lacquer Service (which includes free nail art). Guests toast their time together with a mimosa for Mom and a kid-friendly refreshment for the Li’l Lady.

2. Motherly Glow Package ($95). Lacquer Lounge offers all these services individually. Purchased as a special package for Mother’s Day, clients enjoy a $25 savings.

> Signature Mani and Pedi (Add French polish or nail art free.)

> Custom Full-Body Airbrush Tan

> Eyebrow Shaping and Lip Wax

3. Receive 20% off of all services, retail products, and accessories in the Beautique on Mother’s Day.

4. Purchase $100 in gift certificates and receive a free Express Manicure.

 

Kings Hill Nails, Kent, England

Owner Caroline Bridger creates three special packages for Mother’s Day and all of them are mother/daughter two-fers. Services are performed side by side and techs allow one-and-a-half to two hours per guest. She markets the appointments as “a way to spoil yourself and your Mum.” Bridger offers her guests a beverage, including coffee, tea, soda, wine, or spirits, plus sweet treats, such as cakes or biscuits. Moms feel special not only from the treatments, but by being pampered during quality time with their daughters.

1. Time for Two (£65 or $110; a savings of $25). Mom and daughter each get a mani and pedi, with Gelish polish on the fingers and Vinylux on the toes.

2. Me and You (£80 or $135; a savings of $33). This package extends the joy with gel-polish on both the fingers and toes.

3. Gelish Nails & LVL Lashes (£130 of $216; a savings of $60). Mom and daughter walk away looking lovely with a long-lasting gel-polish manicure and lengthened lashes.

 

Kyle Kurtis Salon & Spa, North Port, Fla.

Owner Amy Keller Schuldt chose to create a special Mother’s Day pedicure using products from a local company, Lolablue, which sells organic scrubs, lotions, soaps, and sprays. Clients love the products, and they work well in salon services, such as this:

Sexy Mama Pedicure ($30/1 hour)

1. Evaluate the client’s feet.

2. Soak the feet in warm foot bath.

3. Remove the feet for cuticle care, foot file, and nail shaping.

4. Use Lolablue Sexy Mama Sugar Scrub to exfoliate the client’s skin.

5. Cleanse the foot, then massage with Sexy Mama Body Whip.

6. Wrap the feet in warm towels. Let the client rest for five to 10 minutes. Remove towels.

7. Cleanse nail plate and polish nails.

 

 

Nail’d by Meggan, Burley, Idaho

Owner Meggan Anderson is a pro at creating specialty pedicures, and she uses Mother’s Day as an opportunity to pamper her clients with “limited-time” offers. This Mother’s Day, she’ll use Champagne and Rose products from Keyano Aromatics in her Mother’s Day service.

Pamper Me, Please Pedicure ($65/1.5 hours)

1. Add rose-scented Pedi-Redi to the pedicure bath and soak the feet for about 10 minutes.

2. Dry the feet; shape and prep the nails.

3. Exfoliate the skin using Keyano Aromatics’ Champagne and Rose scrub.

4. Buff the feet.

5. Cleanse the feet and pat dry.

6. Massage the legs and feet with Keyano Aromatics’ Champagne and Rose cream.

7. Clients can choose gel-polish or glitter nails.

 

 

Footique, Columbus, Ga.

Owner Pinki Shah changes the scent of her featured spa services each season. For Mother’s Day, she will stay with her favorite spa line, ME! Bath, opting for a fresh and fruity scent of Apple Blossoms with Kumquat and Cedar Honey. Her guests will love this Mother’s Day special:

Apple Blossom Pedicure ($55/1 hour) and Manicure ($45/1 hour)

1. Soak the feet in the bath using an Apple Blossom and Kumquat bath bomb from ME! Bath.

2. Shape the nails and complete cuticle work.

3. Scrub to exfoliate the skin using Apple Blossom and Kumquat scrub.

4. Rinse the feet and apply a hydrating marine mask.

5. Wrap the feet in warm towels and let client relax for five minutes.

6. Remove the mask using the warm towels.

7. Massage feet with Apple Blossom and Kumquat Ultra-Rich Crème.

8. Cleanse nail plate and polish.

 

Put Some Muscle Behind Your Marketing

Mother’s Day specials are a great way to increase business, but they only work if you promote what you’re selling. Here are six ways to increase revenue during the short season surrounding Mother’s Day:

1. Send out an e-mail blast. E-mail blasts offer a beautiful and colorful way to promote upcoming specials and have the added bonus of being easy to forward to people wondering what to buy as the “perfect gift.” Be sure to include a link to purchase a gift certificate online to make gift-giving seamless.

2. Use Facebook. You can opt to link your e-mail blast to Facebook or create stand-alone status updates. Either way, be sure to include an eye-catching graphic, a creative description, and a link to purchase gift certificates.

3. Include in-spa promotions. Don’t overlook high-traffic, common areas, such as the waiting room, reception desk, and restrooms as places to suggest gift certificates for Mother’s Day. Design an appealing flier, use descriptive language, and include a price with features, adding extras such as mimosas, chocolates, extended massage, etc. Offer a spa business card to every client as she checks out — with the suggestion that she give the card to her kids or husband so they know what she really wants for Mother’s Day.

4. Offer nail art for a last-minute upsell. Yuliya Normand, a nail tech at Kyle Kurtis Salon & Spa, suggests soft, elegant nail art so clients feel special long after they’ve left the salon. Normand charges $2-$5 per nail for art, and clients can opt for art on fingers or toes.

5. How about sandwich boards with balloons? If you’re in a high-traffic area, put out a sandwich board advertising your Mother’s Day promotion. Let potential customers know a manicure and pedicure are the perfect Mother’s Day gift. Add balloons to draw attention and be sure to use colorful chalk and pretty lettering.

6. Take advantage of connections with local schools and organizations. LeeAnne Swor, owner of L. Spa in Sarasota, Fla., prints a few hundred fliers and brings them to the school closest to her spa. The school includes the fliers in the kids’ homework folders. When parents go through the paperwork, they find a 20%-off coupon from L. Spa with a note about how much they appreciate moms.

For more ideas to make your Mother’s Day a success, go to www.nailsmag.com/mothersday.

 

 

 

Keywords:   Mother's Day     Mother's Day promotions  

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