Issue link: https://www.ascpskindeepdigital.com/i/734484
50 november/december 2016 BEYOND BIRTHDAYS Newly created holidays have grown in popularity; take November's Singles Day, for example. Popular in China, the day's theme is based on the number ones in the date— 11/11—and provides a chance to celebrate being single. Whether celebrating beverages, foods, flowers, ingredients, lifestyle, or just fun, these special days can be used to attract new clients and engage your loyal clientele. You can begin with an established red-letter day as an inspiration or look at your menu of services and find a holiday to fit. Do you offer a 24-karat- gold facial? Why not tie this treatment to a fun holiday such as King Tut Day on November 4? Or discount a cocoa-infused body wrap on National Chocolate Day (October 28). You can also create your own red-letter day. Think beyond traditional and get your calendar cranking! Urban Aesthetics in Rocklin, California, has only been open a few months, but owner Lindsay Meyer celebrated National Girlfriends Day on August 1. Urban Aesthetics specializes in HydraFacial treatments and quality skin care products and services. Their targeted promotion for Girlfriends Day featured a HydraFacial with two retail products as a gift with purchase. This theme is perfect for girlfriend or sister appreciation gifts, particularly for men who want to recognize the special women in their lives. This promotion capitalizes on the added perceived value of a service and retail gift combination. Better yet, this promotion can easily be repeated for Boyfriends Day on October 3. It just requires a simple switch of products to feature Urban Aesthetics' men's skin care line. SPECIALTY TREATMENTS A spotlight day can inspire a specialized skin or body care treatment targeted to the theme. Some fun ideas include an orange and clove facial for autumn or a citrus facial in honor of National Margarita Day on February 22. Why not incorporate the effective powers of resveratrol with a wine-based treatment? You can tie this to October 16, which is National Red Wine Day, or a local wine tasting. These unique twists keep your clients engaged and help prevent "facial fatigue." Christy Greene, owner of Go See Christy Beauty Boutique in Murietta, California, celebrates autumn with a pumpkin facial. The service is so popular that it sells out every year and loyal clients know to book this seasonal treat a month or more in advance. "The reason this facial is so popular is that it balances out the oiliest skin type while hydrating the driest skin," Greene says. She maximizes the experience by offering a full complement of pumpkin-themed retail products ranging from organic pumpkin spice tea (a big seller) to spiced candles and, of course, skin care and body products. This variety helps clients extend their experience after they leave. To meet the demand, the service is now offered through November. Lead esthetician and spa director Lindsey Robinson of Anjou Spa in Bend, Oregon, created a summer facial with a red, white, and blue Americana theme. The treatment features products that promote the patriotic color palette with red currants, a blueberry detox peel, and a coconut masque. From Memorial Day through Flag Day, the Fourth of July, and even Bastille Day on July 14, this summer sparkler offers a unique experience for tourists and clients. And, of course, this red-letter day treatment has a full selection of retail products to complement the service. CONNECTING THE DOTS: BOOSTING GIFT CARD SALES Every gift card you sell is a potential new client. If the purchaser is not already a client, you have the opportunity to attract two new clients. Red- letter days can boost your gift card sales, not just for birthdays and traditional holidays, but for the entire year. Think beyond the tried-and-true methods and promote gift cards for a little "self-gifting." Plant the seed for retail sales by including a small retail gift with the purchase of a gift card valued at $100 or more. The retail product adds extra value to the gift card amount and your added cost is only the wholesale cost of the product. The icing on the cake is that the average gift card holder spends 20 percent beyond the value of the gift card. Your goal is to not only sell gift cards, but to encourage redemptions beyond the value