Whether your business currently offers makeup applications or if it’s new to your service menu, there are plenty of ways you can enhance marketing these services to clients. By utilizing these simple-to-implement suggestions, you can significantly increase spa traffic and, ultimately, increase revenue. Here are some ways you can drive more business in the spa and have a positive impact on your return on investment by marketing makeup services to clientele.

MAKE A PROMOTION CALENDAR
Focus on what you want to promote, then let clients know it is available. You can make flyers, have a rotating slideshow on a television in the lobby area, use banners on your website, post on social media, e-mail customers, and employ several other distribution methods. You can also offer mobile makeup application services for the on-the-go customer and upcharge for travel fees. Include a reminder with each promotion. Some promotional ideas include:

• seasonal makeup looks with reference photos (holiday specials)
• monthly makeup specials, like spray tans during the summer, long-wear red lipstick during holidays, false eyelash application during happy hour, and so forth.
• annual birthday specials (for example, during their birthday month, clients can receive a 10-minute complimentary makeover or 50 percent discount on makeup application)

CREATE A LOYALTY PROGRAM
Clients like to feel valued. Reward them for their repeat and referral business. Some examples of ways to show clients appreciation are:

• Create client memberships, where they can earn points for referrals and cash them in for gift certificates for makeup services, like a free airbrush upgrade, free shimmer and contour during a spray tan, or a free false eyelash application with a makeup application.
• Offer VIP status for five or more referrals or host private events for VIP clients only.

• Launch win back campaigns, sending notes to non-repeat clients announcing new menu services.

IN-SPA MARKETING PROMOTIONS
Train staff to market promotions in the spa. Toward the end of each service, have them upsell clients to a miniature makeover. At checkout, as they are rebooking clients for their next session, teach them to cross-sell and upsell. For instance, they could hand out a brochure or flyer promoting the spa’s makeup services (include images). You can also create coupons and discounts for existing customers, like 20 percent off their first makeup application, expiring 30 days out. Encourage staff to participate. Have the makeup artists do makeup on employees as a walking advertisement.

Market in the spa by hosting an event, such as makeup technique class, bridal open house, customer appreciation event, workshop, and so forth. Set up a selfie station and encourage clients to use the spa’s hashtag in social media posts. Or you can also set up a mirror in front of your chair, so clients can take a selfie and post it to social media.

Partner with local businesses that utilize makeup services, such as photographers, bridal shops, banquet halls, and more to enhance your business community.

ONLINE DIGITAL MARKETING
Online digital marketing may be an unfamiliar territory for your spa, but there are plenty of beginner options to utilize. To be an effective marketer in today’s world, you must implement visual storytelling. Social media is perhaps the most important marketing platform you should leverage. Run a social promotion. Give away a prize that is relevant to your spa if people sign up for your e-mail list. This could be a gift certificate, free makeover, free eyelashes, or a social takeover. Post pictures of your recent makeup artistry work. Create short videos of tips, tricks, looks on the go, interviews with artists, and so on to post online, including on YouTube. Be present on every platform you have free access to, like Facebook, Instagram, snapchat, YouTube, Yelp, blogs, and so on.

Boost the spa’s online reviews and testimonials, as well. Three out of every four potential clients will search for online reviews before trying out a new spa.

Create an e-mail list. Send offers via e-mail blasts to market new makeup services. Build the list with surveys, giveaways, and more on social media and at the front desk. On the spa’s website, have a signup box for people to be added to the e-mail list.

Consider paid advertising. Create an account on an ad network account, then build digital campaigns with a hyper-targeted audience. These might include Google AdWords, AdRoll Retargeting, Facebook Ads, and many more.

The goal is to target potential clients, increase frequency of your existing clients, and create spa brand ambassadors in an organic, engaging way. If one person loves their treatment results, they will spread the word to their network, then that client broadcasts through their network, and so on. Never underestimate the power of word-of-mouth referrals. Each spa is unique in their own way, so use this Beauty Blueprint as a guide to fine tune marketing ideas that work best for you. At the end of the day, it’s all about enhancing the client experience.

Amanda Azar, L.M.E., is a published makeup artist, medical aesthetician, and body wrapper based in south Florida. She is the founder and executive artist of Azar Beauty, makeup artistry instructor at Cortiva Institute, and lead artist for NewsmaxTV, Pelican Grand’s Pure Spa, and St. Andrews Country Club. Azar has a degree in business management from Florida Atlantic University, diplomas in fashion makeup from Cosmix School of Makeup Artistry and Paramedical Aesthetics from Southeastern College, is dual licensed, and holds over 40 certifications. Azar is a member of the National Association of Professional Businesswomen, National Aesthetic Spa Network, Look Good Feel Better, and a RAW Artist alumni.