While it is true that seasonal treatments are here today and gone tomorrow, they can deliver a lasting impact on a spa’s reputation and revenue potential. Visits to spas and resorts often fluctuate according to the time of year and a spa’s location. So, when visits wane, offering unique, seasonally-inspired treatments services to the menu can attract guests that are yearning for something fresh and different. Seasonal treatments not only help boost revenue through services and retail product sales, but they also give people a reason to keep tabs on what the spa has in store year-round. Clients distinguish the professional or spa from competition because of the new and appealing guest experience offered. Another benefit of seasonal services is that the variety added to the treatment room helps keep team members engaged.

Developing seasonal treatment ideas can be very exciting. Below are suggestions that can help in unleashing creative energy and conceptualizing seasonal services that will captivate clients all year long.

WINTER
In many locations, winter cold and low humidity wreak havoc on skin. As unwelcoming as the wind and weather might be, these frigid months are an ideal time for spas and resorts to highlight the benefits of exfoliation with seasonal twists to delight their guests.
Think about the traditional scents of the holiday season and incorporate them into services. Look for products that include aromas of peppermint, cranberry, caramel, chai, coffee, or chocolate to invigorate the senses and provide a soothing sense of warmth.
Then, brainstorm how these products can be used together to create a themed treatment suitable for the season.
For instance, around Valentine’s Day, some spas offer treatments themed on chocolate covered strawberries using products that incorporate strawberries and chocolate – a combination of ingredients that complement each other and fit the seasonal theme.
Another option is to consider using seasonally appropriate products in add-on services to augment a standard treatment menu. For example, one might offer a specialty foot treatment that features a seasonal sugar scrub as an add-on to a Swedish massage. Or, perhaps, give the option of an aromatherapy upgrade during a manicure or pedicure.
And, as the finishing touch to make a lasting impression, consider serving a seasonally inspired drink to complete clients’ themed experience. Depending on the treatment, a warm mulled orange spice cider or an organic hot chocolate with a peppermint stick can create a perfect ending.

SPRING
Spring is a time of renewal, so seek out products that feature ingredients that conjure feelings of fresh beginnings. For instance, incorporating products with flowers and herbs – like gardenia, rose, mint, lavender, rosemary, or lavender – can bring life to dull skin that has been ravaged by winter and indulge the senses with scents that remind clients of spring’s beauty.
With springtime, clients are preparing to bare their skin in warmer weather. Consider treatments focused on feet and toes. Introducing a floral or herbal pedicure to treatment menus might be an excellent fit. And, the extra-special touch of giving clients a complimentary flower or sample-sized spring product at the end of their visit can ensure that fond memories of their rejuvenating experience at the spa continues at home.

SUMMER
Summer treatments should focus on brightening, hydrating, and protecting skin when mother nature turns up the heat. Summer is a time for picnics, beach trips, and other outdoor activities. Summer often brings to mind the thought of warm sun and refreshing beverages like lemonade, mojitos, strawberry daiquiris, and anything tropical. Incorporating coconut, citrus, or exotic fruits and herbs into services can make a stale treatment menu sizzle.
Pairing a summer-esque body scrub and wrap to pamper skin makes an attractive combination for clients who want soft, glowing skin during the season of shorts and sundresses.

FALL
Ah, autumn and its crisp, cool days! Fall is an ideal time of the year to promote a warm, cocooning body wrap that incorporates pumpkin and spices, such as cinnamon and cloves, or that features a wine harvest theme.
During a facial, why not incorporate a warming scalp massage with a fall-inspired essential oil blend such as one that includes cinnamon, nutmeg, and clove oils. There are many combination possibilities. A professional should always do homework to determine that the oil blend will be safe for use on the scalp and hair.
Another idea that clients might love is a neck, arm, and hand treatment reminiscent of fall scents like pumpkin.
A complete fall body treatment might include products featuring pumpkin, caramel, and other ingredients associated with autumn to immerse clients in the season.

ADDING SEASONAL BODY TREATMENTS TO A MENU
Make no mistake, introducing seasonal treatments requires some work on the professional’s part: brainstorming ideas, planning, testing, adjusting treatment menus, and marketing the newly developed services. But, consistently developing new sets of protocols every month or every few months is well worth the effort. However, professionals must take care not to create an operational nightmare by adding more seasonal services than a team can handle or by failing to plan appropriately.
Here are some tips to help ensure the success of seasonal treatments.

Start Out Slowly and Select Carefully
Begin with quarterly seasonal specials rather than introducing them every month. Just one or two complete treatments or seasonal add-on services can be enough to freshen up a spa menu and grab the attention of new and
returning clients.
When selecting products, carefully consider how well they will work together. Many product companies offer suggestions and protocols on how to use products individually, as well as with other products, to create a seamless, flowing, specialty treatment.

Involve Staff and Vendors
To optimize staff engagement, include them in the process. Spa technicians have a pulse on what clients find appealing, so professionals would be missing out on valuable input if they do not ask for their teams’ suggestions. Also, reach out to product sales representatives for recommendations. They can often share what they have seen work well in the past and offer ideas on what product combinations might attract clients.

Plan Ahead
Begin planning seasonal treatments at least three to six months ahead of when they are intended to be offered. Then, bring ideas to management and owners, if required, for approval. Some spas plan an entire year in advance, using bundled product packages available from vendors throughout the year.
Why plan that far in advance? Waiting until last minute can cause a seasonal treatment menu to fail. It is like organizing a party and not telling anyone about it. No one will be prepared if there is no proper notice given.
After selecting the scents and products that will be incorporated into a seasonal menu, map it out on the calendar so that there is a solid plan. Most product vendors will schedule automatic shipments of seasonal product orders, which eliminates the stress of having to order on time. Scheduling seasonal product purchases ahead of time also prevents the risk of not having the necessary products in time for treatment roll-outs.
The most successful seasonal menus are planned out well ahead of time. Reaching out to vendors in advance for help in designing a seasonal treatment menu for the following year can be highly beneficial. Ask for suggestions for recommended product combinations to incorporate into seasonal treatments. Some vendors even allow their partners to sample ideas so that they can choose the combinations that are the best match for their spa and clientele. In some instances, they may even be able to help with copywriting, artwork, and marketing efforts.

MARKETING AND PROMOTING SEASONAL TREATMENTS
No matter how thoughtfully seasonal treatments are selected, professionals will not get optimal traction with them unless proper effort is given to marketing and promotion activities. Put on a creativity cap to craft catchy names and taglines that will grab attention. Remember, team members’ input can help immensely.
To ensure the team does not miss a beat in getting the word out about seasonal treatments online, on-site, and in print, use a calendar to plan marketing activities and content. If there is a dedicated marketing team, use that in-house resource to develop content and prepare its execution. If writing the content personally, planning will be ultra-critical as to not let opportunities slip through the cracks. If the task seems daunting, consider bringing on an independent contractor or firm to help market seasonal
Primary marketing activities for promoting seasonal treatments include social media, website, on-site promotion, direct mail, and e-mail marketing.
Social media: Write, secure images, and decide on a publishing schedule for posts in advance to avoid scrambling at the last minute or completely missing the opportunity to raise awareness of seasonal offerings. Also, consider paying to promote posts. With social media platforms’ algorithms minimizing reach, ads and promoted posts are a cost-effective way to make sure more people see updates in their timeline.
Website: Featuring seasonal specials on the spa’s website will have a tremendous effect on generating awareness of what the spa is offering. Having a seasonal offerings section on the spa’s website that has compelling copywriting and photography is great for evoking the sentiments of the season.
On-site promotion: This must happen, as well, in the spa’s lobby, treatment rooms, and so forth. Use signage that prominently displays seasonal treatments and products with irresistible images. Point-of-sale promotion can drive retail sales as clients feel inspired to take their experience home or gift a taste of the seasonal spa experience to a friend or loved one.
Direct mail: Do not underestimate the value of sending a promotional card in the mail.
Email marketing: A well-executed email marketing campaign will enable the spa to inform loyal clients about seasonal offerings. It also makes it easy for those people to share information with their family and friends. Make sure to have a captivating subject line and, as in any marketing content, paint a picture with words and images of how treatments will benefit clients.

Seasonal treatments are always in season. No matter where the spa resides, many product and ingredient combination possibilities exist for creating enticing seasonal treatments that fit the locale. Creativity and impeccable planning are key to developing special offerings that will appeal to clients at opportune times throughout the year. Involve team members and product vendors to explore potential ideas – and do so at least one full quarter in advance of each season to allow enough time to decide on the treatments and develop a marketing strategy.
Including seasonal treatments in a spa menu can attract new clients and give loyal clients something new and unique to look forward to year-round. Themed offerings also help drive more sales of services and retail products, in addition to enhancing a spa’s image. Success is always in season and seasonal treatments can help ensure the spa stays competitive and profitable in the spring, summer, fall, and winter.

Heather Kreider, co-owner of Makes Scents Natural Spa Line, has lived and breathed the spa industry for 19 years. Her credentials include post-graduate certification in advanced skin care at the International Dermal Institute and experience as an aesthetician specializing in European skin care. Kreider is also a licensed registered nurse. Besides Kreider’s company’s signature line of products, they also create custom formulations for spas who wish to offer their own distinctive treatments. All of their products – including natural, vegan, and organic – are certified cruelty-free by the Coalition for Consumer Information on Cosmetics (CCIC). This email address is being protected from spambots. You need JavaScript enabled to view it. or 717-824-3094