Best in Beauty
Summer doesn’t happen all at once—it unfolds in phases, each with its own rhythm, energy, and evolving skincare needs. Every stage offers a unique opportunity to create spa events that feel timely, thoughtful, and truly aligned with what your clients are looking for in the moment.
At the start of summer, clients are all about prepping their skin for vacations, beach days, and weekend getaways. Mid-season? They’re dealing with the effects of sun, sweat, and SPF buildup. And as summer winds down, they’re trying to hang onto that glow while easing back into routines and cooler weather.
To keep the momentum going, we’ve broken this guide into three key phases of summer—each with an event theme to help your spa stay top of mind all season long.
Late spring through early summer is when clients are booking their warm weather trips, weekend getaways, and beach days—and they’re looking for ways to feel confident in their skin before takeoff.
Consider using this as your inspiration for an event during this first phase of summer. Sharing these easy, real-life tips as part of your spa event (and on social!) is a great way to show your clients you’ve got their back, even at 30,000 feet.
Airplane cabins are notoriously dry. Humidity levels can dip as low as 10%, which is a fast track to dehydration, dullness, and irritation. Hosting a Pre-Flight Skincare-themed event is a fun, timely way to help clients prep their skin for upcoming trips while positioning your team as the go-to experts for a travel-ready glow.
Set up a demo bar or mini consult table where clients can try travel-friendly products and learn how to layer their skincare for long flights. Share easy tips like:
Elevate your spa’s services if you can with tools like the Sonophoresis, which uses low-frequency ultrasound to help topical treatments penetrate more deeply. Because it’s tech-forward and results-driven, it’s a great upsell—especially during a pre-flight treatment that focuses on improved hydration and preventative care.
Invite guests to pre-book a post-trip facial at a discounted rate. Promote it as their skin’s “recovery plan” after time in the sun, sand, and airplane air. It keeps your service calendar full after the trip, too!
Consider curating a limited-time travel bundle with TSA-friendly skincare. Pack it in a branded pouch or clear travel bag and position it as a must-have for carry-ons. It also makes a great gift card upsell.
By mid-summer, the long days in the sun and extra time outside start to catch up with your clients’ skin. They’ve had their fun, but might be in the market for a little post-sun R&R.
This phase is the perfect time to slow things down and invite your clients to refocus on skin TLC.
After weeks of sun, sweat, travel, and nonstop summer hustle, your clients’ skin is probably feeling a little…over it. Hosting a mid-summer event focused on skin recovery is a timely way to help them hit reset.
Consider it an invitation for your clients to cool down, check in with their skin, and start healing the damage they might not even realize is there.
If you know, you know: the OBSERV 520X is a powerful imaging system, using different light modes to take super detailed images to give skincare pros a behind-the-scenes look at what your skin really needs.At your summer spa event, you can promote the OBSERV 520X as a means of unveiling what those endless days in the sun are really doing to skin, on the surface and underneath. Use this diagnostic moment as a conversation starter to recommend recovery-focused services and targeted products, turning curiosity into bookings and retail sales.
Skin analysis adds instant credibility and makes every other recommendation feel personalized and purposeful. Let guests view their results. Then, walk them through what they’re seeing and which products or treatments will help repair, calm, or restore balance.
Got dehydration? Go with a hyaluronic-focused treatment. Seeing pigmentation pop up? Suggest brightening or barrier-boosting facials.
After seeing their scan, many guests will be motivated to upgrade their home routine. Offer take-home kits that can be positioned as the perfect post-sun pick-me-up after and between skin treatments to keep their skin healthy and protected from powerful UVs. Include calming, hydrating essentials: non-greasy SPF formulas, lightweight serums, calming gel masks, and barrier-repair moisturizers.
As summer winds down, your clients are starting to shift back into routines—school drop-offs, busier schedules, and maybe a little less time by the pool. But that doesn’t mean they’re ready to let go of their summer glow just yet.
This phase should be all about helping clients maintain that sun-kissed look while supporting their skin as the seasons begin to change. Host a feel-good event that helps them show off the glow they’ve earned while also setting them up for healthy skin going into fall.
Build your menu around services that boost radiance without stripping the skin. An event focused on glow maintenance can help clients preserve their radiance while transitioning into fall-ready restorative skincare routines.
Think gentle exfoliation, light brightening facials, and custom treatments designed to even out tone and texture post-summer. Offer an express treatment for clients who want something quick, effective, and schedule-friendly.
The DiamondTome DT2 is perfect for mini services or sample treatments during spa events. This crystal-free microdermabrasion system gently removes dull, dry surface cells to reveal a smoother, more polished complexion. It lends itself to mini services or teaser treatments that give clients a noticeable glow in just a few minutes—and a compelling reason to book the full version.
The elevator pitch: it delivers visible glow and silky texture in just a few minutes, helping you upsell full services while giving clients that immediate “wow” factor.
Round out the experience with homecare recommendations that keep the glow going. Lightweight serums, brightening boosters like the Ultra Brightening Serum, and hydrating masks are perfect for helping clients maintain that lit-from-within look as cooler weather sets in. They still want the glow—just without the lingering sun damage.
Tailoring your spa’s promotional calendar to match the natural rhythm of the season will help create experiences your clients actually want to show up for. Choose one phase of summer that resonates the most with your business goals or go for all three—just don’t let this season pass without giving your business the opportunity to glow (alongside your clients)!
Need a little backup to make this your spa’s best summer yet? Let’s chat about tools and treatment options that can help take your seasonal services to the next level.
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