Best in Beauty
As skincare experts and spa professionals, you understand the satisfaction of discovering a high-quality, multi-benefit product that delivers impressive results in a single formula. A well-crafted, multi-purpose product can elevate your skincare routine by simplifying steps while maximizing results.
When it comes to expanding your reach as a business…why not apply a similar logic?
Like investing in a skincare formula that tackles more than just one issue, focus your marketing efforts on engagements that will benefit your business with diverse results. With the end-of-year shopping season upon us, there’s one standout strategy that brings versatility and impact: a limited-time event!
Hosting an event at your spa is not only a festive way to boost sales but also an opportunity to achieve so much more. A successful event can make a memorable impression in your community, attract new clients, strengthen existing client loyalty, and expand your customer base—all at once.
The potential benefits of hosting a holiday-season spa event are considerable. But ensuring your event is both popular and cost-effective? That requires careful planning. To support spa owners and professionals through the planning process, we’ve created a comprehensive checklist—featuring 12 essential tips for a successful spa event. Use this guide to streamline your event planning and make an impact during the final quarter of the year!
Before diving into the details, start by setting clear targets for your event!
Do you hope to gain new clients? Sell skincare packages? Increase retail? Book more treatments? Think of your goals like a holiday wishlist. Outlining exactly what you want will help you and your teammates stay aligned on the kind of results you’re seeking. Establishing specific goals will also help you measure its success afterward.
Decide if you want to focus on boosting bookings, increasing product sales, welcoming new clients to your business, or another similar goal. When choosing multiple goals, rank them in terms of priority! This will provide you with a framework for choosing the perks of your event. For example, if increasing retail sales is your #1 priority, consider hosting a product-focused event with enticing discounts that steers clients toward the stocked shelves in your spa.
Introducing a booking fee for your spa event is a smart way to ensure you attract guests who are genuinely invested in their skincare journey.
A booking fee also establishes a sense of exclusivity, making your event feel like a premium experience. Guests who have committed are more likely to show up and fully engage, ensuring your time is well-spent connecting with individuals who have an authentic curiosity about becoming loyal clients.
We recommend setting a booking fee of $95, a price point that not only reflects the value of your event but also helps filter out casual attendees. To make the booking fee even more enticing, consider allocating a portion of it toward retail purchases during the event, creating a win-win situation for you and your clients. For a $95 booking fee, we’d recommend setting this at $50. Guests feel they’re getting value right from the start—while you increase the likelihood of product sales.
Exclusive, limited-time deals are what lies at the heart of any successful spa event. They help create a sense of urgency and exclusivity, encouraging clients to take advantage of your offers while they’re still available.
Depending on your key goals, build deals and value bundles that will point your clients toward the products you want them focused on. Here are a couple ideas to get you started:
Email the details of your special offers to your attendees in advance to set the stage for a smooth experience! Sharing information on your retail discounts, exclusive bundles, and event activities beforehand will help your guests to plan their purchases—and get them excited about what’s in store. When clients know what to expect, they’re more likely to come prepared, engage fully, and take advantage of your event’s special offers.
Imagine creating an unforgettable event experience for your clients, only to run out of the items they’re excited to purchase—a missed opportunity that no spa team wants to face. To avoid this, take time during your event planning to assess what you’ll need: from retail products to supplies for mini-services or demos.
Start by reviewing the promotions and bundles you’ll be offering at the event. Will you have holiday gift sets, product-service combos, or exclusive discounts on bestsellers? Ensure you have enough inventory of these key items in anticipation of high demand. Don’t forget to account for any complimentary samples or giveaways, as these can drive additional interest and purchases!
To stay ahead, we recommend placing your product orders at least two weeks before the event. This gives you enough time to receive, unpack, and organize your inventory without feeling rushed—with plenty of time to address any unexpected delays or shortages.
Through November 30th, we’re offering exclusive tiered discounts* on peel treatments for spa owners and professional estheticians!
*A-Zyme treatments are not included in this promotion. Only PHA, Mandelic, and Lactic formulas apply.
The cooler months can leave skin feeling dry, dull, and prone to congestion, but Ultraceuticals’ professional peel treatments are designed to bring back that glow—without the downtime of traditional peel formulas. That’s what sets these peel treatments apart: their gentle yet effective formulation that’s designed to minimize skin irritation and damage.
Get in touch about stocking your spa shelves with these unique peel treatments this holiday season!
When preparing for your event, it’s crucial that your entire team is on the same page. Communicating during your event will be important—but take the time in the weeks prior to your event to build a strong foundation together.
Host a team meeting to discuss your event’s goals well in advance of your event. Cover the promotions you’ll be running, and the roles each team member will play. Utilizing a goal chart or visual tracker, to be displayed in an employee common area, is a helpful way to keep everyone well-prepared and well-informed. Outline specific goals for the event, such as sales targets, appointment bookings, or the number of retail products sold.
Leading up to your event, the goals are to keep everyone on your team focused on shared objectives—and find ways to motivate them. To get your staff engaged, consider introducing an incentive program. Reward top performers with prizes: gift cards, extra paid time off, or a special treat like a spa service of their own. In addition to your shared goals as a team, each staff member will be eager to work toward a potential prize and appreciate that their efforts during the busy holiday season are recognized.
Once you’ve nailed down the specific details of your event, it’s time to create the buzz!
Let your existing customer base know what’s around the corner. A save-the-date email to your current mailing list is a simple but effective way to make sure your current clientele marks their calendars accordingly. Underscore those efforts with a fun countdown on social media, with frequent reminders and engaging teasers that let your followers know that your event date is approaching. Think of these teasers as little hints that build curiosity: maybe it’s a sneak peek of the event’s theme or a snapshot of a must-try product that’ll be featured. Let your followers get just enough of a preview to make them want more.
Social media stories are also a great way to share behind-the-scenes style content that keeps your followers aware of your event plans. Show glimpses of your event prep—like setting up decor, testing out mini-treatments, or unboxing exclusive products—to help them feel like they’re getting an insider’s view of the upcoming event. It’s a meaningful but simple effort that helps build a sense of connection and anticipation between your spa and your target audience.
Your goal: make clients feel like this event is NOT one to be missed.
Beginning your promotions at least 4 weeks in advance of the event date will grant you and your team ample time to build up that buzz. Don’t forget to add signage throughout your location, too!
Your spa offers a relaxing escape for your clients, where they can treat themselves to products and services that will enhance their wellness and confidence in themselves—all year long. That being said: your event should offer something unique, beyond what they can enjoy at your location any other day out of the year.
To make your event unforgettable, focus on creating an atmosphere of exclusivity and excitement. Tailored perks and unique offerings not only add value but also set the event apart from the everyday spa experience.
Build anticipation through your marketing efforts by highlighting the exclusive perks of your event. Whether it’s a complimentary holiday-themed mini-treatment, early access to your most popular products, or a raffle for premium prizes, these touches make the event feel like a can’t-miss opportunity.
Personalization also goes a long way. Individualized offerings like tailored consultations or product recommendations can show clients that their unique needs are top of mind, helping them feel comfortable and confident putting their trust in your staff for guidance on their wellness journey.
For an added tier of exclusivity, we also recommend exploring the opportunity to split your event into two segments: an all-day event for general attendees and an exclusive VIP night for select guests. Use this to create an elevated experience for your top clients—featuring added perks like access to VIP discounts, one-on-one consultations, or complimentary mini-treatments.
Your attendees want to feel like they’re getting something truly special at your event, and thoughtfully curated service packages with holiday-themed touches can make all the difference.
Before the event, take time to create packages that your clients will be excited to explore. We suggest offering at least four distinct options to give them the thrill of choice while catering to a range of preferences and budgets. Be sure to clearly highlight the details and savings for each package so clients can easily understand the value.
For larger or premium packages, consider offering payment plans to make them more accessible. Allowing clients to pay in installments can help give them the confidence to invest in higher-priced options—and they’ll appreciate the convenience your team offers to meet their needs!
Not everyone will be able to attend your spa event in person, but that doesn’t mean they have to miss out on the excitement—or the special deals! Offering over-the-phone orders is an excellent way to ensure your clients near and far can take advantage of your event’s exclusive discounts and promotions. Your thoughtful consideration of clients that cannot attend will help you build trust and loyalty among a broader range of clients.
To make this process seamless, clearly communicate to your client base that over-the-phone orders will be available throughout the day of the event. Include these details in your pre-event emails and social media announcements.
Over-the-phone orders should be factored into your staff’s preparation, too. Empower your team with the resources they need to handle these calls efficiently, from taking orders to processing payments.
Whether you’re aiming for 20 guests or 100, defining an attendee target helps you stay focused and organized throughout the planning process—and ensures your space is prepared to accommodate every guest.
Start by considering the capacity of your spa and the type of event you’re hosting. For a more intimate event, like a VIP night with exclusive perks, a smaller attendee goal may be ideal to ensure a personalized experience. For larger, community-focused events, you can aim for higher attendance to maximize exposure and sales.
Having an attendee goal also helps with logistical planning, such as staffing, stocking inventory, and preparing refreshments. When you know how many people to expect, you can ensure everyone has a hassle-free experience—your clients and staff alike.
Adding door prizes and raffles to your spa event is a fantastic way to create excitement, keep attendees engaged, and encourage participation—especially during the holidays! Bring on some extra holiday cheer to your spa event with festive prizes and seasonal surprises.
These added, unexpected benefits to this in-person experience will make your guests feel appreciated throughout the entire event. Greet your guests with a festive treat, such as a travel-sized skincare product wrapped in holiday packaging, a small self-care goodie bag, or a discount voucher for their next service. These little gifts set the tone for a warm and welcoming event.
Throughout the event, raffles will give your attendees something special to look forward to. Announce drawing times and encourage entries by tying them to specific actions—like making a purchase, booking a service, or referring a friend to your spa.
Congratulations: your event is done and all wrapped up! However—that doesn’t mean you’re done just yet.
Client engagement should not come to a halt after your event is over. In fact, the follow-up phase is a golden opportunity to keep the momentum you’ve built at your event going strong. Now, it’s time to further strengthen those connections you made.
Reach out to attendees with a simple thank-you message—because showing your appreciation goes a long way! It’s also an easy way to remind clients of the fantastic experience they had at your event. Consider adding a small post-event perk (like a limited-time discount on a product they loved or a discount on their next service) as a thoughtful gesture that shows you value their business and gives them a reason to come back soon.
For those clients who booked services during the event, follow up to confirm their appointments and provide any helpful recommendations based on their specific needs. You could also take this opportunity to invite clients to join your loyalty program if they haven’t already or sign up for future events or workshops.
By keeping communication open and continuing to offer value, you’re nurturing relationships that can lead to future bookings, positive word-of-mouth, and a loyal client base that’s excited to return.
Armed with these strategies, you’re ready to create an unforgettable event that your clients will love.
Remember: hosting events isn’t just about one-time sales. It’s about investing your time and effort into a multi-functional event that helps your business do more—building lasting relationships and creating experiences that clients will talk about long after they leave.
For more expert tips and insights to support your journey as a spa owner, head over to our blog or get in touch to connect with our team about elevating your business.
Join our beauty pro community and be the first to know about new product launches, expert tips, and exclusive offers—all delivered straight to your inbox. Perfect for estheticians, stylists, and skincare professionals.
Discover best practices in elevating your salon or spa to success, including marketing tips, event-hosting hacks, and staying on top of the latest industry trends.
