Category Archives: Spa Marketing

Small Products – Big Profits

Christmas is almost here. How about to boosting your sales without investing a lot of money in retail?

A great way to help you in that quest is to purchase trial Size products that are available now to help you to increase your profits.

Here are 3 easy ways to increase your sales using trial size products:

  • Boost your services sales

Use the 2oz products to add value on your services. A good example would be to create a Holiday Facial and to promote it, you can advertise:  Get a Holiday facial and get a free homecare kit.  On your kit you can have cleanser, toner, serum and moisturizer on the kit).

Here how you can create a Holiday facial: mix peppermint tea with our Revitalizing Mud Mask. The tea will give the nice scent of the holidays while the mask combine with the antioxidant power of the tea will boost the skin)

You can also use our Pumpkin Mask for a Holiday facial.

  •  Boost gift certificate sales

Here you can use the 2oz products to help on your Gift Certificate Sales. You can advertise:

“Buy a Gift Certificate for a massage or body scrub/mask and get free body butter”

“Buy a Gift Certificate for a facial and get a free serum”

“Buy a Gift Certificate for Microdermabrasion or Peel series and get a free homecare kit”

  • Introduce your brand/Boost your retail

Around the Holidays, it is always nice to have small items for retail around your check out area. You don’t need to spend a lot of money on it, maybe have a sign saying “Christmas stocking ideas “, or “Holidays beauty  gifts”  for an example and display the 2 oz products. Because of the lower prices, these products are easy to sell and you can make money selling in quantities.

All our 2oz products are available for private label. You can start branding yourself with just one product.

For an example, you can start to market your skincare line selling a body butter that can be used on face and body or you can start with mini homecare kits. Like I said before, the 2oz products promote an easier sale and will help you to expose your clients to your own skincare line.

If you would like more information on our private label program, feel free to email us at

Homecare Kit: The power of the 3 C’s

I know a lot of amazing professionals that are uncomfortable selling home skincare products to their customers because they don’t want it feel pushy.  I totally get it, we are not in the car sales business and most of us don’t like to sell. You need to remember you are the expert and in order for your clients to obtain optimized results, they need a good skin regimen at home to be successful.

Your clients trust your expert guidance and when you explain about the benefits of a good home care they will listen to you. Remember if they don’t buy what they need from you they will get it somewhere else.  I have had clients tell me that they want their skin care professional or technician to tell them what to do and buy.  We have to get out of our heads and give them the guidance they need to get the right home skincare.  If you sell products your clients can buy somewhere else  educate them about counterfeits and expired products sold online that look the same but don’t deliver the same.

To avoid any competition, you can have your own skincare line.  Aesthetic Back Bar helps you develop your skincare line. With very low minimums and an easy process you can private label in as fast as a couple of weeks. Develop a home care protocol that can be easily implemented and repeated.

3 C’s for your home skincare regimen

  1. Condition – Observe the client’s skin. Do they have oily, normal, sensitive or dry skin. Check for sun damage, large pores, hyper and hypo-pigmentation.
  2. Concerns – Have your client look in the mirror and ask questions.  Let them point out their main concerns. Listen and acknowledge and respond.  This is a great opportunity to engage the clients on what benefits the skincare you choose will give them. Educate them on ingredients and how it will help your client.
  3. Commitment/Consistency – Help your clients understand the importance of keeping a daily home routine for best results. I like to tell my clients that using a good home skincare regimen is like going to the gym.  You will only see results if you are consistency and committed.

A great tool you can use is writing or printing out the steps of the ideal skincare regimen for your client.  I like to have it on a half sheet of paper with the spa logo.  On it I have AM and PM at the top.  I put the steps to their customized home skin care routine in order. Keep a copy or write down what was recommended.  Even if they do not purchase all at once they know what you recommend. Be confident and don’t be afraid to share with your client.

Setting your spa apart with branding

According to the dictionary, branding is to assign a brand name to, the promotion of a particular product or company by means of advertising and distinctive design.

Branding is one of the most important factors for success in any type of business. Branding will elevate you and give you an edge in our competitive market.

What will promote and give your spa the edge? Creating your own style, your own brand and great customer service is the important for success. Researchers say that word of mouth is more powerful then expensive advertising. What can you add to your spa experience that will build repeat business?

Your brand comes from a clear image of who you are, who you want to be and what others perceive you to be.

Ask these four questions:

  • What is the spa mission?
  • What do I want my spa to look like?
  • How do I want people to feel about me or the spa?
  • What is the spa character or personality?

Write down your answers, they will guide you to create your business mission and guide you to find what makes you unique.

In my opinion, these are some things that clients are looking for.   These pointers will make your business stand out:

Cleanliness: Make sure your treatment rooms are clean, organized, and welcoming.  Use all the sanitation standards, trust me, clients will be noticing all the details.

BE ON TIME!!!!! –  Please, this is very important, especially if you have a first time client. You don’t want to start a treatment this way.  In order to avoid running of time, and having client’s waiting, have a buffer time on your schedule from 15min to 30 min.

Brand with your logo – When posting or doing any marketing with images insert your logo to them.  Make sure your logo is on everything you send out so your followers recognize your business.

Relaxation: Use aromatherapy to give a simple scent of relaxation. Use soothing music to create the atmosphere. The extra touches make a difference.  Find ways to make your clients feel comfortable.

Listen to your client: This is a big one! Please listen to their needs, their expectations. The service is all about them, not you. Even if you have a regular customer, before you start, ask if they have something in mind and how you could help.

Have a treatment protocol: this will guide you to create your services, its duration and what it entails. If you need any ideas of protocols, we do have protocols available at www.aestheticbackbar .com or you can request by email:

Home Care Regimen – Provide the tools your client needs to keep their skin looking beautiful between their treatments.  If you don’t sell them what they need they will go somewhere else and buy it.  Private labeling is a great option here.  You can brand your own product line.

Some may sound simple but sometimes we need little reminders to work on these or to keep these up. Please let us know if you have any questions or comments.

9 Ways to increase your profit for the Holidays

There are currently 16 weeks until Christmas and here are 10 ideas for you to increase your profits and have a very Merry Holidays!spa holiday marketing ideas
  1. Front Desk Quick Sells You can add lip-glosses, eye shadows trios, loose minerals, baked foundation, compressed mineral make-up and even eye cream at your front desk as quick gift ideas. Those are good price point and ease sellers. Our lip-glosses and makeup are natural, high quality with a great price. You can profit 50% to 70%. Place items that are no-brainers, easy to just add to a sale.
  2. Have little deals to move your retail fastExample: Buy a product kit and get a free peel on your next facial. The cost of a peel is very little for you, but it is a good added value for a treatment. You can even add the value price of the peel to make it more attractive. Example: Buy a product kit and get a Free Peel valued of $$$
  3. Encourage your clients to buy your retail products as Christmas gifts – Example: Buy $200 in retail products and get a FREE microdermabrasion (or you can say, a peel, or a mini facial). You can package or couple up products.
  4. Sell series of treatmentsWe have great peels that you can use for fall, like the Enzyme Pumpkin Peel II that has 12% glycolic and it is great to rejuvenate the skin transforming dull, lifeless skin.We have spas that will sell a package of 4 of these for a set price.They have their client come in every two weeks and it gets their skin looking amazing just in time for Christmas.
  5. Sell Gift Certificates – Here you can also give a little incentive to your customers to buy more. Example: For every $100 towards gift certificates get $25 credit to use towards your favorite treatment. “The more you give the more credits you accumulate to be used on your favorite treatments”. Make sure to add expiration date on your gift certificates.
  6. Instead of discounting treatments, add valued services on them – Example: Promote Free Add-ons for Facials /treatments instead of offer discounts. You can add an extra peel for the hands, or facial massage, hand massage, hot stones. Don’t forget to add the valued price, example: Buy our (name of your facial/treatment) and get a Free enzyme complexion peel for Your Hands, valued of $$$$
  7. Create a Holiday Facial – You can use our Mud Mask and our Peppermint Essential oil and create a “Peppermint Mud Facial”. Our peppermint oil is ok to be added on the face, but make sure to find out if your client has any allergies. To be safe, you can diffuse it. You can also create a “Peppermint Renewal Facial”, using our Renewal mask and instead of mixing the powder with water you can mix with peppermint tea. You can do the same with the Anti-Aging Mask, mixing peppermint tea on the anti-aging mask and create the “Peppermint Anti-Aging Facial”. Peppermint lotion can also be used on the face and body. The Pumpkin Enzyme Mask I or II can be used to create a “Pumpkin Pie Facial”. Pumpkin is great for the fall and holiday season.
  8. Add Body Butters for your retail – With the season changes, the skin needs hydration. Our Body Butters are luxurious, perfect to all skin types, all natural, made of coconut and essential oils (Lavender, Neroli, and Mandarin). You can profit from 50% up to 150%, depending on your mark up. These butters are also available for Private Label. These items can be private labeled and are great gift ideas. Place a test in the retail section and your customers will get hooked.
  9. Have your own products with our Private Label. We can help you with that. –  If you aren’t our Private Label client yet, take advantage now and have you own line before the Holidays. Our minimums are very low, only 3 products per SKU and if you make your first order until September 29th, get 50% on our one time only set up fee. Pay only $75, instead of $150. For more information, email us:

Cheat Sheet for a Successful Spa Open House

I have had my share of really bad and really good open house events.  You know the ones that no one show up to and then ones that fill up your spa girls open houseand there is only standing room space.  Throughout the years we have learned some dos and don’ts. We have a quick spa open house cheat sheet.

What do you call your event?

You can get creative with this.  You can call it many things. I find that it just has to sound either really fun or there has to be a good pull for them to come.  Many will call it the following and add a little spin to it.

  • Open House
  • Client Appreciation Event
  • Beauty Event

These are just a couple of basic ideas.  You can get creative.


You know your clients best.  What days do you think they can come?  I have seen the best turnout on Wednesday and Thursday.  But that could be different with your clients.  Many places do 5-7pm.  Some spas will do a whole day and actually do a more scheduled event if they are promoting treatments that day.  It can be a come and go event.  If you have giveaways, demos or things like that being offered you may need to do a small window.

Food and Drinks

I would have some fun munchies and drinks. Some places will have wine, water, crackers, cheese, fruit and other things like that.  You don’t have to go crazy with this.  I have done that and you don’t have to provide a meal.

What do you offer?

What you need to think about is “what will make them want to come?”.  It has to be worth their time and yours too.  Here is a list of some ideas.  You do not have to do all in one event.  Just pick a couple.

  • Giveaways/drawings
  • Goodie Bags
  • Discounts on products
  • Special Offers and packages
  • Mini Treatments
  • Chair Massage
  • Demos
  • Educational
  • Skin Analysis
  • Food Drive
  • Gift Certificates
  • Incentives for clients to bring friends

Promoting It

This is a huge and one of the main things to focus on.  If you don’t give yourself enough time to promote it is really hard to have a good event.  Set a date in advance.  I say 8 weeks at least before.

  • Email Blast to all clients
  • Flyers
  • Facebook invitation
  • Invite clients personally

Day of the event

  • Have a sign in sheet and have a place where you can collect emails.
  • Have enough staff or help for that day. Cover all the bases.
  • Enough food and drinks
  • Music
  • Flyer with specials, packages or anything you are offering.

At the end of the event you can follow up with an email.  Remember to take plenty of pictures so you can share on your site and social media.  Always remember to have fun.



What is the 80/20 Rule? How to find your best customers for your spa.

This is a rule that everyone that has a business should know about. Many times we get caught up with serving our customers now and doing what we need to do now and forget to work smart. About 20% of your customer’s produces 80% of your sales. The 80/20 rule applies to a lot more than just customers. The 80/20 rule was derived from the Italian Economist Vilfredo Pareto. Pareto’s Rule states in a business context 20% of the business effort generates 80% of the business results. The 80/20 principle is a great concept to apply to the aesthetic business or really any business. Basically the 80/20 rule of marketing helps you find your best customers. You can apply this rule to your business costs, products and services and your customers.

  • 80% of profits come from 20% of customers
  • 80% of product sales from 20% of products
  • 80% of sales from 20% of advertising
  • 80% of customer complaints from 20% of customers
  • 80% of sales from 20% of the sales team

80/20 In Business Costs
Identify what 20% of expenses is using 80% of the resources. One way it is used is in looking at how much money is spent on advertising. Generally 20% of the marketing produces 80% of the results. So when you understand what advertising messages produce the most you can get rid of the rest that doesn’t give you a return.

80/20 in Product and Services
When you look at your mix of products you sell you can see about 80% of revenue comes from about 20% of the products or services offered. We can refer to these products or services as cash cows. By looking at this you can see how you can increase or emphasize the value of the main products or services offered. You can also try to expand your sales by targeting new customer groups that would be interested in these products or services.

80/20 for Customers
You can look at your customer relationships with this rule to analyze and see if about 20% of your customers create about 80% of the profit for your business. With this information you can create loyalty or frequency programs. Make sure your best clients get the best value and best experience because this way you get the best results. For example send your best clients a postcard or give them a gift with purchase. Just go the extra mile with them. They are the ones making you the most profits. Also, ask yourself “where are my customers coming from?”, “Is it a similar neighborhood or area?”. These are areas you can focus geographically.

Customer Pyramid
The Customer Pyramid is a great tool to see what you need to offer and who to market to. Great especially for those that are visual.

finding best customers for your spaPlatinum Level – Top 20% off Clients

Gold Level – customers that contribute to profits and may join the Platinum level.

Silver Level – May contain customers that contribute to profits. Usually these are cost-conscious customer and to retain them you must provide the basic service at minimal cost.

Lead Level – These customers are usually unprofitable. They demand a lot from you like time, resources and are unwilling to pay for them.

How do you make decisions? Reporting.

To be able to analyze your customer, products and sales you need to make sure you are keeping track of your sales to generate reports. This is very important. You need to know who your best clients are. This way you can market to this group and maximize your marketing dollars. Are you keeping track of sales?  Do you have a website and can you logon to see your traffic to your site? Do you have an email list? You can also create a survey on Survey Monkey or Constant Contact and ask your clients what they want and need.

  • Are you offering everything your top customers need and want?
  • Are there treatments your spa or clinic not offering?
  • Are you giving your customers enough opportunities to buy?
  • Are you leaving money on the table?
  • What is your time worth?

By using the 80/20 rule on a regular basis you can keep spa resources efficient and decrease costs. At the same time this rule helps remind you to go the extra mile with clients.


Neil Kokemuller,

Arthur W. Hafner, Ph.D., M.B.A. ,

Dave Chaffey, Smart Insights,

Best Social Media Platforms for Estheticians and Spas.

There are so many social media platforms out there now, and it can be confusing where to be. Deciding where to allocate your time and money is very important. You don’t want to put your money where your clients are not located. Let’s say your business is located in Boulder, Colorado. Spending money on promoting your business to someone in Albany, New York is not a good idea. If your spa attracts travelers from other areas of the country you could select several cities or states. Figuring out the best Social Media strategy is key. Here we have broken down the top social media platforms.

facebook ads for estheticians and spas
–There is about 1 billion registered users for Facebook. For estheticians a Facebook ad is a great option for driving customers in even if you have a low budget. Target audience can be modified for location, gender, likes/interests, relationship, workplace and even education. Creating an ad can help you gain “likes” a lot faster. Reporting tools for Facebook are simple and easy to read. The ad creation tool is also very user friendly. Facebook also offers an ad type called Event RSVP. This would be great for promoting an open house or event at your location.

twitter for estheticians and spas
– Not everyone is on twitter but the people on it are loyal and love it. There is about 271 million registered active twitter users. Twitter is more limited with promotion options but also more straightforward. Promoted tweet ads appear in the twitter feed with other tweets. A Promoted Account Ad appears on the left hand side and looks more like an ad. You can define your demographics which is perfect for the esthetician or spa business. Target Audience can be modified for existing followers, users like your followers, location, interests, gender, language and device.

google plus for estheticians and spas
– Who uses Google +? Well, Google+ has about 300 million active users and it is known to have a prevalence of professionals using this platform. Marketing professionals love Google+ simply for any additional ranking possibilities it may have. Google+ does offer a single ad format that can be displayed in the feed. The drawback is that advertisers must have 1,000 followers. Many large brand companies have not lasted long on this platform. This doesn’t mean it is not a place for small businesses, there may be more room for you.

linkedin for estheticians and spas
– LinkedIn is known to be a professional social network with about 300 million active users. LinkedIn is great to connect with your professional colleagues or suppliers. It is a different type of audience and perfect for those that sell business to business. LinkedIn would be a great option for estheticians that train or are looking to hire.

– YouTube is one that can be great for some types of businesses but I personally have not seen it work for the Esthetician or small spa business. YouTube does have different advertising options that are video and ads. You don’t have much control over the audience and it costs a bit more. Conversion is said to be very high compared to other platforms. With quality video and large budget this could be something you can investigate further.

The best social media option really depends on your business needs and your budget. Estheticians need a platform with a specific audience. Finding platforms where you can narrow down the demographic can save advertising dollars. One thing to remember about most social media platforms is that, if you don’t have a following yet you may not see much conversion until you have at least 1000 followers. This is the magic number many online marketers agree on. Don’t be intimidated by not having a large following just yet. Work on creating a community by sharing content about your skin care products, professional services, and other information potential customers would like to see.