How can you chase away the winter blues, boost your first quarter cash flow and help guests redeem holiday gift certificates? For many spas, Valentine’s Day is the first big holiday of the New Year and a time to plan romantic specials and promotions. This year, Valentine’s Day falls on a Saturday—promising a full weekend of romantic opportunities. Who doesn’t want to look ravishing on Valentine’s Day?
But why be content with sales and services for just one day when you can add a Valentine’s Day preparation menu? Preparation services can be used to entice spa guests that are looking for a bit of post-holiday rejuvenation or need to redeem gift certificates. Services for women, couples or male clients can be crafted with a Pre-Valentine’s Day twist, whether your guests are prepping for a romantic dinner for two, a weekend getaway or simply a quiet evening at home.
As you plan your promotions and specials, brainstorm your ideas with key staff to help them get excited and publicize your specials. Let’s get started!
Review your pre-Valentine’s Day bookings from last year. Which services were your most popular? Set targets for areas where you want to increase sales. This will guide the type and number of special menu items you create. Evaluate which services can be scheduled as side-by-side experiences or designed specifically for couples. Remember that express services can be offered individually or as an add-on to any service to assure efficient booking. Planning some promotions as a series or a bundled service will increase the number of visits guests make to your spa and the average ticket price.
WHAT’S IN A NAME?
Valentine’s Day is an occasion that offers you a chance to use your creative side. Create enticing names for these Valentine’s prep services to peak guest curiosity. Your promotions can feature the romantic, the whimsical or even the exotic. Take a cue from classic ingredients such as chocolate, roses, strawberries, champagne or wine. Classic Valentine’s Day colors of pink, white and red can be used to create charming services with names such as “tickled pink” or “Red Hot Lover.” Inspiration can also come from flowers, candy or cute phrases. The following sample of services and creative menu names are provided below to inspire you.
ESPECIALLY FOR HER
Cupid’s Picture Perfect, Get the Glow, So Lovely
Truly glamourous makeup is best achieved by a professional service. Why not couple a special day of makeup application with a makeup lesson, or a follow-up appointment to create a memorable and long lasting service. Make sure to offer a special “Cupid’s Kiss” lipstick promotion to promote retail sales of lipstick for touch-ups.
BROW AND LASH MAKEOVERS
Celeb-ri-tize Me! Loving Looks
Take a cue from celebrities and help your guests create brow and lash specials that include a consultation and the service. This promotion works especially well a week or more before Valentine’s Day to reduce redness and allow a more natural look. Allowing guests to select a celebrity brow style adds a glamour factor that is sure to please. Create a “Look Book” of brow styles for clients to choose from. Add lash tinting or curling services for a fantastic package.
Valentine’s Day Eye Candy, Eye-do (say yes to romance!), Idol Eyes
If you offer lash extension services, this is the perfect promotion! Recommend to guests that getting a lash application a week or a few days ahead of Valentine’s Day will allow them time to get accustomed to the new look and feel. Promote a package that includes a return visit so the guest will automatically book another service at the spa.
BODY WRAPS AND SCRUBS
Roses are Red, Cover Me in Chocolate, Wine-not?
A combination scrub and wrap special is the perfect preparation for an evening or weekend of romance. Using classic romantic ingredients such as chocolate or wine sets this package apart as a special treat. Pull out all the stops and consider innovative pairings of scrub and wrap combinations.
Perfect for my Honey, Satin Smooth, Silk Heart Special
Smooth and sensual times are ahead with a waxing service. Waxing is best as a pre-holiday promotion to give the skin a chance to recover and minimize any irritation. Waxing services can also be promoted as an add-on enhancement to any spa service to boost your average sale and create personalized packages. You might consider a special service, such as waxing designs or tints to add a creative touch.
Love is in the Air, Scent-sational Massage, Love me Tender
Take your basic massage to a new level by offering an aromatherapy massage focused on scents that target the romantic, sensual or free spirited guest. Allow your guests to select their “heart’s desire” aromatherapy scent to customize their service.
SKIN CARE SERVICES
Better than a Box of Chocolate, Rosy Complexion, Peaches and Cream
Beautiful skin is the perfect accessory for any special holiday—especially Valentine’s Day. Promote facials and skin treatments at the beginning of February to encourage maximum results. Feature skin care products such as chocolate masks or flower based ingredients to promote the Valentine’s theme.
NAIL SERVICES AND NAIL ART
Cupid’s Cupcake, Spice up the Love, Tasty Twosome
From the classic to the creative, if your spa offers nail services, you can fill your books with services up to a week before the big day. Combo services of manicures and pedicures or a manicure with nail art offer a “tasty twosome” to your guests. Offering a single nail art “add-on” can provide a quick and profitable enhancement to your nail service menu for guests who don’t want an entire nail art service.
HOW TO WOO THE PRE-VALENTINE’S DAY GUEST :
Start early. Plan your menu now, and promote it early and often. Create in spa promotions, displays and reminder cards. Trickle out teaser promotions with great pictures on Twitter, Instagram and Facebook.
Reach out. Send an email promotion to your list and create cute Valentine’s Day Prep Cards to put in every guest’s retail sales bag.
Remind. To capture the pre-Valentine’s Day market, target your promotions to solo guests, friends or co-workers interested in socializing in the spa, as well as couples. Remind those who have purchased gift certificates to redeem them for your special offers.
Filling your appointment book in the days and weeks before the big day can make for a happy and profitable February.
VALENTINE’S DAY SPECIALS
ANJOU SPA, BEND, ORE.
Duet Massage (60 minutes, $269/90 minutes, $339): Couples massage + 30 minute fresh face peel, served with champagne + chocolate. Includes a take-home gift of soy wax love lights.
Duet Pedi (60 minutes, $109): Side by side seasonal pedicures, served with champagne + chocolate. Guests take home a nail polish + emery board.
SPA GRAND TRAVERSE AT GRAND TRAVERSE RESORT AND SPA. ACME, MICH.
Perfect for solos or as a side by side service for couples and BFFs Cherry Chocolate Manicure/Pedicure Combo (100 minutes, $95): A signature manicure and pedicure with a sweet twist of chocolate. Guests enjoy an aromatic bath soak followed by a moisturizing massage and paraffin mask for the ultimate hydration using locally made cherry products.
BELLA LUZ MEDICAL AESTHETICS AND LASER CENTER, KERRVILLE, TEXAS
Gaze in the Mirror Fabulous Facial-to get that Valentine Glow! (45 Minutes, $179) Clients receive a full facial treatment including lymphatic drainage, cleansing, exfoliation, a light peel, extractions, hydration and an infusion of antioxidants, growth factors and hyaluronic acid into the skin for a plumping effect. Includes a red LED light treatment to reduce inflammation, nurture damaged tissue and help with moisture retention for a happy, glowing face.
by Patti Biro