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Getting Over the Post-holiday Slump

December 2012 issue of Skin Inc. magazine

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The skin care industry is often ignored during the month of January. Clients have spent enough money at the spa during the end of the year, primping and prepping for holiday parties, that January sales and services usually come to a quick halt. Getting clients back in the door is the key to brisk sales in the new year, so here are some great tips to turn the annual slump into an annual success ... without discounting.

Start early. Take advantage of the surge of clients during the holiday season, and start marketing for January. During this time, give every client the option of purchasing a value-added package of which half can be used now and the other half can be used in January. Sell an additional service packaged with a free gift that is only redeemable in January. For example, if a client comes in for a makeup application in December, pair it with a makeover/makeup lesson in January. The cost of the January makeup lesson can be credited with new makeup at the time of her appointment.

Partner with a local gym or fitness center. This is where all of your clients are starting January 1 thanks to New Year’s resolutions, so why not partner up and make the situation beneficial for both you and the gym owner. Offer to promote the gym during the holiday season from within your skin care facility. Include its marketing, or ask it to create a list of holiday eating and exercise tips to add a new kick to your e-blasts or Facebook posts. In January, it’s your turn to be in the spotlight. Put together a value-added package to offer to the gym’s clients, or some easy add-ons, such as a complimentary brow wax or spray tan, when they sign up for their memberships. Sponsor a boot camp or biggest loser group within the gym with a prize from the spa for reaching a milestone.

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