SEP 2018

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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Page 39 of 68 | SEPTEMBER 2018 37 PRODUCT PROMOTIONS Medspas and aesthetic practices are in a prime position to create giftworthy skincare and body care sets. The key to encouraging sales is to create product bundles that offer real value. "You want to think about bundles that are giftable to family members and friends and pass value on to the patient—and there is a difference between real value and perceived value," says Ewelina Aiossa, assistant vice president of marketing at SkinCeuticals. "You can offer 20 percent off specials, but there is a higher perceived value when they get something for free." For example, practices can create gift sets, such as a full- size facial lotion bundled with a free eye cream. "You can buy the eye cream through a brand that you carry—often at a discount based on volume," says Aiossa. "The cost to the practice is the wholesale cost of the eye cream. The benefi t to the patient is they are getting two products for the price of one moisturizer." Many skincare vendors create their own attractively packaged gift sets at a special cost that practices can pass on to clients. "For the winter holidays, we create a limited number of gift sets that come as a discounted package of products. But it is fi rst come, fi rst served," says Aiossa. "These promotions typically start in October, so ask your reps if any specials are available that you can share with your clients." Make your gift sets more appealing—and increase the marketing benefi ts to the practice—by packaging them in attractive, reusable tote bags or makeup bags printed with your business' name and logo. "This is something the pa- tient or gift recipient will keep beyond the life of the cream or serum, and these are quite affordable," says Aiossa. GIFTING SERVICES Gift cards have become increasingly popular, particularly in service industries. "If you give someone money, it goes to the utility bill or the rent, but if you really want someone to treat themselves, a gift card can make that happen," says Shelley Hunter, the "Gift Card Girlfriend" at "For the business, gift cards are a great way to bring in new, engaged customers." Boost your gift card sales with a clear message. "You know the services you sell, and you know why people value those treatments and appreciate receiving them," says Hunter. "Create a message, such as 'Give the Gift of Beauty' or 'Give the Gift of Pampering,' for example. Remind your clients at every touchpoint—the reception desk, your website, in your email blasts and print advertising—that you offer gift cards." Busy patients are also more apt to pick up a gift card if you present it as a "ready-to-go gift," says Hunter. "Create a counter display that shows the gift card and the bag in which the recipient will receive it, along with a nice product. For example, a lotion with the gift card tied to it and a gift bag to hold the product, card and a service menu. So the purchaser walks out with a gift that is ready to give." Gift cards are also a convenient and meaningful way to reward your existing patients. At True Radiance Medispa in Raleigh, North Carolina, aesthetic director Erica Ontiveros runs social media specials where patients who purchase a $100 gift card get a free $25 gift card. "You can also run a promotion that says anyone who comes in for a service in the month of November will receive a gift card for a free facial. The client can use it for herself or give it to a friend," says Ontiveros. If you offer gift cards at a holiday discount, clients are likely to purchase them not only for gifts, but also for future use—helping to ensure a steady fl ow of new and repeat clients in the New Year, notes Hunter. "If I'm a patient and I receive an email that says I can save 10 percent on gift cards purchased during the month of November, I might buy one for myself," she says. "That brings revenue to the practice, and it keeps your business top of mind because that person is carrying your card in their wallet." If your practice or medspa donates products to charitable events, think about offering a gift card instead. "If you give a gift basket with product, you never meet the recipient. But Make your gift sets more appealing by packaging them in attractive, reusable tote bags or makeup bags.

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