At Andre Chreky, Cassidy seizes unique opportunities to promote nail services. “We worked with manufacturers to promote a special pink manicure/pedicure in October for breast cancer awareness month. The service features a complimentary pink pumice and nail file. And we’re looking at developing a red version for the American Heart Association’s Go Red for Women,” says Cassidy. “Both opportunities offer an opportunity to distribute life-saving literature to our guests.”
Many spa owners latch onto the scents of the season to develop manicure and pedicure specials. “For example, in the fall we incorporated a pumpkin masque product, and in November we featured a candy cane manicure and pedicure that included mint-scented products and a chocolate masque,” says Conte. “We even took this a step further and commissioned a client who is a pastry chef to develop dark chocolate truffles that were gifted with the service.”
For Valentine’s Day, Conte looks for romance when she serves champagne and chocolate-covered strawberries during the nail services, which include rose-scented water and a chocolate masque. “We just started going to town with these promotional nail services, but we’ll continue to do more and more,” she adds.
Faces has gotten ambitious in developing the special pedicure. For the past few years, the spa has developed a pedicure of the month, which typically features seasonal ingredients. For example November welcomed the Gingerbread Pedicure and December ushered in the Pomegranate and Fig Pedicure. “Each pedicure of the month features a small gift to the client,” says Mims. “For example, a chocolate pedicure included a gift of Hershey’s kisses and our December pedicure included a gift of pomegranate and fig butter.”
Owen extended the excitement of the pedicure of the month by offering it as a series promotion. Guests can pre-purchase a series of six monthly pedicures for $250, which represents about $110 savings.
The series concept also eased Conte through a price increase. “Two years ago we were forced to increase prices because our costs were going up, but I was a little nervous about client reaction,” she remembers. “So we
offered clients the ability to address any cost challenge by offering a package of six nail services, with the sixth one free. That basically gave them the ability to get pre-increase prices by buying in advance. The concept proved successful, and when I recently checked our books, we sold approximately $40,000 in nail packages over the year.”