A Mother’s Love
EvelineCharles Salons, Spas & Beauty MD
Edmonton, Alberta, Canada
Owner: Eveline Charles

To celebrate their clientele and boost gift card sales, EvelineCharles Salons, Spas and Beauty MD launched a massive coordinated campaign in the weeks leading up to Mother’s Day. To entice shoppers to purchase in larger denominations, the salon offered gifts with big purchases—a spring nail polish set for a gift card purchase over $135 and an aroma diffuser for a purchase over $235. In addition, to say thanks to clients who are mothers, the salon lowered its price on a brow wax service from $25 to $15 and donated $5 from every brow wax service to local women’s shelters.

Choosing images of a mother having fun with her children against a vibrant Tiffany blue background, the salon’s marketing team produced social media posts, created three digital billboards, produced window decals and various salon signage pieces, launched several targeted emails, and designed table top cards for food courts in shopping centers. In addition, the promotion was mentioned during mom makeover segments on local television programs.

“It was quite the effort, but resulted in more than $120,000 in gift card sales across the company,” Charles says.