• Valentine’s Day: is it time to re-aim cupid’s bow at a fresh target?

    V day is big business, this year sales are estimated to grow by 5.8% over 2010 to reach 18.6 billion. That’s a lot of chocolate, lingerie and little blue boxes. So whether you hate it or love it it’s prime time to capture gift certificate and product sales. So it goes without saying that it makes good business sense to blow up a giant gift certificate to hang in your window with an attention grabbing slogan that says something like “You can stop looking now, this is what your love really wants”. And I’m sure you already have your special V’Day treatment promotions planned that include couples massage, treatments for him and her and even silky smooth shaped like a heart waxing services! No doubt the displays are done and your shelves are packed to the brim with gift baskets of massage oil and body products. But before you refill the bowl with candy sweethearts, isn’t it time to reconsider what you are doing, isn’t it all becoming a little tired, dull and predictable? Not to mention nauseating for the single and happy people out there?

    So how about this for a new spin on V’day; plan a “Single and Sensational” Event, target your single clients through direct eblasts, your Facebook page, Twitter and free event websites and encourage them to bring their single friends. Charge a sign up fee that you can then donate to your favorite non profit and keep in mind that this also has the added benefit of hitting on the “embedded generosity” trend and helps to prevent no shows. Think of it as a Valentine’s Opt Out night out where strong, savvy, happy singles can mix and mingle, receive short “skinsational” treatments like flash exfoliation, tired eyes recovery and hands up treatments. They can take a seat at the skinbar and have a healthy skin cocktail and learn pro tips on how to care for their skin, or how to get a really great shave.

    Offer a raffle to capture data, bring in a great DJ and put together a fun gift bag with product samples and a treatment promotion. You can even teach some basic massage techniques and pair up singles if you really want to get the party started. Attendees might just go home with someone’s digits to go with that great skin and goodie bag!

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