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Blog7 effective marketing strategies to grow your beauty and wellness business – from the experts Success in the beauty and wellness industry demands skill and expertise, but it takes innovative marketing to really stand out in the competitive space.
During an Innergize 2024 panel session titled “Marketing Strategies for Effective Businesses,” two powerhouse industry leaders shared actionable advice and creative insights that have helped them scale their respective brands.
The experts:
Jenny Woodcock, Founder and CEO, Face-to-Face Spa
With 11 locations primarily in Texas, Face-to-Face Spa is a leading skincare and beauty destination franchise specializing in medical grade facials and injectables. Woodcock’s team of licensed estheticians are dedicated to helping clients achieve long-lasting, noticeable results.
Kyla Dufresne, Founder and CEO, Foxy Box Laser and Wax Bar
Known for its empowering atmosphere, proprietary foxy technique, and expert team of ‘Vagicians’, Foxy Box is a thriving waxing and laser hair removal franchise, with 18 locations across Canada. The brand is committed to dispelling the discomfort of hair removal with a warm and inclusive environment.
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Drawing from their journeys, here are 7 key strategies and tips from Dufresne and Woodcock that are sure to inspire growth for your business.
Kyla Dufresne built the Foxy Box brand on a foundation of creativity and community engagement. Without a hefty budget in the beginning, Dufresne leaned on bold grassroots tactics.
"Every restaurant I went in to, I left Foxy Box business cards on the table," she shared. "If I’m not on stage here dressed like a rapper, I’m usually in my sweatpants with a Foxy Box hat. Rep your brand wherever you are and always have your brand visible."
Similarly, the Foxy Bar founder encouraged others to physically get out into their communities, saying, "Join the Chamber of Commerce, go to events, show your face. People buy from people."
When funds are tight, ingenuity matters. Kyle Dufresne found this out first-hand in Foxy Box’s early days, sharing how her out-of-the-box tactics helped generate buzz and demand.
“One of my technicians was a burlesque dancer... and the Bachelor of Canada was looking for bachelorettes. I paid for her flight to go to Calgary, and they picked her—everyone wanted to book with her when she got back!”
Dufresne also reminisced about flash mobs at bars, distributing Foxy Box swag, and embedding their marketing into the community culture, while advising business owners to start marketing online “as soon as your lease is signed.”
Both Kyla Dufresne and Jenny Woodcock emphasized the importance of launches and events to generate initial traction and celebrate loyal customers. For grand openings, Face-to-Face Spa CEO Woodcock recommended pushing the actual party until the business is running smoothly.
“We always suggest that they do it about a month after they've opened,” explained Woodcock, who recommends grand opening budget if around $20,000. “Having a soft opening is what we call it. Just working out your kinks.”
Dufesne highlighted how recurring customer events were a game-changer for Foxy Box. For the past six years, the Foxy Box team have celebrated Client Appreciation Day by offering free services all day long and pairing it with a bundle sale—and the results speak for themselves. "This last year, we made $410,000 in system-wide revenue in one day,” shared Dufresne. “One of our stores made $70,000 alone."
Understanding what works is key to long-term success. Both Woodcock and Dufresne use tools and team structure to analyze and refine campaigns.
Woodcock shared, “We look at Advanced Marketing reports to analyze campaigns. One campaign brought back $25,000 from clients who hadn’t been back in over 90 days. That’s a huge success.”
For Foxy Bar founder Dufresne, monitoring campaigns means leveraging the power of promo codes to track success directly.
Social media emerged as a critical tool for both brands, with a focus on staying authentic and consistent.
Dufresne encouraged business owners to lean into TikTok trends and ‘think local’ for influencers. “Don’t look at someone that has millions of followers... look at people that might be great references for you, like hairstylists or nail techs, and invite them in for a complimentary service.”
For Woodcock, a personal approach has worked well. She said, “I just reach out to local influencers… ‘Hi, I’m the owner of Face-to-Face Spa. Would you like to receive free services in exchange for doing a post?’ If they’re protective of their page, I can use the content on my own.”
Consistency was a key theme throughout the Innergize 2024 panel session. From secret shopper programs to team incentives for rebooking clients, Dufresne and Woodcock ensured their entire teams stayed aligned with marketing goals.
Dufresne stressed the importance of personalizing engagement with clients. "If your esthetician is not booked, have them go back to their schedule five or six weeks ago. Look at who was booked that day and send a personalized text saying, ‘Hey, I miss you!’”.
Woodcock also mentioned incentivizing clients for engagement, saying, “If you review us online or follow our page, you get a free sample.”
Both leaders highlighted memberships and referrals as top strategies for fostering client loyalty. Dufresne talked about free or discounted introductory services to attract clients while Woodcock focused on leveraging backend systems to maintain connection.
For referrals, The Face-to-Face Spa CEO incentivizes with a free chemical peel. “It’s important [to give] something they’d utilize that doesn’t compromise availability,” she explained. “For us, a chemical peel takes 25 minutes, you're in and out, so we can usually find a 30-minute time slot with an aesthetician.”
The beauty and wellness industry continues to evolve with new tools and tactics, but timeless approaches like community connection, creativity, and customer appreciation remain unbeatable.
By implementing these expert strategies shared by Dufresne and Woodcock, your business can unlock new levels of visibility, loyalty, and success.
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