There are all sorts of mums, grandmothers and mother figures to be celebrated in March, and luckily there is a SkinBase Facial for everyone. So, there are lots of different ways you can approach your Mother’s Day Marketing.
While you may want to extend your promotions and messages further than your usual target market for Mother’s Day, (to benefit from the wide range of individuals being celebrated!) it still helps to have a few, specific client personas in mind when planning your marketing.
What is a Client Persona?
Client Personas are a description of a typical customer, based on market research and data about your existing customers, which helps you understand their needs, pain points and motivations.
Mother's Day Marketing: Client Personas
You can consider the type of gifter shopping for Mother’s Day, or the type of mum they will purchase gifts for. Think of what they are looking for, where their pain points may be, and what type of budget they will be working with.
The Gifters
The "Busy" Gift Buyer
Who Are They? Busy individuals (partners, grown children) who want to treat Mum but don’t have time to shop. They want a hassle-free, high-quality gift that feels personal without requiring much effort.
Pain Points? Lack of time, want a quick and easy solution so trusts professional recommendations, might be shopping last minute so requires a quick solution.
What Can You Do? Make it easy for the busy gift buyer, by clearly signposting what you have to offer with special gift vouchers (can be digital for the very last-minute shopper!) and ready-to-go skincare gift bundles.
For Example:
The “Choose Your Own” Treatment Gift Voucher
The SkinBase Resurfacing Gift Voucher (choose from 1 x Microdermabrasion or 1 x Hydro Treatment)
The SkinBase Essentials Gift Set - You can include 1 x Purifying Gel Cleanser, 1 x Soothing Toner & 1 x Daily Repair and Protect cream.
The "Thoughtful" Gift Buyer:
Who Are They? The Thoughtful Gifter puts time and effort into choosing something meaningful and personal. They do their research and often plan to look for special gifts.
Pain Points? Need a meaningful gift with a personal touch.
What Can You Do? Offer customisable “pamper packages” that can be designed with the gift receiver in mind. To add an even more personalised touch, a handwritten note or a special message from the gifter can be included with the pamper package voucher.
For Example:
Limited edition, Mother’s Day Custom Pamper Packages available - “A Facial Designed Just for Her…”
The "Luxury" Gift Buyer:
Who Are They? The Luxury Gifter is someone who values exclusivity and premium experiences. They are not concerned with price - they just want the best.
Pain Points? They want something unique & exclusive, not generic. They expect premium quality and VIP service to ensure an elevated experience. Need assurance that every detail is luxurious and worth the price.
What Can You Do? Offer high-end, ultra-luxurious packages. Include premium add-ons and use prestige messaging: “Only the Best for Mum – A Luxury Spa Experience She Deserves.”
For Example:
The Ultimate VIP Mother’s Day Experience: Luxury Facial + X add ons. Includes complimentary champagne & an exclusive gift. Book Mum’s Luxury Escape Today!
Stay Compassionate
It is important to remember that Mother’s Day is not a happy occasion for some people. For women struggling with fertility issues, or those that have lost a mother or a child, it can be a difficult day. You can stay compassionate by always writing ‘Mother’s Day’ in the text of your posts and your email subject lines. Some websites and email providers have opt-out options, so your Mother’s Day content will be hidden from people who do not want to see it. Make sure to intersperse your Mother’s Day content across social media sites with plenty of other content too.
Client Persona & The Customer Journey
Once you have considered your client personas, it is much easier to understand the customer journey. Find out more about the Microdermabrasion, Hydro, Collagen Lift and IPL client journey over on the Knowledge Base.
The Mums
Remember: Pregnant clients cannot have Microdermabrasion, Hydro, Collagen Lift, or Intense Pulsed Light treatments.
For Microdermabrasion/Collagen Lift/Hydro: Clients must wait 6-8 weeks after pregnancy/birth. (Fine to proceed if breastfeeding as long as it has been 6-8 weeks after birth.)
For IPL: Clients must wait 3 months after pregnancy/birth. If breastfeeding, clients cannot begin IPL treatments until they have stopped breastfeeding for at least 3 months.
The "New" Mum:
Who Are They? The new mum has recently had a baby and is looking for relaxation and self-care, to feel like themselves again.
Pain Points? Tired & stressed, may have post-pregnancy skin concerns, limited time for self-care.
What Can You Do? Whichever SkinBase treatments you offer, you can create and advertise your relaxing & rejuvenating New Mum skincare package.
For Example:
The Ultimate Glow Package: a mini course of SkinBase X, the perfect pampering treat for a new mum.
The "Busy" Mum
Who Are They? The busy mum is always on the go, juggling various aspects of life, and doesn’t prioritise self-care. This fast-paced lifestyle may be starting to reflect on her skin.
Pain Points? Limited time to invest in having a treatment, overwhelmed by options and doesn’t have time to do research.
What Can You Do? Promote the convenience of SkinBase treatments - “Express Rejuvenation: In and Out In 45 minutes.” Offer 1 or 2 options to minimise the busy mum’s decision fatigue, and highlight the key benefits of each treatment.
For Example:
The Busy Mum’s ‘Express Rejuvenation’ package: Choose between SkinBase Microdermabrasion and SkinBase Collagen Lift for an instant glow this Mother’s Day!
The "Mature" Mum:
Who Are They? Older mums, those with grown-up children, and grandmothers who want to renew their skin and feel pampered.
Pain Points? Anti-ageing concerns, menopause concerns, sensitive skin, want a relaxing experience that will still provide effective results.
What Can You Do? Use inclusive messaging to ensure mature mums feel celebrated this Mother’s Day, and offer specific skin concern packages, to both boost confidence and provide results.
For Example:
Beauty at Every Age: Explore our SkinBase Skin Concern Packages to renew your skin and boost your confidence this Mother’s Day.
What Do Client Personas Include?
Client Personas typically include a range of attributes, such as: demographics (age, gender, location), psychographics (interests, values, attitudes), and personal motivators (goals, challenges, buying decisions).
The Experiencers
The "Treat Yourself" Mum:
Who Are They? Some mums don’t wait for somebody else to treat them, they celebrate themselves! They’re seeking relaxation, pampering, and indulgence.
Pain Points? Limited time, potentially limited budget - doesn’t want to spend too much on herself. She wants to feel pampered, not rushed.
What Can You Do? Empower the Treat Yourself Mum to invest in her self-care without the guilt, with validating messaging: "A Relaxed Mum is a Happy Mum – Treat Yourself This Mother’s Day!” Create indulgent experiences, and reward the Treat Yourself Mum with a free treatment upgrade/add-on when she books a Mother's Day SkinBase Treatment.
For Example:
Book a SkinBase Microdermabrasion Facial this Mother's Day & Get a Free Soothing Mask Upgrade.
The "Mother-Daughter" Duo:
Who Are They? Some individuals will want to treat their mum and share an experience with them as part of the gift.
Pain Points? Finding the right treatment that suits both of their skincare needs & potentially busy schedules - need a day/time that suits them both.
What Can You Do? Luckily, the range of SkinBase Treatments offers preventative and remedial benefits, depending on your client's skin concerns, so they can experience the same treatment and achieve unique benefits. Promote the Duo Facial Package with heartwarming messaging, like “Create Unforgettable Memories Together This Mother’s Day.” Highlight the flexible scheduling options available for those with little time - certain weekends and evenings before and after Mother's Day.
For Example:
The Mum & Me Pamper Package: Quality Time and Quality Results!
Why Are Client Personas Important?
Understanding the market lets you provide the right services to the right buyers.
Therefore, allowing you to tailor your marketing strategies to their specific needs, resulting in more effective communications, and increased engagement/conversions.
Tried & Tested Tips:
Here are some Mother's Day Marketing tips from previous years that are as effective and relevant as ever:
In-Store Event
Why not run a special event one evening before Mother’s Day? Offer mums a free skin consultation, mini-massage or express manicure, and a discount if they book a treatment after Mother’s Day. Advertise the event to your clients. It will also make for great social media content.
Partner Up for Mother's Day
Another good way to ensure you can target a variety of mums is to partner up with another local business. When looking for gifts for their loved ones, individuals want something big and eye-catching. You can create bespoke gift packages, combining your partner businesses' offerings with your vouchers and retail products. When partnering up to create packages, think about what people enjoy receiving on Mother’s Day - flowers, chocolates, jewellery etc., and go from there.
Window Displays
Use all the space you have to make an impression and grab attention - make sure your window displays are Mother’s Day themed, and mention gift vouchers or any offers you’re doing so that anyone walking around looking for a present for their mum doesn’t miss it!
Useful Resources