February is the month of love. Holidays and occasions such as Valentine’s Day, Galentine’s Day and Random Acts of Kindness Day each emphasise the importance of love, connection and community. As we look ahead to Valentine’s Day marketing, it is important to understand the mindset of your ideal client.
When it comes to wellness in 2025, clients are increasingly seeking out practices, treatments and products that offer physical benefits while also promoting mental health and wellbeing.
With the UK ‘Measures of National Wellbeing’ 2024 study suggesting increasing levels of loneliness and anxiety, and reduced levels of dissatisfaction, it is clear that the community and wellness benefits offered by salons is more valuable than ever.
This is evidenced by the increasing popularity of the quiet beauty trend.
Quiet Beauty
The beauty/skincare industry often leans towards hyper-consumerism, encouraging clients to seek out ‘the next big thing’ that is going to give them the transformation they desire. The quiet beauty trend pushes back on this, celebrating the principles of mindful consumerism, quality over quantity, efficacy, personalisation and ingredients transparency. Rather than pushing for “more,” Quiet Beauty is about “better”, helping clients see beauty and skincare as an ongoing relationship with themselves, rather than a series of purchases.
These values each demonstrate the shift in the industry and resonate with clients who are seeking to enhance their natural, authentic selves, instead of masking it with surgical procedures. This ties in perfectly with the range of SkinBase Treatments that you can offer.
Incorporating these principles not only positions your business as a forward-thinking beauty destination, but also shows clients that you’re listening to them, and are able to meet their needs. This approach will help you to find, attract and retain a loyal client base of individuals who suit your business.
1. Enhancing Natural Features
The Quiet Beauty approach helps clients celebrate their own features. Non-surgical treatments such as SkinBase Microdermabrasion, Hydro, Collagen Lift, and IPL can resurface, smooth, hydrate, sculpt, revitalise or heal, depending on the client’s needs. Therefore, giving clients a naturally radiant, youthful look that reflects who they are. By highlighting your SkinBase treatments that subtly enhance without altering, you can cater to clients who want to embrace their natural beauty this Valentine’s Day.
Marketing Tip: Using the Transformation of the Year before and after images in the Knowledge Base, and your own client results, create a Valentine’s Day social media campaign that focuses on “Embracing Your Natural Beauty.” By showcasing the fabulously natural results and client testimonials, you can emphasise to clients the enhanced wellbeing and confidence boost a non-surgical treatment can provide.
Don't forget - you can now enter your own transformations into the Transformation of the Year 2025 competition!
2. Restoring Structural Support
As we age, collagen production slows, and the skin naturally loses its structural support, leading to fine lines, sagging and a loss of volume. Instead of simply covering up signs of ageing, Quiet Beauty treatments focus on enhancing and revitalising the underlying ‘building blocks” of the skin. This way, clients can combat premature signs of ageing in ways that genuinely improve long-term skin health and radiance, without relying on invasive procedures to simply “paper over the cracks.”
Treatments like SkinBase Microdermabrasion, Hydro, Collagen Lift and IPL each work in different, natural ways to create a refreshed, revitalised appearance and replenish the skin's structural support, for better skin for longer. Therefore, the client achieve a natural complexion and feel like themselves on their best day, without drastic and painful changes.
Marketing Tip: Develop a Valentine’s Day skin package that highlight your non-surgical treatments designed to restore a natural radiance. Use messaging that highlights the long-term benefits of treatments that strengthen the skin’s foundation, rather than relying on quick fixes. For example:
- The Hydro Glow Valentine’s Package
- The Collagen Boost Valentine’s Package
- The Microdermabrasion Renewal Valentine’s Package
- The IPL Revival Valentine’s Package
3. Ingredient Transparency
Today’s clients are more educated, and more ingredient-conscious than ever before. Quiet Beauty places a high value on transparency. Use this Valentine’s Day as an opportunity to educate your clients on the fantastic ingredients you use and what their benefits are.
Marketing Tip: In your Valentine’s Day promo, spotlight ingredients across social media and explain why they’re beneficial.
- If you offer the SkinBase Hydro treatment, you can easily communicate the fabulous ingredients in the peel and the serums.
- This is also a fabulous opportunity to get clients buying more retail, as a gift to themselves or others this Valentine’s.
The SkinBase Essentials range is packed full of fabulous ingredients designed to work alongside a treatment course. Communicate the benefits of each product, and remember: if each client you have in February spent a few pounds extra per treatment, the profit for you would soon add up! Upselling is just another way of demonstrating your expertise and helping clients to achieve their skin goals, so don't miss out!
More Valentine's Beauty Marketing Tips:
Host an Exclusive “Quiet Beauty” Event
Host a small, exclusive event at your salon to celebrate Quiet Beauty and Valentine’s Day. You can educate clients on quiet beauty principles, emphasise transparency by going into detail about the ingredients you use, showcase treatments, offer mini-consultations etc., This is the perfect opportunity to hand out the free skincare evaluation vouchers, encouraging attendees to come back for a 1 on 1 session with you to craft their skin journey.
Create Quiet Beauty Gift Sets
Create Quiet Beauty-themed retail bundles (e.g., a skincare kit or home facial set) that clients can purchase for themselves or as gifts. Remember the principles of Quiet Beauty if you choose to do this. Be transparent about the ingredients in the gift sets, and emphasise how they will produce results for the client.
Spread the love throughout February, and boost your social media engagement and following by running a giveaway. Tell participants to like/follow/share your post to be entered into a draw to win a relaxing, personalised facial this Valentine’s.
Tried & Tested Tips:
Here are some Valentine’s tips from previous years that are as effective and relevant as ever:
Valentine's Partnerships
Valentine’s is all about partnerships. Use this in your February marketing to add value for your clients. Partner with a local business to add more value to your retail gift packages, and get your business name out there in the community. Combine your treatment and retail gifts with other luxurious items that are high on Valentine’s wishlists to enhance your offerings.
Reward Loyalty
When spreading the love during February, don’t forget about one of the most important partnerships - the one between you and your loyal clients. Showing your appreciation regularly is a great way to let clients know you see them and value them, so they stick around. Loyal clients are VIPs for a reason, as they make your business a regular part of their own lives. Reward them with access to new treatments, products and events when possible. You can also upgrade the experience of your loyal clients by offering them something extra during their February appointments.
Sell a Feeling - Not a Treatment
The aim of your marketing is to attract clients, of course, but it is also necessary to try and set yourself apart from the competition. How you decide to promote your treatments makes a big difference for clients when they are in the customer journey and deciding which business and which treatment to invest in. When it comes to Valentine’s Marketing especially, remember you are selling a feeling, and a lifestyle, not just a treatment. With an increased focus on both physical and mental wellbeing, those shopping for loved ones or themselves will enjoy choosing gifts based on feelings. Sell confidence, happiness, and self esteem this Valentine’s.