Work Smarter, Not Harder to Drive Marketing Results

With your High Season marketing plan in place, it’s time to get creative and make the most of the seasonal buzz.

For the first time ever, VR Beauty Consulting (VRBC) is bringing an actionable activity marketing plan specifically designed for UAE salons, helping you turn the end-of-year excitement into measurable results.

The plan has been drawn up by Valerie Reynaert, founder of VR Beauty Consulting, together with her strategic team of leaders: Carol Holdsworth, a Marketing and Communications Specialist with over 25 years of experience across strategy development, digital advertising, eCommerce, and CRM platforms, and Marianne Tolentino, a Digital Marketing Strategist with 15 years of experience in the Middle East cosmetics market, specialising in social media management and compelling content creation.

Together, Valerie, Carol, and Marianne provide marketing ideas and concepts that are tried and tested to ensure High Season is not just busy work, but a coordinated, results-driven effort that maximises bookings, revenue, and client engagement.

Create Smart Seasonal Packages

Bundles that complement each other and feel exclusive are an excellent way to increase spend and add excitement. For example:

• “Party Ready” – Blow-dry + Mani + Glow Facial
• “New Year Reset” – Detox Massage + Scalp Treatment + Lymphatic Drainage

Offer Add-On Treats

Small upgrades make a big impression and lift the average ticket. Ideas include:

• Scalp massage during hair treatment
• Hand scrub or collagen gloves during a manicure
• Instant glow booster for hair with a cut and blowdry

Plan In-Salon Activations

Turn your salon into a festive experience. Activations are about engagement and creating visually exciting moments where clients can play, win, and feel appreciated. Ideas include:

• Spin the Wheel – win free services, gift vouchers, or retail products.
• Advent Calendar – with a minimum spend, clients can pick a drawer containing free services, vouchers, or products.
• The 12 Days of Beauty – daily promotions or tips leading up to Christmas.
• Christmas Tree Wishes – clients hang notes with resolutions or wishes for someone special.

Gift-with-purchase promotions can also be effective if the offer feels special and the packaging is attractive.

“People love giving and receiving gifts. But it’s essential to have your team actively promoting them, otherwise, they’ll just sit on the shelves,” Valerie says.

Boost Your Online Presence

Create excitement online with reels, giveaways, and countdowns. Encourage clients to tag and share their glow-up moments while visiting your salon, to increase reach organically. They can also be encouraged to leave a Google review, as these are powerful ways in which to reach new customers.

Collaborate Smartly

Partner with local brands, neighbouring shops, complementary suppliers, or influencers to double exposure at half the cost.

“Collaborative campaigns and joint events are particularly effective in acquiring new clients while sharing the promotional load,” Marianne notes.

“Simply using collaborate post function on Instagram for example, could double the reach of that particular post.”

Push Retail Sales

Retail can be a significant revenue driver during the festive season. Salons in malls may see retail account for 25–30% of total revenue, while smaller independent salons typically achieve 5–15%. Aim to grow this by an additional 5% over the season.

Valerie advises avoiding discounts:

“Margins on retail sales are already under pressure, so don’t default to discounts. It’s better to push retail at full price and add value through something like a free styling or blow-dry with purchase. It doesn’t cost much but feels rewarding for clients.  Just be mindful not to get so busy with free services that you can’t accommodate paying clients.”

Leverage Existing Channels and Partnerships

Existing client data is one of your most powerful yet often overlooked tools. Here’s how to make the most of it:

Email Newsletters & Updates – Send short, regular emails with seasonal tips, service highlights, or loyalty program updates. Focus on value and personalisation rather than just promotions. Include a strong Call To Action (CTA) to convert bookings.

Personalised SMS / WhatsApp Messaging – Use messaging for reminders, follow-ups, or special offers. Include quick beauty tips, appointment availability, or specials. Short, friendly messages help build loyalty and encourage repeat visits.

Client Referral Program – Encourage clients to refer friends or family. Reward referrals with add-ons, discounts, or loyalty points, tracked in your system.

In-Salon Promotions & Signage – Highlight services, upsell treatments, or showcase seasonal packages. Incorporate QR codes linking to booking pages or social channels, and train staff to actively recommend services during visits.

Leverage Testimonials & User-Generated Content – Collect before-and-after photos, service reviews, or client testimonials and share them via email, SMS, or in-salon displays.

“Real client experiences build trust and inspire repeat visits, while also providing authentic marketing content,” says Carol.

Final Thoughts

High Season is your chance to elevate your salon, showcase your team, and create memorable experiences that keep clients coming back. The salons that thrive aren’t just ‘going through the motions’, they’re orchestrating every touchpoint with intention, blending creativity, strategy, and a personal touch. By planning thoughtfully, engaging clients with memorable activations, and making every interaction count, the results extend far beyond the festive season, building loyalty, reputation, and momentum that lasts all year.