How to Brand and Market Your Spa in the Wake of COVID-19

Heading toward the summer season, the spa industry was set to be at its prime among consumers that were ready for relaxing getaways and rejuvenating treatments. Now, in the current climate of COVID-19, industry professionals have been left at a standstill. Despite the temporary closures, it's critical spa professionals remain virtually engaged with their clients. Sharing content digitally to stay ever-present in the mind of your clients will pay dividends when it's time to get back to business.

Social media has served as a tremendously helpful communication tool for most industries during quarantine. In the hospitality industry, brands have used social media to showcase what's unique about their locations and stand-out amenities to make audiences dream from afar. Spas within those hotels may take a slightly different approach in adapting to the current landscape by adjusting their marketing and branding strategies with a more personal touch toward communications. Many spas are remaining connected with clients online by posting engaging DIY content such as homemade face mask recipes, best practices for skincare routines, product recommendations, and mental wellness pointers. Being available to your clients as a resource while they are navigating at-home beauty and relaxation will be paid back via customer loyalty when spas re-open, while some recommendations on retail and products to purchase with curbside pick-up can pay off more immediately.

While the level of engagement may vary, one point is critical; spas mustn't disappear completely. You might pull back on your marketing budget, but don't eliminate it completely. By keeping up with some level of marketing, you can provide comfort and a sense of regularity to your customers. For instance, you may also consider sharing e-newsletters with a list of foods that help achieve glowing skin, at-home waxing instructions, and other helpful self-care tips. To best organize your information, it's helpful to create a weekly content calendar where you and your team can strategically map out all of your marketing channels—including social media, e-mail, and even your website. This way, the messaging remains cohesive and delivered in a consistent manner that is true to your brand voice.


Above all, the most important thing to keep in mind throughout all communications is the well-being of your customers. Now is not the time to emphasize sales or promotions, but you may prepare in the background for once the timing is right to pick back up with these initiatives again. With unemployment claims at an all-time high, it's vital to be an extension of understanding to your customers.

As society continues to adhere to stay at home orders and flatten the curve, the spa industry will rebuild and come back stronger than ever. People are going to be cautious, but they're also going to be hungry for experiences.

About the Author:  Amber Natale is the president of Smarthinking Inc., an integrated brand development agency. A creative in her own right and an expert in logistics and operations, Natale leads the operational side of the business by brainstorming strategies, formulating how they will successfully work, and how to best execute them.

American Spa will continue to provide top of the line Coronavirus coverage as news surrounding the pandemic emerges. Click here for our full list of COVID-19 coverage and check back daily for updates. Want to share your Coronavirus updates with us? Email [email protected], or connect with us on FacebookTwitterInstagram, and YouTube.


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