15 Esthetician Marketing Ideas To Glam Up Your Practice

The esthetician industry is booming in the U.S., with more than 48,000 employed estheticians. The primary reason estheticians are doing so well is because they provide life-changing treatments. It is more than just facials and makeup. Estheticians give clients their self-esteem back and can help treat various skin issues.

If you are an esthetician, you currently have a lot of competition. Likely, this competition is in your backyard. Fortunately, you can stand out by using trending esthetician marketing ideas.

Esthetician marketing is a must-have for your business to build brand awareness in a saturated market. It is the only way to attract your target audience and retain existing ones. And it is the best way to highlight your esthetician expertise.

What Is the Market for Estheticians?

Speaking of target audiences, do you know yours? You must identify and understand your target audience before you market your practice.

How To Recognize Your Target Audience

Make it easy to determine your target audience by observing the clients who buy your products and book your services. Note their ages, their neighborhoods, and their interests.

This way, you will know what type of product and service to promote to a specific audience.

For instance, if you specialize in acne treatments, you will mainly target a younger audience. But this does not mean your products and services will not appeal to an older audience. Many people struggle with acne and pimples into middle age and need your expertise and products to help them.

Moreover, your target audience will also live a specific lifestyle. They may want to look good for a new job or get a makeover after a divorce. Lifestyles and preferences play into what your target audience will look like.

What Is the Target Audience of Estheticians?

So, what is the primary target audience of estheticians? It depends on the age group that estheticians target. Facials and product recommendations appeal to younger clients while anti-aging and hyperpigmentation products appeal to middle-aged clients. Estheticians also target audiences over 65 through products and services for mature skin.

Furthermore, while estheticians typically cater to women, more men seek skincare services, too. This is a golden opportunity to broaden your audience and expand your business.

How to Brand Yourself as an Esthetician: 2 Identity Tips

Before you can appeal to any audience, you must brand yourself as an esthetician. You must decide on your product and service, your values, and what type of experience you want your clients to have.

Crafting a Compelling Brand Story

With these components in place, you can start telling a compelling brand story. Your story must connect with your audience. You want them to go on a journey with your business and become part of your brand story.

Therefore, you must include emotions, conflict, and resolutions. Show your audience how different your products and services will make them look and feel. At this point, highlight testimonials and reviews focusing on the emotional high of looking and feeling better.

Then, highlight the conflict of struggling to choose between brands or products. Show your audience why your product or service is the obvious choice. Add a call to action to this part of the story.

Bring out the promises by pointing out how your clients will achieve their goals if they choose your brand.

Designing a Memorable Logo and Visuals

You must align your business logo and all visuals with your brand story. If your target audience is Gen Z, you want interactive visuals with eye-catching effects. If you’re targeting a millennial market, you should focus on visual storytelling with a clean aesthetic and subtle marketing aspects.

Your logo should cap off these efforts. Design something that connects with your ideal audience, but keep it simple and clean. Logos with too many colors or shapes do not stand out. Think of Nike and Apple. These logos are universally recognizable without bright colors or varying shapes.

15 Esthetician Marketing Ideas You Can’t Miss

Whether you are a dermatologist or an esthetician, you cannot solely rely on knowing your target audience and building a brand to find success. You must use the latest marketing ideas to connect with people and convince them to choose your brand.

Some of the best marketing ideas for estheticians include the following:

1. Show Off Your Branding

Marketing for estheticians is not all about esthetician advertising. The same goes for dermatologists. You want to show off your branding, without pushing any sales or bookings.

You want to create an inviting environment that does not solely focus on skin procedures or treatments but on relaxation and zero stress. This is how you can attract people to your business. You appeal to their senses and then prove how you can better their lives.

1. Attract Clients Locally

When the feet start coming through the door and the inquiries roll in online, you should analyze where they are coming from. If you mainly attract people from other areas and states, you are not focusing enough on your local community.

You can spread the word about your brand by hiring space in a local mall or partnering with bigger businesses like salons and wellness spas. This will make you more visible to local clients and give you instant access to another client base.

1. Ask For Referrals

Before a satisfied client leaves your clinic, ask them to refer your business to friends and family. This is the easiest way to get word-of-mouth marketing going and one of the most affordable esthetician advertising ideas.

Reward your clients with a gift certificate or service discounts whenever they help you get a new client. Retain your new clients by giving them a good discount for their first visit. This is a successful cycle that will allow you to keep building your client base.

1. Reward Clients With Loyalty Cards

Longstanding clients deserve special attention and rewards. Design a loyalty card that gives customers a discount on special days like birthdays or anniversaries. You can also combine facial promotion ideas with a loyalty card. For example, if a client buys a specific number of products, they get a free facial.

Doing this type of marketing ensures that your clients stay loyal, and it works for word of mouth too.

1. Get Listed On Google and Other Popular Directories

Make your business as visible as possible. List your esthetician or derm practice on Google by claiming your Google Business Profile. You can use this listing to provide crucial information about your business. This includes operating hours, contact details, directions to your practice, and a link to your website.

The more people know and read about your practice, the more they will want to visit it, especially if you combine your branding efforts with effective social media campaigns.

1. Run Social Media Campaigns

You must have a presence on all the major social media platforms. This includes Facebook, Instagram, LinkedIn, and TikTok. Creating a profile on these apps gives you instant access to several audiences. And it is simply the easiest way to find clients where they are already spending their time.

You can use social media campaigns to do almost anything, from highlighting the benefits of your services to promoting products. You can connect with potential clients and build a trusted reputation.

1. Build a Professional Website

Just ensure that you have a professional website as well. When you promote your practice on social media, you should ideally direct users to a landing page where they can read more about what you do.

This website should be easy to use and provide the information people need the most. The more transparent you are about your products and services, the more people trust your expertise. This is another way to draw and retain customers. You can even build your website yourself using online software tools and programs.

1. Use a Distributor

You do not have to do all the heavy lifting yourself. Partner with a product distributor to help you promote your practice on social media. A product distributor will also help you get your products in salons, spas, and wellness centers. While your distributor promotes your brand to these places, you can promote their services to your peers.

1. Do Some Networking

Networking is a crucial part of esthetician marketing. When you attend events and product launches within your niche, you introduce yourself to people you may never have met otherwise. This widens your circle and allows you to partner with other professionals. You can even start hosting product launches to attract more people from different parts of your industry.

1. Use Email Marketing

Email marketing may seem very 90s, but it is still one of the most effective marketing methods in 2024. With an email campaign, you can let customers know about your latest promotions and products. And you can personalize your messages to connect with your audience.

If you send relevant information and add value to your clients, an email marketing campaign will give you the exposure you want.

1. Make the Most of Memes

To truly make an impact with your marketing, you must keep things fun and exciting. One way to do this is by using memes. Memes can have a positive effect on your business as long as you do not use them to poke fun at real problems. You can use animal memes or well-known ones to show off your brand personality and even promote your practice. The rule is to use humor without being mean or offensive.

1. Focus on Video Marketing

Video marketing is still highly effective in 2024. You should create Instagram reels and TikToks to show off your brand on major platforms. Videos often go viral on social media, which is what you want for your business.

The best part is that you can create videos about anything related to your practice, including wellness tips, beauty hacks, and skincare methods. Videos are a great way to reach the younger generation if that is your target market.

1. Start a Blog

Despite the massive demand for videos, people still love blogs. You can start a blog on your website to encourage more organic traffic. Blogs are also excellent for sharing your expertise in the esthetician industry. When people see how much knowledge and experience you have, it becomes an easy decision for them to support your business.

1. Create a Pinterest Page

If you have not considered using Pinterest before, you should create a profile in 2024. Pinterest allows you to create boards (or landing pages if you will) for your product lines, store, and even blogs. This platform provides another way to expand your reach and grow your audience.

1. Reach Out To the Community

You can also use your brand for good. Reach out to your local community by hosting a wellness product drop-off. Ask your followers and clients to donate some of their health and wellness products, even those from other brands. You can create a drop-off point and then deliver the products to community members who need them the most.

Esthetician Trends 2024

Esthetician trends extend beyond marketing in 2024. To keep appealing to your target audience, you must offer the products and services they demand. These include the following:

Cheek Fillers

Some clients prefer minimally invasive treatments like fillers and Botox for convenience. Cheek fillers, in particular, are very popular because it takes just a few minutes to transform a client’s facial structure. Ideally, you want to offer an FDA-approved filler to ensure the best product for your clients.

Dysport

Dysport has beauty and health properties. This neuro-muscular blocker can treat muscle spasms while getting rid of wrinkles temporarily. The procedure is quick and painless, and most people only need two treatments annually. Offering a dual-purpose product like this will help you retain customers over the long term.

Masseters

There is also a huge demand for masseter treatments. This is basically a Botox injection administered to the jawline to give it a slimmer look. The neurotoxin blocks nerve signals, making the masseter muscle appear smaller. The effect lasts the same time as Botox injections in the forehead.

Buccal Fat Reduction

The buccal fat reduction rage has spilled over from Hollywood. This is a more invasive procedure but it comes with a permanent result. Buccal fat removal refers to removing fat in the lower cheeks to emphasize the jaw and cheekbones. This procedure is fantastic for giving clients their self-confidence back or building self-esteem.

Microneedling + PRP

Another esthetician trend that is not going anywhere is microneedling and PRP. Microneedling treatment boosts natural skin collagen and improves the appearance of wrinkles, scars, and hyperpigmentation. Added PRP (plasma extracted from your blood) boosts the microneedling treatment. People love this combination because it treats crow’s feet and deep lines around the nose and mouth.

Morpheus8 + Exosomes

You should also offer a service that is a step up from microneedling and PRP. Enter Morpheus8 and exosomes. Morpheus8 offers everything microneedling does but with the added benefit of radio frequency technology. This combination improves everything about the skin, especially tone and texture. Exosomes help further transform skin texture and allow the skin to recover faster from the Morpheus8 treatment.

Facelift

You should also offer traditional treatments like facelifts. Facelifts never go out of style because they target the signs of aging and help tighten the skin. It will benefit your practice to offer conventional and mini facelifts, depending on your target audience.

FaceTite

Moreover, you must cater to those who do not want to go the facelift route. The FaceTite treatment is a perfect alternative. FaceTite uses cannulas and internal electrodes to contour facial skin. This is a minimally invasive technique that helps get rid of fatty tissues and stimulate collagen production.

Non-Invasive Body Contouring

Non-invasive body contouring is also becoming very popular. This treatment targets fat cells using electromagnetic energy and ultrasound technology. Your clients will love this non-invasive technique as it will give them the body shape they want without going under the knife.

Grow Your Practice With Podium

Growing your med spa, wellness, esthetic, or dermatology practice is made easy with Podium. The Podium solution allows you to attract leads with your marketing campaigns and continue communicating with them on one platform. This means you can find new clients, book more appointments, and keep them coming back using one central system.

With Podium, you get a textable contact form and automatic replies. You can send promotional bulk texts to increase sales and bookings. You can even follow up on inquiries by making AI-powered calls from the web and Podium’s mobile app.

Discover Podium for yourself by requesting a demo here.