Today's client wants two things: 1) an interactive spa experience and 2) natural, non-synthetic ingredients. Planning events that combine both of these wants will build client loyalty and get your client in touch with her/his playful side. Here are a few things to keep in mind when planning these special events.

1. Partner. From florists and gardening centers to photographers and art shops, work with other businesses to provide two services to clients and to draw in new customers. A great example would be partnering with a barre studio to host a self-care night. After a class at the studio, you could come in and teach participants skin care tips for pre and post workout skin. If you do partner with another business, make sure to offer discounts for all participants. This allows the event to serve as a "teaser" of the great services you provide inside your spa.
2. Keep it safe. It seems obvious, but don't plan an activity that could create a negative impact on your retail sales, or create a liability, like a "make your own skincare" class. You risk cross contamination issues with a class like this as well as giving the message that clients don’t need professional skin care services. Clients need to purchase professional skin care to enhance the effects of the professional treatments they receive from you. Don't cheapen your expertise! 
3. Teach them. The best part about interactive experiences is that clients learn the value of what your business provides and they learn more about themselves. One way to incorporate learning is to host a "Learn About Essential Oils" afternoon. Discuss ingredients that compliment your retail skin care and make sure it enhances your brand.
4. Charge a reservation fee. Get your clients to commit by charging a reservation fee that will ensure your event’s success. The reservation fee may be used toward a purchase of retail skin care, which will benefit your bottom line. 

Demonstrating a desire to host an event that isn’t necessarily about skincare, shows your clients you value a balanced life. Use your imagination and have some fun!

Photo: Casezy idea