Bridal Beauty and What It Could Mean for Your Practice
It’s been said that there are certain events in a woman’s life where budget takes a backseat. Of course, it comes as no surprise that her wedding day tops that list.
Dr. Michelle Barnes, a Miami-based physician specializing in Anti-Aging and Regenerative Medicine and Medical Director for DermaCare Brickell, can certainly vouch for this fact; “We are seeing more women setting aside a beauty budget to invest in their skin in order to prepare for their big day. Ultimately, her face will be the main focus on her wedding day. Brides want to ensure that they are glowing from the inside out and that their photographs reflect this.”
Makes sense, right? You’d be hard pressed to find a bride-to-be who wasn’t doing everything possible to look her best on the big day. Which begs the question, what is your practice doing to ensure these beauty-seeking brides are choosing you as their partner in getting her skin “walk down the aisle” worthy?
Marketing to the Soon-to-be-Married
Marketing a product or service can be boiled down to delivering the right message to the right consumer at the point they are looking to fulfill a need. Ideally, you know what your consumer wants and can offer the right service at the price they are willing to pay.
In this case, you’re already ahead of the game. You know your consumer (brides), you know what they want (beautiful skin) and you know they are willing to invest in incremental services (hooray!). As reported by Brides.com, women will spend an average of $1,851 on their skin during the time leading up to their wedding.
Which is why now is the time to take advantage of your current or potential patients that are among the 2.3 million Americans that wed every single year.
Here are some things to consider:
1. Make your value known to those who already find you valuable
As Woody Allen says – showing up is half the battle. Therefore, start with ensuring that those already in your practice are made aware of the amazing treatments available to them – whether they are sitting in reception or waiting in a treatment room or those already a part of your email contact list.
No waiting room is complete without promotional reading material, so you may want to consider adding a pamphlet or booklet for brides. From a list of treatments to peruse to special packages and promotions geared solely towards bridal beauty, you’ll be extending a much-needed olive branch to the women looking to go the extra mile with their beauty routine.
2. Tap into the online & offline community
One of the first things a bride does when she first says “yes” is take to the internet to start her Google search on everything bridal. With no end in sight, she begins actively searching for ideas and advice that will help make her wedding the best in can be. This includes asking google about “bridal skin”, best treatments more wrinkles and best place for laser hair removal - all popular Google search terms. Adding a blog to your practice’s content marketing efforts will certainly go a long way, as it will bring about two critical things that every practice needs to succeed: awareness and website traffic.
Social media is an important awareness tool that can be an easy marketing strategy to implement. Your posts will set the tone for what is happening in your practice. Try leveraging bridal related creative assets for Instagram and adding hashtags like #bridalbeauty or #bridalskincare to your posts that establish authority in the bridal skincare industry and attract those following the hashtag. Another great online resource is Pinterest. Beauty is one of the top “pinned” categories and so making your content available on Pinterest can be valuable.
Go offline with community partnerships!
Joining your local bridal expos are a great way to get out into the community and not only make strong connections with potential patients, but with other wedding vendors as well. We spotted Dr. Carrie Houssock, Plastic Surgeon with Vogel Plastic Surgery in Baltimore, at the Baltimore Bridal Expo this past weekend. She not only invited her instagram followers to stop by the event, but also grabbed the attention of attendees with educational materials about the treatments and skincare her practice offers (think Vivace RF Microneedling). Another option is hosting your own bridal event in which you partner with local wedding vendors - florists, photographers, makeup artists and hair stylists – to tap into their relevant clientele and strengthen relationships for future programs.
3. Talk about the Best Bridal Treatments
Joie Tavernise, owner of JTAV Clinical Skincare in New York City, agrees that every bride wants to be the best version of themselves. “Our brides-to-be are asking how to achieve their best possible skin for the big day without downtime. This can be a busy time, so no bride wants to have to worry about putting aside time to heal.”
Therefore, one of her top recommendations is the Vivace RF Microneedle because of the results and lack of downtime regardless of the lead time one has before the wedding date.
The combination of microneedling to stimulate collagen and radiofrequency to lift and tighten provides both immediate and long-term benefits including texture improvement, smaller pore size, minimized appearance of fine lines and wrinkles, reduced appearance of acne scars and improved absorption of skincare products. Vivace is a “go to” alternative to botox and fillers. By stimulating the body’s own production of collagen, Vivace offers broad, long-lasting and natural-looking results. Even television reality stars are getting in on the pre-wedding Vivace action to look their best for the big day – Shahs of Sunset’s Mercedes Javid was filmed getting her Vivace rf microneedling + PRP treatment on Bravo’s hit show just last week.
“My team and I love using Vivace because it is an ideal treatment for both brides who have a lot of time to get ready and brides who are pressed for time” shares Tavernise. “The reason that Vivace is flexible when it comes to these timelines is that the results are both immediate after one treatment and improve over time with multiple treatments.”
Dr. Barnes shares the JTAV owner’s sentiment; “We recommend Vivace treatments because they have minimal downtime with fantastic results. I like my brides to do one treatment per month with the final treatment completed about 1 month prior to the wedding.”
These New York City and Miami practices offer packages for Vivace RF microneedling treatments that can also be combined with other treatments for a maximum beauty boost. And desirable treatments don’t end at the neck. A wedding motivates many to finally invest in getting rid of facial hair and body hair, treating stretch marks and pigmentation or removing a tattoo.
At Cartessa Aesthetics, we’re here to support the marketing efforts of our clients and ensure you’re reaching key demographics, like brides, that can give you a competitive edge and ensure success with your technologies. Every client is matched with a practice development specialist that can provide you with strategies and marketing assets.
Here’s to a beautiful bridal season, for your patients and your practice!