SEASONALEVENT

MOTHER nurture

Discover 5 ways to maximise on Mother’s Day this month, with advice from salon owners & marketing experts

ALEX FOX REPORTS

Nail businesses offer safe and nurturing sanctuaries in which to acknowledge and elevate Mother’s Day, which falls on Sunday 15 March in the UK. With the vast majority of salon clientele being female, it makes perfect sense to promote the occasion – whether to embrace the joy of pregnancy, celebrate a new mum or honour motherhood in all its forms.

Successful Mother’s Day campaigns recognise and understand modern motherhood, and can help nail businesses create lasting relationships with clients. Check out ideas to mark the event...

1 Craft a bliss box

“Every year I create ‘A Little Box of Bliss’: a gift box filled with nail, beauty and wellbeing treats that are indulgent, thoughtful and nurturing,” says As’ka Baran, owner of Holistic Health & Beauty in Crowland, Lincolnshire. “This has become As’ka Baran especially popular for Mother’s Day – either as a standalone gift or paired with a treatment voucher. People love that it’s a calming experience presented within a box.

“I create three different boxes: mini (£15), medium (£25) and large (£35). The smallest box makes an ideal letterbox gift, which I post to buyers for an additional fee.”

Finola Andrews

2 Fashion a nail experience

Why not invite mothers and daughters into your nail space to enjoy quality time, or create restorative treatment packages for pregnant women or new mothers? Finola Andrews focuses on this in her Shrewsbury business, Finola Nail Salon, telling Scratch: “I create specialist appointments for Mother’s Day called ‘Moments for Mums’. These allow mothers and daughters to catch up, enjoy a coffee together and relax. I also offer a free gift as an added incentive to book.”

To mark Mother’s Day, Scratch Stars Award-winning salon brand, Townhouse, is promoting the self-care experience. From 2-15 March, customers will receive a complementary Townhouse Flawless Polish with every luxury treatment booked. The company is also spotlighting ‘indulgent but accessible’ presents, such as its Everyday Essentials Kit and gift cards.

Townhouse Everyday Essentials Kit £30 inc VAT www.townhouse.co.uk

Susan Gerrard

WORD TO THE WISE

“Mother’s Day reflects everything our industry represents: care, connection and genuine compassion,” shares Susan Gerrard, Gerrard International chairwoman & Mii Cosmetics founder. “Mother’s Day naturally aligns with nail and beauty services. Clients want to gift their loved ones relaxation, confidence and a moment to feel truly valued and looked after.

“After Christmas, Mother’s Day is often the strongest driver of new bookings, attracting clients who may not usually treat themselves, while encouraging loyal customers to spoil people they care about. Nail businesses can introduce limited edition Mother’s Day treatments and mother and daughter packages. Simple service enhancements, like incorporating a hydrating hand mask, offering a complimentary drink or gifting a mini nail polish, can make an appointment truly special.”

Vicky Knight

3 Consider treatment packages

OPI educator, Vicky Knight, offers a wide range of Mother’s Day initiatives in her Kent salon, Salon Chique. She reveals: “We try to promote Mother’s Day differently every year to maintain interest, as some of our clients have been loyal to us for years. In the past, we have offered cream teas with services and a professional photo shoot after we delivered makeovers for families.

“This year, we are offering a selection of treatment packages with an emphasis on relaxation and togetherness,” Vicky continues. “These will allow us to pamper regular clients on an enhanced level, and introduce new clients to the salon. We are also offering hampers containing bespoke products, which a gift voucher can be added to.”

Sara Pinto

Georgia Hazell

4 Build an online buzz

“Social media and email messages play a crucial role in Mother’s Day marketing,” explains Sara Pinto, Andreia Professional nail product & academy director. “Sharing sneak peeks of themed designs, promoting gift cards and running offers for a limited time can encourage bookings. Be sure to share content that celebrates connection and self-love, so every client feels respected and welcome.”

“Consistently posting on social media helps keep your business in the front of clients’ minds when they search for Mother’s Day gifts,” notes Georgia Hazell, Mii Cosmetics social media executive. “Share appointment transformations, gift card packaging and client reactions to humanise your brand and build trust. Use interactive features such as polls, Q&A boxes and countdown stickers to boost engagement and bookings. Ensure you save your Mother’s Day Instagram Stories as Highlights, so new clients can easily find your promotions.”

Larissa Hodgins

5 Ensure inclusivity in marketing

“Families come in many forms, so inclusive messaging such as ‘celebrate the special women in your life’ or ‘treat yourself or someone you love’ widens your appeal without alienating anyone,” notes Larissa Hodgins, people program manager at Phorest Salon Software. “Using diverse imagery and language helps clients feel seen, which in turn builds emotional connections to your brand.

“Mother’s Day can be difficult for many clients,” highlights Larissa. “Some may have lost their mothers, while others may be estranged, struggling with fertility, navigating grief or adjusting to motherhood. Simple steps, like giving clients the option to opt out of Mother’s Day communications, show care and foresight. This is where having strong salon software matters. Segmenting your database allows you to be respectful and strategic, rather than sending blanket messages that may miss the mark.”

‘‘ Mother’s Day naturally aligns with nail and beauty services. Clients want to gift their loved ones relaxation, confidence and a moment to feel truly valued and looked after. ‘‘

MAKING MEMORIES

For many generations, ear piercing has been shared between mothers and children as a moment of trust and connection. Today, this tradition continues to evolve, with more families choosing to celebrate milestones and self-expression through safe, professional piercing experiences that become cherished memories.

Studex, a global leader in ear piercing for over five decades, recommends that beauty businesses offer clients lasting keepsakes that hold emotional value. Mother’s Day presents a unique opportunity to reposition ear piercing as an experience, rather than a transaction. A calm environment, high-quality jewellery selection and clear aftercare guidance create moments that clients associate with trust. Meaningful Mother’s Day gifts may be found in shared moments – and jewellery that tells a story for decades to come.

Find out more at www.studexuk.com