Check in to see how other Wellness Brands are winning and thriving. Check out with the insights you need to grow yours.
Success in the beauty and wellness industry demands skill and expertise, but it takes innovative marketing to really stand out in the competitive space.
During an Innergize 2024 panel session titled “Marketing Strategies for Effective Businesses,” two powerhouse industry leaders shared actionable advice and creative insights that have helped them scale their respective brands.
The experts:
Drawing from their journeys, here are 7 key wellness marketing strategies and tips from Dufresne and Woodcock that are sure to inspire growth for your business.
Kyla Dufresne built the Foxy Box brand on a foundation of creativity and community engagement. Without a hefty budget in the beginning, Dufresne relied on bold grassroots tactics.
"Every restaurant I went into, I left Foxy Box business cards on the table," she shared. "If I’m not on stage here dressed like a rapper, I’m usually in my sweatpants with a Foxy Box hat. Rep your brand wherever you are and always have your brand visible."
Similarly, the Foxy Bar founder encouraged others to physically get out into their communities, saying, "Join the Chamber of Commerce, go to events, show your face. People buy from people."
Brand visibility starts with you. Equip your team with branded merchandise and engage your local community directly through events and partnerships. Don’t underestimate the power of face-to-face connections in building brand loyalty.
When funds are tight, ingenuity matters. Kyle Dufresne found this out first-hand in Foxy Box’s early days, sharing how her out-of-the-box tactics helped generate buzz and demand.
“One of my technicians was a burlesque dancer... and the Bachelor Canada was looking for bachelorettes. I paid for her flight to go to Calgary, and they picked her—everyone wanted to book with her when she got back!”
Dufresne also reminisced about flash mobs at bars, distributing Foxy Box swag, and embedding their marketing into the community culture, while advising business owners to start marketing online “as soon as your lease is signed.”
Find untapped resources within your team’s talents or local opportunities and use them to draw attention to your brand. Creative, unconventional marketing can leave lasting impressions without breaking the bank.
Both Kyla Dufresne and Jenny Woodcock emphasized the importance of launches and events to generate initial traction and celebrate loyal customers. For grand openings, Face-to-Face Spa CEO Woodcock recommended pushing the actual party until the business is running smoothly.
“We always suggest that they do it about a month after they've opened,” explained Woodcock, who recommends a grand opening budget of around $20,000. “Having a soft opening is what we call it. Just working out your kinks.”
Dufesne highlighted how recurring customer events were a game-changer for Foxy Box. For the past six years, the Foxy Box team has celebrated Client Appreciation Day by offering free services all day long and pairing them with a bundle sale—and the results speak for themselves. "This last year, we made $410,000 in system-wide revenue in one day,” shared Dufresne. “One of our stores made $70,000 alone."
Use events to drive traffic, build relationships, and generate buzz. For grand openings or appreciation days, go big with free services, exclusive offers, and fun experiences to make a lasting impact.
Understanding what works is key to long-term success. Both Woodcock and Dufresne use tools and team structure to analyze and refine campaigns.
Woodcock shared, “We look at Advanced Marketing reports to analyze campaigns. One campaign brought back $25,000 from clients who hadn’t been back in over 90 days. That’s a huge success.”
For Foxy Bar founder Dufresne, monitoring advertising campaigns means leveraging the power of promo codes to track success directly.
Regularly review marketing analytics to see what’s working. Use promo codes, reports, or campaigns targeting “lost” customers to measure ROI and make informed future decisions.
Social media emerged as a critical tool for both brands, with a focus on staying authentic and consistent.
Dufresne encouraged business owners to lean into TikTok trends and ‘think local’ for influencers. “Don’t look at someone that has millions of followers... look at people that might be great references for you, like hairstylists or nail techs, and invite them in for a complimentary service.”
For Woodcock, a personal approach has worked well. She said, “I just reach out to local influencers… ‘Hi, I’m the owner of Face-to-Face Spa. Would you like to receive free services in exchange for doing a post?’ If they’re protective of their page, I can use the content on my own.”
Work with micro-influencers from your own community. Their followers are more likely to align geographically with your customer base, giving you better results.
Consistency was a key theme throughout the Innergize 2024 panel session. From secret shopper programs to team incentives for rebooking clients, Dufresne and Woodcock ensured their entire teams stayed aligned with marketing goals.
Dufresne stressed the importance of personalizing engagement with clients. "If your esthetician is not booked, have them go back to their schedule five or six weeks ago. Look at who was booked that day and send a personalized text saying, ‘Hey, I miss you!’”.
Woodcock also mentioned incentivizing clients for engagement, saying, “If you review us online or follow our page, you get a free sample.”
Build personalization into your marketing. Follow up with lapsed customers through direct messages and incentivize online interactions like reviews or follows with samples or discounts.
Both leaders highlighted memberships and referrals as top strategies for fostering client loyalty. Dufresne talked about free or discounted introductory services to attract clients, while Woodcock focused on leveraging backend systems to maintain connections.
For referrals, The Face-to-Face Spa CEO incentivizes with a free chemical peel. “It’s important [to give] something they’d utilize that doesn’t compromise availability,” she explained. “For us, a chemical peel takes 25 minutes, you're in and out, so we can usually find a 30-minute time slot with an aesthetician.”
A strong membership program creates predictable revenue, and creative referral incentives can keep your pipeline of new clients robust. Ensure that referral rewards are valuable but operationally efficient.
Salons, medspas, and waxing businesses saw a 24% improvement in membership sales in 2024.
The beauty and wellness industry continues to evolve with new tools and tactics, but timeless approaches like community connection, creativity, and customer appreciation remain unbeatable.
By implementing these expert wellness marketing strategies shared by Dufresne and Woodcock, your business can unlock new levels of visibility, loyalty, and success.
Written by
Cheryl Cole, Managing Editor
Cheryl uses her background in journalism to help brands bring their unique stories to life. Passionate about content strategy, she has extensive experience leading both print and digital publications. As managing editor of The Check-In, Cheryl is committed to providing wellness professionals with high-quality, tailored content designed to help grow their brands.
Learn more about Cheryl Cole