Pregnancy is not only a period of great excitement and anticipation, but a time when self-care is a must. Once the baby arrives, it’s common for postpartum moms to get caught up in the whirlwind of around-the-clock feedings, diaper changing and interrupted sleep, so opportunities to nurture themselves inevitably take a backseat.
Log in to view the full article
Pregnancy is not only a period of great excitement and anticipation, but a time when self-care is a must. Once the baby arrives, it’s common for postpartum moms to get caught up in the whirlwind of around-the-clock feedings, diaper changing and interrupted sleep, so opportunities to nurture themselves inevitably take a backseat.
That’s precisely where spas come in, offering treatments and services that enable new and expectant moms to break from routine, get out of the house, decompress and de-stress. Of course, the trick is cultivating this customer base at the first trimester and holding on to them for the long haul. Here’s how four savvy day spas retain their prenatal business past the nine-month mark.
1. Larchmont Sanctuary Spa
With more than 10 years in business, Larchmont Sanctuary Spa in Los Angeles knows the value of providing special services for its clientele, especially expectant mothers. Spa menu highlights include prenatal massage, prenatal skin care and aromatherapy foot soaks—beginning at 12 weeks—as well as a full-day pregnancy retreat that encompasses all three treatments.
“As a mom myself, I know all too well how important it is to get regular, consistent massage and relaxation time, both during and after pregnancy,” says Bevin Hamilton, spa director of Larchmont Sanctuary Spa. “It can not only aid in a healthier pregnancy and postpartum recovery, but shifts one’s mind and energy.”
To market these services, Hamilton relies on a mix of online promotions and word-of-mouth recommendations. Community outreach has also bolstered business via networking groups like MomsLA and print publications that accent the benefits of self-care. The spa hosts regular baby shower events to introduce potential customers and promote pregnancy-safe skin care products.
Determining how to retain customers after their pregnancies requires some careful record keeping. Larchmont Sanctuary Spa’s database details specific notes on each client, the dates of their trimesters and the treatments they have received. The use of SOAP (subjective, objective, assessment and plan) notes benefits massage therapists in tracking the condition and progress of each client, and all staff members rely upon the spa’s software for marketing and making appointments.
Finally, Larchmont Sanctuary Spa provides discount packages for massages and facials, and can customize treatments for those with special needs, so there is plenty of flexibility—something every mother can appreciate.
Related: Menu Inspiration for Moms Seeking Wellness-Focused Babymoons
2. Tranquility Spa
At Tranquility Spa in Scarsdale, New York, expectant moms don’t need a special reason to book a massage or facial, according to general manager Stephanie Hershkowitz. “As a mom of two, I can tell you that there is no discount needed when you are pregnant and need some relief,” she says. “I personally suffered from sciatica during one of my pregnancies, and massage was the only thing that helped with the pain.”
For the past 30 years, Tranquility Spa has offered a variety of treatments for pregnant women. Prenatal massage, performed on the side with pillows for support, is a customer favorite, as are the European facial and sea salt body polish for relieving dry and itchy skin. (A Mommy to Be package includes all three treatments.)
Dermaplaning has also been on the menu for the past seven years and is a popular choice for those with skin care concerns. “A pregnant woman cannot have certain types of facials because of the risk of potential hyperpigmentation,” cautions Hershkowitz.
Treatment specials are not publicized; rather, existing clientele who are uploaded into the spa’s database are notified of holiday deals and spontaneous promotions throughout the year. “You would have to be a client to know about these random discounted deals,” Hershkowitz says, adding that monthly specials are listed on the spa’s website.
Confident in her sales style and treatment offerings, Hershkowitz believes that her customers understand the unspoken value of new mom self-care. “The need to get away and relax after having a newborn is a real one,” she says.
3. Baby Bella Spa
Moms-to-be who frequent Baby Bella Spa in Lexington, Kentucky, are in for a treat—quite literally. Owner Crystal Nichols notes that the “treat points” rewards system has been a useful marketing tool. Customers earn points for dollars spent, which are then translated into credits that can be used toward future services. Every 50 points converts into $10, enabling regulars to maximize their overall experience.
This 16-year-old specialty spa offers ultrasound imagery, as well as preconception, prenatal and postpartum massage. Nichols notes the myriad benefits of massages in managing all symptoms of pregnancy and after, from sciatic nerve pain and cramping to constipation, heartburn and congestion. “We also offer massage enhancers to help with swelling, achy joints and stretchmarks,” she adds.
To boost her customer base, Nichols relies on a variety of proven marketing methods: social media, email, texts and collaborations with local obstetrician offices. Baby Bella has also hosted open houses and local maternity fairs to introduce potential customers to her facility.
4. Harmony Day Spa
Servicing prenatal customers is an intensely hands-on experience at Harmony Day Spa in Caldwell, New Jersey, where two types of bolstering techniques are available for prenatal massages: the traditional side-lying technique with pillows, and another on a special massage table that lets the client lie on her stomach safely. Rather than using a cut-out table, “This cradles the mom’s tummy and breast area, and allows our therapist to access the entire back, hip and leg area,” explains founder Amy Waldorf. She notes that guests appreciate this method, particularly in the later stages of pregnancy.
The spa has actively promoted the business via its website and through email marketing campaigns. “Our point-of-sale system captures all the necessary information through our website and displays our live booking system 24/7, allowing guests to make appointments anytime,” says Waldorf.
Harmony Spa’s primary client base is generated by word-of-mouth referrals from online local mom groups. Maintaining repeat business is expedited via the spa’s loyalty program, which links treatment history to rebooked appointments, online purchases and customer referrals. Waldorf is also investigating the possibility of offering more individualized communications like personalized (non-mass) texts and custom triggers for sophisticated emails.
While the spa does not specialize in postpartum massage per se, Waldorf believes its importance should not be overlooked. She is currently looking for providers who would enable her to expand her services and better serve this customer demographic. “Considering the emotional and physical impact of childbirth and the hormonal changes that occur, marketing this service is essential,” she says. “A happy and healthy mommy leads to a happy and healthy family.”
Pamela Brill is a writer based in Northport, New York.
