5 Marketing Strategies for Beauty Salons That Few Want to Share

In today’s highly competitive market, finding an effective marketing strategy for beauty clinics is no easy task. If you are still searching for a marketing strategy tailored to your beauty business, this article will introduce you to six prominent beauty marketing strategies currently being used in Vietnam.

The Importance of a Marketing Strategy for Beauty Clinics in 2025

Before diving into specific marketing strategies, let’s explore why beauty businesses need a well-structured marketing plan. The statistics below will help you better understand the market and why developing a marketing strategy for beauty clinics is essential.

Strong Market Growth

According to Market Research, the compound annual growth rate (CAGR) of Vietnam’s beauty industry from 2019 to 2027 is projected to reach 5.23%. Since 2019, the revenue of the beauty market has experienced significant growth, with major beauty clinics generating revenues of up to 60-80 billion VND.

This highlights the industry’s potential for expansion and the increasing demand for both surgical and non-surgical beauty services.

Vietnam’s beauty market is experiencing stable growth with long-term development opportunities, attracting interest from businesses in the industry.

Large Market Size

As of 2023, there were over 6,000 spa and beauty establishments across Vietnam (VSAPS). Professor Safi Kang, founder of the Korean College of Cosmetic Surgery (KCCS), has also noted that Vietnam’s beauty market is expected to experience outstanding growth, approaching the status of a “beauty paradise” like South Korea.

High Discussion Volume

Discussions about beauty clinic brands on social media increased by an average of 49% per month during the first seven months of 2023.

With such rapid growth, the beauty industry has become an attractive “pie” for many new businesses entering the market. However, the large number of establishments also means that businesses face fierce competition.

This puts pressure on businesses to develop marketing strategies that build a competitive advantage, optimize budgets, and maintain a strong brand image.

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5 Marketing Strategies for Beauty Clinics

Here are some key strategies to help build a reputable brand image and drive revenue growth for beauty clinics.

#1 Building a Personal Brand for Doctors

One of the most common marketing strategies for beauty clinics is leveraging reputable experts in the industry—Professional Influencer Marketing—to enhance brand value through the expertise and image of cosmetic doctors.

With this strategy, businesses can position themselves as premium beauty clinics operated by highly qualified and experienced doctors. The stronger the doctor’s personal brand, the more trust customers will have in the clinic.

Businesses can apply this strategy in several ways:

• Sharing personal and professional information: Publicly display doctors’ degrees, certifications, and awards on websites or social media.

• Creating advisory videos: Doctors can share skincare tips, modern beauty treatments, or answer common cosmetic concerns through video content.

• Hosting events with doctors: Organize direct consultation sessions or livestreams on social media where doctors can answer questions and provide beauty advice.

For example, Dr. Tú Dung from JW Korea Aesthetic Hospital is well known for his consulting videos on TikTok, amassing over 200,000 followers. His videos frequently receive high engagement, reaching up to 8 million views, thanks to their professionalism and transparency.

Similarly, Dr. Lê Trung Kiên from Thu Cúc Hospital and Dr. Richard Huy from Kangnam Hospital participate in industry conferences, such as the Annual VSAPS International Scientific Conference hosted by the Vietnam Society of Aesthetic Plastic Surgery, to establish their credibility as experts.

#2 Focusing on a Niche Market

Niche Market Marketing focuses on a specific customer segment with unique needs and characteristics, rather than trying to appeal to all potential customers broadly.

This strategy is ideal for beauty clinics that target a small group of clients with specialized needs and offer tailored services. By doing so, businesses can specialize in their services, increasing competitiveness and distinguishing themselves from rivals.

Some specialized beauty services include complex plastic surgeries, chemical-free treatments, or non-invasive beauty procedures.

For example, Lavender By Chang is a top choice for women seeking non-invasive skin treatments, such as pigmentation removal, skin whitening, and rejuvenation.

#3 Event Marketing

To build long-term relationships with customers, many beauty clinics use Event Marketing, which promotes brands, products, or services through organized events.

This strategy involves hosting large-scale events periodically, such as loyalty programs, anniversaries, or special celebrations. Clinics can enhance their event marketing by incorporating promotional activities such as pre-event advertising, PR campaigns, social media engagement, and post-event feedback collection.

A prime example is the 25th-anniversary celebration of Mailisa, showcasing the powerful impact of event marketing. The event featured entertainment performances, customer appreciation programs, and system-wide promotions to attract clients. Highlights included a luxury supercar lineup, A-list celebrity performances, and high-value giveaways. As a result, in October 2023, Mailisa led the beauty clinic market with over 63% of total discussions.

#4 Sponsorship Marketing

Sponsorship marketing is a strategy where beauty clinics collaborate to sponsor events, organizations, or activities to effectively promote their brand. This approach helps establish a professional image and strengthens customer connections through highly interactive programs.

Common sponsorship methods include supporting fashion events and beauty pageants. Additionally, promoting brands through entertainment programs, especially reality shows or beauty talk shows, allows for deeper audience engagement.

For example, Kangnam Aesthetic Hospital successfully implemented this strategy through the show “Hành Trình Lột Xác” (The Makeover Journey), which not only provided social value but also enhanced the brand’s credibility. Similarly, Shynh Premium sponsored Miss World Vietnam 2023, leading to a remarkable 437.31% increase in social media discussions in Q2 2023, proving the outstanding effectiveness of sponsorship marketing.

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#5 Personalized Customer Journey

The Personalized Customer Journey Strategy is a marketing approach that creates unique experiences for each customer based on their behavior and preferences. This allows beauty clinics to offer tailored care services, promotions, and consultations.

Personalization makes customers feel valued and cared for. When they receive services that precisely match their needs, they are more likely to return.

One successful example of this strategy is Ethics Beauty Clinic, which developed the Ethics Beauty App. This tool not only facilitates appointment scheduling but also personalizes the experience with exclusive offers, a loyalty points system, and a personal beauty history tracker. Customers can easily monitor their beauty treatments and receive tailored recommendations, enhancing their overall experience.

Benefits of Marketing Strategies for Beauty Clinics

A well-executed marketing strategy unlocks significant growth opportunities, optimizes revenue, and strengthens brand positioning in the market. Here are some key benefits:

1. Enhanced Brand Awareness

Implementing marketing strategies helps beauty clinics stand out in a competitive market. Through event sponsorships and leveraging social marketing, brands become more recognizable to the public.

Event marketing, such as hosting “Beauty Experience Days” in local areas, also boosts brand visibility. Over time, the clinic becomes a go-to choice when customers seek beauty solutions.

2. Cost Optimization

Effective marketing strategies not only improve business performance but also reduce costs by targeting the right audience. For instance, a niche market strategy focusing on skin rejuvenation enables a clinic to allocate its budget toward middle-aged women, rather than spending on broader, less relevant customer groups.

Additionally, personalized customer journeys allow beauty clinics to create customized promotions based on individual needs and preferences. This not only increases conversion rates but also minimizes unnecessary advertising expenses.

3. Building Customer Loyalty

Marketing strategies help beauty clinics not only attract new clients but also retain and strengthen relationships with existing ones.

Marketing strategies help beauty clinics not only attract new clients but also retain and strengthen relationships with existing ones.

For example, by personalizing services, customers feel understood and appreciated, leading to higher retention rates. Loyalty programs, such as special discounts for returning clients, further enhance customer retention.

Loyal customers contribute to consistent revenue streams and become brand ambassadors, organically promoting the clinic to friends and family.

Top 5 Marketing Channels for the Beauty Industry

To enhance the brand image of a beauty clinic, implementing diverse marketing methods such as building a website or leveraging social media plays a crucial role. Let’s explore the most effective marketing channels below:

1. Website

Businesses should establish a website to increase visibility on search engines, especially Google. When potential customers look for a beauty clinic, they often search for keywords like “reputable beauty clinic.” A well-optimized website helps your business appear in search results, especially for customers in nearby areas.

Additionally, if you run ads on platforms like TikTok, Facebook, or Google Ads, a website provides a landing page where customers can learn more about your services. This ensures clear customer navigation and helps businesses track visits, converting clicks into real customers.

To rank high on search engines, a website must meet key criteria such as:

• No broken links

• Easy navigation

• Fast loading speed

• Strong security

• Unique content (no duplication)

• Mobile compatibility

2. TikTok

TikTok is one of the fastest-growing social platforms, offering exceptional brand visibility and natural viral content.

With TikTok, all a business needs is a smartphone and creative marketing ideas. Thanks to TikTok’s smart algorithm, videos can organically reach potential customers, exposing brands to millions of viewers.

For example, a beauty clinic can create short videos showcasing before-and-after results of a facial lifting procedure, featuring real customer testimonials. This builds trust and curiosity among viewers.

Building a TikTok channel for a beauty clinic can cost between $400 and $2,000, but businesses can adjust investments based on financial capacity. Leveraging existing equipment, creating authentic content, or collaborating with micro-influencers can help optimize costs.

For businesses looking for quick and effortless TikTok advertising solutions, professional marketing partners can help maximize efficiency while minimizing expenses.

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3. Facebook

Facebook remains a highly effective platform with detailed audience targeting, including age, interests, and purchasing behavior.

A unique advantage of Facebook marketing is its ability to build communities. Facebook Groups allow beauty clinics to create exclusive beauty communities, where they can share knowledge, experiences, and beauty-related articles. These groups facilitate direct brand-customer interaction, fostering loyalty.

4. Email marketing

Email marketing is an effective channel for promoting beauty services due to its personalized and distraction-free nature. By tracking key metrics like open rates and click-through rates (CTR), clinics can optimize their campaigns for better results.

Moreover, email’s high personalization potential allows beauty clinics to send tailored messages based on a client’s past service history and preferences, making them feel valued.

Email content should include personalized details such as the recipient’s name and phone number. Clinics can use emails to:

• Announce exclusive promotions

• Introduce new treatments

• Send appointment reminders

• Provide pre- and post-procedure guidelines

• Share educational articles from the website

5. SMS marketing

SMS marketing is an excellent channel for instant and time-sensitive communication.

With an almost 100% open rate within minutes, SMS is ideal for sending:

• Appointment reminders

• Limited-time discount offers

SMS can also be integrated with chatbots, creating an interactive two-way experience. This enables customers to book appointments, respond, or receive quick support.

When using SMS marketing, businesses should consider the following:

• Keep messages concise (around 160 characters), clear, and value-focused for customers.

• Include urgency and a call-to-action (CTA) to prompt immediate responses. Examples:

  • “Offer valid for 3 days only! Contact us now for a free consultation.”

  • “Book today for an exclusive discount!”

• Timing matters – Send messages when customers are most likely to read them, such as after work hours or during free time.

Key Tips to Enhance Your Marketing Strategy

Here are some effective tips to optimize your beauty clinic’s marketing strategy. Explore these insights to maximize your campaign’s success!

1. Continuously Update Customer Reviews

The more customer reviews a business receives, the greater the benefits. Positive reviews enhance brand credibility, while negative reviews help businesses identify areas that need improvement for long-term strategy enhancement.

So, how can businesses collect more customer feedback? They can integrate survey forms on their website or create a review section on Google. Additionally, beauty clinics should use SMS or email with links to review pages, making it easy for customers to provide feedback on their services.

Businesses must ensure they respond to reviews professionally and promptly to build a trustworthy image in the eyes of customers.

2. Focus on Promoting Benefits Instead of Features

Listing the features of a service alone is not enough. Beauty clinics should focus on highlighting the real benefits that customers will gain.

Customers do not purchase services because of advanced laser technology or special skincare ingredients; they choose them to achieve clear skin, a youthful appearance, or greater confidence.

Therefore, businesses should emphasize tangible benefits in their marketing efforts rather than merely advertising product features.

>>> Read more: Expert Tattoo Marketing Tips to Boost Revenue Exponentially

3. Provide Proof to Build Trust

To strengthen customer trust, businesses should use concrete proof of their service effectiveness.

For example, beauty clinics can showcase customer reviews, share successful transformation stories, and present statistical data.

This approach reassures potential clients that others have already used and been satisfied with the services, increasing their trust and encouraging them to make a decision.

Conclusion

To successfully build customer trust in the beauty industry, implementing effective marketing strategies for beauty clinics is essential. Whether you are a new business or have been in the industry for years, continuously updating and improving marketing strategies is the key to sustainable growth. Be patient in experimenting, tracking results, and adjusting strategies to achieve long-term success.

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