From point-based systems to paid memberships, these loyalty programs drive repeat business and stabilize revenue through the year.

Some clients come and go with the seasons. But the ones who stick with you month after month are your lifeline, providing your business with stability even when times are tough. Loyalty programs are the best way to build that stability into the foundation of your business. 

These programs come in many forms, from free sign-ups that reward points for continued purchases to membership programs that deliver exclusive opportunities clients can’t get anywhere else. If you haven’t built a loyalty program for your own beauty business, the best way to start is to learn from some of the best. Here are five of some of the most exciting loyalty programs across salons, medspas, and retail.

Types of loyalty programs

Every program will employ at least one of the following elements, but consider the following types of customer loyalty programs and choose the options that best fit your business model.

• Free: Sometimes, data is more valuable than money. If you’re looking to build your contact list, consider making your reward program free to join. All clients need to provide is an email address or phone number, and they’ll automatically start earning rewards with each purchase or visit.

• Paid: If you’re less focused on volume, a paid membership program may be the way to go. A nominal monthly or annual membership fee opens the doors to an array of benefits that everyday clients won’t get. Plus, your clients may be more inclined to engage with your loyalty program if there’s an associated cost to joining because they’ll believe the rewards will be of higher value.

• Points: For each dollar your clients spend, they’ll receive a certain number of points that can be redeemed for free or discounted goods and services. Try to keep your points exchange rates simple. 100 points for every dollar spent is a pretty typical way to build a point system that is easy to use while delivering value.

• Referrals: Many beauty businesses offer incentives for referring clients. These rewards are usually in the form of heavy discounts, free services, or store credit. 

• Tiers: If clients spend enough money or earn enough points, they can enter a new rewards tier that unlocks additional rewards and benefits above and beyond standard offerings.

What to include in your loyalty program

• Discounts: The foundation of any loyalty program, discounts and coupons give enrolled clients a better deal on the services they love while still bringing in revenue.

• Freebies: When deployed well, a free product or service can act as a tantalizing incentive for clients to continue engaging with your loyalty program. And after enough visits, that freebie will more than pay for itself.

• Bundles: Like the discount, bundles offer a lower cost on the things your clients crave; except now, it’s in a convenient package full of essentials that are only available to your most loyal visitors.

• Exclusive rewards: Want to give clients an even more VIP experience? Offer rewards that clients won’t be able to get anywhere else; things like hands-on training programs or one-of-a-kind luxury packages are sure to build FOMO in clients who have yet to join your loyalty programs. 

• Birthday gifts: Birthdays only come once a year, and they’re a great opportunity to reach out and give clients a chance to pamper themselves on their special day with a reward only your business can provide.

5 great beauty loyalty programs

1. Aveda

Aveda was created in 1978 in Minneapolis, Minnesota, with a vision to bring beauty professionals botanical products that are good for them, their guests, and the Earth. Founder Horst Rechelbacher’s ecologically-minded ideas remain common practice in the offerings at their salons.

Joining is easy: Just pay a one-time $10 membership fee, and you’ll get access to Aveda+ Rewards, where you’ll instantly start earning 10 points for every $1 spent and gain access to free shipping on all online orders. Rewards are tiered, unlocking more valuable products and bundles as you earn more points. The grand prize? The “Ultimate Aveda Experience” at its flagship Salon and Spa in the UK.

2. Blo Blow Dry Bar

Who doesn’t love a good blowout? Blo Blow Dry Bar first opened in 2007 and now has more than 130 locations in the U.S., the Philippines, and Canada.

They offer a monthly membership-based loyalty program that includes two blowouts each month, $5 off any additional blowouts, 10% off makeup services (at locations that offer this service), 10% off retail products, monthly members-only perks, and a free blowout on your birthday. For those worried that they won’t use both blowouts, Blo rolls the services over for 90 days, offering plenty of time to redeem them.

3. Drybar

Drybar entered the scene back in 2010 to deliver a retail approach to the blowout, selling its products in franchise shops and other beauty stores all over the country, as well as in its online store.

If you buy Drybar products online, joining its rewards program is a no-brainer. Signing up is free, and as you earn points, you can redeem them to get discounts on purchases. You can earn points in a lot of ways, too. In addition to getting 1 point for every $1 you spend, you’ll also get points for leaving a review, adding photos, and following the company on its various social media accounts.

4. Massage Envy

Founded in 2002, Massage Envy has rapidly grown to become one of the largest massage and self-care franchises in the U.S., with locations in nearly every state. 

Massage Envy understands that regular wellness visits aren’t just a great way to boost revenue; they help their clients feel great throughout the entire year. To encourage these repeat visits, the company offers a membership program that grants clients one 60-minute session per month and discounts on additional visits and services. If clients miss a month, they can roll over unused sessions as long as they remain a member. Plus, their membership is valid at every location across the country.

5. Allē

Allē (pronounced “Al-ee”) is one of the most popular medspa rewards programs in the country, in large part due to its unique approach. 

Rather than rewarding clients for visiting a particular business, the program delivers value to clients looking to use its broad range of products and treatments, like Botox, Juvéderm, or Skinmedica. Members can check in with the Allē app at any participating practice in the country and earn rewards points that can help them save money on future appointments. If members earn over 1,200 points in a calendar year, they’ll be automatically enrolled in the A-List, which unlocks exclusive gifts and gives them first dibs on the latest offers and events.

Whether you rely on a point system, memberships, or tiered rewards, loyalty programs aren’t just a great way to drive repeat business. The best rewards programs will help you create brand ambassadors who will act as the vanguard of your growth marketing efforts.