How a Millionaire Esthetician Runs a Promotion

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Grow Profit Without Teaching Clients To Wait For Discounts

Are you making the biggest sales mistake I see? The most common mistake I see estheticians make when running promotions is thinking that discounts are how to drive sales. It feels safe, simple, and like a surefire way to get clients in the door, but appearances can be deceiving. Relying on discounts has hidden downsides that many struggling business owners do not see. It may be the very thing keeping you stuck and quietly limiting your growth.

The super successful estheticians we work with approach promotions completely differently. Their strategy feels more generous to clients, creates more excitement, and delivers far greater profit from every campaign.

Here is what that looks like in action.

How the Struggling Esthetician Runs Promotions

Here is the problem with only using discounts in your promotions. The struggling esthetician means well. She wants to boost sales. She wants clients to feel like they are getting a deal. But instead of elevating her brand, she unintentionally cheapens it.

Her promotions sound like:

• “Spend $250, get 20% off”
• “Flash sale – $50 off facials”

She often spends hours creating social media posts for these sales, only to feel disappointed to see no real change in profits – in fact they trend down over time.

Why? Clients wait for her next sale instead of purchasing regularly. Profits shrink because she is slashing prices instead of selling at full value. Her brand becomes “cheap” instead of “luxury,” and clients only see the value at the discounted price.

She is also unintentionally signaling to her clients that her products are not worth full price. Over time, this approach trains her clients to become more price sensitive and hesitant to spend. Instead of valuing her expertise and results, they start waiting for deals, which makes them less likely to invest in higher value treatments or retail in the future.

Every sale is cutting profits rather than being a step toward building a thriving, sustainable business.

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How the Millionaire Esthetician Runs Promotions

She does not discount. She adds value.

The millionaire esthetician plays a different game entirely. Her promotions sound like:

• “Spend $250 in retail and get a free product”
• “Buy a retail product and get a free facial mask”

Instead of giving a discount, she looks for ways to give clients more value by adding a special bonus for free. Clients feel they received something more meaningful than a discount. They see true value in her offer, feel genuinely cared for, and become loyal clients who rebook faster and tell their friends. Not because she was cheap, but because she was generous.

But how can she give things away and actually make more money? Let me show you.

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The Profit Advantage

Here is some quick math.

Scenario A: You give clients a 20% discount if they buy your Anti-Aging bundle of 3 products.

Scenario B: You give clients a FREE BONUS PRODUCT if they buy your Anti-Aging bundle of 3 products.

Let us assume your average cost on products is $35 and you sell them for an average of $95.

The results? In Scenario A the discount promotion costs you $57 (the 20% price discount) and leaves you with $123 profit. The Scenario B promotion meanwhile costs you only $35 (the cost of the product) while leaving you with a $145 profit.

By giving something away for free you actually make more money and FREE is so much more exciting than 20% off.

Even better, not only did you make more money, but your client got more value. In Scenario B, your client is getting $95 of value instead of just $57. All while you keep more profit and strengthen your brand’s perceived value.

This is how high-performing estheticians consistently grow their revenue without discounting their brand.

Think of the bonuses you could offer that cost very little but provide real value to your clients. For example, offer a free facial mask at their next treatment when they purchase a retail product. Your material cost is only a few dollars, yet you sell a high margin product and it gives clients a reason to book again.

See the magic?

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The Psychology of Free: Why It Works

Let us get into the science of why this works. Humans respond to free differently than they do to discounted – even when the numbers are the same. Free feels like a reward. Discounts feel like budgeting. Free creates excitement. Discounts create hesitation. Free triggers generosity. Discounts trigger calculation and devaluation.

Behavioral economists call this “Zero Price Effect.” Our brains are not rational. We value something more when it is free, even if the monetary benefit is technically smaller. It is why giveaways, sample products, or bonus treatments create a sense of abundance and delight that discounts cannot replicate.

In other words:
Free = “I am being treated”
Discount = “cheap”
Which one do you want your brand associated with?

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Bringing It All Together

When you stop discounting and focus on delivering real value, your business transforms. Clients respect your pricing, your products retain their luxury appeal, and your promotions build loyalty rather than turning clients into bargain hunters. You escape the endless cycle of chasing sales and instead create marketing that feels intentional and aligned with a high-end brand.

Your clients shift from waiting for deals to eagerly anticipating your next promotion because they see true value in what you offer. Those clients become loyal advocates who return often, refer others, and strengthen your reputation naturally. It's not that discount promotions don't have their place but running them all the time hurts more than it helps. There are better options available.

In the end, the lesson is simple: Millionaire estheticians do not compete on price. They focus on creating experiences that feel generous, personal, and valuable. Each thoughtful bonus or complimentary gift reminds clients why your brand is worth full price and helps build a loyal customer base that grows with you.

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