Growing Your Esthetics Business without Discounting

You don’t have to lower your prices to attract new clients. The truth is, discounting too much or too often can feel like a race to the bottom, and can actually hurt or devalue your brand over time. Instead, focus on raising the perceived value.  

Research shows that when services are bundled together, clients perceive a higher value even if the price stays the same—the offer feels more complete and rewarding. This is called the “perceived value” effect, and it’s hugely powerful for service-based businesses.  

Another concept, the “gift framing” effect, shows that adding a bonus instead of a discount triggers a stronger positive connection to the purchase. It feels like an unexpected reward instead of a price compromise. This can also create a stronger emotional connection between a client and a brand.  

In the esthetics industry, price isn’t just a number—it’s a signal of quality. Across consumer research within the beauty and wellness industries, higher prices are often subconsciously associated with higher quality. So, deep discounts not only hurt your bottom line but they run the risk of eroding client trust and the value of your services.  When you combine these psychological elements with smart marketing, value, and client rewards, you’re not just selling more, you’re building loyalty that lasts.  

Here are five ways to offer non-discounted promotions in your skin care business that will build excitement without diluting the value.  

No. 1 Bundle Your Services 

Rather than offering a simple discount on a single treatment, create bundled experiences. For example, instead of discounting a facial, you could offer a Summer Glow package that combines a facial with a hand treatment or a mini peel, all at a slightly higher package price. With a package like this, you’re offering an elevated experience, not a price drop. 

No. 2 Offer VIP Experiences 

Some easy VIP strategies include early access to new appointments, complimentary consultations for loyal clients, and thank-you gifts with bookings. It’s about creating exclusivity, not discounts.  

No. 3 Add Perceived Value 

For example, “Book a facial in  May and receive a complimentary brow wax.” This feels like a reward, not a discount. It frames your second service as a bonus.  

No. 4 Launch Limited Experiences 

Create seasonal treatment menus or limited-time experiences that feel special and exclusive. For example, add a Winter Skin Rescue Facial to your menu only for January, or a Summer Glow-Up for just June and July. When clients know something is limited, they’re more motivated to buy.  

No. 5 Consider Loyalty Programs 

Build a loyalty program to reward repeat visitors rather than slashing prices to attract new ones. Simple ideas include every sixth facial is free or offering birth-month bonuses for loyal clients.