There are plenty of Mother's Day promotions in the springtime and the competition for Mom's money is fierce. We decided the way to gain the right kind of attention might be to turn down the hard sell and do something to truly honor Momma. She is the reason for the holiday after all.
We created a promotion that would rally the community, the media and local government –The Campaign to Make Mother's Day a Three Day Weekend. All the good holidays get a Monday and we think Mother's Day should get one too. With this approach, we bring in plenty of salon guests, but make a more meaningful connection to Moms and all those who love them.