Salons that rely on make-up application services alone can find themselves with a dead zone once wedding and prom time is past.

Luz Segovia, who owns Segovia Salon in Chicago, Illinois, never has that problem. Realizing women love a party, she began gathering client’s e-mail addresses and found a doubly beneficial way to use them.

“For one month, we gather e-mail addresses, then at the end of the month, we draw four or five names and tell them they’ve won a party,” explains Segovia.

“Each winner gets to invite four or five of her friends to the salon, where they rotate among stations and try different services. We do hair consultations and mini hand treatments but the big thing is make-up.”

The best party times are when seasonal cosmetic colors are introduced, says Segovia. The winners and their friends all come in for the big night; about 50 women attended her last party. Naturally, refreshments and hors d’oeuvres are included. Each woman gets a ticket that’s hole-punched as she moves from station to station. The key is to perform speed services that maximize time, such as a quick updo, which leaves more time for make-up.

“At the end of the night, we use the ticket numbers and have a drawing to win free products,” says Segovia. “The parties are a great way to get new clients, reward current ones and introduce the latest make-up trends.”