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Case study · Beauty & wellness · 2026

They came for the offer
and never came back

Ohana Spa is a five-room beauty and massage centre in central Málaga. It lived off coupons and promotions: the diary filled one week, emptied the next and the margin disappeared.

+61% Clients with an active package
-100% Discount coupon campaigns
+€29 Average spend per visit
Woman relaxing with eyes closed during a facial treatment while an esthetician applies a mask — Ohana Spa, Málaga

“They come for the offer and never return. I only compete on price.”

Lidia, owner · before we started
The challenge

An invisible brand behind a discount

Ohana had spent three years on coupon sites. Every campaign brought new clients who never returned at full price, and the centre's content was identical to the ten centres nearby: the same stock photo and the same −40%.

  • —One-off clients won by discount, with no recurrence at all
  • —No brand identity: content indistinguishable from competitors
  • —No packages, reminders or follow-up after the first visit
Flat lay of spa products — Ohana Spa, Málaga
Close-up of a eucalyptus sprig on a folded linen towel with a small stone — Ohana Spa, Málaga
ohana.spa Follow Message
738 posts 22.1K followers 289 following
Ohana Spa · Beauty and massage Treatments with results, not miracles. Central Málaga · Five treatment rooms Book and buy packages online ↓ #ohanamalaga
Therapist's hands performing a back massage with warm oil — Ohana Spa, Málaga
Facials
Spa reception with sage green walls — Ohana Spa, Málaga
Massage
Close-up of a client's relaxed face after a facial — Ohana Spa, Málaga
Rooms
Flat lay of spa products — Ohana Spa, Málaga
Packages
Therapist explaining a skincare routine to a client at a wooden consultation table — Ohana Spa, Málaga
Routines
Posts Reels Tagged
Woman relaxing with eyes closed during a facial treatment while an esthetician applies a mask — Ohana Spa, Málaga
Therapist's hands performing a back massage with warm oil — Ohana Spa, Málaga
Spa reception with sage green walls — Ohana Spa, Málaga
Close-up of a client's relaxed face after a facial — Ohana Spa, Málaga
Flat lay of spa products — Ohana Spa, Málaga
Therapist explaining a skincare routine to a client at a wooden consultation table — Ohana Spa, Málaga
Quiet spa relaxation room with two loungers — Ohana Spa, Málaga
Hands lighting a candle in a treatment room before a session — Ohana Spa, Málaga
Two therapists in linen uniforms standing in the spa entrance — Ohana Spa, Málaga

Posts that filled treatment rooms

Result-led content, not offers
ohana.spa
Therapist's hands performing a back massage with warm oil — Ohana Spa, Málaga
3,240 likes

ohana.spa A facial does not erase ten years in one session. In six weeks with a routine at home it shows: less redness, more glow and skin that survives the summer.

#facial #skincare #malagabeauty #ohanaspa

ohana.spa
Close-up of a client's relaxed face after a facial — Ohana Spa, Málaga
2,480 likes

ohana.spa A deep-tissue massage hurts less if you breathe out on release. Marta has used the same technique for twelve years and is in no rush to finish early.

#deeptissuemassage #wellness #malagacentre #ohanamalaga

ohana.spa
Quiet spa relaxation room with two loungers — Ohana Spa, Málaga
1,930 likes

ohana.spa We don't do −40%. We do five-session packages with follow-up, because a treatment that works needs continuity, not a bargain.

#treatmentpackages #nodiscounts #beauty #ohanaspa

Carousel · What to really expect from a facial

3 slides · saves x13
Spa reception with sage green walls — Ohana Spa, Málaga 1/3
Hook — the expectation created by retouched before-and-afters.
Flat lay of spa products — Ohana Spa, Málaga 2/3
Problem — one-off sessions with no home routine and no continuity.
Hands lighting a candle in a treatment room before a session — Ohana Spa, Málaga 3/3
Close — the realistic six-week calendar, session by session.
What we did

Own brand, recurrence and zero discounts

Therapist's hands performing a back massage with warm oil — Ohana Spa, Málaga

Brand content creation

A visual identity of its own and result-and-experience pieces that explain the centre's judgement instead of its price.
Therapist explaining a skincare routine to a client at a wooden consultation table — Ohana Spa, Málaga

Email automations

Five-session packages, appointment reminders and birthday messages, automatic and segmented by treatment.
Two therapists in linen uniforms standing in the spa entrance — Ohana Spa, Málaga

Website and local SEO

A site with booking and package purchase, and a Google profile worked by treatment and neighbourhood.

Each problem, its fix

From brief to result
Close-up of a client's relaxed face after a facial — Ohana Spa, Málaga
Discount war Result-led content Pieces showing process, judgement and experience; the centre left coupon sites in month two.
Quiet spa relaxation room with two loungers — Ohana Spa, Málaga
No recurrence Packages and reminders Five sessions with automatic follow-up; six in ten clients hold an active package.
Spa reception with sage green walls — Ohana Spa, Málaga
Instagram dependence Website + Google profile Online booking, packages on the site and visibility for ‘beauty centre central Málaga’.
Quiet spa relaxation room with two loungers — Ohana Spa, Málaga
Hands lighting a candle in a treatment room before a session — Ohana Spa, Málaga
Behind the centre

Five rooms, four therapists
and not one coupon in a year

Lidia opened Ohana in 2017. Since leaving coupon sites she bills more for the same hours: average spend rose €29 and the diary holds on packages, not promotions.

5Treatment rooms
61%Clients with a package
Local SEO blog

What people search before booking

Articles by treatment and area that attract people looking for judgement, not the cheapest offer of the month.

01 — How many facial sessions you actually need 02 — Deep-tissue or relaxing massage: which one is yours 03 — How to choose a beauty centre without falling for −50%
Therapist explaining a skincare routine to a client at a wooden consultation table — Ohana Spa, Málaga
Clients

What they leave on Google

Two therapists in linen uniforms standing in the spa entrance — Ohana Spa, Málaga

“Bought the package on the website and they remind me every session. I never drift off.”

Belén · Facial

“First place that ever told me I did not need a treatment.”

Cristina · Massage

“Found them on Google, not on a deals site. You can tell.”

Eva · Facial package
Frequently asked

What other centres ask

How do I differentiate a beauty centre without cutting prices?

With a brand identity of your own and result-and-experience content: process, professional judgement and realistic expectations instead of a discount percentage. Ohana left coupon sites and raised average spend by €29.

How do I build loyalty in a beauty centre?

With multi-session packages and automated reminder, birthday and win-back flows segmented by treatment. Six in ten Ohana clients hold an active package and rebook without anyone calling them.

How do I position my salon as premium?

By showing judgement, not offers: how many sessions are needed, what cannot be promised and how each treatment is chosen. That content, plus a site with its own booking, attracts people comparing value rather than price.

Woman relaxing with eyes closed during a facial treatment while an esthetician applies a mask — Ohana Spa, Málaga
Run a beauty business?

Get out of the discount war

Your own brand, result-led content, packages and automatic reminders. No agency, no lock-in. This is how we work with beauty and wellness.

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