Case Study: Brazilian Wax and Spa by Claudia achieves strong reopening and gains new and returning customers with Mindbody

Why Automated Marketing Is Key for By Claudia’s Reopening Strategy

Brazilian Wax and Spa by Claudia is a Georgia-based day spa with four locations (part of a 20-location East Coast franchise) that faced sudden reopening challenges when state rules changed in April. Leadership scrambled to source sanitation supplies, reassure and reassign staff, and overhaul operations—shifting from a walk-in model to pre-booked appointments, spacing services for deep cleaning, removing waiting-room seating, and rethinking the front desk to reduce contact and payroll.

To drive customers back, By Claudia used Mindbody’s Marketing Suite to segment past clients and automate targeted email campaigns announcing their reopening, while adding online booking and a virtual front-desk system to simplify check-out across locations. The combined approach reactivated lapsed customers, brought in new clients, increased bookings, and streamlined staffing—results the COO attributes mainly to automated marketing and easy online booking.

Brazilian Wax and Spa by Claudia

Cintia Quinzani

Chief Operating Officer