In the midst of increasingly fierce competition in the beauty industry, every clinic is required to continue to innovate in developing differentiated, relevant and effective promotional strategies in accordance with changing consumer preferences. This study aims to determine the differentiation of promotional strategies applied by Bening's Clinic and Larissa Aesthetic Center in maintaining brand reputation in the city of Madiun. Using the differentiation theory proposed by Michael E. Porter, this study uses a qualitative approach with a descriptive method. Data were collected through observation, in-depth interviews, and documentation of 4 informants from the two clinics. The results of the study show that the two beauty clinics have different approaches to promotional strategies because they are tailored to the characteristics and goals of each clinic. Both seek to highlight the uniqueness of the service and added value of the product, as well as the implementation of promotional strategies used that are relevant to each clinic's segment. Although some of the implementations are not fully optimal, the strategy carried out has provided a clear direction of differentiation to the identity of each clinic.

Keywords : Differentiation, Promotion Strategy, Bening's Clinic, Larissa Aesthetic Center.