| The rising beauty industry trends and demand are driving a more competitive situation in service providers such as skin care clinics. Naavagreen Natural Skin Care Clinic is a brand from Yogyakarta was established since 2012. This clinic has opened a new branch in Cikupa, Tangerang. Market potential in the region is convincing, but it needs a strategy to compete, by planning a marketing communication program. Determination of the target audience needs to be studied through research. Skin care clinic consumer's choice-criteria is used for segmentation bases to understanding consumer characteristic. Therefore, prior skin care clinic consumer's choice-criteria is done by exploratory factor analysis, the results namely quality, reputation, time, and economic. Then, consumer segmentation is done by integrating Self Organizing Map and K-means. The best number of segments based on the smallest Davies Bouldin Index value (0,9042) is divided into five segments, namely the quality segment, the economic segment, the non-economic segment, the reputation segment, the time segment., Marketing communication program recommendation encompassing advertising, sales promotion, public relations, personal selling, and direct marketing are planned over the next year in the form of timeline, as well as expected response and estimated cost based on consumer’s profile and characteristic. |