Welcome to “Spa Season,” a monthly column of actionable tips, information on trends for 2020, and great monthly marketing events, as well as ideas on how to stay ahead of your competition, retain clients, and grow your practice. We look forward to your questions and your feedback and hope you will share your success stories with us. Let’s get started. The holiday season is over…

Why Body Language, Personal Presentation, and Communication Matter Featured

Written by Briana Mckee & Leo Cardenas
Have you ever seen a movie where the actor nailed the part? Where you were so enraptured by their performance that you almost forgot they were acting? When you think back to that movie, how much of their ability to disappear into the character was based on the lines they said? How much of the performance was based on their mannerisms, their facial expressions, or…
Does your business actively post on social media? Do you blog? Have an e-newsletter? How about creating videos about your spa or skin care practice? It’s likely you answered yes to at least one of those questions, and maybe all four. Guess what you are doing? Creating content. Now, more than ever, content is king. Why is content creation important? Your leads, clients, potential partners,…
Proper disinfection practices are the cornerstone of a successful spa business. As professionals, it is our duty to protect the public we service, while also protecting ourselves and our business. The Centers for Disease Control and Prevention (CDC) has very clear outlines as to why and how we clean, disinfect, and sterilize our implements, workspaces, and tools of the trade. Along with the foundation of…
For the past decade, businesses have been told that they need a presence on social media to be successful. Many companies follow this advice and create business pages on all the most popular social networking platforms. After countless hours of perfecting their brand image and crafting post after post, some begin to question if they will ever see a return on their investment. The truth…
Giving back to the community feels so good and it is very rewarding and a special thing for a business to do. I love to donate my time and give attention to girls of all ages and women born with down syndrome. I enjoy not only making them up but also making them look pretty and feel good. My company also donates to the Special…
Are you thinking of planning a charity event at your spa to raise donations to give back to the community this year? Let’s talk about some creative and easy ways to plan and prepare a special event at your spa while keeping the donation number high and the stress of planning an event low. Considering some of these steps will help you enjoy raising the…
There is something special about people in the beauty business. They are born with the caring gene, and this industry has provided an outlet for them to help people look and feel their best. Every day, skin care professionals are afforded the opportunity to meet new people and change their lives in a positive way. Your job is important, and you are important to your…
Anti-Aging Skin Studio by Renata is a busy and friendly studio conveniently located in the Atlanta suburb of Roswell, Georgia. Licensed aesthetician Renata Nall opened the business after working alongside cosmetic surgeons for more than a decade. The studio has won numerous awards, including Best Skin Studio in Roswell 2015 to 2019. Nall keeps up with trends in holistic and medical skin services. Clients appreciate…
In today’s fast-paced world, we depend on our phones to help us get to things quickly and easily. That’s why it’s so important for appointment-based businesses like spas and medical spas to lean on an efficient, simple-to-use process to keep clients engaged and coming back again and again. It’s especially important for clients to have an accessible line of communication to find last-minute openings, the…
Millennials are transforming the traditional definitions of the modern work place and the beauty industry is no different. The term millennial has gotten a bad rap and has been tarnished with a laundry list of stereotypes – stigmas around professionalism, work ethic, and general expertise. I guess I should categorize myself as a millennial, though I really don’t want to. I’ve encountered my share of…

Add Some Pop to Your Marketing Mix

Written by Debbi K. Kickham
If you’re reading this magazine, you’re likely a skin care professional. Do you also think of yourself as an entrepreneur? The truth is every skin care professional in a private practice has to be a self-starter to achieve visibility and credibility in order to win over clients. In my opinion, every top-notch professional needs to get his or her name out there. But, you need…
Did you know that the bridal market generates about $50 billion in revenue each year? That’s billion, with a “B.” If your spa doesn’t accommodate for these specialty clients, you’re missing out on a big piece of the money pie. There are countless opportunities for profit, growth, and referral business when marketing your location as a key player in this space. Here are a few…
Skin care professionals not currently using Instagram for Business are missing out on a massive marketing movement that could potentially change the trajectory of their entire spa practice. Instagram has been reported to have a 93% growth of added followers for brands month over month. With over 500 million active users and over 95 million posts per day, Instagram for Business has become an essential…
Whether they are the director of a namesake spa, the owner of a local spa or skin care practice, or an individual professional working to establish themselves in a crowded market, most skin care professionals can agree – a strong reputation and word of mouth buzz is invaluable. But how to go about achieving that (and growing it over time) is harder to grasp. With…
When a skin care professional puts gloves on before a treatment, it is to protect themselves from the client, not necessarily to protect the client. The same thing goes for consent forms. While the forms serve as a way to clearly inform the client of their risks and alternatives to the treatments, they ultimately protect the skin care professional. This article will discuss some of…
Today, it is a no brainer that social media is an essential part of any spa practice’s business and marketing plans. However, utilizing this platform to its fullest potential can be a tricky task to master. From boosting posts to content planning and creation to dealing with negative feedback, here are top tips for creating an effective social media presence that any spa can incorporate.…
 “Did you know St. Ives was sued over their scrub?” “Does this serum contain magnesium ascorbyl phosphate or l-ascorbic acid?” “Just making sure you aren’t using a benzoyl peroxide cleanser, since I’m currently on a retin-a regimen.” Anyone have one of these type of clients? You know the kind. The ones that know just enough to be dangerous. And it’s not just facial clients. Aestheticians…

'Tis the Season to be Sued Featured

Written by Susan Preston
There is virtually no way to avoid an increase in tension during the holidays. The result of too much to do and too little time results in uptight, overwhelmed people. Stressed out, angry clients are more likely to sue if something goes wrong. People are pickier about services when their nerves are on edge, thus leading to more claims and lawsuits against all businesses. If…
Congratulations! Your skin care practice is a success and you’re too busy to take on more clients. Great work! And, because you’re an ambitious businessperson, you’re stressed over all those potential clients you can’t possibly take on working solo. The obvious solution? Expand, right? Add on one or more treatment rooms, hire skin care professionals to perform the appointment work, and make lots more money.…
Standing out from your competition is key to the overall success of your business. The spa and wellness industry is a service-based industry, meaning that the value you provide is largely based on customer service, advice, and knowledge. Considering various ways to strengthen the overall customer experience will allow you to improve your business and differentiate yourself from others. EXTRAORDINARY CUSTOMER SERVICE Customer service is…
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