This month, we discuss brand recovery and revitalization. This is not a common topic; however, it is a subject that deserves attention. Brand recovery and revitalization hits areas of business where things may have gone a little bit sour or did not come out quite the way you expected, pertaining to your overall brand image or message. If this has happened to you, you are…
The aesthetic industry offers a wide variety of services and procedures. When reviewing a spa menu, it is important to decide when informed consent is needed. Informed consent is the process by which a spa professional advises a client of the potential benefits and risks involved in the treatment. This enables the client to make a reasonable decision regarding the procedure. WHY INFORMED CONSENT IS…
One of the many topics that seem to come up with every aesthetician is equipment. It seems like having the latest and greatest gadgets and machinery rule the day. How do you pick when there are so many choices, makes, models, and companies? Not to mention, the enthusiastic aestheticians shouting from the rooftops their latest finds, along with an endless stream of Facebook and Instagram…
One of the first questions new aestheticians ask as they set out to attract and build a client following is, “What’s the best way to market my business?” Marketing – that mystifying process of projecting messages designed to appeal to those seeking specialized skin care services and result in an appointment booking – seems simple enough, but how do we know what method of marketing…
As a spa owner or manager, you should always be looking for ways to grow your bottom line by better serving clients. One sure-fire way to harvest more golden apples from your money tree is to offer great products and services that appeal to a broader spectrum of potential customers in the local community. Our use of social media has allowed data mining companies to…
The spa industry has long been known as an oasis for the female client. Everything from design concepts to ingredient choices to aromatic experiences has been created to entice the working mother, female entrepreneur, and trendy boss babe to schedule an appointment to escape their busy lives. Those ways have become a practice of the past, with inclusion and diversity being the top draw to…
Aestheticians proactively care for the future of their clients’ skin. We want to improve the here and now, while ensuring the health of their skin down the road. If you consider the concept of the 80/20 rule, professional services treat and maintain only 20% of the skin’s appearance, the other 80% is completely in the hands of a client’s homecare regimen. Using the 80/20 rule…
Custom wax is a great way to add a personal touch to your waxing business. You can tailor the wax to your needs through formulations, scents, colors, and branding. The unique look, smell, and feel of your wax will make the spa experience memorable for clients. Standing out in the spa marketplace is critical to expanding your business and custom wax can help you stick…

Laundry Laziness

Written by Shelly Steadman
“I am the only person who ever does laundry here. Why are they so lazy?!” “I swear if someone else doesn’t start folding these towels, I’m going to snap.” “Does no one else know how to do a load of sheets? At least load the washer!” Have you ever uttered any of those sentences? I imagine you’ve said a variation of at least one of…

Top Ways You’re Losing Clients

Written by Mara Shorr, BS, CAC II – XIV and Jay A. Shorr, BA, MBM-C, CAC I – XIV
Owning and running a small business is never easy – sleepless nights, countless hours of work, and worrying – well, it never stops. But, we do it all to help our clients. In our industry, we wouldn’t be able to do what we do without them! An empty chair never wanted a facial, and you’re not giving a massage or a laser hair removal treatment…
Loyalty programs are becoming increasingly more popular across all industries as a means to boost customer happiness and client retention. For spas, these programs can be very effective in growing business, but they must be implemented smartly. What is a customer loyalty program? There are many different programs and ways to offer them, but at the heart of these marketing initiatives is the purpose of…
Located conveniently at the Margaritaville Hotel inside the Margaritaville Resort in Orlando, Florida, St. Somewhere Spa is the perfect destination to unwind. The island-inspired spa boasts many amenities, including deluxe manicure and pedicure stations, the Himalayan Salt Room, eight treatment rooms, a beauty bar, and more. St. Somewhere Spa is an approachable spa with luxurious services designed to be a sanctuary. At St. Somewhere Spa,…
Setting operating hours for a business can seem a daunting task. No one wants their therapists or sales professionals just hanging out doing nothing while they wait for clients. On the other hand, a spa owner does not want to lose the opportunity to grow their business. ASK OTHER LOCAL STORES Ask other businesses in the area what their traffic pattern is like. What is…

It’s All in the Presentation: Determining Personal Style

Written by Karen Asquith, director of training at G.M.Collin Skincare
Does personal presentation affect success? Skills should outweigh personal presentation when it comes to overall success right? Although it seems as though competency should have more value than personal presentation, unfortunately it does not. Personal presentation has an impact on everyone we meet. Their perception of our competence, personality, intelligence, and trustworthiness are all decided from that first glance. It is important to understand and…
Kohler Waters Spa is an industry leader in hydrotherapy boasting three locations across the United States (Kohler, Wisconsin, Green Bay, Wisconsin, and Burr Ridge, Illinois.). The flagship location at the Forbes Five-Star and AAA Five Diamond American Club in Kohler, Wisconsin is one of 64 Forbes Five-Star spas worldwide. The brand is set to expand its portfolio with a new spa in Chicago’s Lincoln Park…

Do-it-Yourself PR for Spas

Written by Katherine Rothman
Going to a spa and being pampered on a regular basis is something most people would covet. The fact is, such luxuries are not affordable for everyone, so some people have to duplicate the experience with DIY at-home methods. The same holds true when it comes to spas and professional public relations – the latter is not in the budget for every business. This often…
Let’s be real, being an aesthetician is super sexy right now. We are the goddesses of health and wellness on and off Instagram. We are making waves for celebrities on the red carpet. People would go without vacation rather than miss their monthly facial appointment. Alright, maybe that last one was a bit of a stretch, but you get the picture. Our job is amazing!…
Adding waxing services to your spa menu is a great way to grow your business and your bottom line. Waxing is a high margin service that is an effective and quick method of hair removal. Clients feel instant gratification after the service and leave the spa feeling hair-free and smooth. The immediate smooth results are what makes waxing so popular and keeps clients coming back.…
You might not think stiletto heels have anything to do with the spa or insurance. But, as an insurance broker of many years for the beauty and skin care industry, I can tell you otherwise. As of this date, we have had three claims in the last 10 years which were due to stiletto heels. It’s amazing to think of women’s shoes as being anything…
Now that you have realized your dream career as a professional aesthetician, your thoughts may turn to earning all you can from the opportunity. Maybe your strategy is to include as many services on your menu as possible in order to attract the widest range of potential clients. Or, perhaps you’re positioned as a narrowly focused skin care specialist charging premium prices to an elite…
What is my philosophy of skin care? Is it corrective, clinical, spa, holistic, alternative, or a combination of one or more? Do I plan on specializing? For example, becoming an acne specialist or focusing on aging skin? Do I plan on working for myself or do I want and need the security of a fixed schedule, benefits, built-in clients, and all that working for a…

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  • Aesthetic Science InstituteAesthetic Science InstituteDescription: All About Where You're Going! The mission of the Aesthetic Science Institute is to provide an exciting and challenging learning experience that stimulates professionalism, passion and motivation for future licensed estheticians. Prepare yourself for a ...