Think about your most important relationships. What do they have in common? Traits such as clear communication, trust, and honesty likely come to mind. If you are thinking of hiring a public relations professional for your brand, it is critical that those traits exist. It is important to have intimate, focused list of clients, so there is time to communicate honestly with the people you…

10 Things About... Social Media

Written by Beth Cochran
The landscape of social media is constantly changing, thus creating the challenge of keeping on top of emerging trends and maintaining a presence across various channels, while you also have a business to run. Social networks are the most powerful when they are used for building brand awareness, driving engagement and leads, and in many cases, providing customer service. But keep in mind that a business’ website…
How do you make a connection with your clients that goes beyond skin deep? How can they benefit from your talent and guidance beyond the four walls of your treatment room? Most importantly, how do you harness technology rather than letting technology harness you?
Today’s purchasing environment is very different than it was 10 years ago. Not only is competition is greater, but social media has also changed the way the consumer shops. Big box stores are becoming more aggressive with skin care specials and different service chains have entered the picture. If you have not changed the way you are doing business, your sales will slip and you…

Learn What Your Clients Really Want

Written by Monique Enriquez, C.N.H.P.
When it comes to skin care needs and solutions to skin issues, the professional needs to find out what a client actually "wants versus needs." In our industry, the focus will be a skin care product or treatment that is needed to solve a problem that fulfills a want, such as glowing skin. But first, the difference between a want and a need should be…
La Réserve Genève Hotel and Spa is Geneva’s first contemporary five-star hotel.

Top Marketing Techniques for Spas

Written by Rachelle Dupree
Businesses are as individual as people. Each business location and owner has its own idiosyncrasies and methods - one spa's success can be another spa's failure. While there may not be a true top technique for spa marketing, common themes do come into play: research, relationship building, and taking advantage of free online tools.

Setting a Standard of Care for Teenage Clients

Written by Jennifer Linder, M.D.
Instilling in clients a standard of care in a daily routine ensures that healthy skin habits are embraced at a young age to avoid unnecessary sun damage, minimize the risk of premature aging and, in some cases, control a skin condition before it gets out of control. Addressing the skin conditions most commonly seen during the teenage years, including acne, oily skin, and atopic dermatitis,…
Young skin. It is the paradigm for which we are all striving: skin with lightning-fast metabolic turnover, robust support from abundant collagen, elastin reserves in tissues, and consistent melanin production. Smooth, plump, evenly-pigmented, fresh. Clients dream about it. Skin therapists strive to replicate it.

T.E.A.M. SPIRIT Keeping employees on the same page

Written by Tasha D. Manigo-Bizzell, L.E., M.B.A., I.H.P., M.S.
It is no secret that keeping clients interested in a spa’s products or services is a daunting task. With so much vying for their dollars, it is a wonder customer loyalty even exists. But keeping employees engaged is the most important goal for any business that truly wants to be successful. Remember they are partners in success. You work hard at attracting potential clients to…
When you create your spa menu, you should be clear about representing your level of knowledge, your training, and who and what you are. Choose a business model that differentiates you from others. Your menu should be a testament to your skin care philosophy and your personal strengths as a professional. Once you figure this out, you need to take into consideration the marketplace in…
It is likely as a practicing skin care professional that you are working hard to grow your clientele and fill your book. Maybe you are seeing upwards of eight to 15 clients a day. Whether you rent space or own a spa, the busier you become, the harder it is to balance everything. The better part of the day is spent providing facials, hair removal…

Spa Radiance

Written by Carly LoJacono with Glodow Nead Communications
Spa Radiance, located in San Francisco’s affluent Cow Hollow District, recently received a major makeover by local interior designer Jay Jeffers.
Facials are changing from the old-fashioned European to more clinical facial treatments. At one time, a client would seek out an aesthetician for skin maintenance; whereas, today a client seeks out an aesthetician to treat skin, which requires more instant results. The world of skin therapy has evolved into treatments targeting certain skin conditions in less time. Clients formerly received multiple treatments from an aesthetician…
When choosing which social media platform to utilize for your business, the goal is to pick the one that has the audience that best fits your company. After all, it takes a lot of time and resources to manage social media across all platforms. So it is wise to choose what best works for your business’ needs.
Do you struggle with finding ideas to post on social media? When you do post a status update, do you find it difficult to get viewers to engage? Do you scramble when trying to find visuals and instead post content in a hurry? Consistency seems to be a common thread within the spa industry on social media, but do not lose heart. It is key…
Social media has become highly prevalent with this generation. To implement and make a difference to your business’ revenue, expansion in reach and the impact of brand is dependent on how social media is used as part of the marketing mix.
Over the last decade, the concept of a physician/aesthetician working relationship has become more commonplace than ever before.
Set on more than 400 pristine wooded acres with a 15-acre private lake, The Lodge at Woodloch is an award-winning destination spa resort located Northeast Pennsylvania.The all-inclusive property features 57 luxurious guestrooms, a 40,000-square-foot spa, exceptional dining, a farm-to-table garden, outdoor adventures, complete fitness and wellness programs, and educational forums. The Lodge at Woodloch embraces a philosophy of personal awakening. As so many individuals get…

Prepping for Tax Season

Written by Jay Shorr, B.S., MBM-C, CAC I-V
As we start the process of preparing for our annual tax returns for our personal lives and professional businesses, we must always consider every possible opportunity to take advantage of all the legal tax-saving advantages in order to minimize our personal and business tax liability. It is never a fun process making sure we saved all of those necessary receipts to verify any questionable business-related…

The Effect of Internet Marketing on the Skin Care Industry

Written by Judith Ferber, founder of Judy Ferber Hungarian Skin Care
What do you think of when you hear the word Groupon? Do you cringe or ask questions? One of my colleagues had a horrified look on her face as I began to explain Internet marketing to her. She exploded, "Groupon? Working for nothing for months?" "There are benefits," I said sheepishly. She groaned and the conversation hit an uncomfortable stop.

Featured Company

  • Cirepil by Perron RigotCirepil by Perron RigotDescription: At Cirépil by Perron Rigot, we believe: "It's not just about what we remove. It is about what we leave behind... Healthy Skin!" Unlike traditional methods of waxing, Cirépil wax sticks to the hair rather than the skin, reducing the pain of waxing by 50% ...

Business

  • Technology and Your Business
    Technology and Your Business Many aestheticians recall a time when the options available for improving the appearance of their…
  • Seeing Profits Sooner
    Seeing Profits Sooner Every licensed aesthetician, whether employed by a spa or managing a solo practice, will be…
  • Technique
    Technique. This is a sacred word to skin therapists. To begin with, it's French-more on…

AIA Featured School

  • 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 ...