Use the Four Basics in New Ways to Build a Powerhouse Bottom Line. It is a brand new year – the perfect time to re-energize your skin care business for bigger return and a deeper bond with your clientele. It is time to take stock, focusing on these four essential steps: 1. Retain Current Clients – it is the foundation.2. Gain New Clients – it is the future.3. Increase Retail – make sure that your team knows how to sell.4. Increase Service Sales – even though you think clients are not booking like they used to! Read More

Marketing has changed... big time! If you are still marketing the same way you did a decade ago, it is time to launch yourself into the modern-day marketing zone. In fact, it is a definite must in order to stay competitive. While traditional phone book listings and newspaper advertisements are not obsolete, there are new ways to target consumers that have changed the way companies spend their marketing dollars. Consequently, thriving salons and spas have taken note of the multitude of advances that have been made available to better reach their clients – and consumers are not only being reached by these multi-dimensional marketing efforts, they are responding to them. Read More

The quickest way to build a successful business is through retention and referral. “It costs six to seven times more to acquire a new customer than to retain an existing one.” – Bain & Company. Marketing efforts can be accomplished through post-cards, social media, public events, e-mail blasts, et cetera. However, there is a cost associated with all of these methods that ultimately affects a business’ bottom-line. The most profitable business models follow “The Customer is Always Right” rule. Nordstrom, a high end department store, is a great example of this; they are known for their exceptional customer service. Their customers feel confident that the accommodating staff at Nordstrom will be happy to exchange or return any product that does not meet their expectations. This philosophy sets them apart from other retailers, thereby increasing their consumer retention. Read More

This article will outline quality ingredients and step-by-step applications as stand alone treatments and as add-on services. You will learn how to bring more depth into your menu offering while bringing a greater impact to your client’s well-being. When you consider adding a new product into your treatment or adding a new service to the menu, a few steps are needed in order to increase your potential of success. First, make sure that there is a strong scientific tie to how the products are developed and secondly that you have a basic understanding of the product so that you can adequately answer questions your clients may have. Read More

The spa business is constantly growing and changing, and has thankfully been able to flourish despite the economic times. It can be difficult to keep your spa profitable regardless of size however, and in order to remain successful you need to offer clients a menu of treatments and services that will enrich their lives and have them coming back for more. The type of menu you implement in your spa is going to be based on factors such as personal preference, training background, your financial capital, the space available, and what your market research tells you your area needs. I call this finding the need and filling the niche. Read More

Retail is an important part of the spa business, and one of its components is makeup sales. When you design a retail space, you have to keep in mind that there are different types of retail products, and each category must be located, placed and presented in a manner related to its category to support and stimulate sales. Some retail products are more of a destination buy, meaning clients come to your spa because they want to buy the product. Other retail products are more of a circumstance buy, meaning the client may as well buy it here while she is onsite. Then, there is the impulse buy, meaning the client does not really need it, did not think of it, but sees it and wants it NOW.The very interesting thing about makeup is that it is a retail type of product that is a destination-, circumstance- and impulse-based buy. Read More

Makeup should be included into every service the spa has to offer.  The key to marketing makeup is to make sure that these services are included on the spa’s service menu. This provides the customer with an expectation for the service and the feeling that they are getting more for their money.  A lot of spa owners make the mistake of not including these services on their menu. Once the aesthetician offers an additional service to the customer, they often times turn it down or show a lack of interest. To avoid this mistake, spa owners need to make sure that makeup services are not offered as an option but are included as part of the service.  This idea can be achieved through many different, innovative ways. Read More

The teen market is a true niche market with huge potential. Teen services are not something you just add to your menu. They are the population of the future. If you really want to go after this marketplace, which is ever-growing and surging, you have to dedicate yourself to the Internet, social media and a culture engaged in real time that constantly changes. You need to be plugged in at all times, all the while building long-term relationships. Marketing to the teenager is all encompassing and takes thinking about a realistic approach to a very trendy and competitive marketplace. Read More

Every business comes with its challenges. Owning a spa or salon is no different. Your selection of staff, policies and services offered all impact your clientele and reputation. However, there are important decisions that affect all of these and more. The products you choose to use in the treatment room and offer for retail purchase will shape your business, as well as influence your bottom line. Owners and spa directors need to consider several factors when selecting products, while keeping in mind that the skin care lines they use are also a representation of their business' brand. Read More

Whether you work with a company or for yourself, it is important to understand the value of you as the professional. Your client looks to you for advice, suggestions and result-oriented treatments. I think first and foremost you should ask yourself if you truly enjoy servicing others and providing solutions to their unwanted body hair and skin concerns. Passion is something that is lived! It reveals itself through your eyes, your smile and your energy. Here are the tools that I feel you will need to fully impact your suggestions. Read More