Improving Sales Through Education

Written by Rhonda Allison, L.E., founder and CEO of Rhonda Allison Cosmeceuticals
 For most people, sales is often perceived as being sold something at all costs, whether it is needed or not. As such, most skin care professionals find selling to be one of the biggest challenges in their business. They become more focused on treatments and less on retail sales.  
Since the initial rush toward opening day spas began in the 1980s, the appeal of this business idea has not lost steam, even if the number of new players has. Skin care professionals, former spa directors, and even ordinary enthusiasts have all invested time and hard cash into beautiful facilities, both large and small, with the hope of becoming a runaway success.
Nestled in the balsam and birch groves within Hidden Pond, a luxurious and secluded resort in Kennebunkport, Maine, is the Tree Spa. With three treetop treatment rooms, the Tree Spa features a range of therapies that utilize handmade herbal skin care preparations from Farmaesthetics, as well as make extensive use of fresh ingredients handpicked from Hidden Pond's garden.
by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII Every year it seems as if the holiday season has arrived out of nowhere. One minute, the start of summer vacation is being celebrated and then, suddenly, jack-o-lanterns are being replaced with evergreens or dreidels. This holiday season, try some spa management tips to make it through the holiday season unscathed.…
Spa Solage, which is located in Calistoga, California, features a 2,500 square foot expansion to its reception building, including a new indoor and outdoor Relaxation Lounge, expanded men's and women's locker rooms with outdoor showers, an enhanced menu of services and fitness programs, and a redesign of the overall interior décor that features luxurious design elements. These redesigned elements join Spa Solage's impressive roster of…
Every new business owner aspires for consistent progress on their road to success. The smart spa owner will recognize when the timing is right to seize the opportunity to increase market share and formulate a strategic plan to capture it. Strategic planning using sound business tools will help professionals to achieve their goals.
by Mara L. Shorr and Angelica Pierini The world is a diverse place that allows for the enjoyment of cross-cultural interaction. As a result, skin care professionals must be careful when trying to fit their spa’s culture into a sea of sameness because their demographic makeup greatly affects a number of factors including the methods with which the spa is marketed to clients and how…
Sea Island's expansive 65,000 square-foot Forbes five-star spa and fitness center reaches well beyond its four walls, invigorating guests through an array of curated treatments and amenities. From pampering to playful, Spa at Sea Island, which is located in Georgia, offers various therapeutic interruptions to accommodate the needs of every type of guest.
The key to upselling and cross-selling is suggesting value-added products and services that truly focus on clients' needs. Most clients do not want to be sold to, but do want to be serviced and are looking for solutions. The reality is that add-on sales do not just happen; they are carefully planned and executed and can result in significant revenue and profit for the spa.

Add-On Services for Added Profit

Written by Erin Lucie, D.N.P.
On a daily basis, skin care professionals are asked about their service offerings. These clients are usually directed to the spa's website or handed a spa menu on a rack card. The client then books an appointment and becomes excited about the service they are receiving. At this point, the client is prepared to spend money, especially since they are spending money on themselves, which…
How do skin care professional stand out from their competitors when everybody seems to be delivering high-end products and cutting-edge treatments? The answer lies in staying focused on the client; ultimately, the client decides who survives and who does not. From the quality of the drapes to the warmth of the front desk coordinator, customer service is at the forefront of working in the skin…
Within the majestic walls of Caesars Palace, among one of the six towers, and bulwarked from the highly trafficked Las Vegas Strip resides a picturesque spa full of wonderment and delight. Imagine a spa with cascading waterfalls; neutral undertones that warm and comfort the soul; multiple baths to soothe any temperament; a blue-lit room that sprinkles snow among the crisp air it reigns; an herbal…
In today's highly competitive spa industry, success is reliant upon effective marketing with a focus on the client experience. Improving market conditions continue to increase the number of skin care professionals and spas at an average annual rate of 5.5 percent. It is predicted that by 2019, there will be 1.3 million professionals.1 Regardless of whether the skin care professional works alone or owns a large…

Taking the Next Step: Planning a Solo Career in the Skin Care Profession

Written by Douglas Preston, L.E., president of The Inspired Esthetician
Many skin care professionals dream of starting and running their own private skin care spa. There are a number of assumptions that influence this big decision, including the presumed satisfaction of owning an independent business, having creative freedom, and fulfilling ambitions. However, it is important to push the pause button on this fantasy and take a deeper look at what it truly means to run…
Sanctuary Spa is a world unto itself with interior and exterior treatment spaces that keep one view constant: a rock sculpture of a praying monk shaped by Mother Nature on Camelback Mountain. With 12 treatment rooms, a Watsu immersion pool for hydrotherapy treatments, an indoor couples suite, a movement studio, a fitness center, five championship tennis courts, a 25-yard outdoor lap pool, and a spa…
The new faces of beauty require fresh messaging and unique marketing methods. Millennials, Baby Boomers, and those who are multiethnic are some of the new faces skin care professionals are likely seeing in their spas. Knowing how to deliver a message that is customized to the unique skin care needs of today's consumers and keeps them coming back is a vital skill that professionals should…
by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII When skin care professionals create their spa's image, they are often convinced that it could not possibly be more perfect. They agonize over every detail they can think of, usually convinced that they have perfected every inch of their brand. Often times, professionals end up realizing that as time passes, their…
Successful spa events are the result of months of preparation. It is not uncommon for an average spa to spend 20 percent of their total marketing budget on events. During these events, clients can enjoy live interactions with other individuals, making them the perfect addition to a spa's engagement marketing strategy. Person-to-person interactions can pull in a prospect for conversion to the sale and upsell…
Siren & Proper's lash lounge and brow bar is the trendiest boutique salon in Grand Rapids, Mich. Located on a busy downtown street, Siren & Proper was the first salon of its kind in the greater Grand Rapids area and specializes in eyelash extensions, makeup, and eyebrow treatments, including eyebrow mapping and eyebrow extensions.
When skin care professionals perform a skin analysis, they often use a magnifying lamp to survey the skin for moisture loss, dehydration, fine lines, elasticity, macules, papules, hyperpigmentation, telangiectasia, couperose, puffiness, dark circles, and anything that should be avoided during the treatment. This information provides extrinsic data, which is the basis to begin an intrinsic analysis.
The use of equipment in aesthetics dates back to the 1930s, when Europeans began using electricity as a standard part of skin care treatments. Today, there are endless pieces of equipment that can be used, making it difficult for new or even seasoned skin care professionals to choose the necessary equipment and additions that will address their clients' needs.

Featured Company

  • Dr. Jeff Skin Care / Beauty AtticaDr. Jeff Skin Care / Beauty AtticaDescription: About Dr. Jeff Skin Care/Beauty Attica, Inc. Beauty Attica, incorporated in Redmond, Washington in 1996, was relocated to the metro Los Angeles area in June 1999. It is the marketing arm of Dr. Jeff Professional Skin Care products domesticall ...

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AIA Featured School

  • Christine Valmy International School of Esthetics & CosmetologyChristine Valmy International School of...Description: Christine Valmy International School of Esthetics & Cosmetology offers a quality education in the beauty industry, based on the teachings of the Founder of Esthetics in the United States—Ms. Christine Valmy. Ms. Valmy opened her very first school ...