Round 2: Brand Conditioning
Written by Delilah Matos
Just like we condition our minds and bodies, our businesses and the brands we create are no different. In fact, the two often go hand in hand. As a business owner and entrepreneur, it is not easy to stay 100 percent on top of your game all of the time. What is important to understand is that consistent conditioning and reconditioning is what counts. It…
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Get the Job: Questions to Ask Yourself When Preparing for an Interview
Written by Denise Gaston
You have surpassed your goal of completing aesthetics school and now hold the coveted “Golden Ticket,” also known as your state license. As you ponder your options, you decide that the classic day spa is where you want to land as a newly minted aesthetics professional. Our focus will be on facilities that offer only skin care and body therapy treatments. Let’s take a look…
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Custom skin care is a trend that has gained momentum rapidly over the past decade. Often, skin care is formulated, marketed, and delivered according to basic skin types – oily, dry, sensitive, mature, combination, and so forth. While certain skin symptoms, like dryness or uneven tone and texture, might have similar general causes, how and why those symptoms manifest may vastly differ from person-to-person based…
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Retention Marketing: Focus on the Clients You Have, Not the Ones (You Think) You Need
Written by Josh McCarter
Running a service business without an effective retention marketing plan is like filling a bucket that has holes in the bottom. A company with a low retention rate will spend too much time and money working on acquisition to make up for lost business. In fact, it costs six times more to acquire new customers than it does to retain existing customers.1 Furthermore, returning clients…
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Relationship Marketing 1, 2, 3! Client Attraction, Retention, and Upsells
Written by Kelly Richardson
I ncreasing revenue is important for skin care professionals and their business. Sales are not always skin care professionals’ strongest suit, but incorporating smart marketing strategies can help them and their staff increase revenue by attracting new clients, retaining existing clients, and upselling.
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One of the first things I tell attendees at any of my presentations about digital marketing is that it is very similar to dating! Many attendees laugh, a few agree, and some roll their eyes. How can I possibly relate digital media to the complex world of dating? My famous opening line is, “If you’re the kind of person who would take an engagement ring…
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How to Sell Without Being Pushy
Written by Bella Schneider
Sales are never easy. Torn between the desire to please clients and make money, skin care professionals often appear needy or too aggressive if they do not practice a well thought out selling strategy. How can professionals do that?
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Cross-Promotion with Local Businesses
Written by Kelly Richardson
Partnerships, cross-promoting, marketing, and referrals – those words are commonly thrown around in articles and books that focus on building a business, but it is never explained exactly how to do it or who to collaborate with. There are many different types of businesses that skin care professionals can pair with to boost their business. Here are some fresh, new ways to cross-promote with some…
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by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII First and foremost, with this article, we want to make one thing clear: this article is not about bashing the abilities or capabilities of one gender over the other when it comes to the cosmetic and aesthetic industry. We know that both genders provide stellar services to clients and are proud…
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Creating Memorable Spa Experiences
Written by AC Dotterweich and Justin Dotterweich
Almost everyone has experienced bad service: when they walk into a business, there appears to be no purpose to the chaos. It takes 10 minutes before anyone pays attention or acknowledges them and once the staff does acknowledge them, they are busy apologizing and explaining what should have happened when the guest arrived. This explanation, however, does not accomplish anything – the guest has already…
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Bringing Passion To The Spa
Written by Lilliane Caron
Running a successful spa can be incredibly rewarding and profitable, but skin care professionals will need to be prepared to work hard. Professionals will also need to have basic business skills, be quick on their feet, and able to solve curve balls that are thrown at them. Most importantly, keep things as simple as possible and specific to areas of knowledge: there is no need…
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4 Ways to Automate Spa Management
Written by Josh McCarter
Most spa owners or managers wish for more time in their day; from checking-in clients and inventory checks to client follow-ups and marketing efforts, there is more than enough work to keep them busy from morning until night. Fortunately, technology for the aesthetics industry continues to evolve and, today, there are a host of smart technologies designed specifically for the spa. Spa owners should take…
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Creating a Customized Client Intake Form
Written by Christa Hopson Murray
The client intake form is one of the most important documents clients will fill out while at the spa. Creating the ideal intake form that is tailored to the spa's unique treatments and products takes some thought. The key is not only in the client contact information, which is incredibly important, but also in customizing the form to gather the critical information that relates to…
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Customer Service in the 21st Century Connecting to Customers on Social Media
Written by Kelley Moore
Great customer service is the cornerstone of any business – keeping clients happy with their services and overall brand will keep them coming back. Customer service now goes well beyond talking to the front desk staff, calling the customer care line, or even sending an e-mail. Customer service lives on social media, which makes it a very visible part of the business' brand.
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15 Posts to Put on Social Media Now
Written by Barry Eichner
Social media is one of the most confusing subjects that any spa owner or manager deals with on a regular basis. For many spa owners, the general topic of marketing is overwhelming and digital marketing can be even more confusing. Most spa owners simply do not know what they need to do to maximize their web presence.
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Vastu Shastra Ancient Secrets to Creating More Success for the Spa
Written by Robin Mastro and Michael Mastro
Have you ever had the experience of walking into a spa and feeling uneasy? You could have been thinking, "Why am I feeling uncomfortable? What's going on here?" Even if a spa looks great visually, what people experience goes beyond what is seen physically. For example, the spa may or may not be aligned to the cardinal directions, have windows in the east or north,…
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Creating Five-Figure Profits with a Five-Star Retail Space
Written by Cheryl Whitman
In the spa, retail product sales typically contribute between three and 10 percent to gross sales. While it is tempting to focus primarily on the treatments and technology the spa offers, ignoring retail space erodes the bottom line. If the spa is making less than 10 percent of its gross sales from the retail area, the professional is neglecting both the retail space and their…
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New Year, New Tools – Maximizing Business Growth in 2017 with New Technology
Written by Josh McCarter
Welcome to 2017! Are you one of the 53 percent of small businesses that make New Year's resolutions? More than half of business owners say they are more likely to keep business resolutions than personal resolutions. Today's technology makes it easier for spa owners to manage and grow their business without taking time away from the work they love. However, with so many options to…
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Encouraging Sales at the Spa
Written by Barry Eichner
Owning and operating a day spa is an enormously satisfying career for many men and women. The opportunity to improve the well-being of so many people can be enormously gratifying. Creating a space of serenity and rejuvenation is often a labor of love. However, spa owners and managers are entitled to make a decent living and earn a profit in the process.
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Missed opportunities happen even to the best spas. They happen every day and skin care professionals often do not realize how many there are until the missed revenue is more than evident. By minimizing missed opportunities, spa owners can maximize client reach. The process may not feel or be easy at times, but it can be made achievable.
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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.
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Featured Company
Eminence Organic Skin CareDescription: Éminence Organic Skin Care provides effective, award-winning natural, organic and Biodynamic® skin care to leading spas worldwide. As pioneers of the organic skin care movement since 1958, Éminence combines more than half a century of herbal craft ...
Marketing
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How to Market to Baby Boomers, Millennials, and Everyone In-Between
The new faces of beauty require fresh messaging and unique marketing methods. Millennials, Baby Boomers,… -
Improving Treatments Through Product Knowledge and Retail Opportunities
This article will outline quality ingredients and step-by-step applications as stand alone treatments and as… -
The Effect of Internet Marketing on the Skin Care Industry
What do you think of when you hear the word Groupon? Do you cringe or…
AIA Featured School
Christine 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 ...