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…
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Marketing
5 Tips for a Savvy Marketing Calendar
Written by Barry Eichner and Jenni Nagle
You’re running late to work and, on the way to the spa, you realize that you haven’t created this month’s newsletter. Now, in the stress and chaos of getting to…
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Marketing
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…
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Marketing
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,…
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Marketing
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…
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Marketing
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…
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Marketing
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,…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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…
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Marketing
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.…
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Marketing
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…
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Marketing
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…
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Marketing
Spa Management Realities: Does the Dream Fit the Dreamer?
Written by Douglas Preston, L.E.
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.…
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Marketing
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,…
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Marketing
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…
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Marketing
Cultural Marketing: How Communication and Relationships Can Differ Due to Clients’ Cultural Backgrounds
Written by Mara Shorr
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…
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Marketing
Increase Income with Upselling and Cross-Selling
Written by Kathleen Carney, L.E.
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…
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Marketing
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…
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Marketing
Must-Have Marketing Measures for Client Loyalty and Spa Success
Written by Erica Connor
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…
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Marketing
How to Market to Baby Boomers, Millennials, and Everyone In-Between
Written by Celeste Hilling
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…
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Marketing
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…
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Marketing
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…
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Marketing
Going Green: A simple Guide to Social Responsibility in the Spa
Written by Melissa M. Montalvo, co-founder of Pink Horizons Botanical Skin Care
The spa industry has long had the ability to make a positive impact on the planet. There is no better time than now to ‘go green’ in the spa, given…
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Marketing
Promote Wellness Through Retail
Written by Jenny Hogan, media director at Marketing Solutions, Inc.
Dramatically boost spa revenue with a simple shift in mindset.A simple shift in focus and mindset will make all the difference in a spa’s revenue potential. According to retailing experts,…
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Marketing
The Feel-Good Factor Increasing retail sales through the client experience
Written by Christine Pemberton
When it comes to increasing retail sales in the spa, it is vital for skin care professionals to create a positive customer experience. Creating a delightful experience for the client…
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Marketing
12 Secrets to Marketing Hair Removal
Written by Lina Kennedy
From using homecare products to a variety of professional treatments, people spend a lot of money to be hair free. Take commercials, for instance, which range from shaving to waxing…
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Marketing
Rev Your Revenues with Retailing The Benefits of Marketing Product in the Spa
Written by Ann McDonnell, president and founder of EcoGenics Active Botanical Skin Care
Chances are that clients leave the spa with their appearance and health improved, a decreased level of stress, and an elevated sense of self-esteem.
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Marketing
More than Skin Deep: Technologies that Take Beauty Beyond the Surface
Written by Celeste Hilling
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…
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Marketing
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…
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Marketing
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…
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Marketing
Breaking Down Social Media: How to Choose a Social Media Platform That is Right for Your Spa
Written by Mike Lewis
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…
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Marketing
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Discover How to Build Your Brand Authentically on Social Media: Practical Tips to Build a Loyal Community Using Visual Content
Written by Valarie Hurst,L.E.
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…
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Marketing
Social Media Marketing Why, How Come and How To?
Written by Katrina Kamstra
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…
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Marketing
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…
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Marketing
How do you market your business in your community? Having your own business/being an entrepreneur can be a very challenging job. You are required to sell yourself and your products,…
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Marketing
Spa and salon experts agree: Retailing is critical to success and expertise in this area is often the missing X-factor. Developing retailing skills consists of several parts, the most essential…
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Marketing
Modalities: Marketing and Beyond
Written by Aliesh Pierce, L.E.
The spa industry is an ever-changing entity. The International Spa Association reports estimates that there were 160 million spa visits in 2012 and reports year-end revenue of $14 billion. A…
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Marketing
Coaching, Engaging and Promotions: How to Attract and Retain Your Target Markets
Written by Celeste Hilling
Who is your target market? Moms and daughters? Business workers on a lunch break? Athletic club members? Everyone in your community? Think broadly about your market. How can you expand…
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Marketing
THE ROAD TO SUCCESS: How to Create a Business Culture of Excellence that Fuels Sustainable Growth
Written by Shannon Conley
Successfully running and operating a small business in today’s dynamic world of beauty brands and outlets is no simple feat. Salon owners are tasked with doing it all. Running the…
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Marketing
Money Making Marketing
Written by Lora Condon
Marketing is a term that is thrown around all the time in seminars, lectures, trade magazines, and online advertisements. We all know we need it; we all know it works,…
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Marketing
Everything Retail How to Plan, Buy & Market
Written by Bella Schneider, P.M.E
When it comes to buying products, think strategically. I bring a new product onboard when I find a hole in my arsenal or when I need particular ingredients to deliver…
Published in
Marketing
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The Treatment Room: Healing Compromised Barriers
- Details
- Shannon Esau is the director of sales and education at Rhonda Allison Cosmeceuticals. She has more than 17 years of expe...
The Treatment Room: Restoring Hydration
- Details
- Shannon Esau is the director of sales and education at Rhonda Allison Cosmeceuticals. She has more than 17 years of expe...
Industry Insights: Keeping Ourselves Well
- Details
- Justin Dotterweich is the CEO of ExPürtise® and has previously held many consultative roles in the spa and wellness ind...
Next-Level Esthi: Unlearning What You Thought You...
- Details
- Lora Condon is an international award-winning aesthetician, guest on Dr. Oz, author of Spa Wars, and a beauty consumer a...
The Mandelic Effect: Benefits of Mandelic Acid
- Details
- Maryanne Goodman-Millensted is the in house esthetician at Vivant Skin Care. With a background in customer relations and...
The Mandelic Effect: What is Mandelic Acid?
- Details
- Maryanne Goodman-Millensted is the in house esthetician at Vivant Skin Care. With a background in customer relations and...
First-Class Cosmetics: Color Analysis
- Details
- Jaclyn Peresetsky is not only the owner of Skin Perfect Spas in Ohio and Florida, but she is a noted color expert, makeu...
First-Class Cosmetics: Teen Makeup
- Details
- Jaclyn Peresetsky is not only the owner of Skin Perfect Spas in Ohio and Florida, but she is a noted color expert, makeu...
Formula Whiz: Phyto Enzymes
- Details
- Victoria Tabak, L.E., is a two-state licensed aesthetician and the president of Nature Pure Labs. She began her involvem...
Industry Insights: Diversity and Inclusion
- Details
- Justin Dotterweich is the CEO of ExPürtise® and has previously held many consultative roles in the spa and wellness ind...
Featured Company
LightStimDescription: Just like plants, our skin and other body tissues have the ability to absorb light and convert it into energy. While plants can safely absorb light from the sun, the sun emits harmful UV rays that can do more damage to our skin than good.
LightStim use ...
Marketing
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Promote Wellness Through Retail
Dramatically boost spa revenue with a simple shift in mindset.A simple shift in focus and…
-
The Power of Promotions
Strategic and creative promotions are a powerful way to stimulate business flow and revenues, as…
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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...Description: Christine Valmy International School for Esthetics, Skin Care & Makeup 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 sc ...