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…

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…
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…
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,…
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…
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…
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,…
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…

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…
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…

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…

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…

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…

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…
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…
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…
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…
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…
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…
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.…
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…

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…
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.…
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,…
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…
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…
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…

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…
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…
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…
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…
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…

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…

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,…
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…
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…

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.
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…

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…

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…
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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  • LightStimLightStimDescription: 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 ...

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AIA Featured School

  • Christine Valmy International School For Esthetics, Skin Care & MakeupChristine 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 ...