Going back to the origin of spa, which literally means “health through water,” the wellness and well-being wave is now infiltrating the day spa industry. I see massage as a wellness and alternative medical treatment more than a pampering service–even a simple Swedish massage has a lot of health benefits.

Spa professionals have a wonderful opportunity to introduce their clients to services that increase their well-being. This can be accomplished through massages, body wraps that detox and purify their system, and relaxation techniques such as meditation and yoga sessions. They can also partner with nutritionists to encourage healthy diets and more.

Don’t forget your staff. Employees practicing healthy principles are prone to pass along the benefits of a healthy lifestyle to clients, although they should never try to force these issues on anyone. You, as a day spa owner, can take the initiative to offer your employees healthy lifestyle choices. Options include learning about nutrition and supplements (the Day Spa Association has several members who offer education on this subject), smoking cessation programs, encouraging them to join a health club by offering employee discounts, implementing healthy lunches for workers and clients, conducting educational classes on how to detect melanoma (bring in a dermatologist you want to align yourself with), starting a referral program with a chiropractor in your neighbor and more.

The more your staff is conscious of what’s available to it, the more it can serve as an example to clients. Steps like these also go a long way in retaining employees. Statistics have shown that happiness on the job goes much farther than dollars earned.


Hannelore R. Leavy
Founder/Executive Director
Day Spa Association (www.dayspaassociation.com)
International Medical Spa Association (www.medicalspaassociation.org)
DAYSPA Advisory Board

Words have always held power. In the Bible, God spoke the world into existence by simply uttering a few words. In the Harry Potter books, magic is unleashed through a flick of the wand accompanied by a series of words spoken aloud. And study after study has shown the life-changing potential of affirmations and positive thinking (the words one speaks to herself).

People create their realities by the words they speak. Yet the language we use is often overlooked—thoughtless expressions that stream from brain to mouth (and sometimes foot to mouth!).

A few years ago, there was a movement to reprogram our society through words—“policeman” became “police officer” “fireman” became “fire fighter” and “illegal immigrant” became “undocumented citizen.” At the time, it all seemed like PC fluff. But looking back, the reasoning makes sense. It wasn’t some ambiguous political correctness, but an opportunity to change people’s perceptions in a subtle way.

Understanding this cultural shift, it was a pleasant surprise being introduced to Dermalogica’s view of language at their recent “Redefining the Future” event in Los Angeles Estheticians were “skin therapists,” and skin analysis became “FaceMapping” at the “Skin Bar,” not the tester counter. During the keynote speech, principal and founder Jane Wurwand spoke of the movement to reposition the industry, shifting the focus from beauty to wellness. One way it plans to do this? Words.

According to Wurwand’s philosophy and vision, the industry would focus on skin health, not beauty and pampering. “It’s a treatment, not a facial,” Wurwand says.

By changing the way people speak about Dermalogica, and the industry as a whole, Wurwand hopes to also transform the way they view the industry. Going to a “skin therapist” for a treatment, rather than an “esthetician,” sounds more clinical, but it’s a shift that’s going to be needed for everyday folks to see those in the beauty industry as the highly trained professionals they are … and in accessible terms. (Just about everyone knows what a therapist does, but the word “esthetician” makes little sense to those who aren’t regular spa-goers or who are outside the industry.) Male or female, these gender-neutral terms will have mainstream America seeking out your staff for consultations and advice, much like they would a doctor. In time, they’ll be relying on your expertise to guide them through the ups and downs of skin health as a part of a larger overall wellness plan, not just because they want to look better.

It may not be the fastest transformation, but progress will come one word at a time. And it’s up to you to help it along. Consider your words, and help create the culture.

Kimiko Martinez
Associate Editor, DAYSPA

Clients often fire you for unknown reasons. But when it comes to letting a client go, it’s often after a long, agonizing process. Having been behind the chair for more than 25 years and a day spa owner for more than 15 years, I’ve discovered three general classifications for clients who need firing:

The first is the client who’s never happy with the service. I remember one who gave me a knot in my stomach each time she visited my spa and salon. After years of giving my best effort to please her, I decided that I no longer needed to allow it to be personal. When I finally accepted that this client would never be satisfied, it became easier to let her go, so I asked her to find another place to take her business.

The second type is the “royal one” or the client who thinks she’s the center of the universe. My personal favorite is the one who arrives an hour or more late for her appointment and still demands to be taken in immediately–regardless of your busy schedule or another client’s time.

The third is the offensive client. I’ll never forget one client’s anti-Semitic remarks, even after she was repeatedly told to change the subject. After completing her service, I informed her that she was no longer welcome at our business. A few days later, she stopped payment on her check. I filed with the magistrate, and at the hearing she denied having any prejudices and repeated everything she said to me. She also stated how the service was perfect. The judge found her remarks to be anti-Semitic, and I won the case because acceptable service was provided.

Fortunately, it’s rare when I find the need to fire a client. However, I don’t believe the client is always right, and I will support my co-workers with “We don’t have to take it.”

Please feel free to share your reasons for firing clients with DAYSPA executive editor Rhonda J. Wilson at rwilson@creativeage.com.

Frank Shipman
Owner, TC Salon Spa
tcsalonspa.com
DAYSPA Advisory Board

I just returned from the International Esthetics, Cosmetics & Spa Conference in Las Vegas. Everyone was buzzing about the economy. However, when times get tough, sometimes one small change is all it takes to make a big difference in your bottom line.

Kim Niles couldn’t figure out why her Spa Spectacular package (4 hrs./$200) failed to attract couples, moms and daughters, and best friends into her day spa. It included massages, facials, manicures, pedicures and a catered lunch. Although the owner of Finishing Touch Spa and Salon in Boulder, Colorado, thought that participating in side-by-side treatments with someone special was a no-brainer, only a few people signed up.

Niles then decided to personalize the promotion and rename it. She called it, “Sweetheart Package” for Valentine’s Day, “Mom & Me” for Mother’s Day and “You & Me” the rest of the year. She also implemented a few design changes. Rather than perform the services in separate rooms joined by one door, she created a private double treatment suite. It featured two massage tables, lounging chairs and a fireplace.

Once the marketing makeover was complete, Niles’ scheduling book soon began filling up with appointments. In fact, massage revenues increased 15%. “Some people are still intimidated by the spa experience,” she says. “So if you can offer treatments for two in the same room, it makes clients feel more comfortable.”

If you’ve created a new promotion that’s made a big difference in your bottom line, I’d love to hear about it. Email rwilson@creativeage.com.

Rhonda J. Wilson
Executive Editor, DAYSPA

In a slow economy, many business owners experience frustration over how to sustain their business. However, it’s important to keep the faith and hold on to your brand value.

Although it’s tempting to respond to the current economy by dropping prices, there are other options available to day spa owners. Be creative and look at ways to repackage or bundle your services to attract more spa guests. Here are four tips:

First, we have found at Iatria Spa and Health Center in North Carolina that creating membership plans for our clients is an effective alternative to slashing prices. It provides a discount for a spa guest’s continued business, but it also boosts our bottom line. This has helped our brand rather than compromise it, because it offers our clients an option they can afford.

Second, improving inventory management is a process that can typically save money for a business. A couple of years ago, we analyzed and reworked our inventory management process. This helped us figure out where to cut unnecessary steps and how to spend the extra time planning correctly. The improved inventory process has made a positive impact on our profitability.

Third, you can boost productivity by making sure you invest in employees when they rise to the occasion. Allowing an all-star worker the time and support to take a much-needed vacation is a low-cost way to increase their loyalty and service to the company.

Finally, continue to focus on delivering excellent customer service. This is an area that adds value without spending money. Although everyone is feeling the economic crunch, clients come to a spa to escape the challenges of daily life. If your business is experiencing a slow period, remind your staff that this provides them the additional time to pay close attention to detail and show clients that you appreciate their business.

The bottom line is don’t be afraid to look for new ways to make your brand value work. There is always a solution!

Erika Mangrum
Owner, Iatria Day Spas
iatria.com
DAYSPA Advisory Board