Renew Magazine - November/December 2008 - (Page 25)

targeted services Whereas clients used to come to the spa for feel-good services, this attention to value has them increasingly aiming to problem solve. “If the service oﬀers only what we call ‘steaming and creaming,’ it’s not enough,” says Wurwand. “Going to the spa and feeling indulgent, lying in a dark room listening to Enya? That’s no longer worth it to clients. They want treatments that give them results they can see, feel and beneﬁt from.” Client demand for the basic facial is way down, agrees Tracey Samyeh, global general manager for Murad’s professional division. “Clients take it for granted that a facial will make them feel good, but now they want more,” she says. “Spas should develop facials that address various problems and educate clients on their options.” With middle-agers seeking to extend their years of life in physical and emotional wellbeing, the anti-aging industry is thriving as a $60 billion global spa economy, according to Samyeh. One reason for anti-aging’s good health is that people cannot do eﬀective treatments solely on their own, adds Wurwand, who advises spas to focus on resurfacing/ exfoliation and acne/extractions for the same reason: People demand tangible beneﬁts from in-spa treatments. And they demand them now. “People want to see results fairly quickly,” says Becki Tuggle, national sales manager for Hale Cosmeceuticals. “But unlike going under the knife, a topical treatment will not be a one-time cure-all.” Clients must understand that it will take a regimen of regular spa visits supported by home maintenance. For medispas, though, lasers are beginning to bridge the gap between the knife and topical treatments. Daireds’ guests can pay $5,000 for a new, one-time Fraxel laser treatment that Ogle reports “really changes the texture of the skin. It removes impurities, tightens the face, softens scarring, lightens wrinkles and increases collagen.” Although there is a healing period, clients need no follow-up laser treatments. quick and simultaneous When money’s tight, consumers want the biggest bang for their buck. That’s nothing new, and the luxurious day, or even half-day, at the spa has been just a memory for a while now. To help spas make up that income, the 2009 roadmap shows a change of direction. The old path stretched out services to keep clients in the spa as long as possible. The new path gets them in more often for shorter spurts. The old path built on services delivered consecutively. The new path builds in these same add-on treatments by delivering them simultaneously. A full consultation may not sound like a shortcut, but observers say the esthetician’s expert skin analysis is the key to expediting the client’s visit. “Consultations have a negative connotation, because people think they lead to product recommendation,” says Brenda Gallagher, vice-president of national sales for Sothys. “But the consultation should be a free-ﬂowing sharing of information that includes making sure the client understands how to use the recommended products.” Wurwand agrees, “We have to get back to being skin therapists who can recommend the right product to achieve results. Invite guests in to try it out. Turn your weekends into micro-treatment events.” When Dermalogica’s ﬂagship spas did exactly that, they recorded an average product purchase of $45 for every $25, 20-minute exfoliation. Repêchage is marketing its Facial Bar to oﬀer clients a lunchtime, come-with-your-girlfriends type of service. The concept of bringing skin care out from behind closed doors works well for a salon/spa, according to Repêchage Vice-President of Sales and Marketing Shiri Sarfati, who suggests placing the bar in open view so that hair clients are aware of the services. “Instead of reading a magazine between salon services, the client can go to the facial bar,” Sarfati explains. There they can get an anti-aging hand treatment, a conditioning skin treatment or Repêchage’s Opti-Firm eye contour to depuﬀ the eye area. Sarfati reports that a recent two-day event promoting Facial Bar services plus retail grossed more than $12,000. The Facial Bar is in line with a trend to oﬀer multiple, coordinated experiences. Such double- or even tripleduty services are likely to become commonplace this year. Repêchage founder Lydia Sarfati has partnered with Belvedere to design equipment that accommodates three services—manicure, pedicure and facial—at the same time. With three technicians working on the client, the trio of treatments totals no more than 60 minutes. “With space at such a premium, spas can use the same room for massage, waxing, facials and body treatments,” explains Shiri Sarfati. “If you have no massages scheduled, you’re not wasting an entire room. We’re looking at the spa from a 360-degree view and asking, ‘Where can we turn a proﬁt?’ That’s what salon owners need to do today to ensure they’re here tomorrow.” R nov/dec 2008 renewprofessional.com 25 http://www.renewprofessional.com

Table of Contents Feed for the Digital Edition of Renew Magazine - November/December 2008

Renew Magazine - November/December 2008 Contents Editor's Letter Renew Mind/Face/Body/Spirit Reflect Role Models Editor's Pick Great Expectations Top 10 Buzz-Worthy Ingredients In the Room Solutions Inside Ingredients

Renew Magazine - November/December 2008

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