Salon Today - October 2008 - (Page 28)

FULLY BOOKED Next Generation Antioxidant Facial Spa: The Spa at Hammock Bay in Palm Coast, Florida What’s needed: glycolic cleanser, glycolic peel, post-peel balm, vitamin C, vitamin A, eye and neck fortiﬁer and sunscreen moisturizer Product cost: minimal Who performs: esthetician Rebook: once a month Price: $120 Description: “Accelerates exfoliation, stimulates cellular growth, promotes collagen production and restores moisture and nutrients. This facial includes Next Generation Resurfacing for face, neck and décolleté plus skin-speciﬁc conditioning agents; antioxidant rejuvenating mask; glycolic hand treatment; and patented antioxidant vitamins A and C.” How they market it: Whenever the spa is introducing a new service, it offers complimentary trials to club members who are property owners at the Ginn Hammock resort. Expert tip: “Because this facial involves a peel, it’s important to discuss the service with the client in advance and let them know what to expect,” says Kadie Mitchell, esthetician. “Although the peel is only three minutes, it can get uncomfortable, so we offer clients a fan and talk them through that time.” Smooth Operator Spa: Phyto Universe in New York, New York What’s needed: precare balm, straightening cream, inductor, neutralizing and cleansing emulsion, milky reconstructer and desired styling products. Phyto Universe is a sanctuary nestled in the epicenter of Manhattan. Product cost: $60 Who performs: stylist Rebook: every six to eight weeks Price: For a full head of virgin hair, from $230-$320 depending on length of hair; touchups are $210-280 depending on length of hair Description: “Our guaranteed, chemical-free Phyto relaxer is a revolutionary multipurpose product that can relax, straighten and/or texturize even the most resistant hair. This all-botanical formula protects locks from dehydration and scalp irritation. Hair will be silky, strong and radiant.” How they market it: A virtual hair spa, Phyto Universe is a hair and skin treatment center that doesn’t cut and color. As if they were visiting a hair doctor, clients receive complimentary analysis with the Phyto hair scope which magniﬁes hair and scalp 200 times. Licensed hair care experts identify hair challenges and prescribe appropriate treatments and products. As clients relax in private treatment cabins, their hair and scalp is indulged with the reparative treatment, an invigorating scalp massage, wash and style. Expert tip: “Before the service, we bathe the scalp completely with a cream that has a shea butter base,” says director Nicolas Cornuot. “That not only protects the scalp but hydrates and conditions before the relaxing service.” The 20/20 Spa: Yelo, Inc. in New York, New York What’s needed: essential oils, massage cream, and private yellow cab cabin Product cost: $2 Who performs: massage technician certiﬁed in reﬂexology Rebook: twice a week Price: $65 Description: “20 minutes of shoulder or foot massage followed by 20 minutes of YeloNap. This 40-minute treat is the best of both worlds and our best value! Don’t you wish they did this at your kindergarten?” How they market it: The novelty of incorporating a nap into a massage service generates its own buzz. “We’ve gotten quite a bit of press space and many local TV stations have covered us,” says Nicolas Ronco, owner. “But we also advertise this service in the spa by offering it as a series purchase—buy ﬁve get one free.”Yelo also rewards client frequency by selecting the top ﬁve customers each month either by dollar volume or frequency and giving them a valuable gift, such as a 60-minute massage with three therapists. Expert tip: “When you are creating your spa or designing your services, remain loyal to your vision,” says Ronco. “Everyone is too eager to jump on the latest fad, but you have to test it. Before we add a new service or product, we introduce it to the staff, they all try it and then they vote. It has to receive a majority vote before we’ll consider incorporating it.” 28 | October 2008 www.salontoday.com http://www.salontoday.com

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Salon Today - October 2008 Contents Note Reception Fashion Sense Spa Menu Roundtable Decor Blue Hair Studio Fully Booked Special Report: The Business of Hair Enhancement Products Owner to Owner

Salon Today - October 2008

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