Salon Today - October 2008 - (Page 29)

Eyelash Extension Spa: The Lash Company in Houston, Texas What’s needed: straight and curved tweezers; under eye gel patches; different lengths, sizes and widths of extensions; Novalash platinum bond; air machine; and magnifying lamp Product cost: $2 Who Performs: certiﬁed eyelash extensionist Rebook: once a month Price: Full Set: $250; touch-up: $75 Description: “Eyelash extensions are sweeping the nation as the hottest new beauty trend. They can be worn while swimming, sleeping and enjoying all normal activities. Monthly touch-ups ﬁll in any of these individual semipermanent hairs that gradually shed as the natural lashes complete their growth cycle. Because there are no strips or knots, the look is completely natural. Each individual hair is attached to one natural eyelash at a time.” How they market it: “We’ve only been open about a year, so we run ads occasionally to get our name out there,” says Sophia Navarro, owner. “Most of our business comes through word of mouth. We do a promotion occasionally where we offer our full set for $250, but we’ve extended our hours twice and are pretty much operating at full capacity.” Expert tip: Clients are committed to this service, sometimes to the extreme. “Our clients get a little crazy,” says Navarro. “ I’ve seen them ﬁght with each other over an appointment time, and once we had a blackout and had one client insist we still do her touch-up. I set the bed up in the parking lot and did them there.”The frenzy is worth it though, stresses Navarro. “It’s a proﬁtable service for the salon. Technicians get quite fast when they do eyelash extensions day in and day out. And the tips are incredible, so you have very little turnover.” Journey to Eden Spa: Contour Day Spa in Plantation, Florida What’s needed: Dead Sea salts, aromatherapy oils, shampoo, and conditioner. Product cost: minimal Who performs: technician licensed in body wrapping treatments and certiﬁed in reﬂexology Rebook: once a month Price: $130 including lunch Description: “Start with the ancient treatment of hand and foot reﬂexology, which creates a healthy balance through enhancing circulation to the corresponding organs and meridians. As circulation is increased, the body’s internal harmony is restored as tension and stress melt away. Then soak in a hydrotherapy bath with mineral salts and exotic aromatherapy oils. As you relax in the tub, you will experience a neck, shoulder and scalp therapy treatment for total renewal. Followed by a steam and sauna session.” How they market it: On Tuesdays, the service is the special feature on Contour’s weekly Quick Fix menu— clients can receive the service for $99 if it is completed between 9 a.m. and 2 p.m. “Each month, we send out 5,000 postcards that showcase the Quick Fix features,” says Fanit Panofsky, owner. “We also have brochures at the checkout counter, the bathroom and the dressing rooms. On Mondays, we send out e-mails to 32,000 addresses and we do radio and television commercials as well.” Expert tip: Panofsky stays on top of education by recertifying her technicians each year. By opening her doors to two nearby schools, Sheridan Vocational School and Health Institute of South Florida, and allowing graduating students to spend a day in different departments learning about the business of running a spa, the school put together recertiﬁcation classes in areas such as reﬂexology for a reduced price. > Lomi Lomi Massage Spa: Heaven on Earth in Honolulu, Hawaii What’s needed: special blend of oils derived from Hawaiian plants and herbs Product cost: $10 Who performs: massage therapist certiﬁed in Lomi Lomi technique Rebook: two to three weeks Price: $118 for 80 minutes Description: “The Lomi Lomi massage is a beloved Hawaiian tradition that works the muscles with continuous, ﬂowing strokes encouraging the recipient to relax. Thus, the Lomi Lomi is intended not to be just a physical experience, but also to facilitate overall healing. The Hawaiian view is that the physical, mental, emotional and spiritual are all part of the whole self. When something happens on one level, all levels are affected.” How they market it: “Because therapists have to achieve our fourth level before they can perform this service, it has a premium price. That pride and the premium price motivates the therapists to sell it to their clients,” says Ben Costa, spa director. The spa encourages repeat visits by offering clients the opportunity to purchase a series of six for a 10-percent discount. Expert tip: “If you want to offer Lomi Lomi, you need to respect the quality of the certiﬁcation and learn from one of the Hawaiian teachers who offer it through workshops that certify technicians,” says Costa. www.salontoday.com October 2008 | 29 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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