Pulse SPA Magazine July 2017

THE FUTURE OF RETAIL:

HOW DOES THE SPA INDUSTRY

Stack Up?

FROM YOUR CHAIRMAN

2017 ISPA BOARD OF DIRECTORS ELECTED OFFICERS CHAIRMAN Todd Shaw The Peaks Resort & Spa VICE CHAIRMAN Todd Hewitt Shangri-La International SECRETARY/TREASURER Garrett Mersberger Kohler Co. IMMEDIATE PAST CHAIRMAN Michael Tompkins Hutchinson Consulting DIRECTORS

ur team members cringe at the word “sales.” They’re not sales people; they’re therapists or estheticians or professionals who just want to use their knowledge and skills to help people. That’s why we must shift our mindset to stop talking to our teams about sales and start supporting them in recommendations.

Our guests come to the spa because they have a problem—whether it’s stress, an injury, or a skin issue—and they want us to use our knowledge to fix it. Encourage your therapists to use their professional knowledge to really listen and help each of their guests. This kind of encouragement will give you far better return on your sales than just pushing them to sell, sell, sell.

Doug Stephens, retail futurist and this month’s Ask the Expert feature, predicts that retail is entering the age of customer experience. The kind of customer experience people go to the spa for. We know our customers can get a product online. We know they can Google just about anything and figure out the answers for themselves. But you know what? They want relationships. They want to support someone who helps them. They’ll forgo the discount they can get online for the personal advice and care they get from your therapists at the spa.

The relationship and continued care at the spa has higher value than purchasing randomly online, which is why we must stop fearing technology. If we are afraid of our customers going online, it means we aren’t doing our jobs. Ask yourself, where can I do a better job to make sure customers are getting everything they deserve from me? Everything I learned in school? We are in this industry to help people. If we hold true to those values, there’s no way we can let a customer leave without recommending something we know will help them. Emphasize to your staff that to do so would be a disservice to their customers and they’ll begin to look at sales in a completely new way.

So, fellow ISPA members, this month I challenge you to change the way you talk and think about sales. Help your team change their approach with customers and take ownership of their professional ability to make the kind of recommendations no one else can. Then, and only then, will you truly have “sales” success.

Sharilyn Abbajay ISPA Foundation Vice Chairman Noel Asmar Noel Asmar Group, Inc. Scott Duncan Spa Gregorie’s Blake Feeney Living Earth Crafts Michael Harmsworth ESPA International (US) Ltd. Patrick Huey Minor Hotel Group Kristine Huffman Huffman Hospitality Concepts Julie Oliff St. Regis Aspen Laura Parsons ESPA International (US) Ltd. (Spa Division) Frank Pitsikalis ISPA Foundation Chairman Eric Stephenson Well World Group Dawn Tardif BodiScience Wellness Center & Spa Robert Vance Well & Being Spa at the Fairmont Scottsdale Princess Lynne McNees International SPA Association MEDICAL ADVISOR Brent A. Bauer, MD Mayo Clinic

CHAIRMEN’S COUNCIL Past ISPA Chairmen who are current members: Gayle Brady • Brady Spa Consulting Jeff Kohl • Spa & Club Ideations Jean Kolb • Well By Choice

—TODD SHAW, CHAIRMAN

John Korpi • Korpi & Korpi Kate Mearns • 5 Spa Consulting LLC Jim Root • The Westmoor Club

Todd Shaw MBA

@tddshaw

Todd Shaw

Jane Segerberg • Segerberg Spa Consulting, LLC Ella Stimpson • The Spa at Sea Island 2

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Deborah Waldvogel • ResortSuite

THE MAGAZINE FOR THE SPA PROFESSIONAL

EXECUTIVE Lynne McNees EDITORIAL Kelly Heitz DESIGN Marja Walker ADVERTISING AND SALES Tara Finn ADVERTISING COORDINATOR Jessica Pfister PRODUCTION MANAGER Chris Guzicki

Pulse is the official publication of the International SPA Association, a member organization for the spa and wellness industry. Copyright 2017.

All rights reserved. No part of this publication may be reproduced without written consent of ISPA. All inquiries should be sent to Pulse, 2365 Harrodsburg Road, Suite A325, Lexington, KY. 40504 USA. Canadian publication agreement No. 40042114.

PULSE ACCEPTS LETTERS TO THE EDITOR. Please include your name, title, company,

EDITORIAL OFFICES International SPA Association 2365 Harrodsburg Road, Suite A325 Lexington, Kentucky 40504, USA Phone: 1.859.425.5062 1.888.651.ISPA (4772) • Fax: 1.859.226.4445 experienceispa.com

address, phone and email address. Only your name, title, company and location will be published in the magazine. The editor reserves the right to edit for clarity and content. By submitting the letter, you are giving ISPA publishing rights.

Pulse (USPS 017-893, ISSN 15259226) is published 10 times a year – January/February, March/April, May, June, July, August, September, October, November and December

by Associations International, 2365 Harrodsburg Road, Suite A325, Lexington, Ky., 40504. Periodicals postage paid at Lexington, Kentucky, and additional mailing offices. POSTMASTER: Send address changes to Pulse, Attn: Member Services, 2365 Harrodsburg Rd., Suite. A325, Lexington, Kentucky, 40504, USA.

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is the magazine for the spa professional. As the official publication of the International SPA Association, its mission is to serve as the preeminent resource of expert insights, trends, tools and research to help spa professionals create innovative solutions and make informed business decisions.

I remember when I was a writer for Rue La La. I worked in the company’s huge warehouse distribution center. It was a convenient place to house the studio where we photographed and wrote about product because all the product was right there. It was interesting to be able to see the back end of the ecommerce machine. In that dark studio, we were tasked with guessing what the customer wanted to see, hear, buy and know. We had to convey a story or advice to someone we had never met. As you can imagine, it was quite the challenge!

How could I tell someone how a night cream was going to make their face feel? I didn’t know anything about their personal needs. It was all a guessing game.

And that’s why internet retailers will never take over the spa world; they’re constantly playing a guessing game. You, however, know exactly who your customer is and exactly what they want, because you know them. You’ve actually met them in person. What a concept!

You just have to harness that relationship into sales success. Ugh, I know. Sales is a dirty word, but this issue 6

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is chock-full of sales and retail tips for you to use and share with your team (check out How to Handle Sales Rejection on page 34 and 7 Steps to Rocking Your Next Event on page 40).

We also asked your fellow ISPA members to weigh in on the future of retail (Trending Retail, page 26) and asked retail futurist and author of Reengineering Retail, Doug Stephens, a few questions about the new retail experiences consumers crave (Ask the Expert page 62).

But between all this talk about work and selling, be sure to take some time for yourselves this summer. There’s something about a sunny summer afternoon that makes you want to hop on a plane to St. Somewhere and forget all your troubles. As I write this, I’m both recovering from a week-long trip to Los Angeles, California for our West Coast Media Event and June board meeting (check out the fun photos in See + Be Seen on page 32) and preparing for a quick trip to the Jersey Shore to celebrate my grandparents’ 60th wedding anniversary, and it’s only mid-June!

Top: The entire Kelly clan together in one place to celebrate our grandparents’ 60th wedding anniversary, which, of course, is the ultimate adventure! Bottom: Experiencing what it is like to be the queen of Mardi Gras on a trip to New Orleans last summer.

Travel can spark innovation and open our minds to new ideas and possibilities.

I have a feeling this summer is going to be full of eye-opening experiences and opportunities, and I can’t wait!

—KELLY HEITZ, EDITOR

What are y’all up to this summer?

Share your adventures with me!

FOLLOW KELLY @PulseEditor

@ISPAPulseEditor

JULY

VOLUME 27 ISSUE 5

to Handle Sales 34 How Rejection A Guide to Turning Learning from the No’s B Y N ATA L I E S T E ZO V S K Y & M O R E N E M O U S E RT

SLEEP IS THE BEST MEDICINE:

THE IMPORTANCE OF

S leep

Therapy in Spa Treatments

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BY AMBER PHILLIPS

54 Holiday Buyer’s Guide

Special Pulse Advertising Supplement

Spa Products for Your Holiday Retail Space

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10

BY JESSICA PFISTER

Steps to Rocking 40 7Your Next Event

July 2017

20

20

IN EVERY ISSUE 2 6 14 16 18

From The Chairman

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Pulse Preview ISPA News and ISPA Calendar Pulse Points Member News

Member Perspectives: Mii amo Creating a Bespoke Guest Experience in Sedona, Arizona YHI Spa at the Paradisus Palma Real Golf & Spa Resort Overcoming Obstacles to Create a Caribbean Wellness Destination

BY KELLY HEITZ

26

Trending: Retail How Spa Will Thrive in the Future of Retail

BY KELLY HEITZ

28

Solving Industry Problems: How to Increase Retail Sales in the Age of Amazon

BY JULIE PANKEY

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62

71

28

Conversations: Michael Pascal Author of Meditation for Daily Stress: 10 Practices for Immediate Well-being

BY KELLY HEITZ

32 52

BY TARA SALAH ELDIN AND BRIANA LEE

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30

SEE + BE SEEN A Day in the Life: Pam Sculthorpe CEO, Body Bliss, Cottonwood, Arizona

BY CALA MEIKLE

62

Ask the Expert: Doug Stephens Author of Reengineering Retail

BY KELLY HEITZ

66 67 68 71 72

Product Spotlight

ABOUT THE COVER

ISPA Foundation ISPA Snapshot Survey People of ISPA: Kat Anders Sales Coordinator HIHO, Devon, Pennsylvania

Everyone seems to

End Notes

thing right now:

be thinking the same where is retail headed? The July cover illustrates how sweet spa retail might be if we embrace our expertise and work together toward a bright future.

COVER PHOTO © SHUTTERSTOCK

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ISPA NEWS

Put Your ISPA Membership on Display Let the world know you’re a proud ISPA member by displaying your member decal in your storefront window! Also, as part of your ISPA membership, the ISPA logo is always available for business use. Download the ISPA logo from the “Member Benefits” section of experienceispa.com.

To get a member decal for your storefront or find out more about using the ISPA logo, contact ispa@ispastaff.com.

JULY IS... ● ●

Cell Phone Courtesy Month National Ice Cream Month

Contribute to the ISPA Blog or Pulse ISPA is always looking for members who want to contribute blog posts for the ISPA blog or articles for Pulse. From industry and member news to regulatory changes and trends, any submission is welcome. If you have a topic you want to write about let us know by emailing ispa@ispastaff.com. Member submissions are always welcomed and encouraged.

4 HAPPY INDEPENDENCE DAY! (U.S.) ISPA offices closed

remaining 2017 14 All ISPA Conference & Expo sponsorship and booth balances due

FOLLOW ISPA

Snapshot Survey goes out to 21 July members

28 July Snapshot Survey closes Twitter & Instagram: @ISpaDoYou facebook.com/InternationalSPAAssoc

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pinterest.com/intispaassoc LinkedIn: International SPA Association

Last day to save $100 on your 2017 ISPA Conference registration

PULSE POINTS

Creative Staff = Satisfied Customers “Creativity is intelligence having fun.”

—ALBERT EINSTEIN

Who knew Albert Einstein’s words could have an impact on your bottom line? Sales and customer service roles are generally associated with scripted rather than creative behavior.

Employees are generally taught an “if this than that” script of things they can and can’t say to a customer. It’s time to trash the script and allow your employees the freedom to work on the fly, and have meaningful interactions with guests and customers.

These interactions make guests and customers feel special and tailored to, which increases their satisfaction with your company.

According to new research led by the University of East Anglia, companies in the service sector that allow their employees to be more creative in their interactions with customers enjoy higher levels of customer satisfaction. The researchers also found that in branches where employees perceived there to be more HR practices in place for creativity, staff expressed higher levels of their needs being satisfied—for example having control in their work,

feeling competent, feeling connected to people in their team— which was in turn positively related to creative performance.

Lead author Dr. Ieva Martinaityte, a lecturer in business and management at UEA’s Norwich Business School, said: “Customers want a more personal service and we show that a more creative approach is a way to enhance their experience.

Delighting the customer will increasingly stem from frontline employees’ creativity rather than scripted role performance.” She continues by saying that service organizations must aim to understand the drivers of creative performance. The findings from this study suggest that this may be supported by adopting a set of HR practices that are geared towards the environments and skills necessary to motivate creative performance. Essentially, motivating your team to use their own intelligence to have fun on the job, which will directly correlate to a positive customer experience.

3 Easy Ways to Help Your Team Be More Creative This UEA study suggests that implementing HR practices that promote creativity can give employees the confidence to implement their own creative thinking and problem-solving strategies on the fly. Here are a few ideas to get the creative juices flowing in your team: 1. Creativity Workshops 2. Creative Problem-Solving Training 3. Implementing a Reward System for Creative Ideas

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How to Boost Online Reviews— According to Science

Online reviews are extremely valuable to the spa industry. An overwhelming amount of positive online reviews is sheer gold. But how can you increase your customer reviews or, better yet, ensure you’re getting positive feedback?

The obvious answer is to make sure every customer is treated with impeccable service, but this doesn’t always correlate in that customer writing an online review. In a new Journal of Consumer Psychology study, researchers discovered a way to increase the odds of getting a better review. Their data revealed that people who waited longer or traveled farther before authoring a review gave more favorable evaluations.

The investigators analyzed data from more than 166,000 online restaurant reviews on TripAdvisor.com. They used a Google Maps application and information in the reviewer’s profile to calculate the distance between the author’s home and the restaurant. The same positive effect occurred when reviewers waited two, three or more months versus one month or less to write a review. Even more surprising was the discovery that reviewers who experienced both time delay and greater

physical distance from the restaurant gave the highest ratings.

In other words, two forms of separation created a “boosting” effect.

To understand why the ratings were boosted by time and space distance, the researchers analyzed specific words in the reviews. They found that people who are farther from home and wait longer to write are more likely to evaluate something in abstract terms using adjectives such as a “pleasant” experience.

People who are closer to home and write a review quickly are more likely to focus on specific details about the food, the service and the ambiance and use verbs that are often more negative.

So, what can you do? Try sending an email to your customer a few weeks after they receive their service at the spa, or for destination spas, a few weeks after their return home. This email should remind your guest of his or her incredible experience and entice them to leave an extremely complimentary review. As they say, time and distance make the heart grow fonder! n

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MEMBER NEWS

B Y TA R A S A L A H E L D I N AND BRIANA LEE

THE SPA SHIFT Announcements marking spa industry players on the move. ●

Charlene T. Begley has joined the Board of Directors at Hilton Worldwide in McLean, Virginia.

●

Ali Osman has been appointed Resort Manager at Four Seasons Resort and Residences Whistler in Whistler, Canada.

●

Philipp C. Knuepfer has been appointed General Manager at Mandarin Oriental, Boston in Boston, Massachusetts.

●

Elena Bazzocchi joined Lemi Group as Global Hospitality Manager to grow Lemi’s reputation and brand awareness worldwide.

●

Patrick Huey joined Minor Hotel Group as their Group Directors of Spa Asia. In this new role, he oversees more than 50 properties throughout Thailand, Cambodia, Vietnam, China, South Korea, Maldives and Sri Lanka.

●

Blake Feeney has accepted a new position with Living Earth Crafts as their VP of Business Development.

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Charlene T. Begley

Ali Osman

Philipp C. Knuepfer

Elena Bazzocchi

Patrick Huey

Blake Feeney

GIVING BACK 1. JW Marriott Desert Ridge Resort & Spa in Phoenix, Arizona 2

kicked off their Staycation season in May with the first annual Staycation Fun Run/Walk. The proceeds benefitted Children’s Miracle Network and stayed local to fund critical treatments, healthcare services, pediatric medical equipment and charitable care.

2. Clarins launched the Earth Box, a seven-product collection under the Responsible Beauty label. For each box purchased, Clarins will donate to the PUR Projet, which supports local communities, preserves biodiversity and helps protect the planet.

NEW ON THE MENU 1. In June, The Four Seasons Hotel Los Angeles in Beverly Hills, California hosted Ayurvedic guru Martha Soffer who has treated the likes of Gwyneth Paltrow, Kate Hudson, Kourtney Kardashian and Amber Valetta.

2. Hiatus Spa + Resort in Dallas, Texas introduced new treatments to its lineup for summer including The Epic Mani-Pedi, The Turkish Delight, and The Perfect Body Lift.

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MEMBER UPDATES 1. The Carillon Miami Wellness Resort in Miami Beach, Florida

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announced a partnership with leading functional medicine expert, Dr. Adonis Maiquez, M.D. Dr. Maiquez will provide Carillon residents and guests with access to premier medical advice and will serve as a resource for achieving total wellness.

2. TouchAmerica introduced their new exclusively digital catalog to align with their core philosophy of sustainability.

3. Participants at the groundbreaking ceremony for the expansion at Sundara Inn & Spa in Wisconsin Dells, Wisconsin wore spa robes to celebrate the 33,000-square foot expansion.

4. The Venetian Las Vegas launched a direct booking channel through Facebook Messenger that aims to reduce interface friction and enable guests to stay within their platform of choice to interact with the brand.

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5. Gaylord Opryland Resort in Nashville, Tennessee is hosting the

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resort’s annual SummerFest from Memorial Day weekend through September 10. The festival will include Alice in Wonderland themed attractions such as scavenger hunts, a floating tea party cruise, and the Queen of Arts Tour featuring works by local artists.

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6. Lake Austin Spa Resort in Austin, Texas teamed with Dr. J. Wallace Nichols to launch 100 Days of Blue beginning on May 29th to kick off a summer of encouraging people to connect with water.

7. The Grove Resort & Spa in Winter Garden, Florida broke ground on the new Surfari Water Park, which will feature dual Flow Rider surf machines, two-story waterslides, a kids area and an interactive water structure.

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8. Hyatt Regency Aruba Resort & Casino has partnered with local destination management organizations to offer unique, customized off-site experiences including nature picnics, food truck roundups, evening events under the stars and more.

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9. Universal Companies announced that it will invest $1.5 million to expand its distribution operation in Washington County, Virginia.

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OPEN FOR BUSINESS 1. In April, Elemis officially opened the doors to the new Elemis Academy of Excellence in Coral Gables, Florida where they will offer monthly classes, private group training, plus new retail and skin lab workshops in an experiential atmosphere.

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2. The Westin Hilton Head Island Resort & Spa opened its new all-glass oceanfront event venue, the Grand Ocean Terrace, which can accommodate up to 40 guests in June. The resort’s renovation also included updates to guest rooms, public and meeting spaces.

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Mii amo Creating a Bespoke Guest Experience in Sedona Arizona estled among a geological wonderland of red rock towers, pinnacles and spires, Mii amo, a destination spa in Sedona, Arizona, embodies the luxury wellness vacation movement. With personalized guest experiences and immersive three-, four- and seven-night all-inclusive wellness packages, Mii amo caters to every whim of their guests. It also doesn’t hurt that Sedona has long

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been regarded by Native Americans as a place of healing and spiritual renewal. The resort was actually designed to harmonize with the Native American aesthetic and the surrounding red rock Boynton Canyon, both integral to the Mii amo experience. But even when located in “The Most Beautiful Place on Earth,” a spa can face many challenges, ones that Mii amo’s Spa Director Doreen Young faces with special attention to guest satis-

The Crystal Grotto is perfect for guided mediation, which allows guests to set their intentions for their bespoke Mii amo experience.

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faction and employee education.

Surpassing Guests’ Expectations As a destination spa, Mii amo faces the unique challenge of surpassing the expectations of spa loyalists year after year. After falling in love with the Mii amo Journey experience, guests often opt to increase the duration of their next stay at the spa. This may not seem like a major issue (or an issue at all), but it forces Young to constantly reinvent the experience and menu for every guest, while staying true to Mii amo’s roots.

“In our boutique environment, keeping the experiences fresh, bespoke and meaningful is key,” Young notes. “Our menu is constantly evolving, and this is a process that takes time.”

In keeping with their Native American heritage, Mii amo works with trusted advisors and local tribal leaders to ensure the authenticity of the spa’s treatments and programs. The spa has to reflect the history and significance of the area, while remaining modern and indulgent for guests. It’s a hard balance to strike, but this process allows Young to cultivate a spa menu that is completely unique to Mii amo.

“For example, we just launched a new spa menu, which introduces several treatments that you can’t find anywhere else in the world,” says Young. “The meaningfulness, authenticity and allure of our menu of treatments and activities, found only at Mii amo, makes each visit better than the last for our loyal guests.”

One of the most productive methods of

Hikes through the surrounding Boynton Canyon allow guests to experience these breathtaking views.

Daily customized treatments at Mii amo's spa allow guests to completely unwind their way.

“Our world-class therapists deeply care for our guests and dedicate their time to the creation of iconic treatments.”

— DOREEN YOUNG, SPA DIRECTOR, MII AMO, SEDONA, ARIZONA

introducing innovating and unique treatments is tapping into Mii amo’s own talent pool. “Our world-class therapists deeply care for our guests and dedicate their time to the creation of iconic treatments,” adds Young. This experimental culture not only helps keep guests’ experiences fresh, but also improves the job satisfaction of Mii amo’s therapists. “This allows Mii amo to attract the most talented therapists in the world who are birthing the trends as opposed to following them.”

Because their therapists have such an important role at the spa, Young makes it a point to invest in their success. She says that her goal is to not only provide the obvious training opportunities such as additional continuing education and specialized in-house training, but also to set the standard in providing an inspirational environment where the unique gifts of individual therapists are shared with others so the entire team rises higher.

Marketing the Experience While the team at Mii amo loves catering

to their loyalists, the marketing team still works tirelessly to attract new guests to the resort. “We have a marketing team at our Enchantment Group corporate office who truly understands the destination spa market,” raves Young. The team uses a targeted marketing approach that relies heavily on digital marketing to reach that niche luxury destination spa guest. Young tends to leave the marketing decisions to the experts, but believes their content and campaigns are always “relevant, inspirational and truly evocative of the Mii amo experience.”

In house, Young and her staff rely on social media to get the word out about happenings at the resort, as well as reach their target customers on a personal level.

“Our social media campaigns allow us to connect with our customers through their chosen channels, creating relevant conversations with guests and potential guests on topics such as keeping resolutions, striving to be more and prioritizing self-care.”

Conversing with guests about topics they are interested in does a far better job of

selling the Mii amo brand than posts that come off as advertisements. n

SPA QUICK FACTS Spa open date: January 2001 Facilities/amenities: 16 guest rooms, 18 treatment rooms, 5 outdoor treatment areas, indoor and outdoor pools, library, retail boutique and the 80-seat Mii amo Café Percentage of guests (male vs. female): 18% male, 82% female Number of full-time spa staff: 71 Product lines used: Private Collection Mii amo Products, Éminence Organic Skin Care, La Bella Donna Most used marketing channel: Mii amo website Website: miiamo.com Phone Number: 1.844.993.9518 Facebook: facebook.com/ sedonamiiamo Instagram: @mii_amo_spa Twitter: @mii_amo_spa

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MEMBER PERSPECTIVES

YHI Spa at the Paradisus Palma Real Golf & Spa Resort Overcoming Obstacles to Create a Caribbean Wellness Destination he Dominican Republic is the most visited destination in the Caribbean, and Punta Cana, where the YHI Spa at Paradisus Palma Real Golf & Spa Resort is located, is the country’s crown jewel.

Known for its pristine white beaches, plethora of resorts and abundance of tourist attractions, Punta Cana is a

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traveler’s paradise. Even in paradise, Spa Director Arabelle del Pilar Rosario faces the same woes all spa directors are challenged with: staffing shortages, retail sales, and meeting the needs of the allknowing consumer.

The Language Barrier Because the Dominican Republic is a

The Zen Lounge at YHI Spa exudes calm while still evoking that Caribbean flare.

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primarily Spanish-speaking country, most of YHI Spa’s therapists are not fully bilingual. The problem is, 90 percent of guests speak English. In order for therapists to better communicate with guests, YHI employs spa consultants who not only facilitate the duties of a typical receptionist, but also help guide customers through the spa and retail experience.

The Oriental Cabin at YHI Spa allows couples to unwind together in a romantic, yet soothing setting.

“One of the challenges is finding people with accurate skills. It takes months to fill just one position.”

— ARABELLA DEL PILAR ROSARIO, SPA DIRECTOR, YHI SPA/MELIA HOTELS INTERNATIONAL, PUNTA CANA, DOMINICAN REPUBLIC

“We’ve also created prescription cards in both English and Spanish for therapists to recommend products and daily home care routine,” says Rosario. “From there, the spa consultants can assist the therapist in the sales process to enhance the service and communication.” These cards are a great communication tool because they include both English and

Spanish descriptions, allowing both therapist and guest to be on the same page.

Staffing Shortages While language between staff and guests can create a huge barrier, finding qualified staff members in the first place has been a big challenge for Rosario. “One of the

challenges is finding people with accurate skills. It takes months to fill just one position,” she notes.

Since it can be so difficult to find staff members, Rosario takes extra steps to ensure her staff is happy, performing well, and sticks around for the long haul.

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MEMBER PERSPECTIVES

based on their strengths, work with them to set goals for each month,” Rosario explains. She encourages staff to brainstorm together to accomplish their goals and even go outside the spa to involve other hotel departments. Encouraging creativity and teamwork throughout her staff not only keeps them engaged, but also helps cross train them on several aspects of the spa business.

Meeting Guests’ Wellness Needs As the wellness boom continues to grow, Paradisus Palma Real, which is already known for its golf and spa amenities, is perfectly positioned to meet the needs of those well-minded guests.

“Our spa clients know more about healthy living, healing therapies, detox and exactly what is good for them than ever,” notes Rosario. “Which is why we are preparing a big marketing platform to introduce our resort as a wellness desti-

The entrance to YHI's Spa Cabin has an indoor-outdoor feel that reflects the Caribbean's style.

nation, where the client not only comes to Paradisus Palma Real for the hotel attributes and beautiful rooms, but also to enjoy a healthy vacation with healing therapies from Asia and the Dominican Republic, healthy food, outdoor detox activities, and to return home completely renewed.”

To introduce this new concept to potential guests, Rosario and the Melia corporate brand hope to share spa experiences via their social platforms, world news networks, and through

healthy living websites and blogs.

They’re reaching out to like-minded consumers.

“We try to pack the menu update with trends that meet our repeat clients’ needs as well as meet the growing standards of wellness-minded spa guests,” says Rosario. “These enhancements will improve our standards and create a memorable spa experience.” n

SPA QUICK FACTS Spa open date: 2005 Facilities/amenities: 2,200 meters, 16 treatment cabins, two water ritual facilities with sauna, steam room, and Jacuzzi. Zen Area for muay thai classes, thai chi, Zumba, pilates, yoga and kick boxing.

Percentage of guests (male vs. female): 50/50 Number of full-time spa staff: 102 (Dominicans, Indonesian and Philippines) Product lines used: Sothys, Skin Fitness and Pevonia.

Most used marketing channel: Facebook Website: melia.com, yhispa.com Phone Number: 1.809.688.5000 Facebook link: facebook.com/ParadisusPalmaReal Instagram: @paradisusbymelia

Creating a space for complete relaxation is key for Rosario and the staff at YHI Spa.

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Twitter: @paradisuspalma

TRENDING

R E TA I L T R E N D S

How Spa Will Thrive in the Future of Retail ONLINE SALES HAVE BEEN GROWING at such an alarming rate, traditional retailers can’t keep up. It seems a new large chain store is shutting its doors every week. So,

BY KELLY HEITZ

what direction is retail headed and how does all this affect the spa retail space? To get both sides of the equation, we asked a spa director—Dawn Tardif, founder and CEO of BodiScience Wellness Center & Spa in Beverly, Massachusetts—and a resource partner—John Linnehan, director of sales and merchandising at Ipanema in Orlando, Florida—to weigh in on what’s trending in the world of retail and how spas can use those trends to thrive.

1.

1.

PRODUCT QUALITY, TRANSPARENCY AND SUSTAINABILITY

These days, you can find pretty much any information you want online, which means shoppers are no longer content not knowing everything about the products they’re purchasing.

“Regardless of the market segment, I wholeheartedly believe that the best product with the most thoughtful merchandising and the most compelling backstory will always be the first choice of retailers,” says Linnehan.

Consumers are becoming more interested and invested in where their money is going rather than simply what it’s buying, which means it’s not enough anymore to sell high-quality products with no information on their backstories.

Abbajay agrees by saying: “Transparency is a movement, not a fad. It’s getting to the heart and mission of a company’s practice. The public is driving this shift, and it’s not just limited to one generation; it is invigorated and demanded by all ages. Clearly, we live in a world where content goes viral in seconds, so trust and honesty is a crucial measurement as over half of consumers today will check the ingredients before purchasing.”

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2.

MOBILE PAYMENT SOLUTIONS

TechCrunch estimates that 70 percent of all mobile users in the United States will make a mobile payment in 2017. Mobile payments in general this year are expected to total US$60 billion, and according to Business Insider, by 2020 mobile payments will account for US$503 billion in sales.

“Quick and easy payment methods are what consumers are seeking as our lives have sped up,” notes Tardif. “Having tablets accessible, membership programs, and prepaid services will allow the spa client to feel special and connected to the spa, at the same time allow for ease of purchase and limited waiting.”

Linnehan agrees by saying, “Making it easier for customers to actually pay for goods and services should be a no-brainer for any retailer for obvious reasons. Common sense tells me that a person treating themselves to a spa day isn’t necessarily carrying a purse or wallet under their soft and fluffy robe.

They’re much more likely to be wearing their Apple Watch or Fitbit or other piece of wearable tech that has a built-in payment system. A mobile payment

solution allows that person to instantly purchase a bottle of water, an acai bowl, or a pair of sandals without needing to get out of their seat. Purchase made, money collected, happy customer!”

Retailers, even spas, who don’t soon implement mobile payment solutions will fall behind and risk losing out on sales, and, if the predictions are any indication, miss out on a lot of money.

3.

OMNICHANNEL

In 2017, retailers worldwide are pushing their omnichannel strategies further than ever before in the pursuit of truly seamless shopping experiences. The retail world is full of examples of this.

Two big ones? Domino’s has recently introduced ordering via Facebook Messenger, and Starbucks’ mobile app allows customers to order and pay before picking up in-store.

“Retailers increasing their reach through omnichannels has become a necessity. In our industry, we need to anticipate our clients’ needs, and how they wish to be contacted,” notes Tardif.

“Consumers today expect a seamless experience from the companies they interact with most frequently.”

4.

4.

SPECIALTY STORES OVER DEPARTMENT STORES

Specialty stores—those that focus on particular categories— will have a leg up this year as consumer interests focus in on curated selections and localized wares. They’re also generally considered trendier than old-school department stores and can create a more interactive experience for a targeted customer base. These details cater to millennials—who are, of course, today’s most sought-after shoppers.

“I think it’s obvious that a specialty store would be more productive than a department store simply because a specialty store would be more focused, allowing it to be able to curate its product offering more efficiently and therefore making it more productive.” So it seems the spa retail space has a leg up

“Retailers increasing their reach through omnichannels has become a necessity.

In our industry we need to anticipate our clients’ needs.” this year, as long as spa retailers are doing everything they can to keep the shopping experience personalized and educational for guests.

Tardif agrees. “Today you see department stores struggling with their brand and restructuring their ideal consumer experience space to fit with what specialty stores are doing.”

Saks, for example, just opened the Saks Wellery, a 16,000 square foot interactive wellness space in its New York flagship store that incorporates massage stations, fitness classes, meditation rooms; specialties the spa is already thriving in.

“Any store of the future will need to fill a bigger purpose than just selling merchandise,” adds Abbajay. “The new store format that will remain relevant will be open and inviting to get the customer to linger around to interact and experience various offerings. Think eye brow shaping on the cosmetics floor or hip in-store product festivals. Retail will soon be about experience rather than selling.”. n F E AT U R E D S O U R C E S

DAWN TARDIF Founder and CEO BodiScience Wellness Center & Spa BEVERLY, MASSACHUSETTS

JOHN LINNEHAN SHARILYN ABBAJAY Director of Sales and Merchandising Ipanema

Founder, Abbajay & Associates, LLC

ORLANDO, FLORIDA

WASHINGTON, D.C.

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SOLVING INDUSTRY PROBLEMS

How to Increase Retail Sales in the Internet Age RETAIL SALES ARE AN IMPORTANT income source for spas. According to a July 2016 ISPA Snapshot Survey, 38 percent of spas reported an average of 10 to 15 percent of their total annual sales revenue came from retail sales. But spas face a greater competitor than each other these days when it comes to selling retail: the internet. You can’t beat Amazon, but you can be something better for your customers: a complete educational resource. Internet retailers may have fast and free shipping, but the spa has licensed experts who can cater to each individual customer in a way the internet will never be able to accomplish. By following a few key marketing tips, you can create unwavering brand loyalty and increase your retail sales numbers, even in the age of the internet.

Selecting the Right Brand Partners First off, selecting the right brand partners is key.

There are many amazing products in bottles, I look for three key characteristics in my vendor partners.

1.

1. Exceptional customer service, which includes the partnership being as important to them as it is to me.

2. Good products with good ingredients from a company that shares my same values, mission and vision.

3. A vendor with a strong marketing plan that can really help me build our partnership in many different directions.

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BY JULIE PANKEY

“Together we must create unwavering brand loyalty so the internet, available 24/7 and even in the wee hours of the morning, does not hijack our customers.”

Additionally, some simple things my key vendors help with includes: merchandising, sales training, sales incentives for your team, promotion ideas, gratis product for special promotions and setting and monitoring goals.

But always keep in mind every relationship is two sided and as a spa manager or owner, it is up to us to build a good partnership between our spa business and spa vendor partners.

Training Your Staff to Sell Once we have selected the right mix of vendor partners, training is paramount. Vendors are eager to help with this, but we must take the lead and require our team to attend trainings and take it seriously.

Many therapists and estheticians simply don’t want to sell, but explain to your reluctant staff that retail sales training is more than just sales; it’s about building a trust with customers and going beyond the treatment space to educate them on self-care and self-improvement.

2.

We can also take it one step further by making sales a condition of employment.

But, if it is a condition of employment, as leaders we must give our teams the tools they need to be successful. Training, training and more training followed by coaching and encouragement is necessary to ensure your staff is successful in retail sales.

By focusing on true customer service and ongoing training, it becomes a more natural organic experience so that a client never feels sold to or pressured, just nurtured.

Go to Where Your Customers Are: Online Finally, we need to actively engage our customers. What I mean by this is that our regular customers should be so engaged with us and our business that they are no longer customers but brand advocates and raving fans. Engaging the customer will happen with several different touch points. It starts with providing exceptional service, and continues with

3.

1. Create a loyalty rewards program.

2. Keep your fans “in the know.”

Sort of like an exclusive insiders’ club. Let your fans know about new products, service updates, new staff, upgrades and improvements being done so that they feel personally connected to the spa.

3. Actively listen and react. Your customers are on Facebook, Twitter, Google+, YouTube, Pinterest etc. They are pinning, tagging, liking and following.

You need to actively listen to what your customers are engaging in online and participate. You need to provide content that is engaging and educational not promotional through your spa’s social media channels and website. these online marketing essentials.: You must personalize your business so that your customers can relate. Engage on a human level and share valuable content.

Following these key tips will help you win the game of staying relevant and creating brand loyalty in both the digital and non-digital world. n

ABOUT JULIE JMPankey Partners specialize in spa operations consulting, social media, website design,

CLICK HERE to learn Julie’s tips for building trust with customers to earn a sale.

marketing and brand development. Founder Julie Pankey, known as the 7-figure spa consultant, is a results-oriented spa industry expert and visionary.

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CONVERSATIONS WITH MICHEL PASCAL

BY KELLY HEITZ

Meditation is hard. Have you ever tried to empty your brain for 20 minutes? It’s nearly impossible. Plus, who has the time to sit still for half an hour? You’re bound to begin thinking about the million other things you have to do, which will completely defeat the purpose of taking the time to meditate to begin with.

Michel Pascal, French meditation teacher and author of Meditations for Daily Stress – 10 Practices for Immediate Well-being has a solution: integrate short but effective moments of mindfulness and calm throughout your daily life. He believes that changing how we meditate and learning to destress in the moment can affectively lower our overall daily stress levels. And you know what, it works. Pascal’s unique brand of meditation is being practiced at Google, Harvard University, and many other major organizations. His teachings have helped everyone from prisoners at the Amity Foundation to Uber drivers during rush hour in Los Angeles calm down in their moments of crises.

In this month’s Conversations, we asked Pascal about the theory behind his unique brand of meditation and how his new book will help destress our world.

PULSE: You provide many solutions and exercises for meditating in various situations: emergency meditations, solutions for meditating with eyes open in the workplace, or even ways to meditate with a computer or phone. Can one reap the benefits of these brief meditations by choosing even just one style?

Pascal: Yes! For example, my cell phone might be my only daily practice. Or greeting a person by sincerely asking “how are you?” This could also be my daily practice. Any situation is an opportunity to train our minds. In the Tibetan language, meditation doesn’t mean the meditation that we see everywhere in America, with a beautiful girl sitting in the lotus position facing a lake. Instead it means to train our minds in our daily lives. Meditation for Daily Stress is a revolutionary

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way of meditating because it is an authentic way. As in a monastic life, we use any and every situation to train our mind so we rediscover our life in every moment.

P: What is your suggestion for those who can’t seem to meditate or focus their mind long enough to see the benefits?

MP: It can be very difficult to practice the cliché methods of meditation. How can we say to a head of a company who works 15 hours every day, “My friend, let go of your activities now, just focus on your breath?” How can we say this to a child with ADHD, or to a prisoner? We realize how those techniques are not suited to the times we live in. My Rinpoche, (spiritual director) said, “Meditation is not a technique, a tip or advice, it

is a spiritual experience that you can feel in literally seconds.”

In just one second, we can touch our soul, our spiritual dimension, our eternity.

P: What inspired you to create the short meditation exercises in your book after studying meditation with masters for so many years?

MP: I saw day after day, year after year how people were becoming more and more stressed. The idea to write Meditation for Daily Stress first came to my mind when I was in my monastery in the Himalayas. I thought that by creating a sort of revolution in meditation, I would help to change the perception of meditation and invite many people into the practice who otherwise would never have considered it. So, I decided to write this book like a mission to help all the people I could. I have seen the results benefit students, children, prisoners, political leaders and executives in large companies. I see how it can change the perception of meditation and help people become calmer and more relaxed immediately.

P: Can regular practice of these short meditations train the body’s stress response in the long run?

MP: It is not a question of quantity but quality, and where we practice. If we practice relaxation outside of the stressor, we don’t give our brain the correct information of how to calm down.

Instead, when we regularly practice meditation throughout our daily lives we have an immediate response.

P: Given the epidemic of stress in today’s world, do you believe that mediation is enough to help mitigate stress and change habits that lead to burnout?

MP: Of course we need to be physically active, eat healthy

foods, regularly get sufficient sleep without drinking alcohol or taking drugs, but stress is a neurochemical addiction, probably the worst one, because we think it is normal to be stressed all the time. Stress is a major cause of disease and death in our world.

If we are physically active, but we are feeling stress in our mind we are destroying the benefit of our activities. If after we are active our brain is running all the time at the workplace, there is little or no benefit from the activity.

Same for food. We can eat vegan, healthy, organic, but if we are stressed, if our brain is running all the time, we create a lot of acid in our stomach, so the benefit of healthy food is not able to be maximized by the body.

So, the highest key is to be more calm in your daily life, because if we are calmer we are less stressed; we are healthier, happier, more active, more productive.

P: You mention in your book that peace is everywhere, not just in a two-week yoga retreat. Do you believe that a person addicted to a high-stress lifestyle can find inner peace even in the most chaotic of situations?

MP: Yes, it is possible, and it is exactly what I teach every day. It is important for the brain to understand, to receive the signal, that to be calm in daily life is possible. It is a question of our mental habits, so the cognitive process in our brain and each of the cells of our body can be affected. Every cell is like a person, when a cell is educated with a wrong perception of meditation, the cell can’t be calm. When the right information is received, suddenly our office becomes our meditation center, our subway becomes the place to restore our energy, and so on. n July 2017

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SEE + BE SEEN ISPA’s 2017 West Coast Media Event & Board Meeting

T

he beautiful Montage Beverly Hills welcomed ISPA with open arms for our annual West Coast Media Event. The event, which showcases member spas and resource partners to the media, was an absolute success. Over 60 percent of the media in attendance were new, meaning sponsors could reach a broader audience than ever before.

The Media Event also coincided with the ISPA Board of Directors June Meeting. After a long day of ISPA

business, the board members enjoyed an al fresco dinner served family-style.

ISPA Board Chairman Todd Shaw shows off the coveted event gift bags.

The teamsfrom Relâche Spa at Gaylord Hotels and Elemis smile between Biotec Eye and Lip Duo treatments.

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Kohler Waters Spa helping a media attendee relax with a massage.

A therapist from Aspira The Spa in Elkhart, Wisconsin performing Facial Renewal Acupuncture on a member of the media.

From left to right: Noel Asmar, Frank Pitsikalis, Robert Misener, Robert Vance, Samantha Smith, Jennifer Duckworth, Lynne McNees and Todd Hewitt enjoy the L.A. sunshine after a productive board meeting.

A Hydropeptide facialist performing a customized treatment at Four Seasons Resort The Biltmore Santa Barbara's booth.

Board embers Garrett Mersberger and Frank Pitsikalis enjoy an al fresco dining experience The Montage's Georgie's restaurant.

Red Mountain Resort introduces their Acupuncture Happy Hour, which features halotherapy and Tibetan Sound Bowl Healing.

Spa Ssakwa'q'n at Coeur D'Alene Resort performing their Babor Intensive Ampoule Treatment on a thoroughly relaxed journalist.

DO YOU WANT TO BE SEEN? Submit photos from your events to kelly.heitz@ispastaff.com and you might see yourself in the next issue of Pulse!

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HOW TO HANDLE

Sales Rejection A Guide to Turning Learning from the No’s BY NATALIE STEZOVSKY AND MORENE MOUSER OF INFLUENCE & CO.

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o really understand rejection and turn it into an opportunity for your company—and your growth as a salesperson—you’ve got to think about it differently. There are plenty of reasons why a sale might not have gone through: maybe the timing was off, the budget wasn’t there or a competitor of yours came in with a better value proposition. Whatever it was, you must figure out what happened so you can learn from it.

To help you do exactly that, here are six ways to handle sales rejection:

T

Rejection is never easy, whether it’s in your personal life or your professional one.

And when you work in sales, it’s unavoidable. No matter how solid your pitch is or how many calls you take, you’re simply not going to win every single deal you’re going after. Rejection is part of the job; what matters is how you handle it.

LEARN FROM YOUR MISTAKES. As we mentioned earlier, there could be any number of reasons why you might have lost a sale — and some of those reasons are beyond your control. The first step in handling rejection is to figure out why the sale was lost, identify the factors you can control and start recognizing trends among those factors outside your control.

One thing our sales team at Influence & Co. always does after a loss is ask our prospects why they decided not to go with us. This helps us gain a deeper understanding of what happened and why, and it gives us the feedback we need to learn and improve for the next sales opportunity that walks through the door.

To guide your team through this process of feedback, reflection and action for next time, think through these questions: l Were you talking to the right decision makers? l Did you truly and fully understand their problems? l Did you put together a proposal that met their needs and eliminated surprises?

1.

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l l

l

Did you know whether they were evaluating any of your competitors?

Did you provide value to them and offer educational resources to help them make the best decision?

Do you understand why they turned down your proposal?

LOOK FOR OPPORTUNITY IN REJECTION. Just because someone can’t or doesn’t want to work with you today doesn’t mean all opportunity is lost. You have the chance to use content to build your industry influence and remain a valuable resource to the partners, prospects and contacts in your network, whether or

2.

not they decide to become clients or customers of yours—so take it.

One of the most valuable things our sales team has learned was that a rejection should trigger your ask for a referral. If you’ve done your due diligence as a salesperson, even prospects who don’t sign with you can still become advocates for your brand and connect you to others who might be a better fit for your services.

To turn your rejections into advocacy, your first step is to make the ask. This is something that sales teams are often hesitant to do because they don’t see what other value they can derive from a contact who’s rejected them. But that’s

the wrong way of looking at it.

Don’t be afraid of the ask. The next time you get a “no,” ask for a referral to someone who might benefit from a conversation with you. And to reinforce the value you offer to your network, establish a partnership referral program to reward those losses-turned-advocates who are helping you out. It can definitely benefit you (and your partners) in the long run.

MEASURE LONG-TERM PROGRESS NOT SHORT-TERM SETBACKS. And speaking of the long run, don’t let yourself become so consumed with short-

3.

“Dont be afraid of the ask. The next time you get a ‘no’ ask for a referral to someone who might benefit from a conversation with you. And to reinforce the value you offer.”

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“What do you have to lose by checking in with them every few months to see how things are going?”

term wins and losses that you lose sight of what you’re out to accomplish over the long term. Yes, short-term goals are valuable, but if they’re the only way you’re measuring your success as a salesperson, you’ll find yourself on an emotional roller coaster, riding highs during your good sales months and hitting lows during others.

For example, you could have a terrible month and still end up with a great quarter overall, and that, in turn, could average out to be exactly what you need to hit your year-end goal.

If you became discouraged, lost confidence and quit trying any time someone said “no,” you’d be out of a job pretty quickly — especially when you consider how long sales cycles are and how many follow-ups most sales require.

That’s why long-term goals are so important. Keeping long-term goals in

mind will help you keep things in perspective because they lift your focus from any immediate losses to the bigger picture of your progress over time.

content to build trust, touch base, help him out, educate him and more so that, when he’s ready, you’re the first person he thinks of.

4.

RECOGNIZE THE VALUE OF YOUR TIME. Depending on what you’re selling, you could find yourself on 100 calls with various prospects before you land a sale.

Whether your ratio is 50:1 or 1,000:1, knowing how much time you’re putting into your sales—and what that return looks like for yourself and your company—can change your perspective and keep you motivated to reach your goals.

By dividing your average sales commission by the average number of calls and emails it takes you to make a sale, you can assign a dollar amount to your follow-ups. This can help in two

STAY ON TOP OF MIND. To help yourself meet those long-term goals you’ve set, it’s crucial to stay top of mind with your contacts—especially those who’ve said no in the past.

Consider this: You were rejected by a prospect who decided he or she would rather handle things internally than outsource. What do you have to lose by checking in with him or her every few months to see how things are going, keeping your company top of mind should anything change in the future?

It takes time, but it’s entirely possible.

And to do it, you’ve got to use your

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major ways: it keeps you from feeling discouraged when you get a “no” because you can see clearly that the call wasn’t a waste of your time; it just means you’re that much closer to getting a “yes” in the future. It also empowers you to help prospects end conversations that clearly aren’t going anywhere, rather than drag out a process that won’t end up benefiting either of you.

CELEBRATE AND REWARD YOUR WINS. You’ll experience countless rejections in your work as a salesperson—but you’ll also land wins that make every rejection feel like a necessary building block. Those sales will demand hard work, and when it pays off, you and your team should absolutely be rewarded and celebrate your successes.

We’ve drummed up quite a few incentives for our own sales team when someone makes a sale: we ring a bell for our team to hear and celebrate, and our sales team leader sends out a message to the entire team to congratulate us. We’ve also rolled out a “Sales Call of the Month” contest to highlight salespeople who do truly awesome work on their calls each month and to learn from each person’s approach.

Knowing what kind of praise, rewards and other incentives motivate you and your fellow salespeople is critical to moving past rejections and focusing on the next opportunity. The better you know the feeling of getting to a “yes,” the more motivated you’ll be to continuously strive for the next one.

Rejection is a fact of life for every salesperson. And while rejection sounds negative on the surface, it doesn’t have to be a bad thing. Handling sales rejection is all about looking at the silver lining of each “no” you receive. There’s opportunity all around you — you’ve just got to be in the mindset to see it. n

6.

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REJECTION CHEAT SHEET

Remember these quick tips when analyzing your sales rejections and preparing to take on your next challenge:

1.

2.

3.

4.

5.

6.

Don’t take it personally. Hold yourself accountable by focusing on the parts of the process you can control.

Learn from your mistakes.

Uncover the reasons behind each rejection; you might find valuable information to help your team and the company as a whole improve.

Don’t be afraid to ask a lead who said “no” to give you a referral to someone else who might be a better fit.

Always stay top of mind; you might not be a good fit now, but you could be down the road.

Know your numbers and the value of each call, email and touchpoint.

AUTHORS

NATALIE STEZOVSKY currently serves as the vice president for Influence & Co., which is a content marketing firm that specializes in creating engaging content that fuels companies existing content marketing efforts to position key employees as influencers in their industry. Her role is centered around establishing valuable partnerships with agencies, companies and brands to support their clients with their content marketing initiatives.

MORENA MOUSER is the assistant vice president at Influence & Co. You can find Morene getting a deep tissue massage or sipping an iced caramel macchiato at the local coffee shop.

“We like to party. We like, we like to party!”

Vengaboys knew what they were talking about when they produced that song back in 1999. You know who enjoys a good party? Your customers.

The great thing about hosting events in the spa is they can be endless opportunities to create unforgettable experiences. The best way to win new clients and continue to build your brand is by establishing actual relationships with your customers. The perfect way to do just that is through events and parties.

STEPS TO ROCKING YOUR NEXT EVENT

BY AMBER PHILLIPS

Events allow you to open your spa to both new and loyal guests simultaneously.

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Bringing together other businesses in the community--like food trucks--allows you to broaden your event's guest list.

stablishing relationships and face-to-face connections has become vital for any business to truly be successful. We are blessed with the luxury of social media and other various online avenues to make connections a breeze. Thanks to this new digital reality, your clients are looking for companies that bring valuable content, services and relationships to their world. “Events have played a key role in developing brand awareness as we use the event to leverage far past the attendees who got to be there in person,” says Paul Heslop, owner and CEO of Salt of the Earth, a natural skincare company based in Utah. “A major reason we run events is to promote to the rest of the world that we held the event and what we were trying to promote.” This kind of engagement with your customers allows promotion of your brand in a more innovative way than traditional advertising and

marketing tactics. Customers want you to engage them with information, education, and fun.

“Events are a fun way to get to know your regular clients better, reconnect with clients who have fallen off the radar, and be introduced to people who would be a good fit with your business, either because they are friends with your current clients or have interests in line with what your spa does or the organizations your event supports,” says Cassie Sampson, owner of East Village Spa in Des Moines, Iowa. East Village Spa’s signature annual event, “Spalloween” is a fundraiser for animal rescue groups. At the event, spa employees provide mini services including brow shaping, chair massage, hand massage, polish change manicures with “spooky” accent nail art, and demonstrations of Ashiatsu barefoot massage. Guests can sign up for mini services and each service has a suggested donation that goes directly to the charity. The event also features a silent auction,

“Events have played a key role in developing brand awareness as we use the event to leverage far past the attendees who got to be there in person.”

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raffle, and Halloween-themed snacks and cocktails. Sampson adds that the event has become a fun way to engage their regular clients, and introduce the spa to prospective clients in a fun and inviting way.

Well planned events like Sampson’s not only blend marketing, branding and fun, but also create an atmosphere that puts everyone in a receptive mood, eager to learn more about your spas brands and services.

“Events are a true way to expose new products and services that the spa is offering to their local clientele, as well as people visiting from other areas,” says Gina Jacoby-Clements, chief inspiration officer at ROI Revenue of Inspiration, a spa consulting firm that specializes in improving spa retail spaces. “When a client is exposed to something for the first time in a positive manner, that creates a positive memory which will be on the forefront of their mind the next time they need a product or service.”

These positive experiences can be a simple product launch, a holiday themed promotion or a black-tie annual charity dinner. While the event theme may vary, the purpose and goals

of the event should remain the same: strengthen relationships with current clients, increase brand awareness, educate the public and have fun.

“Innovative events add to the bottom line and create a buzz in the community,” agrees Jennifer Di Francesco, spa and sports director at The Spa at Toscana Country Club in Indian Wells, California. For some companies planning events and creating that buzz can be a daunting task. So here are several tips to help ensure a successful event, every single time.

Build a spa database Before you begin the planning process and compiling the event details, ensure you have a database of clients and potential clients that is in prime working order. All marketing initiatives and events should require an email check in where attendees provide an email address. Capturing this information and keeping it organized will be helpful in building a viable database.

“Innovative events add to the bottom line and create a buzz in the community.”

East Village Spa's "Spalloween" has become a popular annual community event. Both guests and staff get into the spirit of the holiday with themed treatments and plenty of costumes.

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“If the event is done right, you'll create an unforgettable experience...which will add excitement to what you offer.”

Toscana's "Man Cave" event has been successful in attracting more men to the club's spa.

Create an event calendar early to allow for planning and execution.

Plan the spa event calendar in the first quarter of the year. Have marketing collateral created that highlights events to pass out to clients. Try coordinating themed events with holidays that lend themselves to the spa atmosphere, like Mother’s Day or Valentine’s Day. Heslop hosted a successful “Date Night” event the weekend before Valentine’s Day, where guests were encouraged to bring a date.

“Rather than getting our regular female attendees, we were able to double up by having their husbands attend as well,” recalls Heslop. This instantly doubled the brand’s reach in a fun and inventive setting.

Decide on event goals.

Create a pre-event worksheet to organize your event. Your event goals should be clear and communicated to all employees and other businesses you partner with.

Heslop adds, “Having clear cut goals helps us stay focused on the purpose of why we are running the event.”

Finalize a budget.

The bottom line will be used to measure the success of an event. During the preplanning phase, be sure to include all expenses in your budget. Cross-promotion with another brand or spa is a great way to

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share the event expenses. “Cross-promotion has worked for us quite well for events,” says Heslop. “Spas and vendors partnering assists in leveraging each other’s audiences, customers and offerings for a greater cause or promotion.

When our spa partners have asked for samples or event raffle prizes, we’ve never declined an opportunity to be involved on some level. Spas have assets, vendors have assets. When these are combined, it creates a better event.”

Promote your event across all platforms.

Overspending is easy to do when it comes to events, so use marketing that is low-cost. Create a Facebook event, add your event to local calendars, and get your staff involved by encouraging them to promote the event. Jacoby-Clements goes the extra mile and sends hand written personal invites to their

local top VIP clients. “No-one receives a hand-written note these days! This is such an elegant and thoughtful touch.”

Be creative and think outside the box.

A special experience will be one that your clients remember. Events that have a charity tie-in tend to be very successful. Clients want to support a business that supports something they care about. “We’ve found that people who are passionate about a charity we love have values in line with our spa values, so they are a natural fit to become our clients,” says Sampson.

Post-Event Evaluation.

When the event is complete be sure to evaluate the success of the event. Were your goals met? Did you strengthen your relationship with current clients? Were you introduced to new clients? Heslop recommends having a videographer at the event who has quick editing turn-around. “The rest of the world, the other customers who can’t make it, need to see what they missed out on.” This FOMO (fear of missing out) can be almost as powerful as the event itself in driving your brand awareness, online following, and in-house sales.

“If the event is done right you will create an ‘unforgettable experience’ with fond memories of your customer’s time at the event,” adds Jacoby-Clements. “This will add excitement to what you offer and the customer will want to partake in future events.”

Make it your goal to execute well-designed events that create moments for your current clients, potential clients and team to smile and engage together. Events create the kind of loyalty, trust and personal connections that will allow your spa to stand out. n

Teaming up with a resource partner is a great way to add value to your event with themed treatments, raffle prizes and more.

CLICK HERE for a list of successful event ideas to add to your calendar.

F E AT U R E D S O U R C E S

CASSIE SAMPSON

PAUL HESLOP

Owner, Licensed Massage Therapist, East Village Spa

Owner & CEO Salt of the Earth

DES MOINES, IOWA

WOODS CROSS, UTAH

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JENNIFER DI FRANCESCO

GINA JACOBYCLEMENTS

Spa & Sports Director Spa at Toscana Country Club

Chief Inspiration Officer ROI Revenue of Inspiration

INDIAN WELLS, CALIFORNIA

NEWBURY PARK, CALIFORNIA

SLEEP IS THE BEST MEDICINE:

THE IMPORTANCE OF

S leep

BY JESSICA PFISTER

Therapy in Spa Treatments

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Sleep deprivation is quickly becoming a major health epidemic, affecting an estimated 45 percent of the world’s population,

“Sleep disorders have increased in recent years and are now seen as a public health problem,” notes Dr. Luis Felipe Menezes Martins, clinical director at Kurotel Longevity Medical Center and Spa in Gramado, Brazil. “Sleep insufficiency can lead to various health disorders and chronic diseases such as hypertension, diabetes, depression, and obesity, as well as cancer, increased mortality, and reduced quality of life and productivity.” Today’s consumers are looking for long-term solutions to their sleep issues, not just a quick medicated fix. It seems evident that now more than ever spas should provide sleep treatments to their customers.

Pinpointing Treatment Options

according to the World Association of Sleep

There are different levels of sleep deprivation and the severity of the disorder can vary from person to person, and although spa treatments can be beneficial to all, it is important to know the specifics of the disorder to properly treat the issue. “Spa

Medicine. With the busy lifestyles we lead in our professional and personal lives, it’s no surprise that sleep disorders are on the rise. A lifestyle of poor sleeping patterns and lack of quality sleep can contribute to various health concerns down the road.

Yoga and other activities offered at the Lodge at Woodloch allow guests the opportunity to learn to unwind both at the spa and at home.

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treatments can help those who suffer from sleep disorders in many ways as it is the perfect setting to boost relaxation, manage stress, eat healthy and practice guided physical activity,” adds Dr. Martins. “First things first, an accurate diagnosis will make all the difference in administering the most beneficial treatment.”

Kurotel Longevity Medical Center and Spa offers a Polysomnography test, which is a sleep study that detects primary sleep disorders. In addition to this test, Kurotel offers a very specific program to identify and treat sleep disorders through a stress and anxiety assessment. This diagnosis tool, based on scientific evidence, matches up the disorder at hand with special therapies such as sleep hygiene, behavioral cognitive therapy, meditation, yoga, Watsu, Shiatsu, and massage sessions, which can all help treat sleep disorders

The Spa at Ojai aims to teach guests tools like proper yoga and mediation that they can use to improve their sleep at home.

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at the origin and not just the symptoms alone.

As most spas don’t have access to these extensive tests, it can be difficult to hone in on exactly what your customer is searching for. A one-on-one consultation between client and therapist before the first treatment can work wonders in getting to the root of a guest’s individual problem and allows your therapist to customize treatments to their specific needs. Another great idea might be to partner with a local sleep clinic or specialist to provide their patients with special sleep therapies. A partnership like this could mean more accurate treatments as well as additional referrals to the spa.

Helping Guests Recognize Relaxation “Certain sleep disorders require medical attention and evaluation. Many people,

however, suffer from stress related sleep disorders,” says Ilana Alberico, founding partner and CEO of Innovative Spa Management. “The stress can be positive or negative but either way it affects their ability to stay and fall asleep. Regular visits to the spa can aid in developing a habit of recognizing relaxation.”

When guests receive a spa treatment, they are given a space to focus on nothing but relaxation: their breathing changes, thoughts shift, they relax. The environment is also enhanced for guests through aromatherapy, high quality linens, lighting, and music. By helping guests recognize this sensation of relaxation, you can teach them to foster it again at home through altering breathing, observing thoughts, meditating and using aromatherapy.

Alberico adds, “Once at home, guests can use the same relaxing aromatherapy

introduced at the spa in the bath or on their body, which facilitates memory of that relaxed time and ultimately assists in falling asleep faster and staying asleep longer.” By teaching sleep-deprived guests to make spa visits a common practice, they may be able to completely remedy their sleep deprivation.

There are many ways in which spas can help their clients get a better quality of sleep as well as an abundance of products to assist with these treatments including aromatherapy and essential oils. “Spas can really provide a safe, nurturing, quiet environment with holistic treatments that will help one let go of tensions to feel more grounded and start their healing journey,” says Judith Bourgeois, director of education and sales at Shankara Inc., an ayurvedicinspired natural skincare company based in Uvalde, Texas. Shankara’s Calming Body Oil and Calming Essence (aromatherapeutically designed to address sleep conditions), Hair and Scalp Oil or Shirodhara Oil (for professional use only) are products that assist with sleep issues both at the spa and once the client goes home. Using products specifically designed for

calming or sleep therapies will help guests into a genuinely relaxed state, which they will eventually learn to mimic at home.

Stressed Customers Looking to Spa “Since quality of sleep is important to the overall wellness of an individual, in addition to the physical therapeutic elements of a traditional spa experience like body work or skin care, guests look to spa professionals to aid in that wellness,” says Kate Morrison, spa director at The Ojai Valley Inn & Spa In Ojai, California.

Continued ISPA research proves that the number one reason people go to the spa worldwide is to relieve stress.

Reducing stress has a direct correlation

with a more restful sleep. “People who are struggling to sleep due to overstimulation and stress need help unwinding,” says Alberico. “Spas can provide atmosphere, education and treatments that foster stillness, mindfulness and wellness. Spas can utilize many holistic approaches to sleep disorders ranging from acupuncture, aromatherapy, parasympathetic massage techniques and more. Any treatment that helps a guest unwind and relax will ultimately reduce their overall stress.”

Nancy Deaton, spa director at The Lodge at Woodloch in Hawley, Pennsylvania feels strongly that being away from the stressors and anxieties of everyday life will allow guests to feel what it is like to ease into a relaxed state of mind. When spagoers seek thera-

“People are becoming more and more aware that good sleep is part of a healthy lifestyle. Leaving sleep off the menu at a spa is like leaving one of the pillars of health behind.”

Therapists should use every tool in their wheelhouse to address the needs of their sleep-deprived clients.

peutic treatments for sleep disorders, they are typically seeking ways to unwind and relax. The development of treatments in the spa industry that cater to those suffering from sleep disorders has now become more important than ever and the availability of these treatments in the spa environment is highly sought out by clients visiting spas.

“People are becoming more and more aware that good sleep is part of a healthy lifestyle,” says Deaton. “A good night’s sleep is monumental in making good decisions, staying in a good frame of mind, feeling active, looking beautiful and even maintaining a healthy weight.

Leaving sleep off the menu at a spa is like leaving one of the pillars of health behind.”

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Guests leave the spa leaving rejuvenated, but to completely do your job, they must also leave with the tools to improve their sleep once they return to their stressful lives.

Dr. Martins Tips for Getting a Good Night’s Sleep

The Lodge at Woodloch’s special treatment, the Restful Retreat features a specially designed chair that embraces guests in comfort and is shaped to contour the body in a relaxed lounged position. The specially crafted oil blends used in the treatment feature sleepinducing herbs from a local aromatherapists and are applied with gentle massage techniques to the head and feet to help ease guests into a restful state.

At The Ojai Valley Inn & Spa, an intuitive healer and certified hypnotherapist, Nancy Furst, offers sessions to guests that begin with a blessing of Native American prayer song accompanied by soft drumming. A selection of crystals, stones and wisdom cards initiate a path of self-discovery and clarification, lovingly inspired by her intuitive skills.

“Many guests are drawn to Nancy to help address sleep disorders,” notes Morrison. “One suggestion she offers is to create a bedtime ritual to manifest a sense of peace and calm at night. This can be accomplished by writing down any lingering thoughts or feelings from

1. Turn off the lights of your bedroom (the blue light emitted by your phone, tablet, computer, or TV is especially disruptive) to stimulate melatonin secretion, the sleep hormone. Your brain secretes more melatonin when it’s dark.

2. Have a relaxing ritual before going to bed: take a warm bath, meditate, listen to soft music, read a book by a soft light and control your mind with positive thoughts to help to release serotonin—a key hormone that helps to promote healthy sleep.

3. Be smart with what you eat and drink. Avoid caloric food within three hours before going to bed to help with digestion. Nicotine, caffeine and alcohol stimulates the central nervous system, avoid them within three hours of your bedtime. Also, drink water, but try

Your guests aren’t the only ones who need some shut-eye.

Follow these tips for getting your muchneeded rest.

not to drink anything after 8 p.m. to avoid waking up to go to the bathroom.

4. Vigorous exercise just before bed can make you alert; it may be best to exercise late in the afternoon.

5. Avoid self-medication. Besides increasing the risk of mortality, sleeping pills can have a damage effect and worsen the quality of your sleep. You also may experience a light drunkenness effect in the following day, which can lead to car crashes.

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Innovative Spa Management works closely with their spa clients to not only create soothing spaces at the spa, but also encourage guests to recreate the spa feeling at home.

the day and ceremoniously placing them out of your mind and into a journal.”

Other techniques include sound therapy, breathing rituals, connecting to nature, or meditation. These tools are useful to create a sense of calm and peace, to slow the mind and close the day free

from negative feelings or concerns.

While day spas don’t have the luxury of treating guests over a long period of time, they do have an added flexibility of offering guests multiple treatment sessions that promise continued treatment of their sleep ailment. All spas

can host sleep-specific events that will draw in customers seeking help with their sleep issues. This not only promotes repeat customers, but also encourages guests to continue to seek out the spa for continued and effective stress relief. n

F E AT U R E D S O U R C E S

ILANA ALBERICO Founding Partner & CEO ISM ASHEVILLE, NORTH CAROLINA

DR. LUIS FELIPE MENEZES MARTINS Clinical Director Kurotel Longevity Medical Center and Spa

JUDITH BOURGEOIS

KATE MORRISON

NANCY DEATON

Director of Education and Sales Shankara Inc

Spa Director The Ojai Valley Inn & Spa

Spa Director The Lodge at Woodloch

OJAI, CALIFORNIA

HAWLEY, PENNSYLVANIA

UVALDE, TEXAS

GRAMADO, BRAZIL

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A Day in the Life!

BY CALA MEIKLE

PAM SCULTHORP CEO, Body Bliss, Cottonwood, Arizona

rom a consumer’s standpoint, I’ve been interested in all things spa for as long as I can remember,” says newly appointed Body Bliss CEO Pam Sculthorp. “Now that I am part of the industry, I have seen what a close, tight knit family it is. It has been nothing but a joy to meet other members of the spa community as we all work together to enhance the well-being of others.”

As you can tell, jumping into the spa industry was a no-brainer for Sculthorp.

Previously working in manufacturing and quality of medical devices and biotech pharmaceutical products, her involvement with Body Bliss has provided a great way to continue her desire to be involved in an industry that enhances people’s health.

Sculthorp saw a unique opportunity in buying Body Bliss and jumped on it.

“With the growing wellness movement, I saw nothing but endless opportunities for growth,” she recalls. The company grabbed her attention and she hasn’t looked back. “I was impressed with the 52

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The life of a spa professional is a continuous cycle of daily responsibilities that help make the spa world go round. Pulse asks ISPA members to give us a sneak peek into their daily lives to help us understand the roles they play and the difference they make on a daily basis.

integrity of the company and the exceptional quality of the Body Bliss products.

As an Arizona resident, I loved that the company sources local indigenous botanicals, as well as pure essential oils from around the globe.”

Now that she’s settled in, staying busy at Body Bliss is never an issue. “There’s never a shortage of things to do, I’ll say that,” Sculthorp jokes. “I have two favorite analogies regarding buying Body Bliss, a well-established company that is in such a growth phase. It’s like jumping on a runaway freight train, and quite often I feel like I’m drinking from the fire hose!”

Her time ranges from working on initiatives that’s been set for the year to new projects, products and training for customers with Founder and Creative Director, Nick James. Duties around the company always vary. “My previous career was in quality management, so that part of me likes to pop in on production at times to keep an eye on how things are being done.”

Addressing the challenges of a growing company, is certainly no cake walk.

Sculthorp’s initiatives for 2017 include, “streamlining our product development, inventory controls and manufacturing systems, updating and improving the company website, while nurturing the relationships with current clients and exploring new opportunities for growth.”

As exhausting as that may sound, she also likes to keep fun a priority for employees. Maintaining a positive energy and balance to the work place is a necessity to her success. Collaborative work and strategy meetings are some of Sculthorpe’s favorite parts of her job

because everyone can bring their unique ideas and personalities to the table.

Here’s a closer look at a typical day in the life of Body Bliss’ new CEO: ★ 4:30 am That’s when my alarm goes off, and, yes, it’s still dark outside! I go through some personal emails, hug on my two Labrador retrievers (the Girls) and get ready for our morning walk. ★ 7:30 am The start of my hour-plus commute from Flagstaff to Cottonwood, Arizona. It’s a great time to think about what’s going on with the company, with new ideas popping up all the time. ★ 9:00 am The next few hours are spent checking company emails, checking in with staff and participating in our morning meetings—basically getting a sense of what’s going on for the day.

My office door is open pretty much all day, so, throughout the day, my staff will pop in to ask questions. Since I just bought the business six months ago, we’re still all in learning mode. Questions range from: “Can we buy this new piece of equipment?” to “What’s my policy on sick time, vacation time and holidays?” to “Here, smell this—what do you think?” ★ 4:30 pm With any kind of luck, I’m able to head out the door for the drive back up to Flagstaff. I’m exceedingly fortunate to have employees that can keep the company running smoothly without me. n

SPECIAL PULSE ADVERTISING SUPPLEMENT

Holiday

Buying Guide

Fill Your Spa with Cheer this Season It’s time to start planning your holiday retail lineup.

Be sure to check your list twice and include these ISPA resource partners on your buying list this year.

Aromatherapy Cinq Mondes

Zao Luv

cinqmondes.com • 1.800.937.4372

zaoluv.com • 1.412.918.6110

THE PRODUCT: aromacology Bath & shower collection is a set of five (1oz)

THE PRODUCT: the Box

bath and shower oils that combine the moisturizing power of plant oils and the beneficial properties of essential oils for body and mind. there are five combinations based on the aromacology and color principles of the five elements in chinese tao traditions.

o’/Gratitude aromafuel, includes zao luv’s aromafuel ignition Guide, and three aromafuels that correspond to different times of day: am, serving up morning gratitude with a whimsical citrus, md, a flowery and earthy aroma meant to reset gratitude, and pm. a lavender-based scent designed to serve gratitude and lull sweet dreams simultaneously.

WHY IT WORKS FOR HOLIDAY: simply unique and perfectly giftable, each

bath/shower oil is an incredibly aromatic experience and specially formulated for versatility. as a shower oil, it turns into a milky emulsion and then a creamy lather. as a bath oil, customers can soak and absorb the scents and energetic message that is tailored to their needs.

WHAT THEY’LL DO FOR YOU: this set can be accompanied by the retail

tester unit of five full-size bath oils to allow the customer to easily smell each bath/shower oil. the plexy tester unit makes a beautiful color statement with each bath/shower oil lined up and proudly on display. contact cinq mondes directly for current buy-in offers.

WHY IT WORKS FOR HOLIDAY:

Box o’/Gratitude is the unexpected stocking stuffer for the aromaluver. a unique gift experience for those looking to give a meaningful and thoughtful out of the ordinary gift. it sends a simple message to the receiver: i am grateful for you.

WHAT THEY’LL DO FOR YOU: zao luv will provide the spa with merchandising collateral piece to place next to the product. spa buyers can use discount code ispaHolidaY to receive 10 percent off their first order with zao luv. additionally, zao luv can provide a customized coupon code for guest checkout with the spa’s name on it as an incentive for repeat guests to remind them of their spa experience.

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EuroSpa eurospaaromatics.com • 1.800.395.6478

THE PRODUCT: the eurospa aromatics holiday gift box includes one

eight-ounce bottle and one two ounce bottles of your favorite eucalyptus oil showermist—the products that fill the box are up to you: lavender for relaxation, citrus for uplifting, or menthol for beating the winter blues.

WHY IT WORKS FOR HOLIDAY: unique gift items are the items most in demand. While there may be many lotions and potions in the retail inventory, there is only one showermist. eurospa’s limitededition holiday box makes it easy for your guests to do some holiday shopping while at your spa.

WHAT THEY’LL DO FOR YOU: eurospa can provide a display that can

be placed anywhere in the spa to help drive traffic to the retail area.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Beauty Chaleur Beauty

Chandanni Organic Beauty & Wellness

cHaleurBeautY.com • 1.844.924.2538

cHandanni.com • 1.805.667.9175

THE PRODUCT: the chaleur self-Heated facial treatment kit includes

THE PRODUCT: the potion is chandanni’s first facial serum. chandanni

everything needed to support a spa quality european facial experience at home. the gift set includes a heat activated, brightening program to support a full four-week treatment regimen.

has been experimenting with organic oils for over a year and has finally formulated a magical serum loaded with antioxidants, vitamins and nutrients. this serum penetrates deeply into the skin with active ingredients, replenishing and boosting cellular activity and regeneration.

WHY IT WORKS FOR HOLIDAY: not only will your client experience a one-

of-a-kind multi-sensory treatment in your spa room, the remarkable results from the chaleur selfHeated facial treatment will accelerate any at-home treatment program in as little as 10 minutes.

WHY IT WORKS FOR HOLIDAY: this product

will be popular because of its immediate efficacy. it works for all skin types and restores optimal radiance and regeneration to the skin’s surface—perfect for those holiday winter blues.

WHAT THEY’LL DO FOR YOU:

point-of-purchase merchandising collateral, suitable for year around use, is available, free of charge, with the purchase of eight or more kits. merchandising collateral are also available for purchase for orders under eight gift sets.

WHAT THEY’LL DO FOR YOU: chandanni is

offering a 20 percent discount code to all ispa members. use code ispavip at time of purchase. chandanni can also send marketing materials for display to help with sales.

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Dakota Biotech

ToGoSpa

lafloreskincare.com

toGospa.com • 1.888.773.1711

THE PRODUCT: laflore probiotic skin care features patent-pending

THE PRODUCT: Bamboo charcoal eyes by toGospa are micro-infused

technology that uses advanced science and the latest in biotechnologies to restore the skin’s flora for permanently healthy, beautiful skin. laflore brings peace to your skin—naturally.

collagen gel pads with aloe, vitamins c and e, amino acids and purifying bamboo charcoal. they’re perfect for the over-indulgent.

WHY IT WORKS FOR HOLIDAY: Good skin health is possible during all

times of the year with the protection of laflore’s proprietary probiotic technology, developed to protect your natural skin barrier. this three step system is quick and easy for the most hectic of holiday seasons.

WHY IT WORKS FOR HOLIDAY: charcoal is everywhere right now, which

means these Bamboo charcoal eyes are sure to fly off the shelves this holiday season. they’re great for stocking stuffers and hostess gifts.

WHAT THEY’LL DO FOR YOU: toGospa offers back bar and retail products

as well as retail displays.

WHAT THEY’LL DO FOR YOU: dakota Biotech will provide eight by ten merchandise displays for counter tops, post cards with pictures of the holiday box set and gift bags that can be mailed or given out to customers. they will also provide social media content and graphics for promotional use.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Eminence Organic Skin Care eminenceorGanics.com • 1.888.747.6342

THE PRODUCT: the must Have minis Gift set contains travel

size versions of five of eminence’s best-selling products.

Great as an introduction to the brand or for travel, this beautiful gift set is suitable for all skin types and will be enjoyed by all who receive it.

WHY IT WORKS FOR HOLIDAY: ideal for all skin types and ages, the must Have minis Gift set is the perfect choice on every shopper’s holiday list. this set includes the award-winning stone crop Gel Wash, strawberry rhubarb dermafoliant, Bamboo firming fluid, stone crop Whip moisturizer and the neroli age corrective eye serum.

WHAT THEY’LL DO FOR YOU: packaged in an elegant and convenient zipped pouch in faux suede, this gift set is perfect for a holiday getaway. customers will be able to easily bring a comprehensive routine anywhere they go and experience beautiful skin in any weather.

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Hemp Code

Sorella Apothecary

Hempcode.us • 1.305.510.7024

sorellaapotHecarY.com • 1.800.253.0450

THE PRODUCT: the Hemp code collection is a new lifestyle collection

THE PRODUCT: papaya pumpkin mask uses papaya and pumpkin to

made in italy using organic italian hemp oil. the brand’s skin care, hair care, home and amenities lines can be sold together in a bundle or separately.

hydrate and nourish uneven skin tones, sensitive, sunburned or rosacea-affected skin. the moisturizing ingredients nourish and calm while healing.

WHY IT WORKS FOR HOLIDAY: Hemp is one of the fastest growing trends

WHY IT WORKS FOR HOLIDAY: this sweet and spicy mask smells just like

in the natural products industry partly due to its health and sustainability benefits. consumers increasingly tend to shop for natural and organic products without wanting to give up on quality or results and brand image. this collection incorporates all of these characteristics.

the holidays, but provides a relaxing treatment all year long. it’s a perfect addition to your spa menu for a holiday-focused treatment and a great hostess gift for all those holiday parties.

WHAT THEY’LL DO FOR YOU: Hemp code will provide self-standing and

over-the-counter displays as well as all necessary printed and digital marketing and advertising materials. testers will be given to all new retailers and vendors. if interested, Hemp code will create a “christmas kit” that can be sold specifically in your store for the holidays. for customizations, please reach out to sara@hempcode.com directly.

WHAT THEY’LL DO FOR YOU: sorella apothecary offers shelf talkers that feature a beautiful photo as well as the key ingredients and benefits of each product. the brand also has great product recommendation cards that turn “selling” into “suggesting” and helps retail products to fly off your shelves.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Devices

Beauty The Industry Source

BioPhotas, Inc.

tHe industrYsource.com • 1.800.362.6245

BiopHotas.com • 1.714.838.1956

THE PRODUCT: Ginger lily farms Botanicals therapy fizzy Bomb Gift

THE PRODUCT: the celluma light therapy device treats a variety of condi-

sets contain four different therapy fizzy bombs to treat all your senses. each three-ounce bomb is individually wrapped and made from natural ingredients including 100 percent organic jojoba oil, cocoa butter, shea butter and pure olive oil to soothe and moisture skin and menthol to stimulate the senses.

tions including acne, wrinkles and pain. designed for use over the face, or anywhere on the body, celluma is easy-to-use, lightweight, portable and safe. its flexible design allows celluma to conform closely to the treatment area, a key to effectiveness.

WHY IT WORKS FOR HOLIDAY: ideal for both professional and home use,

celluma is a whole-body wellness device that invigorates cells to naturally rejuvenate the body and successfully treat a variety of skin, muscle and joint conditions.

WHY IT WORKS FOR HOLIDAY: these days, consumers are more inter-

ested in organic products than ever before — especially when it comes to skin care. Your guests want to get their holiday shopping done while they pamper themselves, and these bath bombs are a quick and easy gift for anyone on the list.

WHAT THEY’LL DO FOR YOU: each four pack comes in its full color hard board box with window and raffia gift bow. each bomb is wrapped in different color tissue paper and sealed with label. plus, you’ll get 14 percent savings when you buy 12 or more.

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WHAT THEY’LL DO FOR YOU: Biophotas offers educational trifold celluma brochures to display in your retail area for your guest’s enlightenment. for spas intending to stock celluma exclusively for 2017 holiday retail purposes, use code celBaG2017 for a free celluma carry Bag (value us$49.95) with each device. Guests can then discard packaging and use the bag to easily transport celluma anywhere in the world.

Fashion Anatomie

Helen Jon

anatomie.com • 1.303.576.1900

Helenjon.com 1.913.713.6216

THE PRODUCT: the kenya jacket is a fashion-forward update on the safari jacket

for adventures far and near. this sleek blazer feel style is nipped in at the waist for a flattering feminine fit and is outfitted with plenty of pockets for stashing all your travel essentials. crafted in anatomie’s signature fabric, a lightweight stretchy woven material developed in france, kenya is wrinkle-free, moisturewicking, quick-drying and highly durable.

WHY IT WORKS FOR HOLIDAY: the kenya jacket is the ultimate item to sell in a small space, with high roi and great margins. seven anatomie pieces fit into their famous packing cube, which makes for a fun packaging touch and incentivizes additional purchases.

WHAT THEY’LL DO FOR YOU: anatomie will provide an acrylic logo sign, customized displays designed by anatomie in house, packing cubes and sleep masks as gift with purchase, and staff incentives with free items to wear as uniforms. anatomie also sends mannequins upon request.

THE PRODUCT: the

Bikini Bag is a slate blue striped clutch with embroidered medallions on the front and back. it has a waterproofed interior, zipper closure, and wrist strap for ease of carrying. the Helen jon logo is on one side but the bikini bag can be embroidered with a hotel or spa logo on the other.

WHY IT WORKS FOR HOLIDAY: the Helen jon bikini bag is a very

versatile piece at a good price point. it can be used as a wet suit bag but can also be carried as a clutch. the slate blue stripes and medallion embroidery give the bikini bag a timeless, yet unique, quality that won’t go out of style and is easy to wear.

WHAT THEY’LL DO FOR YOU: Helen jon can customize the bikini bags to feature your spa or hotel’s logo. this branding will allow customers to take your name wherever they travel. Helen jon also provides high resolution photographs to assist in merchandising their products.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Fashion Ipanema

Noel Asmar

ipanemausa.com • 1.800.509.8889

noelasmar.com • 1.800.772.1408

THE PRODUCT: lenny desire is the fruit of a partnership with

THE PRODUCT: the noel asmar luxury traveler collection features a diverse range

Brazilian luxury swimwear brand, lenny neimeyer, and is a timeless, clean, and super-sophisticated t-strap sandal with a chic and simple metal “bit” at the top of the center strap. the adjustable strap easily slips on and off the foot once it’s set, for easy wearing in any situation.

of styles, ensuring there is a bag for every woman. modern design that radiates a timeless quality and expertly handcrafted in florence, italy using premium leathers, the collection includes seven unique styles thoughtfully designed for the contemporary woman on the go.

WHY IT WORKS FOR HOLIDAY: the italian leather accessories set speaks to the

modern wellness traveler and is the perfect add-on to a spa package or retail purchase. the minimal esthetic and versatility makes them easy to sell—imagine a spa gift card presented within a leather clutch!

WHY IT WORKS FOR HOLIDAY: lenny

WHAT THEY’LL DO FOR YOU: noel asmar offers world-class photography and a

desire’s clean lines and elegant simplicity, combined with its being extraordinarily comfortable, 100% recyclable and waterproof make it ideal for any spa and resort product mix. this timeless style is at home in any setting and with any wardrobe.

WHAT THEY’LL DO FOR YOU: from floor standing displays, slat wall pegs and brand signage to beach towels, tote bags and flip flop key chains, ipanema offers a variety of pop and promotional materials to make selling a breeze for spa partners.

dedicated client relations and marketing team to assist spa retailers with their needs. they are happy to provide custom social media assets, product knowledge sessions and in-store signage to promote the line.

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Home Comphy compHY.com • 1.323.225.8234

THE PRODUCT: comphy linens feature a luxuriously soft, high-performance fabric that took years to develop. originally designed as spa linens, comphy created a home line due to high customer demand. they’re 100 percent recyclable, treated for stain release, and even proven to promote sleep.

WHY IT WORKS FOR HOLIDAY: many spa guests experience the softness of comphy linens on the spa table and want to bring that feeling home. our home linens, spa robes and cozy knits are always holiday favorites because they make terrific gifts for almost anyone. there’s nothing more inviting than a comphy bed!

WHAT THEY’LL DO FOR YOU: Whether it’s their elegantly designed marketing materials and shelf talkers, sample swatches, the mini bed point-of-purchase model or the online design-a-Bed tool, comphy supports you at little to no extra cost with everything you need to boost your holiday sales. comphy even offers an online retail training program to assist your employees in selling.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Home Mind in Motion GetYourmindinmotion.com • 1.415.375.9583

THE PRODUCT: the unbreakable strength Blanket allows you to wrap

yourself or someone you love in the most inspiring, empowering and scrumptious blanket imaginable. this polycotton blended fleece blanket was proudly created as a source of warmth, positivity, nurturing and healing. Words matter and these words matter beyond measure!

WHY IT WORKS FOR HOLIDAY: Who doesn’t need a reminder of their

strength? Who couldn’t use more enrapture of optimism, especially over the holiday season? this blanket fits and inspires all and is the ideal gift of luxury and meaning.

WHAT THEY’LL DO FOR YOU: With every purchase, a blanket is donated to hospitals and

cancer treatment centers across the country.

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In the Spa ShimmerScreen sHimmerscreen.com • 1.914.664.7500

THE PRODUCT: shimmerscreen ball chain curtains are custom made in a wide

variety of styles, textures, shapes, sizes and colors. their custom designs go far beyond traditional beaded curtains, and are a great way to divide space without feeling closed-off.

WHY IT WORKS FOR HOLIDAY: shimmerscreen can be used to enhance your retail

or spa space specifically for the holiday season as room dividers, area separators, partitions, window treatments, modern curtains, displays and more.

WHAT THEY’LL DO FOR YOU: each product is custom-made and shimmerscreen will work closely with you to create the exact look you desire.

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Makeup jane iredale janeiredale.com • 1.800.817.5665

THE PRODUCT: dream. shimmer. flourish. in jane iredale’s

holiday 2017 collection. the Shimmer lip Gloss kit features three shimmery shades that deliver high-shine hydration and a lemony scent without being sticky. the Dream luminizer trio features three pearlescent powders that create a luminous soft-focus finish for eyes, lips and cheeks. and the Flourish refillable compact is a rose gold-tone compact with elegant orchid embellishment and a generous mirror.

WHY IT WORKS FOR HOLIDAY: Brighten up the season with luminous shades that look lovely on anyone. the dream. shimmer. flourish. Holiday collection lets you do just that with a high-shine gloss kit (including the shades Iced Mocha, Candied Rose and neW Plum Punch), a trio of pearlescent finishing powders and a gorgeous limited-edition compact.

WHAT THEY’LL DO FOR YOU: available print collateral pieces for this collection will include a sell sheet, a promo sign optimized for the jane iredale branded frame, a seasonal display graphic, and a postcard. digital collateral will include both client and customizable e-blasts.

SPECIAL PULSE ADVERTISING SUPPLEMENT

Nail

Makeup Make Up Factory

Dazzle Dry

makeupfactorYus.com • 1.646.320.5017

dazzledrY.com • 1.480.814.8300

THE PRODUCT: inspired by runway trends for Holiday 2017 these harmo-

THE PRODUCT: dazzle dry, the signature nail lacquer system that delivers high gloss and high performance without the use of harsh chemicals or uv light, is a four-step nail system that performs like a gel but removes like a polish, delivering a flawless finish in as little as five minutes. it’s the wow factor without the wait.

nious Beige couture eye shadows provide the ultimate day to evening transition looks and you can use dry or wet for long wear waterproof applications. the magnetic lip color in pure red last up to five hours and has innovative, magnetic packaging.

WHY IT WORKS FOR HOLIDAY: the holiday collection includes over 30 shimmer shades from dazzle dry. dazzle dry is formulated with the highest standards to give your clientele luxury care without compromise.

WHY IT WORKS FOR HOLIDAY: the boxed eye

colors have a color window to view the four harmonious shades, which include an animated tutorial diagram inside the packaging. the vanillin based lip colors are highly pigmented, long wear formulas, and the trademarked bullet shape fits any size lips. all products are dermatologically approved.

WHAT THEY’LL DO FOR YOU: dazzle dry is offering a complimentary promotional package for orders over us$50. this downloadable digital content will include shelf talkers, pos display, application tips, an ideas and tricks handout, emails and social media images, and suggested posts. You can also use code HoHoHo to receive free shipping off orders of us$75 or more or takeitoff to receive a free bottle of dd polish remover.

WHAT THEY’LL DO FOR YOU: make up factory’s covered modules don’t take up space and are customizable to with two retail products and one tester built into them. the luxury tester unit also has covers against airborne viruses. make up factory will provide innovative training tools for your team.

H

Tanning COOLA coolasuncare.com • 1.760.940.2125

THE PRODUCT: Gradual tan sunless anti-age face serum is the first global ecocert cosmos organic sunless tan formula, making it the best way to keep a summer glow going year-round.

WHY IT WORKS FOR HOLIDAY: While we start to cover up our bodies for winter, your face can keep a healthy, natural-looking and subtle glow throughout the cooler months. Buh-bye pasty skin and hello gorgeous. it’s perfect for guests who wish to look their best through every holiday party.

WHAT THEY’LL DO FOR YOU: coola offers a full line of shelf-talkers highlighting both products and awards and recognitions, as well as testers and unique displays to garner attention and provide unmatched support and information. coola also offers a variety of promotional opportunities for opening order packages, new product additions, sampling support and display offerings.

SPECIAL PULSE ADVERTISING SUPPLEMENT

ASK THE EXPERT

DOUG STEPHENS

BY KELLY HEITZ

Retail is a huge aspect of the spa industry, but we seem to be at a tipping point. Are companies like Amazon and Sephora’s huge online marketplaces crushing the small spa retail space? Or do spas offer a unique immersive experience customers can’t get anywhere else. What does the future of retail look like and how does the spa retail space fit into that future?

We interviewed DOUG STEPHENS, futurist, keynote speaker, author and business advisor, and author of Reengineering Retail: The Future of Selling in a Post-Digital World, on his predictions about the future of Check out Doug’s new book Reengineering Retail on amazon.com.

retail in every industry. His predictions seem interestingly favorable for the spa world as he notes that

consumers will be looking for unique retail experiences, something spas can already deliver.

Pulse: How is retail as we know it done and what can we expect the future of retail to look like?

Stephens: Retail has, for most of its history been predicated on the notion of scarcity. Consumers craved certain products and brands and depended on physical stores to give them access to those things. Today, access isn’t the problem at all.

Consumers have abundant access to a universe of products.

The smartphone is now the biggest shopping mall on earth and its open 24 hours a day 365 days a year!

What’s more, we are now embarking on a host of new technologies that are going to completely redefine shopping as we know it. Connected appliances, homes and cars will all have the ability to monitor and manage the consumption and

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ordering of products according to your needs. Even products themselves, infused with sensors, will have the ability to reorder replacements when they run out or break! Virtual reality will give us the ability to transport ourselves to different places and situations to shop. We’ll truly be able to combine shopping and entertainment in the virtual world!

This puts conventional retailers in a position where, in order to remain viable, they’re going to have to reinvent themselves and their offerings in order to remain relevant. A few things become glaringly apparent.

First, retailers and brands no longer have the power to dictate where and when the consumer shops but have to be ready and available wherever the shopper needs them to be.

The consumer holds all the cards now. Secondly, physical stores must move beyond product and work to design and deliver truly engaging, unique, personalized and surprising experiences for shoppers. Stores will be places that people go to learn, be inspired, co-create and be entertained. It’s not that stores won’t sell products—they will. But the primary purpose will be to give customers something they can’t get online; a memorable, physical experience.

P: Why is it important for business owners to know what the future of retail is, even if retail is only a small component of their overall revenue?

S: The way I look at it everything is retail. That may sound selfserving but it’s true when you consider that the term retail simply means taking a product or service and parceling it out to individual customers. In that sense, everything from banking and insurance to healthcare and travel is retail. And to differing

extents all businesses face the same disruption; that consumers today have a myriad of options in every product category that they never had before and more importantly, they have access those options via the internet. Therefore, every business now needs to deliver on an elevated set of consumer expectations. Having a mediocre product and a big advertising budget won’t cut it anymore.

P: Why do you think that brands who play it safe in retail will eventually fail?

S: There isn’t really an option to play it safe. In fact, the safer a brand opts to play it, the more danger they put themselves in.

Chiefly because there’s a new breed of disruptor in the marketplace that isn’t playing by the established rules. Amazon, Netflix, Tesla, Uber, Airbnb and others have built fortunes by identifying archaic industry paradigms and rules and deliberately breaking them. But they do so in order to provide Stephens says that the key to thriving in the future of retail is learning to give your customers a memorable experience.

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ASK THE EXPERT

DOUG STEPHENS, CONTINUED

“Essentially, as a business owner or leader, your job is now to determine how to put your company out of business before someone else does. If you can do that, you've just discovered the new model for survival.” customers with a better option that the status quo. Playing it safe just makes you the slowest gazelle in the herd when the lions attack.

In the face of this kind of competitive pressure, the best thing that conventional retailers and brands can do is purposefully and aggressively disrupt themselves in order to innovate.

Essentially, as a business owner or leader, your job is now to determine how to put your company out of business before someone else does. If you can do that, you’ve just discovered the new model for survival.

P: How does your book help retailers navigate the future?

S: There’s no shortage of data and information on trends.

That’s why I wrote Reengineering Retail with the intention of going beyond simply identifying what’s happening and to address what businesses, big and small, need to actually do about it. The entire final quarter of the book offers a guide to breaking the inertia that many businesses experience and works to help them innovate and move forward.

P: What kind of research did you have to do to discover what we can expect for retail in the next decade?

S: While it’s obviously important to be keenly aware of what’s happening in the retail industry, I’ve always felt that it’s equally important to look at the broader societal landscape to see how consumer behavior is shifting. Consumers don’t operate in a vacuum, so it’s important to watch things like politics, technology, pop culture, the arts and sciences closely as well.

All these things shape our consumer attitudes and behaviors.

Secondly, I talked directly with many of the people and

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companies that are shaping the future we’re embarking on; technologists, marketers, data scientists and entrepreneurs – all of whom are quite literally “reengineering retail.”

P: What makes your perspective on the future of retail unique?

S: I like to think I bring a healthy mix of right and left brain thinking to the discussion. One has to be analytical enough to clearly interpret what’s happening and put it in concise terms, but intuitive and imaginative enough to picture what it all could be leading to and what that vision of the future looks like. My hope is that readers find this balance in my book.

P: What brands do you think are doing retail right?

S: I don’t know of a single brand that I can point to that I could say is completely future-proof or nailing every aspect of what’s required. That said, the future is sprinkled widely all around us.

Certainly Amazon is doing many things well – especially in their innovativeness. Brands like Sephora, Nike and Sonos are pushing the envelope of what the store can be. Startups like Dollar Shave Club and Warby Parker have clearly disrupted the scene. And smaller retailers like Pirch, a unique US kitchen, bath and outdoor retailer are creating truly immersive experiences.

But it’s also important to note that setting out to “do it right” isn’t always the best objective either. Sometimes the brands that enjoy the most success are also the ones that fail most often. First, because the lessons that failure offers are often more instructive than those from success but more importantly, because if you’re not failing, you’re likely not innovating in the first place. n

Stephen’s 5 Elements of Remarkable Experiences Customer experience is how traditional retailers are trying to differentiate themselves and, as Stephens notes, the future of how physical retailers will generate revenue. But you know what? Spas are already offering this to guests. The spa is the experience, you just have to know how to tie that experience in with your retail offerings. Stephens has five distinct elements of remarkable retail experiences. Does your spa and retail space stack up?

1.

2.

Engaging. They connect to all five senses: sight, sound, smell, taste and touch. They involve the customer in a visceral way.

What we think about an experience may last hours. But memories of what we hear, feel, touch, see and taste may last a lifetime.

Unique. They incorporate methods, language or customs that are unusual, surprising or proprietary to the brand but are also authentic and natural. The incorporation of these unique elements lends the feeling that customers have not just entered a different store but a different world entirely.

3.

Personalized. They make the customer feel that the experience was created just for them. This may be as simple as recalling details and preferences from an earlier visit or it may be as complex as creating a completely bespoke product or service design just for them. Either way, they feel special and valued.

4.

5.

Surprising. They incorporate elements or interactions that are completely unexpected.

Packing even one small but delightful surprise into the experience leaves a lasting impression.

Repeatable. They are executed using prescriptive and tested methods to achieve a uniform level of consistency and excellence across the enterprise. They are so highly engineered and well-practiced that they appear spontaneous while leaving almost nothing to chance. At the same time the experiential design affords staff just enough freedom to let their unique personalities shine through.

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1. Farmhouse Fresh Will Dew Probiotic Milk Balancing Mask Nourishing organic, probiotic coconut milk mask.

Combining powerful healthy bacteria (both prebiotics and probiotics) certified organic rice extract calms inflammation and redness — even breakouts — while delivering deep moisturization.

PRODUCT SPOTLIGHT 1

FARMHOUSEFRESH.COM | 1.888.773.9626

2. Rad Roller RAD Rounds massage balls have the small size and pinpoint precision to mobilize muscles that other tools can’t touch. With three sizes and three different densities, these balls serve up infinite options for tackling tough spots. RADROLLER.COM | 1.866.247.3241

3

3. EuroSpa Aromatics This 100% Pure Eucalyptus ShowerMist 2oz delivers a therapeutic and stimulating spa aromatherapy experience. Inhale deeply and let the scent carry your mind away while the oils work their magic. EUROSPAAROMATICS.COM | 1.800.395.6478

THE ISPA REVEAL BOX provides a unique opportunity for vendors to get their product in front of ISPA spa members.

The Reveal Box is sent three times a year to our Premiere and Premiere Plus Spa members.

4. jane iredale PureGloss Lip Gloss has a natural-looking, sheer tint of color that is ultra-glossy without feeling tacky. PureGloss Lip Gloss is remarkably long-lasting and free of petroleum-based ingredients.

JANEIREDALE.COM | 1.800.762.1132

4

New and exciting products from ISPA resource partners in the upcoming Reveal Box.

AUGUST REVEAL

IMAGESSKINCARE.COM | 1.561.791.2602

6. Candle Warmers Etc. Airome Ultrasonic Essential Oil Diffuser The refreshing mist, along with Candle Warmers’ luxurious Essential Oil Fragrances help enhance health and mood. Two mist modes, 7 LED colors, an auto shutoff feature, and 100ml capacity create a soothing environment. CANDLEWARMERS.COM | 1.801.771.8650

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5. IMAGE Skincare YANA Daily Collagen Supplement Shots, the 360 Approach to Skincare YANA is a revolutionary highly concentrated beauty liquid that helps to rebuild and strengthen skin by boosting the body’s natural collagen production. YANA is uniquely formulated with Lumiplex™ technology, blend of collagen peptides, ceramides, antioxidants and vitamins.

7. Zao Luv Box O’ /Gratitude includes Zau Luv’s Aromafuel Ignition Guide, three aromafuels that correspond to the time of day: AM for morning gratitude, MD meant to reset gratitude and PM to serve gratitude and lull sweet dreams simultaneously. ZAOLUV.COM | 1.412.918.6110

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8. Made It Leather Wrap Bracelet & Choker Local artisans throughout the country work with Made It to sell and market their incredibale products. This leather beaded wrap bracelet features a magnetic closure and can also be worn as a choker. SEEWHOMADEIT.COM | 1.718.938.8099 9. HydroPeptide The new Nimni™ Cream is a patented collagen support complex that rejuvenates skin at the epigenetic level, which in turn, significantly improves the appearance of the skin’s fullness and elasticity.

It Stimulates collagen in a revolutionary way, providing the vital materials for collagen synthesis.

9

10

HYDROPEPTIDE.COM | 1.425.269.4276

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10. Balanced Guru Organic Detox Scalp Treatment Give tired roots the rest they need with this organic hair care detoxifying treatment. An astringent blend of oregano, tea tree oil and rosemary essential oils begin the detox process, while algae, sea kelp and brahmi bring rejuvenation back to your roots. BALANCEDGURU.COM | 1.760.481.8299

ISPA FOUNDATION

he ISPA Conference and Expo is an opportunity to make connections, gain business take-aways and ignite sales for the coming year. One of the secrets to increasing your sales success before the event, on-site and postconference is to donate to the ISPA Foundation Live and Silent Auctions. This is a great way to present your products to potential buyers and promote anything new to your brand in 2018.

Several factors go into creating a great auction item that will amp up your donation and catch the eye of potential bidders.

T

FOUNDATION

2017 ISPA FOUNDATION BOARD OF DIRECTORS OFFICERS CHAIRMAN Frank Pitsikalis ResortSuite

Content Potential bidders love trying new brands and new products. When putting together your item, consider donating a set that features several items within one brand, rather than one single item. This will allow the high bidder to sample several of your products, potentially increasing a future sale and creating a loyal customer.

VICE CHAIRMAN Sharilyn Abbajay Abbajay & Associates, LLC

DIRECTORS Todd Shaw ISPA Chairman Todd Hewitt ISPA Vice Chairman

DONATE NOW!

Lynne McNees ISPA President

MEDICAL ADVISOR Brent Bauer, M.D. Mayo Clinic HONORARY BOARD MEMBERS Ruth Stricker The Marsh, A Center for Balance and Fitness Deborah Szekely WELLNESS WARRIOR

The ISPA Foundation wishes to thank the following supporters for their generous contributions:

Merchandising The better something looks, the more likely we are to buy it. Choose items that not only go well together, but also create the right aesthetic for your brand. Covering your donation with cellophane wrapping hides your products and can often look messy after shipping. Choose a display that is simple and clean and doesn’t take away from the items you’re trying to promote.

Creativity Think outside the box. What about your company is unique and sets you apart? Consider donating something that is indigenous to your brand in addition to your products or an item that isn’t easily accessible to the common consumer. This will help your item stand out and create excitement amongst bidders looking for something unique and noteworthy.

Making small changes to your typical donation content, merchandising and the creative idea behind your donation, can help influence your conference experience. Donating to the ISPA Foundation Live and Silent Auctions will grab the attention of potential buyers and can even create new loyal customers for ongoing sales success.

—FRANK PITSIKALIS, ISPA FOUNDATION CHAIRMAN

LUMINARY

Ruth Stricker BENEFACTOR

Dr. Howard Murad PATRON

Red Door Spas ResortSuite

l AUGUST 2: Deadline to be eligible for inclusion in the Live Auction.

l SEPTEMBER 13: Deadline to be included in the printed Auction Catalog.

l FOR MORE INFORMATION ON THE ISPA FOUNDATION or to donate an item

to the Auction, visit attendISPA.com or email ashley.roberts@ispastaff.com.

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S N A P S H O T S U RV E Y

I

n February, ISPA members received their first Snapshot Survey on Wellness since 2013. The biggest takeaway? The wellness trend is growing rapidly and isn’t slowing down anytime soon. In 2013, less than half, 45 percent, of all spa respondents offered wellness programs or workshops including things

like detox, weight management or fitness activities. In 2017, this number has become the majority with 58 percent of all spas, and 66 percent of resort/hotel spas offering wellness programs or activities.

DOES YOUR SPA OFFER WELLNESS PROGRAMS AND/OR WORKSHOPS (i.e. detox, weight management, fitness activities, etc.)?

YES NO

58% 42%

ALL SPAS

28% 72%

DAY SPAS

66% 34%

RESORT/HOTEL SPAS

WANT TO READ full ISPA Snapshot Survey reports and take part in the surveys? Keep an eye on your inbox on the third Friday of each month. You’ll have a week to complete it, then you’ll receive the full report via email.

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GET TO KNOW THE ISPA STAFF!

On this page, the team shares their tips for working smart, being healthy and living the spa life.

This month we asked:

Watching the old-time parade go through Jackson Hole Wyoming and then hitting the Hootenanny!

Lynne McNees • President July 4th is Independence lynne.mcnees@ispastaff.com • 1.859.226.4260 Day in the U.S. How do you like to Crystal Ducker • Vice President of Research & Communications celebrate? crystal.ducker@ispastaff.com • 1.859.226.4427

ISPA STAFF

Jennifer Duckworth • Senior Director of Events jennifer.duckworth@ispastaff.com • 1.859.226.4254

PROUDLY SERVING ISPA AND THE ISPA FOUNDATION

Megan Browning • Events Marketing Manager megan.browning@ispastaff.com • 1.859.219.3549

VISION To be the leader in promoting

Eric Callaghan • Digital Marketing Coordinator eric.callaghan@ispastaff.com • 1.859.963.1877 Tara Finn • Sales Manager tara.finn@ispastaff.com • 1.859.226.4372

and enhancing the well-being of the spa industry and the people it serves.

MISSION ISPA advances the spa industry

Kelly Heitz • Editor kelly.heitz@ispastaff.com • 1.859.359.8010 Briana Lee • Project Manager briana.lee@ispastaff.com • 1.859.219.3527

by providing invaluable educational and networking opportunities, promoting the value

Allison Martin • Membership Manager allison.martin@ispastaff.com • 1.859.226.4334

of the spa experience and speaking as the authoritative voice

Cala Meikle • Project Coordinator cala.meikle@ispastaff.com • 1.888.651.4772

to foster professionalism

Wendy Payne • Member Experience Specialist wendy.payne@ispastaff.com • 1.859.219.3512

and growth.

Jessica Pfister • Fulfillment Coordinator jessica.pfister@ispastaff.com • 1.859.687.7014 Autumn Phelps • Trade Show Manager autumn.phelps@ispastaff.com • 1.859.226.4207 Amber Phillips • Events Manager amber.phillips@ispastaff.com • 1.859.226.4420

Hotdogs and beer.

For the Fourth of July, our lake house community has a golf cart parade where all the families decorate their golf cart. We end the night with smores and fireworks!

Eileen Pitts • Public Relations Manager Eileen.pitts@ispastaff.com • 1.859.425.5072 Ashley Roberts • Project Coordinator ashley.roberts@ispastaff.com • 1.859.219.3621 Tara Salah Eldin • Project Coordinator tara.salaheldin@ispastaff.com • 1.859.219.3615 Samantha Smith • Project Manager samantha.smith@ispastaff.com • 1.859.219.3619

2017 ispa conference & Expo October 16-18 Mandalay bay las vegas,nv

register today at attendispa.com July 2017

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AD INDEX ISPA would like to thank the following Pulse advertisers for their support of the association:

ISPA Welcomes New Members to the ISPA Community SPAS Bernardus Lodge & Spa Chumash Casino Resort Esther’s Wellhouse Ferrum LLC Float Center Shiloh Hotel Del Coronado Kirby Plastic Surgery Lea Advanced Skincare Midtown Athletic Clubs Soul Spa at the Westin Jackson Minor Hotel St. Andrews - Kohler Waters Spa Warrior Body Spa Wellness Centre Suriname NV SERVICE PROVIDER American College of Healthcare Sciences Contento Marketing Strat - Comm Hospitality Vision Passion Faith RESOURCE PARTNERS Hemp Code Allegrin Spa, V.L. Salvo D’Aguisto ISUN Skincare / ISUN VISIONS, LLC Schiller Bikes Schmidt’s Naturals Sorella Apothecary Spavaro Studio Suzan Uspa WHALE SPA Zao Luv LLC

EDITOR’S NOTE: This includes new members from 5/4/17 through 6/5/17. You can access the online membership directory at experienceispa.com.

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IBC

Biotone Professional Massage and Spa Products 1.800.445.6457 biotone.com

IFC, 1

Éminence Organic Skin Care 1.888.747.6342 eminenceorganics.com

13

ESPA International (US) Ltd. 1.786.350.1192 us.espaskincare.com

7

EuroSpa Aromatics 1.800.395.6478 eurospaaromatics.com

INSERT

FarmHouse Fresh 1.888.773.9626 farmhousefreshgoods.com

39

Hemp Code 786.238.3168 www.hempcode.us

8, 9

HydraFacial MD – Edge Systems LLC 1.800.603.4996 edgeforlife.com

11

HydroPeptide 1.800.932.9873 hydropeptide.com

BC

jane iredale 1.844.350.1610 janeiredale.com

5

Jurlique 1.800.854.1110 jurlique.com

53

Milano Software 905.884.4888 milanosoftware.com

25

Ready Care/Pure Fiji 1.800.477.4283 purefiji.com

3

ResortSuite 1.866.477.8483 resortsuite.com

15

Shimmer Screen 914.664.7500 www.shimmerscreen.com

45

Sorella Apothecary 1-800-253-0450 www.sorellaapothecary.com

Bold indicates year-round Pulse advertisers and/or 2017 ISPA Conference & Expo sponsors.

PEOPLE OF ISPA Our ISPA community is full of interesting characters and inspiring stories.

Visit PeopleofISPA.com to learn more about these incredible individuals.

MEET

Favorite spa treatment: Massage Proudest accomplishment: Running four half marathons Three words to describe herself: 1. Passionate 2. Organized 3. Excitable

Katrina Grace Anders (Kat for short) Sales Coordinator • HIHO • Devon, Pennsylvania

“Kat, my nickname, is fairly recent. My old coworkers couldn’t remember if my name was Katrina or Katerina so it was just shortened to Kat and it stuck. I also am called Hurricane quite a bit for obvious Too Sweet reasons…”

Kat relieves stress by baking scones or any variety of dessert.

“Don’t tell me how educated you are, tell me how much you’ve traveled.”

Wheels Up! “I love traveling! I travel to trade shows a few times a year and I am constantly trying to plan trips abroad. I’ve been to 20 countries so far and my goal is to have visited more countries than my age so I need to hurry and catch up!”

The Nightingale

by Kristin Hannah Kat’s favorite book.

Spin It Her favorite form of exercise is spin class

SOCIAL CONNECTIONS @katanders89

— MOHAMMED

katrina.g.anders

go-hiho.com

Guilty as charged.

Kat’s guilty pleasure is eating hot dogs.

Want to share your story? Visit peopleofispa.com and click “Share your story.”

We can’t wait to hear from you!

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CONNECT WITH ME ON FACEBOOK! Lynne Walker McNees

These Days it’s all about trust.

My cute husband and I have been using Thumbtack for a while now.

If you don’t know, it’s an app that allows you to book local professionals for anything from cooking and piano lessons to house cleaning and remodeling. If you can think of a job you need done, a professional on Thumbtack will be ready to do it.

Our most recent Thumbtack job was hanging wallpaper in our half bath. To book, we just announced what we needed on the app and several specialists responded with a quote. We narrowed it down to one professional, not based on the quotes, but based on the reviews.

You see, the great thing about Thumbtack is the reviewers are our neighbors; they’re other locals who are proven to have booked those professionals. We trust our neighbor’s advice.

And that trust paid off. Now we have adorable dachshund wallpaper and our little bathroom is my favorite room in the house!

This wallpaper guy didn’t have to sell us with discounted pricing or flashy gimmicks. We chose to trust our friends and neighbors when they said this man was professional and efficient.

And that’s how we must think of selling in the spa. It isn’t about flashy signs or deep discounts; it’s about building a level of trust. I trust that my esthetician knows what I need because that’s her job and her passion. I know that when she gives me product or skin care advice, she is right. I always listen—and always purchase—event when I don’t need another product!

If your doctor gave you a prescription for blood pressure medication would you throw it in the trash?

Absolutely not! You trust that he knows what he is doing when he says your stress levels are through the roof.

Inspire your estheticians to build that trust with their clients and to be proud of their professional counsel because they are the trusted professionals. We trust them. Their clients trust them. Encourage them to trust themselves.

Who will you put your trust in today?

—LYNNE McNEES, ISPA PRESIDENT

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