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Worldwide Inspiration
Fusion Maia Da Nang, Vietnam
page 41
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Introduction
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MAY 2014
Welcome to the May issue of Welcome to the May issue of Modern Spa Magazine, aka, our first printed issue! There’s a definite summer feeling in the air this month as we’re ready to wave good bye to spring and make way for cocktails, beaches and summer BBQs. Our Spa Boutique on page 66 highlights the best in travel friendly sets including all of your clients’ hair, face and body holiday essentials. We also cover female summer holiday preparation tips on page 30 in the return of our Conversation Starters feature, perfect for a therapist to share with a new client as a way of breaking the ice. We all know that it’s just as important to focus on the men as well as the women when it comes to spa treatments and services, and if you’re not focusing on them enough, now is the time to start! Take some inspiration from Gentlemen’s Tonic founder Olivier Bonnefoy and the Shavedoctor Mark Sproston as they share their knowledge of the current trends for men of all ages in the industry today. (From page 48). We feature three wonderful spas this month as we head off to Vietnam for our Worldwide Inspiration feature (Fusion Maia Da Nang, page 41) via the Cotswolds (Dormy House, page 15) and Bury St Edmunds (SK Clinic + Spa, page 55). Although very different, all three are excellent examples of thriving spa businesses, and we’re proud to feature them all in our first printed edition. Our business feature this month covers the best ways to market your spa. It’s a long read but definitely an interesting one, as our expert contributors Sarah Cross of uber UK Limited and Oliver Smith of Different Perspective Marketing give their invaluable insights into the business they know best from page 22. If you’re planning a revamp in the way that you promote your spa, this is certainly a great place to start. I hope you enjoy the issue. We’re always on the lookout for expert contributors, feature ideas or any general feedback, so please always feel free to get in touch with myself or one of the team. We look forward to hearing from you.
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Contents
MayIssue The Team: Editor
Aimee Lamb
aimee@modern-spa.com
Publication Manager Lee Shearer
lee@modern-spa.com
Sales Manager Jen Shearer
jen@cimltd.co.uk
Production & Design Russel Goldsmith russel@cimltd.co.uk
Credit Facilities Manager Vickie Crawford vickie@cimltd.co.uk (01795) 509102
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10 15 22 31
MAY 2014
Spa News in the UK
Product launches for UK spas
UK Spa Resort Focus Dormy House
Business Feature The Magic of Marketing
Conversation Starters
Hot Secrets
36
Summer Trends
41
Worldwide Inspiration
48
55
60 65 68
Dare to Bare
Fusion Maia Da Nang, Vietnam
Treatment Focus Modern Man
UK Day Spa Focus SK Clinic + Spa
Let’s Talk Training
Educate your Staff
Aimee Loves
This month’s Tried & Tested
Spa Boutique Sunny Delights
No part of this magazine may be reproduced or stored in a retrieval system or transmitted in any form – electronic, mechanical or physical – without express prior permission and written consent of the publisher. Contributions are invited and when not accepted will be returned only if accompanied by a fully stamped and addressed envelope. Manuscripts should be typewritten. No responsibility can be taken for drawings, photographs or literary contributions during transmission or in the editor’s hands. In the absence of an agreement the copyright of all contributions, literary, photographic or artistic, belongs to CIM Online Limited. The Publisher accepts no responsibility in respect of advertisements appearing in the magazine and the opinions expressed in editorial material or otherwise do not necessarily represent the views of the Publisher. The Publisher cannot accept liability for any loss arising from the late appearance or non publication of any advertisement. Information about products and services featured within the editorial content does not imply an endorsement by Modern Spa magazine. © 2014. CIM Online Limited, The Goods Shed, Jubilee Way, Whitstable Road, Faversham, Kent ME13 8GD
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MAY 2014
PRODUCT LAUNCHES Slim for summer
Available from the beginning of June, the Correcting Intensive Slimming Serum from Kerstin Florian is a highly-concentrated intensive body serum that instantly penetrates to boost elasticity and visibly refine the skin for a sleek, smooth contour. Powerful, proven slimming actives combined with plant-based firming and refining extracts minimise the appearance of cellulite, and activate lipolysis to target and reduce adipose tissue. RRP ÂŁ61.00 http://www.kerstinflorian.co.uk https://twitter.com/Kerstin_florian https://www.facebook.com/KerstinFlorianUK
Skin solutions
Launching at the end of May, Darphin MELAPERFECT Skin Tone Brightening Moisturizer SPF20 targets hyperpigmentation with a dual action that corrects and prevents dark spots. SPF20 protects the skin from external UVA and UVB rays, trametes mushroom extract helps to minimise the appearance of dark spots and salicylic acid aids in boosting natural cell renewal through targeted exfoliation. With smoothness restored and imperfections minimised, skin tone evens out. MELAPERFECT Skin Tone Brightening Moisturizer SPF20 has also been designed to provide optimal hydration to the skin, leaving it visibly radiant and brightened. RRP ÂŁ49.00 www.darphin.co.uk https://twitter.com/DARPHIN
Spa News in the UK Bright beginnings
Elemis has developed an innovative and highly effective solution to combat the effects of age spots and over pigmentation. New Advanced Brightening Even Tone Serum, launching in June, is an intensive and effective brightening serum that is clinically proven to reduce the appearance of uneven pigmentation in just 28 days. The unique formulation includes key ingredients of daisy and pea extracts, bio-mimetic peptide and rice silk, and aims to lighten the appearance of dark spots, prevent future darkening of the skin and leave a brighter, clearer and more even complexion. RRP £59.00 www.elemis.com https://twitter.com/Elemis https://www.facebook.com/elemisltd
Banish those blackheads
July sees the launch of Murad’s Blackhead & Pore Clearing Duo – a fast-acting, two-step treatment consisting of Blackhead Remover and Pore Refining Sealer. Together, these two products help reduce blackheads caused by dead skin cells, oil and dirt in the follicles and provide pores with lasting protection against impurities. Key ingredients include volcanic mineral clay to detoxify skin and draw out dirt and excess oil, and pomegranate seed oil to tighten pores and refine the complexion. RRP £50.00 www.murad.co.uk https://twitter.com/MuradUK https://www.facebook.com/MuradUK
Neons nailed
OPI is due to launch six new neon nail lacquers, the brand’s first full-size neon shades, along with Put a Coat On! – a special white base coat that instantly boosts neon colour. Launching in May/June, they arrive just in time for summer, with electric hues in shades of lemon-lime, tangerine, hot pink, coral, lime and purple. Neons by OPI will be available in both nail lacquer and GelColor; a professional salon service that offers a high-shine, 100% gel finish that lasts for weeks with a 30 second LED cure. The range includes: Life Gave Me Lemons, You are So Outta Lime!, Juice Bar Hopping, Hotter than You Pink, Push & Pur-Pull, Down to the Core-al and Put a Coat On! www.trade.lenawhite.co.uk https://twitter.com/OPINAILS
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SPA FOCUS OF THE MONTH
DORMY HOUSE
Perched high above the village of Broadway, in beautiful Cotswold countryside, Dormy House Hotel offers luxurious, stylish and comfortable accommodation, delicious dining options and top notch facilities. The perfect rural retreat, Dormy House is home to the brand new House Spa, where highly-trained staff deliver indulgent treatments in a gorgeous, contemporary setting. Here, Head of PR, Debbie Sarjant, gives an insight into this stunning new destination spa.
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House Spa is a sparkling new addition to the Cotswolds scene, part of a multi-million pound redevelopment we’ve undertaken at Dormy House. Our 40-bedroom hotel is perfectly located in a glorious natural setting, surrounded by famous chocolate box villages and market towns, lovely gardens and long walks. Visitors come for our home-from-home welcome and fantastic service. They drive through the Cotswold hills and browse the pretty high streets of Broadway, Chipping Campden and Stow-on-the-Wold. The Royal Shakespeare Theatre at Stratford-on-Avon is only half an hour away, as are the Regency shopping streets and festivals of Cheltenham. House Spa opened in February this year in an area full of fine hotels but previously lacking in spa pizazz! The aim was to create a spa to attract a new audience of discerning travellers and spa-goers, people looking for a high-quality restorative break in a beautiful part of the English countryside. Our wonderful new spa has turned Dormy House into a highly desirable leisure destination – a place of serenity, wellbeing and fun, and it has been busy from the moment it opened its doors. “We are already seeing a bigger trend in those coming specifically for the spa experience; staying in the hotel because of this,” says Spa Manager, Zoe Douglas.
“There are a lot of local clients who are members, and there are those who come from London for a weekend get-away.” This is what I love about House Spa – every day is different and that reflects the clientele we have! Our main product partnership is with Temple Spa, the family-owned English spa brand. Dormy House managers met with a number of product houses before settling on Temple Spa. The two companies have a natural empathy – both have a sense of delight and playfulness while being serious about wellbeing and results. Temple Spa is a brand with a fresh under-theradar appeal in the current spa market. Its high-value fun ‘luxe’ persona works well at Dormy House. Operational concepts were developed by Neil Howard and Beverley Casely-Hayford of Howard Spa Consulting. Neil was pivotal in creating our Personal Training model, which makes great use of limited space and ensures that both hotel guests and members have plenty of time and space to work on their fitness goals. There are two gyms – one a bookable personal training studio with its own dedicated team of fitness professionals. Another key partnership, with Veuve Clicquot, has helped to create our new Champagne Nail Parlour,
Spa Focus of the Month
where manicures and pedicures are served with a glass of fizz. Here, we use butter London – a hot fashion led brand with lots of classic and fresh colours. Its hand and foot products are boudoir-beautiful and produce the most efficient results. Outside of House Spa, the most likely place to see butter London is on the international catwalks. For some specialist treatments, such as the Face Pure Massage, we use Jane Scrivner oils. This is a local Cotswold product with sublime organic blends that harmonise with, and enhance, our Mud Room treatments and spa therapies. Massage is the most popular treatment in spas today and we aim to be a centre of excellence for our massage therapy. All therapists have undergone a 10-day intensive training programme with Beata Aleksandrowicz, a leading London massage expert, author and teacher. The result is a treatment programme strongly influenced by Beata’s ‘Pure Massage’ method, including a signature face massage that promises to beat Botox. Also popular is the Silent Night Lavender Sleep Treatment – a 2.5 hour package created for us by
Temple Spa. Perfect for combatting stress, the treatment includes an Outer Glow body scrub, facial pressure-repoint massage and an hour long massage of choice. Guests leave with gifts of Drift Away oil and a Cotswold Lavender Sleep Pillow. “Spas must evolve with the times, so it is important to see what works and what can be improved in the first few months of operation,” explains Zoe. “It is part of my role to change certain aspects of the menu, tweak treatments to give them a different twist and look at other brands. We will also be working with Temple Spa to develop our ideas.” In terms of the look of the spa, the aim was to exploit the physical characteristics of our beautiful hilltop location and create a ‘sense of place’. The interiors have all been designed by Sparcstudio, a young design company with a diverse portfolio of award-winning spas, including Calcot Spa, Penny Hill Park Spa and the five-star So SPA at Sofitel St James in London. Sparcstudio have used historical elements that are part of the charm and essence of the hotel; for instance, the Danish origins, our famous owl symbol and natural elements from the surroundings landscape, such as the Cotswold stone and lavender.
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House Spa consists of a series of light filled spaces that are luxurious and informal, with bespoke crafted and eclectic furniture and fittings. The spa has been designed to reflect the Danish origins of the family that have owned the hotel for many years, and the style could be described as ‘Cotswold Chic’ with a touch of ‘Copenhagen Cool’. The reception area is light, airy and bursting with the colours of spring. The glorious Greenhouse spa lounge is the social hub of House Spa, with a real log fire and long views over the Cotswold countryside. The candlelit, 16m infinity pool is warm and atmospheric. Off this, the thermal suite beckons to a myriad of sensual delights, including a dry, hot juniper sauna, mild Cotswold
lavender sauna and salt-infusion steam room. Outside, there’s a steaming Bubble Bath (hydrotherapy pool). Six treatment rooms, including a Couples’ Closet and a Mud Rasul room complete the picture. Spa treatments are in high demand, and looking to the future, we aim to have 200 members by the end of 2014. Zoe is planning a greater focus on the Veuve Clicquot Champagne Nail Parlour to make this a more ‘buzzy’ area. Additionally, weddings and large parties will become an important focus from May, with the opening of a new exclusive-use venue on the Farncombe Estate next door. This means a new challenge and a whole new adventure for the House Spa team.
About Zoe Douglas Zoe has been in the spa industry for more than 12 years. She began her career studying Sports and Remedial massage, and has worked with various product houses in an array of 5* spas worldwide. Before moving to House Spa, Zoe launched and managed the Missoni Hotel Spa in Edinburgh, taking it to great heights in three years. “As a therapist, I was in the business of making people happy, or making them feel better about themselves. To do this on a grander scale as a manager, and be involved in one of the best upand-coming spas in the country is a real privilege. Of course the financial aspect of making profit and exceeding targets is important, however for me, it’s the reactions from clients and staff that makes all the hard work worthwhile. I love developing staff and pushing them to their full potential, and seeing the rewards they have in their own lives by doing this.
I am very, very lucky with the staff I have at House Spa. Everyone so far has been part of the opening team, and are as dedicated and passionate about the spa now as they were at pre-opening. I’m very proud of them all; they have worked so hard and still do. As a manager, I have a monthly voting system which encourages staff to vote for each other based on how helpful they have been or just on a basic personal level, and prizes are given at the end of the month. I believe a spa cannot be successful if staff are not happy, motivated or listened to. I take a great deal of care to make sure each staff member is empowered and feels able to bring ideas and suggestions on how the spa can and should be run. It’s a wonderful feeling to have clients knocking on my door and telling me how wonderful the spa and the staff are. To me, this is a measure of the spa’s success.” www.dormyhouse.co.uk https://twitter.com/DormyHouse
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MAY 2014
THE MAGIC OF MARKETING Your business may employ the most talented staff, use the most up-to-date products and offer the most tantalising treatments, but if you’re not implementing an effective marketing strategy, these efforts may be going to waste. We can all agree that the basics are obvious: a clear and visually appealing website is essential, and looking after your customers is key, but how much more is there to it? Modern Spa has asked two marketing experts to outline the most important steps to take to get your business noticed.
INTRODUCING THE MARKETING EXPERTS
Sarah Cross
Sarah is the Managing Director of consultancy company, uber UK Limited, and co-founder of CODE Beautiful. She has over 17 years’ experience in the marketing world, having helped several diverse brands develop and deliver marketing and customer loyalty strategies; driving incremental sales and introducing one to one customer relationship management. uber is an independent loyalty consultancy that prides itself on daring to be different. The team constantly challenges the norm to deliver innovative marketing and customer loyalty strategy that they know will work for your brand.
Oliver Smith
Oliver has 13 years’ sales and marketing experience, and is now a Director at Different Perspective Marketing. Along with his business partner, Patrick Sanderson, he has recently launched the Hair & Beauty Marketing Toolkit – a complete package designed to make marketing easy and more accessible for spas and salons who currently find it time consuming and costly. From just £200 a year, the Toolkit takes away the hassle, and provides spa/salon owners and managers with everything they need to successfully plan, design and promote their own profitable marketing campaigns. With access to ideas, advice, instructions and a vast range of design templates, spas and salons can take control of their marketing and produce their own quick and easy promotional campaigns to attract new customers, raise awareness and sell more to existing customers.
What do you consider to be the top four marketing methods? How would you prioritise these and why?
Sarah Using data and insight – Your marketing decisions should be based on intelligence, not just assumptions. • When do people visit you? • What do you know about them? • Which services have they used and not used? • Which products have they bought? • When is their birthday? • How frequently do they visit? Engagement – Using your data and insight, test and learn about what engages your audience. Sometimes just creating the habit of another visit is key to keeping customers, regardless of what they spend. The rules of engagement change as your customers’ lifestyles change; what engages them now might not in six months. Keep it fresh, keep changing the way you communicate with them, and the method. Test different media from calling and emailing, to writing to them and texting. Don’t forget social media – it’s a key element; having a two-way conversation gives you true engagement. Measure everything you do, so that when you test activity you learn what works, and just as importantly, what doesn’t work. Retention – If you use your data you will start to learn when people are likely to lapse, and before you think they might look elsewhere, you need to create a hook to encourage them back to you. This doesn’t mean you have to discount. Think more in the way of adding value, something extra, something over and above, and then going that extra mile to make them feel special. Customer experience and customer service need to be at the core of your values. Your customers are your most precious assets; looking after them means keeping them for longer. Focus on service and frequency of visits to spot patterns. Personalisation – Don’t send the same message to all your customers. Initially, until you start to learn more about your customers, go back to your data and use this to personalise based on visit frequency or service type. It doesn’t have to be complicated but segmentation of customers is key. Also, don’t ever forget their birthday, or to say thank you for their recent visit and ask them what they thought. Remind them when they need to come in again to maintain their treatment. You are the experts and customers expect you to advise them on when they should be coming back.
Business Feature Oliver • Point of sale • Word of mouth • Direct marketing • Social media This isn’t a definitive list, but generally speaking, these marketing methods are the most effective and SMART (Specific, Measurable, Achievable, Results-Focused and Time Driven) for a regular spa. Just to clarify, this is what is meant by the four marketing methods outlined: Point of sale – The marketing material inside the spa, in the window and adverts directly outside the premises. This space is vital to communicate your services and offers within the spa and to potential customers passing by. We see a lot of spas and salons that waste valuable marketing space with generic posters (usually from product suppliers) that do little to entice new customers in. This really has to be replaced with targeted material that communicates directly to customers. Word of mouth – This is, essentially, recommendation. The importance of a recommendation should not be underestimated. Research from Harris Interactive (2010) states 71% of people claim reviews from family members or friends exert a ‘great deal’ or ‘fair amount’ of influence in a decision to use a company. This statistic highlights the importance of word of mouth. Marketing campaigns like ‘Recommend a Friend’ are pretty standard in most spas and salons, but we believe businesses should be taking this sort of activity to the next level, finding more inventive ways to attract the friends and family of current clients. Direct marketing – Quite simply, direct marketing is a means of communicating directly with clients and potential customers. This can take the form of direct mail, e-mail and SMS. If done correctly, with a clear proposition, it can be a really effective way of winning new clients and selling more to existing ones. Social media – Facebook and Twitter are the most widely adopted social media channels. They are a great way of interacting with customers on a day-to-day basis and, more importantly, they’re free. Social media can be used to fill empty appointments, or promote services and offers quickly and efficiently. There is no doubt that every spa will have at least a few clients on either Facebook and/ or Twitter. Connecting with them means connecting with their friends, which can be a great source of new business. Spa marketing should be an ongoing activity. A promotional message can soon be forgotten so it is important to keep communication levels up.
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What do spas need to take into consideration when planning their marketing strategies, for example, identifying their target audience?
Sarah Knowing your customer – Again, don’t just assume. Do some focus groups. Find out information such as: how far people travel to you, how they view your brand and how they find the experience with you. Mix this focus group insight with an online questionnaire, but keep it simple and think very clearly about how you ask questions and how you’ll use the responses. If you can’t use the response, don’t ask the question. Ten questions or less will really help you if asked in the right way, and will also not be asking too much of your customers. Use something like SurveyMonkey – it’s free and really easy to use. Getting personal – Go out of your way to get personal, and I don’t just mean using your customer’s name in the ‘to’ field. Split your campaign into customer types; either on average spend, visit frequency, area, age of customer and whether they have visited you recently or a while ago. Test different messages with different customers to see what works and what doesn’t for you. Engaging the team – Your team will make or break your campaign. Incentivise them to get involved and make sure they talk positively about what you’re doing. It’s imperative that they understand why you’re running the campaign and also that they know about it before your customer does.
Oliver Spas should take the following into consideration when planning their marketing strategies: What are you trying to achieve? – Your marketing should be focused on: • Winning new customers • Selling more to existing clients • Maximising client loyalty • Increasing your brand exposure Your target audience – Who are you targeting? It seems a simple question, but even the best marketing can fail without careful consideration.
The customer demographic is important; locality, age and gender will all shape what and how a spa will market itself. If it is possible, it is also worth looking into buying habits, frequency of visits and the types of service clients opt for. Combining this information helps spas fine tune their target audience and give their marketing strategies more focus. Seasonality – It is worth sitting down and planning key events in the year. Special dates, like Valentine’s Day and Mother’s Day, represent a great opportunity to package products and services into exciting gift ideas. Budget – How much money is available for marketing strategies and what sort of return is expected? A spa may spend £3,000 annually on direct marketing, but could receive £10,000 worth of extra business. In many cases this expenditure is more than justified. Preparing the campaign – It is important to think about the effect any marketing campaign will have upon the spa itself. How will a business cope with the extra demand of additional services or more clients? Are employees fully briefed about what to expect and what to promote? Don’t underestimate how valuable staff can be as sales people. Promotional channels – How will individual marketing strategies be communicated? Filling an empty appointment at the last minute can be done through social media, whereas larger campaigns should be promoted through a variety of different channels, from direct mail to in-salon promotion. Once you are familiar with what your customers respond to, you can produce really well targeted and efficient campaigns. Organising promotional artwork – Some campaigns can require promotional artwork (posters, vouchers, literature and flyers, for example). It is important that this reflects the professional approach of the spa and has an aesthetically pleasing design. After all, spas and salons are about style, well-being and beauty, so these need to be reflected in the material they hand to customers. Measuring profit – Measuring profit is extremely important when it comes to judging the success of a marketing campaign. Calculating the return on investment doesn’t have to be complicated; it’s simply a case of measuring costs against generated income. Always ask new clients where they heard about you, and if they are responding to an offer, make a note of it.
Business Feature When is the best time for spas to plan Social media is a great way to connect their marketing? with potential customers. How can spas utilise this?
Sarah
Every quarter. Don’t get ahead of yourself on planning; it’s a waste of time. Work in quarters and test everything you do. Include events in the calendar like Valentine’s Day and Mother’s Day, but also test things such as ‘Recommend a Friend’ with different incentives in each quarter. By the end of the first year you will know what works best to encourage referrals.
Oliver Quite simply: any time. In an ideal world, a spa would plan its marketing for the year in November/December so they can hit the ground running in January. In reality this isn’t always feasible as Christmas is a notoriously busy period. The worst thing a spa can do is to put off its marketing until ‘tomorrow’. Spa owners know its importance, but other priorities often take over. Marketing will help owners win new customers, sell more to existing customers and increase the exposure of the business, so why would they want to wait to do that?
Sarah By sharing information, educating, and importantly, having a two-way conversation. Keep it open and honest; don’t be afraid of criticism or be defensive if it happens. It’s important to address any questions and if you’re providing a great customer experience, you can be proud of that, but also improve on it when it sometimes falls down. Social media competitions and mini surveys are great ways to engage your audience.
Oliver Social media is a fantastic way to interact with clients and friends of clients. It’s free, instant and gives spas a platform to shout about their services and offers. There are a lot of social media platforms to choose from, but each takes time and effort to maintain. It is wise to pick the most popular platforms such as Facebook and Twitter, and concentrate efforts on the ones that are going to reach the biggest numbers. The key word for social media is: interaction. Interact with followers, don’t just bombard them with promotional messages. Talking about the spa and what it has to offer is great, but try to mix it up with engaging content that clients will be interested in. Fill your timeline with beauty tips, humour and local news, as well as promotional offers and spa news. Why not take some ‘before and after’ photos for each client and post them on Facebook? That’s a sure fire way of getting their friends to like the photo and become aware of the spa. A picture paints a thousand words. If a spa has the tools, they can design their own images to feature across their social media profiles. Why not enhance a tweet with a voucher to entice followers to book an appointment? Managing social media can be time consuming; people find that using free tools such as Hootsuite and Tweetdeck allows them to write a batch of tweets in one go and then schedule them to be posted throughout the week, providing a regular stream of updates.
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A spa’s website is often the client’s first introduction to the business, and is therefore vitally important. What needs to be included and why?
Sarah It is essentially your shop window. A customer needs to feel part of the experience on the website. This could be your first point of contact so it could all start here! It amazes me how many businesses forget to display the phone number on every page very prominently – people might just want to call you! Include your services, some customer testimonials, and education on what they can expect if they visit you. Blogs are good for keeping content up to date for Google search purposes and for demonstrating that you are an expert in your field. Give advice and expertise and don’t forget to show a bit of personality too. Staff stories and backgrounds can help to welcome your customers in.
Oliver A website has the potential to get new clients to choose to give their business to a spa or salon. A spa’s website should include: • Overview of services offered – Be clear and concise. Try not to include too much description – make your key points in an understandable way and explain any industry jargon that might not be fully understood. • About the spa – Explain the business, introduce the staff and define the company ethos. A beauty purchase will be made on an emotional level, so showing the spa’s personality will help drive a buying decision. • Use less text – Website visitors tend not to read everything – they scan to find the information they are looking for. Use short and concise sentences and try to explain the key messages in as few words as possible. • Use more images – Images paint a picture. Pictures of the services offered, premises and staff will create a look and feel that engages with the customer. • Link to your social media – Use Facebook and Twitter applications to connect your social media channels to increase followers/likes.
Do you believe it’s still worthwhile using the traditional methods such as leaflet dropping?
Sarah If you’ve done your research properly based on your data, yes. For example, if you use your data to find out where your valuable customers live, it would be a good idea to door drop in that location. Keep the content similar to what I’ve suggested for your website – always remember, the experience starts here…
Oliver Definitely. Traditional methods of marketing can still provide businesses with a useful tool to promote themselves. Direct mail and leaflet dropping may have a low response rate, but it can still be a cost effective method to use. A spa, for example, may print 1,000 flyers and use quiet times to distribute these to the surrounding neighbourhood, or to leave with other local businesses. The spa would only have the print cost to deal with, as little as £34. If they won 10 customers (1% conversion rate) each spending £40, that’s £400 sales for just £34 spent. It simply makes sense. You could then factor in the possibility that these new clients could turn into regular ones. Even more profit. We would always advise that businesses use a good mix of marketing methods, new and old. In the same respect we would also advise against picking just one method, even if it is the latest technological trend. The important part of choosing your method of marketing is to always keep your target audience in mind. Many people who work in marketing will favour the latest technologies or one particular method; these opinions do not matter. What matters is reaching clients.
Business Feature What do you think is the most common marketing error made by spas/salons?
It is simple, but so often forgotten. Tracking Return on Investment is the key to understanding what went right, what needs changing and whether the campaign is worth repeating.
Sarah
How has marketing changed in the last ten years?
Sending the same message to everyone and wondering why the response rate is low. We’re all different and we all expect to be treated personally these days.
Oliver We believe the three most common errors are: • Not being creative enough – Loyalty Cards and ‘Recommend a Friend’ schemes are good, but everyone does them. There are many opportunities throughout the year to do something fresh and interesting. The businesses that market their products in new and exciting ways are generally the most successful ones. • Forgetting the proposition – We see so much marketing material that fails to present a clear proposition to the reader. What is the offer? How will it benefit the customer? Why should they go and buy it now? You may only get a few seconds of the reader’s attention so it is essential to make your offer clear. • Failing to track Return on Investment – How can anyone judge the success of a marketing campaign without the numbers to back it up?
Sarah Social media has played a big role in the rules of engagement. The customer can now have a two-way conversation and we should embrace this. They expect a lot from us and expect good value for the money they spend.
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Oliver The obvious answer is evolution in how we communicate with one another. Technology has opened up new ways for businesses to connect to customers, and customers have become more demanding of businesses and more informed about competitive offerings. Social media, smartphones and greater connectivity provide businesses with a mobile advertising platform that can reach customers instantly at little cost, but the pressure to deliver a consistently high standard of product and service means that companies have to be on top of their game. Unhappy customers now have a real voice, but importantly, so do happy ones. The marketing industry did, at times, get carried away with the digital revolution, believing it signalled an end of traditional marketing methods. But take a look at any successful company and you will see they still use the old methods, yet they have been quick to integrate the best technological advancements and adopt a multilevel marketing approach.
How can you see marketing methods developing over the next ten years?
Sarah They will become more data driven, more engaging from a customer perspective, and the era of video content will grow. We all want to see, hear and feel what a brand is going to give us.
Oliver We are seeing a real focus of personalisation in marketing and this will increase further in the next decade. Everyone, from Tesco to EasyJet, is getting smarter at identifying customers’ preferences and targeting these with very personalised offerings. You can already see this whilst browsing the internet: that pair of shoes you were just searching for seem to appear in the adverts around the screen for the next few weeks. Advertisers will get better, and slicker, at this. The internet has given rise to a huge collection of data about everyone’s preferences over the last ten years. The key will be finding the best ways to refine and use that data to sell products and services. We have no doubt that all businesses need to keep practicing and improving their marketing techniques to keep up with such a rapidly evolving pace of competition.
The Golden Question: A spa is looking to revamp its brand identity and marketing strategies during the next twelve months. How would they start this, what should the process include and why?
Sarah Start with research: who is your customer and what do they expect from you? What are your values as a business, what’s your story and what is the experience you provide? Brand consistency is so vital – tone of voice, look and feel needs to be slick and constant at all touch points, it’s not just a logo!
Oliver Brand identity is all about projecting the image of your business to the outside world through your name, logo, communications and visual appearance. A revamp of a spa’s brand identity is a great way to refresh your image in front of clients and potential customers. It is important to understand that it can be a costly process, so it should be only done with a good reason in mind. So the best place to start is to analyse the spa’s existing brand, asking: • What does the brand say to customers? • What do I like/dislike about it?
Business Feature • Do I need to scrap my entire brand and start again? If you still decide to go ahead, then the answers to these questions will set you up nicely for the next set of questions: • What do I want the brand to say, what am I communicating? • What is the image I want to portray? • How much can I afford to spend on a revamp and can I be sure it is money well spent? Answering these questions should give you an outline of what you want to achieve and how far you want to take your revamp. The team at Different Perspective Marketing can then help you design a new logo and company branding which you can use across all your communications, from direct marketing to your Facebook page. A clear brand identity that represents your business and communicates an attractive image will give a spa the look it requires to raise interest and draw in customers. It can also be the cornerstone of great marketing for the next 5-10 years. Developing marketing strategies should always start with a plan that sets goals and defines the ways to achieve them. The plan does not need to be overly complicated, but you must consider the following topics when creating the plan: Objective – Does the spa want to win new customers, sell more to existing ones, increase loyalty and increase its brand awareness? You need to prioritise your objectives and try to set realistic time scales for achieving them.
Establish a budget – Allocate an annual marketing budget. Establishing the necessary means to fund the activity provides spas with clear boundaries to work within. Setting a budget will also help a spa measure the return on investment for its campaigns. Plan the campaigns – Planning campaigns around business objectives will keep a spa focused. For each campaign a spa should think about: • The offer – What will entice clients/new customers? • Target audience – Different campaigns may be more relevant for a certain customer group. Think about who this applies to. • Preparing the campaign – Decide upon the time frame, promotional channels to be used and what, if any, additional resource is needed to run the campaign. • Briefing staff – Employees are valuable, both in terms of selling offers to clients and friends, and also for idea generation. • Preparing promotional literature – What is needed? Posters for the spa, flyers for leaflet drops or vouchers? • Measuring the Return on Investment – Comparing costs against sales to show the marketing success in financial terms. Apply dates and responsibilities – A spa will have the basis of a plan by working through the outlined points. It is important to list these activities and assign responsibilities. For example, if a spa is planning a Valentine’s campaign, they need to ensure that all of the campaign planning is done at least two months before Valentine’s Day to guarantee there is enough time to promote the offer and drive sales. The plan can be anything from a spreadsheet to a paper diary. The important part is to write it down, amend it when necessary, but most importantly; stick with it.
For further information on Sarah and her businesses, please visit: www.sarahcross.co.uk www.uber-uk.com www.code-beautiful.com https://twitter.com/uber_SarahCross To see how Oliver and his team at Different Perspective Marketing can help your business, please visit: www.differentpm.com https://twitter.com/DifferentPM https://www.facebook.com/DifferentPM
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HOT SECRETS With the holiday season nearly upon us, sharing your warm weather preparation advice with your customers is the perfect way to get them chatting. Pass these tips on to your clients to get them summer ready.
Hair
Lashes
Darren Fowler, International Creative Director for the Clipso Salon Group:
Marie Di-Rito, Director of Angel Eyes:
“UV rays, chlorine and salt on your hair and scalp can cause dryness, open cuticles, moisture loss and brittle hair, so protection for your hair is vital for preventing colour fade and hair damage. SPF is very important for coloured hair in particular. For example, use Kerastase Aqua Seal to protect your hair from the sun, sea and chlorine. This can be blow dried into the hair in the morning or applied directly to dry hair whilst on the beach or by the pool. You can still get the properties from the sun that you would want for your hair, such as the lightening effects, even whilst using sun protection. Something is better than nothing, and you can find great protective properties in hair spritzes and styling products that are available on the market. During sun exposure, I recommend the Kerastase Soleil range – Bain Après Soleil to cleanse your hair from chlorine, and the conditioner, Lait Richesse. The Mask UV Defense Active is perfect to nourish and protect the hair. Massage a sun cream or hair product with an SPF 30+ into your scalp to protect it. Apply this to your hairline, partings and temples as sun damage can affect your hair’s regeneration by damaging the follicle.” www.clipso.co.uk https://twitter.com/clipsosalons https://www.facebook.com/clipso
“Summer is on its way and eyelash extensions are in demand. This fast growing part of the beauty industry is becoming one of the most popular holiday treatments; I would say the ‘must have’ for the beach! This time of year, a look that is naturally beautiful, with ‘barely there’ make-up is in, and thick, false looking, heavy lashes are out. Angel Eyes natural look lashes compliment the beach look perfectly. If people are noticing your lashes rather than your eyes they are probably too false looking. Angel Eyes offers four stunning signature looks: Natural, Classic, Glamorous and Ultra Glamorous. If you’re setting off for a city break, our Express Socialite lashes in the Classic look are ideal to give you that city slick edge. Application only takes 20 minutes, which also makes them a brilliant option for a last minute holiday. All Angel Eyes treatments are ideal for the summer lifestyle; after having Angel eyes applied you can swim, steam, shower and spa just 20 minutes after application. They are sweat resistant, and can withstand temperature as high as 40°C and as low as -30°C, making them the perfect lash option for any type of holiday. Whatever you are up to this summer, you can enjoy having Angel Eyes.” www.angeleyes.uk.com https://twitter.com/AngelEyeslashes
Conversation Starters Eyebrows
Nails
Nilam Holmes-Patel, CEO and Founder of HD Brows:
Nail Harmony’s Soak-Off Gel Polish, Gelish, makes a fantastic low maintenance option for beautiful nails during the summer. Gelish will stay on your nails for up to three weeks with no peeling, meaning that you won’t have to spend precious moments of your holiday removing and reapplying chipped, unsightly polish.
“New for 2014, we’ve introduced the HD Brows Express treatment. This is a new feature for our brand and is already a hit with frequent flyers and busy holiday goers, as it provides a drop-in option for brow beauty, especially for those who book last minute deals. Our exciting new lightening treatment is also perfect for clients going overseas, helping to match their brows to their sunkissed locks and bronzed skin tones. I think the trend for lightening and ombre looks for the brows will be big news this summer. I recently lifted and toned Rochelle Humes’ and Nicole Scherzinger’s brows and many other celebrities have started to request the same, so watch out for this huge new trend. When it comes to pre-summer holiday pampering, it’s all in the planning. Just as you would plan in your leg waxing or hair colour a few days before you travel, we advise having any HD Brows treatments around five days before you fly, so that they have a chance to ‘take shape’ and are perfect for your holiday. Eyebrows are individual and this tailored procedure can transform even the most unruly of brows into beautifully groomed, beach ready brows. This season’s eyebrow trend is all about the natural look – ensuring brows are in a prime position and follow the natural contours of the face. For brow treatment virgins who desire that perfect holiday shape, we would advise them to start visiting their local stylist for sessions a few months before, as it is likely they will be placed on a re-growth programme and will need time for hair to grow in sparse areas. Every new client must also have a patch test prior to their treatment.” www.hdbrows.com https://twitter.com/hdbrows https://www.facebook.com/OfficialHDBrows
With hundreds of colours to choose from, you can be sure to find a shade you love. With the superb strength of this formula, you have the added benefit of excellent protection for your natural nails, leaving them in great condition when the product is removed. www.nailharmonyuk.co.uk https://www.facebook.com//NailHarmonyUK
Body Yon-Ka’s Aroma Minceur anti-toxin slimming body wrap makes the perfect pre-summer treatment for those up and coming bikini days. This treatment detoxifies whilst helping to sculpt the silhouette and alleviate the symptoms of cellulite. An electric blanket wrap combines with special Yon-Ka massage techniques to target fat retention in certain areas of the body such as the thighs, abdomen and legs. It is the perfect non-evasive and cost effective beach body solution. www.yonka.co.uk https://twitter.com/YonKaUK For bright and glowing holiday-ready skin, Pevonia’s Tropical Saltmousse Glow treatment is a must. This powerful aroma-sensory massage gently polishes skin to perfection whilst detoxifying, alleviating fluid retention and stimulating blood circulation. Skin will emerge visibly smoother, brighter and naturally replenished. www.pevonia.co.uk https://twitter.com/PevoniaUK https://www.facebook.com/PevoniaUK
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Tanning If you want to arrive on holiday feeling confident and bronzed without the use of sunbeds, invest in a spray tan. Lauren’s Way Solution 60 rapid tan develops into a gorgeous golden glow in just one hour, and allows you to choose your shade – leave the tan on for 60 minutes before showering for a light tan, two hours for a medium tan and three hours for a dark tan. Once applied, Solution 60 provides flawless coverage and leaves a gorgeous
Holiday Heroes Firm your figure The Multi-Vitamin Firming Crème from Kerstin Florian is full of ingredients to firm, tone and hydrate the skin, meaning you can maintain your bikini body all holiday long. RRP £47.00 www.kerstinflorian.co.uk
https://twitter.com/Kerstin_florian https://www. facebook.com/ KerstinFlorianUK
Safeguard your skin Yon-Ka’s SPF 20 Medium Protection Spray for Face and Body is a fine light spray that is recommended for sun lovers who want to achieve an easy, quick golden colour. RRP £37.00 www.yonka.co.uk https://twitter.com/ YonKaUK
fresh aroma. As long as the product is washed off within the maximum three hour period, you can have a spray tan the same day as you fly; perfect for the last minute break. The solution is suitable for all skin tones and will last for up to five days, just in time for a natural tan to develop. www.laurensway.com https://twitter.com/Laurens_Way https://www.facebook.com/laurens. wayprofessional
Clear your complexion Put away the thick foundation in favour of the Multi-Corrective CC Cream from Resultime. With intense and long-lasting covering power and UVA and UVB Filters offering SPF30 protection, this is the perfect option for beautiful summer skin. RRP £35.50 www.resultime.co.uk https://twitter.com/ CollinUK https://www. facebook.com/ collinresultime Freshen up your face Maintain your brows and beauty while you’re away with brow, eye, skin and lip products from the Make Up by HD Brows collection. Any of this 76-strong collection of premium beauty items will make the perfect travel companions this season. RRP £9.00-£32.50 www.hdbrows.com
Voted Spa Professionals’ Favourite Skincare Line
From international resorts such as The Ritz-Carlton, to independent spas and salons, beauty professionals in 33 organic, professional products to treat their clients’ skincare needs successfully. To discover why 4,000 spa professionals named Éminence out how our award-winning products can help transform your clients’ skin as well as your business, call us on 01527 834 904.
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Delivers visible results
Product variety allows you to offer clients a bespoke spa experience
A-list celebrity devotees help drive client bookings and retail sales
Free of parabens and harsh chemicals
++ 44 (0) 1527 834 904 info@theskinsmith.co.uk www.theskinsmith.co.uk TheSkinsmith
@EminenceOrganic
*American Spa’s Professional’s Choice Awards 2013, 2012, 2011, 2010 and 2009.
Established in 1964, Germaine de Capuccini are pioneers in anti-ageing technology, offering some of the world’s most effective spa treatments and skincare products available today. Your clients are taken on an unforgettable journey through our premium range of treatments, steeped in stunning rituals with results to match. We can offer you a truly unique menu of surprisingly affordable treatment journeys tailored to suit your business, complimented by the creation of a bespoke treatment brochure.
The brand of choice for the most exclusive of spas.
0845 600 0203 | gdcspa.co.uk
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DARE TO BARE
With the summer months fast approaching, clientele across the UK are looking to get holiday ready. As a spa professional, you are in the fortunate position to offer your clients the convenience that just isn’t available through home hair removal. Modern Spa looks into the different professional options available.
Waxing Due to it being a cost effective and relatively quick method of full body hair removal, it is no surprise that waxing is the treatment of choice for many spa therapists. One such professional is Toni Keable, the Regional Manager and an accredited resident trainer for Waxed Works, a chain of specialist waxing studios based in East Anglia. Waxed Works was taken over in 2012 by former Army Officer, George Wyndham, and has since gone from strength to strength.
Toni Keable “I am passionate about waxing; I love the hands-on removal of hair and I get excited about all aspects of it. I believe that great waxing only comes from good education, confidence and constant practice. Waxed Works is somewhat unique as we only wax – we offer no other beauty treatments at our studios. I am often asked why we don’t offer any other treatments and the answer is simple; when you repeat the same thing over and over, you become excellent at it. You can focus all your attention on that one thing and gain the confidence and experience to constantly improve and hone your skills. Our clients come to us, safe in the knowledge that they are in the hands of experts in the waxing field. As well as an extensive female waxing service, Waxed Works offers a comprehensive male treatment list. We see a lot of male clients at Waxed Works as they feel comfortable coming to us knowing they won’t be entering a ‘beauty salon’ environment. Our décor is very neutral, and having a man on the front desk is a massive bonus. I believe it is imperative to think about these things if
you are trying to attract more male clients to your business, as most men can be very intimidated by the beauty industry. Having an informative website is also essential as most men will do a lot of research on the internet before braving a visit! I think all spas should be encouraging men into their businesses as they prove to be incredibly loyal clients. I believe waxing to be the most convenient and cost effective form of hair removal for all body areas. Very little work needs to be done in between visits as long as the client knows their aftercare routine and is prepared to put in a little work at home to keep the skin in optimum condition. We currently use Outback Organics Gold Peelable Wax for all intimate and facial waxing, as well as some male chest and back waxing. For legs, we use strip wax. We retail Outback Organics products as we have found them to be not only affordable, but incredibly effective. I would advise any therapist to play around with as many different types of wax as they can, as everyone has different requirements and techniques. Get advice from the manufacturer about correct working temperatures, attend play days or training days and watch YouTube clips of specific wax brands or trainers. Never stop learning – don’t ever assume you know everything about waxing – no one ever knows everything!” www.waxedworks.co.uk https://twitter.com/WaxedWorks
Summer Trends
Outback Organics
Caronlab
As well as being Waxed Works’ brand of choice, Outback Organics is an industry favourite, and counts The Urban Retreat Harrods, Champneys and Amida amongst its clients. Director Tracey Smith explains why:
Caronlab has set the benchmark in superior salon quality products and service for over 25 years, and has become Australia’s leading salon wax manufacturer. Perfect for male clients, Caronlab has recently added the Viva Azure Shimmer wax cartridge to its product range. This ultra-flexible wax contains azulene and mica to soothe, calm and assist in rapid recovery of the skin. The larger surface area of the roller head allows for a smooth, thin wax application, making for faster and more efficient waxing.
“Outback Organics offers a complete range of products and waxes for hair removal so that you can achieve consistent and long term results. Hair removal becomes a truly luxurious beauty treatment that will set you apart from the competition and ensure return business. Each product contains natural Australian fruits and plants, and the entire range is free from parabens, sodium lauryl sulphate, SLES, mineral oils and artificial fragrances. Our fabulous Outback Gold Peelable Wax is taking the beauty world by storm! It is spread in thin single layers in the direction of hair growth and peeled off by hand in the opposite direction, just like strip wax. Outback Gold uses up to 60% less wax than traditional hot wax and can be used anywhere on the body, removing even the strongest and most stubborn of hairs. It is incredibly economical and dries in under 30 seconds. It remains supple when cool, never goes hard or brittle, and its low melting point means improved client comfort on even the most sensitive of body parts.” www.outbackorganics.co.uk https://twitter.com/OutbackOrganics
Harley Wax
Director Lilliane Caron says, “The addition of Viva Azure will certainly aid the therapist that wants a high performance and quality cartridge wax but without the creamy texture and added fragrance. This cartridge will be a perfect alternative to use on clients with short, stubborn and coarse hairs.” Caronlab products are available in the UK through Couture Training. www.couture-training.com https://twitter.com/CaronLabUK
After launching its waxing system 10 years ago, Harley Wax is fast becoming a global leader in the waxing industry and is internationally recognised for its advanced hair removal system at competitive prices. All waxes are made to high standards in the UK using a combination of essential oils, and are designed to have a low melting temperature, meaning little burning or redness. Harley Wax offers five variants of hot wax and film wax, each with their own finely balanced ingredients containing either micro mica or titanium dioxide. The pliability, superior grip and skin nurturing formula of the products will deliver the perfect results for even the most demanding professional every time. To learn more about how Harley Waxing can help your business grow, visit www.harleywaxing.co.uk https://twitter.com/HarleyWax
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Electrolysis
Laser
For a permanent solution to hair removal for your business, Electrolysis is an obvious treatment to consider. It is effective, successful and safe when performed professionally, and with improvements in technology, it has developed into a more comfortable and gentle treatment than ever before. Electrolysis can be performed anywhere on the body, but it is most commonly used on the face. It is also a popular treatment for breast hair, the bikini line, toes and other small areas of the body.
Cynosure’s award-winning Elite laser is the next generation multi-wavelength system for hair removal, with integrated air-cooling and larger spot sizes. Offering two wavelengths that can be blended together, this revolutionary treatment treats all skin types including dark skin tones for the first time. It can remove unwanted facial and body hair, and is also effective on other skin concerns such as age spots, rosacea and mild lines and wrinkles. The laser emits a gentle beam of light, which is only absorbed by the hair follicle, leaving the skin completely unharmed.
There are three different electrolysis methods; Galvanic, Thermolysis and Blend, the latter of which is suitable for all skin/hair types and colours – something that is not always a possibility with other hair removal methods. The Blend is the most recent of the three methods, combining Galvanic (DC) and Thermolysis (AC). This is said to be the most effective, quickest and most comfortable method, especially good for curly or distorted hair follicles and pigmented skin types. Training with an established reputable training provider, that offers a full qualification recognised by all leading insurers, is incredibly important. Sterex offers a seven day training programme which covers all theoretical and practical aspects of Electrolysis for £1695.00 + VAT, and all Sterex trainers are members of The British Institute & Association of Electrolysis. The Sterex SX-B Machine costs £810.00 + VAT, and once the treatment room is set up, the cost of the treatment is minimal, making it a very rewarding and lucrative treatment option for your business. Electrolysis makes a brilliant stand-alone treatment, but it also complements laser/IPL treatments, creating the perfect combination of speed and permanency. www.sterex.com https://twitter.com/Sterex
The minimum training requirement for the Elite system is NVQ level 3 in beauty therapy. The initial training for hair removal is two days, and covers laser core of knowledge, hair biology, consultations, treatment strategies and practical training, as well as sales and marketing tips for new spas and clinics. Once the initial training has been completed, a follow up training day is arranged six weeks later. This day is designed to answer any questions that practitioners may have, and to offer advice on advanced settings and treatment protocols. Once the Elite system has been purchased from Cynosure, you will be left with the appointed clinical trainer’s details to provide your therapists with full and ongoing training support. All clinical training for new and existing Cynosure customers is free of charge. The cost of Elite is from £1,486 per month and the recommended treatment price is from £100 per session. www.cynosureuk.com https://twitter.com/Cynosure_UK
Brought to you courtesy of our sister company
www.checkaprofessional.com
0808 901 9042
Find out about the unique advantages Checkaprofessional membership could provide for your online marketing.
The Checkaprofessional website will give instant access to hair and beauty professionals who have agreed to be vetted by us and continuously monitored by their clients who can post feedback on the site. It will provide a FREE one-stop shop to finding the right professional for a client`s particular needs.
Today, clients are looking for an informed choice when choosing a therapist and Checkaprofessional`s new online service is providing just that.
THE ONLINE MARKETING REVOLUTION FOR HAIR AND BEAUTY THERAPISTS!
What makes CaronLab products and techniques so unique? - Unique Waxing Techniques - People fall asleep when having both body and XXX waxing - Clients can feel the difference - Techniques to save time and money - Products are made from the finest ingredients available so they cause no allergic reaction for even the most sensitive of clients. - Not tested on animals - There is no need for oils and Talc under the wax as our waxes are Pliable and flexible - Setting salon standard in all areas of customer service and innovation & education - Signature treatments - Secret garden™, butterfly™, brazilian plataforma™, Houdini strip waxing method™ - The ultimate non-invasive treatment - Halal certified for manufacturing processes - Microwave to pot concept to save time for therapists - A lot of the products in the range are vegan friendly.
0121 647 7244
info@couture-training.com
WORLDWIDE INSPIRATION
FUSION MAIA DA NANG “With a simple design, down-to-earth 5* service and a surprising all spainclusive concept, Fusion Maia Da Nang is a ground-breaking resort; the first in Asia that provides all spa treatments, private pools and breakfast any time and place included in the room rate. It is unique in the sense that all of this expresses Fusion Maia’s passion and dedication to the art of relaxation.”
Gillian Hamilton, General Manager
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Situated on the stunning My Khe beach in Da Nang, Fusion Maia is a charming all villa resort that boasts Vietnam’s largest spa, and is an addition to the country’s luxurious 5* resorts that is quite unlike any other. Spa facilities, as you would expect, are extensive, and include 16 treatment rooms, two beauty salons, steam rooms, private Jacuzzis and a yoga studio. However, perhaps most importantly, it is a haven for guests looking to get away from the stresses and strains of daily life and wanting to experience Vietnam’s holistic remedies in a luxurious but relaxed setting.
Maia is the first 5* resort in Vietnam to have a certified yoga program, and this year we have also added our Natural Cleanse Program.”
“We have developed from just an idea and a basic treatment menu four years ago to a full spa resort concept today,” explains General Manager, Gillian Hamilton. “We have evolved over the past three years, adding to our menu and last year creating a full Natural Living Program with activities such as yoga, meditation, breathing and fitness classes. Last year, our Fusion Flow Yoga Program which we developed in house, was certified by the US Yoga Alliance. Fusion
“Our most popular treatment is the Natural Living Massage,” says Hamilton. “Warm and relaxing, this fusion of ancient Eastern healing and holistic aromatherapy creates a deeply restorative experience, and customised with one of our seven signature essential oil blends, it’s completely individual to the client.” Designed to channel energy, the massage is the tangible manifestation of Fusion Maia’s entire philosophy; promoting connections, stimulating health,
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At the heart of Fusion Maia is the concept of wellness, with all aspects carefully considered to provide guests with the tools to live a balanced life, both through the nourishment of the body and the nurturing of the spirit. Everything is designed to cleanse, inspire and invigorate; from the restaurant menus’ offerings of nutritious and imaginative cuisine to the treatments offered in the spa.
Worldwide Inspiration
conveying warmth and leaving guests at peace. Fusion Maia is special and unique for many reasons, but it’s the all-inclusive spa concept that makes it so ground-breaking. The first resort in Asia to offer all spa treatments within the standard room rate, it is a unique selling point that enables guests to fully immerse themselves in everything the resort has to offer. “Through included daily spa treatments, our guests don’t have to worry about the hidden extras, and getting pampered on a daily basis helps many relax and reconnect with themselves,” explains Hamilton. ”Enjoying spa treatments is part of daily living at the resort, and many people actually never want to leave. Our Natural Living Program is also designed to provide them with the tools and ideas for a more balanced lifestyle while here, and once back home. We are proud to say that some of our very simple ideas have changed some of our guests’ lives – some write to us after a stay at the resort to tell us how they have started eating healthily, how they have joined
their local gym or how they have started doing yoga on a regular basis.” Additionally, offering our guests the choice to have breakfast any time of the day also contributes to a deeper sense of relaxation,” she continues. “They can sleep in and choose when and where they would like to have their breakfast served; in one of our restaurants, in their own villa, by the beach, in the spa garden or at our Café in Hoi An. They are not constrained to follow a ‘breakfast timetable’. From the moment they wake up, they decide how and when they start their day.” “The caring assistance of our ‘Fusionistas’ is another key point,” adds Hamilton. “Our Fusionistas are much more than the traditional butlers; they make the experience. They delight in sharing their passion for the resort by helping guests create individualised stays, making sure they feel at ease and helping fulfill all their needs and wants. Our Fusionistas are caring and loving hosts; friends that make sure each guest’s stay is a warm and stress free one.”
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The feeling of ease that flows through Fusion Maia can also be accredited in part to its stunning location – lush tropical gardens containing coconut and areca trees surround the villas, and these natural elements helped to shape the look of the resort. “Our gardens, natural spaces and the flow of energy from the ocean to the heart of the spa influenced the design. Our resort concept was inspired by the Citadel of Hue, which itself was inspired by the Forbidden City in Beijing,” explains former Manager, Michelle Ford. “Our architecture and design follows the principles of Feng Shui and there is a very special energy permeating the resort,” adds Hamilton. “The water streams and bamboo alley ways give a sense of ‘flow’ throughout. Also, every room is a private pool villa – a sanctuary for our guests to enjoy their stay in full privacy. It seems to be a combination of all aspects of Fusion Maia that gives it such major appeal. “Our guests love the relaxing tranquil setting of the garden, with our spa pool and waterfall at its heart,” says Hamilton.
“They also love the ‘sanctuary’ feel of the place and the open spaces, but positive reactions are mostly linked to the unique inclusive spa concept,” adds Ford. With such a successful and seemingly life changing concept, it’s no surprise that the main aim of all at Fusion Maia is the continued growth and development in all areas of the spa business. “We will continue to grow and develop our spa, and this year we will introduce a program of retreats focused on wellness areas such as meditation, fitness, style, personal development and body, mind & balance,” concludes Ford. “More people are interested in healthy holidays and understanding the importance of this to balance their life and health, so we want to provide more tools to enable guests to have sustainable natural living at home.” www.maiadanang.fusion-resorts.com https://twitter.com/FusionMaiaDN
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MAY 2014
MODERN MAN
Within this ever growing industry, spa professionals should be aware of the different treatments and products available for today’s modern man. This month, we discuss how you should be responding to the differing needs of this sector.
Olivier Bonnefoy
Olivier Bonnefoy is the founder of Gentlemen’s Tonic, a male only barbershop and spa establishment with its headquarters in London’s Mayfair. With additional branches worldwide, and its own grooming range, Gentlemen’s Tonic is now a leading male specific brand.
“It’s no secret that the male grooming industry is booming. It has seen a decidedly steady increase over the past decade and this trend has been seen across all age groups. We believe this increase is partly due to the celebrity culture, figureheads and male idols such as David Beckham promoting a groomed, metrosexual look which appears to have encouraged the ‘average Joe’ to follow suit. Men do care about their looks and will take measures to maintain this. The male grooming spa industry therefore needs to accommodate this with a more extensive spa menu and targeted treatments. At Gentlemen’s Tonic we have noticed that a younger man typically opts for a facial over a massage. Speaking with customers, we believe this is a nod to attempts to combat ageing. Through the media, the younger man appears to be targeted with the facts that their skin can age due to similar factors to women, such as air conditioning, heating and harsh weather elements including the sun, wind and cold. Therefore, in an attempt to stay looking more youthful, a facial is deemed a necessary measure to aid this. This is backed up with the Gentlemen’s Tonic MultiVitamin Facial being one of our most popular facials. This treatment is an effective way to combat premature ageing. It is a blend of AHA’s and skin normalising vitamin A-Retinol, enriched with a nourishing blend of anti-oxidant vitamins and soothing botanical extracts leaving skin youthful and even. For the older man, massages tend to be more favourable. Often active and hard-working, these men frequently need to de-stress and relieve the aches
and pains or sports injuries that have accumulated in their lives. On the whole, young professionals lean towards being more daring and advanced with grooming. However, this does not mean the older generation are far behind. Particularly in the last few years at our Gentlemen’s Tonic establishments across the globe, we have noticed an increase in the age group of customers wishing to experience our services. A decade ago it was rare for a 50+ man to book in for a grooming experience, yet now this is fairly regular. Having branches in Hong Kong, New Delhi and Dubai, we believe that the Eastern influence is slowly taking over. Older men age gracefully there and really focus on taking care of themselves, whereas in the UK, this idea has just recently slowly but surely started catching on. Older men in places such as Hong Kong still take great pride in their appearance and see grooming as a regular and essential part of their lives. A few years ago in the UK we saw it as more of a treat, however, the benefit of regular grooming is increasingly being acknowledged and implemented in our gents. With regards to products for this age range, Gentlemen’s Tonic has seen a rise in the so called ‘grey market’ purchasing our products. The types of products purchased are slightly different to those of a younger man. The older men still remain fairly straightforward in their choices, opting for a simple moisturiser as the most commonly bought product. The younger market seem to take grooming a step further with a skincare routine of exfoliation, cleansing, toning and moisturising. When we speak to men across all ages, they generally prefer to buy male specific products rather than unisex products. For this reason, male only brands have had to ensure the products they are providing are top of the range in order to keep this custom and loyalty, which Gentlemen’s Tonic has managed to do.” www.gentlemenstonic.com https://twitter.com/TheXckusiveGent
Treatment Focus
*Image courtesy of Yon-Ka
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MAY 2014
Mark Sproston Mark Sproston is the founder of The Shavedoctor Company and specialises in wet shave training, barbering courses, cut throat shaving and professional barbering. His knowledge, area of expertise and credibility is now in high demand from many leading industry publications.
The modern male grooming industry has never been more mainstream, manly and beauty orientated at the same time. From an increase in various Botox procedures to ‘boyzilians’ (male full Brazilian wax) to cut-throat shaves, the male grooming industry has taken off big time. While style-conscious, dapper gentlemen are on the rise, grooming in 2014 is all about being a man who insists on physical improvement, great hygiene and essential body grooming. Take a look at the upcoming male grooming trends: Slicked back hairstyles, clippered sides and hint of a small shaped moustache. Hairstyling, too, lends itself to a very neat stylised fashion which can only be achieved with the help of professionals. This also extends to many hair care services, such as hair sculpting, hair rebonding, colouring and experimenting with different hairstyling products. The bottom line being: it’s all about vanity. Camouflage is the new black when it comes to covering up those grey hairs. For men now, it’s all about delaying the signs of ageing as opposed to fighting them. Men are more conscious about wrinkles, fine lines and grey hair. Colour tinting the hair, which gives a more natural and blended look, is in. So are non-invasive Botox surgeries to keep the skin taut and firm. Use of moisturisers with SPF properties has also seen an increase. An increase in the demand for grooming services which includes full leg waxing for cyclists and sportsmen, and all over body hair removal for swimmers is evident. Manscaping is becoming increasingly mainstream, and men are also not shying away from various hair removal procedures, which also includes laser treatments.
As more men of today complain about spot prone skin and the increase of ingrown hairs, 2014 is now the time to be using a daily face scrub wash. It will flush out the daily elements of dirt, grease and grime and at the same time, tiny polymer beads within the scrub will help lift trapped ingrown hairs from beneath the skin’s surface. Using a mild scrub wash daily can reduce ingrown hairs by up to 80%. Whilst the older gent may leave male grooming to his younger counterpart, a visit to the spa or barber shop for a cut throat shave is still extremely popular. Some silver surfers may visit the barber once or twice per month for a traditional wet shave which also includes removing unwanted ear and nasal hair by waxing or threading. Interestingly, research from the Shavedoctor Company has confirmed that more men approaching retirement age have visited a spa or salon for pedicures, as they become more self-conscious of their feet and toes being exposed on the beach. You are never too old to keep looking good. Language is a key factor in getting the reluctant man into the spa. When creating male treatments within your menu, use manly words. For example, scrub not exfoliate, and moisturaze rather than moisturise. Colour schemes can also play a huge part, and if your spa is completely pink, purple or yellow, this will certainly guarantee putting him off from entering, as will all female advertising, promotional posters or point of sale displays. Find a male only brand that can offer strong manly promotional material to help him feel engaged and comfortable in the salon. Remember, 61% of men don’t feel comfortable when visiting their hairdresser or barber! www.shavedoctor.co.uk https://twitter.com/ShaveDoctor
Treatment Focus
*Image courtesy of Yon-Ka
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Products
MAY 2014
Firm Follicles British Hair’s Style Shaper is a strong hold fibrous putty that delivers superior definition, separation and texture to short hair. The putty is formulated with beeswax and carnauba wax for added strength, and also moisturises, fights frizz and protects hair from UV and heat damage. RRP £11.25 www.britishhair.com https://twitter.com/British_hair https://www.facebook.com/ BritishHair
ings hree sizes Runn contains t in 100ml p l o o C ooler ducts to kee The C doctor pro g Creme ave Gel h e Shav ate Shavinshaving, S d reduce n im g a lt in ir U ling a ur – ool d the root h shave Coo in. c in k r k s soften ved s d Afte Oil to g rash an d heal sha shavin soothe an Gel to 15.00 uk ctor £ or.co. RRP havedoct /ShaveDo s m www. /twitter.co :/ s p t t h
Hello Hydration Germaine de Capuccini’s Men’s Hydrating Balm (SPF15) is an easily absorbed product that helps strengthen the skin’s natural resistance against environmental aggressions, including pollution, air conditioning, central heating and extreme temperatures. Ideal for combination skin, the balm provides specific care for men’s needs and revitalises and energises skin. RRP £36.50 www.germaine-de-capuccini.co.uk
Clean Shave This ultimate shave/facial set from men-ü comprises three essential products to shave, exfoliate, cleanse, cool and moisturise, giving a great facial with every shave. The set consists of shave crème, healthy facial wash and facial moisturiser lift, all in handy 15ml sizes. RRP £7.95 www.men-u.co.uk https://twitter.com/men_uGrooming
Trim and tonic With a recent return to traditional barbering techniques, hair tonics – popular in the 1950s and 60s – are enjoying something of a renaissance. Denman’s collection of Jack Dean Tonics are ideal for men looking to create a smooth and sleek style with a glossy finish, and can also be used to give clients an invigorating scalp massage. RRP £8.00 each www.denmanbrush.com https://twitter.com/DenmanBrush
The uintessence of the phyto-aromatic care Efficacy Science
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Yon-Ka, your Beauty Salon and Spa partner Multi-sensory treatments with essential oils, plant and fruit extracts. Providing effective and visible results since 1954. Exceptional expertise that is recognised by over 5000 spas and beauty salons. Formulated, produced and distributed from Paris to over 40 countries worldwide. Daily support for a partnership based on shared high standards.
Contact : Yon-Ka Distribution Ltd - Unit 4, Stratford Office Village - 14/30 Romford Road - London E15 4BZ TĂŠl : +44(0) 208 519 2804 - contact@yonka.co.uk
www.yonka.com
The UK’s first skin care range scientifically formulated just for menopause
UK DAY SPA FOCUS
SK CLINIC + SPA
SK Clinic + Spa is a 5-Bubble day spa situated in a Grade II listed building in Bury St Edmunds, Suffolk. The brainchild of Pevonia UK Director, Daniela Chandler, SK first opened its doors in July 2008 after five years of consultancy and development to ensure the spa stood out as one of the finest health, beauty and wellbeing sanctuaries in East Anglia. SK offers an extensive and advanced range of treatments and provides guests with a truly bespoke spa experience. Modern Spa Magazine has asked the team at SK Clinic + Spa to give their insight into such a thriving business.
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MAY 2014
“At SK, we believe in the unique qualities of every individual. Our treatments are customised in order to exceed the expectations of our clients who are seeking results-driven treatments tailored to their needs. My passion lies in skincare and I have been fortunate enough to run a brand like Pevonia, which has a whole philosophy dedicated to results for the skin. So when it came to setting up another business, it had to come back to that passion. Ultimately for me, it’s all about treating people and giving them the results that they want from skincare, massage, waxing and so on. Whatever service or treatment they choose, they can expect the very best at SK.”
Daniela Chandler, Director SK Clinic + Spa has successfully built up a loyal client base since opening, achieving this not only through being a unique specialist skin boutique day spa and the only one in East Anglia, but also through providing luxury treatments in an exclusive environment, accessible to all. SK’s positioning is perfect too. Bury St Edmunds is a bustling medieval market town, set within some of Suffolk’s finest countryside. SK itself is housed in a former chapel which has been sympathetically restored to its former glory on the outside, but is transformed inside to offer contemporary, tranquil interiors and treatment spaces.
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We wanted to create a customer journey through the building using the tonality of the décor – light and bright at the beginning, then graduating to become dark and subdued. Guests leave the hustle and bustle of the street outside, escape the distractions of everyday life and enter a place of serenity and isolation. Throughout SK, accents of style and contrast are achieved with contemporary finishes, lighting and imagery. Upstairs, the treatment spaces are more social. Our customers can relax in the spacious, sunlit lounge before indulging in a vast selection of professional maintenance treatments.
UK Day Spa Focus SK is aimed at three distinct types of client. The first is those looking for relaxation, pampering and wellbeing. We fulfil this by offering over 200 face and body treatments, and our menu expands year on year to ensure we continue to provide the very best services available in the spa industry. From massages and manicures to body wraps, polishes and facials, every treatment is designed with relaxation in mind. Secondly, SK is aimed at those seeking answers and results for skincare concerns. When they come to SK for the first time, clients are invited to complete a confidential questionnaire outlining any medical issues, their lifestyle and skin and body care goals. Whether the client is a young teenager with blemish-prone skin, or an adult with rosacea symptoms, SK’s treatments are more than just about spa relaxation – we want to help solve the clients’ skincare issues. This is why SK is also called a clinic; the aim is to provide proven solutions for a range of common and debilitating skincare concerns, from the aforementioned acne and rosacea, to post-operative scarring, hyperpigmentation, port wine stains, and excess hair growth caused by medical issues. SK’s clinical procedures comprise state of the art technology and products that deliver results. These include IPL photo facials, IPL hair reduction, medical microdermabrasion, Botox, lip fillers, electrolysis and skin scanning. Skin scanning is offered free of charge to all clients visiting SK for the first time to have a facial treatment. The skin scanner is used to carry out a detailed skin analysis, which will help determine the client’s true skin type, identify any underlying issues that aren’t always visible to the naked eye, such as sun damage or dehydration, and find out the client’s true skin age. SK will then use this information to make prescriptive treatment recommendations and create bespoke spa courses to deliver the lasting and visible results the client deserves.
Finally, SK is targeted towards clients who enjoy regular grooming, but with enhanced treatment. An example of this is in our hair removal services. SK aims to make the experience painless, prompt and positive. Being skincare experts, we understand that to reduce the risk of post-hair removal complications, like blocked hair follicles that lead to unsightly and occasionally painful ingrown hairs, it’s important to exfoliate and cleanse the skin. Therefore, SK’s leg waxing treatments begin with a full leg exfoliation followed by a cleanse with hot towels. Our philosophy is to provide unique, exclusive, and unforgettable spa experiences for every guest, whatever their reason for visiting. SK is the flagship UK spa for Pevonia, whose award-winning products and in-spa treatments are coveted by celebrities, influencers, and consumers around the globe for their aesthetician-proven ability to deliver outstanding skin solutions that restore, rejuvenate, and revitalise all skin types. All Pevonia products and spa treatments are free from alcohol, parabens, mineral oil, lanolin, PABA, urea, formaldehyde, synthetic dyes and artificial fragrances. All packaging is recyclable and Pevonia is committed to cruelty-free skincare.
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MAY 2014
We use Pevonia products to deliver our most popular treatment: facials. SK offers an extensive selection of corrective facial treatments for each particular skin condition to deliver promised results. Currently, our most popular facial treatment is the newly-launched Pevonia Spa Clinica® PRO Peel & Recapture MicroRetinol™ treatment. Featuring an unsurpassed formula, this high-performance facial combines a deep cleansing, potent yet gentle peel, and Micro-Retinol™ treatment to recapture smoother, denser, and youngerlooking skin instantly. The results are immediately visible, and our clients just love the dramatic change of appearance to their skin after just one treatment. SK also uses other distinguished brands for our other spa offerings, such as Artistic Nail Design, bareMinerals make-up, Fake Bake, Lash Perfect, Minx Nail Art, OPI, SBC and Edwin Jagger grooming for men. As well as these carefully chosen product ranges, SK has also partnered with Cathedral Dental for teeth whitening and Botox treatments, Julia Hadley for hyaluronic acid based fillers, plus five local prestigious hotels, each with a unique spa package offering. Spa Director Daniela Chandler is always on the lookout for brands
which share the same ethos as SK and the very latest in technology and treatments in the beauty industry. SK has an elite identity. Whilst there is competition in the area, none of them offer what SK Clinic + Spa can. We have an appreciation for the unique qualities of the individual, our staff and our customers. We understand that all needs are different and that no experience is the same; it is our core philosophy to remain bespoke and people focused. We offer a unique concept in providing very tailored treatments amidst luxurious surroundings. Being situated in such a beautiful town, we are surrounded by other local businesses that reflect our exclusivity. SK partners with such businesses as The Angel Hotel which offers the very popular monthly Eat & Treat package, Tuddenham Mill with its Rustic Chic Spa Retreat packages, the clothing boutique Javelin, and The One Bull Pub and Restaurant, which offers discounts to SK customers. We carefully select where we advertise, and once clients have visited SK, they come back again and again. www.skclinic.co.uk https://twitter.com/_SKClinic_
Essential oils, carrier oils, skin care, hair care & body care, available from Shirley Price Aromatherapy
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MAY 2014
LET’S TALK TRAINING OPI Manicure and Pedicure Course – an introduction to OPI A beginners’ manicure and pedicure course to experience the true luxury services that OPI offers. Incorporating OPI’s Avoplex Moisture Replenishing system and Pedicure by OPI. Cost: £435.12 + VAT including kit This is a 2.5 day course, and is available nationwide. OPI has been training students and professionals for over 30 years and they pride themselves in setting therapists on the right path for success. OPI is an exciting, progressive company and this energy and drive for excellence ensures that you and your business will always be up to date with the latest nail technology and trends – essential in this competitive market.
Axxium Gel Beginner Course The brush on application of Axxium Gel by OPI gives you effortless overlays and sculpts with exceptional strength, clarity and colour. Axxium by OPI is the ideal system for technicians who don’t get the opportunity to create nail enhancements every day, but want to create beautiful, wearable, weightless, natural-looking nails simply and perfectly.
Lena White Limited offers on-site, ongoing training within your spa, meaning that you can be assured of continuous support and education for your staff in the OPI systems and treatments that you provide. They recognise that spas have different needs to salons, and ensure that they accommodate them.
Cost: £627.60 + VAT including kit This is a 4 day course, and is available nationwide.
There are a number of courses available, a few are detailed below. For further information on the other courses offered, visit http://trade.lenawhite.co.uk/store/ courses-workshops https://twitter.com/OPINAILS
Absolute Acrylic Beginner Course If you are looking to expand your treatment menu, acrylic is the backbone of the nail industry. An ideal starting point for beginners. It is the most frequently requested enhancement service. Cost: £516.06 + VAT including kit This is a 4 day course, and is available nationwide.
Beautytrix covers all aspects of training, not only to prepare your staff for what is to come, but also as an ongoing support once training has taken place. To help your staff get the best out of their learning, Beautytrix provides training in one-to-one sessions or small groups, either at your trainer’s academy, or directly at your home or spa. (Extra charges may apply depending on location). The course contents include: • Health and Safety aspects • Client consultations • Contra-indications and what to look out for • Preparation of your work area • Choosing the correct product for your client • The application technique and removal • Aftercare tips and tricks • Equipment and tools • Making your business more profitable
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There are numerous courses available, covering such things as volume lashes, brow extensions and tanning, with prices starting from £85.00. For further information on the other courses offered, visit http://www.beautytrix.me/training-info https://twitter.com/Beautytrixme https://www.facebook.com/beautytrixme
urses Courses
Creamy Craft Of Cosmetic Making May 21st - The Creamy Craft Of Cosmetic Making 120.00 + Vat 11am – 4pm £120.00 + Vat
w to Make Mineral Makeup (Mineral Foundation, Blush and Eye Shadows) May 22nd - How to Make Mineral Makeup (Mineral Foundation, Blush and Eye Shadows) 130.00 + Vat (£240.00 + Vat for both Mineral & Natural) 11am - 4pm £130.00 + Vat (£240.00 + Vat for both Mineral & Natural)
w to Make Makeup (Lipsti cks, Cosmeti c Pencils, Lip Cosmeti Gloss & cMascara) MayNatural 23rd - How to Make Natural Makeup (Lipsticks, Pencils, Lip Gloss & Mascara) 130.00 +11am Vat (£240.00 + Vat for both Mineral & Natural) - 4pm £130.00 + Vat (£240.00 + Vat for both Mineral & Natural)
Care with MayEssenti 24th - al PetOils Care with Essential Oils 120.00 +11am Vat - 4pm £120.00 + Vat
Drop therapy May 25th - Qi Drop therapy 120.00 +10am Vat - 4pm £120.00 + Vat
Chamomile eye drops available from Shirley Price Aromatherapy A gentle product that helps to relieve tired, dry or gritty eyes. Ideal to use before and after working at the computer and during the summer season to relieve itching and irritation of the eyes and eyelids. Size: 10ml Code: 6022 Contains no mineral oil, lanolin, synthetic perfume or animal products.
omatherapy for the elderly May 26th – Aromatherapy for the elderly £90.00 +10am Vat – 4pm £90.00 + Vat
e Art ofMay Perfume 30th –Making The Art of Perfume Making 120.00 10am + Vat – 4pm £120.00 + Vat
ay 30th May – Aromatherapy Module Two DiplomaModule Two Diploma 26th – May 30th – Aromatherapy 500.00 10am + Vat – 4pm £500.00 + Vat
e Brandrick Contact Rosie Brandrick Tel: 615466 or 01455 619943 15466 or014455 01455 619943 Email rosie.brandrick@shirleypricearomatherapy.com randrick@shirleypricearomatherapy.com
Essential oils, carrier oils, skin care, hair care & body care, available from Shirley Price Aromatherapy
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MAY 2014
HERE’S A THOUGHT I love this industry and I love what it can do for people, how it can feel and how it can transform. I love the ‘look’ of this industry – high design combined with organic, natural materials. Traditional methods working seamlessly alongside high performance technology. Stunning fragrances and textures with cutting edge skin science. I love the fact that at almost the moment you see an image of a particular spa or space, you enter what I term, ‘The Spa Bubble’, imagining the experience you would have based on what you can see. However, I think all too often and in too many cases, the images are an overpromise on what is actually delivered. We expect our customers to know what they need from us; they know what they want, but it is often not exactly what they need, and we don’t help very much. We don’t recommend, we don’t ‘design their day’, we don’t prescribe the best we can do for them – we just give them a set menu and ask them to book in advance. Now, if we just allowed the fact that our spas have some amazing facilities and our therapists have been trained in many, many skills, then why aren’t we being more prescriptive? Why don’t we utilise the skill set we have in our staff?
If you visit the dentist, you don’t tell them the treatment you need, you just say ‘it hurts’. If you take your car to a garage, you don’t tell them the diagnostics, you just tell them it’s not working. Then we let them do their job.
Wouldn’t it be better if customers book in their time – say one, two or three hours’ worth of treatments – and then once they arrive, after a conversation to find out how they are feeling, an appropriate schedule of treatments is recommended that would result in them getting their perfect results? So, whilst we build beautiful spas, create amazing spaces and employ fabulous people, why not use those resources to the best of their ability? Why not take a look and see if there are some small changes that mean you can combine delivering what your customer actually needs at the same time as responding to what they want. We are the ‘specialists in the room’. We just don’t always communicate it.
@spapliance @janescrivner www.spapliance.com www.janescrivner.com
Unbeatable Bargain Bundle Everything you need to start your professional spray tanning career! • Professional HVLP spray system • 3 x 1 litre bottles of solution (3 types) • 1 tanning tent • Training DVD • Posters, leaflets • Black towelling backing • Free gifts • Delivery • 3-year warranty* Worth over £600 inc. VAT if purchased separately! Contact SunSpa UK today on
01727 809 440
www.sunspatanning.co.uk
www.twitter.com/SunSpaUK
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Tried & Tested
MAY 2014
Aimee Loves... Metique Tea Tree after Wax Lotion I have to wax my legs because I’m one of those incredibly lucky people whose leg hair grows back approximately 0.3 seconds after I’ve shaved it off, leaving them with the texture of two baby hedgehogs. I tend to wax them at home purely for reasons of cost and convenience so I’m always on the lookout for products that will make this job easier. For my last couple of waxing attempts I have used the Metique after Wax Lotion, which is formulated with 5% tea tree to reduce redness and inflammation after hair removal, and rehydrate, soothe and cool the skin. It certainly helped with the soothing of my
sore, red pins. The texture is lovely. It rubs in incredibly easily, there’s no stickiness or greasy feeling and it’s lovely and cooling on the skin. Metique after Wax Lotion can also be used as a general antiseptic lotion to help soothe sunburn, bites, stings, scratches and grazes, making it a really useful product to have around. The only thing I would say is that the scent won’t be for everyone. Tea tree obviously has a strong and distinctive smell, which personally I don’t find unpleasant, but it may be more suited to men than women. www.teatreeoilproducts.co.uk https://twitter.com/Metique
TMT Inca Oil, Pandora Oil I’m obsessed with hair oils and use one every day, without fail. I always hope that they will give me hair like Nicole Scherzinger has in the adverts for the famous hair brand, where she swishes her amazing shiny locks around on an aeroplane and shouts, “Yes! Oooh yes!” loads of times. I obviously wouldn’t do that because I’m not weird, but the same sort of look would be nice. I alternate between about three different types of the most popular oils as I love them all. The Pandora Oil is a welcome addition to my collection that I’ve been using a lot for the past few weeks. The first thing I noticed about this product was the smell. It’s more distinctive than most other oils I’ve tried; it
has the same kind of scent that your hair always has when you come out of a hairdresser’s – the one you can never seem to recreate at home even if you use the same products. In terms of the result, I can’t say that it does anything that the other oils don’t do, but it definitely has a lovely effect on my hair. It leaves it soft, shiny and smooth, particularly when I use it before properly blow drying my hair straight, and it also leaves it feeling frizz free. I don’t use any other protective product when I use an oil because I don’t feel that I need to – this product really helps protect against split ends and styling damage too. www.incahair.co.uk
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MAY 2014
With your clients looking forward to their summer getaways, encourage them to maintain their skin and hair care regimes with our selection of travel friendly delights.
SUNNY DELIGHTS Face the World Travel Set RRP £30.00
This pretty travel set from Face the World consists of five luxurious, awardwinning natural products, allowing your clients to have a mini, do-it-yourself facial while relaxing away from home. All products are paraben and crueltyfree and beneficial to all skin types. The set contains mini samples of Refresh and Soften Cleanser, Toner Concentrate, Double Impact Exfoliating Scrub, Hydrate and Replenish Moisturiser and a sachet of the luxurious Overnight Skin-Booster Serum. Face the World is offering an exclusive 20% discount for Modern Spa readers. Use coupon code MODERN to redeem. www.face-the-world.co.uk https://www.facebook.com/FaceTheWorld
Repêchage Sea Spa Body Care Travel Collection RRP £29.95
Conveniently sized to fit all suitcases, the Repêchage Sea Spa Body Care Travel Collection is the perfect product combination to hydrate and nourish skin from head to toe while on the go! Repêchage Sea Spa Body Wash, Body Cream, Hand Cream and Foot Cream are all included, so your clients can take the spa with them, no matter where they go. The travel collection comes packed in a neat, clear tote bag for optimal convenience. www.repechageuk.com https://twitter.com/RepechageUK https://www.facebook.com/RepechageEurope
Katherine Daniels Trial Kit RRP £32.50
Katherine Daniels Trial Kits are available for both dry and sensitive skin types, with super hydrating formulas for the driest complexions and ultra-gentle formulas for the most sensitive. All products come in handy, cabin friendly sizes for convenience, whilst also making them the perfect products to introduce your client to Katherine Daniels. The kit contains: Essential Cleansing Milk (50ml), Essential Toning Lotion (50ml) and a Dry or Sensitive Skin Cream (30ml). www.katherinedanielscosmetics.com https://twitter.com/k_d_cosmetics https://www.facebook.com/katherinedanielscosmetics
Spa Boutique Pharmagel Daily Express Regime RRP £49.00
This kit of miniature hero products makes a great retailing option to introduce your clients to Pharmagel, and perfect for their travels this summer. All sizes meet carry on requirements for air travel and come in their own flight-ready clear zip-top bag. The kit contains a hydrating cleanser (Hydra Cleanse), botanical toner (Botanical Tonique), facial scrub (Enzyme Excell) and a hydrating face and body moisturiser, suitable for all skin types (Firma Derm). www.beautypro.com https://twitter.com/BeautyProGlobal https://www.facebook.com/BeautyProGlobal
Beyond Organic Skincare Travel Pack RRP £43.92
The pack contains five hero products packaged in lovely glass pots and bottles. The Moisturising Day Cream (7ml), Regenerating Night Cream (7ml) and Detoxifying Cleanser (7ml) will keep your clients’ skin looking at its best all holiday. Youthful, glowing skin is on hand with the Rejuvenating Serum (10ml), and perhaps most importantly, the pack also contains an Organic Rescue Salve (7ml). Having already received rave reviews and been praised as a ‘hero product’, this incredible little cream should have a place in everyone’s suitcase. The salve has been formulated to help soothe all skin irritations including those pesky insect bites. www.beyondorganicskincare.com https://twitter.com/Beyondorg https://www.facebook.com/Beyond.Organic.Skincare
Pevonia Sensitive Skin Travel Pack RRP £45.00
Pevonia’s Skincare Solution Sensitive Skin Pack is a three step programme to soothe sensitive skin, and will give your clients a calm and de-sensitised complexion this summer. The pack includes: Sensitive Skin Cleanser (50ml) – a light-textured product that cleanses without irritability or discomfort; Sensitive Skin Lotion (50ml) – formulated with natural plant extracts, the Sensitive Skin Lotion decongests, calms, hydrates and reduces irritation and Soothing Sensitive Skin Cream (20ml) – an all-year round hero product drenched in antibiotic flavanoids to relieve and boost the skin’s healing process by accelerating tissue regeneration. www.pevonia.co.uk https://twitter.com/PevoniaUK https://www.facebook.com/Pevoniaskincare
WWW.MODERN-SPA.COM
MAY 2014
Yon-Ka Hydrating Kit RRP £32.00
This Discovery Kit contains three miniature-sized products which combine all of the skin’s daily needs into a convenient set. Each kit, for skin needing hydration, constitutes the necessary first steps towards beautifully glowing skin – cleansing, toning and moisturising! The kit contains: Lait Nettoyant (75ml) to cleanse skin and remove make-up from the eyes and face; Lotion P (50ml) to tone, purify and energise skin, and Crème 28 (15ml) to smooth rough areas and fine lines, leaving skin comfortable and silky. www.yonka.co.uk https://twitter.com/YonKaUK https://www.facebook.com/YonKaUK
JOICO Travel Set RRP £8.25 - £12.95
Leading professional hair care brand, JOICO, has created seven travel-friendly sets to keep your customers’ hair healthy, glossy and repaired all summer long. Featuring a shampoo, conditioner and deep treatment or styling oil, each set features Bio-Advanced Peptide Complex to rebuild the protein of hair, and is presented in a flight-friendly pouch. The range consists of: K-Pak, K-Pak Color Therapy, Moisture Recovery, Color Endure, Color Endure Violet, Body Luxe and Smooth Cure. www.joico.com https://twitter.com/JOICOeurope https://www.facebook.com/joico
Murad Environmental Shield Starter Kit RRP £29.50
This kit is ideal for sunny holidays away, and includes a selection of products that protect from free radicals, boost hydration and infuse skin with antioxidants. The set contains: Essential-C Cleanser (45ml) to cleanse and purify environmentally damaged skin; Advanced Active Radiance Serum (10ml) which features intense quantities of vitamin C to brighten and renew skin; Essential-C Day Moisture SPF30 (21ml) to maintain optimal hydration while blocking UVA/UVB rays and Essential-C Eye Cream SPF15 (4ml) to protect, brighten and firm the delicate eye area. www.murad.co.uk https://twitter.com/MuradUK
Spa Boutique Sothys Beauty Travel Kit RRP £17.00
This set of mini Sothys favourites comes in a flexible, transparent pouch and makes a practical solution for the globetrotting woman. The kit contains: Eau Thermale Spa Velvet Cleansing Water (40ml) – a simple yet effective formula for soft, thoroughly cleansed skin; Hydradvance Light Hydrating Cream (15ml) – this provides a balancing action that maintains the skin’s hydration day after day; Cherry Blossom and Lotus Shower Cream (30ml) – an iridescent gel that transforms into a dense and creamy foam that leaves the skin soft and delicately perfumed, and Hydra-Nourishing Body Lotion (30ml) – a product that slows down the formation of cellulite as it smooths and streamlines the body contour. www.sothys-uk.co.uk https://twitter.com/SothysUK
Modern Spa Loves
Elemis Absolute Beauty Essentials Collection RRP £50.00
To celebrate the 150th anniversary of John Lewis, Elemis has created the limited edition Absolute Beauty Essentials Collection. This summer must-have kit includes five award-winning products to restore and revive the skin from top to toe, all packaged in a gorgeous, vibrant green travel bag. The set contains: A full size Pro-Radiance Cream Cleanser (150ml), Gentle Rose Exfoliator (15ml), Balancing Lavender Toner (50ml), Pro-Collagen Marine Cream (15ml) and Skin Nourishing Shower Cream (100ml). www.elemis.com https://twitter.com/Elemis https://www.facebook.com/elemisltd
Be ~ Care ~ Love
white radiance • Lightens Spots • Reduces Scarring • Fades Blemishes • Evens Skin Tone • Brightens and Perfects the Skin • For a Vibrant, Luminous Finish • Organic Ingredients • Antioxidant-Rich
Explore our entire product line at www.BCLSPAUK.com (website coming soon) BCL SPA UK Ltd | Unit 20 East Lodge Business Village, East Lodge Lane, Enfield EN2 8AS | P: 0800 038 8068 | www.BCLSPAUK.com LIKE us on Facebook - https://www.facebook.com/bclorganicspa FOLLOW us on Twitter - https://www.twitter.com/bclspauk
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MAY 2014
PRODUCT DIRECTORY AESTHETIC EQUIPMENT Laser S.O.S. Ltd 01480 460990 info@lasersos.com www.lasersos.com
ASSOCIATIONS
Checkaprofessional.com 0808 9019042 info@checkaprofessional.com www.checkaprofessional.com www.twitter.com/checkaprof
DESIGN
Sparcstudio 0844 8793765 neil@sparcstudio.co.uk www.sparcstudio.co.uk www.twitter.com/Sparcstudio
EYELASH SERVICES & TREATMENTS Thalia Distribution & Training Academy 0800 0148231 info@thalia-dta.eu www.thalia.com www.twitter.com/THALIADTA
FURNITURE & EQUIPMENT REM UK Ltd 01282 619977 sales@rem.co.uk www.rem.co.uk www.twitter.com/remuksalons
HAIR REMOVAL
Couture Training Waxxpress, Caronlab, Masqua 0121 647 7244 email info@couture-training.com www.couture-training.com www.facebook.com/couturetrainingacademyltd www.twitter.com/CoutureTraining
Leighton Denny Expert Nails Richards & Appleby 0845 862 1525 www.leightondennyexpertnails.com/ www.twitter.com/leightondennyEN
O’Nine Nails UK Julie Brown Nails & Education 07795810898 www.twitter.com/onineuk OPI Nails Lena White Ltd 01923 240010 www.opiuk.com www.twitter.com/OPINails Thalia Distribution & Training Academy 0800 0148231 info@thalia-dta.eu www.thalia.com www.twitter.com/THALIADTA
SKIN CARE
Caudalie 0207 4988944 http://uk.caudalie.com/ spapartner@caudalie.com www.twitter.com/CaudalieUK Elemis 02079072741 www.elemis.com www.twitter.com/elemis GLAMGLOW Natalie Roche – For The Love Of Beauty 0 844 800 7661 info@glamglowmud.co.uk customercare@glamglowmud.co.uk press@glamglowmud.co.uk www.glamglowmud.co.uk www.twitter.com/GLAMGLOW_UK
Harley Wax 0845 6121944 info@harleywaxing.co.uk www.harleywaxing.co.uk www.twitter.com/HarleyWax
Goldi Dead Sea Skin Care Ganesha Group 0845 8625110 Info@ganeshagroup.co.uk www.goldideadseausa.com www.twitter.com/ganeshagroupuk
MANICURE & PEDICURE
Laser S.O.S. Ltd 01480 460990 info@lasersos.com www.lasersos.com
All That Jazz Nail Harmony UK 0208 1720595 www.allthatjazzuk.com www.twitter.com/AllThatJazzUK CND Sweet Squared 0845 2106060 www.sweetsquared.com www.twitter.com/sweetsquared
Jessica Nails Gerrard International 0208 381 7793 Email info@gerrardinternational.com www.gerrardinternational.com Leighton Denny Expert Nails Richards & Appleby 0845 862 1525 www.leightondennyexpertnails.com/ www.twitter.com/leightondennyEN
Pevonia 01449 727000 www.pevonia.co.uk www.twitter.com/PevoniaUK
Technogym U.K. Ltd. +44 (0) 1344 300236 +44 (0) 1344 300238 UK_info@technogym.com http://www.technogym.com
SOFTWARE
Phorest Salon Software 0207 1009290 letsgrow@phorest.com www.phorest.com www.twitter.com/thephorestword
SPA TECHNOLOGY
MindBody 0203 3974810 www.uk.mindbody.com www.twitter.com/mindbodysalon
TANNING PRODUCTS & EQUIPMENT Xen-Tan Natalie Roche – For the Love of Beauty 0844 800 7661 customercare@xen-tan.co.uk press@xen-tan.co.uk
TEXTILES
Création Baumann Phone + 44 (0) 20 7226 7748 Fax: + 44 (0) 20 7226 7753 Mob: + 44 (0) 7791 986728 www.creationbaumann.com mary.hall@creationbaumann.co.uk
TRAINING OPPORTUNITIES
Couture Training 0121 647 7244 info@couture-training.com www.couture-training.com www.facebook.com/couturetrainingacademyltd www.twitter.com/CoutureTraining Jane Iredale IIAA Ltd 0208 4502020 www.janeiredale.co.uk www.twitter.com/JaneIredale_UK Julie Brown Nails & Education 07795810898 www.onineuk.com www.twitter.com/onineuk Thalia Distribution & Training Academy 0800 0148231 info@thalia-dta.eu www.thalia.com www.twitter.com/THALIADTA
Thalia Distribution & Training Academy 0800 0148231 info@thalia-dta.eu www.thalia.com www.twitter.com/THALIADTA
SLIMMING & WEIGHT LOSS
BioSlimming Westfield House Distributors 01290 553114 www.westfieldhousedistributors.co.uk www.twitter.com/BIOSLIMMING_UK
For your free subscription to future issues of Modern Spa Magazine, please click here, modern-spa.com/subscribe/ or call one of the team on 01795 509102.
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