LNE & Spa - November 2015 by LNE Magazine

LNE & Spaâ&#x20AC;&#x201D;the magazine for skin care and spa professionals November 2015

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A DV E RT I S E M E N T

ASK THE EXPERT:

Experience the New VitaSkin™ Exfoliating Peels by Éminence Q&A

Lisa Wensley LICENSED ESTHETICIAN

How does this product enhance the results from using the existing VitaSkin™ products?

What sets the VitaSkin™ Exfoliating Peels apart from other peels in the industry?

Using the Éminence VitaSkin™ Exfoliating Peels will

Éminence took the simplicity of an already existing,

accelerate the results you have achieved with the Firm,

custom designed VitaSkin™ solution and made it easy

Bright, Calm, and Clear VitaSkin™ solutions. Your

for the esthetician and consumer to categorize based

skin may have plateaued and need a bit more from the

on skin type. These Firm, Bright, Calm, and Clear

existing ingredients that have been clinically proven to

VitaSkin™ Exfoliating Peels were formulated on the

work. Using this product is an effective way to exfoliate

success of the results-oriented ingredients that our

the skin through a consistent routine at home and

body recognizes and is able to utilize without going

when combined with professional treatments, you’ll

in and altering cellular function.

see better results than ever before.

What are the benefits of peeling “the natural way” with all-natural ingredients?

This doesn’t actually “peel” my skin – how do I know it’s working? You don’t need to see the peeling or exfoliation to know the ingredients are working. Every skin type has

Using natural ingredients to topically treat the skin

a varying degree of thickness, causing every person

has already been clinically proven within the Éminence

to react differently to skin care ingredients. One

VitaSkin™ solutions. The VitaSkin™ Exfoliating Peels

may feel the peel more during certain seasons of the

contain naturally occurring acids that offer superior

year, or experience the sensation differently based

re-texturizing, resurfacing, brightening, calming and

on medications, hormones, treatments and/or other

antibacterial results. They offer a gentle, effective

products they’ve used previously. Peels will typically

way to lightly exfoliate the skin on a consistent basis

have a tightening effect over the course of a few days,

without causing any downtime. Nature and science

and may also show signs of redness and flaking during

come together to create beautifying results!

this time, which is normal as the cells rapidly turn over. Keeping your skin cool and giving it time to adjust will give you the best desired results.

Introducing Results-Oriented Exfoliating Peels for Every Skin Type

F I R M SKI N AC AI EXFOLIATI NG P EEL For Aging Skin

B R IGHT SKI N LICOR ICE ROOT EXFOLIATI NG P EEL For Hyperpigmented Skin

C ALM SKI N CHAMOM I LE EXFOLIATI NG P EEL For Sensitive Skin

CLEAR SKI N WI LLOW BAR K EXFOLIATI NG P EEL For Acne Prone Skin

If you are interested in partnering with Éminence, an award-winning natural, organic and Biodynamic® skin care line, call 1-888-747-6342 or visit www.eminenceorganics.com.

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NOVEMBER 2015

V olume 30

Number 11

CONTENTS ORGANIC & WELLNESS

SKIN Dim the Shine Coming of Age Skin Confusion Skin News

10 18 26 32

Nourishing Delicacy 108 Wellness Bonanza 112 Organic & Wellness News 120

Wellness Bonanza page 112

Dim the Shine page 10

SPA

Facing Forward

36 42 54

Spa of the Month Full Steam Ahead Spa News

page 124

IMAGE Let’s Talk Makeup with Lynn Nakaso Facing Forward Image News

BUSINESS LNE & Spa Chat with Laura Kain 10 Social Media Tips for the Holiday Season The Ultimate Multi-Tasker Business News

56 58 64 72

HOLIDAY GUIDE Deck the Halls! 74 Revenue Booster 78 Stuff Those Stockings! 84 Taste of the Holidays 89 Holiday Photo Feature 98

122 124 128

EXTRAS From the Editor 6 The International Congress of Esthetics and Spa, Long Beach Recap 50 Advertiser Index 130

Holiday Guide page 73

Cover Jean Louis David

Les Nouvelles Esthétiques & Spa, American Edition, (USPS 003-687) (ISSN 1043-9641) is published monthly, 12 times per year and is sold exclusively by subscription. Publisher’s Name: Jean Jacques Legrand, M.D., 3929 Ponce De Leon Blvd., Coral Gables, FL, 33134. Periodical postage paid at Miami, Florida, with additional mailing offices. Postmaster: Send address changes to: Les Nouvelles Esthétiques & Spa, American Edition, 3929 Ponce De Leon Blvd., Coral Gables, Florida 33134, United States Subscription: Annual Rate $45.00 Canada Subscription: $55.00 (American) 1st Class Postage Overseas Subscription: Two years for $140.00 (U.S.) Air Mail Postage

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NOVEMBER 2015

from the

editor

November is the kickoff to the holiday season. With the arrival of Thanksgiving and other festivities right behind, let this month’s edition of Les Nouvelles Esthétiques & Spa prepare you for the holiday chaos ahead! Get your spa ready for these busy next few months. Learn to market gift cards and stocking stuffers, and drive clients to your business with welcoming décor and treatments using the timeless scents of the holidays. Add joy and profit to the season with the best gift ideas in our holiday photo feature, starting on page 98. The top-of-the-line spa and beauty products are sure to delight your clients, their family and friends! Also in this issue, get inspired to update your menu with fresh and innovative treatments. Learn all about

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the nourishing properties of caviar facials, invigorating

vaginal steams, jumbling up your clients’ skin care routines for maximum results, offering wellness programs

wet/dry

microdermabrasion

in your spa to diversify your clients’ relaxation experiences and so much more. Wishing you a cheerful and energizing holiday season!

with 4 manually applied solutions

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3929 Ponce De Leon Blvd. Coral Gables, Florida 33134 800.471.0229 (USA) Worldwide: 305.443.2322 Fax: 305.443.1664 LNEonline.com email: tradeshows@LNEonline.com subscriptions@LNEonline.com Publisher Dr. Jean Jacques Legrand Chief Executive Officer Rodolphe Legrand rodolphe@LNEonline.com Vice President Christèle de La Haye christele@LNEonline.com Managing Editor Amanda Clinton Winter amanda@LNEonline.com Art Director Andres Gutierrez andres@LNEonline.com

ROYAL ROSE FACIAL

Designer Charlie Jackman charlie@LNEonline.com Director of Sales Aché Saint ache@LNEonline.com Exhibitor Operations Manager Elizabeth Allen liz@LNEonline.com Web Developer Marriott Perez marriott@LNEonline.com

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Conference Coordinator Jacqueline Reyes jackie@LNEonline.com

NEW ANTI-AGING FACIAL FOR THE HOLIDAYS! Combines multivitamin extracts, potent skin protectors, and super-charged skin-renewing ingredients distilled from Champagne grapes and highly concentrated Royal Bulgarian roses. Full at-home skin maintenance program to enhance results.

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International Editor Michele de Lattre-Pierantoni 7 Avenue Stephane-Mallarme, 75017 Paris, France - 43 80 06 47 ADVISORY BOARD Lydia Sarfati • Ben Johnson, M.D. • Lake Louise • Nina Curtis Diane Buccola • Camille Hoheb • Joseph Mandato

C ontr ibutors Laureen Barnes

German Segura

David Suzuki

Caroline Canetti

Mara Shorr

Pamela Taylor

Rachel Davita Harris

Louis Silberman

Amanda Clinton Winter

Raquel Levy

Dori Soukup

Tina Zillmann

Bella Schneider

Printed with 100% soy-based ink. This magazine is recyclable. Please recycle where facilities exist.

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Visit our website: www.ladyburd.com LNEonline.com

NOVEMBER 2015

Oily skin doesnâ&#x20AC;&#x2122;t have to be excluded from anti-aging treatments. Customization is key for shine-free, youthful skin.

NOVEMBER 2015

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lne & spa: skin

DIM THE

SHINE Tackling Anti-Aging Treatments for Oily Skin Tina Zillmann

lients seeking to age gracefully will invest in services that help prevent signs of aging and improve the look of their skin. However, when most anti-aging procedures are created to improve dull, dry

and damaged skin, how do skin care providers customize an anti-aging treatment for oily skin? The answer is in utilizing key topical ingredients, crystal microdermabrasion and ultrasonic infusion.

What causes this condition? Before customizing anti-aging treatments for the specific needs of oily skin, it’s important to understand why certain individuals suffer from oily skin — starting with androgens. These “male” hormones are the leading sources of oil production and the growth of facial hair, which is why they play a significant role in skin changes for everyone from teens to mature women. Our environment also plays a role in how much oil is secreted. Seasonal changes, sun exposure, temperature and humidity can all impact the amount of sebum the skin creates. It may also be stimulated by over-exfoliating the skin with hydroxy acids or scrubs, and nutritionally with high amounts of caffeine, carbohydrates and sugar in the diet. From a good home regimen to beneficial treatments, there are many solutions for oily skin and they all begin with a consultation and skin analysis.

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NOVEMBER 2015

SKIN

Analyzing oily skin The client intake form should be every skin care professional’s guide for successful treatments. Before you opt to perform an anti-aging treatment for oily skin, make sure you address the following questions: When does your client experience the most oil? Is it a certain time of the day or after applying makeup? Is there a possible trigger that can be identified to help manage oil production? How long has oily skin been a problem for them? Has the client experienced any changes in hair growth patterns? Does she have a consistent menstrual cycle? Female clients who are experiencing an increase in hair growth

Signs of androgen dominance:

with irregular cycles should be referred to a gynecologist.

L O C O T O R P THE 1.

the bonds of very superficial skin cells and

Note: The term dermaplaning can be asso-

can offer a dramatic improvement for oily

ciated with a medical exfoliating procedure

skin that is dehydrated or lackluster. A sali-

using a scalpel. For the safety of the profes-

Cleanse, tone and prepare peel

cylic peel is a beneficial option for oily skin

sional and the client, opt for a disposable

types that show signs of active acne such

safety razor or eyebrow razor to dermaplane.

as cysts, papules or pustules.

In some states, dermaplaning is not in an

Follow your peel manufacturer’s instruc-

esthetician’s scope of license and shaving

Choose a gentle cleanser and toner formu-

tion for application. It is important to note

the face may require a barber’s license. Be

lated for oily skin. Salicylic acid is renowned

that steam and/or hot towels have the po-

sure to check with your state licensing board

for helping to manage oil on the skin’s sur-

tential to encourage oil production.

and insurance company to verify that der-

face while removing dirt and makeup.

maplaning is within your scope of practice.

Oily skin over the entire face Acne along the jaw line Presence of vellus hair on the jaw line and upper lip

Chemical peel

Address vellus hair issues

Salicylic or glycolic acid peels are best suited

Androgens may increase the prevalence of

for oily skin. Clients who experience black-

vellus hair along the jawline and upper lip.

Use proper crystal flow and suction settings.

heads, whiteheads and dehydration may

Opt to dermaplane (or shave) the vellus

Test your microderm settings on the client

benefit from the fast-acting exfoliation ben-

hair. It should grow back just as it appears

by performing a very short pass near the

efits of a glycolic peel. This acid dissolves

before dermaplaning, not darker or thicker.

angle of the jaw.

NOVEMBER 2015

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Crystal microdermabrasion

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ACTIVE BODY SCRUB A unique blend of Tahitian sand, volcanic pumice, and anti-gravity peptides physically exfoliates while providing skin with rich hydration. INVIGORATING BODY WASH Its combination of lactic acid, marine extracts, and mint can be used alone or as a follow up to the scrub. PERFECTING BODY LIFT A serum formulation for smoothing, tightening, and brightening skin tone for the entire body. STIMULATING RELIEF BALM Lock in hydration pre and post-workout to help relax and soothe muscle tension. FIRMING MOISTURIZER rounds out this microcollection offering the same tightening and smoothing power it has always delivered.

WWW.HYDROPEPTIDE.COM 800 932 9873 CALL US TODAY TO 800.932.9873 TO RECIEVE A COPY OR OUR NEW BODY THERAPEUTICS PROTOCOL GUIDE AND SAMPLE THESE EXCITING PRODUCTS.

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NOVEMBER 2015

SKIN

NO EXCUSES

Thicker, damaged skin may tolerate more

to extract a blemish. This can only be felt

crystal; less crystal should be applied to

with your hands and fingers. Comedone

thinner, delicate-looking skin. As a general

extractors can bruise or improperly extract

rule, never microderm over capillary dam-

blemishes.

age, open lesions or inflamed skin. Once the microderm portion of the procedure is complete, don’t brush the crystals off the face. Cleansing the skin allows the solution to pick up crystal residue and gives the skin a polish after the microderm treatment. Once the crystal and cleanser come together, you

6. Ultrasonic infusion and hydration

can provide added exfoliation to the crease and bridge of the nose, or areas where bro-

Ultrasonic technology uses non-invasive

ken capillaries are present.

sound energy with key products to offer a variety of benefits to the skin. The first mode

of ultrasonic uses water and the hand piece

Extractions

However, a chemical peel and microderm

to exfoliate. This process is beneficial for congested skin because it helps loosen and release compacted sebum from the pore. have already been performed, so there’s no need for ultrasonic exfoliation in this proto-

skin treatments and improve the look of

col. Skip right to the penetration mode. The

around the eyes and increases circulation to

the skin — when performed properly. As a

seamless flow of the spatula across the face

the skin. This phase of the facial procedure

skin care professional, it’s important to know

assists with lymphatic drainage, contours

is complete when the skin has absorbed the

the amount of pressure you are exerting

the look of the face, helps reduce puffiness

gel or serum completely.

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Extractions are a vital component to oily

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NOVEMBER 2015

SKIN

NO EXCUSES

THE BENEFITS

7. Sun protection

• Exfoliates dead skin cells to improve

• Unmanaged diabetes, lupus, viral or

radiance

Herpes breakouts

• Reduces the appearance of fine lines

• Blood thinner and/or pacemaker

A broad-spectrum sunscreen is all that

and softens wrinkles

• Accutane® prescription use within the past

is needed to complete the anti-aging

• Softens and smoothes surface texture

six months

treatment for oily skin. The skin should

and acne scarring

• Overuse of benzoyl peroxide products

appear flushed and radiant with improved

• Decreases the frequency of breakouts

• Skin cancer diagnosis or questionable

tone and texture — not red, irritated or

and helps fade post-inflammatory lesions

areas of the face

inflamed.

• Improves skin tone and the appearance

• Pregnancy or breastfeeding

of hyperpigmentation

• Tanning bed use or sun bathing

• Promotes lymphatic drainage

• Unwillingness to follow an adequate skin

A beneficial treatment for most oily skin concerns, this combination facial procedure can be administered in a series of six to eight treatments, four to six weeks apart. One of the most fundamental things to re-

care regimen, particularly with sun care and

CO NT RA IND ICA TIO NS

member is that the client’s skin changes

acne management. Tina Zillmann is a practicing

with the seasons of the year, product use,

• Allergy to salicylates or aspirin

esthetician and licensed hair

prescriptions, hormones, health, lifestyle

• Open lesions (cuts or wounds), eczema

removal professional with ex-

and professional esthetic procedures. Take

or psoriasis

pertise in innovative esthetic

all of these variables into consideration with

• Inflamed skin and inflammatory acne

a skin analysis and consultation at every ap-

or rosacea

cal care. She is vice president and direc-

pointment. This will help ensure the best

• Prevalent capillary damage

tor of Skin Rejuvenation Clinique, Inc. and

results for their changing skin.

• Thin or delicate skin

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[ MICRO-NEEDLING ]

[ LED ]

[ FILLERS ]

[ U LT R A S O U N D ]

[ AND MORE ]

NOVEMBER 2015

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lne & spa: skin

COMING OF

age Moving Forward with [ NON-SURGICAL ] Anti-Aging Treatments

ging is inevitable. It’s programmed into our genes and accelerated by lifestyle choices and exposure to the sun. Today, however, we have a greater understanding of the physiological factors that cause skin to lose its youthfulness. With this understanding has come an ability to slow down the aging process and non-surgically diminish signs of aging such as frown lines, crow’s feet, nasolabial folds and skin laxity around the jawline and neck.

Numbers Don’t Lie Statistics show there’s been a move away from surgical to non-surgical solutions for facial and neck rejuvenation in the past five years. This trend has been powered by advances in science and technology, leading to better, more natural and longer-lasting results. Also driving the trend is a flight away from procedures that involve anesthesia and require recovery time. The beauty industry has always been – and will always be – about evolution coupled with revolution. Hence, it’s time to take a closer look at some of the revolutionary approaches to anti-aging that are rolling back the clock for patients across the country and around the world.

by German Segura

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NOVEMBER 2015

SKIN

COMING OF AGE

WHAT’S

TRENDING? 1

TODAY, WE HAVE A GREATER UNDERSTANDING OF THE PHYSIOLOGICAL FACTORS THAT CAUSE SKIN TO LOSE ITS YOUTHFULNESS.

ULTRASOUND AND HEAT-BASED FACE AND NECK LIFTING AND TIGHTENING

There are a number of heat-based treatments that deliver marked results, the most effective of which use high-energy radiofrequency waves or deep-tissue ultrasound energy. Both trigger increases in collagen and hyaluronic acid production, which cause the skin to firm and retract around facial features, thereby reducing skin laxity under the eyes, in the cheek and jowl area and along the jawline and neck. Because the ultrasound energy reaches down to the deepest levels of sub-dermal connective tissue, it triggers optimal colwork, hospitals, surgeons or anesthesiologists and they are FDA approved. Patients can expect no painful recovery or inconvenient schedule interruptions.

1,500 - $ 3,500 (may require multiple sessions)

Performed by Medical Estheticians, Nurse Practitioners, Physician Assistants.

LED LIGHT THERAPY

Facial rejuvenation can also be achieved through light-emitting diode (LED) therapy. This treatment is a great complement to other anti-aging protocols. The technology used emits wavelengths of red light that reduce signs of aging such as sun damage, wrinkles, uneven skin tone and rough texture. This improvement is achieved as a result of the treatment’s photodynamics, which improves the skin’s natural ability to heal itself through increased collagen production. The result is plumper, smoother and fresher-looking skin.

50 - $200 per treatment (multiple treatments required)

Performed by Licensed Estheticians with LED Light Therapy training.

NOVEMBER 2015

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lagen remodeling for longer-lasting results. These procedures involve no lab

SKIN

COMING OF AGE

FAT REDUCTION, CELLULITE ELIMINATION, AND BODY CONTOURING

The combined use of multipolar radiofrequency and pulsed magnetic fields is a rising star among today’s body contouring approaches. This heat-based technology causes a thermal reaction that eliminates fat while breaking down cellulite’s fibrous network. This protocol jump-starts the collagen production that restores skin elasticity, allowing the tissue to retract for a loss of inches and circumference, as well as improved definition. Radial Pulse Therapy (RPT) is yet another popular technology for body sculpting. It involves the transmission of high-energy radial shock waves into localized pockets of fat and cellulite. The sound wave pulses are powerful enough to break down cellulite and cause adipocytes to extrude their fatty acids. The result is a loss of inches and improved muscle tone and definition — from upper arms, inner thighs and buttocks to abdomen, hips and flanks. Fat-freezing therapy is another treatment that should not be overlooked. This controlled-cooling procedure targets and kills fat cells, which are naturally eliminated for a significant reduction in size and circumference.

200 - $2,000+ (depending on the severity of the problem and the number of areas to be treated)

Performed by Medical Estheticians with Body Contouring Training, Nurse Practitioners , Physician Assistants.

MICRO-NEEDLING

As baby boomers and pre-boomers age, count on skin rejuvenation treatments to continue their explosive growth. Even if patients undergo nonsurgical facial rejuvenation, they will still have to address aging issues like sun damage, scars, enlarged pores and hyperpigmentation. After most rejuvenation procedures patients proceed with micro resurfacing, one of the industry’s most sought-after treatments. Known as Natural Collagen Induction Therapy, this procedure has been around since 1994 when dermatologist Dr. Philippe Simonin published his groundbreaking research. Recently, this all-natural scar-reduction and re-texturing treatment reemerged to become the procedure of choice for skin rejuvenation. Micro-needling treatments employ either a manual roller or electric pen, both studded with rows of very fine titanium needles that actually wound the skin. These tiny punctures trigger the body’s natural healing response, which stimulates the rapid production of new skin tissue rich with collagen and elastin fibers: the building blocks of smooth, supple skin.

100 - $ 300

Performed by Nurse Practitioners, Physician Assistants, Medical Estheticians.

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NOVEMBER 2015

SKIN

COMING OF AGE

FRACTIONATED SKIN RESURFACING

For those skittish about needles, there are other effective resurfacing and scar reduction procedures, such as Fractionated Skin Resurfacing. This non-ablative treatment is popular because it involves little or no downtime and can deliver excellent results. The microbeams of energy pass through a patient’s surface skin, leaving it untouched, while penetrating to the deeper layers of the dermis. A healing response is triggered and rapid cell turnover begins, bringing healthy new tissue to the surface that is softer, smoother and younger-looking.

200 - $600 (may require multiple sessions)

Performed by Physicians, Nurse Practitioners, Physician Assistants, Medical Estheticians.

HYALURONIC ACID FACIAL REJUVENATION FILLERS

HA fillers have permanently changed the face of anti-aging. While the results are not as dramatic or long-lasting as surgery, the benefits have turned these FDA-approved injectables into a multibillion-dollar industry. The advantages include immediate results — with no downtime and minimal side effects — all at a cost that’s easily within reach. Better yet, the treatment can be administered in less than 30 minutes, which means a patient can fit in his or her injections before work or during a lunch break. Today’s most in-demand fillers are made from hyaluronic acid, a substance that occurs naturally in the body and hence is non-allergenic. These fillers are produced with differing viscosities for injection into different areas of the face. Thus they address a full range of different issues, including loss of cheek and lip volume, forehead frown lines, crow’s feet, under eye circles and bags, nasolabial folds, marionette lines and lipstick lines around the mouth. What’s more, dermal fillers can even be used to raise acne scar depressions. Just be sure the right filler with the correct viscosity and malleability is being used for the conditions it was formulated to treat. Today’s “Liquid Facelift” is here to stay. For correction and enhancement, injectables are an immediate and affordable fountain of youth, and some of the newest formulations are producing results that last two years or more.

500 - $900

Performed by Physicians, Nurse Practitioners, Physician Assistants.

NOVEMBER 2015

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Eyelash Conditioner

SKIN

COMING OF AGE

BOTULINUM TOXIN TYPE A INJECTIONS

Where once the mention of “botulinum” conjured up images of dreaded food poisoning, these days the word is most often associated with one of the 21st century’s most-heralded anti-aging success stories. In its FDA-approved cosmetic formulation, botulinum toxin type A is a prescription drug made from a neurotoxin produced by the bacterium clostridium botulinum. When injected into specific areas of the face, it temporarily prevents muscle retraction, thereby smoothing away frown lines, forehead wrinkles and crow’s feet that have been etched into the skin by years of repeated facial movement. This category of injectables has been proven safe and effective in eliminating furrows between the brows, forehead lines and crow’s feet. Maximum results are seen within seven to 10 days, and those results will last four months or longer depending on the individual’s overall skin condition, age, health and lifestyle.

10 - $16 per unit / Dermal Fillers - $500+ per syringe

Performed by: Physician, Nurse Practitioner, Physician Assistant with special training and only under the supervision of a cosmetic surgeon or dermatologist.

Enter the

Step-by-Step Drawing!

Visit LNEONLINE.com for an exclusive look into a step-by-step treatment and a chance to win This month:

FINAL POINT We’ve come full circle — from all-natural, botanical anti-aging to surgical anti-aging, and back to anti-aging procedures that rely on our body’s own natural ability to heal and rejuvenate. Non-surgical is in, and becoming more popular every day. As an owner, invest in the wave of the future to meet the demands of your clients. In doing so, you’ll build and retain your client base while providing the safest and most effective anti-aging treatments in the marketplace.

The Trifecta Peel

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Tip: Please note that all of these procedures should be administered under the supervision of a physician. Treatment prices will vary based on the area of the country in which you operate and the type of practice you maintain, such as a medical spa, cosmetic surgery office or solo physician’s practice. Years of experience may also influence pricing.

German Segura is the owner of Danik MedSpa & Cosmetic Surgery in Pembroke Pines, Fla. He is a prominent figure in South Florida’s beauty industry and a frequent lecturer and contributing writer on industry issues, ranging from marketing and entrepreneurship, to best practices and leading-edge treatments. For more information call 954.432.4343.

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“Inspired by Nature... realized by Science.”

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LUC R ÈCE PHYSICIANS’ AESTHETIC RESEA RCH | 800.626.7546 • www.lucrece.com

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NOVEMBER 2015

skin

n o i s u f con challenging the skin to a fresh start david suzuki

he human body is amazing when it comes to its ability to adapt and acclimate, and the speed in which it is able to do so. It is a crucial part of our DNA design that has allowed our species to survive and evolve throughout history. As ironic

as it seems, our culture and society may be so consistent and controlled in today’s world that we have become stagnant in ways that go far beyond the muscles in our body. Whether thinking about our body, our skin, or our life for that matter, it is imperative to have a plan and a strategy. While some may refer to their strategy as a routine, a routine suggests that we do the same thing over and over regardless of whether or not it is successful. We all fall prey to this from time to time in many different areas of our life, including in our role as spa professionals. The concept of “skin confusion,” to adapt and alternate skin care objectives and techniques, is key to avoiding a lull in your clients’ skin improvement.

skin confusion We can all relate to the quick exciting changes we can make with new clients, especially those that are dedicated and consistent with professional services and their home care regimen. But what about those who have been with us for a year or two, or more? Like the CrossFit fitness regimen, the philosophy of simultaneously utilizing multiple different disciplines of technology and science within your skin care strategy is key. The CrossFit of skin care is the philosophy of layering technology.

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SKIN

SKIN CONFUSION

multiple disciplines of technology Technology services have historically been marketed and sold as all-encompassing, in that if you were to partake in a certain technology service, all of your objectives will have been met. Not only is this completely unrealistic, it will quickly lead to failure and disappointed clients. This line of marketing is commonly perpetuated by manufacturers who are selling overpriced technology in an effort to support the rationale of why it is so overpriced! The reality of the matter is that as with CrossFit, there are many different technologies available to address the many different facets of

The reality of the matter is that as with CrossFit, there are many different technologies available and necessary to address the many different facets of each and every person.

each and every person.

Today’s forward-thinking technology that

five technologies. Depending on the tech-

includes oxygen infusion, microcurrent

nology and the objective of the service (or

facial sculpting services, wet/dry micro-

series of services), each technology may

dermabrasion, ultrasound and ultrasonic

only need to be applied for a short period

exfoliation technology and LED rejuvena-

of time, in many cases three to six minutes.

in smaller doses in a layered form. Service

bespoke services

times as a whole have also become shorter

tition obsolete. This vision will guide you as to what will be the “lead” technology, which other technologies to add to the mix, which to use as accent technologies and which to save for the future evolution of a particular client’s long-term strategy. It’s advisable to have a finite and detailed quarterly plan, a general plan for the sixmonth mark and ideas for discussion at the one-year mark. Remember that planning and consulting is not a one-time occasion, but a discussion that should be had, at least in part, each and every time you see your client. They are coming to you as a personal trainer for their skin. They require direction and a well-designed, detailed plan of how you intend to get them to their objective. This is what it means to lead.

tion are designed to be used strategically

reproduced by you, making your compe-

agility and flexibility Today’s culture requires creativity and flexibility to accommodate our fast-paced world. While I do not believe that anyone would turn down a 90-minute facial, not

as the technology has become more re-

Having a clear understanding of your cli-

many have this kind of time to dedicate

fined. For example, a 30-minute service

ents’ objective, along with a vision, will

regularly. With this in mind, a forward-think-

could easily include two technologies and

allow you as the skin therapist to design a

ing technology strategy may include the

a 60-minute service could include four to

unique technology service that can only be

combination of comprehensive technology

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Beauty Science =

great skin

Axp33™ is a third-generation hexapeptide that

utilizes advanced peptide technology to help fight the effects of aging skin. Our groundbreaking formula combines with vitamin C to deliver the perfect balance of skin-enriching benefits that reduce the visible appearance of wrinkles, helps lighten the skin for a brighter complexion, and improves hydration for visibly smoother and firmer skin.

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SKIN

SKIN CONFUSION

facials (60 to 90 minutes) combined with mini technology facials (20 to 30 minutes). A ratio of four mini facials to every one comprehensive facial is a good rule of thumb to work from. This type of strategy works for today’s busy lifestyle and is also a very smart, economic way to get the best skin

a forward thinking technology strategy may include a combination of comprehensive technology facials combined with mini technology facials.

care at a great value. Mini facials also afford us as the skin therapists the opportunity to

including their current home care regimen,

you closer to your vision. Break the rou-

perpetually modify and change the tech-

to assess results and effectiveness. Every

tine — predictability and success are not

nologies used, creating “skin confusion”

six to eight weeks as they are getting low

the same.

which allows for new successes and gains

on product, we take the opportunity to

toward our skin care objectives.

evolve their home care regimen, trading

David Suzuki, president of

out products to change things up a bit and

Bio-Therapeutic, Inc., has

also to take the opportunity to reach out

been an active licensed

change it up at home

to other aspects of our objectives and continue a forward-moving progress.

member of the esthetics industry for more than 18 years. He is an au-

As it is a good strategy to change up the

The now well-known concept of muscle

thority on technology and regulatory issues,

technology we use during our professional

confusion is applicable to skin care and life

including FDA submission and acquisition.

services, it’s also a good idea to diversify

as a whole. It’s easy to verbalize a goal or

Suzuki serves as an advisor to institutions

the regimen of products we send home with

objective and equally as easy to lose sight

and state boards, writes for numerous indus-

our clients. Ideally, I prefer to recommend

of it and become stagnant.

try publications and journals and conducts

a morning regimen and nighttime regi-

Realize your objectives clearly and

educational seminars and classes. Email

men that are contrasted from one another.

make certain that you are perpetually im-

him at dsuzuki@bio-therapeutic.com or visit

During each visit we study our client’s file,

plementing forward movement that takes

bio-therapeutic.com.

Biomani Advanced Medical Aesthetics & Laser Certification Institute Fathi G Fam, MD. MS. 855.238.8333 Medical Aesthetics Certification:

www.medicalaestheticscertiﬁcation.com

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Our program integrates aesthetics with para-medical knowledge and prepares aestheticians, cosmetologists and nurses to perform advanced and up-to-date skin care techniques. The classes are small and the hands-on is one-on-one on live models. The program is carried out on scientiﬁc, no-nonsense advanced and up-to-date aesthetics knowledge and techniques.

As of May,2015 you earn free 4 hrs of CE for renewal of your cosmetology license (TX only) by attending the class.

Laser Certification Program:

www.biomanilasercertiﬁcationinstitute.com

The program teaches Laser science in depth to certify our students to practice laser skin techniques and modalities safely and precisely. Our classes are small to make sure each student is capturing the knowledge he/she needs to perform laser techniques and procedures and allowing them to achieve their goal in their new career. Our program certifies you as LSO which is included in the tuition. Biomani SkinCare products are the vital difference that brings your skin to life. They provide the latest, most advanced therapeutic ingredients for the protection of skin against the effects of time and environment. Biomani advanced bio-formulation smoothes fine lines, hydrates and rejuvenates with a touch that stays deep in the skin. The results are impressive, younger-looking skin with visible renewed texture and an after glow that lasts. Try Biomani today and you will receive compliments galore. www.biomaniskincare.com

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33 31

Skin Hydration Hero The Global à Peel from Veritas Bioactive Cosmetics is a gentle refining crème formulated with pomegranate and oat kernel extracts, which combine synergistically to refine and tighten the skin while reducing inflammation and improving the skin’s immune functions. It’s a great professional hydrator during the harshest of winter months.

800.954.7590 veritasbioactives.com

The Power of Pearls Experience technology delivered from the most advanced and trustworthy engineer, Mother Nature. Pearlessence from Avery Graham is a serum that combines clinical and bioactive compounds to infuse skin with a variety of vitamins, minerals, proteins and nutrients. Amino acids within the pearls are essential for tissue repair, and they firm and strengthen sagging skin. Pearlessence can be used as a hydration booster or as a face primer alternative.

SkinNews

888.570.6777 averygraham.com

Design of the Times

SKIN CARE PRODUCTS AND TREATMENTS

Advanced Rejuvenating Concepts is pleased to announce its new design in product packaging and treatment protocols. The new design reflects Advanced Rejuvenating Concepts’ commitment to providing products that deliver results and excellent customer service and support.

800.689.0499 ARCSkinCare.com

Intense Hydration The Deep Hydrating Gel Cream from Agera Labs is formulated with a proprietary combination of three types of hyaluronic acid. This gel cream restores skin’s natural hydrating ability, reverses signs of dehydration, improves skin texture and plumps lines and wrinkles, leaving skin feeling soft and smooth. It has the silky feel of a lightweight, fast absorbing serum with the intense hydration benefits of a cream.

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NOVEMBER 2015

877.656.5188 shopmedaesthetics.com |

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A D VA

NC ED

TIN

G CO m NCEPTSt

adVanced rejuVenating concePts simPLy reVeaLing... Brighter, radiant, eVen toned skin

with advanced rejuvenating concepts layered peel protocol and Lighten product range.

Tina Zillmann, LE, CLHRP founder of arc skin care

Lighten Product range • • • •

reduce the look of discolorations and dark spots improve skin clarity and radiance enhance resistance against future discolorations Versatile formulations for the face and body

Learn more at ARCSkinCare.com Call toll free 800 689-0499 time-tested Benefits: Before and after patients noted improvements in skin tone and texture, and reduced breakouts, within a 4 week period using Lighten products along with aesthetic peel treatments. Learn more about our treatment plans and products at arcskincare.com.

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GrandeLASHâ&#x201E;˘-MD:

A 5x award winning eyelash conditioner to promote fuller, thicker, longer-looking eyelashes in 4-6 weeks.

Ask us for your free samples of our products when you call to place an order. Mention this ad. 34

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Award-winning products that have taken the beauty world by storm.

GrandeMASCARA:

Lash Boosting Formula with Sympeptide 226EL provides instant and extreme fullness, volume and length.

GrandeLINER:

Available at Salons and Spas

GrandeBrow:

Eyebrow enhancing The ultimate, serum that promotes waterproof, thicker and fullerlong-lasting looking brows in precision brush tip liquid eye liner 6-8 weeks. that enhances lashes in 4-6 weeks.

1.877.835.3010 www.grandelashmd.com www.grandewholesale.com

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SPA OF THE MONTH 36

NOVEMBER 2015

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lne & spa: spa

Woodstock [ BEAUTY ]

Revival

Savor Spa Woodstock, New York by Amanda Clinton Winter

he past meets the future at Savor Spa, where a holistic approach to contemporary skin care with nostalgic field-to-face inspiration is always on the menu. Guests will revel in the beauty of

the Hudson Valley as the years go downstream.

Beauty in a Barn Savor Spa in Woodstock, N.Y., offers fresh, fun and effective organic beauty in a renovated barn house. Owner Angela Jia Kim and her business partner Beth Larsen present four treatment rooms, including a yoga room which is also used for Savor’s popular couples therapy. The spa’s original West Village location opened in 2012 while the Hudson Valley location opened more recently in August 2014. The spa offers a prix fixe menu that caters to skin and body chemistry.

Signature Line Kim developed her own skin care line after a troubling reaction to a supposedly natural lotion. The skin care product line is completely organic and uses opulent ingredients such as truffles, champagne and caviar to leave the calling card of a luxe glow.

Community Harvest The Dollars and Scents program is the brainchild of Kim, a former concert pianist turned eco-beauty pioneer. The program helps women transition back into the workforce after raising children by hiring them to make daily batches of Kim’s signature skin care products. This sense of generosity and improving the welfare of women locally makes for very happy team members at Savor Spa.

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SPA OF THE MONTH

SPA

Green Decadence

A revolutionary prix fixe menu offers customization for the most personal spa experience possible.

Most guests are tourists coming from the four corners of the world to experience Savor’s green decadence. Savor’s small-batch organics are made fresh every day for treatments, leaving virtually no footprint, thus benefiting the Valley and the clients’ skin. Massages are also organic, keeping in mind that whatever is put on the skin will enter the bloodstream. Savor’s waxing treatment uses organic soft and hard waxes, creating the barest experience possible. The Woodstock location partners with the Dylan Hotel, which offers packages and special rates for their guests. With 12 team members, including facialists, massage therapists, a contracted yoga instructor and tarot card reader, Savor defines eco-chic. Guests are evenly divided between males and females, offering a gender-balanced approach to skin care and undivided attention for each guest.

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SPA

SPA OF THE MONTH

Memorable Customer Service

However, the spa’s signature treatment is

Savor maintains a one-to-one team member

facials that garner the praise of the fashion

to guest ratio. Each team member is given

elite, of which Savor has a strong following.

the Skin Clinic — at 90 minutes for $325, it embodies the organic age management

an in-depth performance review every 90

Facials at Savor Spa range from $95 to

days to spot strengths and bring aware-

Savor Spa is so dedicated to customizing

$150 per 60-minute session.

ness of possible issues. Leaders review the

each guest’s experience that team mem-

progress of their team members weekly

bers also leave samples after their treat-

Express Glow

to spot opportunities for improvement

ments in a miniature pot that they believe

Facials and massages named after beauty

system-wide.

will benefit the client’s skin.

icons, such as the Audrey and the Grace,

Nature’s Remedies

offer customized treatments to address the

at the West Village location, with the Woodstock team members conferenced

The most popular treatments are organic

clocking in at an hour per treatment. For

in. The goal is for all team members to be

small-batch facials and the Power Peel,

those pressed for time, there are beauty

in flow, passionately educating and sharing

which clears skin and boosts collagen.

and body pick-me-ups offered as 15 or

knowledge with each other in person and

Savor’s Microdermabrasion Facial ban-

30-minute options.

through a newsletter chock full of relevant

ishes wrinkles and reduces acne. Eye prod-

content for clients.

ucts derived from caviar are also popular.

Every month, training events are held

needs and wants of your skin and body,

Beauty pick-me-up prices are 15 minutes for $30 or 30 minutes for $60. LNEonline.com

NOVEMBER 2015

SPA

SPA OF THE MONTH

Caviar Massage Club Guests who are members of the Caviar Massage Club (a popular option in the

The Rundown

Savor Spa in West Village, soon to be available at the Woodstock location) experience the ultimate in therapeutic massage. Fusing a Vino-Aromatherapy Massage and

SAVOR SPA 1633 Glasco Turnpike, Woodstock, NY 12498

the skin-invigorating Fresh Face Fix and Caviar Eye Treatment, these therapeutic sessions give skin true renewal and a ho-

> savorspa.com

listic treat for the entire body. Participants

( 8 4 5 ) 6 8 4 -7 14 8

with membership enjoy a 60-minute massage every month as well as other member benefits ($119/month, $129/month with

Spa Manager: Kristin Wilhelm

Master Therapist).

Launch: August 2014

Marketing Without Filters

Product line: Om Aroma & Co Client-Staff ratio: 1:1 Staff: 4 estheticians, 3 massage therapists, 1 acupuncturist, 2 front desk personnel

The setting of the Savor Spa at Woodstock is picturesque; the grounds inspire count-

Outside contractors: Partners with an outside company for private yoga sessions, as well as 1 tarot reader.

less selfies. It is, therefore, a given that Savor Spa invests in visual social media, particularly Instagram, with the belief that team members should pour love into everything they do. Marketing is nearly effortless as the spa’s core facials rarely change, and the majority of guests tend to be on mini-breaks. A revolutionary prix fixe menu offers customization for the most personal spa experience possible.

NOVEMBER 2015

Amanda Clinton Winter is the managing editor of Les Nouvelles Esthétiques & Spa. She has a bachelor’s degree in English Literature and Psychology from Wheaton College in Norton, Mass., and a master’s degree in Public Relations from the University of Miami. Contact her at amanda@LNEONLINE.com.

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SPA OF THE MONTH

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FULL STEAM AHEAD VAGINAL STEAMING

A GROWING SPA TREND by RAQUEL LEVY

inding its origins in centuries-old Korean, South and Central American traditions, vaginal steaming is the oldest new way to relax and detox. Referred to as “chai-yok” in Korea and “yoni steaming” in other parts of the world, v-steaming boasts benefits fitting of the yoni name, which is a Sanskrit word for “womb” or “origin of life.” Bloggers, holistic therapists and spa professionals alike praise v-steaming for its relaxation properties, ability to relieve menstrual cramps, regulate cycles and in some cases even treat infertility.

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SPA

FULL STEAM AHEAD

Vaginal steaming quickly gained popularity after being featured on Gwyneth Paltrow’s lifestyle publication, “Goop,” which enjoys a cult following of nearly one million subscribers. Paltrow, actress turned lifestyle guru, praised the v-steam for being “an energetic release… that balances female hormone levels.” V-steaming was also seen on an episode of “Tia and Tamera” where the Mowry sisters are recommended the treatment for its postpartum benefits, particularly for revitalizing sex after baby. After the treatment, Tamara exclaimed she felt “invigorated.” Clients who receive v-steam treatments say they feel instantly relaxed and want to go back for more. The warm steam of completely natural ingredients is absorbed directly into the body through the pores, producing a long list of reported mental and physical health benefits.

BENEFITS Many v-steams contain mugwort and worm-

Relieve symptoms of menopause

wood as its main ingredients, as they both have antibacterial and antifungal proper-

Soothes and warms the body

ties. Mugwort is also known in Korea for maintaining internal health and keeping

Though not yet scientifically verified, count-

skin looking young and healthy. This gentle

less client testimonials and centuries of

steam, combined with other natural ingre-

practice speak for themselves. Niki Han

dients, warms and relaxes while rising up

Schwarz, owner of Goop-recommended

to cleanse the uterus and release toxins.

Tikkun Holistic Spa in Santa Monica told

Because of this, many clients have listed

the Los Angeles Times it was chai-yok that

several advantages to v-steaming.

helped her conceive at the age of 45 after three years of trying.

“IT IS IMPORTANT TO BE WARY OF SANITIZATION WHEN OFFERING VAGINAL STEAMS. HPV CAN LIVE ON THE SURFACES OF OBJECTS FOR LONG PERIODS OF TIME.”

Relieves menstrual cramps and helps regulate irregular or absent monthly cycles Reduces bloating and exhaustion caused by menstruation

HOW IT WORKS

Maintains uterine health by protecting the uterus from ulcers and tumors, helps fight

The most important aspects of a vaginal

Partridge berry is also known for decreas-

infections and kills intestinal worms

steam are its natural ingredients. It is rec-

ing menstrual pain and treating infertility

ommended to only use fresh or dry herbs, Strengthens the nervous system

as essential oils are too strong and may

Motherwort strengthens and relaxes the

cause irritation.

uterine muscles to ease cramping

Approximately 14-20 ingredients, often

Calendula aids in healing hemorrhoids and

imported from Korea or China, go into

vaginal tears and, for that relaxation feel-

making a relaxing vaginal steam:

ing, lavender and rose petals are wonderful

Assists with the healing of hemorrhoid discomfort in both men and women Post-partum healing and toning of the uterus and vagina

for pampering Mugwort and wormwood are used to fight

Eases fatigue, headaches, abdominal dis-

infections, balance hormones and reduce

A v-steam session is prepared by infusing

comfort and nausea

menstrual cramping

these ingredients in a pot of boiling water.

Can help treat ovarian cysts, vaginal/yeast

Rosemary and yarrow regulate menstrual

ent sits over it on a stool with an opening

infections, uterine weakness and uterine

flow, heal wounds and can treat ovarian

to allow the steam to enter through the

prolapse

cysts

vaginal canal. Placing a blanket or tented

Once it’s the right temperature, the cli-

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SPA

FULL STEAM AHEAD

cover over the lower body helps keep the steam in and prevents the client from feeling exposed. The treatment takes about 30 to 45 minutes.

SAFETY CONCERNS It’s important to be wary of sanitization when offering vaginal steams. Nicholas LeRoy, DC, MS, founder of the Illinois Center for Progressive Health, told Chicago Health that hygiene is his primary concern with v-steaming. “HPV can live on the surfaces of objects for long periods of time,” he says. He recommends a disposable lining, or fresh towels placed on the seat. The temperature of the steam is also something to be cautious with, as boiling the water too hot can cause burning.

CONTRAINDICATIONS Though women of all ages can relax with some steam, clients who are pregnant or think they may be pregnant should not do any type of vaginal steaming. The herbs may endanger the pregnancy by affecting hormone levels, causing uterine contractions and even inducing labor. V-steams are also not recommended for women with an IUD (Intrauterine Device). The treatment is best taken seven days before or after menstruation, but never during. If a client has any type of internal infection, fever, or open cuts/sores, she is encouraged to wait until it has passed and the wounds have closed or healed.

VAGINAL STEAMING IN SPAS Tikkun Holistic Spa Tikkun Signature V-Steam 30 min: $50 | Series of 5: $200 Their signature v-steam promotes circulation, stimulates the production of hormones, regulates menstrual cycles and clears up hormonal acne.

Chicago King Spa & Sauna V-Steam Herb Say you saw it in LNE & Spa and circle #131 on reader service card

1: $30 | 10: $250

Widely used by women in Korea, Japan and China, this sitz bath strengthens the womb, prevents uterine cancer, yeast infections and vaginal itching. For guests who especially request it, an additional packet of 12 medicinal herbs and dried centipede eases pre-menstrual pain.

Juvenex Spa NYC Gyno Spa Cure 30 min: $75 |12 Sessions: $750This treatment uses healing herbs to restore optimal health to the vaginal passage, an ancient Asian remedy used for centuries.

Raquel Levy is the editorial associate at Les Nouvelles Esthétiques & Spa. She holds a bachelor’s degree in Communications with an emphasis in writing and editing. Levy has been a lifestyle and feature writer for more than five years. Contact her at raquel@lneonline.com.

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THE INTERNATIONAL CONGRESS OF ESTHETICS AND SPA

Philadelphia, PA APRIL 10 & 11, 2016 Pennsylvania Convention Center

The Must-Attend Skin Care and Spa Professional Conference

Main Stage Lectures & Demos Business Conference Marketing Conference Retail Conference Medspa Conference Wellness Conference

Image Conference Spa Decor Conference AIA Conference Product Focused Training Demo Stages Hundreds of Exhibitors

P R ES E N T E D BY :

LNEonline.com |

Call 1.800.471.0229 for your official show program

USA: 305.443.2322

FAX: 305.443.1664

Renewed &

Inspired The International Congress of Esthetics and Spa

Long Beach, 2015

he energy and enthusiastic vibes emanating from the Long Beach 2015 International Congress of Esthetics and Spa was phenomenal. Thousands of skin care and spa professionals attended the leading industry conference on the West Coast, eager to learn, shop and network. An avalanche of inspiring educational programs, innovative concepts and business-building opportunities left no shortage of stimulating options. Good vibrations permeated every aspect of the conference!

Main Stage Opening Ceremony with Michelle D’Allaird Brenner

Éminence Organic Skin Care Boldijarre Koronczay interacting with customers

“We love the Long Beach show. The congress really is on the cuttingedge of the industry” – Boldijarre Koronczay, president of Éminence Organic Skin Care. 50

NOVEMBER 2015

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Attendees are saying...

“Top notch vendors, education and networking!” ilike Organic Skin Care

Rhonda Allison

- Talia Bohorques, Esthetician, Costa Mesa, Calif.

“A yearly source of inspiration.” - Joella Denham, Salon Owner, Newport Beach, Calif.

Misencil

Osmosis Pür Medical Skincare

“As a solo esthetician, the congress is essential to my success.” - Sharon Locom, Esthetician, Dana Point, Calif.

“A plethora of useful information to boost and freshen my practice...” South Seas

- Yomaira Martinez, Spa Owner, Santa Monica, Calif.

“Exceptional conference, we look forward to it every year.” - Geri Jones, Spa Owner, Lancaster, Calif.

“Really enjoyed the diversity of the Main Stage!” Bon Vital’

Candy Coat Beauty

- Danny Xi, Esthetician, San Francisco, Calif.

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NOVEMBER 2015

Caviar of Switzerland

Chella Brow Bar

RevitaLash Cosmetics

Circadia by Dr. Pugliese

TAMA Research

Le Mieux

Miss California Teen USA at Infinity Sun Booth

Business

Booster Exhibitors reported that the tremendous turnout led to strong sales and promising new business leads. Vendors were also pleased with the professional caliber of attendees, and the value of these new connections.

“Tremendous attendance, we connected with a lot of new clients.” - Chris Pachuilo, Vice President of HydroPeptide.

“We were swamped by attendees looking for exciting new techniques and products.” - Bella Schneider, President of Bella Schneider Beauty.

“Phenomenal show. So many new buyers.” - Veronique Munro, CEO of Infinity Sun.

NOVEMBER 2015

“A lot of quality buyers and owners. Great mix of people!”

“Great attendees, eager to purchase and learn.”

- Darya Malash, Director of Operations for Caviar of Switzerland

- Sylvia Pacheco, Corporate Trainer for Le Mieux Cosmetics.

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Firsthand

Experience

The Spa Director Symposium

In a sanctuary secluded from the hustle and bustle of the exhibition floor, leading companies showcased their best treatment and product innovations in the Spa Director Symposium for spa directors and owners. Throughout the two-day con-

ference, spa leaders experienced the latest cutting-edge services and products firsthand through private treatment sessions and interactive activities led by companies paving the way in innovation.

“Lovely, intimate gathering to get pampered and educated about up-and-coming spa protocols and great retail products.”

“Peaceful setup with a great selection of companies to connect with one-on-one.”

- Cory DeLisle, Spa Owner, Simply Scentual, San Diego, Calif.

“What a wonderful opportunity to network without distractions.” - Christal Petrak, Owner of The SkinSpa Institute of Signal Hill, Calif.

- Nichole Hester, Director of Spa and Business Development for Chuan Spa at the Langham Huntington in Pasadena, Calif.

Be a part of the most all-encompassing skin care and spa industry event on the West Coast again on September 11 and 12, 2016. We’ll see you there!

Crowed Exhibitor Floor

LNEonline.com

NOVEMBER 2015

Enhanced Outcomes New benchmarks in the far infrared technology industry have been set. A key enhancement to FIT Bodywrap sessions and daily skin treatment, FIT Booster Spray is a scientifically formulated 360 degree spray with properties to enhance microcirculation, reduce cellulite, stimulate the breakdown of fat, inhibit the accumulation of new fat and activate detoxification.

888.5FIT.NOW fitbodywrap.com

No Water Necessary Spas and resorts without a wet treatment room or Vichy showers now have new body treatment options that donâ&#x20AC;&#x2122;t require rinsing! The Versatile Body Treatment Line from Makes Scents Natural Spa Line includes the unscented Shea Butter Sugar Scrub and Aloe Vera Hydrating Gel Body Wrap base. They can be used for guests who are sensitive to fragrances, or customized with essential oil and fragrance blends. This is a flexible, cost-effective way to evoke the essence of any season!

SPANews

Diverse Applications

EQUIPMENT, SUPPLY AND BODY PRODUCTS

The Signature White series from Qosmedix expands their collection with flat multi-purpose brushes. The elegant nylon hair brushes with aluminum ferrules can be used for applying body or facial masks, cleansers, cream, makeup or even glycolic treatments. The flat side of the brush can be used for all-over application, and the tip can be used for more precise treatments.

631.242.3270 Qosmedix.com

Polished and Creamy Coupling The Pure Enzyme Scrub & Essence of Rose Silky Hand & Body Cream from Bella Schneider Beauty are ideal products to bring back skinâ&#x20AC;&#x2122;s bloom. The plant-based scrub with papain enzymes and medical-grade aloe vera delicately removes surface layers and delivers longer-lasting results. Rich in moisture, the hand and body cream with shea butter and olive oil soothes and quenches thirsty skin. Its collagen, wheat protein and vitamins A and E protect against aging.

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NOVEMBER 2015

717.824.3094 makesscentsspaline.com

888.200.3977 Bellaschneiderbeauty.com

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Do the Math...

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NOVEMBER 2015

LNE & SPA

CHAT with Laura Kain

Regional Director of Spa Operations for Innovative Spa Management in Florida Interviewed by Amanda Clinton Winter

The Keys to Cultivating Teamwork

How can you define the concept of your spa? I am in charge of the Florida Region for Innovative Spa Management (ISM) with eight boutique-style spas. Each is unique in their design, size, amenities and market segments, and they all display a distinctive, cozy personality. We offer a simplified treatment menu that offers a variety of resultsoriented services.

How many treatment rooms and other amenities are there? In the Florida region, our spas range from three to 10 treatment rooms. Although the more intimate spas do not offer the classic wet amenity experiences such as sauna or steam rooms, the larger locations offer changing room facilities, steam, sauna, private outdoor terrace with ocean views or private relaxation spa patios with whirlpool. 56

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How many employees do you have and what are their specialties? My region has about 85 associates including spa leaders, trainers, lead therapists, spa concierges and service providers.

What daily challenges do you encounter as the spa director? Having all spa leaders create motivation among their team, creating consistent spa awareness among hotel guests to capture a higher spa interest or sprouting the ‘spa messaging’ among other departments.

What would you say are your biggest challenges? The hiring process. The competition has increased tremendously, making it harder to find well-educated and professional technicians.

How do you manage stress that work brings into your life? Short meditations before bedtime.

What takes most of your time every day? Reading emails!

What is your hiring process? After the initial Applicant Tracking System, the Human Resources team assists with initial communications and application sorting. Lastly, each spa leader follows a consistent format, from the pre-screening call to the personal and practical interviews.

How do you select the people that work with you? On a personal level, I look for consistency in the candidate’s answers, their ability to work as a team, their professional behavior, presence and their display of confidence. I like to

spa trainer follow sign-off lists. It lasts one to two weeks.

What are your retail goals? Each spa director sets their yearly goal at their own location. The retailto-service sale goal varies between 10 and 20 percent.

Where is the retail area located and what is its surface area compared to the rest of the spa? Why? Retail areas are always located around the spa reception desk. Our spas are intimate environments and their retail surface may occupy 10 to 20 percent of the spa space. However, we also create merchandising and educational display opportunities throughout these areas. observe body language and assess their level of passion when they talk about their job.

How do you evaluate employees? What makes an employee stand out as a star? Quarterly one-on-ones and year reviews. My favorite is the quarterly one-on-ones, where spa directors set aside 20 to 30 minutes with the associate and put together all the measurable key performers on one page. These are revised and discussed together, allowing the time to regroup, praise or set goals for the next three months. I consider a star someone that displays enthusiasm while being part of a team.

How do you train the staff? The initial training is laid out right after hiring, in which the candidate and

What incentives do you have for your staff to reach these goals? At each location, our spa directors have become very creative in order to motivate their team sales focus. We coordinate healthy competitive games which can be based on individual or group achievements. Prizes have ranged from pizza parties, movie tickets, cash, gift cards, spa days or products.

What can you tell us about your marketing techniques? Social media, direct reach with the collateral material, email blasts and referral programs are some of the core tools. The primary focus is to create spa awareness with a message that is consistent throughout all possible channels. In some cases, we focus our marketing efforts on building partnerships and engagement with the local community.

How do you keep customers loyal? We truly deliver a very detailed, complete and high-quality experience to all our guests. We offer additional value with reward programs and exclusive pricing to loyal guests.

What are the most important lessons you have learned from failures or challenges that you can share with others on your career path? Not all industry individuals have the same passion or are willing to work as hard. I learned to embrace and identify each individualâ&#x20AC;&#x2122;s strengths or natural talents and work with it.

What are the most popular treatments? Our Signature Massage and Clarifying Facial. The guests can experience true customization during their treatment and the service provider enjoys the freedom this customization brings to their talent. n

*Manager tip of the month: What advice could you give someone who would like to manage a spa? Be open-minded and prepare yourself to learn an incredibly diverse industry with multiple business segments such as recruiting, HR, sales and marketing, leadership, customer service, housekeeping, financesâ&#x20AC;Ś Learn to embrace and adapt. Interruptions are consistent in any spa environment, but that is what makes this the most exciting job youâ&#x20AC;&#x2122;ll ever have! LNEonline.com

NOVEMBER 2015

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lne & spa: business

FOR THE

SOCIAL MEDIA TIPS

HOLIDAY SEASON

by Louis Silberman

BRANDING CONTINUITY

Clients don’t distinguish between what you’re offering in your

place of business, online and through social media. They see his year’s holiday retail season is predicted to be

you as one big brand, so be consistent throughout your mar-

the strongest since 2011, and that’s good news for

keting efforts. Create a memorable logo and tagline or slo-

business owners. But sales are no longer limited

gan, and use them everywhere on social media. An example

to brick and mortar stores, and holiday advertising via the

is “Mary’s Day Spa — Pampering Perfection!” Also, always

much-awaited Sears Christmas catalog are a fond but distant

include your contact information when you post in social

memory. Consumers want to shop in person, online and via

media — clients won’t look things up if they don’t have to.

social media. Are you ready to handle the holiday rush? Here are 10 social media tips for the holidays to help you celebrate the season with more sales:

CREATE A HOLIDAYTHEMED POSTING ROUTINE

MIX IT UP

It’s a good idea to post regularly and diversely on social media networks. On Monday you could post a fun fact on Twitter about your industry; Tuesday could be a YouTube video showing a treatment you’re offering just for the holi-

Think about the message you want to send through social

days; Wednesday could be a Facebook reminder for a holi-

media over the holidays and create a posting routine that

day open house you’re having for your best clients, and so

works for you. Try to post at least once a day, and increase

on. However, since Facebook and Pinterest are currently

your posts whenever possible. If your holiday schedule is jam-

responsible for most referrals to retailer websites, pay extra

packed, schedule them in advance. The key is consistency.

attention to those campaigns.

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NOVEMBER 2015

BUSINESS

10 SOCIAL MEDIA TIPS FOR THE HOLIDAY SEASON

PLANT A SEED WITH GIFT GUIDES

GO FOR THE SOFT SELL

Yes, ‘tis the season for giving (and buying), but few people like beGift guides are a fun way to increase engagement on social media

ing bombarded with sales pitch type social media posts that are

and get clients thinking about what they’re going to purchase and

obvious attempts to boost your bottom line. Instead of posting

for whom. Include a little humor or attractive visuals to increase

“Try our new holiday facial,” you could post a blog on how to get

the likelihood that your posts will be shared. One day you could

glowing skin for the holidays with a lead-in on how and where to

share “Best Gifts for Your Kids’ Teacher” (like soothing facials to

get it. Also, most social media network experts suggest the 80/20

calm their frazzled nerves). On another day, you could post “Great

rule, which means that about 80 percent of your posts should be

Gifts for Dudes” (laser hair removal, aka “manscaping,” might be

informative, fun or intended to drive interaction with your follow-

at the top of that list).

ers, with only 20 percent trying to sell clients something through special promotions and product links.

Social media network experts suggest the 80/20 rule, which means that about 80 percent of your posts should be informative or fun, with only 20 percent trying to sell clients something through special promotions and product links.

BE A GOOD LISTENER

Client engagement is key in social media, so interact with them by providing opportunities for THEM to do the talking. People love to talk about themselves, so try asking followers to share the best, and worst, gift they ever received or how they plan to incorporate some relaxation time during the hustle and bustle.

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KNOW THE IMPORTANCE OF SHARING

It’s important to be generous, but in this case I’m talking about sharing on social media. The more humorous, outrageous, poignant or enticing the post, the more likely it will be shared with hundreds

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too, such as “Register to win a free gift basket with skin glowing products — just for liking us on Facebook!” Sharing on social meyour brand, logo and contact information are featured somewhere prominent in the post.

SPEAKING OF GENEROSITY…

Aligning your business with something that’s special or personal to you, such as a charity or nonprofit organization, just makes good sense. The holidays are the perfect time to take advantage (in a good way) of seasonal generosity and promote your good cause on social media by donating a percentage of your revenue to the organization. It’s a win-win for everyone involved — the charity, your client and you.

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— When Undeniable Integrity Is Essential to Your Well Being —

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START EARLY AND SET REMINDERS

89 percent more favorites and 150 percent more re-tweets. Creative, holiday-related visual content (even cute clips from holiday movies such as “National Lampoon’s Christmas Vacation” or “Home

A lot of people start shopping early, so launch your holiday social

Alone”) will get you more engagement and hopefully, more sales.

media campaigns at the very beginning of the season. Start no later than Black Friday, or even Thanksgiving Eve, when millions of people are sharpening up their credit cards. But keep in mind those

HAP P Y HOL IDAY S !

folks who wait until the last second, you’ll want to capture them too, with short reminders leading all the way up the actual holiday(s).

THE POWER OF VIDEO

Laser Institute, the largest cosmetic laser and medical

If a picture’s worth a thousand words, then on social media, a video

esthetic training center in North America. He is an ex-

is worth about a million (potential viewers, that is). The number of

pert in medical esthetics, medical spa owner, nationally

videos posted on Facebook last year increased 3.6 times from the

recognized author, marketing speaker and business consultant.

prior year, and Tweets with images receive 18 percent more clicks,

He can be contacted at 800.982.6817 or louis@nlionline.com.

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Louis Silberman is president and founder of National

Vote Today. Decide who will be crowned LNE & Spa's Best Product of 2016.

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CHOOSE YOUR STYLE

â&#x20AC;˘ CHOOSE YOUR COLOR

CHOOSE NEWAPEEL

From the makers of the Diamondtome crystal free microdermabrasion comes 3 new fantastic colors. You can choose: Majestic Bamboo, Nautical Blue, Zen Stone and of course our Classic. Pick the color that best fits your style. AESTHETIC EXFOLIATION WAS NEVER SO COLORFUL.

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NOVEMBER 2015

The Ultimate Multi-Tasker Challenges of Being Both Owner and Practitioner By Mara Shorr

here are few things that serve as a more frustrating balancing act as a business owner than having to work ON your business while also working IN your business. This is true across all industries.

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NOVEMBER 2015

BUSINESS

THE ULTIMATE MULTI-TASKER

Narrowing this down to business owners in the esthetic industry, you’ve most likely opened your spa because you LOVE what you can do for your clients as a provider. Nothing makes you happier than watching them walk out of your office post-facial with a glowing complexion, and a revamped home care protocol to reduce their breakouts or turn back the hands of time on their skin. When you dreamed up the delightful vision that is your facility, the sugarplums dancing in your head probably didn’t include human resource headaches, invoice payments or dealing with equipment warranty issues. Below, we address the main challenges faced by spa owners who are also “employees” or providers in their own business.

1. How do you find time to treat as many clients as possible while taking care of business operations? Spend most of your time and energy in areas where you are strong. If your greatest strength lies in treating your clients, the “business” side of your business should be handled by a manager with a track record of success. This person can be in charge of running financials, doing payroll, filing taxes, ordering supplies, paying vendors and so on. Set aside time each day to meet with them and answer the questions that will inevitably need to be decided by you and only you. If you don’t yet have an actual manager, designate these tasks to another strong member of your team. If your business is a one-person operation, enlist the help of a consultant or accountant. 66

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2. How do you know when it’s time to hire a manager?

3. Once you decide to bring in help, how do you find the perfect employee?

If your day is already fully booked with appointments, then the answer is NOW. The other aspects of your business cannot wait. Even if you’re not fully booked, a capable manager can help take your business to the next level and bring in more clients. If you’re a solo empire, consider a part-time employee or a consultant.

Ask for recommendations. Reach out to your colleagues for advice, as well as vendor representatives, as they always have a good grasp on who’s looking for a new opportunity (and who to steer clear from that may have just left another location). If you have employees, ask for their recommendations as well.

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rhondaallison.com | 866-313-SKIN (7546) LNEonline.com Say you saw it in LNE & Spa and circle #190 on reader service card

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BUSINESS

THE ULTIMATE MULTI-TASKER

A capable manager can help take your business to the next level and bring in more clients. silcskin_ad-collette.pdf

10/8/15

6:57 AM

Post the job on relevant sites. Post a listing on LinkedIn in the appropriate user groups, as well as more mainstream sites. Check applicants’ credentials, references and public social media posts, in addition to performing a background check. If the process seems daunting, don’t go it alone. Consider a consultant or a headhunter. This is, after all, their specialty.

4. How do you get your employees to respect you as “the boss”, when they see you as a co-worker and “one of them”? As hard as it may be, you must draw the line between a work relationship and a friendship. Ultimately, you must remember that your employees are not your friends, which makes it easier for you to deal with issues that inevitably arise. It prevents the staff from taking advantage of their familiar relationship with you and disregarding your authority.

5. How do you find time to evaluate your expenses, so you know how much you’re paying for supplies, client financing programs and credit card processing fees?

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CMY

Delegate these tasks to the aforementioned manager. However, always keep a close eye on your own expenses. There are, after all, two things that affect your bottom line: the amount of money you bring in and the amount of money you spend. If you don’t hire a full-time manager, consider hiring a consultant to help you stay on top of your costs. |

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BUSINESS

THE ULTIMATE MULTI-TASKER

Benefits of Being Both Owner and Practitioner: 1. You’re on the frontline Spa owners who spend the bulk of their days providing treatments at their facility know the ins and outs of the business, the building, the team and the equipment. They know when the copier needs its toner changed, who to call and what’s included in the monthly maintenance. They know how long the warranty lasts on their new microdermabrasion equipment, what it covers and who to call to get a new glass jar when one breaks.

2. You stay connected You’ve built a long line of strong connections with your vendors, employees and clients. When a client walks

NOVEMBER 2015

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in the door, you can greet her by name and ask about her daughter’s recent wedding. You know the neighbors in your complex, and can build strong affiliate programs with them. By spending time in your business, you’re building relationships that benefit your business.

3. You have firsthand experience When an employee has an issue with a treatment, you know exactly how to help them. As a provider yourself, you’ve been there before. No textbook takes the place of real world knowledge!

• See our upcoming article weighing the pros and cons of bringing on contractors versus employees by Dori Soukup in the December 2015 issue of LNE & Spa! Mara Shorr serves as the Vice President of Marketing and Business Development for The Best Medical Business Solutions. She is a Level II - VII Certified Aesthetic Consultant, utilizing knowledge and experience to help clients achieve their potential. A national speaker and writer, she can be contacted at marashorr@thebestmbs.com.

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New Talent Universal Companies is pleased to announce that Crystal McElroy has joined the team as Director of Sales for the Spa Equipment division. McElroy is an esthetics and spa professional with diverse credentials, including more than five years of hands-on spa, management and import/export experience, as well as an international spa development background. She is also an educator and licensed esthetician.

800.558.5571 universalcompanies.com

BusinessNews

Scent-sational News

Game Changer

COMMERCE, TRADE, INDUSTRY AND PEOPLE

The My Skin Authority App, accessible 24/7 from anywhere, extends personalized care. The free, interactive mobile app connects people with a certified skin care coach at the point of sale, in a treatment room, at home or while on the go. “The app facilitates an ongoing, spabranded, customer service experience from Skin Authority when the guest is not at the spa.” says Skin Authority CEO Celeste Hilling. “As today’s consumer yearns for personalization, Skin Authority’s coaches are trained to listen to not only the needs, but the emotional connection of the shopper in a way that can’t effectively be personalized by a database.”

NOVEMBER 2015

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866.325.SKIN (7546) skinauthority.com

A Nordic Partnering Skintific of Norway now represents the Bio-Therapeutic brand throughout Norway exclusively. Kristen Tveit and Ann-Kristin Stokke, owners of Skintific Norway, spent a week in Seattle for advanced education and to formalize their launch strategy for the Norwegian marketplace. Skintific is also the exclusive distributor for the Dermalogica and Jane Iredale brands in Norway. “Norway is an amazing country, and we are very honored to have the opportunity to be part of its culture,” notes David Suzuki.

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FARMHOUSE FRESH® proudly announces that its deliciously scented products are being used in two key treatments at its new familyfriendly spa in the 300-bedroom Dollywood’s DreamMore Resort, located next to Dollywood and Dollywood’s Splash Country in Pigeon Forge, Tenn., as well as offered as an amenity in the resort’s guest rooms.

800.971.6438 bio-therapeutic.com

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Setting a festive tone with seasonal treatments, moodboosters, stocking stuffer inspirations, gift card marketingâ&#x20AC;Ś

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NOVEMBER 2015

HOLIDAY GUIDE

DECK THe

HALLS! Holiday Up Your Spa This Season By Caroline Canetti

NOVEMBER 2015

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HOLIDAY GUIDE

‘Tis the season to deck the halls with boughs of holly! Getting into the holiday spirit with the sights, sounds and scents of the season will not only spread yuletide cheer to your clients, but will entice them to stay in the spa longer and, yes, spend a little more money as well. “It’s important for the spa to reflect the holiday spirit because it really makes us feel more connected to our clients. We like to make long lasting relationships with our clients, and getting into the holiday spirit and sharing that is a great way to build that relationship,” says Amy Brinson, General Manager of FACES DaySpa in Hilton Head Island, S.C.

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NOVEMBER 2015

HOLIDAY GUIDE

Holiday Décor Coming up with a theme for your décor will help you complete your decorating to-do list more effortlessly. You can go old school with red and green ornaments, miniature Santas and candy canes. Or, opt for a winter wonderland theme with icicles and snowy displays, or a woodsy, natural vibe. “I like to go with a winter theme,” says Eva Castro, owner of A Vital Touch Day Spa in Shell Beach, Calif. “We use pine cones, small pine trees, poinsettia flowers, cinnamon sticks, snow flakes and snow men and women. On the outside of the spa I place white icicle lights, fresh pine wreaths and poinsettias. The scent of fresh pine is amazing and reminds me of being surrounded by big trees. It’s very grounding for the holidays.” To create the look of snow, Castro uses white draped curtains hung from the ceiling. “I place white string lights under the curtains and all around the inside of our treatment rooms to give it an illuminating, warm glow. I keep it beautiful and classy,” she says.

the season and we post a picture hint to Facebook. Our clients then look for him at the spa and when they find him they get a 15 percent discount on the products,” says Brinson.

Matching the seasonal scents that will be

Natural is the theme for San Francisco’s SenSpa. “We put out a 10foot pine tree, fresh garland, a giant fragrant wreath and beautiful twinkle lights. In the past few years we’ve used owls as our theme since they are timeless. We keep the displays tasteful, elegant and clean — very boutique like,” says Operations Director Toni Le Tran.

One theme to avoid is anything religious. “It’s good to keep it religionneutral to respect everyone’s beliefs, or non-beliefs,” says Castro. Le Tran adds, “Providing an inclusive, neutral retail space is far more beneficial than exclusivity.”

wafting through your

Seasonal Scents and Tastes

you are going for.

FACES takes the classic approach to their décor with ornaments hung from the ceiling, traditional Christmas colors and classic tinsel. They also have some creative fun with a little Christmas elf named Edgar. “We hide him in a different section of the spa every day of

Matching the seasonal scents that will be wafting through your spa to your theme is a great way to fully drive home the feel you are going for. As Castro pointed out, her woodsy theme and pine scents go hand in hand. If you decorate a lot with candy canes, use

NOVEMBER 2015

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spa to your theme is a great way to fully drive home the feel

HOLIDAY GUIDE

tions in Pennsylvania, serves cranberry tea to tie into their various cranberry treatments of the season, including their manicures and pedicures that use cranberry/pomegranate paraffin. The Hints of Harvest package at Rancho Bernardo Inn in San Diego, Calif., comes with a cup of orange-spiced herbal tea.

Music Christmas music can be polarizing — people either love it or hate it. For spas, it’s important to stick to calming, serene, spa-like music regardless of the season. “Our holiday music playlist is soothing Christmas symphonies. It’s traditional with no vocals. We start playing it the weekend after Thanksgiving,” says Le Tran.

peppermint scents. If you want to create the feeling of going to Grandma’s for Christmas, try gingerbread-scented candles. For SenSpa’s natural theme, woodsy aromas are their scent of choice. “We want our guests to have a sensory experience when shopping the retail area. We use candles ranging in spices like cardamom, nutmeg and cinnamon, and scents such as sandalwood, black plum, persimmon, cedar, fern, smoked birch and juniper clove. It really enhances the holiday ambiance,” says Le Tran. An alternative to lighting candles is using a diffuser with essential oils. “I create a custom blend of essential oils like peppermint and lavender, cinnamon and orange or pine or other scents of the holidays. I mix an uplifting scent with a comforting or relaxing

scent with the intention of bringing a joyful feeling to our clients as soon as they walk into the spa. I only use the purest essential oils in a mister or a diffuser,” says Castro. To add to the sensory experience, give your clients a taste of the holidays as well by adding a few seasonal refreshments to your lounge and waiting room. You can simply replace the green tea with mulled apple cider and serve gingerbread cookies instead of chocolate chip. SenSpa offers the Christmas classic eggnog for their holiday shopping event at the spa, but also on the weekends to all spa-goers throughout the holiday season. At Vita Touch Day Spa, seasonal goodies include candy canes and peppermint tea. ESSpa Kozmetika Organic Skincare, which has two loca-

If you don’t have great skills as a DJ, there are plenty of music services that have wonderful playlists, such as Pandora, iHeart Radio and Spotify. “We mainly have holiday music playing at events over at the spa, which is a Pandora playlist. At our lash studio, they play the holiday music throughout the day, also from Pandora,” says Brinson. A Vital Touch Day Spa takes a different route by mixing up traditional and modern holiday sounds, such as Native American flute, soothing piano, instrumental Christmas classics in the treatment rooms and a Sarah McLachlan holiday CD or soft jazz in the retail area. Adding a merry atmosphere to your spa is not only enjoyable, but a good marketing tool. Castro adds, “It’s fun to get everyone in the holiday mood, and I do think our guests buy more when the spa is ‘holiday’d up!’"n

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HOLIDAY GUIDE

NOVEMBER 2015

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HOLIDAY GUIDE

Revenue

Booster Marketing Gift Cards for the Holidays by Louis Silberman

With holidays just around the corner, millions of consumers are turning their thoughts to the perfect present for family members, friends, business associates and service providers. But before you stress yourself out on Aunt Judyâ&#x20AC;&#x2122;s favorite color or whether your teenage son wants the HD or Ultra HD version, you might find it interesting to know that last year, 62 percent of consumers were actually hoping not for a gift but a gift card. In fact, gift cards have been the most requested item on holiday wish lists since 2007.

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NOVEMBER 2015

HOLIDAY GUIDE

s far as retailers go, gift cards are an excellent opportunity to boost holiday sales, reinforce brand messaging, drive more foot traffic to the store, grab new customers and increase loyalty among existing ones. In fact, many merchants generate anywhere from 25 to 50 percent of annual gift card sales during the Christmas season alone. So, it’s officially time to abandon the argument that “gift cards aren’t personal enough” and look at new ways to market them. Here are some ways to make gift cards the gifts that keep on giving for your business:

In-House Promotion While most businesses now offer some type of gift card or certificate, many keep them tucked in a manager’s desk drawer or supply room. Instead, put them front and center at all points of sale, treatment rooms, front door and anywhere else your client is likely to look (including the bathroom mirror). Create attractive posters or static cling reminders prompting purchase: “It’s the holidays – remember loved ones with a gift card!” Or, “We offer gift cards in $50, $100 and $500 denominations – buy yours today!” Train front desk staff to ask every client at checkout, “Would you like to add a gift card to your purchase today?” Even better, offer clients an incentive such as a free $25 gift card for every $100 in gift cards purchased.

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HOLIDAY GUIDE

Other Promotional Venues One of the easiest, least expensive venues for gift card marketing is through social media. Post an eye-catching graphic of your gift card(s) along with any seasonal specials you’re offering. Try a fun contest with Facebook followers in which the prize is — you guessed it, a gift card. Hold a contest among employees to see who can sell the most gift cards. And don’t forget to add a blurb on your website about how, when and where to purchase. Consider selling cards online as well.

Physical or Virtual Cards? Why Not Both? The trend toward virtual or e-gift cards is growing quickly, along with consumers’ reliance on smart devices to buy and manage cards. Physical cards remain popular but in terms of convenience, it’s tough to beat e-cards. While e-cards have drawbacks (they aren’t tactile; you can’t unwrap them), a 2014 survey showed that 55 percent of consumers preferred using an app for all gift card transactions (up 51 percent from 2013) that also allows them to easily reload cards.

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NOVEMBER 2015

HOLIDAY GUIDE

If you choose to offer e-cards, include personalization with design and messaging. The recipient needs to be able to feel the value of an e-card; someone spent time and money to buy him or her a gift they’d enjoy — not an e-card that just looks like one more unwanted email. You can also participate in gift card mailer incentive programs. Closer to a coupon though it looks like a gift card, these can be very effective, especially when reaching out to existing clients you haven’t seen in awhile. Higherend mailer companies like Viva Cards provide quality insert letters with every customized gift card; you create the offer and Viva designs the card, even handling packaging and shipping using your customer contact list. According to Ian Bowman, Marketing Director at National Laser Institute, “One of my favorite Viva programs is one that you send to existing clients that also includes an additional gift card they can give to someone else. It’s great to send out around the holidays so that people can re-gift.” Viva also offers in-house tracking through a text activation code so that you determine the return on investment on any gift card mailer campaign. 82

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A fun example of a seasonal gift card mailer campaign is a recent vampireinspired card worth $50 off a blood facial, using “Halloween” as the text code to activate.

Presentation is Everything Whether you offer a holiday gift card with a limited time purchase incentive, one for a seasonal service such as a peppermint-mocha facial, or simply one with a specific dollar value, your card design(s) should reflect time of year (e.g., autumn leaves or snow flakes) and/or specific recipients (for teachers,

The recipient needs to be able to feel the value of an e-card; someone spent time and money to buy him or her a gift they’d enjoy.

HOLIDAY GUIDE

forget to include your business’ logo and/or slogan on every card, keeping them consistent with your overall brand.

Gift Cards with a Heart All year long, gift card sales also provide an excellent way to promote the charities and organizations your business supports. Nordstrom does this very well, publicizing its one percent donation of all gift card sales, including amounts added to existing gift cards, to qualified nonprofit organizations in the communities it serves, making customers feel especially good about their gift card purchases, and encouraging them to reload cards for a worthy cause. More repeat customers and charitable donations? It’s a win-win.

Don’t miss an opportunity maybe an apple or report card graphic; for teenage girls, pink and green flowers, etc.). Marketing research shows that switching from paper certificates to plastic gift card can increase sales by as much as 100 percent. Also, multiple card designs may encourage multiple purchases, so have several designs on display from which to choose. Consider specific card designs for other occasionbased giving such as Mother’s Day and Valentine’s Day. During the holidays, consider adding some small, attractive boxes, fabric bags or eye-catching envelopes for gift cards. The added convenience of not having to wrap anything may bolster the customer’s decision to buy. Don’t

Another statistic that may surprise you: In 2014, approximately $750 million in gift cards went unused. As a business owner or service provider, it’s tempting to think this is a good thing: You already made your money on the gift card, so what’s the big deal if no one uses it? I’ll tell you the answer: lost opportunity. It’s really no different from my $89 a month gym membership that I haven’t used in four months. On my end, that’s both money and opportunity down the drain! While unused gift cards rest comfortably in someone’s dresser drawer, you’re missing out on the chance to get a new client in the door. You’re

also missing out on the chance to make more money on that client than originally intended because 61 percent of gift card holders spend more than the amount of the card, and 75 percent of those folks spend more than 60 percent than the card’s value. That’s huge! Don’t just sell gift cards — create the kind of buzz that makes people want to use them, and always provide a level of customer service that makes them want to come back for more. n

While unused gift cards rest comfortably in someone’s dresser drawer, you’re missing out on the chance to get a new client in the door.

Louis “The Laser Guy” Silberman is CEO of National Laser Institute, a national cosmetic laser and medical esthetic training center founded a decade ago, and owns medical spas in Scottsdale and Dallas. He’s the author of “Make It Happen Online” and a motivational marketing speaker. Silberman created the sixth most visited health/beauty website and was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award in 2014. Contact him at louis@nationallaserinstitute.com.

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Stuff Those

STOCKINGS! Make Your Holidays Happy With Seasonal Retail By Dori Soukup

November and December are typically the best months of the year for revenue generation within the spa industry. But can you do even better? Consider these strategies to boost your retail sales this season with holiday stocking stuffers!

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1. Combine Gift Cards With Retail Stocking Stuffer Options Every spa sells gift cards during the holiday season, but there’s another way you can maximize your revenue this time of year. Create packages that include a retail product with each gift card you sell—items that could also serve as stocking stuffers. I recommend creating three packages at three different price points (low: $100, medium: $200, and high: $300). Each price point should include a gift card with a specified amount and an actual retail gift. For example, a consumer may purchase a gift card for $75, and with that package they receive $25 in retail items that make perfect stocking stuffers. These items can include candles, hand creams, lip glosses, body brushes, bath bombs and other 86

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fun items — anything that makes the package add up to a value of $100. Keep these gift items pre-wrapped, beautifully presented and ready to go. This makes gift giving more appealing to the guest because they have both a gift/stocking stuffer AND a gift card to give their loved ones, and you increased your sales by at least $25 per gift card purchased. Do the same for the more expensive packages, and simply increase the value of the retail items accordingly.

2. Point of Purchase Items Point of purchase items (P.O.P.s) are great tools to increase the revenue per guest by offering special small gift items that make perfect stocking stuffers. The best price point for a P.O.P. is $20 or less. Choose an innovative way to

Keep these gift items pre-wrapped, beautifully presented and ready to go. This makes gift giving more appealing to the guest because they have both a gift/stocking stuffer AND a gift card to give their loved ones.

HOLIDAY GUIDE

showcase your P.O.P.s to attract attention, such as hanging stockings in the front desk area. Instruct your reception team to promote P.O.P.s as guests are checking out or browsing the boutique. Erin Battle and retired NFL player Legedu Naanee own Sente Bella in San Diego, Calif. “We love going to gift shows to choose unique gifts to sell during the holiday season,” says Naanee. “We make sure we choose gifts ideal for our target market and for the right price point. We also pay close attention to the packaging. The gift must be easy to wrap and presented in a great way, making the person that will buy it feel good, as well as the person who will receive it.”

Choose an innovative way to showcase your P.O.P.s to attract attention, such as hanging stockings in the front desk area.

3. Create a Fun and Unique Shopping Experience Merchandising your products properly is key to providing a great shopping experience and generating a lot of sales, including stocking stuffers. Cheri Satterfield, owner of Tuscan Sun Spas and Salons, with two locations in West Virginia, is very successful with retail and merchandising. “Retail accounts for a large portion of my sales,” she says. “We offer a wide range of items within the boutique to make the shopping experience fun, interesting and engaging. That leads to a lot of sales. During the holidays, we use props within our merchandising to attract attention, peak interest and entice spa guests to shop for many people on their list. We create gift opportunities for every member of the family.” Make your merchandise stand out by creating separate shelves within your retail area. Hanging large stockings in your retail area promotes stocking stuffer sales. Have stockings that display names for “Dad,” for “Mom,” for “Sis,” “Teacher” and so on. Suggest to

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HOLIDAY GUIDE

each guest that they pick up a stocking stuffer for every person on their list.

egies that deliver results. Here are a couple examples:

4. Set Goals and Train the Team

A. In-Spa

Setting sales goals is essential to your success. Hold meetings to inform your team of desired targets for the holidays and make sure they are well informed about all of your products and promotions. Sales training should encompass goal setting, specials and promotions, sales, scripts, recommendation approach and role-playing.

5. Marketing for the Season Marketing is one of the most important elements of a successful holiday season. You can have the most beautiful gifts and promotions, but if no one knows about them they will sit on the shelf collecting dust. No matter what your marketing budget is, there are several economical marketing strat-

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Marketing your stocking stuffer promotions in the spa is easy and very economical. Place posters, flyers and shelf-talkers in areas where they will be seen. Create a PowerPoint presentation and turn it into a video loop in your reception area, showcasing all of your great gift offerings. You can have your team dress in special T-shirts, buttons and hats. Create stocking stuffer displays to draw attention.

B. Event Hosting a special event for your clients accomplishes two things: 1. It shows your appreciation for them. 2. It generates revenue by promoting your retail and all the special gift packages you have. Give each attendee a complimentary stocking to fill with retail items for a shopping spree before checking out.

With this type of special event, you can make thousands of dollars in just a few hours!

C. E-marketing Send out emails that keep your clients informed of your holiday happenings. Make sure to include a â&#x20AC;&#x153;Call to Action!â&#x20AC;? within each email to attract attention. To ensure your retail success this holiday season, take some time to plan by implementing these strategies. Boost your bottom line and holiday cheer with stocking stuffer promotions! n Dori Soukup is an executive coach, author, professional speaker and the founder of InSPAration Management. She speaks at conventions all over the world and hosts public and private seminars. Her Spa BizTools and strategies have helped thousands of spa professionals experience exponential growth and profits. She can be reached at info@insparationmanagement.com.

HOLIDAY GUIDE

Taste of the

Holidays Infuse Your Treatments with Flavors of the Season! By Caroline Canetti

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piced apple cider in autumn, pumpkin pie at Thanksgiving and gingerbread houses at Christmas — some of our favorite parts of the holidays include the flavors and scents we grew up with. Bring the most beloved seasonal flavors to your treatment rooms this season by creating services with ingredients ranging from pumpkin and yams to peppermint and cocoa to cinnamon and nutmeg.

CRANBERRY & POMEGRANATE Cranberry is rich in antioxidants and vitamin C, and its colorful tart counterpart pomegranate is chock full of polyphenols. Together they pack a powerful punch in the anti-aging battle. ESSpa Kozmetika Organic Skincare, with two locations in Pennsylvania, uses cranberry-pomegranate paraffin for all of their manicures (Hungarian Spa Manicure, 50 minutes, $35) and pedicures (Hungarian Spa Pedicure, 50 minutes, $59) from October through December. While they promote the services through specialized postcards and emails sent to clients, spa co-owner Scott Kerschbaumer says “simply having the cranberry-pomegranate paraffin in our warmers allows the scent to permeate the entire spa making guests ask, ‘What’s that?’”

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“Pomegranates contain polyphenols and other anti-oxidants that help fight free radicals that age skin,” explains Kerschbaumer. “Cranberries are rich in phytonutrients and antioxidants that fight off harmful molecules attacking skin. Combined with natural oils and wax, these extracts help nourish and refresh the skin. And the scent of the cranberries and pomegranates warming in the pot and being applied to the hands and feet helps to create a multi-sensory experience that helps guests relax and further enjoy their spa treatment.” Roosevelt Baths & Spa in Saratoga Springs, N.Y., serves up the New Years Glow Facial (50 minutes, $100) featur-

ing cranberry and pomegranate as the star ingredients as well. The Cranberry Pomegranate Masque step of the facial is loaded with vitamins, minerals, antioxidants, whole fruits, seeds and juice, and is also high in flaxseed oil, sunflower and gooseberry. “Cranberry can repair cells and balance oily, acneic skin types. Vitamin C naturally exfoliates the skin and helps brighten. Pomegranate also balances the skin’s oils and is very high in polyphenol, which protects the skin from harmful UV rays and free radical damage within the cells. It revitalizes and protects your skin while improving tone and reducing signs of aging,” says spa director Kim Rossi.

Beta carotene in the body converts to vitamin A, or retinol (a natural version of Retin-A), which is also a terrific antioxidant that helps reduce fine lines and wrinkles.

PUMPKIN & YAMS Both yam and pumpkin contain many vitamins, including vitamin C and beta-carotene. Vitamin C is one of the most potent antioxidants available, which helps reduce inflammation and brown spots, while boosting collagen production. Beta-carotene in the body converts to vitamin A, or retinol (a natural version of Retin-A), which is also a terrific antioxidant that helps reduce fine lines and wrinkles.

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The Organic Yam Facial (75 minutes, $85) at Ana Camargo Skin & Day Spa in Pembroke Pines, Fla., starts with a thorough cleansing, steam and exfoliation followed by a 15-minute radiofrequency session to stimulate collagen and elastin production. “It culminates with a yam mask that will provide vitamins and antioxidants. It’s great for diminishing dark spots and wrinkles,” says owner Ana Camargo. The Yam and Pumpkin Anti-Aging Facial (60 minutes, $85) at Flawless Day Spa in Chapel Hill, N.C., gives clients a youthful look by removing dead skin and minimizing large pores, fine lines and sun damage. “We keep the purée of yam and pumpkin on the skin for about 10 minutes to allow it time to penetrate. This invigorating treatment is mildly tingly and helps stimulate blood circulation,” says owner Wendy Solomon. Eva’s Organic Pumpkin Peel Facial (90 minutes, $190) at ESSpa is one of co-owner Eva Kerschbaumer’s favorite treatments. Why? “It’s because the effects are truly remarkable, especially for

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more mature, damaged and dull skin. It is possible to get similar results using more aggressive, synthetic products, but if you are looking for real results, fast and naturally, this is the treatment,” she says. The Spa at Hotel Hershey in Hershey, Penn. has several pumpkin treatments including Pumpkin Spice Body Scrub (30 minutes, $70 - $75) and Pumpkin Soufflé Wrap (50 minutes, $125 - $135). In addition to all the aforementioned benefits of pumpkin, spa director Shian Wing points out that, because the molecular structure of pumpkin is so small, it can penetrate deeper into the skin when used topically. “This is amazing for treating a dull complexion, aging skin and pigmentation,” she explains.

HOLIDAY GUIDE

In addition to their yummy aromas, peppermint and cocoa have beneficial topical and wellness properties.

PEPPERMINT & COCOA Two favorite sweet treats of the season are hot cocoa with marshmallows sipped by the fire and the peppermint taste of candy canes. In addition to their yummy aromas, peppermint and cocoa have beneficial topical and wellness properties. The Peppermint Sugar Scrub (40 minutes, $65) at FACES Day Spa in Hilton Head Island, S.C., is an invigorating head-to-toe sugar exfoliation with a peppermint oil base. “The main benefit of this service is based in hydration. It helps remove builtup skin cells and peppermint essential oil has been known to help relieve sore muscles,” says general manager Amy Brinson. Hershey’s Peppermint Hot Chocolate Immersion (90 minutes, $195 Mon-Thurs/$205 Fri-Sun) includes a Peppermint Scrub and Chocolate Fondue Wrap. “Peppermint essential oil gives a cooling sensation and has a calming effect on the body, which can relieve sore muscles when used topically. Cocoa is rich in antioxidants to support optimal skin health,” says Wing.

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CINNAMON & NUTMEG With a warm scent that reminds everyone of Christmas cookies, cinnamon is a popular spice to feature in treatments during the holidays. Cinnamon also helps to firm and tighten the skin, remove blood impurities by reducing skin inflammation and improves circulation, among other benefits. Nutmeg also helps to improve circulation, relax muscles, ease anxiety and aid in sleep. Ana Camargo Skin & Day Spa offers a Cinnamon Cellulite Busting Body Wrap (60 minutes, $65). “We first dry

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brush the skin to prepare it for the wrap, next we apply the cinnamon mix into the desired area and massage it to stimulate and penetrate the components, next we wrap the section and cover it with a warm blanket for 40 minutes. Once the time has passed, we remove the blanket and plastic. With a damp towel we clean the area to remove any excess,” says Camargo. At Rancho Bernardo Inn in San Diego, Calif., the Hints of Harvest package (80 minutes, $180) features

a massage, sugar and nutmeg scrub, aloe and pumpkin wrap and a cinnamon oil scalp massage. The mixture is made fresh daily and served with a cup of orange spice tea. “Nutmeg aids sleep, anxiety, relaxes muscles, and improves circulation. The beta-carotene in pumpkin may reverse skin damage caused by the sun and act as an antiinflammatory. Cinnamon improves energy levels, memory and vitality, and relieves migraines and headaches,” says spa director Kate Santarsieri.

HOLIDAY GUIDE

CLOVE, CARDOMOM, & GINGER Other spices that call to mind the season spanning from autumn through Christmas include clove, cardamom and ginger. Think gingerbread men, cookies, and houses —not the fresh ginger we use in our juices and summer fare. The Chai Spice Massage (50 minutes, $125) at Mountain Top Inn & Resort in Chittenden, Vt., features a blend of warmed oil and homemmade holiday spice oils — clove, cardamom, and ginger — as well as black pepper and vanilla. “This warming and penetrating massage is designed for relaxation and the relief of muscular aches and pains while calming the mind with the sweet aroma of chai,”

explains spa manager Bethany Stack. “Cardamom is helpful for the digestive system,” she continues. “When mixed with oil and applied to the abdomen area it can ease nausea or digestive issues. Clove is an effective agent for minor aches and pains and is helpful when battling flu and colds.” As for ginger, it’s believed to also relieve colds and flu symptoms, nausea, motion and morning sickness, rheumatism, coughs and circulation issues. “It also has warming properties that help to relieve muscular cramps, spasms, aches and ease stiffness in joints,” adds Stack. FACES’ Pedicure of the Month for December is the Gingerbread Spice

Pedicure (60 minutes, $60). “It begins with a warm gingerbread cookie soak, followed by our eggnog sugar scrub and then a gingerbread mask, gingerbread lotion, foot massage, and heated booties. It’s very pampering, but the exfoliation and lotion is great for hydrating and it smells amazing,” says Brinson. “There are so many amazing and flavorful spices that keep us feeling warm, fresh, and glowing during that time of the year,” says Camargo. “It’s great when we can bring that into our treatment rooms to really get our guests in the holiday spirit.” n

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Delicacy Nourishing

Use the richness of Caviar to generate results and profits

by Bella Schneider

aviar, made from the raw eggs of the prized sturgeon fish, has surprising anti-aging properties in topical skin care. With all the goodness of marine sea minerals, its benefits include repairing skin damage and stimulating skin cell metabolism. Caviar used in cosmetics is the extract of fresh raw roe eggs before they are salted and preserved. To protect sturgeon from extinction, caviar is produced through careful farming in select areas of the world to fulfill environmental and quality standards.

Nourishing Caviar has many beneficial properties to bolster skin strength. The rich amino acids and proteins are essential building blocks for cellular strength. Deeply nourishing, wet caviar is made up of water, glucides, proteins, lipids and fatty acids like palmitic, oleic, linoleic, EPA, DHA and docosapentaenoic. It has vast minerals including sodium, selenium, potassium, phosphor, magnesium, calcium and vitamins such as D and A. Its high protein content, including 17 amino acids, improves the skinâ&#x20AC;&#x2122;s outer layers and increases skin strength. These nutrients boost the skinâ&#x20AC;&#x2122;s dermal elasticity and help to prevent the erosion of tissues.

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ORGANIC & WELLNESS

NOURISHING DELICACY

Rejuvenating Skin is made up of protein. Because caviar is high in amino acids, its natural protein is immediately ingested by the skin. This boosts skinâ&#x20AC;&#x2122;s strength, keeping it youthful, energized and healthy. These amino acids are directly absorbed into the skin, ensuring regular rejuvenation and preventing aging and fatigue. Caviar has high concentrations of arginine, the key building block of protein that plays a pivotal role in cell division, the healing of wounds and immune function. Caviarâ&#x20AC;&#x2122;s vitamins and trace elements revitalize the skin. Vitamin A renews skin cells and vitamin D promotes cell function and healing.

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ORGANIC & WELLNESS

NOURISHING DELICACY

Hydrating

Anti-Aging

trendingtopical

Some studies conclude that caviar speeds up the natural production of collagen by up to 67 percent.

of nutrients available in fish roe, when ingested internally, works synergistically to

Caviar is easily absorbed by skin, creating

Caviar’s moisturizing qualities create a bar-

protect the body against toxicity, aging and

soothing benefits for all skin types. It’s made

rier to the elements, protecting it from the

overall dryness.

up of 50 to 70 percent water, and because

damaging effects of UV radiation, environ-

Omega-3 fatty acids also reduce symp-

of its similar structure to human amino ac-

mental pollutants, dehydration and harsh

toms of rosacea and stimulate skin regen-

ids, the skin directly absorbs this moisture.

climate. This inhibits aging and skin dam-

eration. One tablespoon of caviar contains

Amino acids are imperative to the skin’s abil-

age. Caviar also improves cell function and

one’s entire daily requirement of vitamin

ity to preserve moisture and stay hydrated.

minimizes inflammation around skin cells.

B12 — which is essential for the health of

Fatty acids (some of them essential)

Its high content of omega-3 fatty ac-

the skin, hair and nails. High doses of zinc

restructure skin on the epidermis’ lipidic

ids and polyunsaturated fatty acids cre-

ensure immune health. High concentrations

fences, helping to prevent transepidermal

ates healthier, more even skin. Omega-3s

of vitamin E are necessary to the production

water loss and maintain high levels of skin

strengthen skin’s cell membranes, enabling

of antibodies. Finally, iron is essential in red

moisture. In other words, rich omega-3 fats

the passage of nutrients in and out of the

blood cell production.

form a protective glowing layer on the skin.

cell and increasing the cell’s capacity to hold

The carbohydrates found in caviar, particu-

water. This water is what creates moist, hy-

larly glucose, fructose, sucrose and glycogen

drated and youthful looking skin.

Treatments and Products

directly moisturize the skin.

Omega-3s also reduce inflammation, a major contributor to aging skin.

Caviar is an ultra-luxurious, highly effective

Inflammation causes a multitude of nega-

ingredient ideal for night creams, masks, se-

tive skin conditions such as wrinkles, acne

rums, anti-wrinkle treatments, eye creams,

Collagen is the protein responsible for skin

and redness. Caviar products improve skin

body milks and hair products.

youth and vitality. Because the cell structure

smoothness, hydration and firmness while

of caviar is very similar to that of human skin,

reducing fine lines.

it boosts skin’s fortitude and the production

Supplements

Collagen Boosting

of high-quality collagen. Since skin aging is marked by a breakdown of collagen, this boost of collagen decelerates signs of aging.

Fish roe supplements benefit skin and hair

Bella Schneider is the founder and

Caviar helps to speed up the natural

health because of their notably high concen-

CEO of LaBelle Day Spas & Salons

production of collagen, and in time plumps

tration of proteins, vitamins, minerals, ome-

and an international product for-

up and thickens the skin, creating a younger,

gas, lipids, amino acids and antioxidants.

mulator and distributor through 5

firmer appearance. Some studies conclude

Supplementing can help ensure that the

Star Formulators. In her 30 years of experience in

that caviar speeds up the natural production

body is receiving all the nutrients it needs

skin care science, Schneider has been an innova-

of collagen by up to 67 percent.

for regeneration. The high concentration

tor in ethnic skin care, peels and peer education.

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Wellness

bonanza Customizing Zen Experiences in the Spa by Rachel Davita Harris

oothing music is playing in the background, the lighting is soft, voices are kept low and friendly — spas carefully craft this type of environment to allow their clients to de-stress and feel deeply nurtured. With such an atmosphere in place, more than a few spas today are looking beyond traditional services to offer a deeper level of healing for their clients with customized wellness programs. As spa owner and life coach Stacy LeClair of New Serenity Spa in Scottsdale, Ariz., puts it, “If you can’t receive a wellness treatment in a spa, where can you? The whole ambience is set up for relaxation and vulnerability.”

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ORGANIC & WELLNESS

WELLNESS BONANZA

The push for wellness services is com-

Given this growing sentiment, it’s not un-

ing from clients too. Naturopathic doctor

common today for clients to share nutri-

Alisha Moadab of RE Health & Beauty Spa

tional challenges, yearnings for more en-

in Temecula, Calif., shares, “At the first spa

ergy or even personal challenges such as

I worked, the spa owner was interested in

divorce with their massage therapist or

bringing wellness services to the clients,

esthetician.

as that is now in higher demand. I think

It can be both meaningful and profit-

people not only want to look better, but

able for a spa to step in and meet their

feel better too.”

clients’ needs.

Incorporating

WELLNESS

114

While the type of wellness service may vary,

selling. She becomes your best friend the

implementing a successful wellness pro-

moment you walk in the door, and takes

gram in a spa starts with the same essential

time to chat and get to know the clients

elements. These include making sure all

and their needs. After listening, if a health

therapists value wellness and care about

concern comes up, she says, ‘you should

clients’ emotional, spiritual and physical

meet with Dr. Alisha.’” Dr. Moadab is then

health, ensuring the spa environment mir-

available for a free 15-minute consultation.

rors these holistic values and implementing

This holistic approach extends to ev-

appropriate methods for connecting clients

ery detail of the spa for LeClair. “In order

with a wellness practitioner.

to provide a service like the life coaching

At Healing Revolutions Spa in

I offer, all of the spa’s values must line up

Altamonte Springs, Fla., spa owner and

with it,” she explains. “I even scrutinize the

holistic health practitioner CJ Sugita-

reading materials in our lobby because I

Jackson explains what this looks like in

want to make sure that they’re not demean-

practice. “Therapists should work syner-

ing in any way.

gistically,” he shares, “cross promoting

The whole culture of our spa is cen-

of services then happens naturally.” At

tered around healing.” While LeClair used

Healing Revolutions, therapists take the

to offer free 15-minute “power sessions”

time to listen to their clients’ challenges.

to introduce clients to life coaching, with

They then refer them to Sugita-Jackson for

the growth of her business, all consulta-

a free 15-minute nutritional consultation if

tions now happen within a paid session.

they believe his work could benefit them.

How do spas specifically implement

For Dr. Moadab, many of her clients arrive

customized wellness programs such as

like Sugita-Jackson’s. “The spa manager

life coaching, naturopathic medicine, nu-

is truly the biggest promoter of the entire

tritional counseling and private yoga? Let’s

spa,” she explains. “She is amazing at cross

take a look.

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ORGANIC & WELLNESS

WELLNESS BONANZA

Client practicing meditation in the spa.

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ORGANIC & WELLNESS

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Life Coaching LeClair founded the New Serenity Spa in

one

Scottsdale, Ariz. with an intention to “cre-

part of her spa packages, with the “1/2 Day

ate a place where people going through

Relaxation Package” being her favorite. This

difficulties and hardships could go, to cre-

includes a custom facial, a massage, a life

ate a one-stop wellness shop.”

coaching session and use of the spa facili-

Each life coaching session is highly cus-

ties for $325. For LeClair, life coaching has

tomized, and is a “catalyst to help clients find

grown in popularity and profitability since

their own answers,” LeClair shares. “There

the spa opened two years ago, and she plans

are exercises that trained life coaches go

on taking on another coach in the coming

through to figure out where a client is stuck.

months. “One great thing about life coach-

Coaches will usually find that they get to the

ing is you don’t need a lot of space and

root of the problem in the first five minutes

there’s really no overhead involved,” she

of a session.”

explains. “Other services require products

LeClair offers coaching to individuals, couples or groups with a single session start-

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NOVEMBER 2015

ing at $75. She also includes coaching as

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or equipment of some sort. Life coaching is a pure pocket service.”

two Nutrition Therapy

Sugita-Jackson offers nutritional counseling at Healing Revolutions Spa, helping patients with everything from ridding

three Naturopathic Medicine

Dr. Moadab’s services at RE Health & Beauty

“Our programs are all whole food based. We don’t use prepackaged cleanses. We use

Spa include diet and lifestyle planning, Botox injections, nutritional therapy, B12 injections and physical examinations, among others. Her initial free consultation includes a gender specific survey, asking clients to rate

food first. Supplementation

different symptoms such as fatigue, mood

is secondary."

verity. Dr. Moadab reviews this survey and

them of chronic fatigue to ensuring they

swings, or weight challenges in terms of seshares what treatment would look like. If a

lose weight in a sustainable way. Each pro-

After this initial meeting, clients can sign

client then decides to continue, she offers

gram is completely customized for the cli-

up for a spa membership for $59 a month,

an initial one-hour intake visit for $225 and

ent by Sugita-Jackson. “Our programs are

which includes one hour-long session with

follow-up visits for $120.

all whole food based,” he explains. “We

Sugita-Jackson per month, as well as three

After three and a half years at RE, busi-

don’t use prepackaged cleanses. We use

15-minute check-ins, which include weigh-

ness is steadily growing for Dr. Moadab.

food first. Supplementation is secondary.”

ins. If a client finishes with their nutritional

“As the community and spa clients get to

While he does offer free 15-minute

program, they can use the same member-

know me, profitability continues to increase.

ship for a different spa service.

I believe I am on target to double this year,”

consultations, the bulk of the information gathering happens in a lengthier initial

At Healing Revolutions, nutritional

paid consultation. This review includes a

counseling has steadily increased in prof-

She also adds that profitability varies

bio scan, health questionnaire and blood

itability since the spa opened two years

depending on the services offered. “The

analysis performed by a lab technician in

ago. It is now the second most popular

consultations have no cost associated ex-

front of the client. Following this analy-

service, recently surpassing skin care, and

cept for the doctors’ pay, unlike other spa

sis, Sugita-Jackson develops a custom-

Sugita-Jackson is in the process of bring-

services,” she explains. “Vitamin injections

ized dietary plan for the client based on

ing on additional nutritional counselors to

serve as a good revenue source as well as

their goals.

implement the program.

B12 shots or actual IV infusions.”

she shares.

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ORGANIC & WELLNESS

WELLNESS BONANZA

four Yoga

Overlooking Lake Superior on Northern

so that they can offer more options to cli-

While she has yet to determine if the pro-

Minnesota’s North Shore is the WatersMeet

ents. Her yoga instructor is also trained in

gram will profitably complement her oth-

Spa and Wellness Center, a full service spa

massage, and yoga sessions are accordingly

er services, based on current feedback,

located at Lutsen Resort. While the spa offers

priced like massage sessions, ranging from

Einwalter “has every reason to expect it

a variety of specialized bodywork therapies

$90 for 60 minutes to $180 for 120 minutes.

will be.”

such as reiki and manual lymph therapy, this season they’ve incorporated customized private yoga sessions as an offering.

being “delighted that they could receive

The Heart of Wellness

one-on-one yoga sessions adapted to their

While profits steadily increase no mat-

level of expertise and physical abilities.” For

ter the wellness service, at the end of

a successful session, she recommends the

the day, it is the intangible benefits to

Rachel Davita Harris is a writer

yoga instructor have a discussion with the

clients that make spa owners feel like

based in Miami, Fla. She writes

client in advance of the session to under-

adding a wellness service has immedi-

about beauty, health, spiritu-

stand their goals, expectations and physi-

ate value to the spa.

Spa manager Carol Einwalter shares that feedback has been positive, with clients

cal limitations.

Adding a wellness service can give spa owners deep fulfillment.”

ality, local people and places,

As LeClair puts it, “If you’re already

and produces marketing materials for busi-

As WatersMeet is located 100 miles from

a spa with a healing intention, you’re al-

nesses. Rachel is passionate about helping

a sizeable town, one of the biggest chal-

most doing a disservice to your clients

women experience their beauty and power

lenges Einwalter faces is finding talented

if you don’t offer a wellness service like

and teaches personal story writing classes for

staff willing to reside near the spa. To ad-

life coaching. Who do you know that’s

women to help them express what it means to

dress this challenge, she makes sure all of

not dealing with one sort of frustration

be a woman today.

her staff is trained in at least two modalities 118

or problem and needs extra support?

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Holiday Dress Best The single most important factor to a successful ensemble is the way one feels in it… cue the M’lis Cellulite Smoothing Kit. This at-home solution is all natural and will help your clients achieve their ideal body shape. An additional five minutes added to their daily regimen maximizes inch loss and smoothes dimpled skin.

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The Organic Calming Body Oil Serum from Blue Beautifly instantly comforts the body as well as the mind by diminishing muscular stress and relaxing the nervous system. Its potent healing herbal extracts of arnica, ginger, comfrey, ashwagandha and gotu kola relax the body and help relieve tight muscles and fatigued joints, reducing inflammation and nourishing the skin as the mind relaxes.

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Organic & Wellness News

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Organic & Wellness News

The PurErb Skin Care Line moves topical skin care and aromatherapy into a new dimension. PurErb skin care and aromatherapy features a groundbreaking Natural Liposome Encapsulation (NLE) that captures and intensifies the power of plant stem cells, phytoderived peptides and more than 100 botanical extracts, providing long-lasting moisture, smoothing lines and boosting radiance.

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Naturally Soothing The Anti-Redness Botanical Serum from Nature Pure Labs reduces redness and discoloration. This true solution for rosacea and hypersensitive skin combines organic elements such as natural pine bark, arnica montana flower and horse chestnut to improve blood vessels and combat inflammation. Mulberry, bearberry and vitamin K naturally brighten, and a synergistic blend of chamomile, azulene, calendula and rose hips work to calm and repair skin damage.

Organic Elements with Pep The Bio Organique Treating Serum from G.M. Collin hydrates and energizes the skin for a more youthful appearance with Ecocertified Rice Extract (SIRT â&#x20AC;&#x201C; 1), a breakthrough anti-aging technology, and vegetal peptides from beech tree bud to help prevent the visible signs of premature aging. This serum protects and repairs the skin from oxidative stress caused by environmental aggressions, leaving it awake and revitalized.

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Letâ&#x20AC;&#x2122;s Talk

MAKEUP With Lynn Nakaso

owner and director of Skin Solutions of Lafayette, Calif.

Incorporating a Stroke of Perfection Into Your Spa Services 122

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When did you decide to implement makeup into your spa?

How do you promote your makeup services?

When I first opened my doors 28 years ago, I wanted to provide clients with the best skin care treatments and follow it up with the perfect finishing touch: makeup. At our salon, our goal is to present clients with customized treatments to suit their individual needs and leave them feeling great with healthier skin.

After each skin care treatment, makeup is applied, which creates interest along with our website. With retail and testers located in the receptionist area, it makes it easy for our clients to access our makeup.

How did you do it?

Eyebrows, color matching for the perfect foundation and lipstick choice, bridal and makeup application classes.

By incorporating a professional makeup line such as ours for both services and retail, I am giving my clients quality, treatment-based products that continue healthy skin care.

Why did you decide to implement makeup into the spa? I believe your skin looks great after receiving a facial, and applying makeup at the end of the service gives my clients a polished look.

How did you select makeup artists? I research who is out there and who caters to a similar client demographic. I also look for who has similar clientele, skill, experience and customer service philosophy.

What is the surface space of the makeup area compared to the rest of the spa? Fifteen percent. We use the front receptionist area where our clients first walk in for the appointment.

What prompted you to choose that size? I chose the space based on what I expect the total revenue of the makeup to create compared to other services offered.

What makeup services have the most success?

Are estheticians trained to promote makeup services after each treatment? Yes, I partner with our chosen brand to support makeup and skin care training.

How did you choose your makeup line? Research! Iâ&#x20AC;&#x2122;ve been with our line for more than 25 years and I stand behind their products, so naturally I was excited to bring on their makeup line. It is a treatment-based line of the highest quality, which my clients appreciate. My rep has been a pleasure to work with as an educator and provides me with the best service, so I feel the support will continue to be there for me and my clients.

Do you have special promotions for makeup? If so for what occasion, and how long in advance do you prepare for these? Holidays, weddings and when the seasons change. We plan three to six months out for our promotions. n

Interview conducted by Laureen Barnes, Account Representative for SOTHYS.

What kind of makeup treatments do you offer on the menu? Bridal, special occasion, makeup classes and camouflaging.

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FACING FORWARD The Makeup Artistâ&#x20AC;&#x2122;s Guide to a Non-Surgical Facelift BY

PAMELA TAYLOR

s a professional makeup artist, I inherently look at a face and analyze

how I can help someone look their very best. As some women age, I often notice they do not change their makeup routine and can actually appear older when they still apply the products, colors and techniques they used years ago. Working in fashion, my daily routine is to apply trend related techniques that work well on younger faces. However, when working on a mature face, a different set of rules applies. One of the key aspects to truly mastering your craft is having the knowledge and ability to create a younger appearance to the skin. As we age, the face naturally begins to change in both texture as well as elasticity, and it is important to know how to apply makeup with these changes. Although all face shapes are different, it is important to understand how to adjust your approach. The following makeover may help you to understand how these changes apply. PHOTOS BY

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CAROL YOREY

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lne & spa: image

1 Following a skin care regimen, apply a filling serum to resurface the areas of change. Apply to areas where wrinkles and lines are present: the orbital cavity, nasolabial folds and any areas of natural recession.

2 Apply a hydrating mist to the entire face. This adds moisture to the skin and creates an easier blending palette for the next steps.

3 Use a fine pointed detail brush to apply a shimmer-free creme highlight to recessed areas of the face. Itâ&#x20AC;&#x2122;s important to apply into the area using a smooth creme base (lighter than the natural skin tone). Blend in an upward and outward motion onto nasolabial folds, sides of nose, marionette lines, chin and anywhere lines are prominent.

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4 If applicable, apply a v-shape highlight to add fullness and detail to the upper lip. Never apply a shimmer product if lines are present around the mouth. Do not use shimmer or pearl lip products as they will enter lined areas and bring attention to them.

5 Once foundation is applied, lightly set the base and then apply contour and highlights. On my model, I reduced shine and contoured the face in a horizontal direction at the cheek. I also deepened the contour beneath the lower chin, jowl and nose area, adding a lifting serum where height was desired. This created a more balanced look to her facial structure. (See before image)

PROâ&#x20AC;&#x2122;S TIP Avoid heavy lip liners, which can seep into lip lines and bring attention to wrinkles. Also avoid applying pearl and shimmer products in areas that are heavily wrinkled, such as the creases of the eyelids. Use shimmer and pearl products selectively. Additionally, steer clear of applying dark eyeliner, which

Application time: 45 minutes Price: $45 -$250

can bring attention to aging areas and uneven facial features. Choose softer black or kohl shades. Use clear shine serums to lift areas of the face such as

Depending on the artist, you can include

cheeks and brow bones.

a photo session and take-home video.

Pamela Taylor is New York-based, internationally-recognized authority of editorial print and fashion makeup. For information about products and techniques used contact info@pamelataylor.com, or call 212-620-5792. 126

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Offer a group class at your salon or spa: $25 -$75 per person

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Ease of Application Enriched with evening primrose extract, Stick Foundation from Inglot Cosmetics has conditioning properties and does not dry out the skin while providing strong coverage. Perfect for hiding discoloration and other imperfections, it ensures a long lasting, flawless finish. Perfect for face contouring, it is hypoallergenic.

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ADVERTISER INDEX Page Number

Reader Service No.

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SilcsSkin.................................................................. silcskin.com..................................................................... 185 45............... TiZo......................................................................... tizofusion.com................................................................. 305 *Les Nouvelles Esthétiques & Spa/American Edition has all publishing rights reserved. Reproduction in part or in whole without written permission by the publisher is prohibited. *Les Nouvelles Esthétiques & Spa/American Edition is protected through Trademark registration in the United States and in foreign countries where Les Nouvelles Esthétiques & Spa/American Edition circulates. The publishers cannot accept responsibility for unsolicited manuscripts. Articles appearing in this journal may not previously have been published elsewhere either inside or outside the United States of America. 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