LNE & Spa - June 2016 by LNE Magazine

LNE & Spaâ&#x20AC;&#x201D;the magazine for skin care and spa professionals June 2016

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from the

editor

Bio-Therapeutic

DULL DAYS ARE OVER

Summer is here — a time to walk on the beach and take a break from the hectic pace of daily life. With everyone’s favorite season comes certain beauty desires and needs. Endless beach days are captured forever with perfectly timed selfies that showcase flawless, hydrated skin that inspires a bit of confidence to get cheeky. Just as the chillaxed, sun soaked days have inspired countless artists, summer has served as the muse for the June issue of Les Nouvelles Esthétiques & Spa. This edition highlights the unique business opportunities of summer in our Hello Summer Guide, the season’s page turner. Make your seasonal offerings pivot to excite and satisfy your guests. Cool off hot skin using the healing benefits of aloe vera. Learn the basics of email marketing and offering a nutritional program for even greater success. Give clients the confidence to turn over and reveal their reality-show worthy curves. Discover the soothing effects of combining facials and massages while exploring the ancient Indian balancing treatment of Shirodhara…

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Take a refreshing dive into LNE & Spa for inspiration from these and many other ideas to give your treatments a boost this summer, and enjoy a fabulous start to this beautiful season!

—Amanda Clinton Winter, amanda@LNEonline.com

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J U N E 20 1 6

V o lume 3 1

N um b e r 6

CONTENTS ORGANIC & WELLNESS

SKIN

Oil & H20 Do Mix Twice as Nice

12 18 Skin Quenching Topicals 24 Skin News 30

Nature's Caress 110 Deeper Healing 116 Organic & Wellness News 123

Deeper Healing

page 116

Skin Quenching Topicals page 24

SPA

Spa of the Month Hello from the Other Side The International Congress of Esthetics and Spa, Philadelphia Recap Spa News

BUSINESS

Behind the Spa Door with Maryann Mousourakis Click & Read Business News

HELLO SUMMER GUIDE

page 126

46 50

IMAGE

Thinking of Adding Makeup to Your Spa? Katie Delgado 124 Greenhouse Glamour 126 Image News 129

54 56 64

Ignite the Heat 66 Summer Relief 72 Roll Out the Sandy Carpet 76 Summer Fling 80 One Bite at a Time 84 Getting Cheeky 90 Bon Voyage! 94 Summer Product Photo Feature 100

Hello Summer Guide page 65

Greenhouse Glamour

32 38

EXTRAS From the Editor Advertiser Index

6 130

Cover Photography: Fabio Salsa

HELLO guide

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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3929 Ponce De Leon Blvd. Coral Gables, Florida 33134 USA: 800.471.0229. 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 Editorial Associate Maureen Castellon maureen@LNEonline.com Art Director Andres Gutierrez andres@LNEonline.com Designer Alan Araya alan@LNEonline.com Design Advisor Charlie Jackman 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

Social Media Partner Kristina Mazzenga kristina@LNEonline.com 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 ontributors Carrie Ann Buckingham Caroline Canetti Maureen Castellon AC Dotterweich Justin Dotterweich Darci Frankel

Sandra Friedli Louisa A. Horvath Veronique Munro Luz Pellegrino Bella Schneider

Louis Silberman Dori Soukup Victoria Tabak Shawn Towne Christiane Waldron Amanda Clinton Winter

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

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DO MIX Micellar Cleansing Water for Glowing Skin by Sandra Friedli

MICELLAR CLEANSING WATER is a rapidly growing trend in the cosmetic market. Originating from France, its innovative ingredient and technology formulation enable it to remove makeup, cleanse eyes and skin in one simple step without the need for rinsing. Gentle and easy to use, itâ&#x20AC;&#x2122;s compatible with all skin types, conditions and age groups.

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SKIN

OIL AND H20 DO MIX

FUNCTION of the FORMULATION — Micelle technology is one way to formulate a cleanser. Micellar water is made of microscopic micelles that work as the key cleansing property. These gentle cleansing agents come in the form of oil molecules that organize themselves into spheres and are suspended in soft water. The micelles trap surface impurities, oil, dirt and makeup, thanks to their hydrophilic head and hydrophobic tail.

HOW is it USED? — A double duty makeup remover and cleanser for the eyes and face, micellar water can even be used following regular cleansing milks and water based foaming cleansers to perfect the cleansing step of the skin care routine. It isn’t necessary to use a separate toner following the use of micellar cleansing water, as this innovative “all in one” product can achieve clean, fresh, glowing skin in one step. Micellar cleansing water is applied to cotton pads and wiped over the face and neck, including the eye area. More than one cotton pad may be needed in order to achieve perfectly clean skin if it is removing a heavy makeup application. It can be used for both morning and evening cleansing routines.

WHO it’s PERFECT for — TEENS Micellar water is a perfect cleansing solution for teenagers, who may be more likely to only adhere to a skin care routine that’s very easy and efficient. With micellar water, they can simply wipe away impurities from their skin with a cotton pad while multi-tasking.

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FUNCTIONS FOR MICELLAR WATER Micellar water has all the properties to be used in a variety of different ways, such as: FACIAL WASH It works by eliminating excess oil and impurities from the surface of the skin, thereby cleaning it. Because it does not require the use of water, it can be used anywhere at any time. MAKEUP REMOVER The micelles trap the makeup from the surface of the skin, and removes all types of makeup, including lipstick, eye shadow, mascara, pencil, compact powder and blush. TONER Following use of another cleanser, micellar water can also be used as a toner to perfect skin.

GYM-GOERS AND ATHLETES On-the-go fitness devotees can easily carry micellar water cleanser with them and efficiently remove makeup before working out and freshen the skin following an exercise session.

MAKEUP ARTISTS Micellar cleansing water can remove makeup without using any water, and because it does not leave any oily residue on the surface of the skin, the artist can easily proceed with their makeup application afterward.

LASH EXTENSION USERS WEARING EYE MAKEUP Micellar water gently removes makeup without having any adverse effects on lash extensions.

GREAT COMPATIBILITY — Micellar water can be used for every skin type and condition and all ages, and works particularly well for the following: o Sensitive and sensitized skin (including clients suffering from rosacea, eczema or psoriasis). Micellar water is fragrance free, color free, alcohol free and does not need to be washed off. The skin doesn’t need to be rubbed when using micellar water, which avoids redness or irritation that can appear

A true botanical powerhouse in your hands As the pioneers of aromatherapy, DECLÉOR harnesses the natural power of essential oils & scientific expertise to deliver powerful skincare. DECLÉOR brings results to skin at spa and at home. Discover more about our business support and in-depth education designed to help your spa succeed. www.decleorusa.com • 888.852.2829

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SKIN

OIL AND H20 DO MIX

after cleansing. It does not cause any stinging or burning sensation. o Post-op skin. Micellar water is a highly recommended type of cleanser for post resurfacing treatments such as chemical peels, microdermabrasion or lasers, as these treatments can make the skin fragile, making it important not to overstimulate it. o Dry skin. Micellar water does not strip the skin or leave behind drying chemical ingredients. o Young skin. It is very easy, quick and convenient to use and cleans the skin without strong active ingredients.

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o Oily skin. Micellar water is an oil free product with water texture, but it is able to trap excess oil. It never feels oily on the surface of the skin, which is why micellar water is a great fit for oily skin.

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Despite all the advantages of micellar water due to its gentleness on the skin, it is NOT the best option for the following: o Heavy makeup such as foundation cream, thick and dark eyeliner, glitters or matte lipstick. While not impossible to remove with micellar water, this makeup is more likely to require the use of many cotton pads and additional product. o Waterproof makeup such as mascara or eye pencil may be difficult to remove with cleansing water, and is more easily dissolved with oil.

or sensitive, dry or oily skin. However, one exception to recommended use of micellar water is for men who are freshly shaved, as it must be used on cotton pads, which may leave cotton residue on the shaved area. Also, foaming formulas are often a preferred choice among men for shaving. Be liberated from the myth that oil and water do not mix! Micellar water is an easy way to keep even the most sensitive skin refreshed. ď&#x201A;Ą

Sandra Friedli graduated from a top beauty school in Paris where she worked with professional beauty brands

There are no contraindications with micellar water in regards to skin type or condition. With its innovative component, the micellar water can be used on any skin concern, whether from aging, pigmented, acneic skin

such as Phytomer and Shiseido. A licensed esthetician and massage therapist, she has more than seven years of experience in the professional beauty industry. Before joining Sothys, Friedli was a spa supervisor in India and an educator for Dermalogica in Dubai.

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The Most Powerful Anti-Aging formulations Trusted by Top Doctors.

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Advanced Skin Care for Exceptional Results

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TWIC E as NICE Double Up On

Massages & Facials by Bella Schneider

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aily life is now busier than ever, and people are finding it harder than ever to escape their routines long enough to fully relax and rejuvenate. The spa industry has taken note of this pattern, and is responding by combining the needs of their busy clientele into a unique and satisfying experience, partnering massages and facials into a single treatment. These multi-faceted services not only cater to the needs of this time-crunched demographic, they can also serve as a highly effective revenue booster for the spa! Imagine how relaxing it would be to have someone massage the muscles of your body while another person gives you a beautifying facial at the same time. This type of treatment feels wonderful, fits into your guestsâ&#x20AC;&#x2122; busy schedules and entices new clientele into your spa. However, your staff must have a certain education prior to providing these types of combination treatments, and your estheticians and massage therapists must learn how to work in sync with one another.

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SKIN

TWICE AS NICE

couple on the dance floor must be synchronized to elevate their movements into an art form. Similarly, each staff member must know how the other one works, how long each step of their treatment is, whether or not the client needs to be face up or face down, and so on. Once these details are aligned and synchronized, the possibilities for combination treatments are endless! Consider the following ideasâ&#x20AC;Ś

Anti-Aging Facial Combined with Swedish Massage Clients seeking an anti-aging facial that delivers a wonderful experience in addition to a beauty boost can enjoy the treatment in conjunction with a relaxing Swedish massage. Start the session with the client face down to receive a Swedish massage on their backside for 15-20 minutes, using lotions or oil packed with nourishing and rejuvenating ingredients. Once that is complete and the client turns around to face up, the facial can be conducted by an esthetician as the remainder of the massage is completed simultaneously by the massage therapist.

Mask Treatment with Therapeutic Massage

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In a therapeutic massage treatment, it is necessary for the client to switch positions a few times, making it a good treatment to pair with a facial protocol that requires time for a product to sink into the skin, such as a mask. There are several steps involved in this type of facial treatment, making it crucial that the moves are properly coordinated and timed so the roles of the esthetician and massage therapist are in sync. Start the session with the client lying face up to receive the cleansing and exfoliation steps of the facial. Then have the client turn over and face down to receive the therapeutic

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For combination treatments that are not designed as â&#x20AC;&#x153;expressâ&#x20AC;?, the facial and massage can be performed by the same technician, as many spa professionals are licensed in both skin care and massage.

back massage. When they turn around to face up again, the esthetician can apply the remaining steps of the facial including the mask treatment, serum application and facial massage with cream as the massage therapist completes the body massage.

Microdermabrasion Lifting Facial with Oxygen and Reflexology Massage A microdermabrasion lifting facial with oxygen requires the client to lie very still on their backside, making it a perfect treatment to pair with a foot reflexology massage. This type of facial smoothes away fine lines, eliminates dead cells, diminishes age spots and restores natural radiance and illumination with a combination of microdermabrasion, vitamin-rich clinical grade oxygen, microcurrent lift and a customized mask. A foot reflexology treatment performed at the same time can complete the service with a deeply relaxing modality that relieves pain from plantar fasciitis, ankle injuries or long bouts of standing.

Basic Purifying Facial with Sports Massage Sports massages are geared toward athletes, whether they are professionals or weekend warriors. This type of massage

when undeniable integrity is essential to your well being

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SKIN

TWICE AS NICE

promotes flexibility, reduces fatigue and prevents injuries. Since clients are required to lay face down and then face up during a rigorous sports massage, it makes sense to pair this type of bodywork with a basic purifying facial. This classic facial combines deep pore cleansing, which includes elements such as an enzymatic scrub, steaming, gentle fruit exfoliation, extractions, antioxidant serum, moisture mask and a light facial massage. This entire facial treatment can be completed during the second half of the sports massage once the client is lying face up.

Cleansing Facial with Pregnancy Massage Moms-to-be may appreciate a combination treatment of a massage and facial more than anyone else! Between all the discomforts pregnant women tend to experience (including backaches, headaches, leg cramps and edema) and the frequent skin issues such as dryness and breakouts, this combination is a welcome relief. Pregnancy can cause one’s skin to be extra sensitive, making it important to stick to a basic cleansing regime. Chemical peels, light therapies or electric currents should be avoided on pregnant clients. Prior to starting the cleansing facial, the client should be properly supported with extra cushions to alleviate any maternal aches in their lower back and pelvic area. The facial and prenatal massage can occur simultaneously while the client lies on her back or side.

o o

Total duration of the session Number of therapists conducting the treatment o How specialized the various modalities are o Type of spa (high end, destination, walk-in day spa, etc.) With a little creativity, you can come up with an endless menu of paired massage and facial treatments to provide ultimate satisfaction for your time-crunched clients and boost your bottom line! 

Bella Schneider is the founder and CEO of LaBelle Day Spas & Salons and an international product formulator and distributor through

Pricing

5 Star Formulators. In her 40 years of experience in skin care science, Schneider

To determine an appropriate price for these combination treatments, take the following factors into account:

has been an innovator in ethnic skin care, peels and peer education.

Introducing your clients to Agera Labs has never been easier with the new 21 DAY TRIAL KITS - 3 complete home treatment skincare regimes to choose from! Say you saw it in LNE & Spa and circle #221 on reader service card

All 3 kits feature Agera’s star product MagC Peptide Serum!

Anti-Aging Recovery Skin Clarifying

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Skin Quenching KEY HYDRATING INGREDIENTS FOR SUMMER by AC and Justin Dotterweich

Summer is upon us, which means many of us are spending time exploring the great outdoors for some fun in the sun and (hopefully) a much needed vacation. As the weather heats up, your clients are traveling to parks, flocking to pools, barbecuing in backyards and relaxing on the beach.

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hile summer is a beloved season, the hottest months of the year come with their own set of challenges in terms of keeping skin protected and looking its best. Contrary to popular belief, skin care needs go beyond sunscreen during the summer months. It’s widely known that excessive exposure to the sun harms skin, but few realize how UV radiation impacts the skin’s overall structure and reduces natural oils. Also, while elements we commonly encounter in summer months like salt water can have therapeutic benefits, too much time in the water can irritate skin. Despite the negative effects of the sea, sun and warm air, it’s possible to keep skin healthy all summer long with the right ingredients and home care regimen — and hydration is the key. In counseling your clients on their home care routines this summer, it is useful to understand the following six key ingredients for their unique hydrating properties.

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SKIN

SKIN QUENCHING TOPICALS

HYALURONIC ACID Hyaluronic acid is found naturally within the body. It is a humectant, so it draws water into the skin and prevents moisture loss. Hyaluronic acid also can hold more than 1,000 times its molecular weight in water. Advise your clients to apply hyaluronic acid based serum to damp skin. Skin must be damp because this ingredient binds to surface moisture, retaining it and keeping skin hydrated. It’s essential to note that a dry summer climate can affect hyaluronic acid’s ability to bind to surface moisture, because if surface moisture is lacking on the skin or in environmental sources (i.e. the air), hyaluronic acid may draw moisture from skin’s deeper layers, actually drying skin. Therefore, it’s recommended to use serums containing hyaluronic acid underneath a moisturizer, makeup or SPF. This may not be an issue in humid climates where the air contains a significant amount of moisture for hyaluronic acid to pull from.

A dry summer climate can affect hyaluronic acid's ability to bind to surface moisture

AVOCADO OIL Avocado oil is a vitamin rich, soothing and anti-inflammatory ingredient. It has emollient and semi-occlusive properties, meaning it penetrates and softens skin’s top layers while locking in moisture, slowing transepidermal water loss. While it should never be used as a replacement for a well-formulated SPF, avocado oil offers low-level UV protection due to its high content of vitamins, sterolins and monosaturated fats. The fatty acids in avocado oil are biologically similar to the skin’s own sebum, so they don’t clog pores. Advise your clients to apply a few drops of avocado oil to skin, along with a tiny splash of water or toner to the face, neck, décolleté and any other area that is exposed or feels dry.

ALOE VERA GEL Aloe vera gel comes from the inner leaf of the aloe vera plant. It contains an impressive variety of vitamins, minerals and trace elements, and is essential in any post sun exposure regimen. It forms a protective layer when applied to skin, providing antibacterial as well as anti-inflammatory benefits while cooling, relieving pain and accelerating skin healing. Plastic surgeons use this natural ingredient to treat burn victims. However, make sure your clients don’t try to substitute good burn treatment for burn protection — SPF is always necessary. Also, note that aloe should NOT be used on serious burns. Refer your clients to their physician if sunburns are severe.

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SKIN

PHYSICAL SUNSCREENS Sun exposure is the single most important factor in instances of dry skin in the summer. Sunburns result in a depletion of antioxidants and an increase in the degradation of skin’s lipids, known as peroxidation. This disruption of skin’s protective moisture barrier leads to a pronounced loss of hydration. Physical sunscreens contain active mineral ingredients, such as titanium dioxide or zinc oxide, which work by deflecting and scattering UV rays away from the skin and offering immediate broad spectrum protection. These ingredients are compatible with sensitive skin and even rosacea. Sunscreens should be applied as the last step in a skin care regimen for maximum effectiveness. Physical sunscreens must be reapplied frequently, as they can wash off in water and are reduced by excess sweating.

SKIN QUENCHING TOPICALS

recommended home care protocol cleanse

(am)

Creamy cleanser that leaves skin feeling hydrated.

cleanse

(Pm)

Gentle gel cleanser that removes face and eye makeup without stripping natural oils.

tone Tone face, neck and décolleté with antioxidant rich ingredients.

treat Apply hyaluronic based treatment serum to face, neck and décolleté.

daytime moisturizer Apply quarter size amount of a physical SPF 30 over entire face, neck and décolleté.

night cream Massage a dime-sized amount of night cream that is rich in emollients (such as mango butter or cocoa butter).

COCOA BUTTER Cocoa butter is extracted from cocoa beans. It consists of nearly 60 percent saturated fats in the form of stearic and palmitic acids, which are beneficial when used topically to create a barrier on skin to help it retain moisture. It is also rich in antioxidants, containing vitamins A, B1, B2, B3, C and E. Cosmetic chemists use cocoa butter as a base for many treatment products such as serums, night creams and sunscreens. Cocoa butter serves as an excellent moisturizer for dry skin. It also addresses skin conditions like psoriasis, eczema and dermatitis, as it contains cacao mass polyphenol (CMP), a substance that inhibits the production of skin aggravating antibodies called immunoglobulins.

weekly mask Kaolin clay mask should be left on for 5-10 minutes to purge impurities.

weekly exfoliant Weekly use of an enzyme exfoliant allows the treatment products to penetrate properly. Leave on for 3-5 minutes.

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SKIN

SKIN QUENCHING TOPICALS

MANGO BUTTER Mango butter is derived from the seed of the mango fruit and is rich in fatty acids such as omega-9, oleic and stearic. It has natural emollient properties, increases skin hydration and possesses mild protective effects against UV damage. Moisturizers containing a high percentage of mango butter can protect against free radicals, hydrate, soften fine lines and relieve irritation. This ingredient can be especially beneficial to dry skin types.

EXFOLIATION Hydrating ingredients are key to healthy functioning cells, but without exfoliation the ingredients won’t penetrate properly due to their molecular size. During summer months, recommend that your clients avoid using retinols and AHAs because of increased photosensitivity. Instead, introduce gentle alternatives for home care such as kaolin clay, enzymes and mechanical scrubs with spherical jojoba beads. With the combination of these key hydrating ingredients, SPF, exfoliation and guidance from a licensed esthetician, your clients are sure to have a glowing summer! 

AC and Justin Dotterweich are the founders of ExPürtise®, and have previously held many consultative roles in the spa and wellness industry. They’re passionate about educating and empowering consumers to make smarter, healthier choices. For more information, visit expurtise.com, email info@ expurtise.com or call 800.294.1154.

AQUA PURE

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A COMPLETE skincare line for ALL skin types.

Optimizes moisturization for dehydrated skin! Achieve a fresh, radiant complexion, with Aqua Pure.

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The

PERFECT

combination for beautiful skin.

Satin Smooth’s Advanced Series Skin Care® used with HydraSonic® Professional Dermal Cleansing Technology – together are the ideal skin-perfecting pair. Help turn back the effects of time with Axp33 ™, a third-generation hexapeptide that utilizes advanced peptide technology to help fight the effects of aging. Deliver results with the perfect balance of skin-enriching benefits and advanced professional dermal cleansing technology, for visibly smoother and firmer skin. Noticeably IMPROVES skin texture. Visibly REDUCES the appearance of wrinkles. Subtly LIGHTENS skin tone.

HydraSonic® CLEANS 14X better than manual cleansing. IMPROVES topical product absorption 93%. GENTLE enough to use 2x a day. RESTORES skin’s natural balance 72%.

DERMATOLOGIST

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Professional Dermal Cleansing Technology

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PURELY ESSENTIAL

A unique combination of plant-based, skin nurturing ingredients, Zyderma’s Clarifying Cream with MicroSilver BG™ Technology is perfectly suited for acne-prone and problem skin. It offers pure and natural cleansing of skinstraining bacteria and other pathogens to help maintain a healthy skin balance. Free of gluten, parabens, nanoparticles, silicon, PEG, perfumes, dyes and animal-derived ingredients, it even works under makeup!

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TRANSFORM THEIR SKIN OVERNIGHT

An amazing antioxidant emulsion, Dermaswiss’ Derma C has been called the “anti-aging golden serum” for its lavish presence of vitamin C. Derma C restores resilience, radiance and vitality, stimulating the natural production of collagen and elastin. An advanced formulation with a delicate citrus scent, this serum is a rich combination of antioxidant ingredients like vitamin E, green tea and pomegranate.

SUDDENLY SMOOTH

The 30 Second Beauty Rescue “Intensive Flash Peel” from Dahliana Skin Care is a unique all-inone formula designed to help accelerate the results of one’s daily skin care ritual in mere seconds.

This regenerating formula is essential for treating hyperpigmented, sun damaged and mature skin.

800.741.7732 dermaswiss.com

Multi-functioning actives combine to tighten pores, lighten dark spots and exfoliate. Hydrating the skin while increasing collagen levels is the key to complete skin recovery. Aloe vera, coconut oil, shea butter and peppermint are the all natural elements working harmoniously together for a deep and long lasting hydrating effect.

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SUPERIOR SERUM

A powerful anti-aging serum, Sugoi Medi-C Plus from Aesthetics Medical is an advanced vitamin C formulation perfect for all skin types. With an absorption rate 50 times more effective than l-ascorbic acid, this cream is best used in the daytime to protect skin against free-radical damage and even skin tone. Also fantastic for eyes and lips, this serum helps to clarify and brighten skin, increase hydration and elasticity.

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Spa of the Month The Faena Hotel’s Tierra Santa Spa Miami Beach, Florida by Amanda Clinton Winter

magine a luxurious sanctuary inspired by a genuine shaman in one of the most hotly anticipated hotels in Miami Beach. The Faena Hotel, boasting 169 rooms with views of either the bay or the sea, presents the singular 22,000-square-foot Tierra Santa Spa located on the third floor. The combination of contemporary spa science with ancient indigenous healing elements serves to revitalize the spirit and body. Miami’s first South American destination spa is a departure from the Asian-inspired ethos that has dominated the spa industry for the past decade. Translated from Spanish, the spa’s name means sacred earth, and is also the name of hotelier Alan Faena's estate in Punte del Este, Uruguay.

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SPA

SPA OF THE MONTH

Tierra Santaâ&#x20AC;&#x2122;s interior designers are none other than the cinematic duo of Baz and Catherine Luhrman, who created the visual masterpieces of Moulin Rouge and the 2013 update of The Great Gatsby. Patrons experience deep healing but are wowed by a uniquely cinematic experience as well. Residents and guests are welcomed into the urban oasis with a bountiful 700-rose bouquet crowning the reception desk. The focal point, however, is the central chandelier worthy of its own gallery, where a kaleidoscope of colors is cast from exotic fishing lures that dance among the light and shadows.

Guests can select from the Hyper Customized Facial, in which exclusively qualified estheticians allow skinâ&#x20AC;&#x2122;s needs to guide the treatment (50 or 80 minutes). Another option is The Triple Lift Advanced Facial that offers dual exfoliating and reconditioning boosters, combined with a unique machine to rejuvenate facial volumes (110 minutes). Remedies thousands of years old aid in streamlining and restoring skin below the neck. The Soin Lift Corps body treatment offers slimming and hydrating functions perfect for clients who want to indulge their bodies and tone tissues, which may have loosened during weight loss (80 minutes). The Integral Remodeling Body treatment focuses on the bust and arms, the prime locations of the feminine form, with a complete body lift (110 minutes).

Tierra Santa Spa offers an array of ancient beauty catalysts. Guests enter the wet area to be greeted by a sizable block of lavender, chamomile, white fir

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and cardamom-infused soap. Spa-goers are invited to shave a sliver off to do a bit of pre-cleansing before designing a customized beauty ritual. An array of purifying scrubs, comprised of maca and guarana or palo santo and buriti, await selection at the reception area before the choice of healing white, black, or green clays presents itself. Once selfpurified, guests can anoint themselves with nourishing oils harvested from rose or sandalwood, or slather their skin in butter gleaned from murumuru, palm seeds harvested from the Amazonian rainforest, or jasmine. Guests can indulge in the two-story co-ed hammam. To up the comfort level, the retail area sells three lines of bathing suits for those who would prefer more coverage. The enormous steam room, one of largest on the East Coast, features a decadent slab of Amazonite stone, which balances male and female energies by evoking the spirit of courage to create the

unique energy of the healing sanctuary. For a more individual experience, the Hammam Rose Ritual is a unique delight set in a private steam room. A therapist scrubs with purifying guarana and maca. Once cleansed of impurities, Peruvian black mud or Amazonian white clay nourishes the skin as the guest inhales the steam for a few moments before a full-body massage with rose oil commences.

Whether on vacation or just enjoying a personal retreat, guests can benefit from the convenience of preventative options, including the Executive Preventative Medical Program, Wellness Concierge Program, Dr. Enzyme Program, and the Complete Detox. Each level offers access to top wellness specialists and the option to indulge in the massage therapy program to safeguard health.

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Patrons can enroll in the Executive Preventative Medical Program, which involves a series of screenings and testing such as advanced blood work with a follow-up phone consultation. The Wellness Concierge Program provides 24/7 access to a physician, internal medicine and cardiology services. Staff coordinate office visits to top Miami specialists with the option for a doctor visit if requested. The Dr. Enzyme Program focuses upon the delicate digestive system with advanced bloodwork, urinalysis, and consultations for a personalized supplement plan and fitness program. For those seeking a medically supervised cleansing program, the Complete Detox provides a customized detoxing menu and supplement plan. To aid in purifying the system, a gentle movement agenda, lymphatic drainage, and craniosacral therapy are also offered to make toxin removal as

SPA OF THE MONTH

enjoyable an experience as possible for recipients.

The spine is the anchor of the body and is christened “The Tree of Life” by shamans. The Tree of Life Vibrations treatment seeks to restore the body’s frequency, enhanced by a heated sand bed, Brazilian Rose stones on the main spinal tension points, and a warmed singing bowl to retune the body. The lower back is the focus of this unique healing treatment to release tension for the entire body. Deep muscle massage focuses on key zones of tension with the aid of heated poultices and South American healing muds, alongside genuine Chilean lapis lazuli, which is said to enhance intuitive powers. Any residual aches and tensions are vanquished with a rose-infused oceanfront soak. Palo Santo is a sacred South American tree divinely gifted with the ability to banish evil and restore wellbeing with its scent alone. The Palo Santo and Sound Bowls treatment offers a massage featuring body oil derived from the sacred hardwood harmonizing with seven warmed sound bowls to readjust the body’s frequency into one of healing.

The body was born to move and be a temple of strength. A movement area provides personal training to help guests achieve their fitness goals, ranging from weight loss to conditioning. Life coaching and nutrition consultations are provided by an all-star team of expert personal trainers. The sand of Miami Beach or the spa deck can also provide backdrops for guests’ earthly transformation.

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SPA OF THE MONTH

Faena Spa provides a small boutique to enhance the long-term benefits of their beautifying rituals. Lines include Rossano Ferretti and Biologique Recherche. Clients may choose from a selection Of Carlona K., Faena’s eponymous line, and Mixed Chic bathing suit lines to make an entrance into the sea as well as the pool. They can also capture the essence of a journey with jewelry from five designers. The can’t miss delights, however, are the balms, oils and scrubs infused with healing essences from Tierra Santa’s proprietary offerings.

rundown 3201 Collins Avenue, Miami Beach, Fla. (305) 534-8800 Launch: March 2016 Spa and Wellness Director: Vivianne Garcia-Tuñon Staff ratio: 5 estheticians, 20 massage therapists Size: 22,000 square feet Number of treatment rooms: 10 Facility: Miami’s first two-story hammam Adjacent gym 1,000-square-foot movement studio Cold room 7 hot rooms, including a sauna and steam room featuring twinkling lights 100 percent custom made Rossano Ferretti Salon Separate men’s and women’s locker rooms Client composition is an equal balance between hotel guests, locals and residents from the Faena House 

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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The Spa Experience from Clientsâ&#x20AC;&#x2122; Perspective by Christiane Waldron

n our industry, we talk a lot about how to improve the spa experience for clients. How can we help them achieve their beauty goals and ultimately return to the spa on a regular basis? The spa experience is all about the human psyche. There are some actions that technicians and owners can take to help every client be happy with each visit and earn their loyalty, because even the most loyal clients will ultimately go to your competitors if they are not treated well. In an age where finding a new spa is just one Google search away, it is important for estheticians and spa owners to understand what clients consistently love and what turns them off in the ever changing beauty industry.

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TREAT THEM LIKE ROYALTY Remember the saying that the customer is KING. Go the extra mile with every single client. When I walk into my favorite spa, they immediately ask me what I want to drink. They always compliment my hair, my outfit or my nails. After the treatment they always have something cute waiting for me â&#x20AC;&#x201D; a free sample, a card or a small treat, and I always get a good-bye hug on my way out.

bottom line Treat your clients like VIPs and they will love you for it.

sell them add-ons without telling them Back when I was a newbie to the spa experience, I signed up for a $125 treatment and ended up spending closer to $200. Apparently the additional diamond microdermabrasion on the nose, the additional peel and the foot massage were not part of the original cost. The esthetician had suggested them during the treatment but never told me they cost extra money. Not everyone knows or understands the concept of add-ons, and at the time I certainly did not. So, the excitement I felt on my way out of the treatment room about how amazing I looked was quickly deflated when I got to the front desk and was hit with the bill.

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HELLO FROM THE OTHER SIDE

bottom line While it may be important to your business or the client’s treatment to suggest add-ons, you need to be upfront with your client about the fact that they cost extra money; they should never be unpleasantly surprised with the price when they check out.

Tackle Sensitive or Underlying Skin Conditions I ha v e rosac e a , w h i c h i s o f t e n unnoticeable because it is mild and I am able to cover it well. I once had a treatment in which a very strong scrub was used on my face, and rubbed with such force that my skin hurt during and after. Even more unfortunate, the treatment triggered a rosacea flareup. I was upset about this because the esthetician had not bothered to ask me beforehand if I had any skin conditions that she needed to be aware of. Due to this oversight, she lost a client.

bottom line Ask every client if they have underlying skin conditions such as eczema, rosacea or any others that you need to consider for their treatment. Don’t assume they will volunteer the information upfront, it is YOUR responsibility as the professional to inquire.

Enlist the help of a product expert Having someone in the spa that knows the retail products inside and out is key to successful retail sales. Not all skins are created equal, and neither are all products. Educating the entire staff on the product line is important, but having someone really cater to the retail sales is even more essential. Retail sales should be a large part of the spa business. Carrying a strong variety of offerings and knowing how to recommend products is essential to retail success.

Be Too Blunt During a facial treatment, I was feeling completely relaxed and had almost fallen asleep as I laid there getting my arms and shoulders massaged, when the esthetician suddenly said to me: “I am noticing some arm cellulite. It might just be your age, but I wanted to let you know that I have a really great product that can take care of that. You can purchase it at the counter on your 40

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way out.” I never went back to the esthetician in question or even to that particular spa.

bottom line Being too blunt is a big DON’T. While retail is an important component of the bottom line for every spa, selling products the wrong way for any reason is a faux pas.

provide an enchanting atmosphere, but DON’T be noisy I was given a certificate to visit a luxury spa that included four hours of pampering. This beautiful spa had everything you could ask for visually — open space, lots of light… but I could not relax during my 60-minute massage experience because I could hear the very loud music playing in the waiting room.

bottom line Spas are meant to be a haven and oasis from stress. Loud noises of any kind, including loud clients or music, can be quite a turn-off. Even peaceful music should be kept at a low volume to provide a relaxing atmosphere.

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SPA

HELLO FROM THE OTHER SIDE

ask for client reviews

Customized aromatherapy Smells and scents are very personal. While many people love nice smelling products, certain scents can also trigger sensitivities such as asthma and allergic reactions. It is a good idea to offer aromatherapy during treatment, but allow each client to choose the smell they like. An enticing aroma can enhance the treatment experience, and checking with the client also shows you care and goes a long way toward helping them relax.

In the age of information, customer reviews are critical. One spa I frequent requests a treatment review from every customer. At the end of the service, they give clients a coupon for a free add-on if they go online and leave feedback on the spa’s website or Google page.

bottom line

Positive client reviews can make a big difference in a spa’s reputation and ultimately the financial bottom line.

It can be much cheaper to redo a treatment or exchange a product rather than let that client add an angry review online. Consider these examples and other ways you can enhance your clients’ experiences and avoid the mishaps described. Take the approach of earning your clients’ business every day and treat them well, and they’ll be less likely to go to one of your competitors. 

On the flip side, ignoring a client complaint can be disastrous. Addressing their issue demonstrates that you care, which is essential to retaining that client and reducing the likelihood that they’ll spread the word about their bad experience with you.

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Fathi G Fam, MD, MS

the founder and CEO of J e n e t i q a , a p ro f e s s i o n a l luxury skin care company

ignore angry clients

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focused on highly bio-available skin care formulas that combine scientifically proven antioxidants with botanicals and natural products. Waldron believes that early prevention and an excellent daily routine are the secrets to beautiful, healthy skin. Visit jenetiqa.com or contact her at Christiane.waldron@jenetiqa.com.

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

and techniques.

The program teaches Laser science in depth to certify aestheticians and nurses to practice laser skin techniques safely and precisely. Our classes are small to make sure eash student is capturing the knowledge he/she needs to perform laser procedures and allowing them to achieve their goal in their new career. Our program certiﬁes you as LSO as well.

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

Biomani Scientific SkinCare www.biomaniskincare.com Biomani SkinCare products are the vital difference that brings your skin to life. They provide the latest, most therapeutic ingredients skin protection against the effects of time and environment. Biomani advanced bio-formulation smoothes fine lines and rejuvenates with a touch that stays deep in the skin. The results are impressive, younger-looking skin . Try Biomani today and you will receive compliments galore.

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The International Congress of Esthetics and Spa Philadelphia, 2016 46

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he International Congress of Esthetics and Spa made a colorful springtime debut in Philadelphia on April 10-11. Growing forward was the theme of the congress, which resonated throughout the Main Stage, conferences and bustling exhibitor floor. Attendees loved the high-energy of the spring congress and raved about it being exclusively dedicated to the professional skin care and spa industry with two days of innovative education. The congress kicked off each day with an inspiring opening ceremony by host Deanna Beaver, licensed esthetician and registered nurse. Beaver vibrantly presented the daily educational lineup created to further attendees’ growth and give them fresh perspective to breathe new life into their business. Perfectly complementing the unique educational opportunities, attendees and vendors reveled in quality one-on-one time and a feeling of true community. “It was so fabulous to see familiar faces and get to spend time with passionate industry leaders in Philadelphia,” said Melissa Black, owner of Candy Coat Beauty and Bombshell Salons.

“The theme of the show was an inspiration, reminding me why I chose this as my profession. Can’t wait for Philadelphia 2017!” For both spa professionals and vendors, the warm energy inside the convention center made for memorable connections. This was especially true for Victoria Tabak, president of Nature Pure Labs. “The Philadelphia show was filled with truly amazing and positive energy this year,” she shared. “Professionals from all over the East Coast displayed great interest and passion in expanding their knowledge in industry breakthroughs and developments. The excitement generated at the show will absolutely continue to fuel the path for spa owners and professionals alike to grow their businesses to the next level of success.” Hali MacFarlane, marketing manager for Nufree, also emphasized the connection felt with professionals in attendance. “The show was great, we enjoyed speaking to and educating new customers, and of course loved seeing our current customers!” Having developed lasting relationships, she added, “See you all next year!” Attendees eager to further their

growth benefited from receiving education and information directly from product developers and formulators. As Christine Heathman, founder and CEO of GlyMed Plus Skin Care stated, “Professionals who attended this year’s Philadelphia congress got to incorporate priority cutting-edge education presented by the best of the best skin care experts, sharing their successful caveats to boost their treatments and build their practice for both professional and financial success!” Bella Schneider, skin care pioneer and founder of Bella Schneider Beauty, affirmed how much she enjoyed working and mingling with estheticians. “This year’s springtime congress was a true success for me and my team,” she shared. “The beautiful springtime energy was matched by a loyal repeat Philadelphia-based clientele. It was especially nice to work with estheticians who recognized me from my presentation the previous year. The attendants were of high quality and understood great products. We built up our existing following and made new, excited clients as well. I highly look forward to next year’s spring show!” Attendees raved about the unique opportunities to interact with a wide variety of companies and new vendors loved meeting the welcoming Philadelphia professionals. Kristin Sartore, director of sales, marketing and business development for Spa Revolutions, said exhibiting at their first International Congress of Esthetics and Spa was an incredible experience. “Having spent the last few years marketing our self-heating paraffin and massage products on the West Coast, the Philadelphia show provided us a great opportunity to brand ourselves in a new region,” she shared. “We'll be back next year!” Hosted during springtime for the first time, professionals and vendors enjoyed a refreshing change of pace at the Philadelphia congress with great success. LNEonline.com

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“The outcome of the 2016 Philadelphia congress, considering its first year with date changes, was executed professionally,” said Tina Abnoosi, founder and president of TAMA Research. “The attendees were committed to purchase and had a great outlook.” Daniel Schwartz, head of sales support for ProCell Therapies, also shared enthusiasm for the congress’ outcome. “The International Congress of Esthetics and Spa in Philadelphia is one of our favorite shows of the year. The event was well organized, the attendees were well qualified, and the show was a resounding success!”

Showin’ Some Love We strive to make the Philly Congress unforgettable for each and every spa and skin care professional. But don’t take our word for it! Here’s what attendees loved most: “The pleasant atmosphere and friendliness of everyone coupled with a great educational lineup starts your day off perfect.” - Kathleen Carver, owner at Still Point Therapy in Hatboro, Penn.

“The Philly show is so informative year after year! I love gaining a new perspective and learning from such a great variety of vendors and educators. A big plus, everyone is so helpful and friendly!” - Liza Campos, solo esthetician, Washington, D.C.

“This is my second time at the Philly congress and it always offers me a new perspective. For someone who works in the business in Europe, it’s always very refreshing to speak with other managers and communicate with people in the industry.” - Matilda Krasowska, manager at SPA Arłamów, Poland.

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“This show is unique in showcasing new innovations in skin care. It really helps us be more creative in what we offer our clients.” - Srinivas Saranu, co-owner, Anitya Scientific Skin Care, Ashburn, Va.

“I’ve been an esthetician for nine years and I love coming to the show. It’s just amazing! I love that it it’s now in spring for the debut of the spa season in the Northeast.” - Anne Marie Smith, esthetician, Syracuse, N.Y.

“I love to learn about the new technologies and get acquainted with the new procedures. The educational lineup is so informative and I received excellent deals and quality time with the vendors.” - Ana Pesce, owner and practitioner Ana Pesce Skin Care, Philadelphia, Penn.

“I like that there are so many professional products specifically dedicated to spas so I can focus on what I’m really here for. The show is much more community-minded so we can get that great one-on-one time.” - Mary Ellen Reh, solo esthetician, New Jersey.

“It’s my second time at the show and I'm just loving it. I come to find out about the newest products and see the demos to learn how they are used. The opportunity to speak directly to the vendors about their products guarantees the best information you can get.” - Stacey Roh, Philadelphia, Penn.

“I’ve been coming to the show for a long time, it really helps me get more information for my field since I’m specifically trained in oncology esthetics. I love seeing all the pure, organic products that can be used with cancer patients. The Wellness Conference with César Tejedor was excellent and I loved all the Main Stage lectures and demos. I feel renewed and inspired.” - Elizabeth Pirola Delehanty, trained oncology esthetician, Centreville, Va.

“The show is really, really amazing this year. With so many new vendors, you’re getting a fresh taste of all the different lines and all the ways people are creating new avenues for skin care.” - Rachel Saccarelli, owner and practitioner, Nurturing Hands: Body & Skin, West Chester, Penn.

“I love this show, its fantastic. It’s very empowering to see so many different women from our field encouraging and educating one another.” - Nicole Nunns, solo esthetician and educator, New York.

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THE INTERNATIONAL CONGRESS OF ESTHETICS AND SPA

Long Beach, CA SEPTEMBER 11 & 12, 2016 LONG BEACH CONVENTION CENTER

30 Years of Skin Care & Spa Expertise

Your Source to Breath New Life Into Your Business Main Stage Lectures and Demos Mindful Biz Conference

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Med Spa Business Conference Wellness Conference

Product Focused Training Hundreds of Exhibitors

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Call 1.800.471.0229 for your official show program

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BEHIND THE SPA DOOR

Sharing her success secrets Maryann Mousourakis

Owner and Director of O.liv Body Bar, East Nashville, Tenn.

CONCEPT O.liv embraces a ‘journey’ that reminds us of water, earth and air. O.liv’s mission is to provide customized services as well as an environment that nurtures each individual spirit. The O.liv brand customizes each treatment using oils, herbs and nourishing elixirs based on individual needs.

FACILITY AND OFFERINGS Treatment rooms and amenities O.liv consists of five beautiful treatment rooms including a couple’s room and Mud Lounge treatment room. We have two private relaxation areas for lounging alone, with a friend or larger groups such as birthdays, work events or bachelorette parties, which is one of our specialties! Most popular treatments The rock star massage, our d.tox facial, the dirty detox massage, Sweet Southern Comfort Package, hot bod d.tox package and the Mud Lounge, an oasis that continues to be a popular feature for couple’s treatments and provides added value to spa events and parties. It’s fashioned after the Turkish Rasul experience, using organic muds with an artisanal twist. Challenge Space has been an ongoing challenge and I’m always forced to get creative with my space so the business can flourish. I was forced to get creative in designing treatment rooms, and even had to extend our spa outdoors.

LEADERSHIP ROLE Time management Most of my day is about making sure that everything runs smoothly and our clients are happy and comfortable. Aside from 54

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that a large chunk of my day consists of responding to emails, booking services, answering phone calls. Biggest challenge My biggest challenge was finding the balance between being a service provider and an owner. Until this past year I was not only the owner but also a full time massage therapist, and as we grew I found it extremely hard manage both. So I made the decision to stop providing services and focus on managing full time. I had a wonderful group of therapists and the time was right for me to step aside and let them take over!

RETAIL Location and size

the meantime I’m making sure my team receives gifts, products or services at their trainings to keep them motivated.

TEAM BUILDING Employee composition We have 10 employees: three full time massage therapists, three part time massage therapists, one full time esthetician, one part time esthetician and two receptionists. Hiring process entire staff on product knowl- other is a pretty hip magazine Word of mouth works best! edge, protocols, hands on that the locals love. I seek out new employees techniques, client retention, marketing and so many won- EXCEPTIONAL through my therapists. derful things that help them CLIENT CARE be successful. Great place to work

O.liv has also built a reputation to be great spa to work at and Our retail area is right in front therapists seek us out because of the spa next to our Body of our work environment and Bar and is about a quarter of clientele. We draw friendly, the spa’s entire space. I have creative and fun clients. Also, I it up front so my clients won’t book my therapists according be distracted while they are to their abilities and try not relaxing before, after or in be to overbook them. Taking care of my therapists is really tween services. important to me. Biggest challenge Training protocol My main challenge is finding ways to get creative with my I train my therapists on our displays in my space. We are signature massage services so jam packed with retail but if I my techniques and trademark get more creative with my dis- moves carry on throughout plays, I’ll be able to support the entire team, but I don’t expect them to work exactly many more retailers. like me. Each therapist has their own style and I teach Sales incentives them what I think is most imMy team sees the potential portant then allow them to in gaining extra income by add their own flare to the serselling the products. I’ve also vices. Additionally, our venstarted creating an incentive dor’s amazing team visits O.liv program for my staff, and in every few months to train my

MARKETING AND PUBLICITY

We provide great therapists, fun services, and a warm, comfortable and inviting atmosphere. We want each cli-I’ve drawn clientele into the ent’s experience to be memospa with a monthly “Happy rable and make them feel as Hour” event. We offer mini spa if they are in the comfort of services at very moderate pric- their home and want to return or even stay awhile! es, free cocktails and nibbles. -Yelp reviews have been wonderful to us as well as word of mouth.

TIPS FOR SPA LEADERS

-We have a presence on social media to connect with individuals and other businesses.

-Stay flexible, dedicated, willing to explore new venues and stick to your mission. Stay honest with your clientele and -I get involved with local chari- keep integrity in treatments, ties. We are planning to soon so they trust your brand and hold an animal rescue adop- your spa. tion event outside of the spa. -If you are considering manag-I advertise in a couple great ing or owning a spa, listen to local magazines. One ties into your therapists’ needs. Don’t my charity focus, as the own- overbook or overwork them er of the magazine is a huge because it can only backfire animal rescue advocate. The on you. LNEonline.com

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Email Campaigns that get Optimal Results WHEN ANYONE MENTIONS “EMAIL MARKETING” TO ME, the

by Louis Silberman

first thing that comes to my mind is DELETE. I also think SPAM! “Work from home and earn $10,000 a day!”, claim Viagra ads, weight loss gimmicks and debt relief services. Because it’s so easy to do email marketing wrong, many of us have negative connotations about it. However even though social media marketing has grown by leaps and bounds, email marketing remains one of the most effective and least expensive ways to stay in front of the customer. But you have to do it right, implementing effective strategies that encourage clients to open your message and respond to it in a desired way. Let’s look at the Dos and Don’ts of savvy email marketing:

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CATCHY HEADER— The full header contains essential information, including the sender, recipient, date and subject line, the latter being the most important. If your subject line is blasé, such as “Our March Newsletter”, your response rate likely will be, too. Punch up subject lines so that they appeal to clients’ emotions. Instead of “Photofacial on Sale”, try “Make Age Spots Disappear!” or “Watch your Brown Spots Vanish”, etc. Readers also respond well to lists: Consider these examples: “Top 5 Reasons Clients Love Peels”, “10 Reasons Why Botox is Better than a Boyfriend”, etc. Get stuck in a SPAM filter! You’ve worked hard to build your valuable client list, so don’t waste it by sending your emails straight to their junk mail inbox. While subject lines should be engaging, SPAM filters look for things like excessive exclamation points, text in all caps and certain words like “free”, “money”, “act now”, “open immediately”, etc. There are online tools you can utilize that allow you to text your email to see the likelihood that it would get SPAM filtered.

A CATCHY PREHEADER—

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The preheader (which actually comes after the header) is the short summary text that follows the subject line when an email is viewed in the inbox, telling clients what the email contains before they open it. Clients want to know right away whether the email is worth their time, so what you include in your preheader after the subject line is very important.

Choose words that are enticing to your clientele. For example: “New Year/New You! Guess My Age Contest ($1,500 value)!” Neglect to make your preheader mobile friendly. More people now officially use mobile devices than desktop computers, so be sure to test your email to see what it looks like on a much smaller screen. You should be able to read the content easily, without having to zoom in.

A RECOGNIZABLE LOGO— Email marketing is an excellent way to reinforce your brand. Position your company logo at the top of your emails so it’s one of the first things clients see when they click to open it. Tie in the colors of your email heading and paragraph titles with your logo colors — not matchy matchy, per se, but complementary so that everything looks professional and uniform. Consistency is key. Think about your business culture and pick one or two fonts that represent it best (and use those same fonts on your website and business cards); use them throughout your emails. Go crazy with multiple fonts and colors, which can make emails look cluttered.

CONTACT INFORMATION— Readers should be able to quickly and easily contact you without having to search or toggle back and forth between screens, especially since so many people now read emails on mobile devices (and even on watches).

Challenge the Status Quo of Professional Skincare & Dramatically Increase your Retail & Home Care Sales.

VISIT US AT WWW.REJUVASEA.COM | 800.763.0904 CONTACT US TODAY ABOUT OUR 120 DAY FINANCING PROGRAM |

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MICRODERMABRASION THE NEXT GENERATION

CONTINUING THE EVOLUTION OF SKIN RESURFACING, ALTAIR INSTRUMENTS IS PROUD TO INTRODUCE THE NEXT GENERATION IN CRYSTAL FREE MICRODERMABRASION. USING THE HYDROPLUS TECHNIQUE COMBINES DRY EXFOLIATION FOLLOWED BY SERUM INFUSION TO CREATE THE MOST EFFECTIVE SKIN REJUVENATION TREATMENT.

TRUSTED FOR INNOVATION, QUALITY AND DESIGN THE NEW

DELIVERS.

Improve the texture and appearance of your skin with our Vitamin C serum

altairinstruments.com

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Use Click to Call phone numbers on mobile-optimized emails. For desktop emails, link a Call Us button to your Contact Us page and also list your phone number in a visible, consistent spot on each page of anything you send out. Bur y your contac t information in a tiny sub-link at the bottom of their website or emails under the Contact Us link.

CALL TO ACTION— Of course, the ultimate goal of any email you send out is to get the client to take action, whether that’s booking a treatment, buying a product, watching your video or sharing your email with a friend.

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Center your call to action on a PROBLEM: “Did You Pack on the Holidays Pounds?” And include a SOLUTION:

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“Nonsurgical Body Contouring Will Have You Ready for Swimsuit Time!”

shots, and a good balance of images and text.

Assume the client will do what you want without asking them. Have a targeted outcome and be clear on the desired action: “Call Us TODAY and Get $100 Off Your First Body Contouring Treatment.”

Send images without any text, as SPAM filters will typically grab them as junk mail.

MIX THINGS UP— Nobody wants to be “sold” something every time they hear from you. While the majority of your emails will be “sales-ish” (never a hard sell) with a special offer or short article about a new treatment, once a month you should send out a newsletter that sells nothing: it’s purely for entertainment and includes fun facts, employee updates, celebrity gossip, etc. Include attractive images, video testimonials, before and after

MAKE IT PERSONAL— Include your client’s first name in the subject line, and maybe send a birthday email special offer. Sometimes fancy, well-designed emails look great, but people often respond even better when they think it’s a personal email being sent in regular text format. Appeal to clients’ emotions and provide information that shows them how the product/service will directly benefit them. Think about your email message. Are you sending the right message to the right audience? Keep an eye on your email results (clicks and

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opens, more on email tracking below) to better learn about your audience and send them valuable content they want to see. Forget the importance of the WOW offer — that special offer/ product that’s too good to pass up, always keeping in mind your target audience by carefully building your database.

FOLLOW THE RULES—

Send out any emails without double-checking for the Dos and Don’ts. Create a quality control (QC) checklist that someone (other than the email creator) reviews before sending. It only takes a few minutes and can save you hours or even days of wasted effort.

A FEW MORE THINGS… • Find out if your email provider offers free or low-cost email tracking. If not, SideKick by HubSpot offers three levels: free, $10 a month and $50 a month. • Most research suggests the best time to send emails is around lunchtime, Tuesday through Thursday. Check your

send times and days to be sure you’re getting optimal responses. • Add social media links or buttons for clients to follow your brand. • Make a schedule and follow it consistently to stay in front of your database. • Always send yourself a test email first. Confirm that it looks exactly how you want it to and that all information is accurate before pressing send. Remember, this is your company’s image!  Louis Silberman is president and founder of National Laser Institute, and owns medical spas in Scottsdale and Dallas. He’s a motivational speaker and the author of "Make It Happen Online". Silberman was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award 2014. Contact him at louis@ nationallaserinstitute.com.

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In addition to SPAM filters, it is also important to be CAN-SPAM compliant. The CAN-SPAM Act sets guidelines for what you can legally do and not do in email marketing. The Federal Trade Commission (ftc.gov) spells it out quite simply, covering things like providing a physical address at the bottom of your email, including an unsubscribe option, and avoiding false/misleading information.

Include an option for clients to update their subscription settings. They might not want your weekly special offers, but rather than unsubscribe altogether, they can still receive your educational/entertainment information.

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FOREST OF THE FUTURE MILESTONE

Éminence Organic Skin Care reached a milestone of five million trees planted through their Forests for the Future initiative since November 2012! Éminence has partnered with award-winning global tree planting organization Trees for the Future to create their own program — Forests for the Future — in which the brand plants a tree for every retail product sold. Éminence has planted trees in 19 developing countries around the world including Burundi, Uganda, Ghana and Tanzania. The Forests for the Future initiative empowers farmers to restore the land and provide food and a sustainable future for the region’s inhabitants.

888.747.6342 eminenceorganics/us

BEAUTIFUL DAY INDEED

Make My Day Beautiful!® was honored to sponsor The 28th Annual Frank Sinatra Celebrity Invitational — celebrating “100 Years of Sinatra”. Hosted this year by Joe Mantegna, this threeday annual event, held at Fantasy Springs Resort, benefits the Barbara Sinatra Center For Abused Children in Rancho Mirage, Calif.

COMMERCE, TRADE, INDUSTRY AND PEOPLE

A WINNING CONCEPT The pleasure was huge when Sammy Gharieni received one of four Wellness & Spa Innovation Awards 2016 at the Beauty International show on March 6th in Düsseldorf. A unique signature Treatment, Gharieni’s WellMassage4D won in the category Beauty & Body Care Treatments. While clients were used to lying flat on a massage table, the brand new body treatment concept features eight pre-programmed table positions and a specially developed massage technique.

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209.772.3305 makemydaybeautiful.com

WellMassage4D offers a unique body treatment in completely relaxed positions for the client and also provides the therapist with an ideal ergonomic working position.

Int’l# 0049.2841.88300.0 gharieni.com

FIRSTHAND LEARNING What better way to learn about some of the best professional skin care treatments and products in the world than hands-on and directly from the source? Lydia Sarfati, Repêchage CEO and founder will host a three-day Master Class on July 11-13 at The Lydia Sarfati Post-Graduate Skin Care Academy in Secaucus, N.J. Sarfati will present a variety of spa/salon educational courses for 2016 with in-depth looks at today’s hottest topics in skin care. An all new course lineup includes an assortment of one-day, two-day and three-day classes throughout the year on technique, skin care science, business know-how, and Repêchage product knowledge.

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Since 2009 the company has supplied custom, age appropriate, skin care and makeup kits for the Center’s remarkable Girls’ Self-Esteem Program.

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HELLO SUMMER GUIDE

Sizzling Summer Treatments by Caroline Canetti

The arrival of summer means your clients are going to be showing a lot more skin. For all the seasonâ&#x20AC;&#x2122;s pool parties, beach days and skin-baring fashions, itâ&#x20AC;&#x2122;s the perfect opportunity to offer exciting new seasonal treatments to get your clients looking and feeling their best. Here are eight treatments that simply scream SUMMER!

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Kukui Coconut Milk Bath The scent of coconut makes most people think of being on a tropical island, and that’s just what Spa Gregorie’s Kukui Coconut Milk Bath conjures up. It’s a great pre-start to a massage as it’s super-relaxing and naturally exfoliating. “The milk has lactic acids that exfoliate the body and the kukui coconut oil in the bath is a natural humectant,” says spa owner Angela Cortright. “It’s hydrating and leaves the skin dewy and supple. And it smells wonderful too — it’s very tropical and gives you that summer time feel.”

Lemon Lavender Pedicure Summer is hard on the feet, so Remède Spa has created an exfoliating pedicure to help their clients look their best in sandals. And, it’s paired with a glass of the season’s most popular drink — homemade lemonade! The treatment features the powerful natural fruit enzyme from lemons to promote skin cell renewal, homemade lavender milk soak that helps to slough away dead skin cells, and a pedicure and polish. “From the lemons to promote skin renewal to the lavender bath that will smooth and relax the feet, this treatment provides the ultimate summer relaxation,” says spa director Irisha Steele.

Spa Gregorie’s Day Spas & Salons Newport Beach & Rancho Santa Margarita, California 20 minutes, $60

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Remède Spa at the St. Regis Aspen Resort Aspen, Colorado 60 minutes, $130

HELLO SUMMER GUIDE

Eau So Bronzed No one wants to hit the beach pasty white, so the Eau So Bronzed spray tan at the Eau Spa helps clients hit the sand running. The treatment includes a pre-exfoliation service to help prolong the tan. “The exfoliation creates a more even and supple coat,” says spa and leisure director Catherine Warren. “We use a tanning solution that has browner tone, smells terrific, and goes on the skin more evenly. The new mixes seem to have almost eradicated the unpleasant scent of the original spray tans. We can also contour our guests subtly.”

Aloha Paradise For clients who can’t get away to Hawaii this summer, Spa Gregorie’s is bringing Hawaii to them. The Aloha Paradise treatment includes a papaya and pineapple body scrub followed by a warm kukui coconut aromatic oil massage. “The pineapple and papaya enzymes are great for exfoliating, and leaving skin soft and supple for bathing suit weather,” says Cortright. “It’s an invigorating scrub with antioxidants and it increases the circulation as well as sloughing off skin. It is finished with a pineapple papaya body scrub, and the moisturizer has macadamia nut oil, kukui nut oil, and a metabolic enzyme, which is a skin firming lotion.”

Spa Gregorie’s Day Spas & Salons

Eau Spa at Eau Palm Beach Resort & Spa

Newport Beach & Rancho Santa Margarita, California 45 minutes, $185

Manalapan, Florida 60 minutes, $180

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HELLO SUMMER GUIDE

Citrus and Kale Facial Superfoods aren’t just essential for your dinner table — they’re great for healthy skin as well. This ultra-nourishing facial from The Spa at La Costa includes a potent dose of vitamins C and E and delivers a stabilized infusion of antioxidants to the skin for a powerful defense against free radicals. They also help to heal damaged skin and build collagen. “It rescues summer skin because it uses botanical collagen-boosting technology to provide unparalleled healing powers that moisturize and revive the skin,” says spa director Leslie Johnson.

The Spa at La Costa at Omni La Costa Resort & Spa Carlsbad, California 50 minutes, $165

Inch Loss Wrap Who doesn’t want to lose a few inches before stepping into that two-piece? This wrap from Beach Ready Day Spa can help clients lose 4-14 inches, and reduce the appearance of cellulite by detoxifying and flushing the lymphatic system and tissues. “We start with an invigorating enzymatic scrub and then apply the contour cream, which is rich in niacin, cassia, and aloe vera,” says lead esthetician Lindsay Eberhart. “Next, we snugly wrap, contour, and lift the entire body in plastic for an hour. After the processing time, we remove the plastic and massage in any remaining cream before measuring the client again.”

Beach Ready Day Spa Seaside, Florida 110 minutes, $200

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HELLO SUMMER GUIDE

Microcurrent Body Lift

Strawberry Hibiscus Body Buff

For sun-lovers looking to get into better physical shape this season without hitting the gym, the Microcurrent Body Lift lifts, tightens, and tones right on the massage table. “Our clients love this treatment to get a jump start on bikini season. We deliver the microcurrent to the targeted areas,” says owner/CEO Nicole Contos. “This works to stimulate the muscle and tissue, to alleviate the bumps or lumpy appearance of cellulite, to remove toxins and to strengthen muscles. The effect is a slimmer, toned, sculpted and youthful look that’s perfect for the summer.”

This treatment uses powdered strawberries and hibiscus flowers mixed with warm avocado oil for the ultimate summer gommage to polish, tone, and refresh the skin. “It’s a popular summer essential because it cools, cleans, and refreshes during this dry and humid season,” says Johnson. “Strawberries, a bona fide superfood for your skin, impart vitamin C’s antioxidant protection while hibiscus buffing grains and alpha-hydroxy acids exfoliate the skin. The treatment concludes with a deeply hydrating chocolate C20 shea butter crème to richly moisturize parched summer skin.”

The Spa at La Costa at Omni La Costa Resort & Spa Carlsbad, California 50 minutes, $165

Smooth Synergy Cosmedical Spa New York, New York Approx. 30-60 minutes, $180

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treatments to soothe burnt skin by Darci Frankel The short days of winter and the long bitter nights can leave one longing for summer. As thick coats transition to the light sweaters of spring to the dusted off swimwear that signifies the start of summer, even the most ardent sunscreen evangelists may have forgotten the power of the sun in their euphoria. Almost 50 percent of adults have suffered at least one sunburn in their lifetime. The power of the sun and its potential to damage skin without proper protection is a top concern for even the casual sun worshipper. Once the telltale redness and sting of too much sun announces itself, relief becomes a priority. Most treatment menus already include facials that can soothe skin, and adding a specialty facial to your menu specifically for sunburned skin can be a big boost to your summer numbers.

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The power of citrus Studies have shown that remedies containing vitamin C lessen the skin’s reaction to topical burns. The antioxidant plays a role in collagen synthesis and increases the survival rate of damaged cells. Beach Ready Spa in Seaside, Fla., offers a Cooling Shell Facial (50 minutes, $115) for their overexposed clients. “It’s super soothing and calming. We don’t exfoliate or do extractions, because that could irritate the skin more; it’s just about good nutrients like vitamin C. We use tiger clamshells that we fill with a special substance that activates when you stick it in the freezer, so it’s cold. We do the facial massage with the cold shells. It feels amazing, especially on skin that’s had a little too much sun,” says Lindsay Eberhart, lead esthetician at Beach Ready Spa. If a patron comes in with blisters or is sensitive to the slightest touch, it may be best to reschedule their appointment for a day or two later. Soothing treatments at the right time provide relief.

Chill out from fun in the sun The Florida Keys is a welcoming year round destination for its sunny coastal backdrop that can bake travelers alive. Susan Johnson, Spa Director of Cheeca Lodge & Spa in Islamorada, Fla., shares “given the number of hours spent playing in the sunshine either fishing or lounging on the shore, the health and well-being of our guests remains top of mind. We advocate prevention, but all too often the joys of island life distract our guests. We added our Sunburn Rescue to our spa roster to provide some much needed relief to overexposed guests before they journey home.” The Sunburn Rescue (60 minutes, 74

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$145) is a restorative body wrap designed to combat the damaging after effects of the sun to draw out redness and discomfort. Clients can relax as rescue gel is gingerly applied and chilled stones are placed to alleviate discomfort from the deeper muscles. Cheeca Lodge prefers natural and organic tools to combat beauty ills. Stones may be the answer, as they are a wonderful way to warm up in the winter and ease away soreness, and in the summer, cold stones offer welcomed relief from sunburn. Alleviation of discomfort with cold stones comes as a result of vasoconstriction, in which the chilled stones narrow blood vessels when placed on the skin, and fresh blood and oxygen are pumped in through dilated capillaries after removal. While hot stones remain a popular menu item, consider revamping your spa menu to complement the season. Chilled stones are perfect for the summer. The same stones can be used throughout the year with varying temperatures.

Aloha to skin relief Once guests get off the plane in Hawaii they might be in such awe of the majestic scenery that sun protection slips their mind. The Hanalei Day Spa has seen a number of guests arrive, already showing the signs of too much uncovered time outdoors. As a result, owner Darci Frankel has developed a proprietary sunburn relief formula based in Ayurveda and botanicals. The establishment also offers education on how to prevent sun damage in the future and offers an array of protective options in their wellness boutique. Therapists combine the balm, which has garnered quite the word of mouth reputation, with existing treatments to provide much needed relief. Even with the available products and shaded areas, casualties from being in the brightest

HELLO SUMMER GUIDE

star too long are easily incurred and uncomfortable enough that guests may be hesitant to keep their appointments. The balm is an add-on ($10) to massages and other body services, and as Frankel shares, “provides the ability to receive treatments with minimal discomfort for guests who would normally have the impulse to cancel their treatment.” Treatments specifically addressing client pain points, especially during the height of summer, make business sense. Consider how the seasons can impact business and rotate offerings based on this timetable. Always be willing to pivot so clients feel you can meet their needs.

Solving pain points should not involve actual discomfort on the client end. Create a hard limit as to how much recent sun damage your spa is comfortable dealing with and place it on paper or online. Even the most skilled esthetician cannot take the place of a medical doctor should sun poisoning or sunstroke develop as a result of too much time outdoors.

helps reduce signs of aging caused by the sun. The creative process involved with the birth of this treatment, according to Victoria Boscarino, Director of Spa and Wellness, “started when we looked at the need for this type of anti-aging service, and the answer was yes. Secondly, we looked at different products rich in anti-aging components, and efficient in treating specific areas of the body and face. The results are driven by the potency, effectiveness and quality of the products used.” This client based research yields results when paired with the expectation that it leads to tangible developments.

can provide immediate relief and be heated for the winter months. While clients might be hesitant to keep their appointments after incurring sun damage, offering a soothing add-on to their body or face treatments can address their pain points. Allow guests to leave behind the worry of sun damage as they bask in the glow of summer.  Darci Frankel is the owner of the Hanalei Day Spa and the Ayurveda Center of Hawaii. She believes her dharma is to help people be in their bodies, and to live healthy and happier lives. Frankel brings years of Ayurvedic training and yoga experience to her work.

Takeaway As the sun’s rays make their maximum impact on delicate skin this season, guests will be requesting services that concern solar damage, prevention and reversal. Vitamin C acts as chicken soup for the skin, so offer treatments that involve this antioxidant to speed up the healing process. Chilled stones

Consider how the seasons can impact business and rotate offerings based on this timetable.

Turn back the hands of time The hands are more exposed to the elements than any other body part. As a result, sun damage can be visible and the hands may announce one’s age before the face and neck do. The Mayflower Grace, a luxury spa in Washington, Conn., offers treatments that are beneficial and exceptional in the battle against damaging sun exposure. The spa seeks to address delicate skin with innovative measures rather than relying on invasive procedures. The Anti-Aging Hand Treatment (30 minutes, $95) is offered as a short, added service to a number of skin care offerings, and

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HELLO SUMMER GUIDE

Indulge your clients with beach ready feet by Veronique Munro

Spa patrons are eager to put their best feet forward this summer! Sandals are a seasonal staple to show off fresh pedicures, announce the bright hues of the season through pretty polish and wriggle toes in the sand. Now is the time to help your clients deal with calluses and dryness while reviving skin for summer, as well as explore visual enhancements and vibrant colors to highlight newly awakened feet. Help your clients forget about hibernation with inspiration from the following three innovative treatments being offered around the country.

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HELLO SUMMER GUIDE

SPA OF THE ROCKIES SIGNATURE FOOT RITUAL Since Biblical times, foot washing has been a ritual to welcome weary travelers home. The Spa of the Rockies Foot Ritual in Glenwood Hot Springs of Glenwood Springs, Colo., offers an ancient treatment to refresh feet, harvesting mineral-rich waters from an onsite thermal spring. Rough skin is banished with a healing basil and lavender exfoliating treatment, complete with a pinch of Turkish salt and splash of eucalyptus. Water infused with bitter orange, also known as neroli, is misted over the feet to diminish stress. The finishing touch is an antiseptic balm of pine and rosemary to seal in moisture. With the benefit of 60 minerals, feet are purified and relaxed, allowing the whole body to delight in the after effects of restful sleep, increased cir-

culation and alleviation of foot pain. Spa director David Erlich is pleased to present this treatment, as guests appreciate the authenticity the spa brings to the foot ritual experience by using geothermal spring water straight from the source. In fact, he says the treatment “is a magical element of efficacy. The foot ritual, as a prelude to a full range of spa services, helps prepare the body for nurturing and allows clients a 10-minute preparation to relax and sets the tone to begin the healing process.” This complimentary foot ritual is included with all Spa of the Rockies’ Signature Experiences and treatments of 90 minutes or more. Guests can also enjoy it on its own or in addition to other spa treatments for $25.

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Offer a locally inspired foot experience for your clients by researching ancient beauty rites that you can customize using ingredients distinct to your geographic region, such as clay or seasonal fruit indigenous to your area.

Globetrotting Experience

JELLY PEDICURE Luckily for Manhattanites, the city that never sleeps (because everyone is so busy pounding the pavement) has an innovative foot treatment. The Dyanna Spa and Waxing Center in New York City offers a delightful pedicure nicknamed the Jelly Pedi. The gelatinous concept, which originated in Japan, is designed to smooth feet with precallus removal. During the 45-minute indulgence, the patron’s feet are slathered in powdered extracts of aloe vera to moisturize and ginseng to revive. The natural blend produces a jelly-like fluid when

Local influence

mixed with water, which retains its warm temperature four times longer than regular hot water. Dry skin sloughs off as a result, creating a perfect canvas for vibrant nail polish while impurities are absorbed into the jelly to be discarded with the treated water. Soaking the feet in this beauty comfiture prepares heels for a paraffin wax treatment. Spa owner Irina Gordon notes that clients “enjoy the feeling of the jelly soak and how their feet feel afterward.” Circulation improves as the feet are cleansed, nourished and soothed for $35.

Bring your clients your own innovative global treatments by researching popular treatments in spas throughout the world. Invest in ingredients indigenous to your area, and order it in a multitude of forms, whether it’s powdered or liquid. Indulge your clients with new offerings inspired by international offerings to treat old-age maladies such as calluses.

Luxury tattoo jewelry stickers Coachella may have recently passed, but the bohemian vibes of luxury tattoo jewelry sticker brands perfectly complement the rest of the season. Free spirits celebrating the summer can look and feel like bacchanalian royalty at every occasion. To add a flash of style, cut out the design, peel off the protective plastic covering to place on the desired area, and 60 seconds after blotting with a wetted cotton pad — viola! Your clients will be the ones to watch this season. Whether in the mud of Glastonbury or the sands of Burning Man, feet should answer the call of the beach with a divine offering of glamour.

SACRED PAINTINGS AND TEMPORARY ENHANCEMENTS Henna is a beautiful way to enhance feet. Body adornment can symbolize a personal or seasonal transition, and ornamentation on revived feet can bring your summer look to the next level. The Zen Spa and Salon in Stephenville, Texas, offers henna tattoos, a reddish brown temporary design that’s referred to as "mehndi" in India where the tradition began. Small adornments take 5-10 minutes to create, and clients may opt for larger ones as well. The henna paste is pleasantly cool when it’s being applied, and the aromatic blend of temporary pigments conditions the skin. Clients love these pain-free adornments, which last one to two weeks. Spa owner Amber Peterson, who has an art background and loves the Zen elements of the design, says, “henna lasts longer than most pedicures and it works best on a consulted design for the best experience possible.” The ancient enhancement costs between $20 and $30, depending on the size of the design. Take a cue from these innovative services from around the country. Pair ancient beauty rituals with local delights, learn about popular treatments in other countries, add adornment services to your menu and stock up on colorful polishes. Give your clients and their feet even more reasons to delight in the hottest season of the year!

Daring Designs Bolder trends can be achieved with many temporary options through colorful nail designs. Amp up client anticipation for the summer season by offering fun patterns that draw the eye downward. Saturated colors or fresh designs such as watermelon slices or nautical motifs can help usher in the hot season. White is the perfect summer color; it is versatile and clean. Geometric patterns are an excellent way for clients to stand out during the summer months. Be unique and bold with this trend by focusing on crisscrossing patterns. Color inside the line or wherever your clients’ spirit wanders. Consider a white nail with blue tips and a geometric pattern overlay. All these trends can be mixed for a bold statement.

Veronique Munro is the founder and chief executive officer of the revolutionary “Plug & Spray” spray tanning system Infinity Sun. She is considered a pioneer in the sunless tanning industry, as she launched the most technologically advanced airbrush tanning systems, solutions and sunless retail products. She is also known as a “Celebrity Spray Tanner”, as her work has been seen on Hollywood stars such as Jessica Alba, Paula Abdul, Giuliana Rancic and many others. LNEonline.com

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A seasonal event to market your spa by Louisa A. Horvath Keep your spa bustling this summer and boost your revenue while helping your clients beat the heat! Allocate some of your marketing dollars to hosting a spa party or event to promote your seasonal treatments and introduce prospective new clients to your spa. Here are four great examples to get you inspired...

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HELLO SUMMER GUIDE

Spa Under the Stars Joya Spa at Omni Scottsdale Resort & Spa at Montelucia in Scottsdale, Ariz., celebrates summer with a “Spa Under the Stars” party featuring wine and hors d’oeuvres, product samples, mini-services and a trunk show in the boutique. The spa promotes the event through social media and advertising with local venues. “It’s a great way to generate revenue in the summer season,” says Spa Director Carol Ford. “We always get returning guests and members, along with new guests. We charge for tickets up front to the event ($120), which covers the cost of the food and cocktails served that evening as well as the treatment voucher. The mini spa ‘tastings’ are a great way to tease some of our wonderful treatments and encourage additional bookings.” It’s also a great way to increase retail sales. “They enjoy shopping in the spa boutique leisurely between their spa mini services,” adds Ford. “Guests end up trying services they would typically never book, such as a lip print or tarot card reading.” Of course, it’s not a party without a good gift bag. The goodies from this event include a certificate for a 50-minute classic massage or facial, product samples and exclusive offers to the restaurants and retail shops around the resort and spa.

ars” A “Spa Under the St d hors party features wine an sa m pl es , d’o eu vres , prod uc t nk show.. mini-services and a tru

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Happy Hour Friday Dtox Day Spa in Los Feliz, Calif., has become known for their Happy Hour Fridays. They hosted a special 9th Anniversary Happy Hour for the spa last August for 60 guests, which was promoted with in-store signage, an email blast, the spa’s website and social media. For $39, guests enjoyed music by a DJ, wine and appetizers, their choice of a 20-minute Stress Relief Massage or Stress Relief Facial, and could enter a raffle to win a spa package. “Our regular clients love this and it brings in a lot of new clients too,” says Spa Manager Michael Apodaca. “Out of the 60 people we had, about 25 were new guests and many came back to book treatments. It was a lot of fun and successful, and a great way to promote our summer specials.”

Dtox’s summer specials included Citrus Sugar Scrub (20 minutes, $65), Summer Escape Massage with ylangylang and lavender aromatherapy (50 minutes, $99), and the Organic Facial with lavender aromatherapy (50 minutes, $135).

Bountiful Beauty The Wellhouse at Blackberry Farm in Walland, Tenn., has teamed with dietician and fitness specialist, Wendy Bazilian, and Barbara Close of a holistic, plant-based product line for this summer’s “Bountiful Beauty” three-night/ four-day retreat as part of their ongoing “Balanced Life and Body” series. “We do a lot of events and this one focuses on spa, fitness, nutrition and a

HELLO SUMMER GUIDE

holistic approach to life, and celebrates the summer bounty in the garden,” says spa director Amanda Myers. “It’s about what you put on your skin and what you put in your body to get that healthy glow from within.” The retreat includes yoga, hiking, garden walks, summer garden-inspired group meals and a 60-minute seasonal spa treatment of the guest’s choice, such as the Cooling Cucumber Body Wrap. “These events are such an integral part of our brand and our identity, and it creates such a great experience for our guests,” says Myers. “It’s more about who we are than a huge revenue generator, but it does make money.” To spread the word, the spa releases a catalog at the end of the year with a list of the following year’s events to their database, and then promotes the events with e-blasts throughout the year. The retreat costs $750 plus the price of a room, which is available at various price points. Each event typically includes 12-16 guests.

do gifts with purchase and have some of our vendors come in to offering minitreatments in the boutique as well, and it’s a great way to promote our summer specials,” says Donato. Spa Las Palmas’ summer specials include two pedicures: Ice Cream Pedicure for kids, which includes ice cream (40 minutes, $49), and a Melon Mojito Pedicure for adults, including a Melon Mojito cocktail (40 minutes, $49). Also, the following three 50-minute treatments are offered for $99 each: Clementine Massage with clementine massage oil, a Sleek & Slender Body Wrap to get fit for bikini season and a Hydrating Facial.

“These events are such an integral part of our brand and o u r i d e n t i t y, and it creates s u ch a g rea t experience for our guests.”

Spa, Sip & Savor Spa Las Palmas at Omni Rancho Las Palmas Resort & Spa in Rancho Mirage, Calif., hosts a spa night out, “Spa, Sip & Savor,” several times a year. “It’s a way to treat our regulars to a fun night, and invite locals to experience the spa. It’s not just profitable from the sales, but we get a lot of new clients from these events,” says director of spa Monica Donato. The event, which averages between 50 and 100 people, has attracted up to 250 guests, costs $40 per person during the year, $30 during the slower summer months and includes drinks, appetizers and poolside mini spa treatments (chair massages, nail polish changes, mini facials and reflexology). They also team with local partners to provide spray tans and a spiritual reading, and part of the proceeds benefit a local charity. “It’s also a big retail day for us. We

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The Power of Nutritional Counseling by Maureen Castellon The association between the spa and food has not always had the best reputation. Images of sparse lettuce leaves mixed with inedible proteins have skewed the perception of food programs for decades.

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ith a renewed focus on more than just calories in and calories out, the beauty industry has reawakened its interest in healthy food that tastes great. Spas are at the forefront of this dietary revolution. By offering consultations, lectures and hands on demonstrations, the original prescription for good health can be found in whole foods, one bite at a time.

Spa goers are willing to invest in services that will be fruitful in the long-term.

Focus on health Food is the original prescription for good health and glowing skin. Clients may know that greens and salmon are ideal, but they may not understand the science behind how such food choices affect their overall health and beauty. By guiding clients through nutrition programs and/or consultations, you may just establish your spa as a wellness leader! Having a nutritionist on staff can invite trust from your clients and add new dimensions to your menu. Nutritionists can guide your clients with a program designed to prevent dietary boredom, and help guests discover satisfying fare that can be made at home. If adding a nutritionist to your staff is not a viable option, consider instead having sustenance (such as juices) delivered for guests. Nutrition is back to being the focus of health — and clients are ready to learn.

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Hiring a nutritionist Making a nutritionist part of your team is a reflection of the changing staffing needs of the industry. Patrons are more apt to take advice from a nutritionist than any other staff member, no matter how knowledgeable. They want glowing skin and optimized bodies that will last after investing in the beauty treatments. The focus on nutrition at Prism Med Spa in Roslyn, N.Y., is to provide solutions to aging well. Owner Kathy Sempecos believes having an onsite nutritionist and incorporating diet “increases the success rate of anything we do. The skin is the largest organ and reflects what we eat.” Spa goers are willing to invest in services that will be fruitful in the long-term. Nutritionists can make treatments more effective, eliminating the visibility of toxins on the skin and allowing results to last longer.

HELLO SUMMER GUIDE

Cleansing made easy with juicing Cleanses can serve as a catalyst for optimal health. The lymphatic system is designed to cleanse the system, but has been challenged in the modern age by environmental toxins such as air pollution and pesticides. Bodies can become overwhelmed during our natural purification process, resulting in skin issues and weight gain. A detox allows the body to survive on minimal sustenance as it puts that energy it was spending on digestion toward destroying toxins. Healing benefits can include clarity and clearer skin. A multitude of spas have implemented juice cleanses to aid in the detoxing process, as beautiful skin depends on the foods the body is digesting. Teaming up with a juice delivery service or installing a juice bar onsite to serve proprietary blends may be a simple solution. An on-site juice bar is convenient, however it is quite an expense. Permits must be secured as well as designating space for the project. However spas can create proprietary blends consisting of fresh fruits and vegetables. With the world gaining interest in these ancient fasts, companies now offer delivery services for nutritional therapies and restrictions. The Spring Resort and Day Spa in Hot Springs, Calif., has opted to use a juicing company for their detox regimes. General Manager Mike Konrad explains that “the service made financial sense to accommodate guests who want to experiment with detoxing without making a full commitment of the Vita Cleanse with our instructor supervising.” Alongside their geothermal mineral spring water and therapeutic spa options, including colonics, guests can rid their bodies of toxins.

A multitude of spas have implemented juice cleanses to aid in the detoxing process.

Eating right to the core Miraval Spa in the Sonoran Desert of Arizona embodies the spirit of balance and mindfulness. By nourishing the body, overall well-being can be achieved. The concept of nutrition is woven into the fabric of the spa. Laura McIver, Vice President and General Manager of Miraval Spa, explains, “all of our specialists learn from one another incorporating their findings into their particular practice.” Miraval’s lead esthetician Kimberly Kelder leads a lecture titled “Beauty from the Inside Out,” in which she teaches guests lifestyle and nutrition tips to help them maintain a healthy glow at any age. By promoting mindful eating, Miraval nutritionists abstain from fad diets and deprivation. The focus is on local, whole and natural foods that satiate hunger.

Packaging and marketing nutrition services At Red Mountain Resort in Saint George, Utah, the nutritional philosophy is to do away with deprivation and guilt with a mindful eating approach that encourages self-care, movement and joy. Some guests are more open to

nutritional services if they are provided in concert with related services including spa treatments, wellness tests and personal training. As such, wellness providers and estheticians are encouraged to cross-refer. Individualized attention is a key marketing factor, as explained by their spokesperson: “A nutritional consult with Brad Crump, D.C., our Wellness Services Manager, is $125 and is 50 minutes long. Most guests that use this service are on one of our packages, which are quite popular and often sell out. We limit the size of our Weight Loss & Living Well group to six attendees, who stay seven nights, so that we can provide individualized attention.”

The face of nutrition If you cannot employ a nutritionist full time in your spa, consider capitalizing upon the renewed focus of dietary counseling by investigating a possible partnership with an expert. When selecting a licensed nutritionist or a registered dietician for your spa, consider credentials, philosophy and level of client engagement. Professionals should be able to produce verified documentation of their education and at least three references. Ask applicants to discuss

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their food philosophies to verify that they match those of the spa. To gauge the potential success of the pairing, segment your target audience to understand which specialties work best for your spa. Pre-natal or gluten-free nutritional focuses may best serve your clients and could be part of a well-being package that addresses complementary topics. Prenatal nutritional counseling, for example, couples well with pre-natal massage and mommy-to-be facials.

Marketing

Takeaway

The best way to garner interest in your nutritional counseling, besides word of mouth, is social media. In this digital age, nutrition counselors that have a social media following in place can benefit your spa. Visual platforms such as Instagram can provide a great medium. You can post short videos or demonstrate tips, as well as providing quick recipes. The key to marketing, whether on Facebook with clipped lectures or 140-character recipes and tips via Twitter, is to have your nutritionist(s) engage with followers. Clients are more apt to follow advice and make appointments if they feel your expert welcomes their concerns. If you cannot hire a nutritionist full-time, consider opting for part-time hours with the understanding that cross-referring from their practice to yours is essential.

Nutrition has once again come to the forefront of the spa world. Clients now see what they eat as part of their overall health and an investment in their appearance, and understand that their diet appears on their skin and may negate the effects of their treatments. Nutritional offerings empower them to commit to full well-being. Today’s spa goers understand that health and beauty happen one bite at a time. 

Maureen Castellon is the associate editor of Les Nouvelles Esthétiques and Spa and an adjunct writing professor at Miami Dade College. She graduated with honors from the English department at the University of Alabama and currently blogs at sirenpublications.com. When not writing about beauty, Castellon can be found meditating on the beach with her German Shepherd.

All the scoop about men’s skin care needs & wants, popular grooming, special treatments, massage & more

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Great Spa Treatments For a Tip Top Tush by Carrie Ann Buckingham Trends may come and go, but America’s fascination with bodacious booties doesn’t seem to be dying down anytime soon. Treatments for the derrière are growing in demand, especially as clients aim for that flawless backside in time for beach season.

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HELLO SUMMER GUIDE

"The butt has been back for the past several years. I absolutely attribute this to the ‘Kardashian Effect,’” explains Matthew Schulman, M.D. “They’ve put their backsides’ forefront on television and social media. This has raised the awareness of the booty, and now I get over 100 requests per week from women and men who desire to improve the appearance of the buttocks. It’s a very large, and growing, segment of the population spa owners and cosmetic surgeons cannot ignore."

TIP TOP TUSH While plastic surgeon Matthew Schulman, M.D., created the Tip Top Tush, you don’t have to be a board certified plastic surgeon to create your own version of it. It’s actually a unique combination of laser cellulite reduction, IPL skin rejuvenation and chemical peels. “What we did was use the knowledge that we gained from treating the face and translated that to the buttocks,” he says. “All these treatments have strong scientific evidence of efficacy and include treatments such as microdermabrasion, microneedling, chemical peels, energy-based modalities and topical cosmeceuticals.” Each treatment is customized to the client’s specific body type, condition and needs. “Depending on the person’s specific needs, it may include a variety of these procedures, into a single Tip Top Tush treatment,” he explains. “This treatment can successfully smooth the skin of the buttocks, reduce pigmentation problems, eliminate blemishes, tighten the skin, and reduce cellulite and stretch marks.”

Dr. Matthew Schulman Plastic Surgery New York, New York 60 minutes, Approx. $350

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FANNY FACIAL Manhattan’s Smooth Synergy Owner/ CEO Nicole Contos attributes the success of her Fanny Facial in part to Kim Kardashian as well. “In the past two years, with Kim Kardashian promoting her backside in selfies, the Fanny Facial has become a sought after treatment,” she notes, also attributing the constant bookings to major media coverage in everything from "The Howard Stern Show" to "The View". The effects of the Fanny Facial include toning and lifting similar to results seen from a workout, but with the added benefit of not having to hit the gym. There are four steps to the treatment. “The first step is exfoliation to remove dead skin cells with our Smooth Synergy Mint Papaya Polish, our enzyme scrub,” explains Contos. “Then we place microcurrent pads on the glutes to deliver the microcurrent treatment, which helps lift and tone the bum in a sequence of muscle compressions, which feel like a clenching and unclenching of the area. The third step is applying the mud mask to detox and smooth the area.” She continues, “During the fourth and last step of the fanny facial, our esthetician massages an in-house cellulite firming and tightening cream, which helps to work together synergistically with the treatment. The cream contains hyaluronic acid to hold moisture, and caffeine, which causes the blood vessels to dilate, tone and tighten the tissue along with peptides to firm the area.”

Smooth Synergy Cosmedical Spa New York, New York 60 minutes, $130

THE FIRM As Eau Spa’s marketing copy for The Firm states, “Dimples are only cute on your face.” But, the majority of women have dimples, a.k.a. cellulite, on the wrong cheeks. The Firm helps to smooth out those lumps and bumps on the backside with a slimming anti-cellulite treatment that also uses microcurrent technology along with a contouring body wrap and lotion application. “Cellulite is a growing concern for guests of all ages, and they are definitely seeking methods to address the dimpling of their derrière,” says Catherine Warren, spa and leisure director at Eau Spa. “Body bridging and scrubbing the surface of the skin helps blood to reach the adipose tissue and increases the likeliness to break down the toxins stored in fat that cause the orange peel appearance. Lymphatic drainage is critical to treating those."

Eau Spa at Eau Palm Beach Resort & Spa Manalapan, Florida 90 minutes, $235 Series of 6, $1,625

NON-SURGICAL BRAZILIAN BUTT LIFT If your clients don’t want to go under the knife for a butt lift or implants, you can offer them a non-surgical butt lift option similar to the one offered at The Cellulite Clinic in Studio City, Calif., which helps to lift, tighten, tone and provide a modest increase in volume to the derrière. “We start by using a laser lipo machine to the fatty areas of the legs, saddle bags, and/or love handles,” explains owner Dae Flesher. “Next comes an intense deep suction with radiorequency that manipulates the fat and drains it towards the buttocks. Then, we use a machine that has two large suction cups that go on each butt cheek to keep everything in place. While this machine pulsates suction on the buttocks we use a muscle stimulation machine to tighten and tone the surrounding muscles.”

The Cellulite Clinic Studio City, California 75 minutes, series of 9-12/$2,500 - $3,500

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HELLO SUMMER GUIDE

Launching your spaâ&#x20AC;&#x2122;s summer escape by Dori Soukup Summer is a season when many clients relax and stray from their regular routines, making it a perfect time to introduce new options to your spa menu and generate excitement from your clients while you take great care of them.

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reating an innovative summer package program is a great way to entice members of your community to try new spa experiences, and at the same time help you generate revenue and be more profitable.

A SPA SUMMER ESCAPE Create a “summer escape” for your clients via a pass they can purchase allowing them to “travel” to different places, consisting of treatments they can select and enjoy throughout the summer. Set a price for the trip pass, entitling the client to a certain number of treatments to experience for each summer month. Every time the client experiences a treatment, their pass gets stamped. Once they use all the treatments, the pass should have stamps on every treatment of each page of the pass. This trip pass is a fun way to promote and sell many treatments at once and to keep guests coming back throughout the summer months. Ensure success with your summer escape program through the following action plan.

CHOOSE DESTINATIONS The summer escape pass is all about offering a traveling theme. Decide on a place to include in your trip pass for each month. During that month, offer treatments and products from that region in your spa. For example:

June: France

Decorate the spa with a French theme and have your team wear French berets or dress in French colors. Offer treatments, products and refreshments with a French twist.

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July: United States

Choose indigenous ingredients and treatments from the United States. Some possibilities include themes around the American holidays, national parks or California wineries featuring vinotherapy.

August: Fiji islands

Offer exotic tropical treatments based on concepts from Fiji (or any other tropical island). You don’t necessarily even have to reinvent treatments; use places that already have treatments featured by skin care companies — many will be happy to be part of your summer escape program!

This trip pass is a fun way to promote and sell many treatments at once.

HELLO SUMMER GUIDE

PRICE YOUR SUMMER ESCAPE

WORK WITH VENDORS Explain to your vendors what your goals are with the summer escape program so they can help you select the treatments and products that are ideal for your theme. Ask them to provide a cost per treatment estimate to help you price them to profit. Negotiate prices and encourage your vendors to become sponsors for specific months in your summer escape pass. Invite them to provide a “gift with purchase” to help sell your program. This gift could be a travel kit or product that ties in with the summer escape theme. In exchange, you can put their logo on the pass or feature them on your website in your promotions for the program. Also consider bartering with partners to provide things like themed refreshments in exchange for mentioning them on the pass itself. Each month, use a vendor that is appropriate to represent the monthly theme. It is fine to represent a different vendor each month.

The summer escape pass should entitle guests to experience a minimum of four treatments per month. Choose the treatment selections based on your spa’s existing offerings. They could include anything from massages, facials, manicures and pedicures, waxing, tanning or hair design. The appropriate price for the escape package will vary based on the type of treatments included, but it should be at least $600. The rate of the package also depends on your menu’s current pricing. The best way to price your summer passes is to add the product cost, compensation cost, operating expenses and the profit margin you want to gain. For example:

Body Treatment Product and program cost: $15 Compensation cost: $30 Operating expenses: $40 Profit margin: $15 Total Price: $100 Instead of discounting your services for this package, add value to them. Include a gift with purchase, enhancements or loyalty points. You can be creative here by keeping in mind the reasons why clients will be interested in this summer escape package: • Experience new treatments • Have fun • Relax, de-stress and achieve balance • Enjoy great perceived value through additional enhancements and gifts • Enjoy regionally themed refreshments

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CREATE MARKETING MATERIAL Create all of your collateral material, including passes, posters, flyers, postcards, email, Facebook ads, videos, an updated website and buttons. Hold an event in advance to introduce it. Make sure you tell everyone about this exciting seasonal program prior to its launch, with an ideal lead time of two months.

TRAIN YOUR TEAM Reaching sales goals requires a team effort, so it is essential to effectively train your team to sell the summer escape package. Encourage this by setting a sales target for each team member, and giving a bonus to those who reach it. Create scripts on how the reception team and therapists should present the spa summer escape pass. This script should include outlining the benefits, the client’s gain, the added value of the enhancement they receive and the results. Engage in role playing with the team to develop their confidence in delivering the pitch.

Tell everyone about this exciting program prior to its launch.

SELL THE SUMMER ESCAPE How many summer escape passes can you sell? Your goal should be based on the number of treatment rooms you have and what percentage of your summer business should be from the escape passes. Keep in mind the fulfillment process, as you don’t want to oversell the program and be unable to satisfy your buyers.

Do the math Consider this example based on fulfilling 12 treatments per package over the three-month season: $75 per treatment x 4 treatments per month = $300 $300 x 3 months = $900 revenue per pass Total program revenue potential $900 per passport x 30 sales = $27K $900 per passport x 50 sales = $45K $900 per passport x 75 sales = $67.5K $900 per passport x 100 sales = $90K

So what are you waiting for?

Take your clients on an exotic trip around the globe and enjoy a summer bump in your bottom line!  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. Soukup can be reached at info@insparationmanagement.com.

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

LUCRÈCE PHY SICIANS’ AESTHE T I C R E SE A R C H | 80 0.6 26 .75 46 • www.l uc rece.com

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THE INTERNATIONAL CONGRESS OF ESTHETICS AND SPA

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Caress HEALING BEAUTIFYING WITH ALOE VERA

by Victoria Tabak

IN THE ABYSS OF DRY DESERT, where not much plant life can survive, resides an oasis with a thriving succulent cactus, the aloe vera plant. Through extreme hot dry climates, aloe vera perseveres, assimilates to its environment and develops impeccable self-sustaining characteristics. It is one of the most nutrient-rich plants, encompassing more than 200 different phytonutrients including enzymes, minerals, vitamins, amino acids, polysaccharides and glycosides. Aloe vera has such powerful healing and beautifying features that it’s no surprise that the ancient Egyptians regarded it as the “plant of immortality” and the Native Americans as the “wand of heaven.” Aloe vera has been used for centuries for its medicinal qualities. Like any plant that grows in an extreme climate, aloe vera is in a constant state of survival. This forces the plant to develop heightened self-repairing traits and a plethora of immunity boosting bio-actives. For example, if the end of an aloe leaf is cut off, the area seals itself and pulls all of its resources inward so the leaf continues to grow and regenerate from the root. Similarly, aloe vera has remarkable skin benefits when

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O&W

NATURE’S CARESS

applied topically, and has wellness promoting value when taken internally. It has become relatively common to consume aloe vera gel in beverage form as part of a regular daily diet. Studies have shown aloe vera to have a positive impact in improving many health issues, including cancer, digestive disorders like irritable bowel syndrome (IBS), ulcers, cardiovascular disease, arthritis and high cholesterol. Correspondingly, aloe vera as an ingredient in skin care products improves wellness from the outside-in. The plant’s rich composition of phytonutrients allows aloe to play many skin restoring roles.

Soothes Sunburn Aloe vera gel is available in every summer vacation destination where sunburns are common. The cooling sensation of the aloe gel is comforting for the throbbing, sensitive areas overly exposed to ultraviolet radiation. A sunburn is ultimately just inflamed skin, which in most extreme cases can be considered a wound. The high antioxidant concentration in aloe vera scavenges environmentally caused free radicals, which blocks further damage and encourages tissue repair.

Reduces Skin Inflammations The aloe vera plant contains magnesium and salicylic acid, the synergy of which creates analgesic and anti-inflammatory properties. Aloe contains eight types of enzymes including bradykinase, an enzyme that initiates blood vessel dilation. This process lessens any skin or tissue inflammation.

Heals Wounds & Burns Aloe vera is famous for its healing capabilities. It is rich in glucomannan, which promotes cell regeneration and collagen production. When aloe vera gel is applied topically, it dries on the skin, which has a sealing effect. Under the insulated cover aloe contracts, along with the surrounding area. The wound is then protected from outside bacteria and can decrease in size. It can then stimulate blood flow and accelerate healing. This allows the cells to continue to proliferate, and ultimately cure the wound.

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Lessens Stretch Marks In addition to boosting collagen production, aloe also alters the existent collagen fiber configuration. It improves the cellular matrix, aiding in stronger collagen fiber interlinking. The stronger collagen bonds assist in breaking hold of cells surrounding stretch marks, which is a type of scar tissue. The area is then advanced into a state of repair, allowing for the tissue to lessen and heal.

Moisturizes The inner leaf of aloe vera is made up of 99 percent water, which is an immense amount of topical hydration if applying the raw inner gel directly to the skin. However, it is not critical to have the raw gel; a well-formulated skin care product with aloe vera has the same effect. The action of amino acids allows aloe to effectively soften hardened cells. It is rich with mucopolysaccharides as well, also known as glycosaminoglycans. This is a naturally occurring substance located in the periphery of the skin, but its production decreases with age. Mucopolysaccharides function as a humectant working to attract and bind moisture into the skin.

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Anti-Ager Aloe’s high content of antioxidants including vitamins A, C and E help smooth the appearance of fine lines and wrinkles. The mucopolysaccharides in aloe also promote skin elasticity and firmness. The collagen repairing action and tissue healing abilities of aloe make it an appropriate ingredient in any age resisting skin care product.

Acne There are different grades and causes of acne, but the common culprit among all of them is bacteria. Aloe vera contains several phenols. Bacteria, when close to a phenol compound, lose their mobility. Without movement, bacteria become inactive and can no longer spread or provoke inflammation. The powerful bacteria, fungus and virus inhibiting abilities are attributed to the following antiseptic agents present in aloe vera: phenols, salicylic acid, lupeol, cinnamic acid, urea nitrogen and sulfur.

Scalp Soother

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Aloe vera is packed with vitamins and nutrients that are calming, soothing and moisturizing to the scalp, and many hair products now incorporate aloe vera into their formulations. Aloe works as a scalp anti-irritant and conditioner, especially for itchy scalp associated with eczema and psoriasis. The lignins in the plant facilitate deep penetration even through the thickest areas. This enhances the efficacy of the enzymes, allowing them to break down any hardened keratin and further relieve scalp discomfort. For centuries, aloe vera has improved the well-being of populations across the map. There are virtually no contraindications, with the exception of an aloe allergy. Whether it’s a sunburn, wound or any skin sensitivity, aloe is a fast and effective topical remedy. Consider this plant your spa’s natural first-aid kit! 

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Victoria Tabak, MBA, is a licensed esthetician in two states and president of Nature Pure Labs. She began her involvement in the beauty industry early in life and now has more than 18 years of experience along with a master’s degree in business, minoring in chemistry. For more than a decade, Tabak has taught classes on emerging breakthroughs in the anti-aging skin care industry. |

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by Luz Pellegrino

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ithin the Ayur vedic treatment modalities, Shirodhara is one of the most useful therapies for balancing mind and body. The Sanskrit word “shiro” means head and “dhara” means flow. This unique treatment, in which warm oil is poured onto the forehead, is profoundly relaxing.

All-Encompassing Benefits Shirodhara is a curative and rejuvenating process that helps to eliminate diseases, improve vitality, promote mental relaxation and strengthen sensory organs. It helps balance diseases of the head, neck, eyes, ears and nose, as well as the nervous and endocrine systems. Therefore, it is very helpful at relieving insomnia, cholesterol, enlarged prostate, ulcers, stress, tension, anxiety, anger, chronic headaches, rheumatism, hypertension and asthma, as well as hair thinning, loss and premature graying. A series of Shirodhara sessions can be beneficial for those afflicted with depression, diabetes, epilepsy, paralysis and Parkinson's disease.

Brain Connection The brain is the body’s biggest pharmaceutical factory. Shirodhara is so powerful because it directly stimulates the pineal gland, located in the center of the brain. The pineal gland produces melatonin, a powerful antioxidant that delays the aging process, and also produces happiness hormones serotonin and dopamine. This is relevant to the benefits of Shirodhara because several important diseases of the nervous system are associated with dopamine deficiency.

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Parkinson's disease, an age-related degenerative condition causing tremor and motor impairment, is caused by loss of dopamine. Schizophrenia has also been shown to involve decreased levels of dopamine in the prefrontal cortex, and even attention deficit hyperactivity disorder (ADHD) is believed to be associated with decreased dopamine activity.

Mental Clarity Beyond the physical and emotional impacts, Shirodhara directly stimulates the 6th chakra — the “third eye” — located in the center of the forehead, promoting clarity of thought, foresight, intuition, creativity and consciousness expansion. Shirodhara is beneficial to every mind-body constitution (known as “dosha” in Ayurveda), and can be experienced as a standalone treatment, as a complement to a full body massage or in a series to maximize its healing benefits.

STEP BY STEP

protocol

• 2 hand towels • Washcloth, cotton pads and rose water • Copper pitcher with warm oil, heater, Shirodhara stand and a copper bowl with a hole in its base. *The type of oil used is determined by the needs of the individual receiving the treatment, the most common being pure sesame or coconut oil. However, for clients undergoing specific Ayurvedic protocols, the oil is medicated by being blended with particular herbal decoctions • Apron and cleaning towel (for therapist) • Turban to wrap client's head after the treatment 118

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Prepare the room and set up equipment 30 minutes in advance of the session. The room should be clean, with a dimmed light and a pleasant scent. Using the heater, warm the oil to a temperature between 102 and 108 degrees. Make sure the stand is at the right height above the massage table — the copper bowl should be hanging about 12 to 15 inches above the table, leaving enough space for the client’s head.

1 2

Welcome your client and make sure they are comfortable. Instruct them to lie down in a supine position. Place a bolster under their knees and put the towel roll under their neck. Spray cotton pads with rose water to cover the eyes, along with a washcloth to make sure they remain comfortably covered.

Encourage your client to focus on their breathing. You may slightly touch your client on the shoulders and chant “Om” three times to begin this healing ritual.

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3 4 5 6

CONTRAINDICATIONS Position the copper bowl over the center of the client’s forehead near the hairline and let the oil run onto the forehead. Take the oil very slowly along the hairline in order to coat the entire scalp and bring the oil back over the third eye.

Perform Shirodhara in profound silence, to allow the client to fall into a deep meditative state. The session can last anywhere from 30 minutes to an hour. Be alert of any movement on your client’s part that could accidentally cause the oil to spill, so you can correct it immediately.

Stop the oil stream and allow your client to rest for several minutes.

Uncover your client’s eyes when they awake and gently squeeze the excess oil from the hair. Wrap their head with the turban, and assist them in putting on a robe. Come around the table to help them stand up, as they may feel somewhat disoriented right after the treatment.

Although Shirodhara is generally a safe treatment, there are i n s t a n c e s w h e re i t i s n ot beneficial because it causes the energy in the body to move in an upward direction. Therefore, it is important not to perform Shirodhara when energy in the body needs to be directed in a downward flow. These cases include: -Third trimester of pregnancy -Menstruation -Lactation -Drug or alcohol use -Brain tumors -Low blood pressure -Severe debility

SHIRODHARA PRE-TREATMENT

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o Practice yoga or meditation to get centered o Have a massage or reiki session to increase the healing experience o Get comfortable and relaxed o Focus on one’s breathing or heartbeat o Consciously let go of any tension in the body

SHIRODHARA POST-TREATMENT o Avoid going out or engaging in social activity o Leave the oil on the head for at least two hours o Rest while listening to mantra chanting or soft music o Avoid the use of electronic devices o Go to bed early o Honor the body’s needs

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This Shirodhara protocol is incorporated as part of the daily routine applied during Panchakarma, a cleansing and rejuvenating Ayurvedic therapy that permanently eliminates toxins from the body to allow healing and restoration of the tissues. Panchakarma lasts a minimum of seven days and involves daily yoga, meditation, a special diet, juicing, colon cleansing, steam therapy, massage and herbal support. A Panchakarma program is designed by an Ayurvedic practitioner, based on an individual’s needs and health conditions. It is important to note that the complete Ayurvedic experience integrates a full body Abhyanga massage followed by Shirodhara. The Abhyanga massage stimulates organ function and balances the body’s systems through the application of acupressure over the marma points in the body. These points are directly related to the meridians in Chinese medicine, which are stimulated by needles. The benefits of the massage are maximized by the profound and calming effect of Shirodhara. Luz Pellegrino is an Ayurvedic

While a single Shirodhara session immediately brings relaxation and a profound

instructor

sense of calm and awareness, ideally clients should commit to a series of seven,

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Thinking of adding makeup to your spa?

How they did it

This month: Katie Delgado Spa Director of Spa Atlantis, New Orleans, La.

Services and Retail What kind of makeup treatments do you offer on the menu? We offer a variety of treatments to those that want a full service as well as those that want a simple pick me up. We offer full-face makeup applications, “just the eyes” applications as well as a few upgrades such as airbrush foundation and strip or individual lashes. How did you choose your makeup line? Our makeup artists choose which products they find to be best. We 124

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carry many different makeup lines because we feel like being stifled is a hazard in our industry. Everyone may prefer a foundation line but work better with different eyeliners so we carry a bit of everyone’s favorites. When did you decide to implement makeup into your spa? We decided to implement makeup into our business at the very beginning. Although we have two locations, our French Quarter location boasts both a full service salon and spa and we think providing the one stop shop to our clients is very important.

What makeup services have the most success? Our industry goes through ebbs and flows but natural makeup applications have always been a service that has stayed constant at Spa Atlantis. We think staying up on different trends is important but mastering the classics is a requirement. How profitable are makeup services? We like to keep our costs affordable to our clients and brides. One of the biggest complaints we hear when scheduling brides is that when they are calling around they feel

the “prices are always hiked up” because a wedding is involved. Although makeup is not the most profitable service in our spa we still find it important to keep this service attainable for all of our clients.

Makeup area Describe your makeup area Our station has a professional makeup chair, lighting and different mirrors that create a professional yet interesting setting. What is the surface area of the makeup area compared to the rest of the spa? Our salon and spa is a two story, large loft size area in the French Quarter of New Orleans. Our makeup area can accommodate two clients at a time alongside two makeup artists. What prompted you to choose that size? We wanted to keep our makeup area somewhat intimate so our artists could spend more one on one time with each client. We think it is important to have both an open space so friends can still talk with one another but at the same time be somewhat secluded so our staff can focus.

Team members How do you select makeup artists? Most of our makeup artists are also either stylists or estheticians. This allows them to see the whole realm of someone’s wishes because they are trained in both the importance of skin care as well as the overall look from head to toe. Another important aspect is continued education, which all of our employees are required to take part in at Spa Atlantis.

Are estheticians trained to promote makeup services after each treatment? Our estheticians are trained to find out what the goal of each client is. If they have an event or are even simply going to dinner they are trained to cross promote. Again our goal is for our clients to be educated on what we can offer as well as offer them an exceptional experience.

Marketing How do you promote your makeup services?

We promote on our social media pages such as Facebook, Instagram, Twitter as well as our website. We have a selfie station (in makeup area) in which we invite all of our clients to hashtag their before and

Final Tips Think of makeup applications as a complete experience Offered rather than an addon service. It can be a huge revenue builder if done well.

The positioning of your makeup counter is huge You do not want it to look like an afterthought so position it somewhere that creates visual stimulation attracts your customers.

after pictures to our different social media outlets. We are excited to be launching a new website which will show our artist’s work. We also promote to our locals by offering different packages for them to enjoy. We have been rated the number one day spa in New Orleans since 2010 so we truly believe word of mouth is our

Having a strong staff is imperative. Providing exceptional customer service, staying on top of education and referrals, prebooking clients and overall having a strong front desk to seal the deal in getting clients to return is the goal.

best advertisement. Do you have special promotions for makeup?

We offer different packages to our clients but one of our most booked is our Ladies Night Out, which includes a facial or massage followed by a wash/style and full-face application for only $175.50. We typically plan an event around special services every three months and offer fun drinks and different gifts with purchases. We think it is important to educate our clients but in a way that’s fun such as seasonal makeup trends paired with seasonal cocktails. LNEonline.com

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Glamour Keeping a fresh face in hot weather by Shawn Towne

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inter really wore out its welcome this year. With cold, gloomy weather lingering well into late March, commiserating and pleading for sun and warmth became the national pastime on social media. But not to worry—scorching summer days are here! And with them comes the age-old dilemma of keeping a fresh face in the heat. The battle to maintain beauty in torridity was originally fought by Cleopatra. The indisputable fact is that makeup in any form, no matter how primitive or modern, has always been subject to compromise when exposed to high temperatures. Therefore, it is not surprising that the powder compact has become one of the most identifiable icons of makeup in the world. For as long as cosmetics have existed, some form of powder has been commonly used to control shine and maintain the appearance of one’s complexion. From the tropics to the desert to the movie sets of Hollywood, the ritual of touching a powder puff to the face has become an elegant symbol of beauty maintenance. The exciting news is that our mother’s old talc based powder is no longer the only option. In fact, a whole new world of technology has come into play just within the last few years. With the addition of ingredients like Acrylates Crosspolymer and hydrated silica, the term “fresh summer face” is no longer an oxymoron. Spas, salons and upscale apothecaries across the country are all offering their own customized versions of the melt-resistant face. Here are a few that hold matte in the heat of our beauty spotlight. Down in steamy Florida, the muggy months of summer can melt one’s face in minutes. At Spa Hollywood in Sarasota, estheticians finish every facial, hairstyle and manicure with a dusting of mineral foundation. They select a long-lasting, water-resistant

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IMAGE

GREENHOUSE GLAMOUR

mineral formula with broad-spectrum SPF 20 protection. “We allow three minutes at the end of every service for a quick mineral powder application,” explains owner Tess Evanoff. “This has proven to be both effective and profitable, as many of these guests return to purchase more retail from the spa for their daily regimen.” During the sweltering summer months in San Antonio, Texas, temperatures can reach well above 100 degrees. Petra’s Salon and Boutique offers great solutions to both calm and preserve the face. Clients receive a cool, refreshing start to their makeup applications with refrigerated moisturizers, primers and hydration sprays. “This helps to close pores and minimize oil and sweat production,” says esthetician Angela Otey. She recommends advising your clients to refrain from reapplying makeup during the day, and only use matte translucent powder or blotting papers. She also suggests putting some matte powder under the lash line to prevent mascara

from running. One last piece of advice Otey suggests for your clients: “Don’t skimp on moisturizer during hot months. Just switch to a lighter formula to help balance oil production.” In the dry Sonoran Desert of Scottsdale, Ariz., the Citrine Natural Beauty Bar has a dedicated clientele that stops in for face freshening services daily. Take it from Melissa Lenberg, owner of Citrine. “My absolute number one rule in any harsh environment is to prep and prime,” she says. “Prepare before you apply foundation,” Lenberg says. “A good primer is perfect for locking that foundation onto the skin. For those prone to getting sweaty or oily, switch to a matte pressed mineral powder or layer it on top of the current foundation. Minerals perform beautifully in a Enter the sticky/sweaty environment—it’s even hot yoga approved—and it will not seep into pores.” Lenberg also says that your clients should carry their compact with them throughout the day to touch up if they feel their makeup is fading away. “Another must have this summer are hydrosol sprays, we Visit LNEONLINE.com have one for any and all skin types,” Lenberg continues. She for an exclusive look into a step-by-step says to advise your clients to keep these sprays in a refrigeratreatment and a chance to win tor and use for a refreshing mist throughout the day. One last This month: piece of advice Lenberg offers is to “cool it on the black.” BIOLAB: Perfect Waxing, This is particularly true in the daytime, when your clients will Made for Aestheticians be doing activities outside where the sun is beating down on them. In intense heat, a black smoky eye will experience the $130.00 in BIOLAB waxing supplies beginning stages of a raccoon transformation. Take this dose of warm weather wisdom to help your clients stay picture perfect during these sweaty summer months. 

Step-by-Step Drawing!

Shawn Towne, the global educator of jane iredale—THE SKIN CARE MAKEUP®, has worked as a makeup artist for more than 20 years. His talent has been featured in fashion magazines, runway shows, television commercials and feature films. Towne has worked with celebrities such as Mariel Hemingway, Eartha Kitt and Luke Wilson. He worked with the jane iredale team on the 2008 Fashion Week runway shows, and most recently taught classes in the Far East. 128

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ADVERTISER INDEX Reader Service No.

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Articles appearing in this journal may not previously have been published elsewhere either inside or outside the United States of America. Exceptions to this rule will be made only by agreement in writing between the author and the editors. The editors reserve the right to edit letters and other submitted materials or omit letters that are considered outside the laws of libel, slander and good taste. Claims and other statements by written and/or advertisement do not necessarily reflect the opinions of the Publisher/Editor of Les Nouvelles Esthétiques & Spa. Les Nouvelles Esthétiques & Spa’s Publisher/Editor assume no responsibility for any and all claims. Publisher is not responsible for any mailing delays beyond our control. *Direct all advertising rate inquiries to: Les Nouvelles Esthétiques & Spa/American Edition, Advertising Department, 3929 Ponce De Leon Blvd., Coral Gables, Florida 33134.

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