LNE & Spa—the magazine for skin care and spa professionals December 2024
Superfood Enzymes
DISCOVER THE SCIENCE OF FOR radiant SKIN
The NEW Superfood Enzyme Collection features five formulas to give clients their ultimate glow — including three exclusive, pro-only products.
CLEANSE
Soften skin with a 2-in-1 exfoliating cleanser, made with actinidin and papain enzymes.
REFRESH
Brighten up with vibrant mango and resurfacing papain, actinidin and bromelain enzymes.
Transforms from a fine powder to a creamy foam!
Ready to partner with Éminence Organics? Apply here.
*In vivo study results measured one hour after first use.
With three exclusive in-spa treatments
100 % of users showed reduction in sebum.*
91% of users noted that skin felt instantly hydrated.*
80 % of users showed improvement in visible fine lines and wrinkles.*
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
Managing Editor Samantha Garcia samantha@lneonline.com
Advertising Danni Boucher danni@lneonline.com
Lead Graphic Designer Stephanie Stockler stephanie@lneonline.com
As we enter the final month of 2024, December offers a meaningful opportunity to reflect on the year’s successes, challenges, and growth, while looking ahead to the exciting possibilities that 2025 holds. This season encourages us to pause, regroup, and plan for the future with clear intentions.
In this issue, we’re focusing on key strategies to set the stage for a prosperous year. Discover insightful articles like Unlocking Profit Potential: How to Create Multiple Income Streams in Your Spa for 2025 and Master Marketing: Essential Strategies for Estheticians to Build Their Brand in 2025, which are designed to inspire fresh ideas and practical steps for your business growth. We also explore the power of mentorship in our industry, especially for first-year estheticians, reminding us that as we grow, we have the opportunity—and responsibility—to lift others along the way.
Personally, this year was especially meaningful as I joined the industry as a newly Licensed Esthetician, gaining firsthand experience as a student eager to learn, grow, and be my best in this ever-evolving field.
As you wrap up 2024 and look toward the opportunities of the new year, take this time to reset, refocus, and dream big. Together, we can make 2025 a year of growth, connection, and continued success in the esthetics world.
Wishing you all a wonderful close to the year and a bright, prosperous start to 2025!
Warmly,
Contributors:
• Samantha Garcia
• Maha Chalawi
• Erin MacNeil
SAMANTHA GARCIA Managing Editor, LNE & Spa Magazine
Amrit Ocean Resort & Spa
by Samantha Garcia
At Amrit Ocean Resort, the wellness experience transcends the ordinary, offering guests an immersive journey that combines cutting-edge technology with holistic practices grounded in ancient traditions. “Our spa is designed to be immersive, innovative, and dynamic,” says Akram Alkawasmeh, Executive Director of Wellness & Spa at Amrit Ocean Resort. This ethos is exemplified in every treatment and detail, with each space and service thoughtfully curated to promote relaxation, rejuvenation, and self-discovery.
ZEN ZONE
Photography by Ken Hayden Photography
Marketing for Client Loyalty
Amrit’s commitment to guest satisfaction extends beyond individual treatments; it’s woven into the fabric of their marketing strategy. The resort harnesses the power of social media, local advertising, and partnerships with platforms like Travelzoo and ResortPass to reach new clients. According to Alkawasmeh, the emphasis is on creating a welcoming environment that fosters client loyalty. “We focus on delivering outstanding service from the moment the client arrives. Our personalized treatments, attentive staff, and a warm atmosphere leave a lasting impression, encouraging guests to return.”
The
The crown jewel of Amrit’s extensive spa menu is the MediSpa Facial. Exclusively available at Amrit in Palm Beach County, this 80-minute facial (priced at $470) employs advanced technologies to deliver a multi-faceted skincare experience. Alkawasmeh explains, “The MediSpa Facial is truly transformative. Each session begins with a skin evaluation, followed by customized treatments such as radio frequency, microcurrent skin tightening, and oxygen infusion.” The treatment sequence is designed to purify, hydrate, and invigorate the skin, leaving clients with a radiant, youthful glow. “Guests emerge feeling refreshed, rejuvenated, and confident in their skin’s appearance,” he adds.
MediSpa Facial: Amrit’s Crown Jewel
Photography by Ken Hayden Photography
Photography by Ken Hayden Photography
Dedicated Staff Training and Motivation
Maintaining such high standards involves an equally dedicated approach to staff training. Daily 15- to 30-minute meetings ensure alignment on daily objectives, while weekly lead meetings address ongoing projects and training updates. Monthly all-staff meetings promote team unity, set goals, and offer incentives, helping the team stay motivated and engaged. “We want our staff to feel recognized and invested in,” Alkawasmeh notes. “Career advancement opportunities and regular performance reviews are part of our commitment to fostering a supportive work environment.”
Year-Round Wellness Events
Amrit Ocean Resort’s innovative offerings don’t stop at treatments; they’re embedded into the resort’s yearround wellness calendar, which includes Harmony Hour, a daily lobby gathering that blends healthy refreshments with an opportunity for guests to engage with wellness experts. “Our monthly wellness events align with our core pillars—Mindfulness, Nutrition, Fitness, Relaxation, and Sleep,” explains Alkawasmeh. “Harmony Hour is a refreshing take on the traditional happy hour, where guests can learn more about our services or book treatments directly with our team.”
Integrative Health Partnerships
With partnerships like those with Dr. Alan J. Bauman for hair health assessments and Dr. Ara Suppiah for infusion therapy, Amrit provides a level of integrative health care rarely seen in resort spas. “These partnerships allow us to offer guests an unmatched depth of wellness services,” Alkawasmeh says, highlighting the spa’s focus on holistic health. Guests can also benefit from a range of health assessments, including Ayurvedic evaluations, nutritional guidance, and personal wellness coaching, thanks to the spa’s proprietary Personal Wellness Support System (PWSS).
Sustainable Retail Choices
In selecting retail products, Amrit prioritizes quality and sustainability, offering lines that align with the resort’s values. The products undergo extensive testing and are chosen based on guest and staff feedback. “We want our guests to have the tools they need to continue their wellness journey at home,” Alkawasmeh explains. By offering personalized recommendations and exclusive discounts, Amrit encourages guests to invest in products that support their individual goals.
Photography by Ken Hayden Photography
A Spa Like No Other
The spa’s sprawling 103,000-square-foot facility includes 25 treatment rooms, gender-specific locker rooms with luxurious amenities, and Florida’s only hydrothermal water therapy circuit—Aayush. “The Aayush Hydrothermal Experience is unlike anything else in the state. It’s a guided circuit designed to relax, energize, and detoxify, engaging the body’s natural healing processes,” shares Alkawasmeh. This indoor-outdoor sanctuary is complemented by Amrit’s 1,200-square-foot hammam, which melds Moroccan traditions with modern therapies, offering guests a unique experience grounded in cultural heritage.
As Alkawasmeh reflects on his career journey, he shares his lifelong passion for wellness, rooted in his studies in Exercise Physiology. “After realizing the demand for recovery and relaxation services, I transitioned into the spa industry. Amrit was the perfect place to combine my fitness expertise with holistic wellness,” he says. Today, his vision for Amrit is clear: a sanctuary where guests achieve inner peace and outward vitality, supported by a compassionate and skilled team.
Akram Alkawasmeh, the Executive Director of Wellness & Spa at Amrit Ocean Resort, brings nearly 25 years of global wellness leadership to his role. Previously at Four Seasons Hotel Westlake Village, he launched wellness retreats, redefined medical services, and introduced innovative wellness initiatives across multiple properties. At Amrit, Alkawasmeh oversaw the launch of the resort’s 103,000-square-foot wellness facilities and the Personal Wellness Support System, a proprietary technology enhancing guests' personalized wellness experiences. Born in Jordan, he holds degrees in physical education and marketing from the University of Jordan.
Amrit Ocean Resort & Wellness
3100 N Ocean Dr Singer Island, Riviera Beach, FL 33404 (561) 448-6442 amritoceanresort.com
Spa Director Spotlight
Photography by Ken Hayden Photography
A Vision of Holistic Wellness
Spa Rundown
THE POWER of Mentorship
How to Find & Leverage a Mentor as a Solo Esthetician
by Maha Chalawi
Running a solo business is rewarding and challenging at the same time. It requires more than what is taught in esthetic schools. That's where the power of mentorship comes in. With the right mentor, you can transform your career and your life. The right mentor will offer personalized guidance, industry insight, and one-on-one support that can take your career to a whole new level. Here is what a mentor can do for you, what makes a great mentor, and how to leverage a mentor as a solo esthetician.
ized guidance and insight that’s hard to find in schools or through personal trial and error. Here are some key benefitstakes and learned many valuable lessons along the way. You get to learn from their errors and avoid common pitfalls,
The Power of Mentorship
What Can a Mentor Do For You
The right mentor can provide another level of personalized guidance and insight that’s hard to find in schools or through personal trial and error. Here are some key benefits the right mentor can offer.
Learn from Their Mistakes
A mentor’s real-world experience means they’ve made mistakes and learned many valuable lessons along the way. You get to learn from their errors and avoid common pitfalls, saving yourself time, money, and frustration.
Personalized Advice and Guidance
The best thing about a mentor is their ability to tailor advice to your specific needs and unique situation, whether you’re struggling to gain clients, grow your social media, or improve your techniques. Your mentor can personalize a unique solution through a series of one-on-one meetings that will help you achieve what you want in less time and with less effort. With a mentor, you can take risks confidently, knowing that someone is looking out for you and has your best interests at heart.
Significant Return on Investment
Joining a mentorship has a high return on investment. You spend little for the amount of growth and knowledge you will gain in such a short time - the return is substantial. Your mentor will help you avoid costly mistakes and help you find the right opportunities to be profitable. The insight your mentor offers can save you money and boost revenue in the future for a small investment in the present.
Constant Access
One of the biggest advantages of mentorship is accessibility. You can reach out to your mentor when you have a problem or have questions. This instant support is crucial in preventing you from feeling overwhelmed and gives you the confi -
dence to face your problems, knowing that your mentor's advice is just a message or call away.
Networking Opportunities
A good mentor often comes with a network that can open many doors for you. When you’re in a mentorship, make sure you connect with their network to gain access to opportunities you wouldn’t have on your own. These opportunities can include partnerships, collaborations, and potential clients.
You Can Find Mentors in These Places:
Beauty Therapy School: Many esthetic schools offer mentorship programs. Check if your school has a successful graduate network; this can be a great place to start.
Online:
Instagram, YouTube, and Facebook have thriving esthetician communities. Find one that speaks to your needs and inspires you to be like them. Start following and engaging with their content, and eventually, you will find potential mentors who resonate with your business goals.
Esthetician Conferences and Events:
Attending industry conferences or local networking events is a great opportunity to connect with successful estheticians who are willing to share their knowledge. You don’t know when you will meet someone who’s willing to mentor you or at least offer good advice.
Workplace:
If you’re currently working in a spa or salon, your colleagues or superiors can act as mentors. They’ve been where you are and can offer guidance based on their experiences in the industry. Observe and learn from watching them run a business and retain clients.
What Makes a Great Mentor?
Finding the right mentor isn’t always easy, especially with so many self-proclaimed “educators” on social media. When searching for a mentor, there are many key characteristics to look for to ensure they’re the right fit for you:
Trustworthiness
A mentor should be someone you trust to have your best interests at heart. Trust will take time to develop; your mentor should inspire you and set an example
of where you want your business to go.
Realistic Approach to Success
Your mentor should teach you to be financially intelligent and avoid instant gratification. They will emphasize that building a successful business takes time, good habits, discipline, and consistency. Beware of mentors who promise overnight success because real growth comes from long-term effort.
Experience
A good mentor teaches not just from theory but from lived experience. They’ve made mistakes and learned from them, and they’re willing to share those lessons with you to help you do better.
Focus on Mindset
Your mentor should help you overcome self-defeating beliefs. They’ll encourage you to take responsibility and build confidence. Your mentor recognizes that in business, everything starts with mindset.
Knowledge of Trends and Technology
The esthetic industry is constantly evolving. Look for a mentor who stays up to
date with the latest trends and technology and who can pass that knowledge onto you in a simple, actionable way.
How to Leverage a Mentor as a Solo Esthetician
Once you’ve found the right mentor, it’s important to make the most out of your relationship. Here are a few ways to leverage your mentorship:
Ask Those Questions…
You’re investing time and money into your mentorship, so make sure you’re fully engaged and making the most of it. Always ask questions—there’s no bad question. You are there to learn and ask questions! And your mentor is there to answer those questions.
Here is a crucial set of questions you can ask your mentor based on where you currently are in the business:
- If you’re just getting out of school, you can ask this: How do I get my first clients?
- If you’ve been solo as an esthetician for a couple of years, ask this: When do I hire help and expand my business?
- When you’ve got a store and a team, ask this: How do I know if opening another store is right for me?
Take Responsibility for Your Learning
Your mentor can guide you, but it’s up to you to apply what you learn. Stay committed to your personal and professional growth. Take time every day to learn and make sure you’re implementing their advice and strategies you receive.
Set Clear Goals
Define what you want from the mentorship and how you want to achieve it. Whether it’s improving a specific treatment, learning marketing, becoming more confident when speaking to clients, improving client communication, or growing your social media, be clear about those goals, write them down, and track them to ensure your progress.
Don’t Overwhelm Your Mentor with Questions
Yes, it's important to be proactive, but don’t overwhelm your mentor with constant questions. Take your time to learn and implement the answers you already have before you jump into more questions. Be strategic and respect their time.
Give Back
Don’t make the mistake of thinking the relationship is one-sided. If you meet your mentor in person, take them out for coffee or lunch and pick their brain. If they’re online, share their posts, promote their content, and leave positive reviews. This helps build a mutually beneficial relationship.
Ask for Feedback
Feedback is the essence of your growth. Always ask your mentor about your progress and which areas you can improve. Don’t avoid constructive criticism; it’s the key to your growth as a solo esthetician. Mentorship can be a game changer for solo estheticians, providing you with the personalized guidance, industry insights, and feedback you need to succeed. Whether you’re just starting or looking to scale your business, finding the right mentor will help make your journey a lot easier and more prominent. Seek out a mentor and leverage their expertise; they will help you build a thriving solo esthetic business, overcome obstacles, and gain the confidence you need to achieve long-term success.
Maha Chalawi, 28 years old from Sydney, Australia. A former solo esthetician with 4 years of experience in marketing and advertising, author of Facial Esthetic Practical Manual and Guide, and the founder of Esthetician Mentorship. I empower estheticians to build a successful solo business through education, marketing and business guidance.
Hot Products
Holiday-Ready
KNESKO Skin has unveiled its new limited-edition Gold Repair Body Travel Kit, just in time for the holiday season. Featuring TSA-friendly sizes of the Gold Repair Body Serum and Body Cream, along with luxurious Collagen Hand and Foot Masks, this set is perfect for gifting or travel. Packaged in a chic, reusable white cosmetic bag, it offers sculpting, lifting, and firming benefits to pamper your skin on the go.
kneskoskin.com
Face Reality has just introduced their first-ever travel-size products, making it easier than ever to stick to your skincare routine while on the go. Two of their most popular liquid products, the Ultra Gentle Gel Cleanser and Moisture Balance Toner, are now available in 2 oz bottles for just $14 each.
facerealityskincare.com
Give the of Holiday-Ready Skin gift
Everyone’s skin could use a little extra love this holiday season. Treat your clients to the ultimate holiday indulgence with a facial using Hale & Hush products to give them a refreshed, glowing complexion that will last through the holidays and beyond!
Hot Products
Cool, Calm, & Collected
When your skin needs relief from irritation, OxygenCeuticals' CT Mask offers a cooling, calming solution. Infused with refreshing peppermint, this professional-grade mask reduces redness, soothes inflammation, and forms a protective barrier to lock in hydration. Ideal for inflamed skin, the CT Mask visibly plumps and balances your skin after just one use. Experience a refreshed, cooler complexion with this gentle, restorative mask.
us.oxygenceuticals.com
Clear Complexion
Achieve comfortably cleansed and radiant skin with Good Molecules’ new Brightening & Dark Spots Bar. Powered by a pH-balanced blend of 2% Kojic Acid and 2% Tranexamic Acid, it brightens skin while washing away impurities from both face and body. Olive oil, Niacinamide, and antioxidant-rich Chlorophyllin-Copper Complex work to soothe and nourish, leaving your skin soft, fresh, and even-toned. goodmolecules.com
Hot Products
Game-Changing Brightener
Epicutis® has unveiled its latest innovation, the Arctigenin Brightening Treatment, a revolutionary skin-brightening solution designed to surpass traditional ingredients like Vitamin C, Kojic Acid, and Niacinamide. Developed through advanced biotechnology, this EWG Verified® formula uses proprietary Burdock extract, rich in Arctigenin, to provide a more stable, effective, and safe alternative for brightening the skin.
epicutis.com
Mastering Marketing Essential Strategies
for Estheticians to Build Their Brand in 2025
By Samantha Garcia
In the competitive landscape of aesthetics, establishing a clear and impactful brand identity is essential. Your brand encompasses more than just your logo or color scheme; it embodies the essence of what you provide and how you differentiate yourself in a saturated market. A critical first step is identifying your specialty, which forms the foundation of your entire career. The aesthetic industry is not just about delivering services; it's about creating a memorable experience that resonates with your clients, turning them into loyal advocates for your business.
Discovering Your Specialty
As an esthetician, you have various avenues to explore. Whether your focus is on brow shaping, acne treatments, or chemical peels, honing in on a specific area where you can excel is vital. For example, if you choose to be the premier brow specialist in your area, dedicate yourself to mastering that skill. This may involve attending specialized training sessions or workshops to refine your techniques. You might also consider acquiring certifications in specific treatments that set you apart from competitors.
Alternatively, if you have a passion for treating acne, aim to be recognized as the go-to expert for that issue. Understand the science behind acne, stay updated on the latest products and treatments, and consider writing informative content to educate your clients about acne care. This concentrated approach not only solidifies your brand but also makes it easier for clients to remember you and refer others.
Take the case of an extraction expert. While she offers a range of services, her standout reputation for extractions attracts clients from far and wide, often willing to pay a premium for her expertise. This illustrates the significance of being known for a particular skill while still providing additional services. Think of your specialty as your “hook” that draws clients in, while other services keep them engaged with your practice.
Clarifying Your Clientele
After defining your specialty, the next step is to identify your ideal client. A well-defined brand identity helps you understand who will benefit most from your services. For instance, if you specialize in treating rosacea, your ideal clients are likely to have sensitive skin. Understanding this allows you to tailor your marketing efforts effectively,
Aim to provide an exceptional experience for every client, and the profits will follow. Investing time in perfecting your craft and building genuine relationships will pay off in the long run.
ensuring that your messaging speaks directly to their needs.
Networking: Getting Out There
Never underestimate the power of face-to-face interactions. If you’re just starting out and have time to spare, take the initiative to network. Attend events, introduce yourself, and always carry your business cards. This personal touch can lead to meaningful connections that can boost your business. You might also consider joining local business organizations or industry associations to expand your network further.
Building your confidence in networking settings is invaluable—not only for your business but also for your personal development. If networking feels intimidating, remember it’s a crucial part of being an entrepreneur. Embrace the challenge, and you’ll likely see growth in both your business and your self-esteem. Consider setting small, achievable networking goals, like attending one event a month or connecting with a certain number of new professionals each week.
Leveraging Social Media
While in-person networking is important, social media can be a potent tool for attracting clients. In 2025, platforms like Instagram, TikTok, and Facebook are crucial for connecting with potential clients. Consider sharing your journey, services, and insights on these platforms. Authenticity is key—let your personality shine through to attract the right audience. Share behind-thescenes looks at your treatments, before-and-after photos, and educational content that showcases your expertise.
Collaborations and partnerships can also help expand your reach. Connect with other beauty professionals, wellness coaches, or local influencers who align with your brand values. This not only exposes you to their audience but also adds credibility to your practice. If social media feels overwhelming, start small. Share glimpses of your work and engage with your audience regularly. Over time, this can cultivate a loyal following and a steady influx of clients.
The Power of Referrals
Your existing clients can serve as your best advocates. Encourage them to share their experiences and refer friends and family. Word-of-mouth marketing is one of the most powerful tools in the beauty industry. Consider offering incentives for referrals, such as discounts on future services or free add-on treatments, to express your gratitude. A simple thank-you can go a long way in making clients feel appreciated and valued.
In addition to personal referrals, don’t underestimate the impact of online reviews. Encourage satisfied clients to leave positive feedback on platforms like Yelp, Google, or your social media pages. Responding to reviews—both positive and negative—demonstrates your commitment to client satisfaction
and can help build trust with potential clients.
Focusing on Service Quality
Finally, while the pursuit of financial success is important, prioritizing the quality of your service is essential. Aim to provide an exceptional experience for every client, and the profits will follow. Investing time in perfecting your craft and building genuine relationships will pay off in the long run. Regularly seek feedback from clients to understand their needs better and improve your services accordingly.
Additionally, consider offering personalized experiences for your clients. This could range from customized treatment plans to follow-up communications after appointments. Small gestures, such as sending a thank-you note or checking in on clients’ progress, can make a significant difference in client retention and satisfaction.
Building an Online Presence
In today’s digital age, having a robust online presence is crucial for marketing your services. Beyond social media, ensure that your website is professional, easy to navigate, and mobile-friendly. Include clear information about your services, pricing, and booking options. A blog can also be a valuable tool for sharing your knowledge and expertise, further establishing your authority in the field.
Search engine optimization (SEO) strategies can help increase your website’s visibility. Use relevant keywords in your content to improve your ranking in search results, making it easier for potential clients to find you online. Consider collaborating with local businesses to increase backlinks to your website, enhancing your SEO further.
Embracing Continuous Learning
The beauty industry is constantly evolving, with new trends, techniques, and products emerging regularly. To
stay ahead, embrace continuous learning. Attend workshops, webinars, and industry conferences to keep your skills sharp and your knowledge current. Consider obtaining certifications in emerging treatments or technologies to enhance your offerings and attract a wider clientele.
Incorporating ongoing education into your marketing strategy demonstrates your commitment to excellence and positions you as a thought leader in your field. Share what you learn with your clients through social media posts or blog articles, showcasing your dedication to providing the best possible service.
Remember, success is a journey, and every step counts. By implementing these marketing strategies and fostering genuine connections, you can create a thriving practice that not only meets your financial goals but also enriches the lives of your clients.
Essential Regimen Bundle
by Circadia
Give your clients the gift of travel ready skin care based on skin type & concern. These kits are great for product trying new products, starting new regimens, and will enhance retail displays. circadia.com
Skin Saviors
Shea Butter Sampler
by FarmHouse Fresh
This 3-piece travel trio of our best-selling shea butters is ready to quench on the go and will impress even the finickiest skincare connoisseurs! farmhousefreshgoods.com
Unlocking Profitability
The power of narrowing your service offering
By Erin MacNeil
As a spa business coach, I work with spa owners every day, guiding them to unlock profitability in their businesses. One of the most common challenges I see, especially with newer spas, is the tendency to offer too many treatments. While it may seem like offering a wide range of services would appeal to more customers, it often leads to the opposite effect: spreading resources too thin and making it harder to focus on what truly drives profitability.
Over my career of opening new spas and recovering struggling spas, one lesson consistently stands out—when there are too many targets, it’s hard to hit a bullseye. I’m going to share a process I use with my clients that helps them unlock more profits by going narrow and deep with their service offerings.
"WHEN THERE ARE TOO MANY TARGETS, IT’S HARD TO HIT A BULLSEYE."
The Profitability Problem: Too Many Offers
Spas that offer a laundry list of treatments often think they are catering to a wider range of clients. However, this approach usually dilutes their efforts. Imagine a spa with dozens of services: it requires multiple types of equipment, product inventories, and staff expertise. While this might seem like it caters to more people, the reality is that it often leads to inefficiencies, higher costs, and a scattered marketing strategy (“jack of all trades, master of none”).
For new or struggling businesses, this is a recipe for confusion and lower profitability. The more services a spa offers, the more challenging it becomes to perfect any one of them. The key to profitability is not offering every service under the sun— it’s offering the right services that you can execute with excellence and efficiency.
ing on fewer services allows for better service quality, more streamlined operations, and ultimately, higher profits.
By scaling back, we’re not just simplifying; we’re sharpening the spa’s focus. Offering 1-3 core service categories
down of each service to see what their profit margins are.
I work with clients to review treatment costs and profit per service. We factor in product costs, labor, and other deliverable expenses. Once we have a clear picture of each treatment’s profitability, we make any necessary adjustments—whether it’s raising the price, negotiating product costs, or finding ways to reduce treatment time without sacrificing quality.
Step 1: Scaling Back the Offerings
The first step I take with clients is to scale back their service menu—what I call “trimming the fat.” It’s about cutting out what isn’t working or what isn’t generating revenue. If a particular treatment isn’t making money or doesn’t align with the spa’s brand, it’s time to let it go. This step often brings resistance because spa owners worry that reducing their offerings will limit their customer base. But the truth is, focus -
allows the spa to optimize those services, improve staff training, and direct marketing efforts toward a more specific target audience.
Step 2: Review Treatment Costing
Next, we dive into the numbers. One of the most common issues I encounter is spa owners who don’t fully understand the cost of delivering their treatments. Many have not done a detailed break-
Understanding these numbers is crucial for setting prices that actually contribute to the bottom line.
Step 3: Reposition the Offer to Appeal to the Ideal Client
Once the service menu has been refined and priced correctly, the next step is to reposition these offers in a way that resonates with the spa’s ideal client. This involves taking a fresh look at marketing, branding, and client communication.
Craft messaging that speaks directly to their target audience’s needs and desires. It’s not just about what the spa offers; it’s about how those services solve problems, create experiences, or deliver results that the ideal client is looking for. When done correctly, this repositioning can breathe new life into services that previously struggled
to generate revenue.
The Second Phase: Enhancing the Client Experience and Setting Goals
Once we’ve nailed down the right service offerings, reviewed their costs, and repositioned them in the market, we move on to refining the customer experience and setting clear profitability goals.
Step 4: Review the Service Protocol
This step is about enhancing the client journey from start to finish. I work with my clients to review their service protocols, looking for gaps or opportunities to add touchpoints that align with what the ideal client expects. This could be a special consultation process, upgraded product options, or personalized aftercare. These touches elevate the client’s experience, increasing perceived value and allowing for premium pricing.
Step 5: Create Marketing That Connects
Once the services and client experience have been optimized, it’s time to reframe the marketing strategy. We create new marketing content that aligns with the refined service menu and resonates with the ideal client. This often includes updating the website, refreshing social media content, and creating promotional offers that highlight the unique style of the spa’s core services.
At this point, the spa is positioned to attract the right clients—those who value the premium experience and are willing to pay for it.
Step 6: Set Clear Financial Goals
The final step I take with my clients is what I call “doing the money math.” We calculate exactly how many services need to be sold at the new price points to break even or achieve profitability.
"REMEMBER,
IT’S NOT ABOUT HOW MANY SERVICES YOU OFFER—IT’S ABOUT HOW WELL YOU OFFER THEM."
This gives the spa owner clear, actionable targets. Knowing these numbers is empowering because it turns an abstract goal of “making more money” into a concrete plan with measurable steps.
By setting goals and tracking progress, spa owners can stay focused on what matters most—delivering their core services with excellence and hitting their profitability targets.
Overcoming the Fear of Change
Many spa owners fear this process because it requires change—whether it’s cutting services, raising prices, or rethinking how they market their business. But the reality is, clinging to a wide range of services that aren’t profitable keeps the business stuck. It’s only by narrowing the focus and making datadriven decisions that true profitability can be unlocked.
This process isn’t about doing less for
the sake of doing less. It’s about focusing on what works, perfecting it, and building a more profitable, sustainable business. For the spa owners I’ve worked with, this has been a game-changer in turning around struggling businesses and helping them thrive.
If your spa is struggling with profitability, it’s time to take a step back and evaluate whether your service offerings are too broad. Narrowing your focus, understanding the costs of your services, and refining your marketing to speak directly to your ideal client can unlock profitability in ways you may not have imagined.
Remember, it’s not about how many services you offer—it’s about how well you offer them. By following these steps, you can create a profitable, streamlined, and sustainable spa business that stands out from the competition and truly serves your ideal client. When you learn and refine this process, you can then add more offers that serve your clients.
Erin MacNeil is a beauty and spa industry expert with over 20 years of experience, having worked her way up from receptionist to International Spa Director. After working with prestigious hotel groups and luxury brands, she founded The Spa Business Coach INC to help small business owners and nurse injectors in the aesthetic industry grow their businesses.
Beauty Bulletin Board
Advanced Skincare Education
Concepts Institute of Advanced Esthetics
Concepts Institute of Advanced Esthetics offers advanced esthetics hands-on training and lectures on medical esthetic topics at their training studio in Sausalito California as well as virtually through Zoom. With hands-on training from industry-leading instructors, students gain the knowledge and skills needed to excel in advanced techniques such as microneedling, lymphatic drainage, and holistic skincare approaches. conceptsinstitute.com
Acne Pro with Douglas Preston
Preston Acne Pros equips skincare professionals with the essential tools and resources to effectively treat acne-affected clients. Founded by Douglas Preston, a licensed esthetician and author with over 40 years of experience, this program offers proven treatment solutions and specialized workshops that enhance technical skills and business growth. With a focus on the unique challenges of teens and adults facing stubborn acne, Preston Acne Pros serves as a vital hub for acne education, innovative treatment methods, and professional products,.
prestonacnepros.com
Gain the confidence and expertise to treat multicultural skin effectively with this comprehensive 3-module video course and group coaching program. Designed for skincare professionals, the Multicultural Skin Online Course provides step-by-step protocols, tools, and strategies to address the most common skin conditions in multicultural skin types, using chemical peels and laser treatments.
conceptsinstitute.com
Microneedling Certification Course
Elevate your skills with the Microneedling Training Course at Texas Laser and Aesthetics Training Academy. As a top performer in medical spas, microneedling is a minimally invasive procedure with moderate downtime, renowned for stimulating collagen production, improving skin elasticity, minimizing fine lines, and enhancing scars and texture concerns. In partnership with Skin Pen™ - Crown Aesthetics, the first FDA-approved microneedling device manufacturer, this unique program offers additional training and certification.
texaslaseracademy.com
The Multicultural Skin Online Course
IS BACK AND BETTER!
Hey Esty Community!
We’re ecstatic to announce the exciting relaunch of Esthetician Edit, a fresh, reimagined space designed just for you! We’ve been hard at work creating a one-stop hub where estheticians can connect, learn, and thrive. As a community of passionate skincare and beauty pros, we know you want access to the latest insights, techniques, and inspiration from across the industry—and Esthetician Edit is here to deliver all that and more.
The Podcast: Tune In This January!
Stay tuned for The Esthetician Edit Podcast launching in January! Every episode will bring you up close with inspiring estheticians and industry experts as we dive deep into skincare trends, business tips, personal stories, and insider secrets you won’t hear anywhere else.
Hosted by Samantha, Licensed Esthetician and Editor of LNE & Spa Magazine, alongside Marketing Guru Anastasia, the podcast will bring the insight and authenticity you’ve been waiting for. We’re keeping it real, informative, and—let’s be honest—a lot of fun.
Join the Edit
With love, Samantha & Anastasia
Follow us on Instagram, Youtube, Spotify, and Apple @EstheticianEdit! When you become part of Esthetician Edit, you’re not just a subscriber; you’re joining a vibrant community. From business growth strategies to live demos with unique brands, our mission is to help you excel in your career and stay inspired in your journey. Tune In This January!
Esthetician Spotlight
Marissa Dalla Rizza Master Aesthetician & Owner of MDR Skin Studio
What inspired you to pursue a career in esthetics?
My mother actually! She signed up for esthetician school and was so excited. At that point, I was 18 and unsure about what I wanted to do. I thought, we are similar, and if she’s so enthusiastic about this, maybe I should check it out. So I signed up as well, and we went to esthetician school together. I was inspired that it would give me the opportunity to help people and have a craft I could call my own.
Congratulations on your new opening! What has it been like opening your MDR Skin Studio and what advice would you give to estheticians wanting to do the same?
Thank you so much! It has been exciting and nerve-wracking at the same time! I would say make a plan and just go for it. Start small and avoid overextending yourself. Beginning in a salon suite made my transition more manageable and required much less capital upfront. There's never an ideal time, but if you don't take the chance, you'll always wonder "what if?"
What has been the most exciting and challenging part of launching your new business?
The most challenging part is making ALL of the decisions. From designing my logo to staying on top of inventory, shipping, maintaining social media presence—the list can go on and on. The most exciting part is seeing everything come to life and watching my business grow!
What advice would you give to estheticians who are also moms? How do you navigate the challenges of balancing work and family life?
As a new mom and business owner, balance feels slightly out of my reach at times. What I have been trying recently that seems to help is learning how to prioritize, following a schedule, and
asking for help. My family and work life often blend together, which allows me to multitask. Embrace the chaos and remember to take it day by day. My family is my motivation and the reason I'm willing to put in the hard work.
What is your skincare philosophy when it comes to treating clients' skin?
I believe in coaching my clients on how to treat their skin. This all starts with a curated home care routine. Continuous open communication is key; I don't limit conversations to monthly visits. I value progress reports to adjust treatments and ensure the best results, considering how skin changes daily due to various factors.
What makes facials at MDR Skin Studio unique?
Facials at MDR Skin Studio are unique because we take a very personalized approach. In every treatment, we as -
sess your skin and will customize the facial accordingly. We love to mix modalities, machines, and brands to get a beautiful result! I am often called the extraction queen as I always incorporate manual extractions with all facials.
When it comes to choosing the products for your studio, what is your philosophy?
I choose the product lines I carry based on several criteria: they must be noncomedogenic, safe for acne-prone skin, available exclusively to professionals for resale, backed by clinical studies, and deliver visible results. Additionally, I ensure each product serves a distinct function.
Can you tell us how your virtual consultations were developed and how they help your clients?
Virtual consultations were prompted by inquiries from individuals, primarily outside Miami, seeking my guid -
ance and support. I emphasize the significance of a curated home care routine as the foundational step in skincare journeys, and it's fulfilling to see remarkable results even without in-office treatments!
What are the most common skincare misconceptions you encounter, and how do you address them with your clients?
One of the most common misconceptions I encounter with new acne clients in clinical skincare is their misunderstanding of the acclimation and purge period needed during the initial 30-90 days. They often notice new breakouts and dryness and mistakenly believe the products aren't effective. I educate my
clients about this process, explaining what's happening and emphasizing the importance of consistency to achieve their desired results.
How do you approach client retention and building long-term relationships?
Client retention is crucial to me. I make sure to follow up after each treatment, educate clients on normal and abnormal reactions, request progress photos, and suggest adjustments to their skincare routines. I am flexible with booking and waitlisting, take detailed notes, and serve as a skin coach beyond the facial visit. Many of my longterm clients feel like good friends.
What trends in skincare or wellness do you predict will shape the industry in the next few years?
Increased emphasis on cryotherapy treatments, prioritizing cold over heat for sure! The use of AI and AR-based skin analysis tools. And the expansion of at-home skincare equipment offerings.
If you could go back in time to when you first started, what would you tell your younger self?
I would remind myself to take education seriously and continuously improve my craft every day. Embrace mistakes as part of the learning process—they don't define you but rather groom you with valuable experience to excel. Your future is promising— believe in yourself! Also, remember to save your brows; thin ones are no longer trendy.
EDITOR’S PICK OF THE MONTH
Barrier Loving
My all-time favorite oil, and a cult-favorite introduced to fellow estheticians by Danni Omari, is Living Libations Seabuckthorn Oil. This superstar product is a powerhouse for skin barrier repair and reset. It acts as an all-in-one cleanser, exfoliator, and moisturizer, packed with omega fatty acids, vitamins, lipids, and hundreds of bioactive compounds. I personally love incorporating it into my routine to keep my skin healthy and glowing.
livinglibations.com
Microcurrent Magic
An absolute staple in the treatment room for lifting and contouring, Saian’s FaceFyt Microcurrent Machine is an essential addition to your services. I personally love combining the power of face massage with this innovative device. The FaceFyt effectively treats the face and neck, helping to reduce and eliminate fine lines and wrinkles. It enhances the penetration of anti-aging and moisturizing products, diminishing the visible signs of aging for a more youthful appearance.
saian.net
Glow-Boosting Innovation
The Plated INTENSE Serum, featuring the breakthrough Renewosome™ technology, is what everyone is talking about these days, and for good reason. This advanced formula harnesses a potent blend of exosomes to deeply nourish your skin, promoting intense hydration and repair. Clinically proven to improve skin tone and texture, the INTENSE Serum visibly reduces the appearance of fine lines, redness, and hyperpigmentation in just six weeks. And trust me, you will see the difference!
platedskinscience.com
Dreamy Cloud Cleanse
The Cloud Brushes are an absolute game-changer in my treatment room, offering clients that "walking on clouds" sensation with every glide. These soft, silk-like brushes ensure even application of cleansers and serums, enhancing relaxation and satisfaction without product waste. Lightweight and ergonomically designed, they’re also incredibly easy on my hands, making every session a dream for both my clients and me.
rsnskinco.com
EDITOR’S PICK OF THE MONTH
Microneedling Must-Have
One of the best decisions I made this year was becoming an Herbal Skin Solution CIT Pen Provider! This powerful, non-invasive tool is ideal for skincare treatments across all skin types. Its sleek, advanced design is both ergonomic and visually appealing, providing a comfortable, easy-to-handle experience. With rechargeable, cordless functionality, I can offer treatments effortlessly—whether in the studio or on the go—bringing a new level of convenience and versatility to my practice.
herbalskinsolutions.com
Tried and Tested: LymphaticDrainageMassage
Lymphatic drainage facials have gained popularity in recent years, but there's a common misconception that the treatment is painful or uncomfortable. However, my experience at Mova with Camila Perez was the exact opposite—it was soothing, gentle, and deeply restorative.
Camila has gentle hands and a calming energy that immediately put me at ease. She explained the purpose of the treatment: to stimulate the lymphatic system, helping to reduce bloating, promote detoxification, and improve overall circulation.
One of the standout aspects of Camila’s expertise is her unique High Definition Massage technique, which she teaches to estheticians and spa professionals. This innovative method enhances the effectiveness of lymphatic drainage while providing a luxurious experience for clients.
The results were remarkable. After the treatment, my stomach looked slimmer, and I felt an overall sense of lightness. The experience left me feeling rejuvenated, and my skin felt more radiant and toned. For anyone hesitant to try a lymphatic drainage body treatment due to fears of discomfort, I highly recommend visiting Mova and booking a session with Camila Perez.
