The Official Magazine of the International Spa Industry
19 th ANNIVERSARY VOL. 19 NO.10 OCTOBER 2009
COVER STORY GERMAINE DE CAPUCCINI – ADVANCED PROFESSIONAL COSMETICS GERMAINE DE CAPUCCINI, a leading Spanish company, is recognized throughout the world in the professional skincare industry. It bases its activity on the research and development of skincare products and specific application treatments aimed exclusively at professional aesthetic centers, spas and day spas. Dedicated to skincare for more than 45 years, Germaine de Capuccini has expanded and continued to grow in all areas: innovation, technology, human relations, infrastructure, international growth, training services and more. Despite its evolution, the company determinedly keeps the spirit of its founder, Carmen Vidal, a vocational aesthetician at heart who gave all she had to achieve her dream: offering aesthetics professionals the best skincare products. Germaine de Capuccini’s founder appears along side other influential woman such as Estée Lauder, Elizabeth Arden, Helena Rubinstein and the Carita sisters.
DEPARTMENTS 20th Anniversary Summary From the Publisher People & Places Sauna of the Future Spa Marketing
www.spamanagement.com ANNE BOLDUC Group Publisher & President FOUNDER & EDITOR IN CHIEF Guy J. Jonkman SENIOR EDITOR Bernard Burt EDITORIAL Monica T. Brown Hannelore R. Leavy Bernard Burt Jonathan Paul de Vierville Jon Canas Shirley Meerson Dr. Ronald Klatz Douglas Preston Raoul Andrews Dr. Robert Goldman Janet McCormick Melinda Minton DISPLAY ADVERTISING/SPACE RESERVATION ALL INQUIRIES Tel: 514 274 0004 email: info@spamanagement.com DESTINATION EDITOR Jean-Pierre Képinski EUROPEAN EDITOR James Knight SEND EDITORIAL INFORMATION info@spamanagement.com or P.O. Box 2699 Champlain NY 12919-2699 Fax (450) 833-2444 Please forward all advertising material, insertion orders to: IMS / SPA MANAGEMENT 100 Walnut Street, #1, Champlain, NY 12919 (514) 274-0004 • Fax: (450) 833-2444
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COVER STORY MEDICAL SPAS Med Spa Practice Med Spa Planning Spa Training Spa News
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The Worldwide Guide to Spa on the Internet
SUBSCRIPTIONS Yearly subscriptions prices in the United States are US $39 for 1 year, US $69 for 2 years, US $99 for 3 years. Canada are cdn $58 for 1 year, cdn $98 for 2 years, cdn $138 for 3 years. International US $80 for 1 year US $130 for 2 years, US $180 for 3 years. Send payment to: P.O. Box 2699, Champlain NY 12919 6-12 WEEKS FOR FIRST ISSUE
Spa Management is published monthly by Publicom Inc. P.O. Box 2699, Champlain
SPA MANAGEMENT Chief Operating Officer, ANNE BOLDUC Systems Manager, DANIEL DOREY Director Human Resources, ESTHER AMAR Treasurer, STARR WYLKIE Group Publisher, ANNE BOLDUC Chief Editor, GUY J. JONKMAN
strictly forbidden. Editorial supplied must be accompanied by return postage. The
MEMBER International Spa Association Club Spa USA - The Day Spa Association American Academy of Anti-Aging Medicine
NY 12919 (514) 274-0004. Postage paid in Montreal, QC and Champlain, NY. POSTMASTER: PLEASE SEND ADDRESS CHANGES TO SPA MANAGEMENT, P.O. BOX 2699, CHAMPLAIN NY 12919. Nothing contained in this publication shall constitute an endorsement by Spa Management of any information contained in this publication. The publication and/or owner-shareholders directors, disclaim any liability with respect to the use of reliance of any such information. The information contained in this publication is in no way to be construed as a recommendation or approval by Spa Management of any industry standard, or as a recommendation of any kind to be adopted by or binding upon any spa owner. Reproduction of any portion of this issue by any means (facsimile or electronically, for example) is publisher assumes no responsibility for return of unsolicited photographs or manuscripts. Subscriber: Send subscription inquiries and address changes to: Circulation Department, Spa Management, P.O. Box 2699, Champlain NY 12919. Give old and new address, including postal code and the address label from most recent issue. Allow six weeks for change. Printed in Canada. Legal deposit number 500073-D. US POSTAGE PERIODICALS PAID AT CHAMPLAIN NY 12919. ISSN #1199-0600. SPA MANAGEMENT reserves the right to accept or reject advertisers and/or advertising material. Spa Management Journal is not responsible for the advertising contents in this magazine.
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Printed on 100% recyclable paper with an aqueous coating, this is an “environmentally friendly” magazine
PUBLISHED SIMULTANEOUSLY in United States and Canada
SUMMARY
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VOL. 19 NO.10
OCTOBER 2009
Celebrating 20 Years Of Excellence in Publishing
With this new issue of SPA MANAGEMENT Journal, we throw our 20th anniversary celebrations into high gear. While we take this opportunity to reflect on Spa Management’s success, it’s not so much about where we came from as where we’re going. That’s why you’re receiving this magazine – it’s packed full of ideas for a more rewarding spa career.
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Canadian Pioneers Honored By ISPA
For a couple of Canadian cowboys, Pat and Juanita Corbett, co-founders of The Hills Health Ranch in British Columbia, receiving the ISPA Dedicated Contributor award at the association’s annual conference in Austin, Texas, marks a milestone in their service to the spa industry.
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The”Sauna Of The Future”
A new extension to the Toskana Therme Bad Sulza – The new Sauna palace at the Toskana Therme Bad Sulza is opened its doors to visitors from near and far. The spacious extension to the existing thermal baths has been christened the "Sauna of the Future" and offers guests health and wellness experiences of a kind not to be found anywhere else. Among these are an "Art Sauna" with video projection, a "Lektarium" or reading sauna that benefits one's health while promoting the culture of reading, a variety of "classic saunas" with temperatures ranging from mild to hot, an alluring "vineyard sauna", a "panorama sauna" offering breathtaking views over the wooded hills of the Tuscany of the East, and an Indian "Sweatlodge", the site of special rituals at particular times of day.
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How To Double Your Spa Business By Changing Just One Thing!
If someone offered to double your spa business without you having to spend one more dollar than you already spend on marketing, would you do it? Before you answer, consider this second question: Would you still be willing to double your spa business if it meant you could never put your own picture, name, or logo in any of your marketing pieces, ever again? That’s a little tougher to answer, isn’t it? In short, 90% of what passes for advertising from both spas (and vendors to the industry) breaks almost every known, proven marketing rule of what gets people to actually respond to advertisements. The question above takes the idea to an extreme, but that is the premise of this article – that most advertising in our industry unfortunately is not much more than an ineffective tribute to our own vanity and egos, and to succeed, must be replaced with more effective marketing. Your prospective clients want solutions to their problems, and will go to nearly any length to get them. As spa business owners (or owners of the businesses that supply spas), you should be focusing on telling people in clear, direct, straightforward terms how you can solve their problems, and your marketing and advertising pieces are key tools to accomplish that.
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Get The Right Prices For Your Services
Establishing the right prices for your products and services is tricky business. This is because pricing does more than establish your med spa profitability. Price points also serve as a powerful marketing tool. Price reflects the quality of your product or service offering, your overall value proposition, your location and your desired patient demographic and psychographic profile.
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Kicking It Up A Notch: How To Build Your Success Plan
World-famous management consultant Peter Drucker once said, “The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday’s logic.” For many owners and managers in the medical spa and wellness industry, the turbulence of the current economy is producing many challenges and concerns, and a tendency to retreat and wait out the crisis. But the best strategy for success in tough times is to push forward and dare to do things differently. Whether you are enjoying busy client traffic in a well established business or preparing for your grand opening, you need an imaginative vision and a carefully crafted plan to weather the storm, increase revenues, and stay ahead of the competition. It’s time to start thinking like retailers do—out of the box!
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FROM THE PUBLISHER
SPA MANAGEMENT HAS THE WORLD’S LARGEST PAID CIRCULATION CELEBRATING 20 YEARS OF EXCELLENCE IN PUBLISHING Dear Reader, With this new issue of SPA MANAGEMENT Journal, we throw our 20th anniversary celebrations into high gear. While we take this opportunity to reflect on Spa Management’s success, it’s not so much about where we came from as where we’re going. That’s why you’re receiving this magazine – it’s packed full of ideas for a more rewarding spa career. SPA MANAGEMENT Journal is the WORLD’S LONGEST-ESTABLISHED Spa magazine for Spa Leaders and has been specifically designed to meet the needs of Spa Executive decision-makers. The Journal keeps readers well-informed on all spa and wellness business issues of the day. While technology has brought changes that make even 20-year-old editions seem outdated, there are many enduring issues and even a few spa entrepreneurs who find their way into successive decades – a sure sign of a “great” company by the standards of Spa Management as part of our 20th, we’ve put together some incredible opportunities for our readers. Because you deserve it. We’ve come a long way in 20 years and we coudn’t have done it without you. Good Luck, Spa & Wellness readers. And cheers to the next 20 years!
Guy Jonkman, Publisher Spa Management Journal
FROM THE PUBLISHER
SPA MANAGEMENT THE WORLD’S LONGEST-ESTABLISHED SPA MAGAZINE SPA MANAGEMENT JOURNAL • FIRST WORDLWIDE Spa Industry magazine • ISPA founding member together with Bernard Burt • ISPA founding Board member with Jeffrey Joseph • ISPA initiation (Neversink, NY) Sept 1990 • Founded the first WORLDWIDE Medical Spa Magazine • Bernard Burt & I got hundred of new members for ISPA before it was taken over by Host. Documenting spa trends worldwide since 1990, Spa Management Journal is an independent source of news and professional education material. When the founders of ISPA gathered at New Age Health Spa (September, 1990) to consider the future of the spa industry, Journal publisher Guy Jonkman and senior editor Bernard Burt were there, the only journalists invited by co-host Jeffrey Joseph, founding owner of Spa Finder travel agency in New York, and Werner Mendel, ISPA’s first president. Commited to growing the industry, helped launch ISPA in 1991, with both Jonkman and Burt serving on the Board of Directors. The editorial content of Spa Management Journal supports professional advancement, focusing on practical approaches to enhancing both business and professional career success in spa operations, and sustainable practices. Unaffiliated with trade associations, the Journal was the first publication to document the need for standards to cover spa services. Environmental issues and the science of organic spas are continuing concerns. A sister publication, Medical Spas Business Review, was the world’s first news resource for the evolution of medical spas. Features include a column by Bernard Burt tracking international trends, and news of new products. Also, an annual calendar of World Spa Industry Events and Conferences is distributed worldwide since 2000, plus the new monthly Spa Management Europe. Based in Champlain, NY, Spa Management Journal is read worldwide. Idependently audited, it has the largest paid circulation of any spa industry magazine. Circulation growth is entirely based on paid subscriptions. Published monthly, the magazine accepts editorial and advertising from all segments of the spa industry. 20 YEARS & COUNTING
Spa Management and its Spa Readers have posted some impressive realizations over the past 20 years adding 10 new partners SPA MANAGEMENT JOURNAL®
Est: 1990
SPA CANADA MAGAZINE®
Est: 1995
SPA QUÉBEC
Est: 1997
WORLD SPA EVENTS CALENDAR
Est: 1999
MEDICAL SPAS REVIEW®
Est: 2000
MEDICAL TOURISM PUBLICATION®
Est: 2006
ECO SPAS INFORMATION
Est: 2007
SPA MARKETPLACE NEWSLETTER®
Est: 2008
SPA MANAGEMENT EUROPE
Est: 2009
SPA EXPORT MAGAZINE
Est: 2009
SPA MARKETPLACE SUMMIT
Est: 2010
®
Contact: P.O. Box 2699, Champlain, NY, 12919-2699 Phone: (450) 833-2400 Fax: (450) 833-2444 Email: info@spamanagement.com Web site: www.spamanagement.com
SPA MANAGEMENT
PEOPLES & PLACES
IN 1986 JUANITA & PAT HAD PLANS FOR A 21ST CENTURY SPA
CANADIAN PIONEERS PLAN NEW VILLAGE AT THE HILLS HEALTH RANCH By BERNARD BURT
About the Author About the Author Bernard Burt, senior editor and columnist for Spa Management Journal, has tracked industry trends for two decades. His news updates are online at www.SpaGoer.com As founding director of ISPA, Burt forged international links, was honored with the Dedicated Contributor Award in 2000. Publications include "100 Best Spas of the World" with Pamela Price, and a new trilogy "Spectacular Spas" to be launched in 2010.
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HE year was 1986 and my first spa guidebook had just been published. Titled “Fodor’s Healthy Escapes,” the book was targeted for the new urban market of young professionals (Yuppies). My publisher’s focus group studies rated European spas low interest for these fitnessoriented travelers. So we documented more than 200 destination spas across North America, including Canada, the Caribbean, Mexico, Hawaii, and Alaska, focused on active holidays with weight management, fitness, and spiritual health. Fodor’s Healthy Escapes opened a door to the future of spas. But yuppies called spas “fat farms for rich old ladies.” The word appeared only as a subhead in the 10 categories of resorts that were defined with the help of Jeffrey Joseph, founder of the Spa Finder travel agency in New York, Sheila Cluff at The Oaks of Ojai, Mel Zuckerman and Dr. Andrew Weill at Canyon Ranch, and Deborah Szekely, founder of Rancho La Puerta and Golden Door. Invited together with Guy Jonkman, Spa Management publisher, to join a group of spa owners and managers at a retreat hosted by Werner Mendel and Stephanie Paradise, owners of the New Age Health Spa in the Catskill Mountains, I volunteered to help launch of ISPA. Werner (now deceased) presided over our first conference in 1991 at the Turnberry Isle resort in Florida managed by Fairmont. Many of the pioneers will gather in Austin, Texas, this month for our 19th annual reunion. Honoring the visionary founders of Canada’s first destination spa will make the ISPA conference a special occasion. My introduction to western Canada came after covering Expo 86 in Vancouver SPA MANAGEMENT • OCTOBER 09
for the American Bus Association magazine. A media fam tour of British Columbia included a day at The Hills Ranch, riding trails and doing a campfire singalong with Juanita and Pat Corbett. They had plans for a spa and holistic programs that address weight management. With the help of health experts and physiotherapists, the first Canadian Wellness Center staffed by doctors, nurses, and nutritionists was founded. Still going strong, the 16,000-acre spread attracts yuppies as well as seniors. It’s a great place for families, offering yearround outdoor sports alongside a spa building with 16 treatment and consultation rooms. Affordable, easy to access, The Hills Health Ranch is leading the way for a new generation. Starting with a strong emphasis on international relations, Pat and Juanita forged industry/government alliances to host the first ISPA Canadian conference. A memorable experience at Fairmont’s Banff Springs Hotel (why haven’t we been back?), the event brought together a previously unknown leadership group from across Canada. “The Corbetts have been dedicated members of the association since 1994, and as members of the ISPA CANADIAN PIONEERS HONORED BY ISPA For a couple of Canadian cowboys, Pat and Juanita Corbett, co-founders of The Hills Health Ranch in British Columbia, receiving the ISPA Dedicated Contributor award at the association’s annual conference in Austin, Texas, marks a milestone in their service to the spa industry. www.spamanagement.com
PEOPLES & PLACES
SPA MANAGEMENT
FOR A COUPLE OF CANADIAN COWBOYS IT’S A SPA MILESTONE
Board of Directors and ISPA Committees they played an integral role in ensuring that the “I” in ISPA was never overlooked” said ISPA Chairman Jean Kolb. Honored by his peers at the Tourism Industry Association of Canada, Pat is the first spa owner in western Canada to be inducted into the Canadian Tourism Hall of Fame. The induction ceremony earlier this year cited him for making tourism part of his life's work, and having a positive impact on the industry. The ISPA Dedicated Contributor Award is given to an active ISPA member who has contributed significantly to the growth of the association. The recipient will have demonstrated leadership and commitment to ISPA and has extensively assisted
Correction: PHOTOGRAPH PUZZLER Where was our intrepid columnist Bernard Burt in last month's issue of SMJ?
in the promotion of the association, as well as its mission and vision. Upon learning of this recognition, Pat Corbett said, “It was important to Juanita and I to make ISPA the engine that would give the international spa industry a voice with "horse-power" and influence. The need to network, learn from industry peers and conduct research to influence governments and the media were all priorities for us that we knew can only come when you harness and use the power of the unity of an entire industry.“ In 1982 they opened The Hills, developed the first year-round destination health and fitness vacation resort in Canada. The Hills Health Ranch boasts a winter snow park, stables, and The Canadian Wellness Centre. Riding and hiking were the main attractions when I visited in 1986 to document The Hills for my first book, “Fodor’s Healthy Escapes.” Having expanded their award-winning ranch and spa, they also own Spa Expertise Canada Ltd., a product import and distribution company that supplies more than 350 spas in Canada. Another venture started by Juanita and co-owned by Pat is Canadian Natural Oils Ltd., a company that harvests, extracts, bottles and distributes essential oils from regional indigenous plants. Planning for future development of a spa village, the Corbetts hope to go from 45 guest units to 265, with a mix of western-style hotel suites, condos, and resort residences. Located near a historic marker called 100 Mile House, Pat and Juanita exemplify Canadian hospitality. ■
Uncaptioned images on pages 16 and 18 of the September issue will accompany future reports by Burt from Singapore and Washington, D.C. The editors apologize for this production error. 20 SPA MANAGEMENT • OCTOBER 09
www.spamanagement.com
SPA MANAGEMENT
future PHOTOGRAPHS BY LINDA TROELLER
Sauna of the
Linda Troeller's recent photographs of Saunaworld, Toskana Therme, Bad Sulza Germany won Honorable Mention at the International Photography Awards. She has been named Woman of the Year and her photographs are published in worldwide from the New York Times to Spa Magazine to Diet Zeit. She has photographed for spa clients as Kerstin Florian and her images are commissioned for hotel spa rooms. Her books include Healing Waters, Aperture, Spa Journeys, PowerHouse Books, 100 Years of Tuscany of the East, mitteldeutscheverlag. Her new book, Chelsea Hotel - An Artist Memoir opened as an exhibition in Amsterdam at the Melkweg Galerie.
www.lindatroeller.com 22 SPA MANAGEMENT • OCTOBER 09
www.spamanagement.com
SPA MANAGEMENT
Sauna of the future
The spatial experience created by the architecture plays a central role in the new sauna. The interior totalling some 3000 m2 on two levels is enclosed by an elegant snail-shaped wooden roof, under which the guests can enjoy their sauna or lie back and while away the time.
A new extension to the Toskana Therme Bad Sulza THE NEW SAUNA PALACE AT THE TOSKANA THERME BAD SULZA is opened its doors to visitors from near and far. The spacious extension to the existing thermal baths has been christened the "Sauna of the Future" and offers guests health and wellness experiences of a kind not to be found anywhere else. Among these are an "Art Sauna" with video projection, a "Lektarium" or reading sauna that benefits one's health while promoting the culture of reading, a variety
of "classic saunas" with temperatures ranging from mild to hot, an alluring "vineyard sauna", a "panorama sauna" offering breathtaking views over the wooded hills of the Tuscany of the East, and an Indian "Sweatlodge", the site of special rituals at particular times of day. For a nominal surcharge of 1 Euro, guests enter the interior of the spacious sauna landscape. Immediately after the turnstile there is a virtual pond.
24 SPA MANAGEMENT • OCTOBER 09
www.spamanagement.com
SPA MANAGEMENT
Sauna of the future
T THE THEMATIC SAUNAS range from the classic to the avant-garde and are arranged in a semi-circle: a Finnish indoor sauna (90°), a soft sauna (55°), a steam bath with coloured light effects and starry sky (43°), the Lektarium (45°) where one can read while perspiring (and vice versa), a Kneipp foot bath and a Broncharium with dry saline nebulisation for soothing the bronchia and respiratory organs. The Toskanaworld Group are driven by the motto "Health and Happiness" and are incorporation 'green' aspects into their spa including contemporary ecological ideas. The facilities include a geothermal heating plant that utilises the natural warmth of the earth and minimises the need for fossil fuels.
Bad Sulza is no stranger to futuristic visions. The Toskana Therme, which opened in 1999, set new standards in the international bathing scene. As an external project of the World Expo 2000, "Liquid Sound in the Tuscany of the East" marked the first realisation of the Liquid Sound® concept in which guests bathe in light, water and music. After 9 years and over 3 million visitors from around the globe, the time has come for the next step: a Sauna Palace offering guests from near and far a contemporary fusion of relaxation and recuperation, wellness and media art. A growing number of health enthusiasts seek holistic inspiration for body, spirit and soul. The Toskana Therme's contribution to this trend has been recounted the world over in numerous publications, including the New York Times, who dubbed it "one of the top 100 spas in the world". 26 SPA MANAGEMENT • OCTOBER 09
www.spamanagement.com
SPA MANAGEMENT
Sauna of the future
Facilities: 1. Indoor Finnish Sauna: 90 degrees room temperature, 8 - 12 % air humidity, hourly water pouring, recommended duration: approx. 15 minutes 2. Soft sauna: 55 degrees room temperature, 40 % air humidity, Aroma, light, sound installation, recommended duration: 15 - 30 minutes 3. Steam bath: 43 degrees room temperature, 100 % air humidity aromatised atmosphere, coloured light effects - starry sky, recommended duration 10 - 15 minutes 4. Lektarium, a reading sauna: 45 degrees room temperature, aroma, light and sound installation reading lamps, recommended duration 30 minutes 5. Kneipp foot bath: Hot-cold Kneipp foot cure, recommended duration: as long as you like 6. Heated benches with foot baths: Use after visiting the sauna as a warm foot bath or alternate hot-cold foot bath, recommended duration: as long as you like 7. Broncharium: 30 degrees room temperature, coloured light effects, Dry saline nebulisation for the bronchia and respiratory organs, recommended duration: as long as you like. Not advised for asthma sufferers or people with respiratory ailments! 8. Vineyard sauna: 70 degrees room temperature, 8 - 10 % air humidity, sound installation, real woodburning-stove atmosphere, recommended duration 15 minutes 9. Panorama sauna: 90 degree room temperature, 8 - 12 % air humidity, ritual water pouring ceremony, Panoramic view over the surrounding countryside, recommended duration 10 - 15 minutes 10. Saline rock grotto: 35 degree room temperature, Coloured lighting effects both sides of the benches, Dry saline nebulisation for the bronchia and respiratory organs, stay as long as you like, Not advised for asthma sufferers or people with respiratory ailments! Panoramic view over the surrounding countryside 11. Art sauna: 40 degree room temperature, 45 % air humidity, Sound-aroma and light installation with floor projection, recommended duration 30 minutes 12. Outdoor Sweat Lodge: Meditative sweating event at set times of the day with hot stones and a personal ritualised ceremony in an enclosed room. 13. Ice fountain: Softened shredded ice for rubbing down your body after the Finnish sauna 28 SPA MANAGEMENT • OCTOBER 09
www.spamanagement.com
SPA MANAGEMENT
Sauna of the future Background: THE INITIATORS TOSKANAWORLD The Toskanaworld Group specialises in integrated strategies for the spa, hotel, medicine and culture sectors and is expanding steadily. With the Toskana Therme Bad Sulza, the Hotel an der Therme, the Klinikzentrum Bad Sulza and Auerstedt Castle Resort it has become a motor for economic development in the region. In 2004 Toskanaworld opened a further Toskana Therme in Bad Schandau near Dresden and most recently has acquired the Spa Hotel in Bad Orb where a new Toskana Therme will be built and in operation by 2010. The success story, guided by the husband and wife team Böhm Schneider, began with the opening of the KBS Medical Spa in Bad Sulza in April 1993, which formed the foundation for further contemporary medical rehabilitation facilities. Through a series of imaginative networking initiatives, the region has since acquired a new local identity, which in turn has fuelled the attraction of local tourism opportunities. At the recent 15th anniversary of the founding of the KBS, the speakers, among them Jürgen Reinholz, the Thuringian Minister of Economic Affairs, praised the far-sightedness and vision of the Toskanaworld Group in recognising trends and crises in the health sector early on and responding with appropriate innovative strategies. Its most well-known achievement is the spectacular Toskana Therme Bad Sulza with its integral Liquid Sound® light and sound system which opened in 1999. The establishment of offerings aimed at a broader clientele has resulted in an increasing number of guests who come and arrange their own wellness, culture and relaxation programme. The variety of possibilities and activities on offer and the readiness to cater for individual wishes has translated into a greater number of visitors. Guests who hear about the Therme, perhaps through Toskanaworld's website www.toskanaworld.net, relate their experiences to friends and acquaintances, often returning to visit again themselves. Whether partaking in medical treatment on prescription, private medical care or simply visiting, the range of additional offerings available such as ayurvedic and Hawaiian massage, an exclusive Aqua Wellness session in the Liquid Sound temple, a visit to the willow-root palace in Auerstedt, a meal in "Reinhardt's im Schloss" or a ticket to an underwater classical music concert illustrate the variety of experiences that are part of a trip that caters for both health and happiness. Media presence and word of mouth propaganda also contribute to the overall impression, and yet each visit is never without an element of surprise and delight.
FACTS: Floor area: 1,200 m2 indoors, 2,000 m2 outdoors Client: Kurgesellschaft Heilbad Bad Sulza mbH Architects: Ollertz & Ollertz Structural engineers: Trabert und Partner Operator: Toskana Therme Bad Sulza GmbH Cost: 4.5 million Euro Further information: www.toskanaworld.net
30 SPA MANAGEMENT • OCTOBER 09
www.spamanagement.com
SPA MANAGEMENT
SPA MARKETING
IF SOMEONE OFFERED TO DOUBLE YOUR SPA BUSINESS WOULD YOU DO IT?
How to Double Your spa Business by Changing Just One Thing! ABOUT THE AUTHORS: Ryan Harris and Jennifer Devlin are co-founders of the Medspa Marketing Institute, established to help spa & medical spa owners, cosmetic surgeons, laser skincare centers, and anyone in the aesthetic industry increase their revenues.
They accomplish this by providing highly effective, proven marketing and advertising services, particularly “done for you” marketing and advertising services. You are encouraged to continue your Direct Response Marketing education and download a copy of the 2009 Aesthetic Business Marketing Solutions Guide by visiting www. MedspaMarketingInstitute.com
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By RYAN A. HARRIS and JENNIFER DEVLIN
If
someone offered to double your spa business without you having to spend one more dollar than you already spend on marketing, would you do it? Before you answer, consider this second question: Would you still be willing to double your spa business if it meant you could never put your own picture, name, or logo in any of your marketing pieces, ever again? That’s a little tougher to answer, isn’t it? In short, 90% of what passes for advertising from both spas (and vendors to the industry) breaks almost every known, proven marketing rule of what gets people to actually respond to advertisements. The question above takes the
SPA MANAGEMENT • OCTOBER 09
idea to an extreme, but that is the premise of this article – that most advertising in our industry unfortunately is not much more than an ineffective tribute to our own vanity and egos, and to succeed, must be replaced with more effective marketing. Your prospective clients want solutions to their problems, and will go to nearly any length to get them. As spa business owners (or owners of the businesses that supply spas), you should be focusing on telling people in clear, direct, straightforward terms how you can solve their problems, and your marketing and advertising pieces are key tools to accomplish that. At the risk of bruising your ego - images of you, your spa, your equipment, or your logo do not address the fears, concerns, and desires of your www.spamanagement.com
SPA MANAGEMENT
SPA MARKETING
WOULD YOU BE WILLING TO DOUBLE YOUR SPA BUSINESS WITHOUT YOUR NAME? prospects, and do nothing to sway them that you have the solution to their problems. Spa industry business owners who truly care about doubling their bottom line should take a new look at their marketing, particularly the display ads they run to get new clients through the doors. It is not your fault. We are in an industry that focuses on aesthetics, but 99% of the time, an aesthetically pleasing ad is an ineffective ad. Few people in the industry have a marketing background, and the ones that do usually are graduates of college marketing degree programs that only teach branding advertising. Very few teach the type of marketing that we advise our clients to implement – “Direct Response” Marketing. What is Direct Response Marketing? Direct Response Marketing is the type of marketing that gets results immediately because it is by definition created to reach people directly, powerfully, emotionally, and makes a direct “call to action”, which leads them to engage your products or services. Direct Response Marketing has been responsible for billions of dollars worth of sales since its inception in the early part of the 20th century. Direct Response Marketers cares about immediate RESULTS and demand that their ads provide a positive return on investment. It is measurable, testable, and scientifically validated marketing. Unfortunately, most people who write or create advertising for our industry cannot guarantee results, so they shy away from anything that might hold them accountable for actual results. The overarching principle of Direct Response Marketing is that if you spend money on advertising, your phone should start ringing immediately, and by the end of the week, you
should be able to calculate your advertising ROI down to the penny from each marketing or advertising piece. Direct Response style ads aren’t always pretty to look at, but your accountant won’t mind, and neither should you. They do not contain many images unless those images are dramatic before/ after photos that powerfully convey a benefit to the reader. Direct Response style marketing is handsdown the most cost effective marketing you can do for both generating new clients, and for getting existing clients to come back for additional treatments. What is most effective is benefit-laden copy designed to get the prospect to take a specific action RIGHT NOW. It is not to build a “brand” - it is to make an immediate sale. Then secondarily, the function of Direct Response Marketing is to help you build a long-term relationship with your clients. Your ads really are “salesmanship-in-print” i.e. they must be presented in a way so that the reader feels as though she is having a conversation directly with you, and you with her. They must have a storytelling quality, whenever space permits. People have been drawn to stories since the beginning of time; we are conditioned to listen to them. Do not scrimp on words. Remember that the much-vaunted “white space” in ads never sold anything. Words sell, white space does not! You may ask yourself “who is going to read all that copy?” The answer is “your ideal prospects - the people most likely to respond”. They will respond because you wrote the ad or marketing piece to appeal to them, not to the masses. In other words, you cannot please everyone, but you can motivate a sufficient percentage of the
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MOST ADVERTISING IN THE SPA INDUSTRY IS A TRIBUTE TO YOUR EGOS readers to get an extremely high return on investment (ROI) on that marketing piece. Just like an evangelist mesmerizing a crowd, your audience can be inspired to “stay and listen” (keep reading) to the message if it is directly relevant to them and compelling. If they become bored, they may get up and walk out (toss your marketing piece). What does the evangelist do to make as many converts as possible? Does he just say “the bare minimum?” Or does he talk as long as it takes to convert? Of course he does the latter, because as long as the audience is with him, he has a better chance of converting them.
most effective at converting prospects into clients, let’s discuss some of the specific elements that your marketing pieces should have. The “Seven Secrets” of Outrageously Effective Advertising Below is a “crash course” in understanding the elements of marketing pieces that really sell your services effectively. These are the trade secrets of the best copywriters and marketers, and now you can use these secrets to boost the effectiveness of your ads tremendously.
The same holds true for your ads. The longer your copy can hold the interest of the most qualified readers, the more likely you are to get them to respond. Your logo does not hold interest, nor does your image, your equipment, or your gleaming spa pictures.
1) Include a Device to Grab the Readers’ Attention at the Top The first elements of any display ad, sales letter, email, classified ad or postcard is a device to grab the readers’ attention. Commonly this is a strong headline that grabs the readers’ attention. If you don’t capture their attention initially, you’ve lost the battle because they will toss your marketing piece.
Somebody who is not interested in your message will not read any of your copy anyway, so shortening your copy to a length that everybody will read is counterproductive. Instead, focus on the small minority of readers who will be interested in your message and write to them. In other words, write for the buyer, not the non-buyer.
Remember, your overall advertising success or failure rests on the interaction of each ad piece as it quickly comes into and out of the awareness of your prospect, who is inundated with over 3,100 marketing messages every day. You have to grab their attention in just a fraction of a second, and this is getting harder and harder to do.
If you get only one chance to “bend the ear” of a potential client, you must tell them everything they need to know about the benefits of your services and differentiate yourself from your competition. The truth is, if you do this in a highly effective manner in all of your marketing, your competitors become a “non-issue”, and you can easily double your revenue.
The headline of an ad is considered “the ad for the ad” and its function is to get people to continue reading. Always use a strong headline or equivalent device to pull people into the ad and encourage them to continue down the page.
Now that we have established the theory behind why Direct Response Marketing is the
2) Use Strong Direct Response Copy Avoid being boring at all costs! Instead, make your ad interesting, make it relevant, and make it irresistible. Your advertisements should command attention from an over-stimulated, overwhelmed public living in a cluttered media
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YOUR PROSPECTS WANT SOLUTIONS TO THEIR PROBLEMS NOT TO YOUR EGO environment. This means the copy in your ads needs to rise above all the other advertising to say something significant, compelling, and noteworthy. Direct Response copy is the only way to command such attention.
“If you are relying on your front desk manager, your
Here are some ways you can make your message more interesting: • Powerful testimonials or case studies from current clients • Dramatic before and after photographs • Dramatic slogans, headlines, or statements (claims), or shocking statistics
If you take only one thing away from reading this article, let it be this: Don’t make your marketing and ads all about you. You are not the important part of your marketing. The reader is the important element. If you truly believe your products and services help people, then it is your duty to make your ads compel the reader to take action so they get to enjoy the benefit of your services. If your ads are all centered on how great your spa or service is, instead of how the reader will fell after they’ve experienced your services, then you have done them and yourself a disservice.
golfing buddy, the Yellow Pages sales rep, or a graphic designer to write your ads for you, it’s like opening the window and
When presenting your message, it is important to avoid confusing the public at all costs. This means do not try to be funny, clever, highbrow, or “Zen-like”.
throwing money right out of the door. The trouble with relying on these people is that they think the ads should be “looked at” and not read. Your ad is
Our industry loves being Zen-like, but again, sparse ads full with mostly white space are not effective. They may build your “brand”, but what good does that do you if you go out of business in the process?
not a museum piece and beauty of the ad does not matter. Instead, hire a Direct Response copywriter to create your ad (or learn this skill yourself), and let the financial results of the
This goes back to the questions posed at the start of this article. Are you willing to “sell” your services instead of merely informing people that you exist? If so, don’t be cute, clever, or cryptic, something our industry seems to love.
ad be your only guide as to how “good” it is. Let your clients vote with their wallets. Nothing else matters, and no-one else’s opinion is valid”.
Don’t make it hard for your target market to understand your message. Be clear, simple, specific, and direct. Write as if you are speaking directly to one person. For example, instead of saying “The public is invited to learn more about the XYZ treatment, say “You will be amazed at how the XYZ treatment makes you look and feel ten years younger – this can be yours today, but only if you call now!” Note the use of italics to tie the benefits to the reader, planting the idea that they can feel this way today, and it encourages them to take action immediately.
Look at your marketing pieces and circle every instance of your use of the words I or WE. Wherever you find them, change the language of the sentence so that you replace these words with YOU (e.g. “We are proud to announce our new treatment” becomes “You must experience this new treatment for yourself ”). Why Appealing to Emotions Equates to Sales Another Direct Response Marketing principle is to write in a way that appeals to the readers’ emotions. Here’s why: It is proven that people buy any product or service based on emotion, but they justify their purchase with logic. This is particularly true in the aesthetic industry. That is why you should always make your advertising focus on the emotions that a person is feeling (or will feel) when they purchase your services as a solution to their problem. There are two types of emotions people respond to, negative and positive. An example of a negative emotion is fear (the fear of looking older, losing a mate, fear of never finding a mate, being passed over for job advancement, etc). By pointing out to the potential patient how they can avoid, reduce, or eliminate their fears as a result of using your
38 SPA MANAGEMENT • OCTOBER 09
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SPA OWNERS SHOULD TAKE A NEW LOOK AT THEIR MARKETING products or services - you will have a successful ad. An example of a positive emotion is happiness (happy to be one of the “beautiful people”, happy to look so much better than they did before, happy now that they are now more attractive to the opposite sex). The purpose of an advertisement is to convincingly convey to the potential client how they can use your product or service to successfully avoid a negative emotion, or enjoy feeling a positive emotion. Using key words to describe how a patient will feel after receiving a service is very important to use in your ads (e.g. sexier, younger, smoother, wrinkle-free, youth, vitality, etc.). An excellent resource that you should use when writing ads or marketing pieces are the books Words that Sell by Richard Bayan, and its companion Phrases That Sell by Edward Werz and Sally Germain. 3) Make a Direct and Specific Offer You must ask the reader for the sale. But what are you selling? Answer that question with your offer. A direct offer is (one or more) specific offers – an exchange of services or goods in exchange for a set price. It is carefully created and packaged in a specific way to appeal to the reader to make them immediately realize what an incredibly unique or high value offering you are presenting, and want to race out immediately to get it. This is what we mean by an irresistible offer. A direct offer is most effective when it is a very specific, and has one or more of the following elements: • The offer is named (e.g. The Ultimate Spa Treatment for Busy Moms, The Look Ten Years Younger Program) • The offer is a bundle of services or products
(e.g. a series of treatment, a treatment bundled with retail products, a treatment with a discount on a second treatment, etc.). • Has a package price that has a very highperceived value, but a relatively low cost to you to provide (e.g. “Buy one, get one free”, “receive a free travel set with purchase”, “receive a free consumer report”, etc.). What is not an offer? An offer is not vague, such as “think of us”, “visit us”, “Call”, nor is it a slogan or a tagline. Make such an extraordinary offer that the reader is powerless to resist it. It compels them to respond immediately for fear of losing out. This is not done by offering a discounted price, but instead is best done by giving the appearance of offering a package of services at a substantially reduced price (but a price that is actually highly profitable for you). You can easily double your revenues by ceasing to offer discounts (price wars help no one) and instead bundle your products and services in a way that makes the perceived value of the offer much higher than your actual costs. This has the added benefit of making a direct “apples to apples” comparison against your competitors’ services and prices nearly impossible. 4) A Reason to Respond Quickly - Urgency You must give your prospect a reason to respond NOW, otherwise your prospect will simply forget about your offer altogether as more pressing issues garner their attention. Generally speaking, people are lazy, so if you do not create a sense of urgency in your ads, their inertia will prevent them from taking action. Here are two ways to instill a sense of urgency into your prospects: Deadlines - If we didn’t have deadlines, most of us would procrastinate and get very little done
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AN AESTHETICALLY PLEASING AD IS AN INEFFECTIVE AD – and so it is with your prospective clients. You want the prospect to be compelled to get up and make that appointment or call for information. Deadlines should generally be less than two weeks. Anything longer than that loses its effectiveness. because of our tendency to procrastinate. For display ads that run in weekly or monthly publications, a two-week deadline on an irresistible offer is the fastest way to get new clients and double your revenues. Reward for Rapid Response - All people respond well to positive reinforcement. When creating your ads, include a reward for rapid response by offering a special gift or report or complimentary upgrade. (e.g. “Free skincare travel set valued at $50 for the first 10 people who respond to this ad”). 5) Provide Clear Instructions on How to Respond As Direct Response Marketing expert James Malinchak says “You must tell people how to give you their money!” This seems like common sense, but spa owners and industry vendors violate this rule every day in their advertising. Every message must ask the reader to take a specific action – a “call to action”. Simply including your address and phone number is not enough, you must ask for the sale. Assume that people will only do what you specifically tell them to do (e.g. “go to your phone, pick it up, and call now!”). With that in mind, what do you want your prospect to do once she reads your ad? Call you to make an appointment? Go to a website? You must provide clear-cut instructions. Here are some other examples of direct and
clear, specific “calls to action” • “Call now and listen to a free 24 hour recorded message” • “Go online to our website and download you FREE consumer report” • “Come into our store at 555 Elm St. in the next 7 days and get your free sample” This may seem like common sense, but flip through the pages of any beauty or spa industry magazine and you’ll see numerous ads with no call to action whatsoever. 6) A Way to Track and Measure All Results Direct Response Marketing is heavily reliant on measuring results. Each ad you run should be thought of as a “test” ad. Run an ad, measure the response, make changes, run it again, and see how well it worked compared to the original ad. If the original ad worked better, try again with a new test. If the newer ad worked better, discard the original ad and run another test with an even more improved ad. Testing, tracking, and improving, continuously, is the name of the game to increase revenues. Letting an ad run unchanged week after week, or month after month, is a surefire way to “leave money on the table”. Always try to improve upon the performance of your latest ad. In order to properly analyze if something worked better (or not) – you need to accurately track and measure all components of a marketing campaign. This includes the cost of the ad, the number of people who called from the ad, how many people purchased once they called, and the average unit sale for each person. This will give you a real view of your ROI. Once you have this baseline information, you can then test the various components of your marketing campaign to try to improve its performance.
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DIRECT RESPONSE MARKETING MAKES A DIRECT ‘CALL TO ACTION’ Some of these measurements have to be done manually, but most of them can be captured and calculated automatically by using marketing systems and software.
CONCLUSION Marketing and advertising are an investment of time and money to generate revenue for your business. Direct Response Marketing is an extremely powerful way to generate more new business and increase your business from existing clients.
For example, if you have a robust phone system in your business that lets you create many extensions; put a unique extension at the end of the phone number you list in your different ads. Then after the ad has run its course, run a report from Every aspect of your the software that is included with your phone system to see how many calls that particular marketing campaigns extension received.
Brand building is for multinational corporations, not for small and medium size businesses. Interestingly, if you implement strong Direct Response Marketing, your brand will be built as an and advertising should indirect consequence, so you don’t need to focus on it.
7) Include “Social Proof ” a.k.a. Testimonials You should gather testimonials from your clients and use have a direct and them in all of your marketing materials. The reason for this is that what someone else says immediate influence on about you is ten times more believable than what you say about you. Think of it as people to get them into positive peer pressure. Testimonials are extremely effective in display ads, so use your business. them liberally.
Every aspect of your marketing campaigns and advertising should have a direct and immediate influence on people to get them into your business. Anything less is wasteful and doesn’t serve your business. Though Direct Response Marketing (and the highimpact copywriting style that are at its cornerstone), are not learned overnight, any time you spend learning and implementing Direct Response Marketing is a step in the right direction.
You can even include Anything less is testimonials in your “on-hold music”. Your sales will improve if your on-hold music consists wasteful and doesn’t of offers for new treatments or services, immediately followed by actual testimonials from serve your business. Resolve to take a fresh look at your brochures, flyers, letters, clients who discuss the benefits they received from those treatments. postcards, and display ads to see how they can Look for ways to include testimonials in your be changed to speak directly to the hopes, fears, letters, brochures, display ads, and even on dreams, and aspirations of the reader, and give your business cards. You can even frame them a compelling offer and an immediate testimonials and place them on the walls reason to respond. If you do this, you can easily double your revenue. ■ throughout your spa or business. 44 SPA MANAGEMENT • OCTOBER 09
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Germaine de Capuccini, a leading Spanish company, is recognized throughout the world in the professional skincare industry. It bases its activity on the research HUK KL]LSVWTLU[ VM ZRPUJHYL WYVK\J[Z HUK ZWLJPÄJ HWWSPJH[PVU [YLH[TLU[Z HPTLK exclusively at professional aesthetic centers, spas and day spas. Dedicated to skincare for more than 45 years, Germaine de Capuccini has expanded and continued to grow in all areas: innovation, technology, human relations, infrastructure, international growth, training services and more. Despite its evolution, the company determinedly keeps the spirit of its founder, Carmen Vidal, a vocational aesthetician at heart who gave all she had to achieve her dream: offering aesthetics professionals the best skincare products. Ms. Vidal has recently been recognized by the prestigious international magazine, 4HYPL *SHPYL HZ [OL JYLH[VY VM [OL ÄYZ[ :WHUPZO JVZTL[PJ LTWPYL HUK HZ VUL VM the women who revolutionized the world of professional cosmetics. The article entitled “With them came the Revolution”, takes a look at the life and successes of the women who have made history in the world of cosmetics. Germaine de Capuccini»Z MV\UKLY HWWLHYZ HSVUN ZPKL V[OLY PUÅ\LU[PHS ^VTHU Z\JO HZ ,Z[tL 3H\KLY ,SPaHIL[O (YKLU /LSLUH 9\IPUZ[LPU HUK [OL *HYP[H ZPZ[LYZ
MORE TECHNOLOGICAL DEVELOPMENT MORE COMMITMENT WITH ITS CLIENTS
Germaine de Capuccini utilizes the expertise of its team of more than 200 specialized professionals, headquartered in its modern premises of 60,000 square feet. The absolute commitment to the quality of its products has focused Germaine de Capuccini’s Research and Development on one goal: the balance between beauty and health. On this principle, Germaine de Capuccini products and treatments are subjected to the most rigorous effectiveness testing TLHZ\YPUN [OL Z\JJLZZ VM [OL [YLH[TLU[Z UV[ VUS` Z\IQLJ[P]LS` I\[ HSZV VIQLJ[P]LS` (]HU[ NHYKL TLHZ\YPUN KL]PJLZ HSSV^ ]LY` X\PJR HUK WYLJPZL KH[H [V IL [HRLU HUK N\HYHU[LL [LJOUPJHSS` ZHML PUMVYTH[PVU VU [OL YLZ\S[Z HUK LMMLJ[P]LULZZ SL]LSZ VM [OL treatments. 0U [OPZ ^H` LHJO VM [OL KL]LSVWLK WYVK\J[Z HKOLYLZ [V Z[YPJ[ X\HSP[` JVU[YVS K\YPUN P[Z MVYT\SH[PVU THU\MHJ[\YPUN WHJRHNPUN storage and even its distribution. The objective is to ensure the safety and results of each phase of the creation process are inline with the ISO 9001:2000 quality control regulation. ;OL V\[JVTL PZ H ^VYSK VM LMMLJ[P]L MVYT\SHZ HUK WSLHZHU[ [L_[\YLZ KLZPNULK [V WYV]PKL H ZWLJPÄJ HUZ^LY [V LHJO HLZ[OL[PJ ULLK HUK VMMLY [OL ILZ[ ZVS\[PVU MVY LHJO JOHSSLUNL :7( WYVMLZZPVUHSZ LUJV\U[LY
The evaluation of the skincare treatments through avant-garde measuring devices guarantees technically reliable information on the results and degree of effectiveness.
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COMMITMENT WITH QUALITY AND THE ENVIRONMENT Germaine de Capuccini is one of [OL Ă&#x201E;YZ[ JVTWHUPLZ PU [OL ZRPUJHYL industry to support the 5G1 Integrated 4HUHNLTLU[ :`Z[LT ;OPZ JLY[PĂ&#x201E;JH[PVU regulates Quality Control (ISO 9001: ,U]PYVUTLU[HS 4HUHNLTLU[ (ISO 14001), Workplace Safety (Law VM >VYRWSHJL 9PZR 7YL]LU[PVU -HTPS` >VYR *VUJPSPH[PVU ,-9 Âś ,K KL]LSVWLK I` -<5+(*0Ă&#x201D;5 -(4030( and G.M.P (Good Manufacturing Practices). Regarding the G.M.P., Germaine de Capuccini is proud to be one of the Ă&#x201E;YZ[ JVTWHUPLZ PU [OL WYVMLZZPVUHS skincare sector to have been credited ^P[O [OPZ JLY[PĂ&#x201E;JH[PVU ;OL JVZTL[PJ G.M.P. enforces the same regulation of manufacturing practices for the pharmaceutical industry on the skincare industry. From the beginning, Germaine de Capuccini has unconditionally rejected animal testing and experimentation and has committed to optimizing its manufacturing processes with a minimal use of resources.
a company committed to limiting the emissions of CO2 to the environment. Continuing with its commitment to the environment, and in line with the trend of todayâ&#x20AC;&#x2122;s market, Germaine de Capuccini OHZ Q\Z[ SH\UJOLK P[Z Ă&#x201E;YZ[ JLY[PĂ&#x201E;LK organic line, â&#x20AC;&#x153;Naturaeâ&#x20AC;?, which has the ,*6*,9; JLY[PĂ&#x201E;JH[PVU of Organic Cosmetics. Naturae products contain UV ZPSPJVULZ WHYHILUZ VY HY[PĂ&#x201E;JPHS colorings. Germaine de Capuccini initiates this process with Naturae and is applying it to its other treatment lines as well. In the same way, Germaine de Capuccini HSZV JHYLZ MVY [OL ^LSS ILPUN of socially discriminated minorities. It uses natural ingredients in its formulas, whose sustainable cultivation is WYVTV[LK I` WYVNYHTZ Z\JO HZ [OL ),, )SHJR ,JVUVTPJ ,TWV^LYTLU[ VM :V\[O (MYPJH ^OPJO VMMLYZ KL]LSVWTLU[ opportunities for the discriminated minorities of that country.
Germaine de Capucciniâ&#x20AC;&#x2122;s strong commitment to caring for the environment is deeply rooted within its corporate philosophy, and has allowed it to obtain the CO2ZERO CERTIFICATION ^OPJO JLY[PĂ&#x201E;LZ P[ HZ
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UNSTOPPABLE INTERNATIONAL GROWTH Germaine de Capuccini is the leading company in the Spanish market and in TVZ[ VM [OL JV\U[YPLZ PU :V\[O (TLYPJH HUK P[ PZ WYLZLU[ PU TVYL [OHU 80 countries around the world; a fact that is the result of its international expansion policy that ILNHU PU HUK OHZ JVU[PU\LK ZPUJL *\YYLU[S` JSPLU[Z MYVT [OL Ă&#x201E;]L JVU[PULU[Z OH]L W\[ [OLPY [Y\Z[ PU [OL Ă&#x201E;YT DEDICATED TO SKINCARE FOR MORE THAN 45 YEARS Â&#x2039; 1964: Carmen Vidal, founder of [OL Ă&#x201E;YT VWLUZ [OL KVVYZ VM [OL +LYTHILS ZHSVU PU (SJV` (SPJHU[L Spain. Germaine de Capuccini is born. Â&#x2039; 1975: 6WLUPUN VM [OL Ă&#x201E;YZ[ factory with ample laboratories and premises dedicated to THU\MHJ[\YPUN WHJRHNPUN VMĂ&#x201E;JLZ and warehouse. Â&#x2039; 1978: ,Z[HISPZOTLU[ VM [OL company as Germaine de *HW\JJPUP : ( HUK [OL KPZ[YPI\[PVU of products in Venezuela begin. Â&#x2039; 1982: Germaine de Capuccini relocates to its current premises. Â&#x2039; 1986: Creation of the International Department in Barcelona. That same year, distribution in Portugal, United States and Canada begins. Â&#x2039; 1987: +VVYZ [V [OL (ZPHU continent are opened for Germaine de Capuccini with distribution PUP[PHSPaPUN PU :PUNHWVYL HUK /VUN Kong. Â&#x2039; 1988: Opening of the Madrid branch. Â&#x2039; 1989: France and Italy join the internationalization project in ,\YVWL
Â&#x2039; 1993: Germaine de Capuccini is JVUZVSPKH[LK HZ H ^VYSK^PKL Ă&#x201E;YT and its publications are translated in up to 23 languages. Â&#x2039; 1996/98: (M[LY [^V `LHYZ VM expansion, more spacious VMĂ&#x201E;JLZ HYL JYLH[LK [OL .47 (Good Manufacturing Practices) is adopted; isolated packaging rooms become situated directly underneath a new manufacturing room; warehouses become computerized and automated. Â&#x2039; 2000: Germaine de Capucciniâ&#x20AC;&#x2122;s products are sold in 60 countries. This year, the Council of Ministers of the Government of Spain agrees to award the Gold Medal of Work Merit to Carmen Vidal for her business and professional career. Â&#x2039; 2003: Germaine de Capuccini b ecomes the first Spanish s k incare company to obtain [OL [YPWSL JLY[PĂ&#x201E;JH[PVU PU 8\HSP[` ,U]PYVUTLU[ HUK >VYRWSHJL Safety; the innovative 3G1 Integrated Management System. Â&#x2039; 2005: Together with three other :WHUPZO Ă&#x201E;YTZ .LYTHPUL KL
*HW\JJPUP MVYTZ [OL Ă&#x201E;YZ[ ZRPUJHYL consortium in China. Â&#x2039; 2007: Germaine de Capuccini obtains the Family Responsible ,TWSV`LY KPZ[PUJ[PVU H^HYKLK I` [OL Âş-\UKHJP}U -HTPSPHÂť MVY promoting the balance of family and work. Â&#x2039; 2007: Germaine de Capuccini PZ JLY[PĂ&#x201E;LK HZ [OL Ă&#x201E;YZ[ JVTWHU` committed to compensating and reducing its CO2 emissions included in the CO2zero project. Â&#x2039; (SZV PU [OPZ `LHY [OL JVTWHU` begins to renew its image, which includes the logo, packaging designs, publicity campaigns and cutting edge working method that combines perfectly the philosophy VM [OL Ă&#x201E;YT PU H \UPX\L JVUJLW[ Â&#x2039; 2009: First company in the professional skincare sector to be awareded with the Good Manufacturing Practices certification, according to [OL JVZTL[PJ .47 ,\YVWLHU regulation.
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GERMAINE DE CAPUCCINI AND TUCKER’S POINT SPA >OLU ;\JRLY»Z 7VPU[ /V[LS HUK :WH VWLUZ P[Z KVVYZ VU (WYPS P[ ^PSS usher in a new era in island wellness to Bermuda. .\LZ[Z ^PSS LUQV` ^P[OPU H ZX\HYL MVV[ NHYKLU ZHUJ[\HY` H ^VYSK class spa experience distinctive to this PK`SSPJ ([SHU[PJ PZSHUK ^P[O [YLH[TLU[Z inspired by Bermuda’s nautical heritage HUK JYHM[LK MYVT SVJHS ÅVYH VJLHU minerals and honey harvested from the resort’s own grounds. (Z THU` VM [OL :WH»Z WHTWLYPUN treatments are native to Bermuda, so is the gentleman behind their design. Spa Director Paul Telford returns to his home PZSHUK MYVT HUV[OLY ¶ 6HO\ ¶ ^OLYL OL V]LYZH^ [OL :WH H[ /VUVS\S\»Z 2HOHSH /V[LS 9LZVY[ ;LSMVYK»Z ^VYSK JSHZZ Spa experience also includes seven `LHYZ ^P[O -V\Y :LHZVUZ /V[LSZ HUK
9LZVY[Z ÄYZ[ PU >HZOPUN[VU + * HUK then Punta Mita. With eight treatment rooms, the centerpieces of Tucker’s Point Spa will be the exclusivity of the prestigious skin care brand Germaine de Capuccini HUK [OL Z[H[L VM [OL HY[ O`KYV[OLYHW` Z\P[L MLH[\YPUN [OL HJJSHPTLK :PS]LY;(. :OV^LY ,HJO ZPNUH[\YL [YLH[TLU[ ^PSS ILNPU with a ritual using indigenous tree branches to massage the soles of the feet for a relaxing, distinctively )LYT\KPHU L_WLYPLUJL (Z ZLK\J[P]L as it is imaginative, the treatment menu at Tucker’s Point Spa showcases an incredible array of experiences with facial and body therapies and massages, most of them based on products, protocols and technology of GERMAINE DE CAPUCCINI’S
spa shower
laboratories. With 45 years of experience and know how in creating skin care solutions GERMAINE DE CAPUCCINI formulates using the most technologically advanced solutions to the most traditional, natural and organic ingredients, from the ocean to the ancient Oriental world of spices and the aromas, textures and fragrances of the land of tranquillity: the Mediterranean sea coast. Services in Tuker’s Point Spa are grouped into 10 distinctive collections.
treatment room
spa detail
The offerings within The Bermuda Collection include: Beekeeper No. 5 /VUL` HUK *HUL :\NHY :JY\I H :^PaaSL Manicure/Pedicure Bermuda Lily Post Sun Skin Rescue and a Tribe Road No. 5H[\YHS (SVL 4HZZHNL ¶ IV[O PKLHS after a day on the beach, a deeply relaxing Cedar Warming Massage. The Sargasso Thalasso Therapy cleanses HUK KL[V_PÄLZ IHZLK VU H TPULYHS YPJO blend of seaweed and sea algae. TheSignature Therapy Collection ranges MYVT HU PUK\SNLU[ (U[P 6_PKHU[ >PUL ;OLYHW` [V H =P[HTPU 9PJO *OVJVSH[L Therapy that features an exfoliating polish of pure cocoa extract followed by a warm wrap of soft chocolate. Glamorous Gold Therapy, which leaves the skin with a subtle golden shimmer, /`KYH[PUN 7LHYS ;OLYHW` ^P[O -HJPHS HUK HU (\[OLU[PJ ;\YRPZO 4HZZHNL HYL among the other exotic offerings in this collection. Massages take the spotlight in the Wellness Collection, from an innovative ;L_[ 4LZZLUNLY»Z 9LSPLM [V H ;YHKP[PVUHS Swedish Massage, Lomi Lomi, and a Golfer’s/Tennis/Sports Massage . There are also massages designed especially MVY JV\WSLZ HUK TV[OLYZ [V IL
spa post treatment room
The Aqua Therapy Collection ranges from a Tropical Rain Splash Therapy MLH[\YPUN [OL :WH»Z :PS]LY ;(. :OV^LY to a deliciously exotic Cleopatra Royal Milk Bath. Treatments from the MHY YLHJOLZ VM (ZPH HYL ZOV^JHZLK in the Orient Collection, and include [YHKP[PVUHS 9LÅL_VSVN` MYVT *OPUH
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Japanese Reiki, Indian Shirodhara (`\Y]LKPJ ;YLH[TLU[ HUK :HT\UWYHP a Thai massage therapy using a warm herbal poultice of ginger, lavender, laurel and tamarind. The intoxicating scents of local and L_V[PJ ÅVYHSZ HYL MLH[\YLK PU [OL Flowers Collection. The Red Flower Jet Lag Massage reawakens the senses of [YH]LS ^LHY` ZWH N\LZ[Z \ZPUN LZZLU[PHS oils of French lavender, peppermint and YVZLTHY` ( =P[HSPaPUN 2PUTV_LP >PSK 3PTL :PSR 6PS 4HZZHNL \ZLZ :OPH[Z\ inspired massage techniques with a ISLUK VM ÅV^LYZ MYVT RPUTV_LP [V `SHUN ylang. The eight treatments of the Gentlemen’s Spa Collection HYL KLZPNULK ZWLJPÄJHSS` for men, and range from a Muscle Taming Soak and Power Ready Facial to a Global Massage that incorporates a variety of techniques from around the world. The Continental Total Body Recharge is the ultimate Spa experience MVY TLU HUK PUJS\KLZ H M\SS IVK` dry scrub, steamed towel rub down, purifying scrub and a black bioactive silt mask, followed by a revitalizing face [OLYHW` HUK KLLW [PZZ\L THZZHNL Other collections include the Facial Collection ¶ MYVT @V\[OM\S ,`LZ [V H Radiant Oxygen Facial, the Beauty Collection with its full array of nail, OHPY ^H_PUN HUK THRL \W ZLY]PJLZ Tea Manicure or Pedicure that treats hands or feet to a milk soak, green tea exfoliation and white tea lotion massage and a Gentlemen’s Signature Barber Collection, ranging from a Tucker’s 7VPU[ :PNUH[\YL :OH]L [V HU ,_LJ\[P]L Manicure. The Spa also offers a Fitness Collection [OH[ HKKYLZZLZ [OL :WH N\LZ[»Z ^VYR V\[ ULLKZ ^P[O H VUL VU VUL >LSSULZZ (ZZLZZTLU[ ^P[O H [YHPULY VY H 4PUK )VK` 7LYZVUHS ;YHPUPUN :LZZPVU from improving sports performance to reducing weight. Guests can also learn Meditation Techniques that they can practice long after they return home.
NATURAE
FROM NATURE TO YOUR SKIN The trend of organic cosmetics is evident more than ever in today’s ZVJPL[` ,HJO KH` TVYL HUK TVYL people prefer to care for themselves with products formulated with natural ingredients. With this in mind, Germaine de Capuccini SH\UJOLZ P[Z ÄYZ[ VYNHUPJ SPUL! Naturae; a line comprised of professional and OVTL JHYL MHJL HUK IVK` WYVK\J[Z JLY[PÄLK I` [OL -YLUJO VYNHUPaH[PVU VM Organic Cosmetics, ECOCERT; one of the main certifying bodies and also one of the most demanding in terms of organic cosmetics. Naturae products are formulated with essential oils and ingredients from ecologically cultivated plants and contain no silicones, parabens VY HY[PÄJPHS JVSVYPUNZ 6UL VM P[Z THPU ingredients is White Tea Organic ,_[YHJ[ VUL VM [OL TVZ[ WV^LYM\S HU[P oxidants in nature, enriched with virgin
organic oils, organic plant waters, phytosterols, phospholipids, ceramides HUK .HSHJ[HYPJ (JPK Naturae consists of a sensational HUK JVTMVY[HISL PU IVV[O [YLH[TLU[ 5(;<9(, ;/,9(7@ ^OPJO WYV]PKLZ WLYMLJ[ O`KYH[PVU HUK HU LMMLJ[P]L HU[P V_PKPaPUN HUK HU[P WVSS\[PVU SPUL [OH[ protects against premature signs of HNPUN ;OL SPUL PZ JVTWSL[LK ^P[O Ä]L products for use at home: HYDRATING CLEANSING MILK HYDRATING TONING LOTION MULTI-PROTECTION WHITE TEA FACIAL CREAM INTENSE MULTI-PROTECTION WHITE TEA MASK MULTI-PROTECTION NOURISHING BODY CREAM
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Standards by which Naturae is governed
ECOCERT ( -YLUJO VYNHUPaH[PVU LZ[HISPZOLK PU [OH[ JVU[YVSZ HUK JLY[PÄLZ [OL validation of organic products in more than 80 countries. The granting of this Ecological/ 6YNHUPJ JLY[PÄJH[L N\HYHU[LLZ [OH[! 95 % of the total ingredients are natural. 95% of the plant ingredients are JLY[PÄLK HZ VYNHUPJ ([ SLHZ[ 10% of the ingredients of [OL ÄUPZOLK WYVK\J[Z HYL JLY[PÄLK as organic. ,JVJLY[ [LYTZ HMMLJ[ UV[ Q\Z[ [OL PUNYLKPLU[Z I\[ also the manufacturing, packaging and storage WYVJLZZLZ VM [OL WYVK\J[Z (KKP[PVUHSS` [OL JOHPU of production and the structure of the company T\Z[ HSZV JVTWS` ^P[O [OL ,*6*,9; YLN\SH[PVUZ
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SPERIENCE A N E W WAY O F L I V I N G T H E S PA E X P E R I E N C E
SPERIENCE NATURE MEDITERRANEAN Germaine de Capuccini extends a UL^ ^H` VM SP]PUN HU H\[OLU[PJ :7( L_WLYPLUJL :7,90,5*, 5(;<9, provides an intense way of discovering the most incredible, unprecedented sensations, where your body, mind and spirit experience the ultimate in deep emotional and physical relaxation. SPERIENCE PZ [OL YLUL^LK :7(
line from Germaine de Capuccini, ^OPJO HSSV^Z MVY H JYLH[PVU VM PUĂ&#x201E;UP[L combinations to achieve an attractive, WLYZVUHSPaLK :7( TLU\ The most essential plants and fragrances from the Mediterranean are H[ [OL OLHY[ VM [OL UL^ :7,90,5*, 5(;<9, WYVK\J[Z ^OPJO VMMLY extraordinary and unique therapies
with an experience that is purely Germaine de Capuccini. The
authentic
essence
of
the
Mediterranean is embodied in the therapies.
Pleasant
fragrances,
multiple ingredients based on butters, waxes and natural oils relieve stress and provide a sense of harmony.
EXOTIC MEDITERRANEAN A truly exciting moment The delight of the fragrances and textures of the argan shell, orange blossom water and olive and grape seeds, transport you to the most exotic places in the Mediterranean like 4VYVJJV ;\UPZPH ,N`W[ HUK 0Z[HUI\S" an opportunity to live a unique moment PU [OL :7( DAWN BREEZE WRAP Discover the secrets of a dawn The refreshing breeze that caresses your body and the calm serenity of the blue sky are captured in the Dawn
Breeze Wrap. It evokes an unforgettable TVTLU[ VM ^LSS ILPUN HUK JVTMVY[ [OHURZ [V [OL WYVWLY[PLZ VM (SVL =LYH and the fragrance of Mint; an ideal pleasure for those who love enjoying the sun. MEDITERRANEAN LIGHT Cross the doors of relaxation and enjoy yourself! This treatment envelops you in peace and harmony through an original massage with golden drops from a warm candle. When the melting contents are poured over the skin, you feel the smoothness of its texture as
it glides over the whole body and are captivated by its pleasant fragrance while massaged with exclusive movements. ( TVTLU[ VM KLLW WO`ZPJHS HUK TLU[HS relaxation awaits. TREATS FROM NATURE Unique and unprecedented pleasures Savor the combination of two therapies that blend an exfoliation and a wrap with incomparable fragrances and exquisite textures. Revel in an authentic L_WLYPLUJL VM ^LSS ILPUN
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MEDITERRANEAN DUSK Authentic sublimation for all the senses The Mediterranean dusk is not to be seen, but to be felt: the intense orangey colors of sunset, the captivating smells and the murmuring breeze brushing your skin. (U L_V[PJ L_MVSPH[PVU HUK L_[YHVYKPUHY` THZZHNL HYL JVTIPULK PU [OPZ THY]LSV\Z therapy of exquisite charm.
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SPERIENCE
A N E W WAY O F L I V I N G T H E S PA E X P E R I E N C E
PROFESSIONAL TRAINING AT ITS BEST
GERMAINE DE CAPUCCINI CREATES THE FIRST SPECIALIZED SCHOOL FOR SPA THERAPISTS AND SPA COORDINATORS ;OL WYVMLZZPVUHS ZRPUJHYL Ă&#x201E;YT ^P[O `LHYZ VM L_WLYPLUJL PU [OL ZLJ[VY HUK HSTVZ[ years of extensive practice in the SPA world, decides to begin a new, pioneering project in Spain. Germaine de Capuccini creates the Ă&#x201E;YZ[ :JOVVS PU :WHPU ,StNHUJL :7( (JHKtTPL 0UZ[P[\[V *HYTLU =PKHS ^OPJO VMMLYZ [YHPUPUN MVY :7( ;OLYHWPZ[Z and Therapist Coordinators, associated ^P[O [OL ,StNHUJL :7( (JHKLTPL Internationale from Nice (France), one VM [OL TVZ[ WYLZ[PNPV\Z ZJOVVSZ PU :7( [YHPUPUN VM ,\YVWL This training takes place on the premises of Germaine de CapucciniÂťZ /V\ZL VM Beauty in Madrid, located next to the ,S 9L[PYV 7HYR 9LJLP]PUN PUMVYTH[PVU straight from the source, this unique educational opportunity provides for a maximum transmission of knowledge. (PTLK H[ WYVMLZZPVUHSZ ^P[O demonstrable expertise in skincare, its objective is to turn a student into H X\HSPĂ&#x201E;LK WYVMLZZPVUHS HUK ^P[O HU edge. Graduating students will be TVYL X\HSPĂ&#x201E;LK HUK OH]L HU LHZPLY [PTL THRPUN [OLPY ^H` PU[V [OL :7( ^VYSK
[V Ă&#x201E;UK WVZP[PVUZ HZ [OLYHWPZ[Z HUK therapist coordinators. AREAS OF STUDY Â&#x2039; :LUZH[PVUZ HUK ILULĂ&#x201E;[Z VM skincare Â&#x2039; Techniques, protocols and therapies Â&#x2039; Professional sector Â&#x2039; :7( WOPSVZVWO` Â&#x2039; Commercial management Â&#x2039; *VU[HJ[ HUK JSPLU[ YLSH[PVUZOPW techniques Â&#x2039; :7( THUHNLTLU[ ZVM[^HYL Â&#x2039; ,X\PWTLU[ THUHNLTLU[ Â&#x2039; Branding METHODOLOGY The course is made up of two parts: a theoretical component and a practical JVTWVULU[ MVY H :7( JLU[LY ;OL theoretical sessions are taught through an exclusive and innovative academic method that consists of the presentation VM L_LYJPZLZ JHZL Z[\KPLZ HUK HJ[P]P[PLZ
www.germaine-de-capuccini.com
\Z\HSS` VJJ\YYPUN PU H :7( 0U [OPZ ^H` the student learns by experiencing actual situations that can be transferred to the future professional environment. The practical part consists of 10 weeks VM [YHPUPUN PU[V HU VU NVPUN :7( JLU[LY which allows the student to put into practice all the knowledge acquired during the theoretical lessons. HIGHLY QUALIFIED TEACHING TEAM The course, which starts in November, PZ NP]LU I` H [LHT VM OPNOS` X\HSPĂ&#x201E;LK teachers, made up of Germaine de Capuccini directors and other renown professionals. INTERNATIONAL QUALIFICATIONS Students can achieve an international degree approved by the French Government that presents them with PUĂ&#x201E;UP[L WYVMLZZPVUHS WVZZPIPSP[PLZ ^P[OPU [OL L_JP[PUN :7( ^VYSK
MEDI CAL SPAS
Medical Spas Business
INVEST IN THE PRODUCTS AND SERVICES THAT ARE THE RIGHT LEVEL OF QUALITY FOR YOUR PATIENTS AND PRICE THEM ACCORDINGLY
Get the right prices for your services By RICHARD LINDER
Richard Linder is the CEO of PCA SKIN®. Prior to joining the company, he held executive positions at Greenwich Street Partners, the St. Louis Economic Development Council and KPMG in Zurich, Switzerland. Mr. Linder’s long-standing interest in the healthcare field dates back to his studies at Harvard Business School, where he earned his MBA. While there, he was awarded a grant from Harvard University to study the purchasing behaviors and preferences of the aging baby boomers.
E
stablishing the right prices for your products and services is tricky business. This is because pricing does more than establish your profitability. Price points also serve as a powerful marketing tool. Price reflects the quality of your product or service offering, your overall value proposition, your location and your desired patient demographic and psychographic profile.
psychographics—belief systems, motivations. Your pricing must also closely match what those patients are willing to pay. In the end, it is this willingness to pay on their part that determines whether you have gotten your pricing right.
In assessing whether your pricing is on target, take caution. During difficult economic times or while attempting to gain market share from your competition, it is tempting to lower Your investment in the products and services you offer to your prices. This is unwise for several reasons. First, lowering patients should directly correlate with the quality. Keep in prices devalues your offerings. Artificially low prices make mind that marketing hype does not equate to quality. A what you offer suspect, calling the quality into question. product is either well-manufactured and delivers real benefits or it doesn’t. The same is true for services. Invest in the Second, the moment the price drops, you greatly risk upsetting products and services that are at the right level of quality for the patients that recently used your services. Apple battled this you patients, and price them accordingly. Again, there needs to exact situation last year when it decided to cut the price of its be a direct correlation between the quality of the product or popular iPhone. To make amends, they offered a rebate to their customers that had purchased a phone in the prior month. service and the price you expect your patients to pay. Finally, once you bring a price down, it becomes that much more difficult to bring it back up. The potential short-term gain in sales will have a lasting, negative impact on your profitability. As an alternative to bringing price levels down, seek ways to add value. Include a post-procedure kit in the price of the procedure itself. Implement a loyalty program for your patients. Consider adding a gift with purchase for certain products. By using one or more of these or similar tactics, you maintain the integrity of your pricing, while, in essence, giving your recurring patients discounts. This will serve the dual role The long-standing real estate mantra remains, “Location, of maintaining overall profitability (assuming you have your location, location.” This likely played a major role in selecting pricing right in the first place), while also building a solid where you set up your practice. Location also sets a price patient base. expectation for your products and services, not just your lease agreement. When you are in an area that caters more to luxury It is important to note that there is no “one size fits all” when shoppers, you can have higher than average prices. Areas it comes to establishing price points. You will end up spending attracting consumers who are more budget conscious will far more in marketing dollars than is necessary by trying to attract patients that do not fit with your practice, thus eroding demand lower prices. any potential profit you would have from a well-targeted Taken together, the quality of the products and services you pricing strategy. offer, your value proposition and location of your practice must be in alignment with your desired patient profile. This Instead focus your attention on what you are offering, the value patient profile includes demographics—age range, household you are creating for the patient, how your location affects income, type of employment, area of residence—as well as patient expectations and who comprises your patient base.
The perceived value of your offering by patients also guides your pricing decisions. This works two ways. Using a la carte pricing models, where each product or discrete service has its own price, often lessens the perceived value of those products and services, causing patients to purchase less. Packaging related products or services together for a set price, on the other hand, increases the perceived value and sometimes will allow you to charge even more than if they were priced www.pcaskin.com separately.
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MEDI CAL SPAS • October 2009
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MEDI CAL SPAS
Med Spa Planning
THE GREATEST DANGER IS TO ACT WITH YESTERDAY’S LOGIC
Kicking it up a Notch: How to Build Your Success Plan Cheryl Whitman is internationally recognized as a pioneer in aesthetic, medical spa, retail marketing, wellness, and anti-aging business consultancy. She is a published author, a popular speaker, and has been a beauty industry consultant for more than 30 years. As founder and CEO of Beautiful Forever, Cheryl leads a successful team of aesthetic business consultants and business professionals, highly experienced in business coaching, partnerships, venture capital programs and creative financing. Cheryl also developed the Aesthetic Medical Success System: A Complete Educational Guide to Building, Managing, and Marketing Your Cosmetic Practice or Medical Spa, which is the only aesthetic business/medical spa manual available through the American Society of Plastic Surgeons® (ASPS®). For more information, call 201-541-5405 or toll-free at 1-877-SPAMEDI or go www. beautifulforever.com and www. aestheticmedicalsuccess. com
B y C H E RY L W H I T M A N
Founder and CEO of Beautiful Forever Aesthetic Business Consultants
W
orld-famous management imaginative vision and a carefully crafted plan to weather consultant Peter Drucker the storm, increase revenues, and stay ahead of the once said, “The greatest competition. It’s time to start thinking like retailers do danger in times of turbulence — out of the box! is not the turbulence; it is to
act with yesterday’s logic.” For many owners and managers THE STARTING GATE: in the medical spa and wellness industry, the turbulence GETTING BACK TO BASICS of the current economy is producing many challenges and concerns, and a tendency to retreat and wait out the crisis. But the best strategy for success in tough times is to push forward and Whether you are enjoying busy
success in tough times is to
MEDI CAL SPAS • October 2009
management practice owners and spa
proprietors
are
operating without a full awareness of the current state of their
push forward and dare to do
client traffic in a well established business or preparing for your
It is surprising how many age medical
dare to do things differently.
grand opening, you need an 70
But the best strategy for
business. Many say they are too busy delivering services or reacting
things differently.
to day-to-day business problems to stop and apprise exactly what they www.spamanagement.com
MEDI CAL SPAS
Med Spa Planning
THE TURBULENCE OF THE CURRENT ECONOMY IS PRODUCING MANY CHALLENGES are doing. This scenario can be risky in volatile These “living documents” are meant to evolve with the business — not sit in a desk drawer — and they should
economic times.
be revisited regularly to guide future growth. The first thing you need to kick things up a notch is a current business and marketing assessment. Conducting Performing even a basic business assessment can be a a basic business evaluation is essential — it provides a daunting task, and many business owners and managers focused view of all aspects of the business — costs, use the services of a consultant to provide them with an revenue, client scheduling and flow, staff compensation, objective point of view. If you are conducting the and much more. A business assessment helps you to assessment yourself, a detailed checklist can be a helpful evaluate how well your business is currently performing tool for ensuring that you haven’t missed a key variable — what’s working, what’s not, and how you arrived at or metric. If you find that the foundation of your your current bottom line. And organizations that rely on business is solid, it’s probably time to develop a plan to solid numbers and key metrics, rather than subjective enhance or expand the business. measures such as hearsay and intuition, have the edge on financial success.
TAKE A LOOK AROUND
Answers to some fundamental questions can be One of the biggest mistakes that many aesthetic services professionals and medical spa
enlightening and provide the point of departure as you take your
Research has clearly shown
owners make is to embark on an
business to the next level of
expansion or new marketing
success.
strategy without examining what
that organizations that stick
the competition is doing.
For instance, are employees properly trained on all procedures and equipment? Are you in
with their marketing plans
Does
your
through tough economic times
website up to date? Are your
have surprising success — that
compensation plan and budget?
72
MEDI CAL SPAS • October 2009
and with what unique benefits to customers, is crucial for a successful expansion.
business and marketing plans current? What about the staff
services your competitors are currently offering, at what prices,
information technology adequately support the business today? Is your
local market and demographics. Knowing what products and
compliance with state laws and regulations?
It’s vitally important to study the
lasts long after recovery. You may want to assign someone
www.spamanagement.com
MEDI CAL SPAS
Med Spa Planning
WE HAVE A TENDENCY TO RETREAT & WAIT OUT THE CRISIS on your staff to gather information on the competition The plan that you create should be detailed and by calling, checking out their websites, and even visiting somewhat formalized in order to capture the decisions in person for treatment. Look at staff credentials, you have made and help you to measure your progress number of staff members, and fees. Study the offerings going forward. and find out how easy or difficult it is to get an appointment. You can use this information as you DO MORE MARKETING IN A RECESSION develop a plan to create a niche for your business and target a specific segment of the market.
Research has clearly shown that organizations that stick with their marketing plans through tough economic
BUILD YOUR PLAN
times have surprising success — that lasts long after recovery. A McGraw-Hill Research study showed that
Based on a synthesis of the information you have gained companies that maintained (or increased) their in your business assessment and competitor analysis, you marketing/advertising spending during the 1981-82 can begin to investigate strategies to grow or expand. If recession produced 250% more sales growth than those you are considering adding new aesthetic services or that cut back. Another study from the Kellogg School of skincare products, you will need to answer a series of Management found that organizations that advertised operational questions in order to form your plan. For aggressively during the recession following 9/11 example:
increased market share by 2 times the average. This just
•
Which product and service offerings are most
might be the best time to create an innovative new
needed in my service area?
marketing plan for your aesthetics, wellness, or medical
Which services will bring the most clients through
spa business.
•
the door — and keep them coming back? •
Which will be most profitable to deliver?
•
What is the level of investment needed to get started?
•
FIND YOUR NICHE, BUILD YOUR BRAND Competition is expanding, so if you want to grow you’ll
Will I need to hire new staff or provide training for need to designate your target market and find your niche the new product/service area?
among competitors in your area. Then you can begin to
•
Will staff compensation plans change?
formulate your own “unique selling proposition” —
•
How do I establish a pricing structure for the new
defining what sets you apart from the crowd. This
services?
understanding will help you to establish a brand image that is easily recognizable and unique to you. Presenting
Based on your answers, a direction will begin to take that brand consistently through all of your marketing shape and you can create your action plan and budget. and promotions is the key to success.
74
MEDI CAL SPAS • October 2009
www.spamanagement.com
ADVERTORIAL VITAMINS C AND E: A DYNAMIC DUO AGAINST PHOTOAGING
A recent report by L. Packer featured in the Skin Care Forum describes the effects of vitamin C with vitamin E in defending the skin against photoaging. A well-known phenomenon is how sun exposure (photoaging) results in skin's aging and how ultraviolet (UV) rays and infrared (IR) radiation accelerate the aging process. Exposure to ultraviolet rays leads to the formation of free radicals, which are highly reactive molecules. However, the damaging effects of UV may be lessened by antioxidants in the skin, such as the lipid-soluble vitamin E and the water-soluble vitamin C. If these antioxidants are replenished, they implement a first line of defense against damage to the DNA, proteins and other molecules in the skin. Vitamin E traps free radicals in the skin cells that are thought to damage the cell membrane, the DNA in the cell nucleus and the collagen fibers responsible for the tightness of the skin. Stored in the cell membrane, vitamin E takes away, figuratively, the "point" of the molecule, thus diminishing its damaging potential and effects. Vitamin C then removes the "point" from the vitamin E and releases it again. Vitamin C and vitamin E interact and constitute an interplay between water-soluble and lipid-soluble antioxidants in protecting against free radical damage.
Information: Hale Cosmeceuticals 1 800-951-7005 www.halecosmeceuticals.com www.spamanagement.com
MEDI CAL SPAS â&#x20AC;˘ October 2009
MEDI CAL SPAS
Advertorial
MEDI CAL SPAS
Med Spa Planning
THE BEST STRATEGY FOR SUCCESS IN TOUGH TIMES IS TO PUSH FORWARD are some creative, effective strategies you can include in
PLAN THE CAMPAIGN
your marketing plan that won’t break the bank: Whatever you do, don’t try to launch a marketing • Hold an open house or “grand re-opening” — campaign without a rock-solid marketing strategy, plan, providing punch and cookies and a tour of the office is a and budget. This process begins and ends with realistic, great way to bring in curious new clientele. Promoting measurable, and aggressive goals for your business, the event is fairly simple and the whole affair requires a starting with the basics and working through all the small investment. details. Take the time to evaluate what you want to achieve, and what you want your business to look like one • Networking — your business associates and colleagues year from now and five years from now. Plan backward are a great source of new clients and referrals. Join forces to outline the steps you’ll need to take to get there. You with complementary businesses in your area such as will also need to create a 12-month budget for plastic surgery practices and health clubs, and develop an marketing activities, specifying the amount you want to incentive program that includes a discounted rate for allocate
each
month.
employees who refer clients to you.
The
marketing plan and budget are
One of the biggest mistakes • Hold an educational seminar —
living, breathing documents — they are supposed to evolve and change over time, and as you learn
that many aesthetic services
designing
a
truly
professionals and medical spa
track your investment.
to you. Pick a topic and present a polished seminar — and be sure to
effective
marketing plan that helps you
help create excitement about your services and bring potential clients
what works best for you in your market. There’s a science to
low-cost, high-impact events can
owners make is to embark on
offer value-added services to encourage immediate bookings. Remember that your greatest
an expansion or new
DO MORE WITH WHAT
mouth
YOU HAVE Investing
in
promotional assets are word-of-
marketing
and
marketing strategy without examining what the
great
customer service.
recommend you to friends and family — especially if you make a
campaign has to be expensive. Once you’ve established your
and
Truly satisfied customers will
advertising in a recession is smart business. But not every marketing
marketing
competition is doing.
point of asking them to do so.
brand and know your niche, here 76
MEDI CAL SPAS • October 2009
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MEDI CAL SPAS
Med Spa Planning
DARE TO DO THINGS DIFFERENTLY SPEND ONLY WHERE YOU’LL GET RESULTS BE SMART WITH ADVERTISING Plan carefully how and where to spend your marketing When it comes time to develop advertisements and dollars — during a recession and always. The most collateral materials such as brochures and flyers, brilliantly designed advertising campaign for print remember that graphic design combines both art and media, Internet, TV, or radio will do no good whatsoever science. In order to be effective, you need to consistently if it misses your target market. And remember that the present your brand image and focus on what sets you way people get their information is changing rapidly. apart from your competition. Be sure to include a Direct-to-consumer and Internet/mobile marketing are compelling incentive for people to call, such as a coupon the future of the industry, and there are a host of new or special promotion that will prompt a response now, rather than three months from now. And always provide
tools and services available to help you.
E-mail marketing has become an incredibly accurate a means of tracking the effectiveness of the ad and effective method of reaching just those people who campaign—a direct response so you can measure the are interested in your services — but you get what you return on your advertising investment in dollars and pay for. Beware of buying “rented lists” that are not clean cents. and verified. Alienating potential clients with e-mail “spam” is never part of a successful marketing plan. A KICKING IT UP A NOTCH few new database/marketing firms are able to deliver complete, accurate e-mail lists that target potential There are lots of ways to “hunker down” through a clients who have already “opted in” to receiving e-mail recession. If business is slower, use the time to evaluate advertising. The databases are customizable to reach business and marketing plans — and take a close look at people in your area based on very specific attributes such operations. There may be ways to cut the fat, and that as age, gender, household income, and self-identified never hurts. interests such as diet/weight control, exercise, aging, skin But aesthetic services directors and medical spa owners care, or other health issues. One of the benefits of using who are not afraid to think creatively and “kick it up a this method is the ability to obtain almost instant notch” have a great chance for success, even in a slowing feedback and results of your efforts. One such company economy. The secret of success in tough times is the is ProMarkAd, which has a database of more than 100 ability to think creatively. million potential customer contacts divided by over 100 behavioral categories — most by e-mail and many Expanding a business, adding new products or services, through mobile phone access. For more information, or launching an exciting new marketing campaign can contact
Corey
at
www.ProMarkAd.com.
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MEDI CAL SPAS • October 2009
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SPA MANAGEMENT
SPA TRAINING
THE ANNUAL BUDGETING IS NOW
Proving Training’s John Ely is senior vice president of marketing for Signature Worldwide, a training and business solutions company dedicated to helping clients create legendary experiences for their customers. Ely is responsible for developing, implementing and evaluating strategic marketing and corporate growth plans, and has more than 16 years of industrial and consumer marketing experience.
Worth in the Annual Budget By JOHN ELY, Senior Vice President of Marketing, Signature Worldwide
For more information, call (800) 398-0518 or visit www.signatureworldwide.com For more from Ely, visit his blog, www. OnceUponACustomerExperience .com
As
I write this, my annual budgeting time is quickly approaching. I find myself apprehensive about the process of determining how to spend my limited resources in a way that provides the biggest “bang for my buck.” I often struggle with defining what is just an expense versus what is a true investment. If I’ve done my homework right, then all of my expenses really should be investments in my company’s future. But how do you know when you’re spending money with a provable return? A few years back, I was planning my annual corporate budget, and I had nearly $200,000 to convert warehouse space into a training room. On
the surface, it looked like a huge expense with little provable return. But after an investigation, we realized that it would be money well spent. Here’s how we came to that conclusion: As a company, we were spending a lot of money on training (safety, sales, customer service, compliance, etc.). We also had a lot of money going out for travel and other outsourced training expenses. We had a large workforce spread across five facilities in Northern California. Most training initiatives required our administrative team to manage the logistics of scheduling the appropriate employees for the sessions and finding meeting space, hotels, travel, etc. In addition, most of the sessions were held in meeting centers and incurred additional expenses for meeting tools (projectors,
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SPA TRAINING
WHAT IS AN EXPENSE VS TRUE INVESTMENT podiums, microphones, computers…and much more). When we did the math, we realized that we were spending close to $70,000 per year on these costs alone. That doesn’t include the time that our administrative team was working on these problems instead of serving our clients. With this knowledge, we knew that in just three or four years, the training room would more than pay for itself. Logistics were simplified by utilizing company meetings to schedule training times and using one local hotel for all incoming visitors. What we didn’t realize at the time was that we could also rent the space (we became the outsourced meeting room for other local businesses), and that the employees viewed this as an investment in our workforce! Over time, we decreased expenses, improved employee morale and built a very cool training room tailored to our needs. Budgeting for training at a spa has the same inherent issues. How do I plan? How do I budget? How do I show a return? We all know training works, and we all believe in extensive training, right? Would you let a doctor operate on you who had only few years training? Of course not…neither would the state medical board! The first step is to properly define all the training elements. PLANNING AND BUDGETING Start by outlining all training that is required and requested. It’s best to separate the training into practical elements: • Assessment of the business issue(s) – Determine what gaps in knowledge your spa has and prioritize them.
• Design of the training and materials – If you have an internal training and development department, great. If you’re like most spas, you’ll need to rely on outsourced instructional design experts or companies that offer full-service training programs. • Delivery of the materials and classes – Today we have a myriad of ways to deliver messages, instructor-led classroom training, online training (synchronous and asynchronous), podcasts, webinars, etc. What is best? I serve as a professor at a local university, and we’ve found that a blended approach of instructor-led and online resources works best for retention and behavioral change. • Reinforcement of the training – This is often overlooked, but I like to use my piano logic. If I were simply going to teach you what a piano looks like, you’ll probably need only one lesson. If I’m going to teach you to play the piano, you’ll need constant reinforcement and evaluation to gauge progress and plan future lessons. • Measurement of training – Here’s where the ROI comes in to play. If I have a measurement system in place, I can show value on my training. A recent measurement of one of my client’s programs showed that in the first two quarters of 2008, participating locations on my sales training program increased revenues by four percent. Those not on the program decreased by almost three percent for a seven percent difference! The task of designing and delivering training internally may be overwhelming, and you might not have the resources you need, but most training firms will work with you to help outline training while staying within a budget.
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SPA TRAINING
HOW DO YOU KNOW YOU’RE SPENDING MONEY WITH A PROVABLE RETURN? Training programs can include but are not limited to, internal training, outsourced training, college and college equivalent courses, compliance and certifications training, mentoring programs, coaching sessions, seminars and workshops. Be sure to plan for all when appropriating budget dollars. SHOWING A RETURN The cold, hard facts are that most managers, directors and executives need to show a return on their budgeted expenses. Training ROI may seem elusive, but good measurement techniques are paramount to showing how much of an impact your training programs have on your spa. Some training is easier to show a return on than others. I mentioned sales training earlier. For salesbased programs, it can be as simple as tracking revenue, close rates, lead generation, sales cycles and profitability. Other training, such as certification or compliance, may mean you simply keep your licenses and ability to legally do business. Customer service/experience training has a reputation for being difficult to measure, but there are many methods to capture that data as well. First, start the end in mind. What are your customer service goals, and what is your spa trying to accomplish with customer service and/or experience training? Are you looking for more repeat visits? More treatments per visit (upsells)? Increased employee retention and/or morale? Define what your ultimate customer experiences are, and structure the measurement around those goals. A mystery shopping program is a great way to measure the effectiveness of customer experience training. A mystery shopper acts as a client (or potential client) and records the experience in
accordance with a pre-determined list of objectives. Customer comment cards/surveys are also an effective way to measure service skills training. Many firms are switching to an online mechanism for capturing comment card data, which makes the data easier to administer and analyze. Customer emotions play a huge role in the experience. In fact, some say the “experience” is all emotions. Some emotions spa customers report include feelings of contentment, being pampered, relaxed, secure, feeling important, inspired or respected. Along those lines, they also report that the spa environment may be comfortable, welcoming, entertaining, extravagant, hip and cool, elegant or sophisticated. Wouldn’t it make sense to add these emotional questions to your surveys? Recent statistics show that customer experience training really does make a business impact, especially in tight economic times when you are trying to position your spa against the competition. There might not be huge capital available for renovations or expansion, but you can ensure your employees are providing your customers with legendary service. A recent Harvard Business Review article by Frederick Reichheld (HBR July/August 2008) states that just a five percent increase in a customer loyalty measurement can equate to 25-85 percent higher profitability! Training also increases morale, decreases turnover and helps develop stronger relationships with your clients, all which provide a significant return on the training dollar. Whether your staff is five or 500, planning and budgeting for their development can pay huge dividends. You may justify $200,000 for a new training room or $20,000 for a service training program. Either way, by designing good measurement techniques, you’ll greatly increase the likelihood of showing a valuable return. ■
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PCA EDUCATION
OCTOBER, 2009 Skin Biology & Chemical Peel Seminar
*Advanced Treatment Technologies on the following day 10.02.09 Manhattan, NY * 10.04.09 San Francisco, CA *
10.05.09 Anchorage, AK 10.05.09 La Guardia, NY 10.11.09 Chicago, IL 10.12.09 Scottsdale, AZ 10.17.09 Nashville, TN 10.18.09 Cincinnati, OH 10.19.09 Kansas City, MO 10.19.09 Los Angeles, CA 10.23.09 Atlanta, GA * 10.25.09 Chattanooga, TN (professionals and students) 10.26.09 Albuquerque, NM 10.26.09 Falls Church, VA
OCTOBER, 2009 Skin Biology & Chemical Peel Seminar (Students)
10.04.09 West Palm Beach, FL 10.05.09 Scottsdale, AZ 10.11.09 San Diego, CA 10.18.09 Los Angeles, CA 10.25.09 Orlando, FL 10.25.09 Albuquerque, NM 10.25.09 Chattanooga, TN (professionals and students)
OCTOBER, 2009 Advanced Treatment Technologies Seminar 10.03.09 Manhattan, NY 10.05.09 San Francisco, CA 10.24.09 Atlanta, GA
OCTOBER, 2009 Seminario de Biología de la Piel y Peeling Químico (Spanish language)
OCTOBER, 2009 Ingredient & Daily Care Product Knowledge Seminar 10.20.09 Miami, FL – SPANISH 10.25.09 Falls Church, VA
Tel: 877.PCA.SKIN [722-7546] • Fax: 480-946-5690 • PCASKIN.COM HOLIDAY GIFTS BY PEVONIA BOTANICA SKINCARE Featuring Your Skincare Solution Collection With the year winding down, so are everyone’s savings accounts. Pevonia Botanica offers a no-stress way to boost sales this holiday season with gifts that are both elegant and budget-friendly, featuring Your Skincare Solution Collection. Pevonia’s Your Skincare Solution Collection is complimented by a simply luxurious holiday gift bag with a decadent bow (white and silver, silver and white). The entire collection consists of nine packs — Dry Skin, Sensitive Skin, Combination Skin, Eye Care, Rosacea Skin, Power Repair, Spa-At-Home Essentials, Safe Sun Face & Body, and Spa Travel Essentials — all packaged in a colorful box that includes a free, washable skincare pouch. And with holiday trips right around the corner, guests will appreciate that all products are airtravel 3-1-1 carry-on approved. There is something for everyone in this result-driven collection to give your guests clear, radiant skin…anytime, wherever they go. Available in large and small gift bags. Pevonia.com, 800-Pevonia 86 SPA MANAGEMENT • OCTOBER 09
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KUROTEL OPENS KUR WATER STATION AND SPA – Award winning Longevity Center and Spa opens its first Day Spa facility dedicated to water therapies and health & beauty services The award winning Kurotel Longevity Center and Spa has opened a state-of-the-art Day Spa facility dedicated to water therapies and health & beauty services: Kur Water Station and Spa. Returning to the true meaning of spa, "sanitas per aquas," Latin for "healing by waters," treatments and services incorporate the principles of hydrating the body to promote wellness and renewal. The 14,165-square-foot, $2.22m facility houses a pool plus 18 wet treatment rooms (for water and mud therapies) in the first floor. The second floor boasts a further 18 treatment rooms as well as a relaxation area. A range of beauty and medical treatments are offered as well as dermatological and nutritional consultations. Treatments use the company‚s own product line, Kur Cosmetics. A bistro with healthy and functional meals is also available. According to Kurotel directors, Neusa and Luis Carlos Silveira, “Kur Water Station and Spa was designed to benefit guests of all fitness levels. Water therapies can increase balance, coordination, stability, muscular strength and flexibility while protecting joints from strain or injury." The center also features an array of rejuvenating spa and body treatments, hair therapy, facials and masks, hands and feet treatments, boasting cutting-edge equipments. The Spa also features fully equipped consulting rooms, single and double treatment rooms, relaxation rooms, physicians, aestheticians, dermatologists and beauty therapists. About Kurotel - Longevity Center and Spa Founded by Dr. Luis Carlos Silveira and his wife Neusa, Kurotel celebrates its 27th anniversary still supporting its mission of helping people to achieve better health and a more fulfilling life. Kurotel has become a worldwide reference in its segment by using the latest techniques in predictive and preventive medicine. Part pampering spa and part state-of-the-art medical center, the Kurotel has established a mark of excellence by achieving top honors in spa and travel awards. Additional information can be found at www.kurotel.com.br
PROFESSIONAL PROGRAM INSURANCE BROKERAGE OF NOVATO, CA has announced the latest enhancements to their massage program. There is now an option to write the professional and general liability on an occurrence form. Sexual abuse coverage can be written with limits up to $1,000,000. Hot Stone massage can be included subject to a $2,500 per claim deductible. Coverage can be purchased for individuals, salons and national chains. The program is available in all 50 states and DC. The policy packages the full general and professional liability with the option to include property in every state excluding MS & AK. For more information visit their website www.tattoo-ins.com or call 415-475-4300. 87 www.spamanagement.com
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SPA MANAGEMENT
QOSMEDIX GOES PINK Breast Cancer Awareness Items In recognition of Breast Cancer Awareness, Qosmedix has increased its inventory to include a variety of pink products that can be used as promotional items or for retail sale during the month of October, and year-round. The vast category includes packaging and spa/salon items including, but not limited to, brushes, manicure tools, jars, sponges, tweezers and organza bags. Many of these stock items can be purchased at conveniently low minimums. They can also be personalized with your company logo to further promote the cause along with your brand. To help support breast cancer awareness, Qosmedix will donate 10% of sales from its pink product line to the Carol M. Baldwin Breast Cancer Research Fund through July 31, 2010. To see all qualifying Qosmedix pink items visit www.qosmedix.com/pink
THE NEW SPERIENCE NATURE FROM GERMAINE DE CAPUCCINI has been inspired by the Mediterranean, a region defined as the land of tranquillity, symbol of life and wealth. Let your guests feel the Mediterranean through the sensuality and the exquisiteness of the new range of products like the ESSENCE OF THE MEDITERRANEAN SCRUB (Herbal Body Exfoliant) with Argan shell, olive stones, grape seeds Olive, and orange blossom water; ESSENCE OF THE MEDITERRANEAN BODY WRAP (Mint and Aloe Vera Body Mask) with Aloe Vera, Aromatic Mint Water, essential and natural oils from lemon, cypress, olive, and grape seeds; ESSENCE OF THE MEDITERRANEAN CANDLELIGHT (Body Massage Candle) with Seductive butters of lavender, mandarin and salt and palm wax; and HARMONY SUBLIME STONES (Self-Heating Stones Powder) which when Mixed with water, the therapist mould the stones and after a reaction thanks to its volcanic ingredients, they emit a pleasant heat when in contact with the body. For more information, please call 800.968.5925 (West), 800.842.9922 (Northeast and Midwest), 888.477.1477 (Southeast), and visit www.germaine-de-capuccini.us 88 SPA MANAGEMENT â&#x20AC;˘ OCTOBER 09
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DAY SPA EXPO ANNOUNCES 2010 BUSINESS FORUM March 13 to 15, 2010 At The Las Vegas Convention Center Hannelore Leavy, Executive Director of the Day Spa Association and the International Medical Spa Association announces that the DSA and IMSA have again been selected to provide the educational component for Bentley International Group’s Day Spa Expo & Business Forum to be held at the Las Vegas Convention Center over the weekend of March 13 to 15, 2010 for spa owners, managers and professionals. Exhibitors and attendees are expected from across the globe. DSA & IMSA chapters from Asia, Europe, Central and South America and the Middle East are encouraged to bring a delegation of their members to attend. The Day Spa Expo is all about serious business. You will be updated on all of the latest trends, techniques, equipment and business strategies. For more information and to register for the 2010 Day Spa Expo, contact the Bentley International Group at 800-859-9247, 702-893-9090 or visit www.dayspaexpo.com MARINE AGENCY INSURANCE PROMOTES CHARLES STEVENS TO VICE PRESIDENT Marine Agency Insurance, a full-service insurance provider, announces the promotion of R. Charles “Charlie” Stevens, II, CISR, to Vice President. He will continue to oversee the general operations of the firm. “Charlie has been a key part of our success, and we are pleased to have him begin to assume the helm of the firm,” says Darryl Stevens, President of Marine Agency. Charlie Stevens, 34, joined the firm in 1996 in outside sales and as a customer service representative. In 2004 he moved into a management position overseeing the specialty insurance programs. He received a bachelors degree in business administration, with a concentration on marketing, from Rider University in Lawrenceville New Jersey. He also holds the Certified Insurance Service Representative designation, awarded by The National Alliance for Insurance Education and Research. He is married and, with his wife Dawn, have a ten-year-old daughter. Marine Agency Insurance, founded in 1922, specializes in insuring the cosmetic, salon and spa industry including firms that offer electrolysis, tattooing and beauty treatments all over the country. Additionally they serve the New Jersey consumer and business community writing all lines of policies. “I am looking forward to continuing Marine Agency’s long-standing commitment to our customers,” says Charlie. The firm can be reached at www.marineagency.com or by calling 800-763-4775 89 www.spamanagement.com
OCTOBER 09 • SPA MANAGEMENT