DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
Issue link: https://dayspamagazine.epubxp.com/i/210402
BUILDING BLOCKS T Insider Information ime for work—yet take much holiday for art's and friendship's sake. " —GEORGE JAMES DE WILDE, ENGLISH POET, 1804-1871 Retail Superstar The star: Stemulation Facial Serum The spa: Etheria Salon & Spa, Houston Why it flies off the shelves:"We've seen amazing results with this LUISA DOSSI product. The serum really does visibly improve the elasticity, texture and overall vibrancy of the skin," says Luisa Dossi, M.S., founding partner of the spa. "Not only that, it creates the 'wow' effect, as in, 'Wow, what are you doing, your skin looks great!'" How it is promoted: "We use all forms of social media to 'sell' the serum. In house, I promote a new product by using it on my own skin and sharing the results with my clients after I've brought in the line. With this serum, an interesting thing happened: I didn't tell my clients I was testing a new line, but they began asking me what I was using because they saw such an improvement in my skin! For new clients, I've been incorporating the product into their facial, and giving them a sample and brochure to take home and continue their treatment. They invariably call back and ask me to hold a box for their next visit!" 36 DAYSPA | DECEMBER 2013 The most useful type of business books are those written by people who have "walked the talk." One such person is Adrienne Memmoli (adrienne memmoli.com), who has spent more than 20 years managing upscale spas and salons, and also launched her own Elite Skincare Concepts line this year (signature product: D'va Du Elite Moisture Serum). Memmoli recently published her first book, Guide to Spa Success: An Essential Manual for Spa Directors, Salon Managers and Owners In the Beauty Industry, available on Amazon.com. Aimed at business owners seeking to increase foot traffic and drive retail sales in creative ways, it's written from a personal perspective, with anecdotes drawn from Memmoli's own experiences. Topics include branding, marketing and private labeling, with actionable advice such as the following: • Really get to know and understand your client base by noting when they travel, what other spas they covet, and their lifestyle. • Expand your "staff" to include vendors: make them your closest allies, and offer them a complimentary service from time to time. • Don't underestimate the value of your younger customers: kids' birthday parties are increasingly being hosted at spas, and a growing number of spas are offering dedicated children's service menus. There's also a fun month-by-month list of ideas for promotions, such as a St Patrick's Day Special in March—Blarney Stone Massage, anyone?— plus ideas on how to spread the word about them.