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PRO TOOLS The pro: Jennifer Knight, spa director, The Spa at Pier House, Key West, Florida Her tools: 1. Rewarding good behavior: "Because we're Key JENNIFER KNIGHT West's only full-service spa, we're developing a concierge incentive program, Spa Bucks, designed to generate sales while showing appreciation for the support of local hotel and resort concierges," says Knight. "Every time a concierge refers a guest to our spa, we reward them with $5 in Spa Bucks, which can be used toward any treatment here. As a result of the program, we're able to build strong relationships with the concierges, ensuring they provide the best recommendations to their guests while increasing awareness and revenue for our spa. And they get to beneﬁt too. It's a win-win situation!" 2. Taking it outside. "We're located in the heart of Key West, with a private white-sand beach, so we really want to take advantage of our surroundings and attributes," Proﬁting from Privacy Wondering if private-label products are right for your business? Consider the benefits. Not only can they help bolster brand recognition, but they can drive retail profits too. Universal Companies' private label (dubbed UPL) amenities cover all bases, from back bar to retail area via the treatment room. The products—body wash, body lotion, shampoo, conditioner and more—are available in three scents. Package options range from apothecary to vintage to nautical to modern, providing plenty of scope for branding; customers can request minor modifications on the designs in the catalog, supply their own designs, or have UPL's team create one from scratch. Says Universal Companies CEO Brenda Elliott, "From design to products to scent, the possibilities arising from UPL are almost limitless. But the result will always be a spa's signature brand and increased profit for its business." Find out more at universalcompanies.com. Knight adds. "We're about to start offering some services outdoors with a new ﬁtness program encouraging health and wellness in a natural environment. Classes include yoga and Pilates on the beach, water aerobics and water yoga, all taught by certiﬁed instructors. We're also offering special sunset and sunrise classes that make the most of our location." 3. Social service. "Our goal is to connect with each of our guests and provide exceptional customer service," explains Knight. "With the prevalence of social media today, it's not only important to utilize such tools to make those connections, but it's easy. Facebook, Twitter, Instagram and others allow us to engage with our spa clients on a continual basis. We're able to introduce new products, help resort guests plan their trips and build our reputation through brand messaging. In turn, our social media channels enable our clients to give us important feedback that we can use to enhance the guest experience." The Skin They're In Want to get under your clients' skin in a good way? MySkin recently launched the dermograph (a trademarked device), the world's first transdermal skin analysis system, developed by a team with a robust science background, including a plastic surgeon, dermatologist and nano-physicist. The system comprises an integrated touchscreen computer and an easy-to-use, hand-held device that measures skin health. The process is simple: estheticians hold the device up to the client's cheek and forehead. It looks beneath the surface of skin using visible light (as opposed to ultraviolet or infrared) and interacts with various tissue structures such as oil glands, collagen and elastin to measure characteristics such as moisture level, firmness, luminosity, texture and pigmentation. MySkin's algorithms then analyze the images and display the readings on an iPad or computer, enabling the esthetician to discuss them directly with the client. Not only does dermograph provide a detailed skin analysis, but it also matches the client's skin to products or treatments from the spa's inventory. Over time, using the tracking feature, clients can monitor their skin's changes and progress, while the esthetician can tweak recommendations and help build brand loyalty. Further details can be found at dermograph.com. dayspamagazine.com | JANUARY 2014 35