Dayspa

APR 2014

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/283361

Contents of this Issue

Navigation

Page 43 of 124

dayspamagazine.com | APRIL 2014 41 "Skin brightening" seems to be at the top of many facial clients' wish lists these days, and having a well-branded and easily promotable facial protocol that delivers a visible brightening effect is a great way to encourage regular spa visits. Fortunately, these days more skincare manufacturers are making it easier by creating "turn- key" treatments that emphasize the brightening component. One example is the 5D from Paris facial protocol from Provence Cosmetics (suggested time/price, 75 min./$125). The treatment features seven steps using the company's products, as well as a homecare prescription to maintain skin between monthly visits. "This treatment brings an effi cient answer to skin aging," says company founder Flora Vergnolle. "In less than 24 hours clients notice how their skin appears younger, brighter and more radiant," she adds. For further details, visit provencecosmetics.com. PRO TOOLS The pro: Lori Dodd, owner, Dream Spa & Salon, Westport and Greenwich, Connecticut Her tools: 1. The three Rs! "At Dream Spa they are 'Relax, Rebook and Receive,' explains Dodd. "I post little signs throughout the spa telling customers that if they rebook on that day for a future appointment within 30 days they get 10% off that next appointment. When you want your book to stay full you need to rebook clients as much as possible, and that means reminding them of the rewards for doing so." 2. Group gains. "There's a dedicated person—me!—who handles our group bookings," notes Dodd. "The fi rst thing these clients say is, 'What discount will you be giving us?' I tell them we don't discount for group bookings. It takes quite an effort to coordinate these events, yet spa owners feel pressured into offering discounts. At our Westport location, turning over our lounge to these large parties works out well because they're effectively using all the treatment rooms while they're here. As a gift, we serve complimentary 'schnibbles'— it costs me about $25 for a bottle of prosecco and some nice cheese, fruit and crackers, and I set it up myself." 3. Working the book. "Wiggle and jiggle it! Never say no to a client—fi nd a way to make it happen!" says Dodd. "I never hesitate to ask a client to move her appointment by 15 or 30 minutes if it means we can accommodate more business. Work your wait list too: there are last-minute cancellations every day and if you don't have an active wait list that time and money are lost forever! We also send a 'daily deals' email blast offering early appointment times the next morning at a slight discount. Some revenue is better than none!" L ORI DODD There's no better time than Earth Month to take stock of how green your business is, and conservation should be at the top of the list. Many salon and spa owners simply aren't aware of how much energy is consumed—and how much money is spent—in the laundering process alone. And while residential washers and dryers tend to cost less than their commercial counterparts, they aren't made for continual use and may need replacing every year. One option in commercial appliances is Miele Professional, whose washers and dryers are designed with long-term economic benefi ts for salon and spa owners in mind. The durable and hardworking German- engineered machines ensure improved workfl ow and reduced costs, based on higher operating speeds and temperatures. The Little Giant and Octoplus models, whose washers and dryers work in tandem, include features and benefi ts such as: washer bearings that last at least 25,000 operating hours; the highest spin speeds of any washer on the market; extra-large lint fi lters in the dryer that allow for up to 16 loads to be dried without cleaning; and residual moisture sensors that detect when the load is dry and turn the machine off automatically. For more information, visit miele-pro.com. Bright Idea A New Spin B u i l d i n g B l o c k s 4 1 4 . i n d d 4 1 Building Blocks 414.indd 41 3 / 7 / 1 4 9 : 4 7 A M 3/7/14 9:47 AM

Articles in this issue

Links on this page

Archives of this issue

view archives of Dayspa - APR 2014