Dayspa

JUL 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.

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24 DAYSPA | JULY 2014 BUILDING BLOCKS The pro: Her tools: 1. Be unique. "Create a signature treatment and run with it," says White. "Ours is ménage à spa, which allows our clients to experience a face, hand and foot treatment simultaneously. As far as we're aware, there are no other spas in the Cape Cod area that offer this kind of service. People here want to go to the beach, and this concept allows them to get all their services together, without sacrifi cing their time." 2. Stick to your strengths. "We are strictly spa," explains White. "We know that when it comes to professional spa treatments we deliver, and we don't try to offer services or products beyond that. Focusing on being an upscale business that offers solely spa services means that clients can anticipate quality with each and every massage, facial and spa treatment." 3. Listen to clients. "For every client who walks in our door, we make sure to keep our ears open and listen to what they have to say in terms of their needs, wants and expectations," notes White. "If I don't know the answer to something, I always follow up with the Repêchage support team and get back to the client. Also, if people come in via our website we give them a discount on their second, third and fourth treatments, plus 15% off retail, as well as a sample. We also send them a handwritten thank-you card. We track all of this too." KELLY WHITE Kelly White, owner, Body Sense Day Spa, Hyannis, Massachusetts PRO TOOLS The star: Naturopathica Argan & Peptide Wrinkle Repair Eye Cream The spa: The Lodge at Woodloch, Hawley, Pennsylvania Why it fl ies off the shelves: "We introduced our guests to Naturopathica's Wrinkle Repair line a few months ago and we've been hearing great feedback," says spa director Nancy Deaton. "It helps address concerns all women have: fi ne lines, wrinkles, puffi ness and dark circles—who wouldn't love a product that does all that?! I also think guests are drawn to it because two key ingredients are peptides and plant stem cells, both of which are powerhouses in the world of age defense. Our guests are very aware of what goes into skincare products, and they're increasingly looking for more natural ingredients." How it's promoted: "This product practically sells itself!" raves Deaton. "But we do our part too: we have incorporated it into our Natural Lift Facial and our estheticians consistently recommend it to clients for at-home care. In addition, we utilize the promotional product cards that Naturopathica provides us with as a way to introduce this new line to guests in our retail boutique. And we'll be using the product in one of our complimentary mini-treatments that we offer during our upcoming beauty weekend, where we invite guests to experience different brands." Retail Superstar NANC Y DEATON What does a beauty professional do when she can't fi nd a suitable reference manual? Write her own, of course! These days, Ruth Windsor is an esthetician, certifi ed refl exologist, reiki practitioner and licensed nail technician, but back in her training days she was shocked at the lack of written material for aspiring pedicurists. To fi ll the gap, she penned her fi rst book, about how to create and promote must-have pedicure services, in 2009. Now the owner of Angelic Beauty Works in Dearborn Heights, Michigan, Windsor continues to educate salon owners and consumers about sanitary salon practices. Her latest publication, Keeping Your Guest Safe: Do You Have A Safe Salon? (CreateSpace, 2013), which has a consumer companion, is packed with useful information on how to clean, disinfect and sterilize pedicure tools, how to ensure technicians are following State Board protocols and more. It lays out the worst-case scenarios that can result from poor pedicure practices, including the risk of contracting MRSA (methicillin- resistant Staphylococcus aureus). States Windsor, "It's time for consumers to educate themselves and know what to look for—and it's time for professionals to step up their protocols too." The book is available on Amazon .com or via the salon's website (angelicbeautyworks.com). Step up Your Game © ISTOCKPHOTO.COM B u i l d i n g B l o c k s . i n d d 2 4 Building Blocks.indd 24 6 / 3 / 1 4 1 1 : 2 7 A M 6/3/14 11:27 AM

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