AUG 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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66 DAYSPA | AUGUST 2016 BUILDING BLOCKS All spa pros recognize the importance of continuing education, but when it comes to management, marketing and customer service, a little extra reading goes a long way. Here are two resources for owners or managers striving to upgrade their marketing and customer service skills—and stand out among their competitors. • Get Scrappy: Smarter Digital Marketing for Businesses Big and Small by Nick Westergaard (AMACOM Books, 2016). Chief brand strategist at Brand Driven Digital, Westergaard offers readers concrete digital marketing advice for building a company, complete with detailed examples. Topics covered include putting together a marketing strategy that makes sense for your business, creating engaging social media content and tips for measuring your success. • Win the Customer: 70 Simple Rules for Sensational Service by Flavio Martins (AMACOM Books, 2015). This expert advice is presented as a straightforward list of rules—each its own short chapter—that can be implemented on a daily basis. Applicable to both leaders and employees, guidelines include "Create the Right Culture for Service," "Really Get to Know Your Customers," "Learn How to Earn Your Customer's Loyalty" and "Shift from Reactive to Proactive Service." Looking to customize facial services to clients' specifi c skin concerns, and allow them to take part of their spa experience home with them? Lace Your Face sheet masks from Dermovia are one solution that lets your staff do just that. Made with LaceTex Technology, a biodegradable stretch-cotton fabric that looks like lace and acts like gauze, the masks are breathable and able to retain moisture. Eight masks, including Calming Chamomile, Brightening Bearberry and Healing Yogurt Milk, treat a variety of skin concerns. Each mask is infused with a targeted formulation that lasts for two uses, and can be secured around the ears and chin so the wearer doesn't necessarily have to lay fl at. These masks should typically be applied toward the end of a facial, as they lock in hydration and help actives penetrate deeper into skin, advises Anita Sun, Dermovia cofounder and CEO, and medical esthetician. "Pros can also perform other treatments, such as light therapy or microcurrent sessions, over the fabric while a client is wearing a mask. Or, they can soothe skin and balance pH levels after more aggressive procedures, such as microdermabrasion, chemical peels or microneedling," she adds. Post-treatment, clients can take their mask home and use it again; after that, they can purchase additional masks in spas' retail areas. Draped in Lace BOTTOM: © GETTY IMAGES Book Nook The pro: Bailey Polifka, spa manager, Spa Atlantis, Reno, Nevada Her tools: 1. Support the team. "Over the years, we've built a team of professionals who work well together. We regularly offer them treatments and product samples, so they're better able to recommend and sell to guests," says Polifka. "We provide training for new treatments, and consistently bring in industry specialists to ensure that our therapists receive top-notch continuing education." 2. Do your homework. "The spa isn't just for pampering; it's a space for health and wellness too. We do careful research before implementing any new product line," says the spa manager. "We test them for allergens, touch and fi nish, and ensure that they have lasting, noticeable results. Products have to live up to their claims and deliver what they promise, or else we just won't stock them." 3. Stay up to date. "We read a lot of spa magazines to remain current and aware of trends; we want to ensure that our services are cutting edge and meeting demand," explains Polifka. "Our spa is known for unique services, such as the Pantai Lunar full-body treatment: It takes place on a traditional, heated Hammam wet table and features massage using handmade sachets fi lled with lime, coconut and nut shells, which are dipped in a warmed Eastern Asian oil to stimulate exfoliation. We take pride in offering treatments that aren't otherwise available in and around Reno, and as a result, guests actively seek us out." BAI LEY PO LIF KA PRO TOOLS

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