FEB 2019

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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Page 9 of 67

8 @dayspamagazine • Februar y 2019 WHENEVER I ASK SPA PROS WHAT THEY WANT TO LEARN MORE ABOUT, the most common responses have to do with marketing. With so much confl icting advice fl ying around, not to mention the constantly evolving state of social media, it can be diffi cult to fi gure out what does and doesn't work. The other catch, of course, is that each demographic prefers specifi c approaches—and different types of services as well. To help clear up the confusion, our "Talking 'Bout Their Generations" feature on page 48 is a guide to what each age group—from baby boomers to generation Z—seeks most from a spa visit, and how you can maximize your marketing efforts to pique their interest. In the same vein, one smart way to customize the client experience and boost retention (and revenue!) is with add-ons; this month's Profi t Center (page 40) covers just that with some simple but effective upselling strategies. We also take a deep dive into several broader trends currently appealing to spa-goers: In Focus on page 24 explores mushroom, an increasingly sought- after skincare ingredient thanks to its long list of beautifying benefi ts, and Editors' Picks on page 18 showcases the latest makeup offerings for the spring season. Finally, our "Power to the Peptides" feature (page 52) looks at the continuing appeal of these antiaging powerhouses, how they fi t into the spa setting and what we can expect to see from them in the future. Whether you're hoping to connect with a new generation of clientele or fi ne-tune what's already working for you, we hope this issue gives you the tools you need to meet—and exceed—your goals for the New Year. FROM THE EDITOR LAURA WALDON EXECUTIVE EDITOR I celebrated LASHFOOD's new makeup eraser pen at Violet Grey in West Hollywood, CA. I received a signature facial at Doll Face Skincare Studio in Los Angeles. Jasmine visited Omni Rancho Las Palmas Resort & Spa in Palm Springs, CA. TEAM TRAVELS Find a bunch of beautiful bracelets in this month's Retail Corner on page 34!

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