JUN 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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PROFIT CENTER 58 @dayspamagazine • June 2019 of brand new products or treatments, 10-minute talks that spotlight specifi c ingredients, or having an aromatherapy expert on hand to lead custom blending sessions. "Entice guests by providing them with access to people, products and knowledge that build an emotional connection to your company and the event," adds Flora Delaney, author of Retail: The Second-Oldest Profession (Waterford & Howell Publishing, 2019). PARTIES WITH A PURPOSE Whether it's to celebrate a new launch or partnership, generate excitement about a specifi c skincare line or introduce clients to a new service, there are plenty of reasons to throw a retail event. Luckily, the time of year is often the only impetus you need. "I always recommend choosing seasonal products to promote during spa retail events," says Esau. "For instance, as summer approaches, you can focus on SPF, antioxidants and gentle brightening products to minimize sun damage." Bruce Schoenberg, owner of Oasis Day Spas in New York City and Westchester, New York, is also a fan of hosting seasonal events. At "The Eyes of March" party in anticipation of spring, he showcased Elemis, Éminence and G.M. Collin eye care, with all products offered to guests at a 15 percent discount, thanks to the spa's partnership with each brand. "Vendors are no different from you—they have to move product because there's an expiration date on skin care," notes Schoenberg. You can also plan your party in order to attract a specifi c type of client—so, a "Turn Back Time" antiaging event might include collagen-boosting serums and facials for interested spa-goers, while a "Date Night" could cater to couples with a variety of his-and-hers retail items and treatments. Schoenberg even throws parties for his best customers at exclusive "Client Appreciation Nights"—and calls them up personally to invite them. Regardless of what you'll be promoting, you can generate maximum interest with enticing incentives. "Make it clear that you're offering special prices for the event that won't be available at other times," says Delaney. You might also promise a gift to the fi rst 20 guests to arrive. TANTALIZING TIE-INS To effectively promote your retail parties, consider cohosting the event with other beauty and wellness businesses in your area. For instance, a medspa could team up with a jewelry designer for a night of "Botox & Bling," similar to an event Schandra put on with a cosmetic surgery clinic. To come up with leads for profi table partnerships, Delaney suggests joining the Chamber of Commerce or a Business Network International (BNI) chapter. "Look for like-minded businesses that are focused on helping people be healthy and attractive," she says. "For example, a local dentist might want to plug their whitening services at your party in exchange for cross-promoting the event and your spa." You can also generate publicity while helping your community by hosting a philanthropic event. "Don't just partner with a random charity so you can put it on your invitation, though—look for ones that are aligned with your mission," says Schandra. For a "Success Is in the Bag" party that he hosted, guests who donated a designer purse were given credit © GETTY IMAGES

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