JUN 2013

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 13 of 139

EDITOR'S PAGE Great Expectations What do your clients really expect from your spa—and can you actually give it to them? mong the many quotes I keep pinned above my desk is one from Malcolm Forbes, the powerful publisher and business magnate who died in 1990 at the age of 71. He said, "There is a difference between getting what you pay for and getting what you hope for." In retrospect, it's an ironic statement; Forbes was known for his conspicuously lavish lifestyle that included a 70th birthday party in Morocco with 800 guests and a multi-million-dollar price tag. Clearly he was able to pay for just about anything, so heaven help the service provider charged with the task of going "above and beyond" for Forbes. In the spa world, however, the expectation bar is constantly changing. You may have a good number of clients who are thrilled just to lie down in a quiet and dimly lit treatment room for 50 minutes; and you may have many who aren't happy unless every visit transports them to another dimension. Your challenge as a service provider is to figure out what is realistic for clients, and for you—and then, where to set that bar so you stand a good chance of meeting, or even exceeding, expectations, whether that means providing a stress-relieving massage, a results-driven facial or just an overall relaxing afternoon. The level of that challenge may depend upon your competitive environment. Here in Los Angeles, for instance, competition for serving up state-of-the-art spa treatments—and doing so in an environment that's appropriately hip, chic, classic or modern—is particularly fierce. Linda Kossoff See what we mean in Soooo L.A. (page 64), in which we profile three Executive Editor very different L.A. spas that are each, in their own way, meeting the expectations of their demanding clients. But whether your spa serves a "try-to-impress-me" metropolis or a "what's-this-spa-thing-allabout?" small town, clients' fondest wishes hold firm: They all want to look and feel their best. So, in this issue of DAYSPA, we break down their demands in some key articles. For the latest products and techniques to help clients maintain a firm and youthful face, we give you Ready, Set, Firm! (page 50). For comprehensive programs that rejuvenate clients' bodies inside and out, we present Shaping the Future, Part 3, page 88—as well as this month's "Health Wise" column (page 98) on the pros and cons of juicing. And finally, if you're looking to the future for customized treatments designed to produce ideal results for each individual client, you have to check out our story on DNA-based skin care, Following the Blueprint, page 80. We hope that this month's articles help you zero in on the most effective ways to exceed your clients' expectations. Because at DAYSPA, that's certainly what we strive to do for you! To share ideas on how we can serve you even better, email me at "Your challenge as a service provider is to figure out what is realistic for clients, and for you— and then, where to set that bar." CORRECTION In the May issue's Marketing Savvy column "Caring About Childcare", we incorrectly cited Koi SpaSalon's locations as Edgewater and Newark, NJ. The actual Koi locations are Edgewater and Princeton. We regret the error. 12 DAYSPA | JUNE 2013

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