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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general, we stay away from that 'over-done' look." "I take a lot of pride in over-training my staff," Nofal admits. "As a result, clients are pleasantly surprised by our methods. We even have special tricks to minimize discomfort during treatments: small electric fans during a chemical peel, or a device to vibrate the chin while the forehead is being injected—we've found it distracts from any pain." Competition in L.A. is fierce, and Nofal's location represented a big hurdle; in Los Angeles, "the Valley" has always been considered separate from the L.A. hub, a region with nothing to offer "people in the know." Gradually, the influx of hip new businesses, and the movers and shakers who frequent them, is changing this perception. But Nofal has always had to stand up against big-name Beverly Hills medical spas and famous physicians' practices. BLUE MEDI SPA Founded: 1999 Size: 6,000 square feet Facility: 12 treatment rooms, 2 waiting areas, 5 offices, staff lounge, 4 bathrooms Staff: 30 total (including manager, bookkeeper, marketing director) Most popular treatments: Injectibles (rates vary) Average service ticket: $300 Products used/retailed: Fenix, Intraceuticals, Metagenics (supplements), Skin Medica, Vivite Featured technologies: Endermologie, chemical peels, cortisone injection for acne, dermal fillers (Juvederm, Perlane, Radiesse, Restylane), IPL FotoFacial, laser hair, tattoo and vein removal, Laser Genesis, Latisse lash treatment, microdermabrasion, oxygen facials, Pearl Laser, Titan skin tightening, wrinkle relaxers (Botox, Dysport), vitamin shots, Zerona fat reduction 68 DAYSPA | JUNE 2013 Blue's décor is Chief among Blue's hurdles is the issue of unapologetically expectations. Notes Temple, "There's often modern. a disconnect with clients as to what's possible and what isn't. Non-invasive procedures take time to yield results." A client's commitment of time and money means the staff must stand ready to educate before, during and after treatment. "We use the term 'full correction' a lot here. We tell clients, 'If you want full correction with injections, for instance, we may need to build up a base under the skin. Don't be surprised if you have to put down two or three thousand dollars." In turn, Blue offers top-notch treatment in a uniquely chic atmosphere, perks like a customer rewards points program, payment schedule options and same-day appointments seven days a week, even for injections. In the end, says Temple, "Our biggest competition is the need for instant gratification." It's a competition that Blue seems to be winning. "I think the number of years we've been in business says a lot," Nofal reflects. "We regularly surpass expectations." Note: Nofal was kind enough to invite me in to experience one of Blue's popular chemical peels—my first. Read about it in my blog, "My Chemical Romance", at! —Linda Kossoff

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