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EDITOR'S PAGE Next Stop, Level Five On our journey to a fulfilled life, spas can play a uniquely important role. B ack in the 1940s, psychologist Abraham Maslow put forth a theory referred to today as the "hierarchy of needs." According to Maslow, human needs can be categorized in levels—each one, once met, turns our attention to the next. For instance, once our basic physiological needs for air, water, food, clothing and shelter are managed, we automatically seek fulfillment in the area of safety and security. Those needs met, we look toward attaining love and belonging—the intimacy and support of friends and family. When this requirement is satisfied, we turn to the need for self-esteem, via a sense of competence and internal acceptance. And then, if we're fortunate enough to have reached the next level in Maslow's hierarchy, we come to the pinnacle: self-actualization—being the best "us" we can be. All very interesting, you might say, but what does this have to do with your spa? Think about it: What is your role, if not to help your clients meet their next level of need? Ideally, at least, the goal of the spa shouldn't be just to provide a series of identical, protocoled services to every person who walks in the door. Rather, it's to approach each client as an individual, ascertain his or her needs that day, and proceed accordingly. If you've ever tried to get a client who really hates her own face to adopt a new skincare regimen, you'll know what I'm talking about. (If Maslow had been an esthetician, he might have said, "Work on your self-esteem and you'll eventually want to work on your skin!") Linda Kossoff As we move into the Fall and the demands that come with the holiday Executive Editor season, it's a good time to remember to "meet clients where they are." And we're reinforcing the concept of the unique individual with this month's two big features: 1) "Big Screen Beauty" (page 76), which aims the spotlight on the myriad of looks that are hot this Fall, as inspired by a wide range of female film icons, and 2) "Gifts with Personality" (page 46), which takes a semi-psychological approach to helping you stock your holiday retail shelves for individual gift recipients. But perhaps most compellingly, our Management Workshop column this month focuses on "The Culture of Diversity" (page 100), with a call to encourage and celebrate the many fascinating differences between us. Be they staff members or clients, people appreciate being recognized as individuals with their own particular needs. Treat them as such, and they'll never forget it. As Paul Meshanko, president and CEO of Legacy Business Cultures (legacycultures.com) notes in the above-mentioned article: "In 10 years, people aren't going to remember the exact things you did, how late you worked or what you said at a staff meeting. What they will remember is how they felt when they were around you." What is your role, if not to help your clients meet their next level of need? 14 DAYSPA | SEPTEMBER 2013