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Issue link: https://dayspamagazine.epubxp.com/i/210402
MINI BUT MIGHTY LE REVE ORGANIC DAY SPA & BOUTIQUE, SANTA BARBARA, CALIFORNIA THE TREATMENT: The Mini Refresher (30 min./$65) THE COMPONENTS: Cleansing; exfoliation; steam; detox clay mask; moisturizing mask; head, neck and shoulder massage; moisturizer and SPF THE UNIQUE ELEMENT: A subsequent application of two different facial masks that delivers an über-targeted treatment THE IDEAL CLIENT: Owner and esthetician Bridgette O'Neill points to two main takers: "We market this facial to students at the nearby colleges," she says. "When you're young, you can reap great benefits from an abbreviated service here and there. I also explain to older guests the need for a more detailed service but that this type of treatment can help maintain those overarching efforts." Also, because many of Le Reve's clients are tourists who see massage as a great way to cap a day at the nearby beach, she trains all therapists to cross-market services. "We try to subtly inform all new guests that we're really known for our esthetics offerings," she says. "People often get curious enough to tack this mini onto their ticket." MAKING IT A WINNER: O'Neill describes the Mini Refresher as a "more of a sensory pleaser" than an in-depth treatment, so she keeps to the streamlined protocol. "We're not saving on product during the mini, so we try our best to cut out extras and employ basic products that work across the board to benefit all skin types," she explains. "We use a gentle exfoliant that's safe for all guests, and a potent mask that will really open up pores, since we don't include time for extractions." She notes that the biggest challenge with the mini is also its most profitable aspect: "The trick is to achieve the same level of relaxation that full services deliver—because it's that feeling that makes people want to return to the spa." EVENE DAY SPA, SMYRNA, GEORGIA THE TREATMENT: Mini Facial (30 min./$45) THE COMPONENTS: Steam with cleansing; exfoliation and toning; customized mask; light massage on face, décolleté and shoulders; moisturizer and SPF THE UNIQUE ELEMENT: A 10-minute facial massage sequence that occupies a full one-third of the treatment THE IDEAL CLIENT: According to Sandy Seim, Evene Day Spa's lead esthetician, this straightforward truncation of the spa's popular European facial was designed with first-timers and adolescents in mind. "Clients will have their daughters or mothers come in to try it, so we kept the massage aspect and took out the extractions to ensure a relaxing and low-stress experience," Seim notes, adding that it's the newcomer who "truly feels pampered who's most likely to rebook." MAKING IT A WINNER: Seim trains her staff to view the mini as a vehicle for retail recommendations. "It's during this service that we typically treat clients who've never exfoliated and don't know what a toner is or which moisturizer is right for their skin type," she says. "I go into minis prepared to talk for a half-hour straight, because it's really a time for comprehensive skincare education." 30 DAYSPA | DECEMBER 2013 MINI-VACATION: Even short treatments should be relaxing TOP: © YURI ARCURS/GETTY; BOTTOM: ©ISTOCKPHOTO.COM