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MINI BUT MIGHTY LOVE THYSELF DAY SPA, RICHARDSON, TEXAS THE TREATMENT: Mini-Radiance Spa Express Facial (30 min./$55) THE COMPONENTS: Deep-cleansing; light exfoliation; antioxidant mask; seasonal hand treatment; moisturizer and SPF THE UNIQUE ELEMENT: A seasonal hand treatment that's unexpected in an abbreviated skincare service THE IDEAL CLIENT: "The Express is most popular with females approaching 30," says owner Lisa Weeks, "but we regularly perform this on 27-to-55-year-olds." Weeks is a pro at wrangling the on-the-go crowd; she established a separate, 20-item section on her menu that's dedicated to "Lunch Hour Specials." Specialties range from 20-minute ayurvedic scalp massages to short-but-refreshing brainwave meditation sessions, to uplifting ionic foot cleanses. "Introducing a range of services is the best way to get people curious about more advanced skin care," she notes. MAKING IT A WINNER: Weeks says it's crucial to find a way to describe the spa's full-length facial options, and to be prepared to customize in a pinch. "I just helped an acne-prone client on her lunch break; afterward, she scheduled a full facial," Weeks reports. Her biggest challenge? "There are guests who don't want to be educated; they just want a quick-fix while they relax," Weeks says. "That's why we incorporate special touches like seasonal hand treatments—otherwise, people might get suspicious that we're just trying to sell them a bunch of products." DELIVER A BONUS: Hand care is a perfect mini facial add-on PAMPERED PEOPLE, LOS ANGELES THE TREATMENT: Quick Fix Glycolic Peel (25 min./$35) THE COMPONENTS: Cleansing; introduction to peel protocol; glycolic peel; customized nourishing mask; SPF THE UNIQUE ELEMENT: The unusual inclusion of a peel in what is conventionally an introductory skincare experience. THE IDEAL CLIENT: The Quick Fix appeals most to "multi-tasking females who are mothers and career women—they don't have much time to spare, but don't want to neglect their skin," Cox says. The next target group is 20-somethings. "I'm increasingly seeing younger women who are invested in their appearance but don't have the budget for a longer treatment," she says. "They're a more educated generation; they recognize that some professional skin care is better than none." Cox's third group of mini-peel takers are 50-something empty nesters. "They're using their newfound time to do little touch-ups and mini treatments to amplify results from regular facials and home care," she explains. MAKING IT A WINNER: The math on this one is straightforward. "A bottle of glycolic is about $100 wholesale, and I get about 30 micro peels out of it," Cox reports. "Sure, it's time during which I could be performing $200 treatments, but I see it as an easy 25-minute break." And since a series of these treatments translates to maximum results, Cox custom-markets them: Three (for younger, less sun-damaged clients) for $100, or five (for everyone else) for $130. Katie O'Reilly is a writer based in Wilmington, North Carolina. 32 DAYSPA | DECEMBER 2013 LEFT: © MATTHEW WAKEM/GETTY: RIGHT: ©ISTOCKPHOTO.COM