JAN 2014

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 39 of 115

SHEDDING Light ON 2014 Lisa Heinemann, sales director at Sothys USA ( "In the spa industry we need to continue to bridge the gap between vendor and spa owner to better leverage the 'spa partner' relationship. It's a give-and-take relationship that needs to be discussed with realistic expectations in advance, just like in our personal lives. Attention, spa owners: you must get to know your vendor representatives, their passions and what motivates them and, in turn, share the same information about yourself. This will set the tone for better twoway communication. Make sure to have a business strategy meeting early in the first quarter to plan out the new year: marketing calendar, spa events, new treatment and product launches, contests, etc. You'll have more time for your dayto-day action items when you have established the blueprint of the year ahead and confirmed it with your spa partners. Also, remember to give vendors the courtesy of responding to every email and phone call. Remember, they are simply trying to help you grow your business as well as theirs. To achieve that, the spa channel of communication has to be open, frequent and fruitful." 38 DAYSPA | JANUARY 2014 "In my opinion, 2014 will be a year of change. The spas and salons that survived the recession have proven that they are here for a reason: they either had a very sound business model or were able to conquer the challenges that go along with a tough economy. Moving forward, these spas need to go back to the basics of a 'full-service' business model with regard to the brands they use. My advice for all spa owners is to solely support professional-only companies that never sell retail. If you want to continue to grow your Tony Cuccio, business and thrive this year and beyond, founder, president and it's imperative for salon and spa owners CEO of Cuccio Naturalé to be aware of where brands are sold, ( because it can have repercussions on their business' message, livelihood and hard work. The reason it's important not to use or support products sold in mass retail outlets is obvious: they likely sell the products at—or near to—your cost, making it impossible to compete. There have been a number of mergers and acquisitions in the past few years, so the choice for professional-only products will be narrowed down to only a few of the purest and truly professional brands." "In spa, as in any business, strategic hiring is key: it's vital to bring on employees who will not only strive for both personal and company success, but who will aid in elevating your business to the next level. Your candidates should be exuding potential, with a passion for spa and its culture. Ensure both your staff and your clients understand the value of your services. Spa is not only a luxurious, relaxing break from the world, it is also important for healing and living well. Educate staff and clients on the power behind your facility's services and allow them to fully indulge in everything your spa has to offer. This will allow you to Noel Asmar founder of Noel Asmar sell add-ons with confidence and ease. Uniforms ( "I predict an exponential increase in the number of male spa-goers. Some 47% of the overall spa-goer population is now male. I think that number will rise in 2014. Today's spa-goer is busier, and on the lookout for shorter, more frequent services. It's difficult to find that extra hour or two to pamper oneself and I see spas developing services that allow for a quick half-hour escape any time. Branding is also vital for any spa owner. What is distinguishing you from the spa around the corner? Know your brand inside and out, as well as what sets you apart and what makes you shine. Attention to detail is key and helps deliver a client experience that goes above and beyond. Invest in these details—music, candles, uniforms—and create a brand that's all your own."

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