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40 DAYSPA | APRIL 2014 BUILDING BLOCKS Retail Superstar The spa: Mitchell's Salon and Day Spa, with fi ve locations in Cincinnati The star: GlyMed Plus Living Cell Clarifi er Why it fl ies off the shelves: "We use this little powerhouse 'cocktail' in nearly all our facial treatments and facial waxings," says Robin Drake, the spa's esthetics department manager. "Its antioxidants not only neutralize free radicals, it contains bearberry, licorice root and white mulberry extracts, Mag-C and Ester-C to reduce infl ammation and pigmentation. We recommend this product to every client and because they see how quickly it delivers results it's a very easy sell!" How it's promoted: "We have a stellar marketing team; in addition to sending out regular email blasts, every six weeks they post in-house 'What's Your Problem?' signage including in the elevators," explains Drake. "These have been very successful in educating our clients on the benefi ts of our products: we talk about the featured item and what specifi c concern it will address. Another great selling point with all GlyMed products is that they're so concentrated, so you only need a small amount. That keeps down the cost per application." ROBI N DRAKE Pictures speak louder than words when it comes to training your staff in waxing, and moving pictures speak loudest of all. To help you turn your estheticians into "waxing wizards", hair removal powerhouse GiGi, an American International Industries brand, recently launched a series of new waxing instructional videos designed to promote the proper use and techniques of the company's waxes and waxing accessories. Covering the particulars of brow, bikini, leg, lip, arm and underarm waxing as well as setup and cleanup, the short, easy-to-follow videos offer useful tips, plus handy summaries at the end of each piece. "GiGi believes it is important for professionals to stay ahead of the curve," says senior brand manager Regina Rodriguez. "These how-to videos will teach them proper waxing techniques and time-saving tips for faster, more effective hair removal, increasing customer loyalty and giving them a leg up in their fi eld." The videos are available on GiGi's website (gigispa.com) and on its new YouTube channel (youtube.com; search for "GiGi Spa"). Smooth Operator One of the trickiest things spa and salon owners must do is differentiate their business from the competition's, and printed materials such as menus present a great opportunity for doing just that. Is your menu, and other printed items, as impactful as they could be? Ashland, Oregon-based MustHaveMenus (musthavemenus.com) enables business owners to create and customize their own professional- quality menus online at an affordable price. They can browse templates by size, theme and cost, and choose 'sets' that include treatment menus, spa café menus, business cards and gift certifi cates. Online services like these save business owners time and money, while giving them the opportunity to reinforce their brand message, attracting new clients and impressing existing ones. MustHaveMenus allows you to access its support staff, as well as management tools that facilitate easy menu updating across all platforms, including mobile devices and social media. "Spas need more than just a list of services at the front counter," notes CEO Jim Williams. "They need a sales tool, a way to make a lasting impression with customers. We remove the hassle of going to a third- party printer or a web technician for online setup. We replace all that work with just a few clicks!" Hungry for Success B u i l d i n g B l o c k s 4 1 4 . i n d d 4 0 Building Blocks 414.indd 40 3 / 7 / 1 4 9 : 4 7 A M 3/7/14 9:47 AM