DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
Issue link: https://dayspamagazine.epubxp.com/i/99723
PROFIT CENTER Remember the Mane! Create flowing profits by adding hair and scalp care to your retail efforts. By Liz Barrett 82 DAYSPA | JANUARY 2013 • How will you go about making these sales? • How will you display them in your current retail area? Luckily, there's no need to scratch your head in wonderment—DAYSPA has turned to haircare industry experts for the answers. WEAVING IN HAIR CARE If the closest you've gotten to haircare offerings is a five-minute scalp massage add-on, it may be time to consider a few updated options that can benefit both your clients and your bottom line. "Skin doesn't end at the forehead," points out Repêchage executive vice president Shiri Sarfati. "For many spas, there was never a connection between the body and hair, but this is changing." Sarfati contends that scalp-balancing hair masks and serums, applied in the treatment room or retailed, are rising in popularity among consumers. Marc Zollicoffer, director of professional spa education and sales for Aveda, agrees that hair should not be neglected on a modern spa service menu. "Treating © OCEAN/CORBIS In 2012, the haircare product category totaled nearly $8 billion and ranked No. 25 on Nielsen's Top 100 Retail Product Categories list. In short, if you are not currently retailing these hot-ticket haircare products in your spa, you're missing out on a major opportunity for additional revenue. Consumers of skin and body care are more likely to invest in achieving healthy, beautiful hair. So why send them elsewhere for their haircare products? Retail these items, and many clients will appreciate the opportunity for one-stop shopping. And adding hair products doesn't have to be difficult or require you to hire any specialists. In fact, many of the same skincare manufacturers you currently stock offer haircare products that contain similar ingredients—and deliver similar benefits—to those you already use on your clients' skin. When adding any category of products to your existing offerings, however, several questions must be asked: • How will these new products fit into your business model? • How will you choose which products to carry?