LNE & Spa - January 2015

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Page 4 • lneonline.com Les Nouvelles Esthétiques & Spa • December 2014

ORGANIC & WELLNESSHarmonizing The Eastern Way 96Are You Nuts? 104Organic & Wellness News 111

Les Nouvelles Esthétiques & Spa, American Edition, (USPS 003-687) (ISSN 1043-9641) is published monthly, 12 times per year and is sold exclusively by subscription. Publisher’s Name: Jean Jacques Legrand, M.D., 3929 Ponce De Leon Blvd., Coral Gables, FL, 33134. Periodical postage paid at Miami, Florida, with additional mailing offices. Postmaster: Send address changes to: Les Nouvelles Esthétiques & Spa, American Edition, 3929 Ponce De Leon Blvd., Coral Gables, Florida 33134, United States Subscription: Annual Rate $45.00 Canada Subscription: $55.00 (American) 1st Class Postage Overseas Subscription: Two years for $140.00 (U.S.) Air Mail Postage

IMAGELet’s Talk Makeup 112Bold & Wild 114The Final Touch 120Image News 127

Bold & Wildpage 114

Cover Courtesy of ARTDECO

EXTRASFrom The Editor 6Calendar Of Events 128Advertiser Index 130

BUSINESSLNE & Spa Chat With David Bremer 78How To Hook Holiday Gift Card Recipients 80Plug In The Gaps 86Business News 94

SPASpa Of The Month 44Anti-Aging From The Neck Down 50The Power Of Retail Design 58

Valentine’s Prep Services 66Spa News 74

SKINRetrain Your Clients’ Skin / Boost Your Skills 10 Scrape That 18Skin News 24

Spa of the Month: The Mirbeau Inn & Spa, Plymouth, Mass. page 44

Are You Nuts?page 104

CONTENTSjANuArY 2015 VoluMe 30 NuMBer 01

CHOCOLATE GUIDEChocolate! Is The Answer 26All About Chocolate 27Chocolate For Two 32It’s A Chocolate Party! 34Oh Sweet Cocoa! Photo Feature 38

Chocolate Guide page 25

FROM HEAD TO TOE, COCOA!There’s nothing like this decadent treat to spice up your spa menu right in time for Valentine's Day, and get your clients to indulge in sweets, guilt-free, all year long...

GUIDE

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Page 6 • lneonline.com Les Nouvelles Esthétiques & Spa • January 2015

from the edITor

It’s the start of a new year, a time for em-bracing change, transitions and moving forward. As we enter 2015, Les Nouvelles Esthétiques & Spa and The International Congress of Esthetics and Spa are committed to partnering with you in your professional development. As the core of the spa community, it is our mission to serve as the source that connects professionals from every sector of the industry, sup-porting you by providing all of the education and knowledge you need to broaden your skill set and achieve your goals.

Your feedback and insight enable us to provide quality con-tent that is educational and beneficial for your professional pursuits, so please reach out to me anytime and let me know what is important to you as a valued reader.

Our January issue kicks off the year with several great sea-sonal features among our latest lineup of cutting-edge con-tent. First, break out of your rut in your skin care treatments with the help of “Retrain Your Clients’ Skin / Boost Your Skills” on page 10. Also learn about the most innovative styles in makeup for the new year in “Bold & Wild: The Makeup Trends of 2015” on page 114.

To help you prepare for your Valentine’s Day promotions next month, the latest special guide focuses on a comforting, ro-mantic treat that everybody loves—chocolate!

Stock your shelves with this delectable, tempting source of ecstasy and bump up your Valentine’s retail sales with our “Oh Sweet Cocoa!” photo feature on page 38.

Happy New Year to all, I look forward to another successful

year and working together in the months ahead! n

—Amanda Clinton Winter, [email protected]

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e-mail: [email protected] [email protected]

Publisher Dr. Jean Jacques Legrand

Chief exeCutive OffiCer Rodolphe Legrand [email protected]

Managing editOr Amanda Clinton Winter [email protected]

art direCtOr Andres Gutierrez [email protected]

designer Charlie Jackman [email protected]

assOCiate editOr Nathalie Gouillou [email protected]

direCtOr Of sales Aché Fougere [email protected]

Marketing direCtOr Christèle de La Haye [email protected]

COnferenCe COOrdinatOr Laura G. Bazo [email protected]

exhibitOr OPeratiOns Manager Mayli Tenorio [email protected]

internatiOnal editOr Michele de Lattre-Pierantoni 7 Avenue Stephane-Mallarme, 75017

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ADVISORY BOARD Lydia Sarfati • Ben Johnson, M.D. • Lake Louise • Nina Curtis

Diane Buccola • Camille Hoheb • Joseph Mandato

Contributors

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Nadia Arain

Linda Bertaut

Patti Biro

Caroline Canetti

Nathalie Gouillou

Allyson Harold

Sam Margulies

Alex Koo Murray

Morgan Roy

Caroline Rushworth

Lydia Sarfati

Louis Silberman

Christiane Waldron

Anna G. Wilhem

Amanda Clinton Winter


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Page 10 • lneonline.com Les Nouvelles Esthétiques & Spa • January 2015Page 10 • lneonline.com Les Nouvelles Esthétiques & Spa • January 2015

lneonline.com • Page 11

RetrainYOUR CLIENTS’ SKIN Boost

YOUR SKILLSBreak The Routine For The New Year!

BY CHRISTIANE WALDRON

The CrossFit craze has swept the nation in the world of physical fit-ness in the last few years. The philosophies of CrossFit have led many people to think about incorporating the principles into other aspects of life. CrossFit mixes elements from multiple disciplines like interval training, Olympic training, weight lifting, plyometrics, power lifting, gymnastics and other exercises that help achieve overall muscle fitness without boredom. It works by “confusing” the muscles, which challenges them more and ultimately achieves truly amazing results. The same ap-proach can and should be applied to skin care treatments at the spa and at home.


skin | retrain your clients’ skin / boost your skills

SKIN CHANGES CONSTANTLY

Skin changes are due to many factors: aging, weather, exposure to environ-mental pollutants, hormonal imbal-ance, adult acne, etc. If the same skin care products and spa treatments are used over and over again, the skin will hit a plateau.

Both estheticians and clients tend to fall into habits, and changes to pro-fessional treatments and skin care products are rare. This speaks volumes to our tendency as humans to fall into routines and get stuck.

Many estheticians also hesitate to change the treatments they offer their client. They may lack the time to look into new techniques, or worry about losing clients if they offer something new. Whatever the reasons, offering new facials and recommending new at-home products will keep clients edu-cated and interested, and therefore willing to spend more money. It also shows the client that the esthetician is on the cutting-edge of the latest products and professional treatments.

DON’T FALL INTO THE “SAME OLD, SAME OLD” TRAP

Our lives have become so hectic that it’s only natural that we fall into com-placency. Case in point, I was recently visiting a spa where I’m a regular for my monthly treatment. When I sat down with my esthetician, she immediately started removing my makeup without

CrossFit works by “confusing” the muscles, which challenges them more and ultimately achieves truly amazing re-sults. The same approach can and should be applied to skin care treatments at the spa and at home.

much discussion. When I realized this, I suddenly sat up and looked at her and said: “What facial am I getting today?” With a surprised look she quickly re-plied, “We are doing your usual.” We were both a little speechless because frankly, I didn’t even remember what facial I had picked when I became a cli-ent. I had been getting the same treat-ment for so long that it had become a routine, and routine was not what I wanted that day. I needed a change

and I wanted to try something more innovative. So we both looked at her menu and decided to get a different and more dramatic facial, one that was also very fitting for the season, one that she felt was needed for my skin type. When I came out of the spa, my skin looked amazing! I suspect my estheti-cian was happy too, because the facial I had just received cost $50 more than my usual facial. It was a win-win situ-ation for both of us.

January 2015 • Les Nouvelles Esthétiques & Spa lneonline.com • Page 13Visit our website: www.ladyburd.com



As an esthetician, you are expected to help your clients delay aging and maintain youthful skin. One of the se-crets to a healthy glow is challenging the skin to renew itself constantly by offering a variety of treatments and products. Here’s how you can help.

OFFER A

MONTHLY MENU

Have you ever been to one of those new bistros that have ever changing menus on a blackboard? Think about a similar approach in your business by offering new monthly specials. There are many holidays and special themes you can pick from: Valentine’s Day, Mother’s Day, Father’s Day, seasonal specials, etc. If you offer a new facial every month, one that will disappear until next year, many clients will be in-terested in trying it. The black board can be displayed in the waiting room or treatment area, and you can casu-ally discuss it with your client before you start treatment.

ADD A QUESTIONNAIRE

Your regulars will be surprised, and new clients will be impressed if you ask them to fill out a questionnaire, either while you are with them or while they are waiting for treatment. This question-naire should be a simple list of 10 to 15 questions about home care routine, skin needs and the type of treatments the client typically receives.


ONE OF THE SECRETS TO A HEALTHY GLOW IS CHALLENGING THE SKIN TO RENEW ITSELF CONSTANTLY BY OFFERING A VARIETY OF TREATMENTS AND PRODUCTS.

Even if a regular client shows up, have the treatment menu in your hands and ask the questions every time.

January 2015 • Les Nouvelles Esthétiques & Spa lneonline.com • Page 15

After they fill the questionnaire out, take the time to discuss it with them and make your treatment and skin care recommendations based on the responses. This will break up the monotony, establish you as an expert and help drive new sales and additional treatment options.

ASK QUESTIONS WHILE THEY ARE ALL EARS

Time is limited, especially when you are fully booked and clients are late. Even if a regular client shows up, have the treatment menu in your hands and ask the questions every time. Preface it by reminding them that it may be time for a change, or that the cold season calls for something different. Asking about the treatment will lead the client to think about their needs and create a conversation. Even if the client is not interested in change, it will impress them that you have taken the time to give them the individualized care they expect when getting facial treatments.

OFFER NEW ADD-ONS

Special add-ons are a great way to in-troduce something new. Hopefully, your client is listening and willing to be coun-seled. Instead of falling into idle chit chat while starting the treatment, ask pointed and specific questions during the skin analysis. This is the perfect time to recommend add-ons or new prod-ucts while clearly stating the benefits of each to the client.


Asking about the treatment will lead the client to think about their needs and create a conversation.


DO SOMETHING NEW AND UNEXPECTED

We all love a freebie, especially when we are not expecting it. If the client is a regular and has done the same treat-ment for months, surprise them with something new. Introduce them to a new complimentary add-on, give them a hand/arm rub with a new product, or apply a new eye cream to their face. You may also give them a small skin care sample at the end of the session to try at home. Small rewards go a long way toward establishing loyalty and in-creasing sales. They also help introduce your clients to new products, and make them feel special at the same time.


OFFER NEW SKIN CARE PRODUCTS

There are many new small and innova-tive companies that are dying to be in your spa. Take the time to look into a few of them and introduce one or two new products that may be missing in your existing lines. Some companies now offer samples for a trial period, and this will help you test new products before you commit. It may be time for your client to try a new and innovative serum. Carrying a wide variety of offer-ings enables you to cater to a variety of skin types and different budgets, and will boost sales while increasing client loyalty.

AT-HOME SKIN CARE ROUTINE

Take the time to ask about your cli-ent’s at home routine and maintain a log of the products they use. Ask them to take pictures of the products they use and advise them to check to make sure the products are not expired. Many people use the same products for years and never throw anything away. Additionally, many women are too busy to research new products, and may feel overwhelmed by the amount of new products on the market. Your input is necessary to help the client test new products.

Research shows that women tend to use the same creams for years. Understanding your client’s skin care routine will help you recommend new and improved products that will give their skin a new lease on life!

People resist change due to fear of the unknown. Educate clients on how to navigate through the latest develop-ments of skin care treatment to achieve beautiful, fit skin for life. n

Christiane Waldron is

the founder of Jenetiqa,

a professional luxury skin

care company focused

on providing highly bio-

available skin care formu-

las that combine scientifically proven antioxi-

dants with botanicals and natural products.

Waldron formulates products that address all

signs of age, and is a strong believer that early

prevention and an excellent daily routine are

the secret to beautiful, healthy skin.

If the client is a regular and has done the same treatment for months, surprise them with something new.

January 2015 • Les Nouvelles Esthétiques & Spa lneonline.com • Page 17Say you saw it in LNE & Spa and circle #249 on reader service card

It is estheticians’ duty to educate their clients and set them straight on their skin needs, putting forth their expertise to trump and quiet once and for all those thoughts that one can do it all alone.


ScrapeT H A TWhen a Combination of Treatments MeansMore Harm

than Good

It’s the all time race to beat the clock, clients wanting to look younger than their years, willing to do what-ever it takes to keep that glow that means beauty and youth. If applying multiple products at once in the attempt to get the desired results faster is a mistake that many people make, combining treatments—although many times beneficial—can also be another quite detrimental decision that will have long term effects, if not permanent, on skin. While most estheticians know best, clients may fail to disclose recent treatments, the medications they take or the ailments they have. We present you with two fictitious scenarios about what could happen and what should happen with the guidance of experts in their fields.

by Nathalie Gouillou


skin | scrape that

Educate Your ClientsAt a time when many people rely on the Internet to buy products, self diag-nose and self treat—some even count-ing on DIY (do it yourself) forums—it is estheticians’ duty to educate their clients and set them straight on their skin needs, putting forth their exper-tise to trump and quiet once and for all those thoughts that one can do it all alone.

Skin is the largest organ of the body—it prevents our insides from spilling out, not only acting as a pro-tective barrier but also absorbing what good and bad it comes in contact with. It needs a certain balance and a multi-tude of chain reaction events in order to be and stay vibrant and healthy. And just like everything else, it works in a very well choreographed cycle that must take its full course after a trauma to heal.

If many treatments rely on some form of ablative or non-ablative in-jury to rejuvenate skin (mechanical, chemical, thermal injury…), several days are needed for order to be re-stored, as the wound healing process takes time and is complicated—fibro-blasts, keratinocytes, endothelial cells, macrophages and more must all be back to full capacity.

It takes roughly a 28-day cycle for the healing process to take place, which includes an inflam-matory phase, a prolif-eration and fibroblastic phase, and a remodeling and maturative phase. As such, one must keep this in mind when planning recurrent treatments or weighing whether to treat a new patient. Indeed it wouldn’t make much sense to disrupt the heal-ing process when cells are in the midst of creating new collagen.

A client comes in for a micro-needling treatment. While doing her skin assess-ment intake, you come to understand that she had a microdermabrasion treat-ment done about a week ago. She insists that the spa had offered her the option to get both treatments done on the same day (something more common than one might think), but that she declined because of her schedule. She’s adamant that she would have done both treatments had she had the time, and implies that she could very well go to another locale.

Scenario One

What Could Happen:The client is always right. You go ahead with the treatment or you might risk losing a customer. It’s about client satisfaction, thus you oblige.

What Should Happen:You thank her for being forthcoming and you explain that the time frame in between the procedures is much too short for micro-needling to be ef-fective, not to mention potentially reverse the benefits—ongoing repairs and collagen stimulation—of the microdermabrasion. You offer instead to focus on her neck and décolleté with a facial and mask that will enhance her recent treatment. You schedule her for micro-needling in three weeks.


The Problem:Microdermabrasion, also known as mi-croderm, a very popular non-surgical skin resurfacing procedure, consists of rapidly discharging super-fine crystals onto skin’s surface to remove the outer-most layer of the stratum corneum. The crystals are then vacuumed away. The diamond tip is perhaps a newer form of microdermabrasion that achieves the same results without the crystal residue.

Micro-needling, needling, or der-mal-needling (also known at times as collagen induction therapy), consists of the use of small needles to cause punc-tures in the skin. The devices cause tiny wounds that stimulate the healing cas-cade to produce healthier looking skin.

The combination of those treat-ments (done in conjunction or with-out enough interval in between) can cause “more harm than good,” says

skin | scrape that

Dr. Lance Setterfield, a skin treatment specialist based in Canada and among the leading experts in micro-needling, who researches the effects of needling on the epidermis and dermis. “We’re losing long term function of the skin for short term results, and we don’t want to compromise long term for short term,” says Setterfield. “People reason that the mix of the two will get faster results but no. It’s more complicated than that and it pushes things over the edge. Bad things do happen.” Having micro-needling done within a week of a microdermabrasion procedure would interrupt the healing cycle and cause damage to the skin, he says.

Setterfield stresses the importance of a thorough consultation with a client to make sure that they have been in-formed of all possible side effects, and

for the practitioner to gather as much information as possible. “It takes me an hour and a half to see a patient,” he says.

In addition, he advises practitio-ners to warn their clients about the dangers of sun exposure right after treatment, but also two weeks after, where it can cause a risk from a collagen perspective—something that applies to all treatments that cause injury to skin. “At the two week mark after the injury, the body starts balancing out col-lagen production and dissolves so you don’t get a bigger lump,” Setterfield says, explaining that exposure to the sun, which causes inflammation, brings chaos to the healing process*.

[Note: this scenario and problem apply to any combination of treatments that cause injury to skin—laser, peel (ex-cept light peel), microdermabrasion…]

A client comes in for a laser facial treatment. During a thorough skin assessment questionnaire and examination, you come to realize that she’s had botulinum toxin injections (better known as Botox or Dysport) on her forehead just six days ago. She’s excited at the prospect of enhancing the treatment with lasers and addressing areas that the former procedure did not.

Scenario Two

What Could Happen:You comment on her refreshed look and get ready to start with the laser treatment.

What Should Happen:Although there was no injury from the botulinum toxin treatment, thus no down time required for skin to heal, the combination of treatment in such a short period is not advisable. You tell her instead that you will focus on the area below the cheekbones, the neck and décolleté, making sure to avoid any areas that might have been treated with botulinum toxin, yet accentuate her rejuvenated look.


skin | scrape that

The Problem:Botulinum toxin is a neurotoxin from which a drug is made that is used cos-metically to remove wrinkles by tempo-rarily paralyzing muscles—the neuro-toxin prevents the release of a chemical messenger that causes muscles to con-tract, stopping their activity.

Laser treatments, whether ablative (which remove the top layer of skin) or non-ablative (penetrates without wounding skin), treat fine lines, wrinkles, scars, textural irregularities and more.

While the danger of combining these treatments does not rest on in-

terrupting the healing cascade, one must wait at least two weeks before proceeding with a laser treatment on someone who has had botulinum toxin injections, says Kristin Groop, an estab-lished licensed esthetician, certified la-ser technician and instructor. “We don’t want to migrate Botox,” says Groop. “Ptosis [drooping of the upper eyelid] is what can happen.”

Groop explains that as the laser’s light penetrates skin it risks moving the freshly injected product into an-other muscle. In the case of botulinum

toxin injections on the forehead, Groop continues, it could affect the eye area. “The Botox can migrate into another muscle, the muscle pulling the eyebrow down, causing a drooping of the eye-lid,” she says. Don’t send your client home however, she says, instead, “work on the cheekbones, down to the neck to compensate that you’re not doing the forehead.”

[Note: a similar problem would arise with other injury causing treatments such as medium to deep peels, micro-needling, microdermabrasion…]

Increase your client retention rate by showing them that you know best and put to rest the potential fear that not providing what they want when they want it will have them running to another spa. n

* Setterfield insists on the im-portance of being aware of blood cross contamination while using the micro-needling equipment, which although invisible to the naked eye might still be present and can contaminate up to a week later. Disposable tools must be used once only and disposable protective sleeves—or cling wrap, wrapped around the device—must be used at all times, he says.

As the laser’s light penetrates skin it risks mov-ing the freshly injected product into another mus-cle. In the case of botulinum toxin injections on the forehead, Groop continues, it could affect the eye area.

Nathalie Gouillou is the associate editor at Les

Nouvelles Esthétiques & Spa. A former news

print reporter, she has been a writer for more

than 10 years. She holds a bachelor’s degree

in Communication and Print Journalism and a

master’s in International Relations. Contact her

at [email protected].

January 2015 • Les Nouvelles Esthétiques & Spa lneonline.com • Page 23Say you saw it in LNE & Spa and circle #190 on reader service card


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THE POWER Of OOxygenetix introduces Oxygenating foundation Acne Control. Not only does it conceals blemishes associated with the condition but it contains several acne-fighting agents, including 2 percent salicylic acid, which clears breakouts and helps prevent future ones, says the company. Available in 14 shades, the foundation is also formulated with Ceravitae, an oxygen complex that promotes collagen cell production, as well as vitamin E and aloe vera.

fROM THE NECK DOWNProvence Cosmetics launches its Sublime Décolleté, formulated with firming and biotechnological active ingredients to address loss of firmness, elasticity and dehydration, says the company. The cream acts as a skin sculptor to reshape the bust.


FROM HEAD TO TOE, COCOA!There’s nothing like this decadent treat to spice up your spa menu right in time for Valentine's Day, and get your clients to indulge in sweets, guilt-free, all year long...

GUIDE


Dubbed xocolatl, xoxocoatl and chiculat, among others, by the empires that once reigned in Mesoamerica, chocolate, believed to have magical and divine properties, was once used in religious rituals, as a medicine, and as a form of currency. Consumed as a bitter drink, its beans grinded into a paste before being mixed with water and spices, chocolate was the beverage of royalty and religious leaders before becoming a worldwide wonder.

While many think of it as a sweet, calorie loaded treat reserved for hol-idays—and perhaps as the ultimate mood enhancer in times of emotion-al torment—chocolate has now been found to be a powerhouse of nutrients, a superfood. If ingesting this tasty treat certainly allows people to benefit from its impressive nutrient profile, choco-late also lends itself wonderfully to cos-metics and skin care products as yet another anti-aging weapon.

Chocolate! by Alex Koo Murray

Cocoa beans of the cocoa tree are packed with hundreds of substances and coveted nutrients in the all time fight against aging.

VITAMINSThe cocoa bean has copious

amounts of vitamins B1, B2, B3, C and E. Vitamins B1 and B2 are crucial to power the body’s fuel, adenosine tri-phosphate (ATP), thus in cell functioning and regeneration. Vitamin B3 has been found to be helpful in the treatment of acne; while vitamins C and E, known antioxidants, contribute to the produc-tion of collagen, aid in the fight against free radicals, control inflammation and repair UV damaged skin.

MINERALSChocolate is also packed with trace

minerals that are important to healthy skin and stimulate collagen synthesis, such as calcium, iron, phosphorous, zinc, manganese and copper.

Copper is an essential part of the antioxidant enzyme superoxide dis-mutase (SOD), while manganese not only helps active SOD but also encour-ages wound healing and the produc-tion of collagen. Magnesium has been found to combat acne, and contributes to the reduction of fine lines. Zinc aids in sebum regulation and is important to wound healing as well. And just like vitamins B, magnesium and iron are necessary to the formation of ATP.

PHYTONUTRIENTSStudies have found that chocolate

is filled with phytonutrients (chemi-cal compounds that occur naturally in plants), among which some are known antioxidants and anti-inflammatory. Just like green tea or red wine, chocolate contains considerable amounts of fla-vonoids, which prevent oxidative dam-age. Flavonoids affect the color and bitterness of plants; thus the darker and more bitter the chocolate, the more an-tioxidants it contains. Catechins, a com-pound of flavonoids—which are best known for being found in green tea—have anti-cancer properties, prevent cell degeneration, and are yet another component of chocolate’s goodness.

Chocolate can be used in a vari-ety of treatments at your salon or spa, from facials to body masks, including scrubs and even baths! Don’t forget to stock up your retail area with chocolate inspired products that your clients can indulge in, within the comfort of their home. Keep on reading for some sweet treatments and products that are sure to keep your clients coming back for more. n

Is the answer—No matter what the question is


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ALL ABOUTCHOCOLATE

by Caroline Canetti


There was a time when people thought choc-olate was actually bad for the skin and one cause of acne. Well, not only is that a myth, but the truth is actually the exact opposite. The main ingredient in chocolate, cocoa, is actually high in antioxidants, and we all know how well that bodes for sustaining great skin and fighting the signs of aging. While including chocolate in spa treatments is a fun way to set a festive mood for a Valentine’s Day service, more spas are finding ways to include the decadent ingredi-ent in all of their services—from facials to body treatments to manicure/pedicures and even to tanning—all year round.

“Our treatments are not merely chocolate-scented but infused with cocoa bean oil—pressed directly from the cocoa beans, which is highly hydrating—and cocoa powder, which is also high in antioxidants. Our cocoa products are all sourced from an organic aromatherapy company based in the U.S. The main ingredi-ent, cocoa, is heavy in antioxidants, which are anti-aging and healing, and cocoa butter has long been a proven skin treatment for scarring and stretch marks, and deep hydration of the skin,” says Shian Wing, spa director at The Spa At The Hotel Hershey (a.k.a., The Chocolate Spa) in Hershey, Pa.

Body TreatmentsNaturally, with the rich chocolate history of

Milton Hershey, The Spa At The Hotel Hershey’s Everything Chocolate section of their exten-sive menu features approximately one dozen chocolate-infused treatments, including a Cocoa Massage, Whipped Cocoa Bath, Cocoa Facial Experience, and Chocolate Fondue Wrap among others. “Our guests can find real therapeutic treatments in a relaxing and luxurious feel-good atmosphere,” says Wing.

One popular treatment is the Hershey’s Chocolate Fondue Wrap (60 minutes, $125 weekdays/$135 weekends), which features the spa’s unique formula of warmed moor mud and essence of cocoa to revitalize and nourish the skin. The guest then enjoys a luxurious body brushing followed by the fondue application where the body is wrapped in a soft warm blan-ket to enhance the total effect. The treatment is topped off with a Vichy shower rinse.

Sense, A Rosewood Spa at Rosewood San Miguel de Allende in San Miguel, Mexico, uses mole, a thick and savory sauce infused with pep-pers, spices, and chocolate, that is served as a staple in Mexican cuisine in their San Miguel Signature Mole treatment (120 minutes, $90). The treatment starts with a scrub and ends with a massage.

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“European research has indicated that ingesting cocoa

promotes skin cell health which provides a natural protection

against harmful UV rays.”

High quality chocolate is the most impor-tant element to creating your own memorable chocolate treatments. “The key is to use great quality chocolate products with at least 70 per-cent cacao. We create our own in California with components that come from France. Chocolate is not only beneficial to tighten and smooth the skin, it must be pleasant to smell,” says Fanit Panofsky, owner of Contour Day Spa in Plantation, Fla., which has three chocolate treat-ments on their menu, including the Chocolate Sensation Pedicure (70 minutes, $80), Chocolate Manicure and Pedicure for kids (35 minutes, $30), and the Chocolate Indulgence (70 min-utes, $129).


“It helps improve sleep patterns and en-hance energy levels, particularly after the stress of traveling. The restorative therapy begins with a blended mole spice and cocoa scrub to eliminate dead skin cells and promote circula-tion. Following the mole cocoa scrub blend, spa-goers are given a relaxing massage with a rich organic shea butter infused with the spa’s signature scent. The cocoa oil in the treatment is an incredibly effective moisturizer and skin protectant. It also has anti-inflammatory, anti-aging and smoothing benefits, which help re-store skin’s youthful look,” says Spa Director Paulina Mercader.

Ihloff Salon and Day Spa in Tulsa, Okla., gives clients a one-two-punch with their Organic Cocoa Skin Smoothing Body Polish (60 minutes, $84) and Organic Cocoa Skin Smoothing Body Wrap (60 minutes, $94). “These can be booked separately, but are even better paired together. We use the cocoa nibs both in the treatment as an exfoliant, but also have the guest ingest them for the health benefits as well,” says Spa Director Sara Cruncleton.

Both body treatments are high in antioxi-dants, and feature organic cocoa and personal blend aromas. The service begins and ends with a small serving of organic cocoa nibs, which are

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roasted cocoa beans broken into small bits. Once your guest’s body is massaged, buffed

and polished, it’s time to get rid of the winter whites and put a little color on their well cared for skin, as chocolate has even found its way into tanning products. Many spas around the country are offering tanning services with organic chocolate. The tanning products use cocoa in their mixture, along with organically grown and wild crafted botanicals and herbs.

Cocoa doesn’t just work to give the skin a glowing summer tan, but it has UV protection values as well. “European research has indicated that ingesting cocoa promotes skin cell health which provides a natural protection against harmful UV rays,” explains Wing of The Spa At The Hotel Hershey.

BathsWhen we think of spa baths, lavender and

eucalyptus typically come to mind. But cocoa makes for a great hydro experience as well. Hershey offers a Whipped Cocoa Bath (15 minutes, $45 weekdays, $50 weekends) where guests relax in a luxurious foaming chocolate milk bath that soothes, softens and renews the skin. Hershey doesn’t stop there, as their Everything Chocolate menu also offers another


water treatment using the essence of cocoa in their Chocolate Hydrotherapy (20 minutes, $55 weekdays, $60 weekends).

FacialsOne of the most common responses spa

goers have when they are either bathed or slathered in chocolate is, “it smells so good, I want to eat it!” Well, at The Spa At The Hotel Hershey, that’s exactly what guests can do with their Cocoa Facial Experience (75 minutes, $170 weekdays, $180 weekends). “Our guests fre-quently comment on how delicious the choc-olate aroma is and how they wish they could taste it, which our guests can with our edible cocoa facial. The mask is made of an edible dark chocolate product. When the technician applies the product, they will also apply it to the lips. From there, the technician prompts the guest to lick their lips,” says Wing.

Creating clever aroma combinations with chocolate is another way to make your choco-late treatments stand out. For instance, Oasis Day Spa, with locations in Manhattan and Westchester, N.Y., goes for a chocolate mousse twist in their Sweet Red Rose Facial (60 minutes, $145). “This treatment is calming, hydrating, and plumping to the skin. It is also chock full of age-defying antioxidants! It is sensory heav-en,” says Oasis Day Spa Director of Skincare Christie Lavigne.

Chocolate and honey is another luxurious combination that feels great on the skin. ESSpa Kozmetika Organic Day Spa, with multiple loca-tions in Pennsylvania, offers The Hot Hungarian: Chocolate + Honey Facial (105 minutes, $175). “Chocolate runs through all of our treatments all the time but particularly in February. But not much else can top The Hot Hungarian Chocolate and Honey Facial in terms of decadence, I guess we could cover you in diamonds,” says Scott Kerschbaumer, co-owner, with wife Eva, of ESSpa Kozmetika Organic Skincare.

“We combine all of the natural, organic ele-ments in our Traditional Hungarian Facial and add a nutrient-packed mask of raw local honey, vanilla extract, and thermal spring water emulsi-fied with rare Belgian cocoa to help lock in the vital minerals and vitamins. As the mask helps to lift and firm and reduce the appearance of fine lines, wrinkles, sun damage and sunspots, the guests’ hands, arms, legs and feet are thor-oughly massaged with a stimulating mixture of

whipped shea butter and fresh mint. The Hot Hungarian: Chocolate + Honey Facial is another example of how my wife and co-owner, Eva, combines ancient traditions with cutting-edge techniques to deliver the most effective treat-ments possible,” adds Kerschbaumer.

ESSpa then sends their guests home with a complimentary sleeve of their new Focus Fusion Cocoa Drink Mix to help them start their day with more energy and stay focused all day long.

Lastly, on the chocolate-honey front, Paresa Resort in Phuket, Thailand, also has a Chocolate Honey Facial (45 minutes, $83) featuring warm dark organic chocolate and local wild honey to soothe, relax and rejuvenate the client’s face, bringing their body, mind and spirit back into balance.

WaxingFace to face nyc in New York City, N.Y.,

switches their regular hard wax with lavender to a chocolate wax and offers a variety of loving designs for the big day. “We do heart-shaped Vajazzle (typically $20) for the women or Pejazzle for men, free with a Complete Brazilian Wax ($70). It’s all about love,” says face to face owner Enrique Ramirez.

ESSpa also gets in on the hot and sticky action with their Hot Chocolate Brazilian Bikini Wax (starting at $85). “It’s both hot and choco-laty, perfect for Valentine’s Day. It’s a hard wax

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that actually is made with raw dark chocolate. It smells amazing and leaves the skin silky smooth, smoother than anything Eva has ever used be-fore,” says Kerschbaumer.

Mani/PedisFrom mint chocolate chip to double choco-

late to Tootsie rolls, spas have found creative ways to make their manicures and pedicures sound appetizing for the holidays as well.

Paresa Resort’s White Chocolate Latte Tootsie (30 minutes, $52) includes a foot soak in warm milk mixed with cocoa butter and va-nilla extract. The feet are then massaged with cocoa butter using their traditional Thai mas-sage methods. Pedispa in Northridge, Calif., includes a Chocolata Ya Ya Pedicure (60 min-utes, $60), which also bathes the feet in a rich chocolate bath before using a cocoa scrub to exfoliate and soften, topped by a moisturizing paraffin wax. Hershey’s Sweet Hands & Feet includes either a classic manicure or pedicure with a chocolate sugar exfoliation followed by a chocolate mask, paraffin dip and chocolate moisturizing massage (Hands: 50 minutes, $55 weekdays, $60 weekends/Feet: 60 minutes, $75 weekdays, $80 weekends).

ESSpa’s Hot Mint Chocolate Pedicure (65 minutes, $95) mixes up the ingredients in the treatment’s title for a decadent treat for the feet. “First you will soak your feet in our hand-ham-

mered copper bowl filled with our special soak. To this soak, we add fresh mint, vanilla beans, shaved cinnamon and a splash of peppermint Schnapps. These ingredients all include natural enzymes to help break down rough and tired skin, loosen calluses and naturally deodorize hot and sweaty feet,” explains Kerschbaumer.

A foot and leg massage follows using their specially formulated exfoliating scrub of raw Turbinado sugar and fresh raw cocoa. After that comes a warm, vanilla bean-infused par-affin bath followed by a soothing clay mask to soften and moisturize while imparting a relax-ing sensation to your feet and lower legs. While the mask is still working, they wrap the client’s feet in warm booties to enhance absorption of vital nutrients and minerals designed to revital-ize your feet. A pedicure follows with a choice of over 300 vegan organic nail colors—or just a nice buff and shine for the men! Of course, ESSpa leaves their guests with a cup of hand-crafted Hot Mint Chocolate.

Contour Day Spa even has a special Chocolate Manicure and Pedicure for kids (35 minutes, $30) from their Little Diva’s Spa that features an exfoliating chocolate scrub and a chocolate-scented lotion for the massage por-tion of the treatment, and of course a cup of hot chocolate to enjoy while his/her feet are soaking. n

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That’s why most spas find ways to incorporate these iconic touches of romance into their Valentine’s Day spa offerings for couples.

There was a time when chocolate was sim-ply something spas served their clients on the romantic day to nibble on, but now that the powerful antioxidant properties of chocolate

by Caroline Canetti

ChocolateFor Two

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Nothing says love and romance like

red roses, chocolate and champagne.


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Healing Horizons Spa in Huntington Beach, Calif., also offers an assortment of Valentine’s Day packages involving chocolate in and out of their treatments. The Couples Bliss pack-age (60 minutes $249 per couple, 90 minutes $289 per couple), for instance, begins with the guest’s choice of a 30-minute ionic footbath or chocolate body scrub followed by a side-by-side couples massage. Guests are given a glass of champagne or sparkling cider, a red rose and homemade chocolates.

Contour Day Spa in Plantation, Fla., targets the couple who has body contouring in mind with their Chocolate Indulgence for Two (70 minutes, $129). “The Chocolate Indulgence Cellulite wrap starts with the Loofah Body Buff at the Hammam that will help invigorate cell regeneration, followed by the guilt free way to enjoy chocolate without the calories! This is a unique experience for those who wish to de-toxify, smooth the skin, and contour the body. This package comes with spa lunch as well as champagne, chocolate covered strawberries, cookies and tea, it is all optional,” says owner Fanit Panofsky, who offers it year round but markets it strongly for the holidays and espe-cially Valentine’s Day with radio and television commercials, direct email to clients and signage around the spa.

Nothing says romance like a relaxing bubble bath with the one you love. Paresa Resort in Phuket, Thailand, offers an Organic Chocolate & Coconut Bubble Bath for two (60 minutes, $52). This unique experience is a great way for couples to connect in an intimate setting while melting away their stress and restoring balance to their body, mind, and spirit in a relaxing and romantic setting. The bath is filled with a mixture of organic chocolate and warm coconut milk.

Add some chocolate-infused treatments to your menu this season, and show your guests how much you care with some chocolate-cov-ered strawberries, a glass of champagne, and a long stemmed red rose as a parting gift! n

have been fully realized, spas are finding ways to have their client luxuriate in chocolate-infused treatments.

The Lounge Spa in Culver City, Calif., offers their Sweetheart Package (100 minutes, $300) for couples on Valentine’s Day that includes a couples massage followed with a Chocolatini Facial. “The Chocolatini Facial is where we use a chocolate scrub to exfoliate, followed with a cocoa mask that helps tighten and pull out impurities, leaving the skin smelling delicious! We add the chocolate-dipped strawberries and the Love Potion elixir tonic, which is always a big hit after they received their service,” says owner Alice Koskas.

The Spa At The Hotel Hershey in Hershey, Pa. (a.k.a., The Chocolate Spa) is very popular with couples wishing to enjoy a relaxing and rejuvenating day together. They offer a variety of couples treatments, and seasonal offerings for a romantic Valentines getaway, including their popular Cocoa Couples Massage featur-ing their signature chocolate-scented massage oil with a classic Swedish massage (50 minutes, $230 weekdays, $240 weekends/80 minutes, $350 weekdays, $360 weekends).


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We’re talking about chocolate spa par-ties because the dark melting treat, which has come to be associated with romance and friendship, is meant to be shared. And it turns out to not only be a delight for the senses but for the skin as well.

Because chocolate parties can be a serious (yet fun) undertaking, we’ve gathered expert spa managers and di-rectors in that very “dark” business to help us throw the ultimate cocoa party: Robynn Cyr, spa sales manager for The Spa at The Hotel Hershey in Hershey, Pa.; Judy Buckley, manager of Hotel Boucan and its Cocoa Juvenate Spa by Hotel Chocolat (famed British chocolat-ier and cocoa grower) in Jalousle, Saint Lucia; Emmanuel Arroyo, spa director at Sense, A Rosewood Spa at Rosewood Mayakobá in Cancún, Mexico (home of cocoa), Shanon Hurlbut, spa manager at

The Crown Jewel Spa & Salon, Grand Rapids, Mich., where being treated like royalty includes the use of the bitter-sweet, and Melissa Stone Santangelo, owner of Balance Studio Spa in Felton, Calif., the local spa party “goddess.”

“One of the sweetest parts of any celebration is sharing the experience with friends and family members,” says Cyr. “Being part of the Hershey legacy, it should come as no surprise that our most popular services, by far, are all things chocolate!”

While a theme certainly isn’t a must for a successful spa party, it allows for coherent planning, keeps the party from seeming like a mix of “random” servic-es put together and makes marketing easier as well—chances are a chocolate spa party won’t spark much interest to a groom and his best men.

So let’s get started.

It’s aChocolate

Party!By Anna G. Wilhem

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WHY CHOCOLATE?Chocolate, says Arroyo, symbolizes

luxury and divinity, so what better way to spoil your clients than by offering them a party fit for the gods? Buckley concurs. “Cacao was once revered as superfood by the Mayans […],” she says. “The Mayans weren’t wrong, as well as being a delicious and nutritious food, cacao also makes a wonderful in-gredient in beauty treatments.”

For Hurlbut, chocolate is “a nour-ishing slimming and relaxing treatment […]. It provides minerals such as mag-nesium and zinc as well as increases the fat burning process,” she says before adding, “also, who can resist the smell of chocolate!”

THE ESSENTIAL ELEMENTS OF A CHOCOLATE SPA PARTY

“A chocolate spa party has to be relaxing and fun, leaving you rejuve-nated and recharged,” says Buckley.

Indeed, the fun part is indisput-able. After that it can range in length and price—it’s all about what the guest wants! Experts recommend that each guest receives at least two to three services to truly immerse themselves in the chocolate spa experience. “Well, in order to create a day of fat free indul-gence for the most inspired chocolate lovers, 6 hours is perfectly sufficient,” says Hurlbut. “This way the entire body is able to reap the benefits. Face, body, hands and nails, and feet and nails!”

With a minimum of 2 hours and up to a full day, the party must also be customized to the guest’s budget. “During our initial consultation with each guest, we determine the desired date, time, budget and service selec-tion and compose a proposed service itinerary,” says Cyr.

Then it’s a matter of picking the treatments. Our team of experts say that cocoa facials, massages and scrubs seem to be among the all time favorites (for more ideas check out our article “All About Chocolate” on page 27).

THE PARTY CONSULTATIONThere are essential questions one

must ask clients at the time of consulta-tion, says Cyr before expounding, “how many guests are in your party? Are you available to spend the entire day with us? Will one person in your party be responsible for payment or would all guests like to pay separately?”

At The Spa at The Hotel Hershey, the client is presented with pre-existing packages from their spa menu, which can then be customized to suit any spa party, says Cyr, adding, “or we custom-ize their day based on their individual requests”—The Spa charges a 50 per-cent cancellation fee for services called off less than 72 hours from party time. At Balance Studio Spa, Santangelo says she offers her “party planner” one pack-age with three items that starts at $45 per person. “I have one package with three items at an affordable price point, then I have many add-ons that they can add on to create their own person-al package,” Santangelo says. “Price points vary from $15 on up to $55. Some guests cannot spend much so it’s great to offer some low price point items.” After choosing the treatments, food, drinks and gift ideas are present-ed, and it’s a wrap! Once the party is

coordinated in person and the booking fee is taken (Santangelo takes $50 for a party of more than four), and until party time, “most of the communication is by email,” she says. Santangelo adds that she books her practitioners based on the number of party guests, length of the party and treatment chosen. For a 2-hour party consisting of a massage and a facial for five guests, Santangelo will have three practitioners.

TREATS (FOOd, dRINkS ANd gIFTS!)

And it wouldn’t be a party without goodies!

“A selection of chocolates to ac-company the pampering is a must,” says Buckley. “We recommend getting a selection of chocolates to suit every-one’s tastes, for example our Everything Selection Sleekster contains the best of our milk, white and dark chocolates. A really fun idea is our Large Dipping Adventure where guests can dip a va-riety of fruits, nuts and biscuits into mouth watering chocolate and caramel pots. For the perfect finishing touch, open a few bottles of bubbly!” While champagne is a sure hit for a party, how about sticking to the theme with some chocolate martinis? And if alco-

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hol is not of the order, mochas, hot cocoa, milkshakes and smoothies can certainly fit the bill. Then there are party gifts. Having a few options (and sug-gestions) in your retail area may be a good and lucrative idea. “Guests are welcome to order gifts for each of their attendants,” says Cyr, adding that their signature massage oil and body lotion set is among the top choices. “Gifts may be presented upon arrival or in our luxurious Oasis lounge while enjoying chocolate martinis!”

WHO TO TARgETWomen will most likely be your

targets of choice for your chocolate spa parties. Whether it’s a bachelor-ette party, a birthday, a girlfriend get together, a family reunion spanning several generations, mature women and young girls, will revel in the idea of a chocolate themed party that com-bines pampering, camaraderie and a treat that has come to be associated with comfort. Baby showers, to spoil the mom-to-be, could be yet another demographic that would love the idea of a cocoa spa party. Add to that the benefits (supported by research) of co-coa for skin—due to its vitamins, min-erals and phytonutrient contents that

contribute to cell regeneration and the production of collagen—and you are sure to get your clients’ attention. “To most women,” says Hurlbut, “creating a more supple youthful appearance is very important!” And while this may not pertain to the spa party domain, Arroyo notes that chocolate is also most appro-priate to couples packages “because of its known properties for stimulating endorphins” (see our “Chocolate for Two” article on page 32).

ExAMPLES OF CHOCOLATY SPA PARTIES ANd PACkAgES

The Spa at Hershey’s most popu-lar chocolate party, says Cyr, features their Whipped Cocoa Bath, a foaming chocolate milk bath (15 minutes $45); Chocolate Bean Polish where walnut shells and cocoa bean husks combine to gently exfoliate before a softening cocoa body moisturizer is applied (30 minutes, $65); and Cocoa Massage, a Swedish massage with a chocolate scented oil (50 minutes, $125). “Many guests also choose to enjoy lunch in our spa exclusive Oasis restaurant,” says Cyr, “where they may indulge in our signature chocolate martinis and decadent dessert buffet.” Such a party, where guests are welcome to enjoy the steam room, sauna, indoor pool and fitness center, is priced starting at $235 per person.

Sense, A Rosewood Spa, combines its scenery on the Riviera Maya with a luxe chocolate couples’ package. The

Escape Together Sun & Moon Journey (which includes a drop off to the spa by boat) includes a full body Mayan cacao scrub and wrap, as well as an herbal infused bath, followed by a Mayakoba Signature Island Massage, the spa’s signature Mayan chocolate massage (3 hours, $845 per couple). Arroyo says the price is based on an estimate of the minimum price for an hour treatment at Sense ($150). “In this case, since the treatment is 3 hours long for two peo-ple, the price is about $900,” he says.

At the Crown Jewel Spa & Salon, their Chocolate Decadence Package includes five treatments for 6 hours at $390. The package includes The Chocolate Decadence Body Scrub, the Chocolate Mineral Bath, The Chocolate Decadence Facial, and The Chocolate Decadence Manicure and Pedicure (with chocolate mousse mask and chocolate butter cream massage)—the price of each treatment added comes to $410.

So there you have it, party tips from the best in the field of chocolate spa—enjoy! n

Spa party essentials:• Consultation• Party runs from 2 to 6 hours• At least two to three services per guest• Don’t forget food, drinks and gifts!

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Cocoa! Oh Sweet

1. WEI OF CHOCOLATE • All the Wei Dark Chocolateweiofchocolate.com

2. GIGI • Milk Chocolate Crème Waxgigispa.com

3. BELLA SCHNEIDER BEAUTY• Shaker Creamy Chocolate Maskbellaschneiderbeauty.com

4. ESSIE• Cocoa Karmaessie.com

5. BENECOS• Taupe Temptationtruenatural.com

6. COLORADO AROMATICS• Everybody Needs a Chocolate kisscoloradoaromatics.com

7. ÉMINENCEORGANIC SKIN CARE• Chocolate Truffle Body Wrapeminenceorganics.com

8. M'LIS• Instant Meal Chocolate Creammlis.com

9. RHONDA ALLISON• Chocolate Antioxidant Maskrhondaallison.com

10. CIRCADIA• Cocoa Activator• Cocoa Enzymecircadia.com

11. THESIS• Body Scrub Chocolatier's Giftthesisbeauty.com

12. ANGEL MINARO• Deluxe Double Chocolate Scrubangelminaro.com

13. NICOBELLA ORGANICS• Dark Chocolate Truffle Assortmentnicobellaorganics.com

14. FARMHOUSE FRESH• Chocolate Softening Mask farmhousefreshgoods.com

15. LAVERA ORGANIC COSMETICS• Liquid Eyeliner Brown 02 lavera.com

16. MIRABELLA• Magic Marker EyelinerBrown Stonemirabellabeauty.com

17. CHINA GLAZE• Unpluggedchinaglaze.com

18. RAE COSMETICS• Lucky Lipsraecosmetics.com

Chocolate from head to toe...

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Cocoa! Oh Sweet

1. WEI OF CHOCOLATE • All the Wei Dark Chocolateweiofchocolate.com

2. GIGI • Milk Chocolate Crème Waxgigispa.com

3. BELLA SCHNEIDER BEAUTY• Shaker Creamy Chocolate Maskbellaschneiderbeauty.com

4. ESSIE• Cocoa Karmaessie.com

5. BENECOS• Taupe Temptationtruenatural.com

6. COLORADO AROMATICS• Everybody Needs a Chocolate kisscoloradoaromatics.com

7. ÉMINENCEORGANIC SKIN CARE• Chocolate Truffle Body Wrapeminenceorganics.com

8. M'LIS• Instant Meal Chocolate Creammlis.com

9. RHONDA ALLISON• Chocolate Antioxidant Maskrhondaallison.com

10. CIRCADIA• Cocoa Activator• Cocoa Enzymecircadia.com

11. THESIS• Body Scrub Chocolatier's Giftthesisbeauty.com

12. ANGEL MINARO• Deluxe Double Chocolate Scrubangelminaro.com

13. NICOBELLA ORGANICS• Dark Chocolate Truffle Assortmentnicobellaorganics.com

14. FARMHOUSE FRESH• Chocolate Softening Mask farmhousefreshgoods.com

15. LAVERA ORGANIC COSMETICS• Liquid Eyeliner Brown 02 lavera.com

16. MIRABELLA• Magic Marker EyelinerBrown Stonemirabellabeauty.com

17. CHINA GLAZE• Unpluggedchinaglaze.com

18. RAE COSMETICS• Lucky Lipsraecosmetics.com

Chocolate from head to toe...

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1. PALLADIO BEAUTY• Herbal Glam Intense Gel Liner in Brownpalladiobeauty.com

2. MAKES SCENTS NATURAL SPA LINE• Chocolate Décadence Body Wrapmakesscentsspaline.com

3. SORMÉ TREATMENT COSMETICS• Long Lasting Eye Shadow Wet/Drysorme.com

4. CHAGRIN VALLEY SOAP & SALVE CO.• Chocolate Butterchagrinvalleysoap.com

11. XOÇAI• Healthy Chocolatexocai.xocaistore.com

12. FLOWERY• Nail File I love Chocolatespilo.com/flowery

13. GLYMED PLUS• Chocolate Power Skin Rescue Masqueglymedplus.com

14. SKIN SCRIPT• Dark Chocolate Mint Maskskinscriptrx.com

15. CLAIRVOYANT BEAUTY • Coffee & Chocolate Bath Soakclairvoyantbeauty.com

16. OSMOSIS + COLOUR • Eye Shadow Trio Bronzed Cocoaosmosisskincare.com

17. ÉPILYSS• Chocolate Depilatory Gelthewaxconnection.com

18. SIRCUIT SKINCOSMECEUTICALS• Mocha Loca 4% Chocolate Lactic Acid Peelsircuitskin.com

19. CLAYSPRAY• Red Clay and Cacao Mask for Faceclayspray.com

5. BEAUTY FOODS• Nightly Beauty Chocolate Chai Renewal Beauty Drinkbeautyfoods.com

6. GLO MINERALS• Pressed Basegloprofessional.com

7. NOVALASH• Candied Lashes Cinnamon Toastnovalash.com

8. VERED• Le Chocolat Citrus Foaming Face Scrubveredbotanicals.com

9. ME! BATH• Choco-holic Shower SherbetExfoliating Sugar Scrubmebath.com

10. AMBER PRODUCTS• Chocolate Paraffinamberproducts.com

Rich, decadent and effective products… … to indulge, guilt-free!

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1. PALLADIO BEAUTY• Herbal Glam Intense Gel Liner in Brownpalladiobeauty.com

2. MAKES SCENTS NATURAL SPA LINE• Chocolate Décadence Body Wrapmakesscentsspaline.com

3. SORMÉ TREATMENT COSMETICS• Long Lasting Eye Shadow Wet/Drysorme.com

4. CHAGRIN VALLEY SOAP & SALVE CO.• Chocolate Butterchagrinvalleysoap.com

11. XOÇAI• Healthy Chocolatexocai.xocaistore.com

12. FLOWERY• Nail File I love Chocolatespilo.com/flowery

13. GLYMED PLUS• Chocolate Power Skin Rescue Masqueglymedplus.com

14. SKIN SCRIPT• Dark Chocolate Mint Maskskinscriptrx.com

15. CLAIRVOYANT BEAUTY • Coffee & Chocolate Bath Soakclairvoyantbeauty.com

16. OSMOSIS + COLOUR • Eye Shadow Trio Bronzed Cocoaosmosisskincare.com

17. ÉPILYSS• Chocolate Depilatory Gelthewaxconnection.com

18. SIRCUIT SKINCOSMECEUTICALS• Mocha Loca 4% Chocolate Lactic Acid Peelsircuitskin.com

19. CLAYSPRAY• Red Clay and Cacao Mask for Faceclayspray.com

5. BEAUTY FOODS• Nightly Beauty Chocolate Chai Renewal Beauty Drinkbeautyfoods.com

6. GLO MINERALS• Pressed Basegloprofessional.com

7. NOVALASH• Candied Lashes Cinnamon Toastnovalash.com

8. VERED• Le Chocolat Citrus Foaming Face Scrubveredbotanicals.com

9. ME! BATH• Choco-holic Shower SherbetExfoliating Sugar Scrubmebath.com

10. AMBER PRODUCTS• Chocolate Paraffinamberproducts.com

Rich, decadent and effective products… … to indulge, guilt-free!

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PRESENTED BY

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A WELLSPRING OF NEW IDEAS

MIAMI BEACH, FLMiami Beach Convention CenterMARCH 1 & 2, 2015

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SPAof theMONTHFrench Countryside-Inspired Retreat

THE MIRBEAU INN & SPA at The Pinehills, Plymouth, Mass.

by Amanda Clinton Winter

Dark green water lilies float on a pond surrounded by tall grass dancing with the wind. A small green bridge crosses over, its curve seemingly gen-tly embracing the waters and blending with nature. The scenery, which undoubtedly evokes Claude Monet’s famed painting, The Water-Lily Pond, is what awaits guests of the newly launched Mirbeau Inn & Spa at The Pinehills in Plymouth, Mass.

Its gardens and waterfalls inspired by French impressionist master Monet, and its intimate lodging modeled after a French country manor house, the Mirbeau Inn & Spa at The Pinehills invites guests to let go in the comfort of a private estate in what seems like the Parisian countryside at the heart of America’s Hometown, less than 50 miles from Boston.



spa | spa of the month

With just six months in opera-tion— Mirbeau opened its Pinehills location on June 29—the inn follows in the footsteps of its sister location in Skaneateles, N.Y., which was awarded a Four-Star Award in Forbes Travel Guide 2011, and Spa Finder Readers’ Choice Awards for Best Boutique Hotel & Spa.

Located on a serene, wooded par-cel, this romantic estate features luxe guest rooms, an elegant fine dining restaurant, a casual and relaxed bis-tro, dreamy gardens and terrace, and a 14,000 square foot full service spa combining comfort and elegance.

“The entire spa allows you to es-cape for a day,” says Spa Director Diane Scott, “and rebalance your life from the fast paced world we live in today.”

Spa Mirbeau offers classic massag-es, body wraps and facial treatments in its 14 treatment rooms featuring fireplaces and private sound systems. Guests can wait for their treatments in the resting area, keeping warm around the stone fireplace and heated foot massage pool located at the heart of the spa, or take a plunge in the outdoor oasis whirlpool. The spa also features a nail salon, blowout bar and fitness cen-ter—which includes an indoor cycling theater and yoga studio—and a retail boutique where guests can purchase skin care and spa products, as well as clothing and other gifts.

While many spa guests are also pa-trons of the hotel, Spa Mirbeau—whose clientele is 80 percent female and 20 percent male—also attracts locals who come in for a luxurious day at the spa, and to indulge in the French inspired cuisine at the restaurants.

In order to attract locals and en-courage them to revisit, Spa Mirbeau focuses on three main points: weekly specials, monthly events and a mem-bership program.

“We offer specials and attractive pricing for both mid-week and week-end rates,” said Scott. Among their many specials, Spa Mirbeau put forth “Twice as Nice” in November, where

guests received 20 percent off when booking two treatments (only valid from Monday to Thursday). The spa also holds monthly events and promo-tions with seasonal treatments. “We hold vendor events every six to eight

weeks, and forecast events at least three months in advance,” Scott said. For instance, the spa held a vendor event in August, where guests were served refreshments and presented with specials from the company.



Then there’s Club Mirbeau, the spa’s ex-clusive membership program—after only four months it counted more than 60 members—that gives lo-cals an incentive to keep coming back. The annual membership ($2,500 for one person, or $3,800 for a couple) that can be paid in full, half or monthly, of-fers members full access to the fitness center, studio, steam rooms, outdoor oasis whirlpool, unlimited group fit-ness classes, exclusive wine tastings, dinners and lawn picnics, as well as six guest day passes (valued at $50 each). In addition, members get a 10 percent discount on spa services and at the boutique. While the membership can-not be canceled, it can be suspended

one time, only in the event of illness verified by a proper doctor’s note.

In addition, Spa Mirbeau takes advantage of social media and the Internet to promote their offerings and keep their clientele in the know. “We send monthly emails to the local community and those who subscribe to our mailing list, and we also post spa promotions on Facebook,” Scott said.

If creating a memorable guest expe-rience is at the forefront of its philoso-phy, Spa Mirbeau places great impor-tance on its monthly and daily training with staff to review their concept of

customer service, among other things. “We have monthly training on treat-ments with vendors, daily reviews on VIP guests and treatment changes through-out the day,” said Scott. “Staff training could last up to three hours for treat-ment training. Daily updates throughout the day could be half an hour.

We review sales reports with em-ployees when employees are available. If the schedule allows, we meet at 8 a.m.”

Although the bulk of the spa’s rev-enue rests with massages (75 percent of its total composition), retail, which accounts for only 5 percent, is still con-sidered an important feature of the

spa, and employees are motivated to sell through a 10 percent commission.

With more than 30 therapists, tech-nicians and cosmetologists on the team, guests can indulge in a variety of ser-vices that include the spa’s signature treatments—a 20 percent gratuity is added to all spa services (prices shown are from Monday to Thursday, weekend prices increase by $5 to $20).

The Mirbeau Signature Massage, a classic Swedish massage to relieve tense muscles and promote relaxation, uses the spa’s private label 100 percent natural massage oils with sandalwood,


lime, ginger, green tea, rosemary, mint and blood orange (50 minutes, $110).

The Mirbeau Signature Facial, for-mulated with advanced age prevention ingredients, stimulates skin regenera-tion through massage and special tech-niques to leave the skin radiant and younger looking (50 minutes, $120).

The spa’s most popular es-thetic treatment, the Collagen Booster Therapy Cosmeceutical, plumps skin with hyaluronic acid and collagen to smooth out lines and wrinkles. The treatment is amplified with a thermo-sculpting mask to lift the facial contour (80 minutes, $215).

Other massages include the Monet’s Favorite Fragrance, an aromatherapy treatment tending to physical, mental and emotional well-being with a choice of essential oils and a classic Swedish massage (50 minutes, $120); or the Just the Essentials Massage, where scalp, hands and feet are pampered (50 minutes, $110).

Men can also benefit from treat-ments just for them, such as the Men’s Estate Facial, which is customized to men’s skin to soothe irritations from


shaving and moisturizing skin (50 min-utes, $120). Body treatments include the Mirbeau Ritual Body Treatment, a body exfoliation that uses an all natural sugar scrub, followed by a body butter application and a full body massage (100 minutes, $225); or the Hydrating Body Wrap that utilizes the spa’s own vitamin A, C and E body cream com-bined with scented oil and lotion to revitalize the body (100 minutes, $280).

Unique packages that include treat-ments and lunch or dinner also allow guests to truly abandon themselves to Mirbeau’s luxe and comfort for a day. The Balance Romance features a three-course dinner and one 50-minute couple’s treatment, such as The Art of Living Massage that includes an aro-matic herbal bath in a private soaking tub, chocolate-covered strawberries and massages by the fire ($455).

A true French countryside-inspired retreat, Mirbeau Inn & Spa at The Pinehills invites guests to slow down in the dream-like impressionistic scenery.

“Mirbeau,” says Scott, “is a clas-sically elegant retreat to escape daily routine.” n

Amanda Clinton Winter is the manag-ing editor of Les Nouvelles Esthétiques & Spa. She has a bachelor’s degree in English Literature and Psychology from Wheaton College in Norton, Mass., and a master’s degree in Public Relations from the University of Miami. Contact her at [email protected].

Mirbeau Inn & Spa at The Pinehills

35 Landmark DrivePlymouth, Mass., 02360mirbeau.com/pinehills

FACTSLaunched: June 29, 2014Owners: Gary and Linda Dower

FACILITY:• 50 Guest Rooms• 14 Spa Treatment Rooms (Includes Six Couple’s Rooms), The Oasis Whirlpool, Fitness Center, Two Steam Rooms, One Resting Area, One Nail Salon, One Blowout Bar

STAFF:• 20 Massage Therapists• Seven Estheticians• Three Nail Technicians• One Cosmetologist

PRODUCT LINES USED AND RETAILED:Spa Mirbeau’s own private line LaVie Mirbeau, Babor, Leonor Greyl, Archepelago, Tea Forte, Zents, Kerisma, MacBeth, Absolutely Natural

SIGNATURE TREATMENT:• Mirbeau Signature Massage

REVENUE COMPOSITION:• 75 Percent Massage• 15 Percent Skin Care• 5 Percent Body Care• 5 Percent Retail

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©2015 Professional Products Division • Visit us at www.satinsmooth.com and register to fi nd a distributor near you • 14SS009467

Agency: Con-Ad • 1 Cummings Point Rd. Stamford, CT 06902Client: Satin Smooth • Ad#: DermaRadienceFP14_1Publication: Les Nouvelles • Date: January 2015Ad Size: 8.375” x 10.875” + Bleed: 8.625” x 11.125”Caption: “Are you using the RIGHT Technology”Product: Satin Smooth Derma Radiance Pure Flower GrainsJob #: 447860 • P/N 14SS09467

CONFIDENTIAL EXCLUSIVE PROPERTYThis material is confi dential and shall remain the exclusive property of CONAIR CORP. Disclosure to a third party, copies or photographs for distribution are prohibited without the written consent of CONAIR CORP. This material must be returned to CONAIR CORP upon request.

CONAIR CORPORATION 1 Cummings Point Road Stamford, CT 06902 tel# 203-351-9000 fax# 203-351-9180

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ANTI-AGINGF R O M T H E

NECKDOWNBEAUTY FOR THE BODY

by Lydia Sarfati

Today, making an effort to take care of our bodies has become a growing concern. Green juices, raw foods, eating organic and fitness seem to be vastly increasing in popularity. This is the case for me. I wake up every morning to prepare my juice and head over to Central Park for a walk and my morning exercise. Yet the way that people value their bodies presents a great business opportunity for spas, as addressing this concern means bringing new clients in the door. While there are serums, creams, potions and lotions to help stop the clock or turn back time on our faces, let’s not forget the rest of the body! Clients may look 25 years old from the neck up, but if their bodies are sun damaged and rapidly losing their once spotless look, they won’t be fooling anyone.

Spot treatments are a great way to provide clients with services for the body because different ar-eas have different concerns. So let’s look at those parts of the body that might betray our clients’ true “maturity,” and explain how to get them on the path to agelessness.


spa | anti-aging from the neck down

PROBLEM: The décolleté can be one of the sexiest parts of the body, but it’s often left exposed to the sun and the elements causing dehydration, hyperpigmentation and premature aging.

SOLUTIONS:

Prevention is so important when it comes to sun damage, so make sure your clients are using sun protection. Rejuvenate your clients in the spa from the neck down with the following treatments:

DÉCOLLETÉ

Scrub and facial. A scrub or a facial for the dé-colleté could be excellent add-ons for your client to extend any treatment they are having done on their faces. A good exfoliation followed by a moisturizer (perhaps a first in that area for your client) is a great way to prep the décolleté for future anti-aging treatments.

Peel. Use a light chemical peel (alpha hydroxy acids) to help rid the skin of dull, dead skin cells. For best results, peels can be done once a month; patients with extremely dam-aged skin may benefit from more frequent intervals (perhaps once a week for one month) to get desired results quicker.

At home, have them continue the renewal with a rich, nourishing body cream with glycolic acid and natural oils such as coconut or mafura to brighten the skin and help bring back its youthful appearance.

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98% of women saw improvement of “orange peel”skin with a reduction of cellulite in just two weeks.

98% of women observed a decrease of 1 to 2.5 inches per measured area after one treatment.

100% found the treatment pleasant to have.97% felt a draining sensation.

93% found that their skin 93% found that their skin was smoother*(*Clinical Study France, Lyon 2012)

REDEFINES YOUR CURVES



HANDS


PROBLEM: Hands can be a telltale sign of aging. They naturally have thinner skin and less fat than your face and neck. Plus, constant exposure to the sun and elements make them drier, hyperpigmented and older-looking faster.

SOLUTIONS:

At your manicure stations or as an upgrade to a facial treatment, offer to care for your clients’ hands and bring back their glow.

Soak and scrub. Start off your hand treatment with a relaxing soak followed by an invigorating scrub, pay-ing extra attention to the nails and nail beds.

Mask. A shea butter based mask—extracted from the nuts of the karite tree—nourishes, protects and rejuvenates skin. Two other popular ingredients during the dry, winter months are paraffin (the same can apply for foot care), which rejuvenates, hydrates, relieves joint stiffness and increases range of motion, and seaweed, full of active trace miner-als, which improves skin suppleness and elasticity, as well as detoxifies, tones and cleanses.

Send clients home with an antioxidant rich hand cream to help defend against the elements and pre-mature aging.

HANDS



PROBLEM: The thick of it! The skin on the soles of the feet is much thicker than on the rest of the body—up to 1.4 mm! This area actu-ally has an extra layer of skin to help endure the daily wear and tear of walking around in stilettos, going for jogs or simply standing. This barrier is important to keep intact as dry, cracked feet can be a war zone of bacteria if not properly cared for.

FEET

SOLUTIONS:

Steer clear of foot razors, which can lead to permanent damage, up the risk of infection with cuts and the possible transfer-ence of blood between clients. A much gentler option is to soften feet with a pumice stone, foot file or exfoliating scrub.

Soak and scrub. Relax tired feet with a sooth-ing soak, then exfoliate them with a natural sea salt scrub, a sugar scrub or even a walnut shell scrub to soften them at your pedicure bowl.

Mask. Continue your feet rejuvenation treatment with a mask, followed by a massage and a thick moisturizer.

For at-home maintenance between pedi-cures, recommend that your clients use a foot cream with tea tree, lemon, rosemary and mint oils. Such ingredients provide antiseptic and anti-microbial properties to help keep feet clear of trouble-causing bacteria. Horse chestnut is also great for the feet, as it helps improve circulation and provides anti-inflammatory benefits.


LEGS

PROBLEM: Although dehydration due to depilation, vari-cose veins, spider veins, cellulite and stretch marks can happen almost anywhere on the body, they are often found on the legs. Varicose veins are swollen, twisted and sometimes painful veins that have filled with an abnormal collection of blood. Spider veins, tel-angiectasia, are small, widened blood vessels on the skin.

SOLUTIONS:

As estheticians we can help prevent unsightly veins by encouraging stimulation in areas prone to them. Providing a detoxifying leg treatment such as with a seaweed mask coupled with a massage is one way to get your clients’ legs to look and feel amazing.

It’s important that we understand how to care for the skin on all the different parts of the body to achieve a beautiful complex-ion for our clients from head to toe. n

Beyond Lavender at Salons of Volterra at Montserrat, Fort Worth, TexasHand and Arm Peel: a mild depth apple wine peel for the hands and arms (30 min-utes, $85).

Trés Auraé Spa, Williamsville, N.Y.Décolleté Treatment: A chemical exfolia-tion is followed by a seaweed treatment mask (35 minutes, $45, $35 when added to any facial).

The Spa at Black Butte Ranch, Black Butte Ranch, Ore.Metolius Stone Foot Renewal: A foot soak, scrub and moisturizing mask (60 minutes, $85).

Spa Cascada, Saratoga Springs, N.Y.Cascada Pedicure: A sugar scrub exfoliation is followed by a foot and leg mask, a warm towel wrap and massage (60 minutes, $50).

Vito Mazza Salon & Spa, Woolbridge, N.J.Velvet Skin Massage: Enrich skin with vi-tamins, amino acids, trace elements and minerals followed by a dry brush exfolia-tion, a massage and the application of a crème (50 minutes, $85).

Editors’ note: The following treat-ments can also be offered to rejuve-nate your clients from the neck down:

DÉCOLLETÉ

Laser. A series of five treatments (spaced by three to four weeks) such as Fractionated laser, Fraxel, or Intense Pulse Light, can reduce sun damage, redness, and stimulate col-lagen growth. Maintenance will be needed when brown spots reappear about twice a year.

Microdermabrasion. It is also a good option for mild to moderate brown spots and sun damage. A se-ries of three to six treatments (with three to four weeks in between) will rejuvenate skin.

Micro-needling. The device stimu-lates the healing cascade to produce healthier looking skin. A series of four to six treatments with a one to two month interval will improve skin texture and reduce wrinkles (micro-needling is an anti-aging treatment that will work well in other areas of the body).

Spa Treatments from the Neck Down:

HANDS

IPL. A series of three to four treatments, spaced three to four weeks apart, will help dark spots fade away.

Microdermabrasion. This is yet an-other option to remove age spots and give your clients fresher looking hands. Depending on the severity of the spots, a series of four to eight treat-ments might be necessary (spaced two to four weeks apart), with maintenance treatment up to six times a year.

>

Lydia Sarfati is the pres-

ident and founder of

Repêchage. She is an in-

ternationally recognized

skin care expert with more

than 30 years of experi-

ence in the industry, and has been quoted in

multiple highly respected publications and ap-

peared on television for her expertise. Sarfati

is the honorary chair of EstheticsAmerica,

CIDESCO USA and the Skin Care & Spa Council

Director of Intercoiffure North America. She is

the recipient of numerous prestigious industry

awards, including LNE & Spa’s Crystal Award.

Email her at [email protected].


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THE POWERR E T A I L D E S I G N

HOW TO TURN YOURCLIENTS INTO BUYERS

by Sam Margulies

In the spa industry, we’ve come to understand that opening a spa isn’t enough to get clients to come to the door. It takes work, effort, market-ing and much more to make it happen. And it’s the same for every component of the spa. Yet it seems that most spa professionals haven’t realized that this goes for product retail sales as well. So many professionals still seem to believe that you just have to put some products on a shelf and clients will buy them!

O F


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THE FACTS

Let’s put two facts side by side:

1 In a spa, 30 percent of the global income should come from prod-uct retail sales.

2 A vast majority of spa clients who don’t buy any product at the spa, will buy a skin care re-

lated item at a drug store or any other store within 24 hours of their spa visit.

Yet most spas do not reach the 10 percent retail ratio in their revenues. When so many clients will go to a non-professional store and buy nonprofes-sional retail skin care products after leaving the spa, how does that make any sense?

Let’s understand and design your “Spa Retail Power.” Retail sales involve design, marketing, merchandising, er-gonomics, and of course sales tech-niques—we followed a dozen spas for four to six months as they implemented some of those changes and watched as their profit skyrocketed by more than 27 percent!

spa | the power of retail design

Take advantage of the time that people spend in the locker rooms and have them use the products you retail in the shower (soaps and sham-poos), or as they ob-serve themselves in the mirrors (makeup). It’s an investment that will pay off.

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HYDROPLUS TECHNIQUE COMBINES DRY EXFOLIATION FOLLOWED BY SERUM INFUSION TO

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THE MARKETABILITY OF EACH SPACEIn a spa, the retail area cannot be lim-ited to the reception and boutique. It must be incorporated in the design throughout the whole spa. The recep-tion, the retail space, the treatment rooms, the relaxation area, the locker rooms, etc…

Each space has a specific level of marketability. The retail area has the highest pro-active sales potential space; this is where clients try prod-ucts and purchases are made. A flat screen with short videos of products retailed in the boutique can be a great marketing tool.

A locker room has a lower retail potential than a treatment room, and the relaxation room is the lowest of all. Take advantage of the time that people spend in the locker rooms and have them use the products you retail in the shower (soaps and shampoos), or as they observe themselves in the mirrors (makeup). It’s an investment that will pay off. Installing a flat screen in the mirror above the sinks (the same concept as in the boutique) or even hanging posters of products on the wall can also inspire clients to pur-chase. And what about the corridors? Corridors are only meant to take you from one room to another, therefore marketing support there will be mini-mal. Yet, how about stimulating your clients’ eyes with posters or elegant showcases displaying products? You need to define the level of market-ability of each space in your spa to support sales without infringing on the relaxing spa experience of the clients.

PERCEIVED VALUEThe most important element in sell-ing a product is not its real value, but its perceived value. That means that the commercial value of a product is really based on how it’s perceived by the consumer.

The retail product’s perceived value is created by the product itself, its pack-aging, the methods used to market it,

and by the way it’s presented in your retail structure. Unless it’s a private la-bel or a private line, spas don’t have control over the product (but they have the choice). They don’t have their say about the packaging or its marketing, but they do control presentation and promotion inside the spa, and this is where design plays a crucial role.

PRESENTING ON THE SHELVESMerchandising is the modern science about how to present retail products. Basic principles of merchandising can be explained both vertically and hori-zontally: In a big discount store, there are shelves from the floor up to 7 feet high. Vertically, the cheapest products are located at the bottom, from the

floor to about 30 inches high. The most expensive items are placed gradually from 30 inches high to eye level, and they go down in value as they reach the highest point. Horizontally, the more units of the same products that are on the shelf, the cheapest they are per-ceived to be. In other words, when you see 50 units of the same product on the bottom shelf, the perceived value is at the lowest end. The highest “real-es-tate” location is at eye level; and when there’s just one unit of a product placed at eye level, it increases its perceived value by presenting it as exclusive.

In a spa, the products should be presented on shelves from 30 inches high to above eye level. If the desired perceived value of the products is me-dium to high end, do not put 20 units



of each because it would lower the perceived value, but don’t put just one or two because that would make it feel inaccessible, too expensive. Maybe five to six units of each product with some space between the different products will probably establish the desired per-ceived value of the products, indepen-dently, as well as a whole line.

Every member of the staff must be trained to discuss, explain and promote each and every product, and market-ing supports including testers, post-ers, brochures, etc., should be placed strategically in the boutique (as well as throughout the spa according to the level of marketability of each space). You may also decide to diffuse scents of the products, and have exclusive music playing in the background.

TAPPING INTO THE UNCONSCIOUSWhen it comes to the relaxation area, make sure that the client won’t feel un-der sales pressure when relaxing there, so let’s be less aggressive in our strat-egy: Exclusive music in the background, no direct marketing support, but colors and forms related to the packaging of the products, scents and maybe some tea or other calming beverages.

Unconsciously, these sounds, col-ors, forms and tastes will later relate to the use of the products in the treatment rooms and will support the retail sales. For those of you who have all kinds of magazines like Elle, People, Vogue or In Style in your relaxation room, I bet you never thought twice about it; but think again: You invite your clients in-

The most

important element

in selling a product is

not its real value, but

its perceived value.

That means that the

commercial value of a

product is really based

on how it’s perceived

by the consumer.


side a space that you pay for, and you expose them to advertising for… skin care products that are not available in your spa! Instead display skin care and spa neutral magazines such as art, de-sign or historic periodicals, and have beautiful brochures of the product you retail available.

APPEALING TO THE SENSESOne of the most important elements in the spa merchandising strategy is based on stimulating the five senses of clients. In terms of retail sales, the senses are divided into two catego-ries: The direct ones, and the indirect ones. Those that are directly involved in the sales of skin care products are sight, smell and touch (because you can see, smell and touch the products). You don’t hear or taste a skin care product, however you can associate a sound you heard and a taste you got while in the spa, together with the products used on your face or body.

LOOKING BOTH WAYSAll marketing and merchandising spe-cialists will tell you that as a principle, when a client comes in, they will instinc-tively turn their head to the right, so this is where you should have the high-est interest retail products displayed.

But let’s re-think that for a moment: The pro-active sales begins in the treat-ment rooms, and the actual buying of the retail products happens after the treatment at the checkout. So when the client re-enters the reception/bou-tique/checkout, what was the right side when entering the spa might then be... on the left!

Have a flat screen television on the right hand side when entering the spa displaying videos of products and yet another flat screen on the opposite side playing short demonstrations of the treatments you offer, as well as prod-ucts—the small production investment is well worth it.

If retail sales in a spa is as important

as in any commerce, it has more to do about designing it the right way. With the right techniques and tools, turn your clients into buyers while your therapists double as proactive skin care retail con-sultants. Make your spa a better busi-ness, design your own retail power! n


Sam Margulies is a

French designer based in

Canada, with more than

15 years of involvement

in the conception and de-

sign of hundreds of spas

around the world. A frequent speaker at trade

shows and a published author in various trade

magazines, he is also a regular lecturer for the

Spa and Hospitality Management Certificate

Program at the University of California, Irvine

(UCI), as well as for the Swiss Hospitality

Management School in Switzerland. Margulies

develops training seminars for spas and skin

care product companies focusing on increas-

ing retail sales. atmospherespadesign.com

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How can you chase away the winter blues, boost your first quarter cash flow and help guests redeem holiday gift certificates? For many spas, Valentine’s Day is the first big holiday of the New Year and a time to plan romantic specials and promotions. This year, Valentine’s Day falls on a Saturday—promising a full weekend

of romantic opportunities. Who doesn’t want to look ravishing on Valentine’s Day? But why be content with sales and services for just one day when

you can add a Valentine’s Day preparation menu? Preparation services can be used to entice spa guests who are looking

for a bit of post-holiday rejuvenation or need to redeem gift certificates.

And Pack Your Appointment Book!by Patti Biro


Services for women, couples or male clients can be crafted with a Pre-Valentine’s Day twist, whether your guests are prepping for a romantic dinner for two, a weekend getaway or simply a quiet evening at home. As you plan your promotions and specials, brainstorm your ideas with key staff to help them get excited and publicize your specials. Let’s get started!

Schedule ConsiderationsReview your pre-Valentine’s Day book-ings from last year. Which services were your most popular? Set targets for areas where you want to increase sales. This

spa | valentine’s prep services

will guide the type and number of spe-cial menu items you create. Evaluate which services can be scheduled as side-by-side experiences or designed specifically for couples. Remember that express services can be offered indi-vidually or as an add-on to any service to assure efficient booking. Planning some promotions as a series or a bun-dled service will increase the number of visits guests make to your spa and the average ticket price.

What’s in a Name?Valentine’s Day is an occasion that of-fers you a chance to use your creative

side. Create enticing names for these Valentine’s prep services to peak guest curiosity. Your promotions can feature the romantic, the whimsical or even the exotic. Take a cue from classic ingredi-ents such as chocolate, roses, strawber-ries, champagne or wine.

Classic Valentine’s Day colors of pink, white and red can be used to cre-ate charming services with names such as “tickled pink” or “Red Hot Lover.” Inspiration can also come from flow-ers, candy or cute phrases. The fol-lowing sample of services and creative menu names are provided below to inspire you.

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MAKEUP APPLICATIONCupid’s Picture Perfect, Get the Glow, So Lovely

Truly glamorous makeup is best achieved by a professional service. Why not couple a special day of make-up application with a makeup lesson, or a follow-up appointment to create a memorable and long lasting service? Make sure to offer a special “Cupid’s Kiss” lipstick promotion to promote retail sales of lipstick for touch-ups.

BROW AND LASH MAKEOVERSCeleb-ri-tize Me! Loving Looks

Take a cue from celebrities and help your guests create brow and lash spe-cials that include a consultation and the service. This promotion works especially well a week or more before Valentine’s Day to reduce redness and allow for a more natural look.

Allowing guests to select a celebrity brow style adds a glamour factor that is sure to please. Create a “Look Book” of brow styles for clients to choose from. Add lash tinting or curling services for a fantastic package.


EYELASH EXTENSIONSValentine’s Day Eye Candy, Eye-do (say yes to romance!), Idol Eyes

If you offer lash extension services, this is the perfect promotion! Recommend to guests that getting a lash applica-tion a week or a few days ahead of Valentine’s Day will allow them time to get accustomed to the new look and feel. Promote a package that includes a return visit so the guest will automati-cally book another service at the spa.

BODY WRAPS AND SCRUBSRoses are Red, Cover Me in Chocolate, Wine-not?

A combination scrub and wrap special is the perfect preparation for an eve-ning or weekend of romance. Using classic romantic ingredients such as chocolate or wine sets this package apart as a special treat. Pull out all the stops and consider innovative pairings of scrub and wrap combinations.

WAXINGPerfect for my Honey, Satin Smooth, Silk Heart Special

Smooth and sensual times are ahead with a waxing service. Waxing is best as a pre-holiday promotion to give the skin a chance to recover and minimize any irritation.

Waxing services can also be pro-moted as an add-on enhancement to any spa service to boost your average sale and create personalized packages. You might consider a special service, such as waxing designs or tints to add a creative touch.

MASSAGELove is in the Air, Scent-sational Massage, Love me Tender

Take your basic massage to a new level by offering an aromatherapy massage focused on scents that target the ro-mantic, sensual or free spirited guest. Allow your guests to select their “heart’s desire” aromatherapy scent to custom-ize their service.

SKIN CARE SERVICESBetter than a Box of Chocolate, Rosy Complexion, Peaches and Cream

Beautiful skin is the perfect accesso-ry for any special holiday—especially Valentine’s Day. Promote facials and skin treatments at the beginning of February to encourage maximum re-sults. Feature skin care products such as chocolate masks or flower based ingredients to promote the Valentine’s theme.

NAIL SERVICES AND NAIL ARTCupid’s Cupcake, Spice up the Love, Tasty Twosome From the classic to the creative, if your spa offers nail services, you can fill your books with services up to a week be-fore the big day. Combo services of manicures and pedicures or a manicure with nail art offer a “tasty twosome” to your guests.

Offering a single nail art “add-on” can provide a quick and profitable en-hancement to your nail service menu for guests who don’t want an entire nail art service.

ESPECIALLY FOR HER


WAXING SERVICESSmooth Operator, Silky Kind of Guy, Smooth Sailing for Valentine’s Day

Manscaping has become a popular service to address unwanted hair is-sues. Like waxing services for women, the results are better when offered as a series—or at a minimum several days before the Valentine’s Day weekend. Remember, most men first visit a spa as a result of a gift certificate—so promote this service to all the ladies.

NAIL SERVICES I Wanna Hold Your Hand Mani-cure, Play Footsie with Me

Rough feet and scratchy toes do not make for a romantic encounter! Target men’s services as a pre-Valentine’s Day prep by appealing to what makes the special someone in their life happy! Offer unscented products or manly aro-mas for these services.

MASSAGETable for One, Forget me Knot

Give your classic deep tissue or sports massage a Valentine’s twist by including a special take home gift or complimen-tary add-on such as a scalp massage. Men in particular love this service.

ESPECIALLY FOR HIM



Why wait until Valentine’s Day when you can promote a way for couples and twosomes to unwind and spend some quality time together? Designing your offerings to be gender neutral will allow you to promote these services for BFFs, mothers and daughters or coworkers wanting to treat themselves, as well as romantic couples.

MASSAGEMassage a Deux, Table for Two

Make a side-by-side service memo-rable with themed add-ons that maxi-mize the impact but control costs. Small touches such as a take home gift, rose petals on the massage table or special treats such as chocolates, cupcakes or champagne add flair to the massage but don’t bust your budget.


COUPLES AND SIDE-BY-SIDE SERVICES

NAIL SERVICESSugar and Spice, Sweet Feet, Duet for the Sole Manicures and pedicures are perfect side-by-side services. Customize them for Valentine’s Day by featuring a sugar hand or foot scrub, and spice it up with a vanilla, peppermint or exotic ingre-dient for a mask or lotion application. Floating rose petals or other flowers in the soak pumps up the romance factor!

CUSTOMIZED PACKAGESMy Suite Valentine, Sweet Retreat

Allow guests to create their own cus-tomized “Heart’s Desire” preparation packages by combining two or three of your most popular services.

How to Woo the Pre-Valentine’s Day Guest:

Start Early. Plan your menu now, and promote it early and of-ten. Create in spa promotions, dis-plays and reminder cards. Trickle out teaser promotions with great pictures on Twitter, Instagram and Facebook.

Reach Out. Send an email pro-motion to your list and create cute Valentine’s Day Prep Cards to put in every guest’s retail sales bag.

Remind. To capture the pre-Valentine’s Day market, target your promotions to solo guests, friends or coworkers interested in socializing in the spa, as well as couples. Remind those who have purchased gift certificates to re-deem them for your special offers.

Filling your appointment book in the days and weeks before the big day can make for a happy and profitable February. n

Valentine’s Day Specials:

Anjou Spa, Bend, Ore.

Duet Massage (60 minutes, $269/90 minutes, $339): Couples massage + 30 minute fresh face peel, served with cham-pagne + chocolate. Includes a take-home gift of soy wax love lights.

Duet Pedi (60 minutes, $109): Side by side seasonal pedicures, served with champagne + chocolate. Guests take home a nail polish + emery board.

Spa Grand Traverse at Grand Traverse Resort and Spa, Acme, Mich.

Cherry Chocolate Manicure/Pedicure Combo (100 minutes, $95): A signature manicure and pedicure with a sweet twist of chocolate. Guests enjoy an aromatic bath soak followed by a moisturizing mas-sage and paraffin mask for the ultimate hydration using locally made cherry prod-ucts. Perfect for solos or as a side by side service for couples and BFFs.

Bella Luz Medical Aesthetics and Laser Center, Kerrville, Texas

Gaze in the Mirror Fabulous Facialto Get that Valentine Glow!(45 Minutes, $179): Clients receive a full facial treatment including lymphatic drainage, cleansing, exfoliation, a light peel, extractions, hydration and an infu-sion of antioxidants, growth factors and hyaluronic acid into the skin for a plump-ing effect. Includes a red LED light treat-ment to reduce inflammation, nurture damaged tissue and help with moisture retention for a happy, glowing face.

Patti Biro is the found-

er and principal of Patti

Biro and Associates, a

consulting firm specializ-

ing in brand enrichment

through creative special

events, retail consulting and education in the

spa and wellness industry. She is a frequent

presenter in the national and international trade

show circuit. For more information, visit patti-

biro.com or email [email protected].

PLUMPING AND VOLUMIZING PEPTIDES1. AC Collagen Prepeptide (Tripeptide-29)2. Adifyline (Acetyl Hexapeptide-38)3. ATPeptide IS (Tripeptide-3)4. Kollaren (Tripeptide-1)5. MPC Complex (Whey Protein Lactus Proteinum)6. Peptide Vinci 02 (Hexapeptide-3)7. Provital (Hydrolyzed Oats)8. Sepilift (Dipalmitoyl Hydroxyproline)9. Syn-Coll (Palmitoyl Tripeptide-5)10. Syn-Tacks (Palmitoyl Dipeptide-5 Diaminobutyroyl Hydroxythreonine)11. Syn-Tacks (Palmitoyl Dipeptide-5 Diaminohydroxybutyrate)12. Trylagen (Tripeptide-10 Citrulline)

ANTI-GRAVITY, FIRMING AND LIFTING PEPTIDES13. Haloxyl, Matrixyl 3000, Regestril (Palmitoyl Tripeptide-1)14. Haloxyl, Matrixyl 3000, Regestril (Palmitoyl Tetrapeptide-7)15. Idealift (Acetyl Dipeptide-1 Cetyl Ester)16. Peptimide-6 (Hexapeptide-11)17. Serilesine (Hexapeptide-10)

WRINKLE RELAXING PEPTIDES (NEUROPEPTIDES)18. Argireline (Acetyl Hexapeptide-8)19. Inyline (Acetyl Hexapeptide-30)20. Leuphasyl (Pentapeptide-18)21. Myoxinol (Hydrolyzed Hibiscus Esculentus Extract)22. SNAP 8 (Acetyl Octapeptide-3)23. Syn-Ake (Dipeptide Diaminobutyroyl Benzylamide Diacetate)

HYDRATION AND MOISTURE-BINDING PEPTIDES24. Asebiol LS (Hydrolyzed Yeast Protein)25. Diffuporine (Acetyl Hexapeptide-37)26. Silusyne (Laurdimonium Hydroxypropyl Hydrolyzed Soy Protein)27. Trylagen (Hydrolyzed Soy Protein)28. Trylagen (Hydrolyzed Wheat Protein)29. Trylagen (Pseudoalteromonas Ferment Extract)

ANTI-GLYCATION, ANTIOXIDANT, AND PROTECTIVE PEPTIDES30. Alistin (Decarboxyl Carnosine HCL)31. ATP 23 (Azelaoyl Bis-Peptide-10 (formerly Tetrapeptide-23))32. Inyline (Arginine)33. Nanowhite (Glutathione)34. Peptide Q10 (Pentapeptide-34 Trifluoroacetate)35. Regu-Age (Oxido Reductases)36. Thermostressine (Acetyl Tetrapeptide-22)37. Thymulen 4 (Acetyl Tetrapeptide-2)

TRIPLE ACTION PEPTIDE38. Peptiskin (Arginine/Lysine Polypeptide)

ANTI-DARK CIRCLE PEPTIDE39. Eyeseryl (Acetyl Tetrapeptide-5)ANTI-PUFFINESS PEPTIDES40. Eyeliss (Dipeptide-2)41. Eyeliss (Palmitoyl Tetrapeptide-3)

BLACK PEARL, ILLUMINATING AND RADIANCE PEPTIDES42. Kombuchka (Saccharomyces/Xylinum/Black Tea Ferment 43. Pearl Peptide (Hydrolyzed Conchiolin Protein)44. Pearl Powder (Pearl Powder)

RETINOIC-LIKE PEPTIDE45. Dermapep A350 (Myristoyl Tripeptide-31)

EXFOLIATING PEPTIDE46. Perfection Peptide P3 (Hexanoyl Dipeptide-3 Norleucine Acetate)

ENERGIZING, MICROCIRCULATING AND WARMING PEPTIDES47. AC Dermapeptide Warming (Lactobacillus)48. Chondricare IS (Pentapeptide-28)49. Regu-Age (Glycine Soja Protein)50. Regu-Age (Hydrolyzed Rice Protein)BRIGHTENING PEPTIDE51. B-White (Oligopeptide-68)

CLEARING PEPTIDE 52. Granactive (Oligopeptide-10)

ANTI-REDNESS, DETOXIFYING AND NEUTRALIZING PEPTIDES53. Neutrazen (Palmitoyl Tripeptide-8)54. Sake (Rice Ferment Filtrate)55. Telangyn (Acetyl Tetrapeptide-33)

EYELASH FORTIFYING, HAIR FULLNESS PEPTIDE56. Proharin (Octapeptide-2)57. Sympeptide 226 (Myristoyl Hexapeptide-17)58. Sympeptide 235 (Myristoyl Hexapeptide-16)

ANTI-CELLULITE PEPTIDE59. Silusyne (Acetyl Hexapeptide-39)

FOAMING PEPTIDE60. Foaming Peptide (Sodium Cocoyl Hydrolyzed Amaranth Protein)

PRESERVATIVE PEPTIDE61. Natapres (Lactobacillus Ferment)62. Natapres (Leuconostoc/Radish Root Ferment Filtrate)

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Is your spa ready to join the most prestigious medi spas, resorts spas, and dermatological offices across the globe in offering HydroPeptide? Talk to a representative at 1.800.932.9873 to receive samples and a retailer application. Become a member of our ever-growing list of partners and see what makes us the leaders in anti-aging.

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MOISTuRIzING MITTSPure Code Bodycare’s Moisturizing Gel Gloves are an at home alternative to spa skin treatments, says the company. The self-activating gel formula provides personal pampering power to maintain the radiance and vitality of your clients’ skin in between treatments. Jojoba oil, olive oil and vitamin E seep deep into the skin to rejuvenate and hydrate.

TREAT FOR EXTREMITIESMatis Paris’ Nourishing Balm for Hands and Feet is a concentrate based on energizing essential waxes for chapped hands and feet. The nourishing balm helps repair and energize feet back to tip-toe presentation, says the company.

MEGA HYDRATIONjane iredale launches HandDrink Hand Cream, a luxurious hand moisturizer with SPF 15. This hydrating protective cream combines sun protection with added skin care benefits to help keep hands healthy and hydrated with apple, green tea and blackberry extracts, says the company.


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CHATLNE & SPA

With David BremerMarket Director of Spa and Fitness of the Ritz-Carlton

Coconut Grove and Key Biscayne, in Miami, Fla.

How do you manage stress that work brings into your life?I work on having balance in my life by carving out time for myself and my wife. Just living in South Florida near the ocean keeps us balanced.

Can you give us a breakdown of your spa’s revenue composition?It’s 60 percent massage, 20 percent facial, 20 percent salon, and our spa boutiques do about 20 percent of our service sales.

How many employees do you have?I have about 65 employees between the two locations. There are sev-eral individuals with specialties such as Thai, Pre-natal, Neuromuscular, Reflexology, Aromatherapy.

How do you train staff?We have daily line ups that take about 10-15 minutes. We discuss what is happening and also an aspect of our company philosophy. We also hold monthly meetings, which last between one to 2 hours.

What takes place during a line up?We typically do line up around 12 p.m. but it depends on business vol-ume and when we can get the most people to attend. We have a goal for each provider to provide an upgrade, reschedule a guest, sell a retail prod-uct, or do enhancement to a service each day, depending on the guests’ needs and requests. Talking about it each day keeps the goal fresh and exciting. It has become a healthy competition.

With more than 20 years of experience in the spa industry, Bremer started his career in 1991 at Walt Disney World in resort and spa operations, before continuing onto other opportunities that took him to Seattle, Wash., and led to his return to Florida in 2005.

My favorite quote is Walt Disney’s “All our dreams can come true, if we have the courage to pursue them.”

If I could travel anywhere in the world I would go to Asia and the South Pacific.


Where is the retail area located and what is its surface area compared to the rest of the spa?The Spa boutique is at the entrance

to the spa. It is approximately 1,000

square feet. It was originally designed

in the current layout.

What are your retail goals?Twenty percent of our service sales in

retail.

What incentives do you have for your staff to sell?Both commission and contests. Our

spa product companies partner with

us on incentives as well.

Tell us about your marketing techniques… I don’t like giving flat discounts. I prefer to come up with specials that add value and enhance measure-ments. I also look at opportunity times like Monday mid-afternoons or a week after a holiday. One of our specials was to schedule a regularly priced massage or facial and receive $50 credit in our spa boutique. I be-lieve it was a great value and drove traffic into our boutique. The guests were then asking for suggestions for products, which made sales easy for the therapists.

How do you keep local customers loyal?We have a local program called the “Key Card,” which has benefits within the spa and hotel including discounts and specials for spa, restaurants, and complimentary valet parking. This year we are launching new birthday and anniversary benefits. The mem-bers are on our email list, which we send out monthly and for holiday specials. We also offer retail specials with repeat services.

How do you prepare for special events and promotions?We have a calendar of events and spe-cials. We work out the details about three months in advance. There may be block out dates or specific end

dates when I know we will be busy in the hotel and do not need to offer highly discounted specials. I take this information back to my spa team and we discuss what has worked in the past and the current trends.

What worked well?Bundling treatment with retail has worked well, or specials that require a return visit tend to be more effec-tive. I also start and end specials on specific dates and we do our best not to offer the special after the expira-tion date. It helps create a sense of urgency and integrity for the pricing. n

Ritz-Carlton Key Biscayne Miami, Fla.25,000 square feetspa boutique21 treatment roomssix hair stationsfour manifour pedifavorite treatment:Piña Colada Body Polisher

Ritz-Carlton Coconut GroveMiami, Fla.2,000 square feetspa boutiquesix treatment roomsfavorite treatment:Signature Stone andBirchwood Massage


How ToHOOKHoliday Gift CardRECIPIENTSKeep Them Coming Back for More!by Nadia Arain

In the month of January, many spas find their phones ringing off the hook. While this may sound exciting, much of this noise is not due to new clients exactly, but rather first-time guests eager to claim a prepaid service they received as a holiday gift. In the first month of the year, many spas are inundated with an influx of people cashing in on gift cards, vouchers and certificates, a testament to the festive season filled with cheer and giving that just passed. While this action gives the illusion of productivity, it’s really simply busyness without motion, as the cash register is not ac-tually registering anything.



business | how to hook gift card recipients

So What Gives?Basically, 90 percent of these people who have turned up to claim their “freebie” have absolutely no intention what-soever to return to that spa and invest in their own health and well-being again. This directly stems from being a “bad receiver” in psychological terms, which refers to the com-mon feeling of guilt or shame many feel whenever they fork out money on themselves because it’s so difficult to actu-ally be nice to oneself. Going to a spa isn’t a luxury, it’s a necessity—even if it’s just for a file and polish. It creates a feeling of abundance.

ConsultationsThere are stages to ensure an “upsell” with your gift cer-tificate, and the secret behind this is consultations. Treat a gift certificate client no differently than you would treat any other paying client at your spa, and the first thing you do with any new client is hold a short consultation with them. In this consultation, you will discover their main concerns.

Savvy estheticians know that if their client’s concern is bad skin and they have come for a massage, an express facial would be absolutely perfect. For the problem that your client has, they will probably be willing to pay. Of course, it also depends on your client’s financial ability to invest in them-selves, something you obviously cannot control.

90 percent of these people who have turned up to claim their “free-bie” have absolutely no intention whatsoever to return to that spa and invest in their own health and well-being again.


Gita Mahabir of Mahabir Spa in Lansing, Mich., says that “consultations are the lifeblood” of her spa. When clients come into her medi-spa with a gift certificate, often simply educating them about what they would receive and the range of services available, leads them to instantly upgrade their service. She comments that clients leave happy and thank her for sharing her services with them.

Follow-Up MarketingMarket research has been done to show that people don’t notice a brand fully until the seventh time they experience it. Also, they don’t invest money in something until it has crossed their periphery approximately 12 times. Most spa profession-als may have the illusion that if someone doesn’t spend when they come in for a gift certificate, they simply aren’t interested in spending, and they don’t take any action to change this.

It’s important to always take down the client’s details and market to them through numerous channels available such as email, direct mail and advertising.

Louisa Ashforth of Beauty By Louisa in the United Kingdom and founder of LA Skincare says: “When I reach out to my clients on a consistent basis, they spend more with me be-cause they feel I actually care about them.”

Taster (Discounted) TreatmentsWhen gift certificate clients are booked in, it’s wise to sched-ule many of them on the same day, if possible, and make an event of it. Why? Because in this event, you should also be having short discounted treatments that don’t break the bank—and still make you money.

For example, say a gift card recipient comes in for a manicure, and she reveals during small talk that she is also due for a pedicure and a wax, however doesn’t quite have the budget for it right now. She’s pleasantly surprised that some select treatments are discounted today and she will be spending $25 to have her feet polished instead of $55. She happily agrees to put it on the tab. Many spa owners think that this would cause them a loss, however this actu-ally helps you acquire clients. There are two reasons for this: First, you make small amounts of cash that add up. Second, as per consumer psychology, when someone spends twice in a row, they become a permanent customer. The reasoning behind this is trust. Whilst you may say that the gift certificate isn’t really money they are spending, they are exchanging pre-paid money, and the quicker a client can spend their own money, the quicker they become loyal.


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I adopted this strategy myself as the spa director of Secret Paradise Spa in London, U.K., when I got my clients to spend at the spa on these amazing event days, it fostered an exciting buzz and made for great editorials everywhere. People love to be the center of attention, so make it hap-pen! It’s important to let your clients know how much you appreciate them, all the time.

Personalize your approach Offering solutions to clients’ individual problems is one of the trickiest ways to retain gift certificate clients, however it is the one that brings the most revenue. There’s an art to doing this, and it’s used solely in conjunction with consultations.

On your client consultation form, ask questions specifi-cally targeted to identify chronic problems your clients suffer from. Two perfect examples are facial acne and back pain. Neither of them has developed overnight, and they provide you with a perfect chance to educate the client (which they will appreciate) about how they should “take care” of this

issue more. Appeal to their emotions. Dig deep and quick as to how this is impact-

ing their life. Perhaps the acne is causing low self-esteem, and the back pain doesn’t allow them to enjoy a well-deserved night’s rest.

A general rule of thumb is that emotions drive purchasing decisions, but logic is used to justify these decisions. Offer incentives for clients to purchase a package on the day combined with exceptional, superior and stellar spa-tastic ser-vice. If you do all of this, a client who sees the value in your services will most definitely invest!

Final thoughtsNot all clients will want to invest in your services, and that’s something you must accept. This is where alliances with other businesses come in handy, because if you’re not offering tanning at your spa and the tanning salon down the road is, refer the client and you can still make money. A gift certificate client may even pass the favor forward and buy one for their loved ones, per-petuating a cycle of gratitude, love and joy.

Learn to go with the flow and trust that the clients you are meant to serve will never pass you by. n

Nadia Arain is a heart-centric busi-

nesswoman and spiritually con-

scious entrepreneur. She partners

with spas and salons to promote dy-

namic growth by using life and spa

liberation. She is a previous day spa

owner, published author, business mentor and founder

of The Spapreneur Consulting. Her published titles in-

clude “The 21st Century Spartanite,” “Spa Marketing

Success” and “His Commitment Blueprint.” Discover

more of her magic for your spa at

the-spapreneur.com today.

A general rule of thumb is that emotions drive purchasing deci-sions, logic is used to justify these decisions.

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PLUG IN T H E

G A P SH o w S p a s C a n : Minimize Downtime + Maximize Revenueby Louis Silberman

Tick tock. The sound of a clock. If you’re a spa owner or manager, you know all too well how slowly time passes when clients aren’t filling your treatment rooms. While gaps between appointments are hardly a phenomenon unique to the spa industry, some methods of dealing with them are more productive than others. On a positive note, a few minutes of downtime allows employees the opportunity to catch up on paperwork, restock their supplies and read up on spa-related trends, but anything more than that and they also have ample time to check their Facebook page, text friends and chat with co-workers. Simply put, too many “gaps” not only deplete staff enthusiasm but also cost money.


There are two ways of looking at gaps: One is to as-sume that they’re simply unavoidable, and the other is to view them as terrific opportunities for growth.


business | plug in the gaps

Staff IncentivesThe key to minimizing employee down-time is incentivizing them to build their business clientele (and yours) by cre-ating special contests and fun chal-lenges that reward their productivity. For example, if employees have one or two free hours in any given day, it’s the perfect time for them to make quick customer service calls to recent clients: Was the client happy with his or her service? How does their skin look and feel? And, if the client books today by phone, offer them a special deal on a similar service.

Speaking of Facebook, employees can use it advantageously to bring in last minute clients: List a special offer, post a fun contest with a skin care ser-vice or discount as the prize, or just ask friends to like the employee’s page for a discount on same-day service.

Free time can be utilized to send email blasts or texts to those clients who have opted in, either to fill a last min-ute cancellation or better yet, the day before—when any gaps are hopefully noticed in advance. Although social media is a preferred means of commu-nication for many people today, don’t overlook the power and possibility of doing things the “old-fashioned” way: Simply walk down the street and pass out flyers, introducing yourself and your services (with a special one time offer) to new potential clients. Nothing sticks in people’s minds quite like a smile and a handshake.

Client IncentivesBoth new and existing customers can help fill in gaps, but they should always feel like they’re being offered a valu-able service that they want or need, not that they’re part of a sales quota.

It’s an easy answer, right? The first choice saves the client a few dollars while the second is more about en-hancing the client’s total spa experi-ence. Both offers cost the spa about the same, but the latter fosters a sense of luxury and creativity that goes a long way toward both short- and long-term success.

Michelle Shuster, general manager of Fusion LifeSpa in Minneapolis, Minn., says that one of the most effective ways to fill empty spots is by simply upgrad-ing clients who come to the spa with

Consider the following two offers. Which is more attractive?:

Book a facial before 3 p.m. and receive 10 percent off!

Book a facial before 3 p.m. and receive a free eyebrow or lip waxing plus a moisturizing hand treatment that will leave your skin feeling baby soft!

Don’t overlook the power and possibility of doing things the “old-fashioned” way.



an appointment. “A 60-minute mas-sage can easily become a 90-minute one, and we typically don’t even have to offer a discount for the upgrade,” Shuster says. “Clients are usually happy to extend their service. They’re already here [and ready to relax].”

“Add-ons work extremely well,” agrees Michelle Erickson, spa director, educator and esthetician for Avalon Salon and Spa in Dallas, Texas. She and her staff might ask a facial client if she also wants extractions, or a massage with a waxing. She also builds recip-

rocal relationships with other service providers within the company such as hair stylists, asking them to talk up her spa services to their clients, and she does the same for them.

Discounts work well in other sit-uations, too. National Laser Institute Dallas Operations Manager Crystal Smith likes networking with local busi-nesses to boost sales during downtime. “We’ve had a lot of success with ‘$25 off First Visit’ cards. They’re fairly inex-pensive to get rolling. We pass them out at a number of local hair salons,

lash extension boutiques, blowout bars and so on,” she explains.

Timing is EverythingTo fill in typically slower times, Smith relies on clients with daytime flexibility but says they aren’t always easy to find. For her, college co-eds are the perfect answer. “Targeting local universities works well for us,” she says. “Initially, we offer them a service at a highly dis-counted price and that often brings them back to us as loyal customers.”

Free time can be utilized to send email blasts or texts to those clients who have opted in, either to fill a last minute cancellation or better yet, the day before—when any gaps are hopefully noticed in advance.


Smith also places no- or low-cost ads in school newspapers and sets up booths at college fairs whenever possible. She keeps a list of students who are typically available so they can be contacted to fill in as needed.

Anticipating GapsOftentimes, scheduling gaps occur sim-ply because nobody ever sat down to figure out when those times really are—not just daily or weekly but also seasonally. Erickson says that review-ing spa data over a three-year period was eye opening. Avalon now offers something it calls “flex-time pricing” for VIP clients, which includes a 20 per-cent discount off all spa services during their three slowest time periods. “Even at a discounted rate, we’ve doubled our sales during these times by being more aware of and focusing effort to-ward them.”

Anticipating slow times in advance makes a big difference. Shuster ex-plains, “September is typically our slowest month. It also happens to be our anniversary so we work heavily in August to pre-book. We invite our top clients to come in for a service they’ve never had at 50 percent off.” She also encourages employees to take their vacations during slow times.

It’s also important to anticipate gaps from the client’s perspective. If your spa is most heavily booked after five o’clock, that leaves options to entice those same clients into your spa before 9 a.m. and during lunchtime.

For example, “Be the first client of the day and breakfast is on us!” Offer fresh fruit, tea or coffee and a whole grain muffin.

You could also solve the client’s potential problem of “no time for a treatment and lunch” by catering in a few healthy sandwich options and let-ting them take one with them as they leave. Both of these options would be a low cost way to capture clients for otherwise empty appointment times.


It’s also important to anticipate gaps from the client’s perspective. If your spa is most heavily booked after five o’clock, that leaves options to entice those same clients into your spa before 9 a.m. and during lunchtime.


Technology-Driven ResultsAll three of the spa directors with whom we spoke use technology and social media not only to boost sales but also to mitigate late cancellations.

Both Smith and Shuster mentioned strong email databases that allow them to send out last minute discounted ser-vices. Texts are an additional option. Erickson further contends, “You have to fight to get your clients in the door and give them a reason to want to be there.”


Her company utilizes communications software that syncs automatically with its management system, allowing for timed communication with existing cli-ents to ensure they’re coming back regularly. “Our clients can opt-in for email and text reminders, which allows our booking department to focus on incoming rather than outgoing calls, providing improved customer service,” she says. “We also use it with social media [such as Twitter and Facebook] to send out last-minute blasts when we have unexpected openings.”

Looking at GapsThere are two ways of looking at gaps: One is to assume that they’re simply un-avoidable, and the other is to view them as terrific opportunities for growth.

Both new and existing customers can help fill in gaps, but they should always feel like they’re being offered a valuable service.

Louis Silberman is pres-

ident and founder of

National Laser Institute,

the largest cosmetic la-

ser and medical esthetic

training center in North

America. He is an expert in medical esthetics,

a medical spa owner and a nationally recog-

nized author, marketing speaker and business

consultant. Silberman was a semi-finalist for

the Ernst and Young Entrepreneur of the Year

Award 2014. Silberman can be contacted at

800.982.6817 or [email protected].

Spa employees want to stay busy, earn more money and expand their clientele; they are typically “people” people—so why not combine their strengths with some savvy gap-filling techniques to achieve even greater success? n

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Introducing




HARMONIZING Eastern

W A Y

THE

Feng Shui Placement in your Spa

by Linda Bertaut

In the New Year, make a resolution to try something different, a new method of inspiration for your clients—Feng shui elements.

By utilizing color and following the laws of nature in your spa, you can en-hance your offerings year round to entice clients to come into your business. Using three sources: color, the Bagua (the Feng shui energy map of your space) and the five elements, we are going to take a peek into the flow of energy as it relates to your spa and its environment. The goal is to create a safe and sacred space that represents the essence of your spa, where your clients can feel nour-ished. Chinese medicine provides a great model to use color, the seasons and the art of placement with Feng shui.


organic & wellness | harmonizing the eastern way

Fire

Water

Wood

Metal

Earth

Earth

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SE SW

E W

NE NW

Wood

Metal

FENG SHUI BAGUA CHART

The BaguaThe bagua, which in Chinese literally means “eight areas,” is the Feng shui template used as an overlay to your spa or room to observe the natural flow of energy.

A compass reading of your space is needed in order to define the ba-gua, as each of the eight areas relate to specific directions.

Nancy Dadmi, a San Francisco-based Feng shui expert, recommends that you look at what your spa is offering. “Do you want people to feel

nurtured and taken care of? Do you want to instill a practice of clients caring for themselves? Feng shui is about creating flow within your space. People are coming to your spa to create flow within themselves.”

Look at the Feng shui bagua chart above and you will notice that each sec-tion is associated with a season, colors, directions and an element. The quali-ties of each area (thus what they best translate to in term of goals for your clients and yourself) are highlighted by the name for the section.

The Role of Color in your SpaColor affects the sensory experience in your spa. Each color has its own energy vibration that helps to energize, stimu-late and even lift spirits. Keep in mind that each color has an intensity range, meaning how soft or bright a color ap-pears, which also affects the energy.

Let’s look at the five Feng shui ele-ments, which are metal, water, wood, fire and earth. The elements are a core part of Chinese Medicine, as they rep-resent the flow of energy. Use them for inspiration to enhance your spa décor.



METALThe metal element in your spa décor helps to create a calm-ing energy, which allows for clarity while eliminating distrac-tions. Metal enhances the qualities of precision, sharpness and effectiveness. Metal energy in balance promotes living with clarity and lightness.

Use white, gray and metallic colors and round shapes, which go well with metal. Spruce up your spa décor with pictures that include shades of gray, metal implements, glass con-tainers with metal lids, white towels and linens.

Bagua Areas to Enhance with Metal: West, Northwest or North

WATER:The water element in your spa décor creates a harmonious presence to create a refreshing energy of simplicity and ease. Water also brings renewal, purity and a sense of flow to any space. It’s an ancient symbol of abundance. The water element is considered to be a powerful Feng shui wealth cure. It signifies freshness, purity, flow, ease and renewal.

Use blue and black and shapes such as waves or curves. Images of water, mirrors, fountains and seashells are examples of spa décor that can reflect the water element.

Bagua Areas to Enhance with Water: North, East, Southeast

WOOD:The wood element in your spa décor brings the energy of vibrant health, vitality, growth, prosperity and well-being. Wood is also an expression of your spa’s essence. It’s used as a Feng shui cure for the wealth and empow-erment area of the bagua. Place items that create good feelings in that space.

The wood element is reflected in rectangular shapes—earthy colors, green and brown will enhance the energy of the area. Decorate with healthy plants and images of trees.

Bagua Areas to Enhance with Water: East, Southeast, South





FIRE:A balanced fire element in your spa décor will bring sup-portive energy to your business efforts, help you achieve respect, and attract the energy of wealth. The fire element promotes the flow of creativity and contributes to a feeling of well-being and inner spark. Creativity, passion, joy, love, inspiration and success all fall under the element of fire.

Use shades of red, orange, yellow, pink, magenta and purple, as well as shapes such as triangles and stars. Red candles and images of fire or the yellow sun can be included in your spa décor to utilize the fire element.

Bagua Areas to Enhance with Fire: South, Southwest, Center, Northeast

EARTH:A strong and harmonious earth element in your spa décor will help create a grounded energy that nourishes and protects you and your clients. The earth Feng shui element also helps to main-tain inner balance, joy and peacefulness through care and trust. Beige, taupe and sandy colors, as well as square shaped items will enhance the area. Pottery, landscape photos, warm colored gemstones and yellow flowers are all décor ideas that represent the earth element.

Bagua Areas to Enhance with Earth: Southwest, Northwest, West, Northeast

Implementing the Feng Shui PrinciplesDadami states, “You do not have to do something in every part of the bagua. Pick one or two areas and focus on that rather than trying to make adjustments in all eight areas at once.” For example, the relationship area may be an ideal place to start as it has to do with your client relationships. Displaying two of something reinforces good relationships. Since pink is the predominant color here, use two rose quartz hearts or crystals or have a picture that represents a partner-ship in that corner.

The knowledge/self-cultivation area, across from the re-lationship corner, is also a good place to focus as it repre-sents your level of skill, giving you credibility. Use symbols of wisdom, and place pictures of inspiring people in this area. When you educate yourself and cultivate your essence by going within, you become wise. By exuding this wisdom, you encourage your clients to make healthier relationship

choices, which in turn attracts higher quality clients. Once you allow the flow of energy to work through your life and space, you are able to go with the flow to create a space of empowerment, integrity, community, essence, creativity, self-cultivation, prosperity and abundance for your valued clients in the New Year! n

Linda Bertaut, award-winning beauty expert, es-

thetician, speaker, author and holistic Reiki master

teacher, specializes in transformative esthetics. Her

signature wellness treatments and innovative tech-

niques are being used in salons and spas throughout

the country. Contact Bertaut for a complimentary

consultation on how to add energy-healing in your beauty business.

For more info, visit bertautreiki.com or contact Bertaut at

[email protected] or 925.446.6284.

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ARE YOU

NUTS?The beneficial properties of these edible seeds

I went down into the garden of nuts to see the fruit of the valley

Song of Solomon 6:11. Old Testament

Their shells make for a real challenge to open, yet for centuries wildlife with a big enough appetite have managed to eat them up. Hoarded and buried by tiny paws, devoured by tough teeth and jaws, or crushed and wore down by pick-like beaks, nuts are a hot commodity in the animal kingdom—and among us humans too.

Archeological digs in the Middle East have found that nuts were an inherent part of people’s diet thousands of years ago, ancient Greeks and Romans considered them food of the gods, and “nutting stones” (pitted stones with a depression to help open large quantities of nuts) have been found around the globe.

by Morgan Roy

THEY ARE LOADED WITH ANTIOXIDANTS AND VITAMINS THAT NOT ONLY PROTECT AGAINST FREE RADICALS BUT ALSO PROMOTE YOUTHFUL AND HEALTHY SKIN.


And they’re not just delicious and nutritious, they’re packed with good-ness for the skin! Whether savored raw just as is, added to delectable dishes, power drinks, or pressed for their oil, nuts qualify without a doubt among the wonder ingredients that continue to gain in popularity as their beneficial properties keep on unraveling.

organic & wellness | are you nuts?

In the skin care and spa world, nuts can be a power ally in the all time fight against aging. They are loaded with antioxidants and vitamins that not only protect against free radicals but also promote youthful and healthy skin.

Their oil is well absorbed by skin, which allow for their beneficial agents to penetrate deeply.

Used for massages, body scrubs, pedicures, facials and more, nuts can creatively be incorporated into many spa treatments and have a prominent spot on your retail shelves.

So let’s crack open some nuts and discover the myriad of benefits they have to offer. We’d be nuts not to!

ALMONDPerhaps among the all time favorite nuts amid food lovers and nutritionists alike—studies have pointed to the prebiotic potential of almonds, which can improve the intestinal tract function—the almond, or rather the fruit of the almond tree, is not a true nut but rather a drupe (a seed enclosed by a hardened layer).

Native to the Middle East, the almond is packed with antioxidants including vitamin A, B and E, as well as phenolic com-pounds, which are effective oxidation (thus free radicals) inhibitors. Its oil, a combination of nearly a dozen fatty acids that contribute to healthy, supple skin, is also potent in removing impurities and reducing inflammation from different skin conditions such as psoriasis and eczema.

While there are plenty more nuts out there with their very own tasty flavors and benefits, I’ve selected six nuts that’ll give you plenty to get started on your quest to pamper your clients with some edible seeds.

Currie Day Spa with several locations in Pennsylvania, offers the Almond Spa Manicure with Paraffin Treatment, a paraffin wax treatment along with an almond oil massage to heal and rehydrate brittle nails and dry hands (30 minutes, $39).

AppleStrengthens and

protects skin cells

EdelweissA potent anti-wrinkle

treatment

GrapeProtects from UV rays and

environment stress

OrangeMinimizes fine lines/wrinkles,

cellular regenerator

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PECANIt might be hard not to associate this nut na-tive of the new world with pie, for the tradi-tional southern U.S. recipe. The pecan, which in Native American literally means a nut that needs a stone to crack (although it is truly a drupe too), is loaded with nutrients, vitamins A, B, C and E (power antioxidants) as well as trace metals such as manganese, zinc, mag-nesium and iron—crucial minerals to stimu-late collagen synthesis.

The Dallas Spa at the Four Seasons Resort Dallas, Texas, offers the Pecan Body Buffing, an antioxidant packed scrub with crushed pecans that are used to gently exfoliate and soften skin (50 minutes, $140).

WALNUTKnown in Ancient Rome as Jupiter’s royal acorn, the walnut, originally from Persia where it was reserved for royalty, is indeed among the top leading nuts for its high poly-phenol content (a form of antioxidant) that fights off free radicals and hinders the oxida-tive process. And just like the pecan, its vast amounts of manganese, an important miner-al, acts as a potent antioxidant and promotes wound healing to encourage the production of collagen.

August Moon Spa in Ithaca, N.Y., offers the Vino Therapy Soak to improve circulation and reduce free radicals with New York State red wine and walnut oil (25 minutes, $35).


MACADAMIAThe only major commercial food crop native to Australia, the macadamia or mac nut (known to indigenous Australians as jindilli among many names) touts many benefits other than its in-nate ability to marry with chocolate—it’s also a drupe, not a nut. High in monounsaturated fatty acids, including Oleic acid (Omega 9), that promotes moisture and softens skin, these fatty acids also act as anti-inflammatory agents ben-eficial to many skin conditions. Its Linoleic acid (Omega 6) content helps restore skin barrier function, while its Palmitoleic acid (Omega 7)—an active anti-microbial found naturally in youth-ful skin—acts as a powerful anti-aging ally, as it is vital to delay cell aging (as we age, our skin is rapidly depleted of Palmitoleic acid, which makes macadamia a very valuable addition to anti-aging formulas). Macadamia is also packed with manganese, which as previously noted is critical to the regeneration of collagen.


COCONUTAlthough the FDA classifies the coconut as a tree nut, its fruit is yet again botanically clas-sified as a drupe. While coconut is famed around the world for its distinct aroma and flavor, its flesh and oil have much to provide to the skin care industry as well. Its natural fatty acid compounds make it a great emollient that softens skin, restores and moisturizes. The high antioxidant properties of virgin coconut oil make it great for anti-aging, while its anti-fungal and antiviral properties help with skin blemishes attributed to sunburn, acne, psoria-sis and eczema.

Day Spa at Bannisters by the Sea in Mollymook, Australia, features the Native Holistic Remedy that includes a native wattle exfoliation, a clay cocoon to detoxify, a warm oil scalp treatment, a macadamia facial massage, restorative body pressures and massage to relax and repair (2 hours, 35 minutes, $320).

The Bellagio Spa in Las Vegas, Nev., offers the Deep Coconut Surrender, where during the deep tissue treat-ment, clients are massaged with warm rocks and hot towels, while warm coconut milk is drizzled along the spine and legs (80 minutes, $250).



KUKUIBrought from Asia to the islands, the Kukui nut and tree hold a special place among Polynesians who have used its trunk to build canoes, its oil to make candles and have roast-ed its flesh for popular relishes. Rich in vitamin A, C and E, which protect against free radi-cals, and high in essential fatty acids (great for healthy, vibrant skin), its oil also helps relieve dry itchy skin, psoriasis and rosacea.

Ho’oilo House, Lahaina, Hawaii, features the Hope Loa Spa treatment that includes a mas-sage, facial and a scalp treat-ment with coconut, kukui nut and jojoba oils (2 hours, $205).

Conclude your services with some nutty treats for an extra dose of good-ness, and don’t let your clients leave without some at home care products featuring nuts. n

Morgan Roy is the owner

of Jindilli, a family-oper-

ated macadamia com-

pany—their macadamia

farms, processing plant

and oil refinery are locat-

ed in macadamia’s native land, Australia. The

Roys oversee the quality of Jindilli’s skin en-

richment products—rich lotions such as the

Hydra~Opulence that eliminates dry, dull skin

tone—from their farms to your spa. Jindilli

focuses on the production of macadamia oil

and paste for its own brands of skin care, food

oils and beverages, including newly launched

macadamia milk—Milkadamia. Visit jindilli.com.

Note: While there are countless skin-healthy benefits to treating your clients with nut-based skin care prod-ucts, be aware of any food allergies that your client may have.

Jindilli• All home care and treat-ment products (macadamia)JINDILLI.COM

LING Skincare• Imperial Body Scrub (walnut and almond)LINGSKINCARE.COM

Pure Fiji• Face and Body Care line (coconut, macadamia, kukui)PUREFIJI.COM

Bioelements• Sensitive Skin Cleanser (hazelnut)BIOELEMENTS.COM/PROS

Éminence Organic Skin Care• Coconut Milk Cleanse• Coconut Sugar ScrubEMINENCEORGANICS.COM

FarmHouse Fresh• Coconut Beach ScrubFARMHOUSEFRESHGOODS.COM

Rhonda Allison• Regenerating Cream• Chocolate Antioxidant Mask (almond)RHONDAALLISON.COM

ilike• Grape Stem Cell Solutions Rich Moisturizer and Body Lotion• Age Defense Bioflavonoid Eye Cream (coconut)SZEPELET.COM

HydroPeptide• HydroPeptide Massage Oil: Anti-Wrinkle Nourishing Oil (coconut)HYDROPEPTIDE.COM

Matis Paris• Réponse Délicate Cleansing Cream (almond)• Nourishing Balm for Hands and Feet (macadamia)MYRDM.COM

Academie Scientifique de Beauté • Aromatherapie line (almond)MYRDM.COM

Repêchage• Honey and Almond ScrubREPECHAGE.COM

Sothys • Men’s Soothing After-Shave Balm (macadamia)SOTHYS-USA.COM

Spoil your clients with this nutty selection of products and brands:



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lnes

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CLEANSING TREATFarmHouse Fresh’s Whoopie! Cream Body Wash increases skin’s moisture content with sodium PCA, says the company. Featuring a 95 percent natural formula and inspired by the aroma of fresh-baked southern whoopie pies, the wash contains: sodium PCA, which boosts skin’s moisture content and prevents moisture loss while washing; aloe, vitamin E; and a blend of extracts to calm sensitive skin.

oPTIMAL MoISTuRIzERSJindilli introduces its latest professional treatment range that includes new macadamia oil based treatment products. The line features a Lime Blossom Body Scrub, Body Nourish, Body Melt, and Gentle Cleansing Milk. Jindilli’s new treatment line has been designed to enhance the existing menus at spas and provide added hydration options, says the company.

WINTER HyDRATIoNilike organic Skin Care’s ultra sensitive system whipped moisturizer is a lightweight, nourishing moisturizer with organically grown plantago, yarrow, and grapeseed formulated for sensitive skin conditions, says the company. The cream protects skin from environmental toxins, reduces inflammation and soothes irritation.

888.290.6238szepelet.com

RED STRoNGA blend of organic strawberries with natural salicylic acid, the Strawberry Parfait is great for breakouts, says the company. The yogurt powder with lactic acid make for a gentle exfoliation and deep cleansing.

888.773.9626farmhousefreshgoods.com

[email protected]

855.463.4554wholesale.jindilli.com

MAKEUPWith Christie Lavigne

Director of Skin Care at Oasis Day Spa New York, N.Y.

IMPLEMENTING MAKEUP INTO A SPA

WHEN DID YOU DECIDE TO IMPLEMENT MAKEUP INTO THE SPA?We had thought about bringing in makeup for some time—well over two years. But one day, [a team of professional makeup artists servicing Florida and New York] walked in and everything seemed to come together.

WHY DID YOU DECIDE TO IMPLEMENT MAKEUP INTO THE SPA?It seemed like a natural extension of the services we were offering. And in NYC, where you may want to come in and relax and receive a massage or facial, you also have to walk back

Christie Lavigne has been the director of skin care at Oasis Day Spa for the past six years. She feels fortunate to be in a position where she can marry her love of healing with her background in human resources. “Being able to provide a service to make people feel and look their best is rewarding at the deepest level.”

into the city and look presentable. Having makeup services allows us to supply that demand to our clients.

HOW DID YOU DO IT?We had several meetings about our vision for makeup and makeup services in the spa. We brought [the makeup team] in and had [them] up front, meeting our guests. We offered special introductory rates for clients that wanted to add services onto their other services.

WHERE IS YOUR MAKEUP AREA LOCATED?We have two makeup locations in the spa, one of our stations is located in the lobby next to our reception desk. This location is just

Let’s Talk

used for our Out the Door service. This service is a great add on service after receiving a massage or facial for a quick sprucing up of the face. All of our services offered are performed in a treatment room dedicated to luxury [makeup] applications. Our guests are invited to use the spa facilities and change into a robe for the application.

THE LINE

HOW DID YOU SELECT YOUR MAKEUP LINE?Oasis was looking for a brand to support in the spa, but struggled

with finding something our team truly believed in. The products [we wanted] are hypoallergenic, which goes hand in hand with our wellness services, and nothing is tested on animals, which is very important to our team and our clientele.

WHAT ARE THE MOST POPULAR RETAIL ITEMS?Our biggest seller is our […] foundation, it’s highly pigmented so the coverage is flawless. It’s great for all skin types, and with our HD setting powder it looks great in every season.

THE SERVICES

WHAT KIND OF MAKEUP SERVICES DO YOU OFFER ON THE MENU?We offer a variety of services at Oasis. A unique service that is available is our Out the Door makeup. To extend a client’s pampering and relaxation this service is available as a quick sprucing up of the face after any spa treatment. Our bridal services are offered in house and on location. We offer consultations and trial runs for brides before their big day. We also have airbrush makeup services available, which is what is most recommended for our brides.

WHICH SERVICE IS THE MOST POPULAR?Our Evening Glam is the most popular. It’s an application done to enhance features in low lighting.

PROMOTION

HOW DO YOU PROMOTE YOUR MAKEUP SERVICES?We promote our services on our email blasts to our 130,000+ client

list, also social media, on our website and at any of our many press events. The first few months we offered clients discounts and special services. We […] gave complimentary services to our staff to educate them and give them the knowledge and experience to spread the word. We also began promoting special seasons four-six weeks ahead of time. We meet to discuss specials, marketing ideas and select visuals for our website and press.

ARE ESTHETICIANS TRAINED TO PROMOTE MAKEUP SERVICES AFTER EACH TREATMENT?Absolutely! Our whole staff is supporting this new part of our business. Our reception staff wears buttons promoting [makeup] and we are sure to remind our clients that these services are available to them for everyday or special occasions.

REVENUE COMPOSITION

How profitable are makeup services?Makeup at Oasis is a fairly new offering, which took a bit of time and investment to take off. However the payoff has been amazing—not only for the services, but when you add the retail component, it has been a perfect addition.

WHERE DOES MAKEUP RANK IN YOUR SPA REVENUE COMPOSITION?We are primarily known as a relaxation day spa, where massage and facials are the base of our business. However makeup services have been well received and will continue to be a growing part of our business. n

Bronzed skin is always in. This spring/sum

mer is no

exception, and shows that this m

ust-have look can be achieved w

ithout spending countless hours in the sun.


BOLD&

W I L D

The beauty trends of 2015 stimulate an undiscovered world, with techniques that encourage unique creativity. The inspiration this year is all about nature juxtaposed with jolts of neon that weave seamlessly from spring and summer into autumn and winter. This paints a picture of nature with a power source illuminating electric shocks of color. Soft washes of rose pink botanical gardens are the background for neoprene graphics. This specific pairing allows both ends of the color spectrum to complement one another in a modern way. Each season boasts its favorite colors of nature, putting them on a tasteful display. Colors from spring/summer are intertwined and reinterpreted for autumn/winter, offering a significantly harmonious year.

by Allyson Harold

The Makeup Trends Of 2015


image | bold and wild

LIPSThe spring/summer season opens up the first blooming flowers of the year, exhibiting hues of bright tangerine and deep magenta seen on the lips. Spring takes a cue from traditional fall colors by adapting its signature berry red lip color. The application of this unconventional spring color is a bitten or stained look, creating a “just been kissed” ap-pearance. The trend is a take on the ombré lip, which has been gaining traction from season to season, year to year. It’s not the color that makes this trend about spring/summer, but rather the attitude it conveys and the technique used to capture its essence. Soft pinks on the lips add a romantic vibe to the lip trends seen this season, drawing inspiration from the 1960s.

The autumn/winter lip palette embraces pale pink, paired with others such as salmon pink and the current “it” color, fuchsia. This transition then gives way to the more familiar autumn tones of burgundy, scarlet and orange red, reminis-cent of the 1940s.

To create this look, liquid liner is applied to both the top and bottom lashes in parallel uniform, giving it a modern update.

Autumn/winter trends establish a marriage between quintessential jewel tones and more uncommon light and airy colors that have traveled from spring/summer.

Mountainous grays and forest greens are speckled with sapphire and purple jewel tones on the eyes, keeping this trend majestic. With the theme of nature still relevant for au-tumn/winter, colors in mushroom neutral, sky blue and winter white lift the season from darkness.

EYESWatercolor-like pastels take on a new boost of confidence for the eyes, creating bold and graphic details in spring/summer. Ocean aquas and sky blues are paired together with vivid amethysts that bring the aquatic trend to life. These intense colors sweep across the lid up toward the brow and wrap around the eye in fearless fashion, constructing otherworldly smoky eyes. Approaching this trend with a light touch and a fluffy brush will lend a hand to the whimsical feel.

A more daring eyeliner trend has emerged this season, as well. As seen on the runways, satin and leather from cloth-ing have been laser cut in pops of pastel colors and applied as eyeliner that amp up this trend.

For an everyday look with the same effect, this trend can be recreated using a combination of pencil, liquid and eye shadow liner. Team this trend up with a neutral palette on the rest of the eyes and face so the pastel is front and center.

Winged eyeliner takes on a whole new sophistication in spring/summer 2015. Wings fully enhance the natural eye shape, leaving it more about the eye than a futuristic shape.

The trickle down effect from the fashion world is an important con-cept to understand when translat-ing these trends for everyday wear. This concept involves modifying the nuances of each trend to fit into the framework of every individual.




FACEThe lustrous textures of highlight and contour for spring/sum-mer evoke a skin like quality. Fish scale iridescence graces the high planes of perfectly glowing skin. Bronzed skin is always in. This spring/summer is no exception, and shows that this must-have look can be achieved without spending countless hours in the sun. Strategically place golden lumi-nous bronzer on the parts of the face that the sun would naturally bronze. This leaves the skin with a healthy, radi-ant appearance. Highlighter and bronzer should be melted together to create seamless blending and a flawless finish.

Fresh youthful faces and flushed cheeks also fare well in the spring and summer. Rosy colors on the face are placed on the apples of the cheeks for a realistic and demure qual-ity that portrays this trend to its fullest.

Combine a tinted lip with blushing cheeks for a more delicate impression. Autumn/winter trends give perfected skin a whole new meaning as textures change from lumines-cent to soft and satin. Mixing powder and creamy products reinforce the modern technique used to achieve this lady-like appearance. Start by sweeping taupe powder under the cheekbone, and use a natural concealer as a highlight to enhance the structure of the face. Blending is the secret when working with different consistencies. The face is void of added color this season, leaving behind only hauntingly beautiful skin.

NAILSThe idea of customization has taken hold in all areas of life, from iPhone cases to Starbucks drinks and beyond. Nail art is no different. Even though this trend started out in the fashion world, consumers are the driving force behind the movement. The perception that individuality can play out through nail art with no boundaries or limits leaves endless possibilities. This self-expression has helped launch the year’s biggest trend. Sa

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This season, the nails exhibit an understated beauty with homage to the past, as well as a glimpse into the future of this trend.

The elegance of a nude nail takes center stage to any and all designs. The intricacy and artistic design speak louder in composition than vivid color. A twist on the classic French manicure features neon colors on the tips, as if the nails are daintily dipped into glowing paint cans. On the opposite spectrum, pastels are double striped across the tip, delib-erately dotted, or cascading color down the nail, showcas-ing calculated color placement that creates well thought out simplicity.

In a tribute to the 1940s, the moon is being highlighted with an updated flare by using sparkles or glitter. Half cres-cent shapes emerge from the cuticle and side of the nail in variations of muted neons. Futuristic geometric shapes are formed using downplayed neutrals, white, navy and black. Nail accessories adorn the most modest nail beds with tiny bedazzled jewels on selected fingers. The base color can range from striking opaque to naturally nude. Nail acces-sorizing can be taken to the extreme with nail jewelry, pearls and studs in exaggerated intensity.

Trends from the runway can inspire eccentricity and cultivate the imagination. The trickle down effect from the fashion world is an important concept to understand when translating these trends for everyday wear. This concept in-volves modifying the nuances of each trend to fit into the framework of every individual.

Take a step outside this year and feel encouraged by nature to make every trend perfect for each client’s unique style. n


Allyson Harold is the lead makeup artist and color

trend specialist at Mineralogie. She is responsible

for training retailers in sales and makeup techniques,

as well as predicting trends and developing new

products. Harold’s work has been featured in film,

print and fashion shows, with technical skills vary-

ing from bridal, to fashion, and body painting. Harold’s passion for the

profession combined with her specialized training makes her an excel-

lent instructor for clients and professionals alike.


T H E F I NA L

T O U C HDispelling the Myth of

Post-Treatment Makeupby Caroline Rushworth

For many years, the spa industry has supported the myth that make-up shouldn’t be applied immediately following a facial treatment. For decades estheticians have succumbed to this idea without any real evidence to support it.

The notion often starts during fundamental training at esthetics school, where learning to steam, exfoliate and perform extractions leaves the perception that applying makeup to the skin will lessen the guest’s sensation of having incredibly fresh, clean skin, or that it may clog the pores. The spa guest wants to prolong the results and benefits of the facial for as long as possible, and the perception that makeup will reverse or diminish these benefits has led them to refrain from apply-ing it despite the myth having no real substance.


image | the final touch

If we think logically, there has never been a justified reason to avoid the application of makeup—especially not mascara, lipstick or lip balm following any facial service, as these simply enhance treatment results by emphasizing the eyes and lips.

There is also the issue that some guests simply don’t want to leave the spa and face the world with completely bare skin—it makes them feel naked and exposed. It’s quite common for the guest to scuttle to the restroom and slip out her makeup bag before leaving the spa. Others apply their makeup as soon as they get into their car. Many spa guests schedule their appointments during lunchtime, and they simply don’t want to go back to work barefaced.

As makeup evolves, the warnings against applying it after various treatments may not be as valid as once thought, and in fact the application of makeup can increase the benefits of the facial and enhance the immediate results. We must

also address the lost revenue opportunities in retail sales that occur on a daily basis when not applying makeup to all guests receiving a facial service. They are buying their makeup from someone… shouldn’t it be you?

It’s time to change your mindset and reap the benefits that makeup application can bring to your spa and your sales.

Modern makeup formulations contain potent active in-gredients that are also found in skin care products. Makeup lines are using the term “skin treatment makeup” with in-creasing frequency. When selecting your brand, do your research to discover a product line that has proven results from daily application. For example, select an age defy-ing foundation that claims a significant diminishing effect on wrinkle depth upon application and long lasting results


when applied regularly—or a moisturizing foundation that can provide continuous hydration for up to 8 hours. Liquid and powder foundations—mineral or not—may offer SPF benefits or powerful antioxidants, therefore adding a layer of essential environmental protection for the skin.

Makeup should be perceived as an extension of the fa-cial treatment, as it not only offers genuine skin care ben-efits, but also enhances the appearance of the complexion.

Primers, foundations and concealers help fade away im-perfections, redness, blemishes and dark circles to create a flawless and radiant complexion, which is the main reason that most guests come to the spa for a facial treatment. Makeup shouldn’t be thought of as a separate entity, but rather the final component of the skin treatment routine. Subsequently, you as the expert esthetician need to embrace the concept of makeup and offer the guest the application of makeup products and recommendation for home care.


We must also address the lost revenue op-

portunities in retail sales that occur on a daily ba-

sis when not applying makeup to all guests receiv-

ing a facial service. They are buying their makeup

from someone… shouldn’t it be you?

Each guest who receives a facial treatment should be of-fered the application of two or three products according to their needs. This includes a foundation, concealer, mascara, lipstick and brow pencil. You don’t need to perform a full makeover, just the essential products to enhance the skin’s appearance, as well as those products that form the basis of every woman’s makeup kit. If you apply it to your guest’s skin, you will dramatically increase the potential for retailing the item. Generally speaking, if you stock a professional skin treatment makeup line, it can be applied following the ma-jority of facial treatments offered in most spas. Avoid the ap-plication of BB creams following any facial treatment. The use of a suitable protection cream selected for the needs of the skin, an SPF and a targeted foundation will deliver superior results and excellent protection. It provides multiple benefits without clogging pores.

Anti-AgingThe application of a smoothing, age-defying foundation is recommended to continue the benefits of the treatment. A primer helps soften the appearance of fine lines, minimizes pores and creates luminosity.

A foundation that has an immediate tensing effect can help smooth the skin and create a more youthful appear-ance. If the guest is seeking the benefits of an anti-aging treatment, makeup products should be part of the home care recommendation.

HydrationThe application of hydrating liquid foundation that provides moisture is recommended. If the skin is dehydrated, avoid powders, as they can accentuate the dehydration striations present on the surface of the skin. Select a more glowing hydrating formula that brings radiance and delivers continu-ous and long lasting moisture to quench the skin. A cream blush and lip balm are also good choices to create a plump, dewy finish.

European/CustomizedJust as the choice of facial products is customized to the needs of the skin, so too should the makeup. As you discover what the skin care goals are for the guest, you should link makeup in your recommendation and apply the appropriate makeup products that can help them achieve their desired result. Have


fun with this, as the options are unlimited and will be deter-mined by your product knowledge of the makeup and confi-dence level with application. It provides you the opportunity to introduce something new to each of your regular guests each time they visit the spa to receive their facial treatment.

Soothing/Anti-RednessFollowing a facial protocol that is targeted to reduce redness and inflammation in the skin, makeup application that can help conceal the redness and soothe the skin is an obvious choice. Primer, foundation and concealer are essential to continue the treatment program.

BrighteningWhen treating hyperpigmentation, the target is to fade the dark spots as well as brighten and even the complexion. Of course, the application of makeup can enhance the immedi-ate result. The correct use of concealer and the right shade and finish of foundation is key in camouflaging pigmentation.

MicrodermabrasionMakeup application immediately following microdermabra-sion is highly recommended. The skin is smoother and has a refreshed appearance. Makeup can enhance the immediate results and add a layer of environmental protection.


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PeelsMakeup application is dependent on the strength of the peel. For any peel that is added as an enhancement to a facial treatment performed by an esthetician, makeup is recommended. For medical grade peels that cause intense inflammation and peeling for several days, it’s important to hydrate and calm. Lip balm can still be applied, as well as a brow pencil and mascara. There’s always an opportunity to introduce at least one makeup product.

InjectablesConcealer would be an excellent product to apply at the injection site to camouflage the redness that some guests may experience. After Botox injections, you can use makeup immediately, however it is important not to put excessive pressure on the skin or massage the area.

RadiofrequencyThere’s no reason why makeup cannot be applied imme-diately after a non-surgical radiofrequency skin tightening facial treatment. Again, any redness can be concealed with makeup.

It’s not necessary to stock a myriad of shadows, blushes and pencils at the spa; instead, go for a genuine skin treat-ment makeup line with essential products with simplicity at their core. Makeup following a facial treatment adds value to the service at a very low cost to the spa, and can be per-formed by the esthetician in the treatment room with no added time—or it can utilize the skill and time of front desk personnel in the retail/makeup area.

If you receive any push back from your guest for the application of a makeup product immediately following the facial treatment, then it’s your responsibility to educate the guest on the benefits it can bring and dispel the myth against post-treatment makeup! n

Caroline Rushworth, the director of education for

Sothys, is CIDESCO certified and has more than 20

years of experience in the professional skin care in-

dustry. She served as director of education for pres-

tigious skin care brands, and is passionate about

sharing her knowledge of skin care and contributing

to the growth of the industry. As the director of education for Sothys,

Rushworth is responsible for developing and implementing the educa-

tion strategies for the United States, Latin America and the Caribbean.

Step-by-StepDrawing!

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NAIL TRENDCuccio Colour presents its Pop Your Polish, an ideal way to play up accent nails in a convenient package, says the company. The set includes one opaque color paired with a mini size complementary glitter.

NATURAL GLIDEAdvanced Mineral Makeup launches eyeliner and lip liner pencils containing pure essential oils, fruit and pigment, says the company. Free of mineral oil, talc, bismuth oxychloride and other harmful toxins, the line is also gluten free and vegan (except for bright pink shades).

EAsY DEsIGNChina Glaze introduces Fan Manicure Kits with everything needed to create the ultimate brushed nail art look: four colors and a fan, says the company. Available in Turn It Up (with Turned Up Turquoise, Re-fresh Mint, White on White, and Recycle) and Up All Night (includes Coconut Kiss, Shocking Pink, For Audrey and Up All Night).

800.621.9585chinaglaze.com

800.762.6245cuccio.com

800.439.9936 advancedmineralmakeup.com

800.533.6276 yonkausa.com

ToNEs AND PURIFIEsYon-Ka Paris introduces its Eau Micellaire, a cleansing and purifying water that combines expert makeup removing agents and anti-aging prevention elements to capture impurities and remove makeup, says the company. The cleanser provides a fast and luxurious tonic that removes all traces of makeup from the face, eyes and lips with no rinsing required.


Calendarof EvEntsWEST • CENTRAL EDUCATION & ONLINE CLASSES

WESTJanuary 11PCa Skin advantageby PCA Skin.Scottsdale, AZ.877.PCA.SKIN.

PCa Skin advantage by PCA Skin.San Francisco, CA.877.PCA.SKIN.

PCa Skin advantageby PCA Skin.Seattle, WA.877.PCA.SKIN.

January 11-12advanCed Skin-tenSive trainingby Skin Script Skin Care.Tempe, AZ.480.543.1121

January 25PCa Skin ChemiCalPeelS:Science & Applicationby PCA Skin.Los Angeles, CA.877.PCA.SKIN.

ongoinga deePer look at toPiCal ingredientSby PCA Skin. Online Course.pcaskin.com/online-courses

addreSSing adoleSCent aCneby PCA Skin. Online Course.pcaskin.com/online-courses

alternate theraPieSby NCEA Commission on Accreditation. Online Continuing Education. 201.670.4100.nceacerti-fied.tv/online-ce-activities

an in-dePth look at melaSmaby PCA Skin. Online Course.pcaskin.com/online-courses

CuStomizing daily Care Regimensby PCA Skin. Online Course.pcaskin.com/online-courses

January 11PCa Skin advantageby PCA Skin.San Antonio, TX.877.PCA.SKIN.

January 11PCa Skin advantageby PCA Skin.Fort Lauderdale, FL.877.PCA.SKIN.

January 25PCa Skin advantageby PCA Skin.Atlanta, GA.877.PCA.SKIN.

PCa Skin advantage by PCA Skin.New York, NY.877.PCA.SKIN.

CENTRAL

oNLiNE EduCATioN

EAST

PCa Skin ChemiCalPeelS:Science & Applicationby PCA Skin.Seattle, WA.877.PCA.SKIN.


diminiShing deeP Wrinklingby PCA Skin. Online Course.pcaskin.com/online-courses

evening PoSt-inflammatory Hyperpigmentationby PCA Skin. Online Course.pcaskin.com/online-courses

exPloring intrinSiC & extrinSiC agingby PCA Skin. Online Course.pcaskin.com/online-courses

hydroPePtide ProduCt training Webinarby HydroPeptide. Webinars held Mondays at 1 p.m. EST., 12 p.m. CST, 10 a.m. PST.hydropeptide.com/webinars

identifying & treating PaPuloPuStular roSaCeaby PCA Skin. Online Course.pcaskin.com/online-courses

inveStigating imPaired barrier funCtionby PCA Skin. Online Course.pcaskin.com/online-courses

laSer and light theraPyby NCEA Commission on Accreditation. Online Continuing Education. 201.670.4100.nceacerti-fied.tv/online-ce-activities

mediCal eSthetiCSby NCEA Commission on Accreditation. Online Continuing Education. 201.670.4100. nceacerti-fied.tv/online-ce-activities

naturalaSh level 1 online CertifiCation ClaSS by NaturaLash. Online Course.800.644.1297.naturalash.com/240.html

ProduCt formulationS aS a Wholeby PCA Skin. Online Course.pcaskin.com/online-courses

roSaCea: Signs, Symptoms and Subtypesby NCEA Commission on Accreditation.Online Continuing Education. 201.670.4100nceacertified.tv/online-ce-activities

the internationalCongreSS of eSthetiCS and SPa

Miami Beach 2015March 1-2 • Miami Beach, FL

Dallas 2015April 26-27 • Arlington, TX

Long Beach 2015September 20-21 • Long Beach, CA

Philadelphia 2015October 25-26 • Philadelphia, PA

Info: 1.800.471.0229

SClerodermaby NCEA Commission on Accreditation. Online Continuing Education. 201.670.4100.nceacertified.tv/online-ce-activities

Shedding light on uv-induCed hyPerPigmentationby PCA Skin. Online Course.pcaskin.com/online-courses

SimPle StePS to a booming buSineSSby PCA Skin. Online Course.pcaskin.com/online-courses


*Les Nouvelles Esthétiques & Spa/American Edition has all publishing rights reserved. Reproduction in part or in whole without written permission by the publisher is prohibited. *Les Nouvelles Esthétiques & Spa/American Edition is protected through Trademark registration in the United States and in foreign countries where Les Nouvelles Esthétiques & Spa/American Edition circulates. The publishers cannot accept responsibility for unsolicited manuscripts. Articles appearing in this journal may not previously have been published elsewhere either inside or out-side the United States of America. Exceptions to this rule will be made only by agreement in writing between the author and the editors. The editors reserve the right to edit letters and other submitted materials or omit letters that are considered outside the laws of libel, slander and good taste. Claims and other statements by written and/or advertisement do not neces-sarily reflect the opinions of the Publisher/Editor of Les Nouvelles Esthétiques & Spa. Les Nouvelles Esthétiques & Spa’s Publisher/Editor assume no responsibility for any and all claims. Publisher is not responsible for any mailing delays beyond our control. *Direct all advertising rate inquiries to: Les Nouvelles Esthétiques & Spa/American Edition, Advertising Department, 3929 Ponce De Leon Blvd., Coral Gables, Florida 33134.

ADVERTISERS’ INDEXReader

Service No.PageNumber

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Fractional Rejuvenation for a Fraction of the Cost

Your clients and potential customers are asking for Dermapen Treatments more

than all other brands put together... make sure you have what they want.

Toll Free: (844)4-Dermapen I (844)433 7627

[email protected]

without the pain, heat,

cost and downtime

of fractional lasers.


Documents

LNE & Spa - January 2015