american spa

5/19/2018 American Spa

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american spa

THE SPA AT MANDARIN ORIENTAL, SAN FRANCISCO

METROPOLITANMASTERPIECE

www.spatrade.c

MARCH 2013 THE SPA PROFESSIONALS CHO


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Boldijarre KoronczayPresident and Master Trainer

GREENSPAMI

NENCE

ORGANIC

SKINCARE

MI

NENCE

ORGANIC

SKINCARE

Industry Leadersin Keeping the

Planet Green.


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See incredible results, naturally:

13%increase in skin density

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Results in just two months.


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6 AMERICAN SPA WWW.SPATRADE.COM MARCH 2013

american spaw w w.spatrade.com march 2013

76 94

2242

66

features92 The San Francisco Treat

e Spa at Mandarin Oriental, San Francisco

98 Northern Enlightenment

Reflections, e Spa at e Fairmont

Jasper Park Lodge (Canada)

columns20 In the Mix

CENTERSAGELearnabout the benefits

of this healing herb.

26 Skin Deep

GOLDENGLOW

Discover how sunless

tanning services can

help your spa shine.

32 Eye On

ANEASYPILL

TOSWALLOW

Supplement your retail

area with vitamins.

departments65 Spa Radar

73 In Touch

105 Spotlight

117 Industry News

in every issue10 Editors Note

12 Get Wired14 Travelog

128 Signing Off

PICTURED ON COVER:The Spa at Mandarin Oriental, San Franciscofeatures a soothing color palette and stunning city views. Formore on the spas offerings, turn to page 92.

medicalspa report37 Get the scoop on hot

products, news, and

permanent makeup.

shelf life47 Uncover retail truths,

get advice from other

spa directors, and

check out some fun

new options for your

retail area.

SPECIALSECTIONS


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800.433.6650 | Bioelements.com/pros


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american spa

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EDITORIAL

EDITOR-IN-CHIEF/PUBLISHER Julie Keller CallaghanExecutive Editor Heather Mikesell

Art Director Kara Baranski

Senior Editor Nicole Altavilla

Contributors Chip Averwater, Kamma Bothe, Lisa ChengJessica Lyons Hardcastle, Nanci McArdle

OFFICE757 Third Ave., 5th Floor, New York, NY 10017; tel: (212) 895-8200, fax: (212) 895-8219

PRODUCTIONProduction Specialist Amber Terch, tel: (218) 206-2129

Production Director Jamie Kleist

Senior Digital Imaging Specialist Jon Shaw

Corporate Director, Audience Management Lia [email protected], (212) 895-8293

Audience Development ManagerCarol Hatcher, [email protected], (216) 282-3878

SALES

VICE PRESIDENT, SPA INDUSTRY GROUP Dana Luptontel: (212) 895-8237, [email protected]

MARKETINGMarketing Director Tina Kassimis, tel: (212) 895-8248, [email protected]

Marketing Manager Cathy Marchese, tel: (212) 895-8233, [email protected]

INTERNATIONAL ESTHETICS, COSMETICS & SPA CONFERENCEShow Director Kathy Gruttadauria, tel: (203) 736-1699, [email protected]

Sales Executives Lynne Boccuzzi, tel: (203) 652-0516, [email protected];Maura Igoe, tel: (203) 945-2095, [email protected];Sarah Owen (972) 745-9278, [email protected]

PRESIDENT & CHIEF EXECUTIVE OFFICER Kerry C. GumasExecutive Vice President & Chief Financial Officer Tom Caridi

Executive Vice President Tony DAvino

Eastern Region Account ManagersMonica Helmstetter, tel: (843) 834-8373,

[email protected];Lucy Hugo, tel: (203) 493-1221,

[email protected]: (267) 345-1896,

757 Third Ave., 5th Floor, New York, NY 10017

Director, Integrated MediaSales, Western Region

Kristina Panter, tel: (714) 338-6733,[email protected]

fax: (714) 338-6717,201 Sandpointe Ave.,

Ste. 500, Santa Ana, CA 92707

REPRINTS/LICENSINGWrights Media,(877) 652-5295

LISTSAnthony Carraturo, MeritDirect, LLC,

tel: (914) 368-1083,[email protected]


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At SunFX we are committed to making our

customers look their best by offering them the

most gorgeously natural looking spray on tan in

the world.

And now the readers of American Spa Magazine

have given us something in return, by voting

SunFX Americas Favorite Sunless Tanning Line.

- Is it because we have Americas largest

range of all naturaltanning solutions?

- Is it because of our award winning

professional equipment?

- Or is it because of our dedication to

offering the best service to our clients?

No matter what the reasons we are truly grateful.

Many experts are predicting a boom in Sunless

tanning from 2013. Why not try SunFX today and

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P H O T O G R A P H Y

L U I S E R N E S T O

S A N T A N A

Best Wishes,

Julie Keller Callaghan

Editor-in-Chief/Publisher

[email protected]

I F Y O U V E B E E N W A T C H I N G

various industry trend reports and updates

like I have, you know that the spa biz seems

to be in the midst of a recovery, something

for which we are all grateful. There are

many factors that are contributing to

this success, including spa owners and

decision-makers making better choices

and adopting more effective strategies

when it comes to retail. e International

Spa Associations most recent Spa Industry

Study, for example, showed a 4.5 percent

increase in revenue last year, with respon-

dents crediting new retail product offerings

as one of the reasons for this growth.

is news is great for our industry and

is a reminder to keep our retail offerings

robust, interesting, and compelling. Its also

a good reminder about the power of quality customer service when it comes to retail. We

address this topic this month in Reality Check, on page 48. In this story, we remind

you of a sometimes hard-to-swallow truththe customer is always right, even when you

know they are wrong. Aer all, as retail expert Chip Averwater reminds us, When you

learn to love your customers, warts and all, you and your business will be better for it.

is helpful reminder is just part of this months exciting retail coverage that can

be found in our popular Shelf Life section, starting on page 47. We also connect with

spa directors around the globe to find out about their retail goals and how they plan

to achieve them. Plus, we are providing you with a plethora of cool new retail offerings

that are sure to get your clients talkingand buying. From cooling pearls that help

soothe spa-goers hot flashes to inspirational items and fun fitness offerings, weve got

something to appeal to nearly any client.

In his story, Averwater says he believes that 99 percent of retailers want nothing

more than to make their customers happy, and I totally agree. What are you doing to

meet the retail needs of your clients and keep them coming through your doors? Send

me your ideas, and Ill share them on our SpaScoop blog at www.spatrade.com.

[ editors note ]

Retail Revelations



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[ get wired ]


Call us today for aFREE quote or catalog!Phone: 1-800-562-5377

Fax: 1-800-562-5399

Whats New atLearn more about Jane

Wurwand, the founder and

owner of Dermalogica and The

International Dermal Institute,

in this months Bright Spot, and

discover what other profession

she finds tempting.

Need help tracking down an article previously published in

American Spa? Just search Spatrade.com. The site is easier

than ever to navigate.

If you still need help planning for the rest of 2013, checkout our Events calendar for a list of upcoming spa shows

you wont want to miss.

And as always, stay up-to-date on the latest spa

headlines with our Recent News section.

Find all this and more at www.spatrade.com.

Cant get your hands on a print

issue? Get your American Spafix

on your iPhone and iPad with our

app. Visit the iTunes store and

download it for free.

APP-SOLUTELY FABULOUS

This month, we bring

back Shelf Life, which

features a host of

products you might

want to consider for

your spa boutique,

on page 47. Visit our

Facebook page at

www.facebook.com/

americanspa, and

share with us some of

your spas most popu-

lar retail offerings.

about

ace

FOLLOW US:

www.facebook.com/americanspa @americanspamag

JaneWurwand


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Her great grand-

mother and grand-

mother, both

village herbalists,

taught her about

herbal medicine.

About how thefruits, vegetables

and herbs that

nourish us can

also protect us

and heal us.

She studied bio-

chemistry and learned how and why our physical

being can be dramatically altered by what we put in

our bodies whether it is the food we eat or the

medicine we take. And during this time Aunt Ilike

developed a fondness for aesthetics and how

herbal remedies extend to skin care.

Aunt Ilike moved to Budapest and began working

as an aesthetician in the 1950s. It was a time

when the economic controls of the communist

system did not allow a broad selection of skin

care products. But Aunt Ilike had a plan. She

would leverage her

knowledge

gained from

years of herbal

and biochemistry

studies and create

truly unique skin

care remedies.

Each evening she

worked with the fruits,

vegetables and herbs

that would create her own revolution. The stature of

the products she created in her kitchen at home in

the evenings soon grew. By the late 1950s she had

created a pioneering professional organic skin

care line.

In the early 1980s, when goulash communism

finally allowed it, individuals were able to establishprivate companies and Aunt Ilike, along with her son

Ferenc Molnr, set up

their manufacturing

company. Her work

has earned inter-

national accolades

and she has been

a regular speakerat international

aesthetic congresses

including several

CIDESCO world

congresses.

In Hungary she was considered a national treasure

and has been honored with numerous awards.

She received the first Life-time Achievement Award

presented to her in 2006 from the Association of

Hungarian Aestheticians and the Small Cross Order

of Merit of the Hungarian Republic for her efforts

in educating and popularizing the use of herbs

in cosmetics. She even appeared on a weekly

Paprika TV cooking show as an expert on

vegetables and herbs.

To this day the

products, brandedunder her other

nickname Aunt

Ilike, and called ilike

organic skin care,

are available in the

US and Canada

exclusively through

Szp let.

We are proud to continue carrying on her legacy

and mission of providing all natural and organic

remedies, said Szilvia Hickman, Senior VicePresident of Szp let.

To learn more visitwww.szepelet.com

or facebook.com/ilikeorganicskincare

or call 888.290.6238.

Nature teaches us how to live in love, peace and harmony.en

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MARCH 2013 WWW.SPATRADE.COM AMERICAN SPA 19

20

IN THE MIX

Sage

26 SKIN DEEP

Sunless Tanning

32 EYE ON

Vitamins &Supplements

Discover how thecleansing power ofsage makes this plant

a perfect pick for spaservices on page 20.

columnsadvice on building your business

PHOTOGRAPHY:SHUTTERSTOCK


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P H O T O G R A P H Y

S H U T T E R S T O C K

[ in the mix ]

Center SageFind out how sage-inspired treatments and

products provide clients with herbal healing.

ANCIENT ROMANS MADE A DRINK FROM

sage, which they considered a sacred plant, and

drank it as a tonic for their minds and bod-

ies. Native Americans prized the plant for its continued on page 22

cleansing and spiritual benefits, and even today

its used to protect against evil and negativity. e

Spa at Sundanceat Sundance Resort (Utah), for


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W h a t Y o u l l

L ear n

So whether you are new to HydroPeptide, have been carrying it for years, or simply want to learnhow the new VLR Technology can enhance your clients experience, we are here to help takeyour knowledge of peptides to the next level in a fun and relaxed atmosphere! Please contactHydroPeptides National Education Coordinator, Cassie Miller-Hart for availability and schedul-ing at 1.800.932.9873 ext. 116 or [email protected]

The Correct of Peptidesapplied at Clinical

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HydroPeptide, The Leaders in Peptides, will be providing training to skin care professionals seeking to specialize and enhancetheir understanding of the latest peptide technology, taking place at the following locations on the dates below:

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Learn the secrets to giving the

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We cover a wide range of

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H o w T o

Reg i s t e r


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continued from page 20

P H O

T O G R A P H Y


continued on page 24

[ in the mix ]

example, uses the sweet-smelling smoke to purify

and ward off malevolent energies in its Sage and

Sweet Grass Ritual ($170, 80 minutes), a body

wrap and smudging of white sage and sweet grass.

he University of Maryland Medical Center

says sage essential oil may be used during massage

to treat depression, and its antiviral and anti-

inflammatory properties make it a common

homeopathic remedy for treating colds and sore

throats. In fact, its botanical name, salvia, comes

from the Latin word salvere, which means to feel well

and healthy, a nod to the herbs healing properties.

Sages power against colds and other illnesses

may be the reason behind its energy-clearing

reputation, says Marianne Griffeth, president of

Prima Fleur. When used for inhalation, sage is

an antidepressant and is upliing and cleansing

for a stressed brain and tense body, she says. It

stimulates mental clarity and stability, encouraging

the mind to be focused and vigilant.

Te spa experience should soothe the mind

as well as the body, which makes sage essential oil

an excellent addition to massage oils and creams.

As a post-treatment shampoo or shower gel, sage

is refreshing and cleansing. Or, suggests Griffeth,

use it in rooms as a diffuser between treatments to

disinfect the air and eliminate stale energy. In our

busy world, we can all benefit from a little added

mental clarity, she says. reatments with sage

can return guests to a place thats grounded and

still but with the potential to move.

Not only does the plant clear negative energy,

but sage also works wonders when it comes to

clearing skin ailments, including acne, eczema,

and signs of aging. While pregnant women should

steer clear of sage in its pure essential oil form

sage contains the chemical thujone, which can be

toxic during pregnancyits a safe ingredient to

use on sensitive skin and promotes skin strength

and healing. Sage is a very versatile ingredient for

skincare, says Stephanie Baresh, marketing direc-

tor for minence Organic Skin Care. It can be

used to treat oily skin and hyperpigmentation and

has great anti-aging benefits, as well. Additionally,

sage helps stimulate blood flow, is an antioxidant,

restores elasticity, and tightens pores.

minence incorporates sage in its age-defying

Herbal Recovery Oil and its energizing Hungarian

Herbal Mud reatment, which helps clear up oily

skin and rejuvenate fatigued complexions. he

powerful herb gets its skin-healing powers from

two key acids. Ursolic acid gives sage its wound-

healing abilities, which is ideal for treating acne

and eczema, says Baresh. Carnosic acid gives

sage its antioxidant benefits to treat UVA and UVB

damage and protect against future damage.

Not only

does the

plant clear

negative

energy, butsage alsoworks won-derswhenit comes to

clearing skin

ailments...


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All the Sage

Introduce clients to the healing benefits of sage by offering these produc ts at your spa.

Aveda Men Pure-Formance Shave Cream:

This moisturizing formula preps skin for

a close shave and helps reduce razor

burn. It contains a phyto-active blend

that consists of licorice root, plai oil, sage,

seaweed, and tamanu oil. www.aveda.com

CBI Laboratories All Herbal Toner:

Containing extracts of chamomile,

coltsfoot, horsetail, mint balm, sage, and

witch hazel, this formula helps tone and

condition oily skin. www.cbiskincare.com

minence Organic Skin Care Herbal

Recovery Oil: This oil features pre-

cious herbs to soothe and renew skin,

including sage leaf extract and ylang

ylang. www.eminenceorganics.com

Ilike Organic Skin Care Hungarian

Paprika Gel Treatment:Formulated

with Hungarian cherry pepper to stimu-

late and detoxify and sage to reduce

inflammation, this treatment p repares

the skin to allow for greater absorption

of skincare products. www.szepelet.com

Michael Marcus Tone Herbal Extract:

Containing sage extract, which purifies

and stabilizes oily skin, and organic

salicylic acid to ser ve as an antiseptic,

this formula helps exfoliate dead skin

cells and debris that can cause prob-

lem skin. www.michaelmarcus.com

Pevonia Silky Skin Body Scrub:

This body scrub gently polishes

away superficial impurities with

allantoin, jojoba beads, rosemary,

and sage. ww w.pevoniapro.com

Prima Fleur 7 Sacred Stirrings InspireEssential Oil B lend [no. 7001] and

Massage Oil [no. 7101]:The uplifting

aroma of the oil blend and massage oil

focuses the mind and restores energy,

taking advantage of sages herbaceous

qualities and traditional use to disperse

negative forces. www.primafleur.com

Sothys Paris Purifying Lotion:This

lotion contains sage, which has an

antiseptic and astringent action to

help treat and heal blemish-prone skin.

www.sothys-usa.comNicole Altavilla


[ in the mix ]

And, adds Melissa Morris, corporate educator

for Pevonia International, sages potent combina-

tion of phenolic acids, flavonoids, and superoxide

dismutase (also known as SOD) combine to offer

powerful antioxidant propertiesmagic words

to the spa guest seeking anti-aging solutions.

Morris suggests utilizing sages antibacterial and

anti-inflammatory properties to calm and soothe

sensitive skin. Sage extract carries the power to

heal the skin, making it an ideal extract to soothe

skin lesions, inflammations, and redness associ-

ated with sensitive and acneic skins, she says.

Sage can also help close the pores and inhibit

the action of sweat glands, says Alice Pichery,

national trainer at Sothys Paris. The company

uses sage in its Oily Skin collection for its healing,

astringent action. This includes Sothys Profes-

sional Correcting Treatment ($90, 45 minutes) at

Beautique Day Spa(Houston), which features

sage, as well as glycolic acid, salicylic acid, and tea

tree oil to absorb oil, reduce impurities, exfoliate,

soothe, and balance the skin.

Because spa guests are l ikely a lready

acquainted with the healing plant, Morris suggests

marketing sage services by pairing a treatment

with an interesting sage-infused hot tea in the

cooler months or lemonade in the summer.

Sages sweet, herbaceous scent also lends itself

well to many other aromatherapy oils, including

geranium, lemon, orange, and rosemary. Pair it

with basil for a treatment that evokes summer

gardens. Lavenders earthy, floral notes comple-

ment sage, too. Spa Solageat Solage Calistoga,

an Auberge Resort (CA), blends the two herbs

in its Sage and Lavender Body Polish and Mas-

sage ($198, 80 minutes), which uses Prima Fleur

essential oil. And Sage Springs Spaat Sunriver

Resort (OR) incorporates its signature Oregon

lavender and sage into many of its treatments,

including the Lavender and Sage Sugar Scrub

($115, 45 minutes) and the Sage Springs Manicure

and Pedicure ($140, 1 hour 40 minutes).

Our sage-inspired services are so appeal-

ing to our Sunriver Resort guests, because they

are inspired by the central Oregon high desert

experience, says spa operations manager Tifany

LeGuyonne. Our resort sits in the middle of a

gorgeous natural environment, surrounded by

juniper trees, wild sage, rushing rivers, and pic-

turesque mountains. Our services offer guests the

opportunity to sample the natural environment

around them at a world-class spa. So, as the days

become longer and warmer, bring the outdoors

in and clear the air with the energizing, healing

power of sage.Jessica Lyons Hardcastle

Sage extractcarries thepower to

heal the

skin, makingit an idealextract to

soothe skinlesions...

P H O

T O G R A P H Y



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[ skin deep ]

Golden GlowLearn how offering creative sunless tanningpackages and services at your spa can boostbusiness and keep clients coming back.

SKIN CANCER IS THE MOST COMMONFORM

of cancer in the U.S. According to the Skin Cancer

Foundation, more than 3.5 million skin cancers

in more than 2 million people are diagnosed

annually. When it comes to preventing skin cancer,

the obvious solution is applying and reapplying

sunscreen throughout each day, all year round. But

while sunscreen is an effective way of protecting

skin from cancer, it doesnt give skin a healthy

looking glow, which is one of the main reasons

sun-worshippers choose to sunbathe.

Achieving a radiant appearance without

exposing skin to the damaging rays of the sun

or a UV tanning booth is why sunless tanning is

one of the fastest growing segments in the beauty

industry. A 2010 study published in the Archives

of Dermatology found that women who were

given sunless tanners along with skin cancer

education were 33 percent less likely to sunbathe

to develop a tan, compared to only 10 percent

of those who were not given sunless tanners. In

addition to educating clients on the prevalence

and dangers of skin cancer, it is important to

make them aware that sunless tanners should

not replace sunscreen even though the active

ingredient in sunless tanners, dihydroxyacetone

(DHA), offers minimal sun protection.

Sunless tanning has come a long way in recent

years with the introduction of more modern tech-

nologies and a wider array of options available. Its

also a service that spa-goers have come to expect

to see on the menu at most spas and salons, which

is why it is also a very competitive segment in the

beauty industry. In order to attract new clients

and retain current clients, spas are introducing

special packages, offerings, and promotions as

incentives. Sunless tanning is one of the fastest

growing services in the spa industry, because the

treatment is quick, easy, and highly profitable, says

Julie Nostrand, founder of South Seas Skin Care.

It is important to offer a sunless tanning option,

not only for clients to preserve their skin but to

also offer additional services for better retention.

Skin Palette(Philadelphia), an exclusive

airbrush studio, has found success focusing solely

on sunless tanning. We have seen firsthand

the dangers from the sun, says co-owner Julie

Dorenbos. Many of our clients are skin cancer

survivors, and we are proud to be able to provide


Sunlesstanning isone of thefastestgrowingservicesin the spaindustry.

P H O

T O G R A P H Y

F O T O L I A


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[ skin deep ]

them with a healthy alternative. We see a lot of

repeat business, referrals, and loyalty, because our

clients know how much we care about them and

their skin. Te Skin Palettes most popular service

is its custom-blended airbrush formulas using

Sunlesss Evolv heat-infused airbrush-tanning

equipment and formulas. Te studio also offers

several packages for its clients, including the Skin

is in Membership ($175 per month), which includes

two Sunless airbrush tans, three hydration station

sessions, 12 photo rejuvenation sessions, and a

10-percent discount on retail products per month.

Offering sunless tanning services as part of

a package has also worked for I-Tan Sun, Spray,

Spa (multiple locations in San Diego). At I-an,

clients can join the I-Club ($59.95 per month),

which includes the clients choice of unlimited sun,

spray, or spa services using Sunless equipment and

products. At Sun Kissed(Gainesville, X), clients

can choose from a variety of sunless tanning pack-

age options using Norvell equipment and products,

including five tans of the clients choice for $99 (a

savings of up to $26) or 10 tans of choice for $199

Offering sunless sessionsin a bundled deal is

always a hit,because theprice per tan is lower.

P H O

T O G R A P H Y

F O T O L I A

(a savings of up to $51). Sunless tanning options

include the Full Body an ($20), which applies a

light color and rinses off in eight hours; the Express

an ($25), which rinses off in three to five hours;

Black Out ($25), which is for clients who desire

a dark cocoa color; Brown Sugar ($25), which is

a custom blend; Double Dark ($25), which is an

extra dark color; and Norvell Clear ($25), which

goes on clear and dries quickly. Offering sunless

sessions in a bundled deal is always a hit, because

the price per tan is lower, says Lurdes Medina,

owner of Bella Sol Tanning Salon(Pasadena, CA).

Wording it so it sounds as if the client is receiving

a free sunless session always sells. Everyone likes

the sound of the word free.

A la carte services are also popular among cli-

ents, as they allow them to choose certain areas of

the body to focus on, usual ly at a lower price point

than a full-body tan. Sun Kissed, for example,

offers a Legs Only ($10) option, which colors from

the panty line down to the feet. Similarly, Bella Sol

Salon offers clients the opportunity to choose to

tan just the lower body, upper body, or face. SiSpa




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W W W . G U I N O T U S A . C O M

DISTRIBUTED BY: LACHMAN IMPORTS, INC.

230 FIFTH AVENUE SUITE 900, NEW YORK, NY 10001

TEL: 800.523.1030 [email protected]

Deep cleansing treatment

The new Guinot patented Hydraclean facial thatachieves clearer, brighter and more hydrated skin

in 30 minutes.

This answers the market demand for an expresstreatment, which also yields great results.


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The Rising Sunless

Offer clients a radiant glow without the damaging ef fects of the sun with products from these sunless tanning companies.

Aviva Labs

www.avivalabs.com

Beautisol

www.beautisol.com

Be Bronze

www.bebronze.com

CBI Laboratories

www.cbiskincare.com

Cosmoproshop

www.cosmoproshop.com

minence Organic Skin Care

www.eminenceorganics.com

Fake Bake

www.fakebake.com

GlyMed Plus

www.glymedplus.com

G.M. Collin

www.gmcollin.com

Guinot Paris

www.guinotusa.com

Infinity Sun

www.infinitysun.com

Jane IredaleThe

Skin Care Makeup

shop.jane

iredale.com

Laboratoire Dr Renaud

www.ldrenaud.com

Norvell Skin Solutions

www.norvelltanning.com

Phytomer

www.phytomerusa.com

Rhonda Allison Cosmeceuticals

www.rhondaallison.com

Sol Potion

www.solpotion.com

Sothys Paris

www.sothys-usa.com

South Seas Skin Care

www.southseasskincare.com

Spa Elegance

www.spaelegance.com

St. Tropez

www.sttropeztan.com

SunFX

www.sunfxamerica.com

Sunless

www.sunlessinc.com


[ skin deep ]

at Palm Beach Marriott Singer Island Beach Resort

& Spa (Singer Island Riviera Beach, FL) offers mini

spray tans as a complimentary service throughout

the year to get clients to book additional sunless

treatments. During peak season, we offer clients

complimentary mini spray tans on either the legs,

arms, or ace to offer a taste o the glow, says spa

director Natalee Lynch. Tat encourages them to

book the ull experience, so they go home looking

like they just visited the beach.

Sunless tanning can also be combined with

other popular spa services to introduce clients to the

benefits o sunless tanning. SiSpa offers Sun n Sand

($120), which includes a 25-minute body exoliation,

a 25-minute South Seas spray tan, and a vitamin

D-inused smoothie. In addition, Salon AKS(New

York City) boasts the Perect Legs Pedicure ($95, 75

minutes), which includes a pedicure and a bronzing

treatment using St. ropez exoliating scrub and

non-streak bronzing mousse. Te tan lasts or our

days and is time-released so it gets darker as time

goes on. We find guests love the Perect Legs Pedi-

cure when preparing or a vacation or an event where

they dont want to wear stockings or high boots, says

Susanna Romano, co-ounder o Salon AKS. Tis

treatment doesnt take long, and the guest leaves

with perect toes and bronzed legs or any occasion.

Whether a la car te or bundle packages, sun-

less tanning has proven to be an effective and

popular way or clients to achieve a radiant look

all year without worrying about UV damage.

Tats why some even consider sunless tanning to

be an anti-aging treatment. We promote beauty

and anti-aging with our South Seas Airbrush

Sunless anning session treatment, as it keeps

the skintone looking bronzed while avoiding

damaging the skin rom the suns harmul

rays, which can cause skin cancer, says aylor

Fields, spa manager atThe Spa at Ross Bridge

at Renaissance Ross Bridge Gol Resort & Spa

(Birmingham, AL).

Many spas and tanning salons have turned to

social media sites like Facebook and Yelp, as well

as email, to help get the word out to clients about

sunless tanning specials to attract new and repeat

clients. Ofen all it takes is an intriguing offer to get

a client through the door, and i the client leaves

satisfied, he or she is likely to return. Tere is a

large demand or sunless tanning services, and

i spas do not offer it, someone else around them

will, says Veronique Munro, ounder and CEO

o Ininity Sun. Sunless tanning is now being

offered in different types o businesses, rom hair

salons, tanning salons, nail salons, day spas, and

fitness centers, as well as mobile services, so how

a company positions themselves through their

marketing and promotions can be the determining

actor as to whether or not they get their sunless

business.Nicole Altavilla

There is

a largedemandfor sunlesstanning

services,and if spas

do not offer

it, someone

else around

them will.


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34/132


[ eye on vitamins ]

An Easy Pill

to SwallowTake your spas efforts to promotewellbeing a step further by offeringclients beauty- and wellness-related vitamins and supplements.

AS INTEREST IN HEALTH AND WELLNESS

picks up speed, so do the opportunities for

retailing and marketing nutritionals in your spa.

Te image of a spa evokes a sense of peace and

wellbeing, says Nancy Steely, N.D., director

of research at life-science company USANA.

Vitamins and dietary supplements, which also

care for the body, fit in perfectly with the concept.

Not surprisingly, there are numerous advan-

tages to selling vitamins and supplements. Tey

not only enhance your brand image by projecting

a commitment to health and wellness but they also

position your spa as a partner in achieving your

clients overall lifestyle goals. It becomes a go-to

place for all things health and wellness.

From a spa owners perspective, vitamins are

good business, because they need to be taken on a

regular basis, says Boldijarre Koronczay, founder

of minence Organic Skin Care, which manufac-

tures Vitaskin Vitamin Solutions. Clients will

need to replenish their supply, which guarantees

walk-through traffic and increases the chance

for upselling at the spa. On the flip side, the

establishments that achieve the highest volume in

sales are the ones that have a regular clientele: day,

medical, and fitness spas, though some resorts have

experienced some success with them, too.

Engaging Clients

Just as a well-trained staff, pampering treatments,

and soothing decor build a positive experience for

spa-goers, vitamins and supplements should also

be used to develop customer affinity, says Wes

Crain, president of Navitas Naturals, an organic

food and dietary supplement company. Its impor-

tant to create a one-stop shopping opportunity for

the end customer, as it creates a captive audience.

he hook is to engage customersshare

expertise that will encourage consumption beyond

the time of the treatment and the walls of the spa.

Spas are more than just a place to get a massage,

says Crain. Tey have the potential to play a larger

role in a clients everyday healthy lifestyle. He

suggests putting together beauty baskets with the

spas name and branding that includes step-by-

step instructions and sending out newsletters and

Facebook posts with nutrition tips and recipes to

encourage sales and the use of nutrition products.

Choosing the Right Products

While revenue gain is one aim, customer interest

is another. Paul Hester, M.D., of Be MediSpa

(Lexington, KY) cautions against carrying unproven

and unregulated supplements with spurious

claims and peddling nutritionals without proper

continued on page 34 P H O

T O G R A P H Y


From aspa ownersperspective,

vitaminsare goodbusiness,

becausethey needto be takenon a regularbasis.


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36/132



[ eye on vitamins ]

advisement from a medical or naturopathic physi-

cian, a chiropractor, a nutritionist, or other licensed

healthcare professional. Be true to your own busi-

ness, as well as to your clients best interests, says

Steely. If your spa is small and doesnt offer many

wellness-related services like health assessments,

nutrition products, healthy foods, or exercise facili-

ties, then dont overwhelm your staff or clients with

an array of supplements about which you arent

knowledgeable. Stick with the products that comple-

ment your spas massage and skincare services.

Some of the recommended basics include multi-

vitamin and multimineral supplements, melatonin,

omega-3 fatty acids, and vitamin D supplements.

On the other hand, if your spa provides exten-

sive wellness-related services, says Steely, then you

should choose products that fit accordingly. If, for

example, you provide meditation or mind-body

programs, then offer herbal supplements or teas

for relaxation, she says. If you offer health assess-

ments and nutritional consultation programs, you

should stock more than just the basics, such as

fiber supplements, skeletal-support nutrients, and

any number of products dedicated to supporting

specific body tissues and systems.

In fact, with the overwhelming number of

vitamins and supplements on the market, most

consumers will appreciate help determining the

right products for their needs. A well-curated

selection at a spa could be a preferable buying envi-

ronment in comparison to a large supermarket.

Te bottom line is personalizationthere is no

one-size-fits-all solution to health and wellness,

says Steely. Nutritionals are truly an exciting

area for spas to enter into. As always, there is a lot

of opportunity to attract new clients, as long as

its done honestly and with integrity.Lisa Cheng

Internal Affairs

Give your clients the health or beauty boost they desi re with these vitamins and supplements.

minence Organic Skin Care

VitaSkin Vitamins:Thesetargeted supplements aredesigned to address common

skin concerns. The Clear Skin,

Calm Skin, and Firm Skin

VitaSkin Vitamin Solutions

incorporate the innovative

Moisture Defense System.

www.eminenceorganics.com

Fleurs Hair-Nails Supple-

ment: Tired hair and brittlenails will be a mere memory

with this supplement, which

relies on amino acids, traceelements, and vitamins to

stimulate hair follicles and

strengthen weakened nails.

www.lespausa.com

Inovacure Vitality Cocktail

Anti-Aging Formula:Thiscollagen-based concentrate,

flavored with cranberry and

green tea, is enriched with

antioxidants to help maintain

young, healthy-looking

skin. www.inovacure.com

Mlis Antioxidant with

Astaxanthin: With potentantioxidants to protect the

body and skin, this formula

contains ingredients to

help purify the blood, aid

in proper digestion, and

protect cells from free

radicals. www.mlis.com

MILA The Miracle Seed:

This proprietary blend

of chia seeds is a natural

source of omega-3s,

antioxidants, and phytonu-trients. www.lifemax.net

Murad Pure Skin Clarifying

Dietary Supplement:This

blemish-reducing supplement

helps provide a powerful

internal defense against

breakouts. www.murad.com

Osmosis Pr Medical

Skincare ATP Cell Therapy:

Offering a healthy way to

detox and support weight

management, this supplement

increases the bodys produc-tion of ATP, a molecule that

stores needed energy and

improves DNA repair in the

skin. www.osmosisskincare.com

Pevonia ClariPlex Vitamin

Supplement Clear & Main-

tain:Part of the Power Repair

Spa Vitamins line, this clarify-

ing oral supplement delivers

an Ayurvedic blend of extracts

to repair acneic skin from

within. www.pevoniapro.com

Phytomer Silhouette Expert

Dietary Supplement:These

capsules work to slim and

contour the body with

green coffee, green tea, and

laminaria digitata, a brown

seaweed. www.phytomer.com

Reserveage Organics Res-

veratrol 500mg and 250mg:

Offering a cell-protecting

nutritional shield that helps

diminish the risk of age-

related issues, these capsuleshelp fight environmental

stresses, toxins, and free

radicals. www.reservage.com

Santas Skincare Complexion

Clear:This therapeutic

supplement contains a

blend of vital nutrients

proven to address the origins

of blemish-prone skin.

www.sanitas-skincare.com

Skin Authority VitaD

Fortified Illuminating Duo:Replenishing the bodys

vitamin D levels from the

inside out, this nourishing

pair includes the Whole Food

Spice Powder and Topical

Elixir. www.skinauthority.com

Thalgo Menoceane:This

supplement is formulated to

help control hot flashes,

irritability, and weight gain due

to menopause. www.thalgo

usa.comHeather Mikesell

P H O

T O G R A P H Y



37/132

QuietnessCrme

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IntrospectiveShimmer

TransendGold Matte Shimmer

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Infused with Ecocert-certified bamboo for up to 35% stronger nails.

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38/132

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39/132


Discover how spas aretaking advantage of

the business-buildingbenefits of permanentmakeup on page 42.

38 IN THE KNOW

News & Trends

40 PRODUCT WATCH

Whats New

42 PROPER PROCEDURES

Permanent Makeup

medical spaREPORT



40/132


Those who light up can now fight the telltale signs of smoking, thanks to the

dermal filler Belotero, a hyaluronic acid (HA) dermal filler that integrates

with the skin, adapts to skin contours, and plumps and adds volume to lines

and creases of the lip. The most obvious prevention of smokers lines is not to

smoke, says Joseph Eviatar, M.D., an oculofacial plastic surgeon and surgical

director of Chelsea Eye & Cosmetic Surgery Associates (New York City).

However, once the lines have formed, a dermal filler like Belotero can offer an

effective solution. Belotero has a thinner consistency than other dermal fillers on

the market, which allows us to gently and instantly f ill the f inest of lines.

Because Belotero is made of the same volumizing and moisturizing component

of the skin, Eviatar says he has found it to be a natural fit for lip rejuvenation. e

difference is not only the composition of Belotero but also the actual technique

of injection, he says. Injections with Belotero are performed more superficially,

reducing the possibility of a tyndell effect, a darkening of the skin or blue hue, that

other HA products can create if not injected properly. Additionally, one treatment

of Belotero was shown in clinical studies to last from nine to 12 months.J.K.C.

New Filler TreatsSmokers Lip Lines

2013PLASTICSURGERYPREDICTIONS

Beverly Hills, CA, plastic

surgeon Ashkan Ghavami, M.D.,

an internationally recognized

authority on aspects of plastic

surgery, predicts that the most

popular surgeries for 2013 will

be the following:

Quick Recovery Breast

Augmentation.This surgical

technique can take as little

as 25 minutes but allows

for recovery to be less

than 24 hours.

Ethnic Rhinoplasty.Until

recently, beauty standards

considered that a small

European-shaped nose

was the most preferred

surgical result. Now people

want a more natural-looking

improvement that reflects

their heritage and is still in

proportion to their face.

S-Curve Buttock Lift.Excess

fat from throughout the body,

especially around the waist,

is being used to define the

buttocks and S-Curves while

emphasizing the whole body

shape. In this procedure, fat

cells are transferred to shape

and curve the accents.

Deeper Facelift Techniques.

There will be a return to true

facial shaping via surgical

techniques that last and can

be virtually unnoticeable.

Says Ghavami, We live in

an extraordinary time when

anybody can surgically change

and improve the shape and

features of their body and face

and still look natural, and keep it

a secret.Julie Keller Callaghan

INTHEKNOW

P H O

T O G R A P H Y



41/132

The Intellige

Nouveau Contour & the

Nouveau Contour

Academy provide you

with the right tools &

training to enhance a

clients natural beauty, not

cover it up. To learn more

and find out how you can

offer this valuable service

contact us

Beauty is inthe eye of thebeholderSometimesits in your

hands

he Intellige

[email protected] | 877-628-7201nouveaucontourusa.com | nc-academy.comNouveau Contour, Orlando Florida


42/132


MELAMINZO Medicals Melamin is a skin-bleaching and correcting

cream formulated with 4-percent hydroquinone to gradu-

ally bleach areas of hyperpigmentation caused by melasma.

Hydroquinone inhibits the production of melanin pigment, and

vitamin E helps repair damaged cells. www.zoskinhealth.com

ADVANCED COLLECTIONThis physician-only collection from glotherapeuticshas been

expanded with five new products that feature potent concentra-

tions of active ingredients aimed at transforming the function,

appearance, and texture of the skin. The additions include 10%

Glycolic Cleanser, Tretinol 1%, HQ Advanced facial serum, 15%

Glycolic Cream, and Eye Treatment. www.gloprofessional.com

Whats NewWRITTEN BY JULIE KELLER CALLAGHAN

PRODUCTWATCH

HYDRATING SERUMThis 100-percent oil-free,

ultra-lightweight serum

from Revision Skincare

contains moisturizing

hazelnut protein, honey,

and sodium hyaluronate

and is ideal for use af ter a

chemical peel or micro-

dermabrasion. www.

revisionskincare.com

C-QUENCEEnvirons C-Quence range is a s tep-up

system that helps skin to acclimate to

increasing strengths. Antioxidants, hyalur-

onic acid, peptides, and vitamins A, C,

and E work in synergy to assist in creating

the appearance of a smoother, more even

toned skin texture and a healthy-looking

youthful glow. www.dermaconcepts.com

SERIOUS CLARITY 4XThis serum from Neova

is infused with four skin

brighteners that dramati-

cally reverse the appear-

ance of dark spots and

skin discolorations, result-

ing in an even skintone

and improved moisture

without irritating side

effects. www.neova.com


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44/132



Permanent

PerfectionHelp your clients to alwayslook their best with permanentmakeup services, and make

over your spas bottom line.

AS SPA PROFESSIONALS, YOU OFFER YOUR

clients the luxury of looking and feeling their

best without having to do any of the work. And

in this ever-evolving industry, it is still possible

to find new avenues to help your clients attain the

results they desire while improving your bottom

line. A growing trend sprouting up on spa menus

is permanent makeup services, which offer clients

the time and freedom to focus on more important

things during the day than applying makeup.

According to Jeanee Lusby, founder of Natura-

Look Institute of Permanent Cosmetics, permanent

makeup is the ideal option for almost any client

looking to simplify their lives by looking their best

without having to invest too much time. is is a

great service for anyone who wants to restore lost

color or definition to their face, says Lusby. It is

also great for women who have difficulty seeing

up close, have allergies to conventional makeup

products, who are very active outdoors, and those

who struggle with asymmetric facial features.

Among the most popular permanent makeup

procedures being offered at spas are eyeliner,

eyebrows, and lips. Permanent eyeliner is a must

for women with allergies to conventional makeup,

and who wear contact lenses, have poor eyesight, or

shaky hands, says Gina Gheldof, founder of Forever

Young Cosmetic Spa(Glen Ellyn, IL). Gheldof helps

clients attain varied effects on their eyes depending

on their desires, be it a so, subtle look or a more

dramatic eye. When it comes to eyebrows, Gheldofs

goal is to define the clients face by creating a natural

look with a custom blend of pigment shades that

match the clients natural hair shades.

According to Gheldof, lip procedures can correct

asymmetry, add definition and fullness, and either

enlarge or minimize the lips appearance. It can also

reduce the appearance of lines around the lips and

prevent lipstick from bleeding. Another popular

permanent makeup offering at Spa Gregories

(multiple locations in CA) is the application of a

beauty mark. According to Livia Abrudan, perma-

nent makeup artist at Spa Gregories in Newport

Beach and Rancho Santa Margarita, clients request

this for a number of reasons, such as to add a

dramatic flair to their look, as well as to cover up

imperfections such as scars or freckles.

In addition to aesthetic enhancement,

permanent cosmetic services are also being used

medically. There is a growing need for perma-

nent makeup services that go beyond eyebrows,

eyeliner, and lip liner, says Robert Waters, vice

president and general manager of Nouveau Contour

North America, a manufacturer and educator of

A grow-ing trendsproutingup on spamenusispermanentmakeupservices.

PROPERPROCEDURES

P H O

T O G R A P H Y



45/132

Discover Environ, the results-driven skincare line thats the secret to

beautiful and healthy looking skin for the face and body. Specially

formulated Environ products help transform and rejuvenate the appearance

of skin, providing measurable results that your clients will see, feel, and love.

Available exclusively through physicians and medically affiliated spas.

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46/132


PROPERPROCEDURES

permanent makeup. Tis includes creating areola

pigmentation or post-breast reconstruction afer a

mastectomy, as well as helping accident or burn vic-

tims by creating eyebrows or defining the lip or eye

area. It provides not only a new avenue o revenue

but also a rewarding service that offers a permanent

solution or those afflicted with bodily flaws.

I you are considering incorporating permanent

makeup services into your spa menu, it is imperative

to ensure that your provider is properly trained, says

Lusby. Make certain that he or she has completed

enough practice procedures on several dierent

canvases and is confident in his or her skill level

beore offering any services to clients, she says. In

our center, we offer a 100-hour course, including

a combination o didactic and practicum. Our

students have one year o support and in-clinic

hands-on proctor opportunities available to them.

Nouveau Contour offers both undamental and

advanced training or those looking to administer

permanent makeup services. he undamental

training includes 35 hours o sel-study prior to the

course, ollowed by 40 hours o in-house instruction

and hours o homework per night, totaling 85

hours o study. Te companys advanced courses

are designed or current practitioners who want to

improve their existing techniques and learn ways to

obtain better implantation o pigment and reduce

trauma to the skin.

In addition to ensuring your permanent

makeup technicians are thoroughly trained, Lusby

points out that it is important to educate your entire

staff. Because there is much to do when incorporat-

ing this service into your business, we also teach

a marketing course so the entire spa personnel is

educated on the benefits o this service, says Lusby.

For example, it is critical that the person answering

the phones is well educated in fielding questions and

counseling potential clients on the topic.

According to her, now is the ideal time to incor-

porate these services into your spas menu. Tis

industry is continuing to grow and improve quickly

in the areas o pigments, devices, techniques, and

design trends, says Lusby. Tere has never been

a better time or spas to incorporate permanent

makeup. It is a big-ticket service with a very low

set-up cost, so everyone wins.Nanci McArdle


There hasnever been

a better

timefor

spas to

incorporate

permanent

makeup.

P H O

T O G R A P H Y



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*

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* Excluding applicators, wipes and pencils sourced overseas, we are 100% American made. ** With purchase of retail products . + Subject to advertising guidelines .

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47 CUSTOMER

TRUTHS

Retail Realities

52 PEOPLE

Worthwhile Goals

56 PRODUCTS

Sellable Styles

shelf lifeYOUR GUIDE TO GROWING YOUR RETAIL BUSINESS


Turn to page 47 to learn

why its important toaccept the mantra, Thecustomer is always right.


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shelf lifeCUSTOMER TRUTHS

THE CUSTOMER IS ALWAYS RIGHT IS A

mantra that business owners hear over and over

again. Sometimes, however, customers are just

plain wrong. Tey misunderstand products, what

a spa can do, how business is done, what pricing is

realistic, and more. But if you dont want your spas

retail area to fail, youd better figure out quickly

that even when the customer is wrong, hes right.

Its a retail truth that you simply have to come to

terms with to be successful. Its almost always more

productive to swallow your pride, apologize for

the perceived injustice, and make it right. Always

remember, your win is getting the business and

keeping the customer. When you learn to love your

customers, warts and all, you and your business

will be better for it. Here are some important real-

ity checks that will help you improve your business.

Retail doesnt get rave reviews.Most

shoppers agree that the typical retail experi-

ence isnt good and say they hate to shop. Why cant

retail rate more satisfaction? One theory is that

consumers experience retailing almost daily and

become highly discriminating in their standards.

Also, consumers oen see excellent examples of

particular aspects of retailing individually, but

rarely does any retailer get it all right at once. Finally,

retailers who do manage to get it all right are oen

too expensive to be competitive. Whatever the rea-

son, you should accept that youll get little sympathy

from customers. Teir patience is thin, their budgets

are stretched, and they are ever conscious of their

power to take their business elsewhere.

Be-backs dont come back.Ill be back

later to purchase this! An experienced

retailer knows a sale has just walked out the door,

probably for good. Ill be back is something

customers say to extricate themselves from the

situation without disappointing the salesperson.

Even customers who believe theyll come back sel-

dom do; they get distracted, lose their motivation,

find other options, or simply procrastinate. When a

customer says shell be back or asks for a card, you

should ask if youve shown her the correct product,

answered her questions, and provided enough

information. If she answers yes, shell typically say

she just needs to think about it, which translates as,

Im not convinced that this is the right product or

best price. If the customer is receptive to further

discussion, keep asking questions and providing

information. If she is finished with the conversa-

tion, offer to send her some literature, collect some

additional information for her, or call her if the

product goes on sale. With persistence, maybe

youll convince your be-back to come back.

Happy customers come and go;

unhappy customers accumulate.Except

for the (possible) small percentage of die-hard

customers who consistently purchase retail

products at your spa, your happy customers arent

necessarily customers for life. Te truth is, satisfied

customers might do business with you again, but

youre only one of many. Dissatisfied customers

have longer memories and look for opportunities

to warn others away. Teyre expensive enemies to

have. Its usually worthwhile to actively look for


Reality CheckRetail expert Chip Averwater lays

out a few customer truths thatyou may not want to admit.

When youlearn tolove yourcustomers,

warts and

all,you andyour busi-ness will bebetter for it.

P H O

T O G R A P H Y



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unhappy customers, open a dialog, and try to make

up with them. Oen, a little attention turns them

into equally vocal advocates. And wouldnt you

rather have one of those instead of a critic?

Complaints are signs our customers want

us to do better.No retailer likes to receive

complaints, so its tempting to write them off as flukes

or feedback from unhappy people. But heres the cold,

hard truth: When a customer complains, it often

means many others feel the same way but dont tell

usthey take their business elsewhere. A complaint

represents an opportunity to improve service to all

of your customers. Its information you vitally need,

and although it might not be pleasant to receive it,

these customers are going out of their way to help you.

Low prices wont excuse poor service.

Most shoppers recognize the realities of

price and service trade-offs. They can have low

prices, or they can have good service, but not both.

Aer all, great service in retailing is mostly a matter

of the quantity and quality of a retailers employees.

Every retailer would improve service by hiring

more and better people if price competition didnt

constrain expenses. But since we dont live in a

perfect world, retailers must find a balance between

service and price. So heres the bottom line: Never

believe the rationalization that poor service doesnt

matter if your prices are low enough.

Take it back where you bought it

alienates customers.Occasionally, youll

encounter a customer who asks for help with a

product he purchased elsewhere. If elsewhere

happens to be a troublesome spa competitor, its

tempting to rub the customers mistake in and

ask, Why dont you take it back to them? But

realize the customer is coming to you because he

is unhappy with the competitors transaction. Do

we really want to send himas well as his money

and possible future patronageback?

You dont see your competitors happy

customers.Inevitably, youll encounter

a customer who comes to you because she is

dissatisfied with the competition. At this point,

youll be tempted to assume that this customer is

representative of everyone who does business with

your competitor. However, the complaints arent a

balanced picture. Only their dissatisfied customers

come to see you; their satisfied customers have

bought, are happy, and have no reason to be in your

spa. A few unhappy customers can find their way

to your spa. Although sometimes vocal, these dis-

gruntled shoppers are usually not representative of

typical business experiences with your competitor.

You should always remember: While youre seeing

their mistakes, theyre seeing yours. Agitating and

aggravating are likely to be repaid in kind.

Because I truly believe 99 percent of retailers

want nothing more than to make their customers

happy, sometimes the truths about those custom-

ers can be the hardest to admit. But, of course, all

of these things are the nature of retailing. When

you admit these truths are out there, you can

begin to implement ways to keep your customers

happy, keep them coming through your doors,

and, most importantly, keep them buying from

you. Chip Averwater

continued from page 48 When a

customer

complains,

it often

means manyothers feelthe samewaybutdont tell us.

Chip Averwater is the chairman of Amro

Music Stores (Memphis, TN) and the author of

Retail Truths: The Unconventional Wisdom of

Retailing(ABB Press, 2012).

shelf lifeCUSTOMER TRUTHS

P H O

T O G R A P H Y



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What are your retail goals, and

how do you plan to achieve them?Because our resort was

an existing property when

Four Seasons came into

management, we already

had a fully stocked retail

shop. When I arrived, my

goal was to not reinvent the

wheel but take the popular

items already here and boost the quantity we

had in stock. eres nothing worse than clients

looking at items that the boutique does not have

in the right size, smell, or color, so they end up

leaving the spa empty handed. My other priority

was to bring in quality items that our Four Sea-

sons clientele want to see and purchase. e cost

does not have to be outrageous, but if the item

is a brand people have heard of, they will buy it.

For 2013, I will continue with these goals and try

to go even further by advertising and selling our

wonderful Four Seasons beds and bedding. ere

is minimal cost for the spa, but the sales are huge

for our bottom line. Its a win-win for the spa and

our guests.Emily Richey, spa director, Spa at

Rancho Encantado at Four Seasons Resort Rancho

Encantado Santa Fe (NM)

Our main goal in 2013

is to revitalize the spas

signature product line in

order to better support

branding initiatives for the

year. Well be playing with

a farm-to-treatment-table

concept as part of our retail

initiatives here at Pinehurst. Were currently in

the process of developing a selection of organic

massage oils that well make using plants that

actually grow on property, and we will use them

in services and as part of our revamped product

offerings.Jennifer Reid, spa director, e Spa

at Pinehurst (NC)

We also

plan to better

merchandise

our productsand be more

creative with

the retail spacewe have.


shelf lifePEOPLE

The Spa at RanchoEncantado retailsquality items that FourSeasons guests want.


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CLEVERLY

CREATED

NOELASMARUNIFORMS.COM [email protected]

1 800 772 1408

NOEL ASMAR BRAND DIVISIONS: UNIFORMS. RESORT.

ASMAR EQUESTRIAN. BOWLS AND ACCESSORIES.

TO SUIT YOURSTYLE OF WORK.


56/132


shelf lifePEOPLE


In order to drive retail

revenue at Alvadora Spa

at the Royal Palms in 2013,

we partner many of our spa

treatments with the retail

items on offer, combining

thi s w i th personal i zed

baskets for guests with items handpicked by their

spa therapists to enhance the spa experience at

home. Incorporating a value incentive for guests

to purchase products used in their treatments,

such as if they purchase the items on the same

day as their treatment, is another way of increas-

ing retail revenue. We also place emphasis on

carrying seasonal retail items that rotate quar-

terly and speak to our Royal Palms history and

feel. We will also extend a loyalty program this

year to make it easy for guests to reorder items

they purchased while visiting the spa at Royal

Palms.Glorianna Wood, spa director, Alvadora

Spa at Royal Palms Resort and Spa (Phoenix)

Our retail goals are to

double our retail sold on

a weekly basis. We plan to

achieve this by bringing

more education to our staff;

the more knowledge and

understanding the staff has

of the product, the more

they believe in it and will share it with our guests.

We also plan to incorporate more enhancements

into our everyday treatments, for example, by

offering guests a hand massage during a hair

service using one of our body exfoliators and

shea butters. Cross promotion is the key to this;

making sure the entire staff is educated on every

product we sell. The more we talk about our

products and the more passionate we are about

our products, the more our guests will believe in

them as much as we do. We also plan to better

merchandise our products and be more creative

with the retail space we have. We will recognize

our fast movers and make sure we always keep

them in stock so we never miss out on a sale and

our guests know they can always depend on us

for their product needs.Cara Hart, spa director,

Corbu Spa & Salon (Cambridge, MA)

Our goal is to educate our

guests on how to take care

of the longevity and health

of their skin by offering the

correct product recommen-

dations that fit into their

individual lifestyles whi le

also delivering the finest

results and benefits. We focus a lot on providing

our colleagues with retail education and training

programs given by and with our various partners.

In 2013, we hope to achieve a 28 to 30 percent

retail-to-service sales ratio by incorporating the

knowledge our therapists have to our guests.

By explaining and practicing the products on

and with our guests, they will understand,

feel comfortable, and see the results, which in

turn will allow them to make wise purchases.

Kristy Whitford, spa director, The Spa at

Mandarin Oriental, San Francisco

Value incentiveshelp boost salesat Alvadora Spa.

The morewe talk

about ourproducts andthe more

passion-

ate we are

about our

products,

the more ourguests will

believe inthem...


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$86AVG GUEST

SPEND PER

SPA VISIT

$55MONTHLY COST

OF AN ISPA

MEMBERSHIP

$43AVG SPA RETAIL

SPEND PER

GUEST

COMPAREthe numbers

18,AVG NUMBER OF SPA VISITS

FOR AN ISPA MEMBER

7,265AVG NUMBER OF SPA VISITS

FOR A NONISPA MEMBER

INVESTin your business

20+ ISPA RESEARCHSTUDIES

17 ISPA EDUCATIONALCOURSES AND TOOLS

25+HOURS OF ONDEMAND

WEBINARS

Members can accessvaluable benefits 24/7 atexperienceispa.com.

GROWyour knowledge library

Visit experienceispa.com/giftto receive a free ISPA gift!

*Source: ISPA 2012 U.S. Spa Industry Study

by the numbers


58/132


Uplifting

OfferingsMOTIVATE CLIENTS TO LIVE THEIRLIVES TO THE FULLEST WITH THIS

COLLECTION OF INSPIRATIONAL

ITEMS.JULIE KELLER CALLAGHAN

The Shift Your Awareness notebooks from THEUNIVERSE KNOWSprovide inspiring messagesthat allow writers to give themselves permissionto believe in themselves and be open to lifeslittle miracles. www.theuniverseknows.com

DIVINE BLESSINGSs ultra-soft, comfy yoga-inspired cloth-ing promotes breathing freely and opening up to receivinghigher uplifting healing vibrations from the infinite universe,says co-creator Divine Aubry. She notes the encouragingthreads can help wearers inhale the breath of light andexhale love and compassion through the vibrations that

resonate from the messages on the garments.www.divineblessings.us

Fitness aficionados can add to theimpact of their yoga practices with thelightweight Be Inspired Yoga Blockfrom GAIAM, which provides stability,balance, and inspirational messagesscreened on the front. www.gaiam.com

Remind spa-goers of their spirit animals with theCharm Dynasty necklaces from DOGEARED.These delightful charms help clients celebratethe year of their births by reminding them of theirspecial birth-year characteristics. Its the ultimatein animal magnetism. www.dogeared.com

Help clients accessorize with meaning withChakra Bracelets from DAISY LONDON. Createdwith precious metals and colored cord, the bliss-inducing bracelets offer a rainbow of beautifulmeanings. www.daisyjewellery.com

shelf lifePRODUCTSAS SEEN IN

VARIOUS FOUR

SEASONS, RITZ-

CARLTON, AND

MANDARIN ORI-

ENTAL SPAS.


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Uncommon GoodsSOLVE A BEVY OF PROBLEMS WITH THESE UNUSUAL AND

UNIQUE ITEMS THAT ARE SURE TO ADD THAT LITTLE EXTRA

SOMETHING TO YOUR RETAIL AREA.HEATHER MIKESELL

For vino-loving clients, Wine Wipes byBORRACHAprovide the perfect solu-tion for removing red wine stains from themouth and teeth. The small compact ofwipes fits easily in any purse and offers adiscreet way to wipe the wine off of anysmile. www.winewipes.com

BLINGGUARDBlingDots and BlingWraps help accessories dazzle

with the ultimate fashion fix. Holding earrings in place, BlingDotsare disposable earring backs made with a soft hypoallergenicfoam and a pressure-sensitive adhesive. BlingWraps are easy-to-use transparent and disposable wraps that keep rings fromtwisting, turning, and sliding. Both showcase jewelry the way itwas meant to be displayed. www.blingguard.com

Accessorize spa-goers with HOT GIRLSPEARLS, the first freezable pearl necklacesto offer a frosty fix. Ideal for those whohave a tendency to overheat, are sufferingfrom hot flashes, or are just feeling hot andbothered, these oversized pearl strands,

available in three lengths, come in White,Blush, and Gunmetal. Filled with a nontoxiccooling gel, they have a magnetic clasp foreasy wearing. www.hotgirlspearls.com

Clients lacking self-control will thank you for these scientificallybased portion-control plates from SLIM & SAGE. The patent-pending nine-inch porcelain plates reveal the recommendedproportions to build a healthy diet: one-quarter of the plate isdesignated for lean protein, one-quarter is for whole grains, andone-half is for vegetables. Based upon research from the Ameri-can College of Cardiology, Harvard University, the Mayo Clinic,

and Stanford University, the tableware may be able to reducecaloric intake by up to 59 percent. www.slimandsage.com

After a manicure, the last thing you want your clients tosubject their hands to is harsh cleaning chemicals. Glove-ables waterproof gloves from GRANDWAYprotect handsfrom that and more. Complete with a fun and flirty ruffled

fringe, the gloves guard hands while cleaning, gardening,and washing dishes. www.grandwayhonduras.com

shelf lifePRODUCTS

AS SEEN IN THE

RETAIL AREA OF

THE ALLISON SPA

(NEWBERG, OR)


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BRUSH ON RAPIDLASH EYELASH

ENHANCING SERUM BEFORE BED

AND SAY GOOD MORNING TO

LUSCIOUS LOOKING EYELASHESAND BROWS IN JUST 4 WEEKS.

s 3!&%

s %!39

s %&&%#4)6%

s !&&/2$!",%

BEAUTY BY THE NUMBERSwith

1 TUBE+

4 WEEKSFuller Looking and Thicker LookingLashes and Brows

www.rapidlash.co877.760.667

HEXATEIN 1 COMPLEX

A unique blend of 6 lash andbrow enhancing ingredients

Available at many fine spas asalons throughout the coun


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Fit to Be SoldINSPIRE YOUR CLIENTS TO HIT THE GYM OR

STUDIO THIS YEAR WITH THESE FABULOUS

FITNESS FINDS.HEATHER MIKESELL

Ideal for dancing and practicing martial arts, Pilates, and yoga,PURETOESoffers moisture-wicking, antimicrobial foot coverswith skid-free pads embedded on the bottoms. From hot pinkpaisley to grape tribal print, the toeless socks come in a variety

of prints, and fitness enthusiasts can look forward to new designsevery three to four months. www.puretoes.com

When your clients cant get to you, give themYOGA TUNEUPTherapy Balls, which help relieve headaches, stiff necks,sciatica, back pain, tight hips and hamstrings, and more. Madeof a special rubber that grips at the skin, the balls are ideal forproviding a deep-tissue massage. www.yogatuneup.com

Way more than just workout wear, theMicro Stripe Tank from TEES BY TINAcan go straight from the yoga studioto the street. This wardrobe essentialcomes in a variety of colors and is onesize fits most. www.teesbytina.com

Encourage your clients to get up and move infashion-forward pieces from the NOEL ASMARFitness Collection, which takes its inspiration fromthe body and how it moves. With built-in UPF sunprotection, the clothing is made of breathablefabric that strongly inhibits odor and featuresantibacterial properties. www.noelasmar.com

Yoga practitioners dont needto worry about losing their gripwhen they rely on PLANKsbody heat-activated yoga mats,which help improve body align-ment and poses. Available infour designs, yogis can chooseamong the Cobra Yoga Mat,the signature Plank Yoga Mat,the Pills Yoga Mat, and the Shag

Yoga Mat (pictured). Each offersan easy way to get grounded.www.plankdesigns.com

shelf lifePRODUCTS

AS SEEN IN

THE RETAIL AREA

OF LAKE AUSTIN

SPA (TX) AND

THE SPA AT THE

ESSEX (VT).


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;PU[LK ZLSM[HUULY

:[YLHRMYLL MVYT\KYPLZ X\PJRS`

UVaaSL MVYLHZ` HWWSPJH[PVU

TRAVEL

SIZE!

NO SUN NEEDE

Treat yourself

to a year-rounsummer tan

InstantlyInstantly

www.bodydrench.com


64/132


Protect natural lashes, lash extensions, and the delicate skinaround the eye area with the NOVALASHLASHcloud, a softcrescent-shaped pillow that is designed to suspend lashes dur-ing sleep. Its contoured edges eliminate friction that can resultin tangled extensions, as well as shedding and unnecessaryretouching. It also helps protect the collagen fibers around theeyes and helps improve nasal airflow. www.novalash.com

AQUATHENTICTurkish Bath Mitts are madefrom all-natural fibers to exfoliate dead skincells, accelerate blood circulation, revitalizeskin cells, eliminate toxins, open clo

american spa

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