Starting a Spa

“ I wanted to make something that would help skin to acyually be better, not mererly feel of appear better.”

SCFSA's Esteemed Lifetime Achievement Award Honours Dr Desmond Fernandes For Skincare Contributions

The Skin Cancer Foundation of South Africa (SCFSA) has awarded Dr Des Fernandes, Founder and Scientific Director of Environ Skin Care, with their first ever Lifetime Achievement Award for his significant contribution to the techniques and technologies associated with skin rejuvenation as well as photoprotection. The globally acclaimed and respected plastic surgeon and scientist was also recognised for his contribution to the field of topical antioxidants and vitamins, to which he has dedicated over 30 years.

Says Dr Marc Roscher, CEO of the Skin Cancer Foundation of South Africa, “Dr Des Fernandes has truly adjusted our understanding and influenced the way we work as physicians, not just as South Africans but worldwide. Testament to this, he received the Dermatological Aesthetic Surgery International League (DASIL) International Lifetime Achievement Award in Doha in 2019. As South Africans, we are very honoured to give this award to him in recognition of his monumental contribution in the fields of skin rejuvenation, photoprotection and the development of the field of needling.”

It was the agonising loss of two young melanoma patients in the 1980's that motivated Dr Fernandes' research into the skin and skin cancer. This defining point in his career was when that he discovered the revolutionary effects of vitamin topical applications on the skin, especially that of vitamin A. This scientific breakthrough within the skincare industry led to the conception of Environ Skin Care and an unprecedented 30-year legacy in scientific innovation that followed, including many more 'world first' skin health developments that are Environ's products embody.

Says Dr Fernandes, "I am truly humbled to receive this award. My work is and has always been driven by my passion for finding scientific solutions to common skin issues and sharing that knowledge as widely as possible. The skin is the largest organ in the human body and so it's my belief that we should all be united in understanding how it works and should be cared for."

“Dr Fernandes is truly deserving of this award. He has been giving freely of his knowledge to peers and non-medical healthcare practitioners. This is truly a unique part of who he is, and we thank him for that”, concludes Theresa De Beer, COO of the Skin Cancer Foundation of South Africa.

About Environ Skin Care:

Environ Skin Care is a globally recognised and loved professional skincare brand that is built on science, beauty and care. Since 1990, Environ has used the science of beauty to change the way the world sees skincare. The introduction of vitamin A to skincare formulations was a ground-breaking development, first successfully included in cosmetic products by top plastic surgeon, skincare pioneer and Environ founder Dr Des Fernandes. His sister, Val Carstens, Environ's Chairman, has built the brand from a dream to a global success. Today the brand has over 140 products in more than 70 countries.

Environ has received over 100 international awards which have recognised the brand for its outstanding products, most recently being voted Top Medical Skincare Line of the Decade in the highly revered Aesthetic Everything® Aesthetic and Cosmetic Medicine Awards. Environ is favoured by international skincare therapists, the medical fraternity, beauty editors, aestheticians and film stars.

About Dr Des Fernandes:

Dr Des Fernandes has written a number of thoughtleadership chapters for textbooks in plastic surgery, pharmaceutics and dermatology, as well as coauthored textbooks for skin needling, facial surgery and skincare. He is a member of the Association of Plastic Reconstructive Aesthetic Surgery of Southern Africa, the International Society Aesthetic Plastic Surgery, International Plastic

Starting or Expanding Your Spa

By Salvagente - Ozone Therapy

1. About Wellness Tourism

The Wellness tourism industry which involves relaxation, beauty treatments and health maintenance is booming in sub-Saharan Africa. According to the SRI, the Stanford Research institute, a non-profit research organisation which publishes the Global Spa and Wellness Monitor report, the years from 2007 to 2013 saw the demand increasing some 186%.

According to South African Tourism, for the region's spa market, South Africa, Kenya and Seychelles were the top-three countries in terms of revenues received, and South Africa, Kenya and Mauritius had the highest revenue for the region's wellness tourist market. This involved 4.2 million wellness trips with visitors spending $3.2 billion on wellness.

In September 2014, according to a report released by The Global Spa & Wellness Summit the consumer demand for wellness services and products is at an all-time high, with the report showing that the global wellness market is now worth S3.4 trillion, making it nearly three times larger than the $1 trillion" worldwide pharmaceutical industry.

Conducted by the independent, non-profit research firm SRI International, the study confirms wellness as one of the world's largest and fastest-growing industries. To assess the size of the industry, SRI identified and evaluated ten major wellness sectors: alternative and complementary medicine; beauty and anti-aging, fitness and mind-body, healthy eating, nutrition and weight loss; preventative and personalized health; spa; thermal and mineral springs; wellness real estate; wellness tourism; and workplace wellness.

The Potential for Growth Wellness sectors seeing the most significant growth since 2010 are: Healthy eating, nutrition and weight loss (108 percent increase to $276.5 billion) Preventative and personalized health (78 percent increase to $243 billion) Complementary and alternative medicine (65 percent increase to $113 billion); Beauty and anti-aging (51 percent increase to $679 billion)

Other highlights of the study include: The spa industry grew 58 percent from $60 billion in 2007 to $94 billion in 2013, with 47 percent increase in spa locations from 71,762 to 105,591. Wellness tourism expanded to $494 billion in revenues, rising 12.5 percent from 2012, significantly outpacing SRI's original growth forecast of 9 percent. The research shows the trend in the upsurge of revenue in the wellness industry. Particularly relevant to Sub-Saharan Africa is the fact that South Africa ranks as one of the three top earning countries in the region, making this an excellent time to invest further in your spa's facilities and offerings or start a spa and use specialized offering to differentiate your business from the competition by following the 14 steps below:

Step 1: The Business Model into account your current budget and also the service that your wish to provide. Choose your business model from the following:

Franchise Operations: Enter into an existing infrastructure and expertise of an established business (and reputation). Purchase Existing Business: The advantage of here is the established infrastructure such as plumbing, electrical outlets and fixtures such as treatment tables and reception desk. In-depth research is needed to assess the business's reputation, reason for selling and commercial viability. Independent Owner: Establish your own spa with your own money, bank loan or money from investors

Step 2: Finance Matters

Professional Advice: Together with an accountant or financial expert analyse the costs and potential income to ensure profitability of your venture. If it is an existing business, review the products and services to see how they need to be revamped. Get advice regarding personal insurance and finance related matters such as VAT license. Find out regulations regarding a business license and required permits. Ask your health department about a preopening inspection.

Step 3: Location

Whether you are buying, leasing or building, it is important to have a convenient and visible location. This will encourage foot traffic and draw attention to your offering, especially if the building is easily accessed via main roads and there is space for ample parking for your clientele.

Ensure that all zoning is in place and you have written approval before committing to signing a lease or purchasing the property

Step 4: Revenue vs Non-Revenue Areas

The space of a spa can be divided into 2 areas: one is revenue producing space include treatment rooms, reception and retail area, manicure and pedicure areas and the hair salon if this is included in your offering; the other is non-revenue producing space. This includes relaxation rooms, change rooms, hallways, bathrooms, laundry rooms, offices and storage areas.

It is important to allocate both areas in the right ratio and a safe allocation is 75:25 or 80:20 for revenue producing space and non-revenue producing space, respectively.

In terms of position for your manager's office, this is best kept near the reception area, enabling her to see what is happening in front. Any consultation, either with a client or staff member can also be done in the noisier front area, rather than the quiet of the treatment area of the spa.

Additional revenue can be garnered from retail sales, beverages and food. offering so that you can differentiate your services. Research your regional spa competitors from either your city or the surrounding areas by discreet visits where you can observe the spa's décor and overall customer service practices. Take note of aspects such as service menus as a foundation to enhancing your own offerings and treatments. . Step 6: Your Defining offerings

Create a spa services menu tailored to meet the needs of your regional target market. Include a wide range of professionally applied facials and scrub treatments, available in other spas, but make sure that your offering includes a special signature application such as a treatment which enhances their overall health or sense of well-being. It is also important to note what qualifies you as a spa…

Specialization: Include the offering of several massage modalities and body-enhancing treatments as part of your differentiating offering, especially those unfilled by other day spas. The need to provide unique offerings has given rise to specialized services which provide new products, advanced technology and cutting edge techniques which enhance both beauty and overall well-being.

Unique signature treatments such as Ozone Therapy ensure that you differentiate your service offering from competitors. Ozone therapy is a revolutionary alternative medical and beauty treatment and is being practiced in over 20 countries around the world such as Germany, Italy, France, Japan, Spain and South Africa. The therapy focuses on getting more oxygen into our bodies which result in various improved conditions such as softer and healthier skin, improved sleeping patterns, reduction in cellulite as well as numerous health benefits.

Step 7: Your Suppliers

Spa products, fixtures and equipment such as facial steamers and massage tables need to be ordered via a supplier. Specialty shower and sauna equipment can also be ordered if this is going to be part of your spa service offering. Suppliers may offer support to help blend the fixtures into your spa's environment.

Step 8: Organising the spa

All areas of the spa contribute to the décor theme and the overall ambiance experienced. Use your reception area to display beautiful welcoming flower arrangements. Treatment rooms must be clean and organised, creating a professional, inviting facility.

Budget allowing, schedule a maid and laundry service on a regular basis, and have them tidy up after each client. If budget needs to be considered, then team members can rotate turns in tidying up. Treatment rooms should be immaculate with fresh sheets and towels for each new client. Hygiene must be further facilitated by using disposable gowns, head coverings and chair liners.

It is also advisable to work with an interior designer in order to create a colour scheme that is conducive to soothing environment offered by a spa.

Step 9: Layout

Depending on the extent of your expansion or yourlevel of experience with spas you will either need to engage the services of an architect or a draftsperson to draw up plans for the spa, and then hire a builder for the construction or alterations. The spa area is divided up into different rooms used either as changing and showering facilities, treatment rooms, consultation rooms (for discussing treatment options and post-treatment care) and other spa offerings. Additional areas include space for locker rooms, relaxation areas (one for guests and one for staff), dispensary, utility room and proper corridors to provide access to all the different rooms. Other layout aspects to consider are the separate treatment rooms for wet and dry services. Allowance also needs to be made for air conditioner and also access to hot and cold water so that the technician can mix dry products or dampen towels during treatment without leaving the room.

Ambiance: Before you build your spa, research the demographics and psychographics of your target clientele and understand what services they want. Identify the features that will attract these clients and drive the design process. Décor plays an essential role in creating the perfect ambiance which directly impacts on your client's experience. Lighting, colour, textures all play an important role in setting up your spa theme.

Your spa room may require additional electrical and plumbing needs, floors may need to be reinforced, ventilation and exhaust fans may need to be installed and permits may need to be filed. Finally, the treatment room should have its own sound system, providing relaxing music to create a sense of peace and well-being for the client. Music volume and selection, together with temperature and lighting should be adjustable according to the needs of each client. Additionally lights need to have a dimmer switch and only turned fully on to render cleaning services before and after a client is in the room. Create space, design and finishes which are pleasing for both male and female clients.

Stage 11: The perfect setup

Provide hooks and a chair so clients can store any belongings they may have brought in with them. Use a treatment bed which offers features which add to the experience of comfort such as adjustable height, removable headrest, adjustable foot and headrest, and electric control. As your client often faces the ceiling, this part of the room must also be considered. Using colours of blue or green tones facilitate further relaxation during a treatment.

Step 12: Staff

If you are looking to expand your current staff or need professionals for the services you are intending to offer, it is best to hire people who are competent and charming as they will breathe life into your business. Ask community college cosmetology instructors to recommend their students. Look for professionals who have a clientele matching your spa's target market. Find out about insurances needed to cover your staff's services.

Keep your staff updated on current product or service trends by attending trade shows.

Step 13: Marketing

Develop a brand image through your logo, profiling your company and its offerings and advertising your spa in the local press, relevant magazines social media, etc. making company for building signage for the outside of your spa, providing insight into the theme of your spa, inviting people to come in and take a closer look at your offerings.

Host a luxury-filled grand opening. Customers can be introduced your spa experience by special sample gifts and discount opening pricing packages. Hosting a competition is a great way to collect names for a database which you can later use as your mailing list. Key spa experts can speak on various topics such as how to look after your skin or how to destress. Tasteful invitations can also be placed at noncompeting pharmacies, fitness centres, upmarket clothing stores, and hair or nail salons.

Creating a website or online presence through social media is critical to increase visibility.

Step 14: Additional Considerations

Software programmes for bookings, staff records and stock monitoring. Equipment repair or replacement. Employee training, marketing, printing costs for new treatment menus, facility updates in equipment for new services, Signage if you change the name. License fees, Business license fees and establishing vendor accounts.

Conclusion

Opening a spa is challenging and hard work. It is also rewarding, seeing your idea blossoming into a business and providing a service which uplifts the lives of others.

We wish you all the best on your journey. For all enquiries, please contact Salvagente or visit: www.salvagente.co.za