LNE & Spa—the magazine for skin care and spa professionals January 2018
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from the
editor
Bio-Therapeutic
TECHNOLOGY ACCELERATED
SKIN CARE
Happy New Year! As 2018 rolls in, it brings excitement, hope, inspiration and a clean slate. The New Year is a time when many of us wash our hands clean of any goals or resolutions that fell flat the year before and look to the future in hopes of being better this time around. But how does this really benefit us? Failure to complete a goal from the year prior is not an embarrassment that we should sweep under the rug as we toast to the New Year. If we want to really grow, we must take a closer look at our shortcomings and reflect on how we can be more successful in the year to come. Perhaps you set your sights too high, or maybe you were committed through the springtime and lost sight of your resolutions when summer came around. Make 2018 the year of being true to yourself. This means facing your shortcomings head on, and committing to try again and again until you get it right. We are all strong, passionate, and capable of achieving our dreams. Whether you resolve to grow your business that extra percentage, or finally commit to changing your lifestyle, don’t give up on yourself just because you didn’t
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succeed the first time around. Always give yourself a
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second chance. Let’s make 2018 the best year yet! Les Nouvelles Esthétiques & Spa Magazine is committed to supporting your growth; both as a skin care professional and a person who cares about others. Lean on this community, and share your struggles and successes with your peers. Together, let’s create a powerful spa community!
All the best this New Year,
bio-therapeutic.com
Cristina Beecham Managing Editor
mcristina@LNEonline.com January2018
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Skin Care for life inside and outÂŽ
shop online anytime at bio-therapeutic.com Exclusive Supplier of all Advanced Technology for Dermalogica and the International Dermal Institute Worldwide Say you saw it in LNE & Spa and circle #139 on reader service card
January volume 33 number 1
cover © Jean-Louis David 2017
contents 6 From the Editor 98 Advertiser Index
50
Jump-Start Social Media
16 Skin Extractions:
56
When To Post For Maximum Impact
60
Turn Your Followers Into Clients
64
Power in Numbers
68
Serum Photo Shoot
22 Skin News
business
49 Social Media Guide
26
Spa of the Month
74
Apple Cider Vinegar
30
Couples Spa Treatments
80
Silent Spas
35
Spa News
84
Organic and Wellness News
o&w
spa
12 Tap Into Teen Skin Care
30 Couples Spa Treatments
74 Apple Cider Vinegar
36
Behind the Spa Door
86
38
Esthetician Cancellation Policy
44
Spa Positivity Power
48
Business News
38 Esthetician Cancellation Policy
image
skin
The Gold Standard
guide
12 Tap Into Teen Skin Care
A Picture Perfect Finish Expert Color Analysis with Jaclyn Peresetsky
88
The Latest in Skin Care Makeup
92
Spa Makeup Sanitation
96
Image News
88 The Latest in Skin Care Makeup
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
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USA: 800.471.0229. Worldwide: 305.443.2322. Fax: 305.443.1664. LNEonline.com email: tradeshows@LNEonline.com subscriptions@LNEonline.com Publisher Dr. Jean Jacques Legrand Chief Executive Officer Rodolphe Legrand rodolphe@LNEonline.com Managing Editor Cristina Beecham mcristina@LNEonline.com Editorial Assistant & Social Media Partner Kristina Mazzenga kristina@LNEonline.com Art Director Andres Gutierrez andres@LNEonline.com Director of Sales AchĂŠ Saint ache@LNEonline.com Exhibitor Operations Manager Elizabeth Allen liz@LNEonline.com Web Developer Jose Daniel De La Rosa daniel@LNEonline.com
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Conference Coordinator Jacqueline Reyes jackie@LNEonline.com
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GLOW FACIAL COMPLETE ANTI-AGING FACIAL WITH PURE EUROPEAN GOLD 10% OFF retail products from CAVIAR & CARAT line. Valid through January 31, 2018 BELLA SCHNEIDER BEAUTY LLC Toll Free: 888.200.3977 www.bellaschneiderbeauty.com January2018
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International Editor Michele de Lattre-Pierantoni 7 Avenue Stephane-Mallarme, 75017 Paris, France - 43 80 06 47
C ontributors
Boldijarre Janine Ellenberger Koronczay Karen Asquith Carrie Borzillo Kristina Mazzenga Cristina Beecham Lauren Snow David Del Rio Louis Silberman
Madeleine Mendelow Shawn Towne Victoria Tabak
Printed with 100% soy-based ink. This magazine is recyclable. Please recycle where facilities exist.
COVER RECOVER THE NAME SAYS IT ALL
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Coverage Weightless yet buildable, seamlessly blends for undetectable, breathable coverage to transform to a flawless smooth appearance.
Recovery A blend of healing ingredients to recover skin after treatments, or to continue to improve and protect skin as an everyday foundation.
For more information about this intensive cooling camouflage that accelerates repair with natural coverage call 1-844-7DP-DERM | 1-844-737-3376 or visit us on the web:
Derm.com *Available in 8 shades. Suitable for all skin types and conditions, such as problematic, pigmented, traumatized, aged and sun damaged skin. Cover Recover is a member of the DP Dermaceuticals™ Family of products. Say you saw it in LNE & Spa and circle #170 on reader service card
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Tap
Into Teen
Skin Care
Bridge the gap between your spa and teen skin care by Janine Ellenberger, M.D. Generation Z and the millennial generation want results - yesterday. The need for immediacy is every modern consumer’s concern. And, it is particular to almost every aspect of their lives, including their skin issues. In order to achieve these results, they need good long-term skin care, education, support, and effective skin care treatments. This requires a multi-faceted approach from the salons and skin care specialists; and much more than just the one-off appointment for a facial, hoping the client will come back again.
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skin Tap Into Teen Skin Care
The classic first-time appointment for someone under the age of 23 is generally for problematic skin or before a big event like prom or graduation. The opportunity arises to garner a longterm relationship and fulfill all the basic needs of this demographic. From the questionnaire, to the facial treatment, to the educational aspect of the appointment, this is a window to help someone realize the long-term importance of taking care of his or her skin. The skin is a reflection of inner health, and a holistic approach is vital to ensuring good results.
CONSULTATION The first step to building a consistent relationship with younger clients is the initial questionnaire. Aside from the basic questions always asked with a new client, additional questions asked at some time either prior to or during the facial should include the following:
Exercise Adequate Sleep A lack of sleep affects the cortisol rhythm. This can affect hormone levels and ultimately, the condition of the skin.
Water Intake Dehydration and inadequate water consumption inhibits the natural sloughing of the corneocytes, aggravating hyperkeratinization. Other beverages consumed, particularly sugar, alcohol, and caffeine, not only dehydrate the skin, but also affect the body’s insulin response, which ultimately leads to chronic inflammation.
Current Product Usage Clients should beware of dehydrating cleansers and acne treatments that dry out the skin. These can cause rebound oiliness and breakouts. Another product that, more often than not, causes breakouts is sunscreen, particularly the waterproof variety.
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Swimmers and chlorine acne; ballet dancers/performers and makeup acne; football and lacrosse players and helmet and chin strap acne, etc. Simply recommending washing the face with a cleanser containing tea tree oil and fruit acids post-exercise will stave off unwanted breakouts.
Diet Pay particular attention to the client’s sugar and fast food consumption. These affect the hormone system, which wreaks havoc on the skin! Dietary changes are hard, but are so important. Increasing the intake of red, yellow and orange vegetables increases the natural intake of vitamin A, which helps prevent breakouts. These questions help guide you not only in diagnosing and treating the skin, but also in the advice that is given to the client to ensure success with the treatment and product usage.
TEEN TARGETED MESSAGING Advice and messaging should be reinforced by the spa/salon and the company that manufactures the products. This is easily done using the media frequented by the teens and young adults: Instagram, Snapchat, YouTube, Twitter, and Facebook. It's like the old mantra, “listen to one, read one and teach one.” The more frequent the messaging from different credible sources, the better the concept is grasped. Sending out fun, educational social media posts once or twice a week, and cross-referencing the skin care products creates a cohesive messaging platform to all client followers, reinforcing the holistic philosophy of skin care. It’s also a great way to let this generation know when the spa is running specials on treatments or discounts on products. Highlighting prom, graduation, holidays, and other specials is easy to do across social media platforms.
skin Tap Into Teen Skin Care
TAILORED TREATMENTS When it comes to the actual facial treatments, quick, accessible treatments and peels reign supreme. Superficial, light epidermal peels do wonders for acneic skin, and the results always prompt a follow-up appointment. Not only are they safe and effective, but the longterm benefits are also well worth tweeting about! Having a good peel also helps boost the client's confidence in the skin care specialist, and this cements the good advice given. The beauty of a peel is that it can be a quick appointment. It can also be used as an emergency treatment for a big breakout before an event. Support for the “crisis” moments in young skin is so important, as this is the time when they reach out for whatever fad miracle treatment is available at the drugstore and reverse the weeks of good skin care habits in a second. It's the toothpaste, peroxide or apricot scrub moment! Having a trusted skin care therapist to call upon doing these moments is invaluable.
IMPROVED HOME CARE
cream. A sunscreen that protects without causing breakouts is a must, whilst giving the skin adequate SPF protection. Sharing the knowledge of a good zinc oxide sunscreen with antioxidants will spare years of angst and unnecessary breakouts. Don't forget the skin cancer prevention and age preventing benefits! Products also need to be portable and easy to take to the gym, on airplanes and to sleepovers. This demographic is also looking at products that are natural and they are concerned about eco-friendly ratings.
GOOD SKIN FOR GENERATIONS Bringing young adults into the spa is a great way to increase business and create good long-term relationships. This generation has different needs than the aging client and needs to be catered to accordingly. The need for “instant” is an important factor. Appointments must be easily available. Quick and effective treatments are a way of developing trust and good long-term clients. Supportive education on all things health and skin care should be reinforced throughout the appointment and through social media.
Find products that are fun, effective and targeted to this next generation. They do not want their mother's skin care. Today, girls and boys are soaking up beauty knowledge from the Internet and social media. The flow of information and influence has reversed. Daughters are now influencing their moms, and boys are helping out their dads with all the beard grooming tactics learned online. Millenials and Gen Z want it all; the experience, the results, great products and the support. Creating this environment in the spa will attract young clientele and they will keep coming back for more! Janine Ellenberger, M.D. is a medical professional with over 22 years of experience in the aesthetic and anti-aging industries, Dr. Janine Ellenberger is the founder of GR8SKN, a skincare company dedicated to the research and development of products that cater to the unique needs of millennial and gen Z skin. Dr Ellenberger is an international speaker, with an entrepreneurial spirit skilled in integrating medical acumen with extensive knowledge of the cosmeceutical industry.
With a trusted skin care therapist, ease and availability of making an appointment, and quick, effective treatments and supportive messaging, there is just one outstanding element: good, result-oriented and affordable home care products. The price point of a lot of preventative aging products or even acne lines within the bigger companies is often a barrier to this generation when purchasing a set of quality products. They may get the moisturizer or the acne cream, but will forgo the cleanser and sunscreen. A good cleanser, which cleanses without stripping, supporting the barrier function of the skin, is actually more important than the acne
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Skin
Extractions: The Gold Standard Why skin extractions are still an industry best practice by Karen Asquith
To extract or not to extract, that is the question. Extractions were once thought to be mandatory in a facial if the skin presented comedones, milia, or blemishes. However, more and more skin care experts are questioning whether they should be performed at all. Although improperly performed extractions can cause temporary bruising and permanent scarring, if properly executed, extractions can be very beneficial in clearing comedones. Over the years, there have been many apparatus and products designed specifically to expel comedones from the skin. Manual extraction, metal extractors, suction machines, lancets, liposolvent product formulations and adhesive styled strips are some of the methods developed for both comedone and blemish removal. With any of the methods mentioned above, proper technique is imperative to avoid skin damage.
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skin Skin Extractions: The Gold Standard
Become A Master Extractor The unfortunate reality is that it takes practice to master the art of extractions, and many estheticians can recall those days in school learning to extract, causing both pain and damage to our classmates and allowing them to return the favor when they practiced on us. Many, however, became masters at the art of extraction and developed a large facial clientele for their services. Some dermatologists offer these services in their practice, but they are not covered under most medical plans. The patient is left to pay the full amount of the service, which is normally more costly than visiting an esthetician.
Comedones Extractions can be very beneficial to the skin, as various types of blemishes left untreated can develop into more serious skin eruptions. Let’s begin with comedones: Normally, those with oily T-zones can relate to the aggravation of comedones, which appear as black blockages in the pores. The sebum secre18
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tions oxidize, causing a black “plug” to form in the pore. If left untreated, the comedone can become larger and more visible, enlarging the pore. The sebum secretions continue, allowing bacterial proliferation to develop. This environment is especially appealing to the propioni (acne causing) bacteria, as the clogging diminishes the skin’s respiration, making this oxygen starved location the perfect location for this anerobic bacteria to flourish. This can lead to initial inflammation, followed by the development of infection and pus. Untreated comedones do not always develop into more severe blemishes, however they can be simply annoying due to their visibility on the skin. Some think that washing the face more frequently to remove the oil with soaps or alkaline solutions is the answer, but this aggravates the problem in two ways. When an oily skin is stripped of oil and the barrier function becomes compromised, the skin reacts by producing more oil in an attempt to rebalance itself. The other problem with
alkaline solutions is that they actually cause oxidation to occur, which perpetuates the comedone development. Extraction is the preferred method of treatment for comedones. There are many liposolvent solutions that can be used to soften the comedones prior to extraction. When combined with steaming, which makes the skin more pliable, these solutions assist in making the removal more comfortable for the client. Many professionals prefer manual extraction. Once the skin has been prepared, the esthetician will use either a finger cot or sterile gloves, and wrapping gauze or facial tissue around the fingers they will gently apply pressure to the comedone with a lifting type movement to expel the comedone from the port. If incorrect pressure is applied, the comedone will not expel. It will remain in the skin and perhaps be a little further embedded. Regular comedone removal is very important, as it will prevent the pores from becoming distended and minimize the
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skin Skin Extractions: The Gold Standard
risk of blemish development. A deep cleansing facial should always include comedone and blemish extraction.
unable to heal as quickly as younger skin, making proper technique even more critical during extraction.
Milia
Metal Extractors
Milia are another form of sebum that should be removed from the skin, however these generally require a lancet to be eliminated (lancets are not permitted in every state, so be aware of your own state’s regulations). Milia appear like small, whitish “pearls� under the skin's surface. They are solidified sebum deposits that, if left, can become larger and increasingly visible. Although they normally do not develop into a blemish or cause inflammation, they can present as a raised irregularity on the skin. To remove milia, a lancet is used to gently open the skin, then with a gentle pressure on either side of this solidified sebum, it is easily expelled from the skin.
Manual extraction by a skilled professional is the most popular method of extraction. However, metal extractors and suction machines are still used by some clinics. The metal extractors pose the most risk, as they cause an inordinate amount of pressure on a very small area of the skin. These extractors are metal with loops at the ends. The loop is placed around the comedone, pressure is applied, and the comedone is released. The concern with this method is that the PSI (pounds per square inch) can be very high due to the small size of the loop and the applied leverage. This can damage the capillaries and the skin, leaving behind permanent scarring. If used correctly, with a small amount of pressure and at the correct angle, this method can be effective without damaging the skin.
Microcysts Blemishes in the form of pustules and microcysts can also be treated by an esthetician and are normally extracted using a lancet. When extracting pustules, often the infection will be released as soon as a small opening is created in the skin or by applying a very light pressure to either side of the pustule to remove all the infection. This is often not the case with microcysts, as the infection is deeper and can be extremely painful. First, the esthetician must evaluate the condition of the microcyst to confirm that it is ready to extract. If it is not, and excessive pressure is applied, the infection can rupture the wall of the pore, causing permanent damage to the pore, scarring on the skin and an increase of the infected area.
Proper Technique Clearly, extraction is a technique that requires practice to be perfected. Scarring occurs when an abnormal amount of pressure is applied to the skin, which can cause damage to both the pore and the surrounding tissue. Mature skin is
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Lancets When using the lancet, it is only to remove the epidermal skin. It is never used to penetrate the dermis. It is understandable why many think the lancet would be the most controversial of methods; however, since it is used only at the epidermal level, there are few consequences when used correctly.
Suction Suction machines cause the least discomfort and can be quite effective. The risk with this method is using a suction that is too strong and keeping the suction on one area for a prolonged
A deep cleansing facial should always include comedone and blemish extraction.
skin Skin Extractions: The Gold Standard There are many masks available specifically designed to calm and soothe the skin thereby eliminating any redness that may have been sustained during extraction. Occlusive masks that are thermo-cooling are the gold standard when it comes to eliminating redness and any associated swelling sustained from the extractions. The skin will be even toned with no evidence of the extractions post treatment. Clay masks are also a popular choice for acneic skins in the clinic and for homecare, as the clays absorb any excess oil and often contain ingredients to provide anti-bacterial and soothing actions. The esthetician must always do a skin analysis to assess if extraction is appropriate. In targeted aging treatments or pampering facials, extraction is not the priority. Clients that require extraction should be encouraged to book
period, thereby risking damage to the capillaries. Thin skin is the most at risk with this method, but when it is properly executed, it is very effective with little or no discomfort experienced by the client.
Post-Procedure Following all extractions, the esthetician must apply an antiseptic product to eliminate bacteria. High frequency is also very effective, with the electrode used dependent on the desired action. The argon gas electrode appears violet when activated and is used for treating acne. The ultra-violet light is activated when the electrode is placed on the skin, providing both healing and soothing effects as well as an anti-bacterial action. This step is performed prior to the application of the concentrates and masks.
a deep cleansing treatment prior to booking healthy aging and indulgent treatments.
Karen Asquith is an honored member of the Stanford International “Who’s Who” of business executive professionals. Currently she is the national director of education for G.M. Collin Skin Care, where she provides skin care training programs and guidance for an international staff. Asquith is a frequent guest lecturer at skin care industry forums throughout North America. Previously, she was the director of education for a prestigious skin care academy in Canada, and now holds a position on the advisory board of Niagara College. She contributes to professional skin care publications and consumer magazines and makes guest appearances on Web M.D. and the Life and Leisure Network.
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On the Go Minis Amarte Skin Care's The Getaway Collection is an all-inclusive skin care regimen of minis, perfect for the girl on-thego! The set of four minis is designed to cleanse, rejuvenate, smooth and brighten the skin, allowing the skin to stay balanced, bright and beautiful. This luxe collection consists of the Daily Wonder Cleansing Foam, Wonder Cream, Aqua Cream and Aqua Veil Pure Hydration Serum – all in convenient and compact sizes!
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Polish Me! This Polish Enzyme Firming Mask is Osmosis Skincare’s delicious cranberry enzyme-smoothing, peptide-firming, antioxidant mask! This mild, exfoliating mask gives the skin a smooth, healthy appearance with each use. Polish is PACKED with cranberry enzymes to gently remove dead skin from the surface using fruit and other gentle enzymes. In addition, Polish provides a gentle firming effect, helps with smoothing out fine lines and brightens hyperpigmentation. Skin is left soft, gently exfoliated, and with a beautiful healthy glow that lasts for several hours.
SKIN CARE PRODUCTS AND TREATMENTS
SkinNews
White Charcoal CBI Laboratories, Inc. introduces their latest product innovation: White Charcoal O2 Detox Masque! The new charcoal and clay-based masque infuses oxygen to the surface of the skin with a gradual foaming, bubbling sensation to create a micro massage that cleanses the skin of impurities and toxins. Activated white birch charcoal and natural clays, this product removes daily urban pollution, while a tri-herbal complex provides significant skin brightening and illuminating benefits. Ideal for all skin types, this detoxifying masque leaves the skin rejuvenated and radiant!
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Natural Rebuilders Scar tissue and stretch marks will be visibly decreased with this Repair Tissue Cream from M'lis! Say goodbye to dry and damaged skin, as this product can be used to treat over 14 different skin conditions. Its advanced botanical formula reverses the scarring process and combines the most power natural tissue rebuilders available!
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For Ingrown Hairs, Razor Bumps, and Inflammation
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PHILADELPHIA, PA April 22 & 23, 2018 Pennsylvania Convention Center The International Congress of Esthetics and Spa is the place to connect with thousands of skin care and spa professionals. Ignite your passion and find the tools you need to innovate, inspire and expand your esthetics practice. Retail Conference • Business Conference • Wellness Conference Mindfulness Conference • Makeup Trends Conference Marketing Conference • Social Media Conference Product Focused Training • Premier Exhibitor Showcase + Countless Networking Opportunities
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Heart
of Charleston
Luxury Spa Charleston, South Carolina
How Director Tracy Wray Attracts Clients From Around The World by Cristina Beecham 26
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Located in the historic village district of beautiful downtown Charleston, South Carolina, Heart of Charleston Luxury Spa is a charming neighborhood spa and sanctuary with an intimate, warm, and comfortable vibe. The exclusive, luxurious spa offers not only a relaxing and private space, but also a plethora of spa services to boost physical health, enhance emotional well-being, and improve the overall appearance of each and every client that walks through its doors.
SPA OF THE MONTH
SIGNATURE TREATMENT The Heart of Charleston Luxury Spa offers a variety of esthetics services such as photo corrective facials, microdermabrasion, chemical peels, dermaplaning, airbrush tanning and waxing; as well as a plethora of massage services that include therapeutic, deep tissue, sports and Swedish. The spa’s most popular treatment, however, is their Platinum Facial (120 minutes, $325). This corrective treatment combines the spa’s most effective products with proven techniques and is completely customized for each individual client’s skin care needs. Director and owner of Heart of Charleston Luxury Spa, Tracy Wray, comments on the signature treatment, “No two Platinum Facial treatments are exactly alike. We use a combination of different treatments and therapies, including enzyme exfoliation, microdermabrasion, non-acid or acid peels, infusion therapy, LED therapies, microcurrent, mesotherapy, custom mask(s), and different massage techniques to meet each individual client’s needs.” This particular facial was designed to lift and firm while deeply penetrating the skin and powerfully restoring a combination of vitamins, stem cells, peptides, and antioxidants into the client’s skin to help combat premature aging. Wray continues, “It’s a powerhouse treatment for clients who want both a skin overhaul as well as deep relaxation!”
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spa spa of the month
TRAINING Wray trains her employees one-on-one on a quarterly basis. She mentions, “This is not set in stone. I encourage my staff to set their own goals and report back on a weekly and monthly basis regarding how they did and what they could do better moving forward.” Wray feels it is important to give each attendee individualized attention and motivation to ensure the success of her spa staff. “I’m a very positive leader, and am lucky to have a wonderful staff that likes to push themselves to do better each and every day. It’s all about positive reinforcement! It is important for your staff to know how their contribution helps the overall organization as well as their own careers!” To keep her employees incentivized, Wray offers sliding-scale commissions. “The more dollars in sales they make, the higher their earning percentage. After they’ve reached top tier, they receive quarterly bonuses on top of their commission. This is the same incentive we have for selling re28
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tail products; the more they sell, the higher their commission!” Wray constantly reiterates to her employees that selling retail is not only important for the additional income, but for client retention as well.
MARKETING The Heart of Charleston Luxury Spa staff works together to make connections with local businesses such as local bed and breakfasts and hotels that do not have spas. The staff also visits local stores and businesses to make conversation with people who live in the area, which leads to long-term, repeat clients. “Charleston is a huge tourist destination, so by combining referrals from hotels with word-of-mouth from the locals, we are able to stay busy year round!” Wray mentions. Most of the spa’s marketing techniques focus on social media, particularly Instagram. “We have had clients travel from all over the world just to visit the spa, all because they found
us on social media!” Wray mentions. The spa has over 8,000 followers on Instagram alone. She continues, “It really is a VERY powerful way to connect with potential clients!” Wray posts on Instagram at least three times per week. The content posted on the spa’s Instagram varies between product specials, service offerings, news from vendors, treatment information, reposts from local companies, and what the spa calls “bounceback” posts, where clients can receive special prices when they come in and mention the ad or promotion from Instagram.
SPECIAL EVENTS AND PROMOTIONS The spa holds a holiday anniversary open house around mid-November each year where they run exclusive specials on gift certificates and also sell customized gift baskets with their bestselling products. The city of Charleston also hosts a gathering called Second Sunday once a month where they shut
spa spa of the month
We have had clients travel from all over the world just to visit the spa, all because they found us on social media! down some of the streets near the spa so people can shop, eat, and check out what’s new in town. During this time, Heart of Charleston Spa hosts an outdoor art and retail sale in front of the building. The spa’s biggest partners are the artists whose work adorns the spa walls. “We host art sales and auctions on a regular basis to help promote some of our amazing local artists. We do the same for several local jewelry designers as well as for our new product launches,” Wray states. The spa also works together with wedding planners and bridal beauty companies to offer services that should be done prior to a wedding such as facials, teeth whitening, waxing, and airbrush tanning. Wray comments, “This is great for us because several of these clients become regulars at the spa!”
REVENUE AND RETAIL The spa offers a wide variety of retail products based on the needs of their clients. When choosing the products that the spa is going to retail, Wray takes into consideration the skin conditions and concerns of her clients as well as the legitimacy of the product itself. They have a variety of options when it comes to price point, product philosophy (natural, organic, etc.), and the spa experience that the product offers, such as aromatherapy. To incentivize clients to purchase these retail products, Wray believes that simply talking about the product, without being pushy, will result in a sale. She mentions, “We do not like a guest to leave with a negative feeling after
their treatment. Engaging a client in a conversation about their needs and how your products can address them will almost always result in a sale.”
Rundown Heart of Charleston Luxury Spa 101 Queen Street Charleston, SC 29401 www.heartofcharlestonspa.com 843.575.2211 Launch: December 2016 Owner and Director: Tracy Wray Client Composition: 80 percent women, 20 percent men; 60 percent local, 40 percent non-local Spa Revenue Composition: 40 percent skin care, 25 percent retail, 20 percent massage, 15 percent other services Staff to Guest Ratio: 1:1 Amenities: Four treatment rooms, one private shower room, one makeup counter, one bridal suite/couples treatment room Product Lines: Osmosis Pur Medical Skincare, Sorella Apothecary, Caviar of Switzerland, Skin Script, Bioelements, Image Skincare, the spa’s own brand of organic/Whole Foods Premium Standard skin care, custom brand of essential oil blends. The spa also carries wellness products such as supplements, teas, luxury candles, customized foundations and makeup palettes, locally grown loofah sponges, eyelash serums, waxing maintenance products, and airbrush tanning maintenance products.
Spa Director Spotlight: Tracy Wray is an industry veteran of 14 years. She pursued her professional education at Pivot Point International’s flagship school in Evanston, IL. After moving to Charleston, SC in 2007, she attended Charleston Southern University. Utilizing her background in skin care and personal care formulation chemistry, she has assisted several manufacturers in the development and launch of hundreds of skin care and cosmetic products. She still provides consulting services to new and growing skin care brands, all while running the day-to-day operations of Heart of Charleston Luxury Spa.
Cristina Beecham is the Managing Editor of Les Nouvelles Esthetiques & Spa. She is also a licensed esthetician with an intense passion for the skin care industry. Cristina is your source for inspiration in progressing the gift that estheticians give their clients. Please connect with her at mcristina@lneonline.com
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With Valentine’s Day just around the corner, couples everywhere are scouting the web for romantic getaways and treatment deals that will make this year memorable. Couples spa treatments are a great way to spice up your seasonal menu and strengthen the bond you have with your clients by making your spa a place of love and warmth. While most resort spas offer couples massages and duet packages, these shouldn’t be the only options available to your clients. You can create big memories in a small space with just a little creativity! Couples spa treatments can be recreated in your treatment room this season, no matter the size of your business.
Couples
How even the smallest spa can create intimate couples spa treatments By Aurora Solis
Spa Treatments LNEonline.com
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spa Couples Spa Treatments
Expanding Your Market As the spa industry continues to grow, couples and families are seeking more opportunities to spa together. The majority of regular spa-goers are female, and by a large percentage too. Couples spa treatments are often the only time a male guest might visit your spa. Use this to your advantage and think of your couples spa treatment as a gateway to attract more regular male clients! There is a huge portion of the market that you are missing, and a clever couples spa treatment is a fantastic way to open up that window of opportunity. Make sure to get the contact info of both guests when checking them in for a couples treatment. You may already have the information of the guest who scheduled the appointment, but you will be missing out on 50 percent of your guest retention if you don’t have a way to reach out to the other guest. This way, you can target your messaging and marketing materials depending on that guest’s gender and interests and create a new client relationship.
A Warm Welcome Sometimes, having two treatment beds in one room just isn’t an option. Whether you don’t have the space, or the equipment is simply not in your budget, you can still put together a pampering package for two in your spa or salon! Couples seek these duet experiences as a way to feel closer to one another. Keeping this in mind will open a world of possible offerings for your business. Creating a sense of togetherness and capturing the essence of the couple’s special day can be as simple as lighting a few extra candles in the waiting area, and heating up a warm foot soak with roses and champagne for guests to enjoy together while waiting for their services. Offer this as a “Couples Upgrade” and charge a fee for the couple’s special day. This way, you are brining in extra revenue, while maintaining the 32
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integrity of your pricing. This is also a great way to establish permanent couples upgrades on your menu. Just because you can’t accommodate the two simultaneously does not exclude your spa from joining in the seasonal boost and extra revenue from couples services. Welcoming the couple with a luxurious experience for them to indulge in together is a great substitute for simultaneous treatments. The couple can relax and connect before having their individual services. The goal is to make them feel special and to create memories that will distinguish their experience with you from any other couples spa day.
Delight in the Details Make your guests feel like their experience and intimacy is your top priority. Small gestures like offering chocolate covered strawberries upon arrival sets
the tone for the rest of their experience and establishes that loving feeling as soon as they walk through the door! Give the couple time to enjoy each other’s company before their treatments, if you can’t offer the luxury of a couples massage or body treatment. Many large spas that are able to offer couples treatments miss these opportunities for smaller, more romantic moments. Oftentimes, the only time the couple is together is in the treatment room, where they are on separate beds and cannot interact. Use this to your advantage and emphasize alone time for the couple to chat and relax with some scented candles and a cup of warm tea. Making their unity the focus of the experience will set your couples experience apart from even the most lavish offerings. Market your couples spa treatments as “intimate, quiet and romantic,” to differentiate them from the often busy Valentine’s Day weekend specials at
spa Couples Spa Treatments
larger spas. Having a smaller facility means you have the unique opportunity to give more attention to the couple and give them a unique, private experience.
A Unique Experience Create a one-of-a-kind couples spa treatment in your spa. Think about your best, or signature treatments, and find a creative way to involve both guests. Perhaps you have one guest select the aromatherapy scent and mask for their loved one’s facial. This way, they feel part of the experience and are adding a thoughtful touch to the other’s experience. Even if they are relaxing in another area during the treatment, they are still playing a part in the relaxation and wellness of their partner. Offer this Custom Couples Facial as a way for guests to play a more hands on role in their loved one’s experience than they would normally be able to.
Another option for smaller spas is to offer a lunch or light snacks after each guest has had his or her treatment. Set aside a small area with candles and rose petals for the couple to reunite after they have enjoyed treatments. Giving them a special opportunity to be together before and after their treatment creates that sense of romance and unity that they expect from couples spa treatments. Offer this as a Couples Upgrade for an additional fee.
Promotion Start gearing up your marketing efforts early to prepare for couples spa treatment season. Couples often schedule these treatments weeks in advance, in anticipation of the busy Valentine’s Day rush. Start sending out email blasts and social media posts at least one month in advance to make your clients aware of your special offerings. Romantic visuals and enticing language is the best way to let your clients know how special the experience is going to be. Even if you are just adding a couple’s upgrade option to your regular treatments, you should still create special marketing for Valentine’s Day. Don’t miss the opportunity to give couples a memorable, romantic and intimate experience at your spa. Be a part of the Valentine’s Day rush and make your spa the most romantic spot in town!
Gift Offerings Guests will often purchase gift certificates and spa packages for their loved ones on Valentine’s Day. Be prepared for this rush by stocking up on readymade gift cards and prepare several gift bags to avoid a back-up while wrapping gifts. Make this part of your morning routine leading up to Valentine’s Day, and have a spa associate prepare gift cards and gift bags in the back so they are ready-to-go when someone walks through the door. Your can also offer special gift card promotions just for couples so they can come back together and experience your spa.
Having a smaller facility means you have the unique opportunity to give more attention to the couple and give them a unique, private experience.
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Hand Restore This HoBa Restorative Hand Cream from Broome Product contains specialty ingredients with age defying properties to improve the appearance of hands! Fruit acid alpha hydroxy acids have been shown to promote smoother, younger looking skin by increasing the rate of cell renewal, while willow bark extracts work to increase cellular turnover of the dermis. Besides the face, the hands are the most publicly viewed part of the body! Treat your clients well with this beautifully effective Restorative Hand Cream!
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to SUE TIS DEEP
INSPIRATION How did you get involved in the spa industry?
I got into the spa industry quite by chance! I took a position at Canyon Ranch as a Locker Room Attendant. Well, truth be told, I was one notch below Locker Room attendant. I was what is called a “Spa Rover.” My job was towel management, which essentially involved picking up towels throughout the spa. Towels were my life.
LEADERSHIP ROLE What daily challenges do you encounter as a spa owner?
Behind The Spa Door with Director Simon B. Marxer of the Spa at Miraval
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My daily challenges are generally centered on time; there never seems to be enough of it to do all that I hope to do when I set out each day. The challenges I face daily are truly based on my desire to give each person or project the time they deserve, and there are only so many hours in the day.
How do you manage stress that work brings into your life?
I have to say the best antidote to a stressful day is to get outside and experience nature. I am spoiled with choices here in Tucson and experiencing the beauty and scale of nature keeps everything in perspective!
What takes most of your time every day?
My day is mostly made up of meetings and calls designed to stay connected to and support the people that make Miraval what it is. I prefer to have a conversation instead of an email chain.
TEAM BUILDING What is your hiring process?
We count heavily on the team’s input when reviewing candidates for roles here. I remember my interview here at Miraval nearly ten years ago was with seven staff members! I believe in involving the team, as they are the experts in knowing who will fit in well at Miraval.
How do you select the employees that are going to be working with you?
We place a great deal of emphasis of qualities such as warmth, empathy and work ethic. We can train people to be technically competent in their roles, but it is these intangible qualities that make our culture what it is. We select people who will readily connect with our guests.
How do you evaluate employees?
We provide formal evaluations annually, but I would argue that we evaluate ourselves on a daily basis by sharing our guests’ feedback. We are fortunate that our guests provide a great deal of actionable feedback about their experience.
How do you train members of your staff?
Our service providers must go through several hours of training on the ‘Miraval Touch’ regardless of their level of experience. We believe that it is important for those same service providers to learn how to provide a treatment and to experience a treatment before they are scheduled with that service for our guests.
What techniques do you use to keep your employees incentivized?
We want our staff to feel fulfilled in their roles, which is why we offer educational programs for those seeking to build their leadership skills.
RETAIL How do you determine your retail goals?
We have a unique environment at Miraval that virtually 100 percent utilization of our spa is by our resort guests, averaging at least one service per day.
Consequently, we build our retail goals based on both treatment volume and by treatment type.
What incentives do you offer your staff to reach these retail goals?
We offer an incentive structure by department and commission on retail sales. Additionally, we are fortunate to have many of our vendors offer annual contests with trip awards for top sellers.
Where do you feel is the most efficient location for a retail section in a spa?
Locating the retail space as close as possible to the treatment rooms is the most efficient location so that service providers can seamlessly escort our guests into the retail area following a service. This helps guide our guests to the retail environment and helps them find the products to continue their spa experience at home.
MARKETING & PUBLICITY What can you tell us about your particular marketing strategies?
I believe investing in innovation and delivering compelling content to publications is the most effective approach to differentiate your spa. We have been very fortunate to be featured in several national publications for our new services.
EXCEPTIONAL CLIENT CARE How do you keep clients loyal?
At Miraval, setting an intention and focusing on the power of the present moment helps connect our guests to something more powerful than simply the pleasure of pampering. It is this connection to the self that ensures
our guests have an experience that they will seek again and again. We also recognize our frequent guests with a Membership in our Authentic Circle, which entitles them to additional promotions and exclusive offers.
TIPS FOR SPA LEADERS What are the most important lessons have you learned in your career path?
If you are not taking risks, you will never reach your potential. It has taken me many years to learn that taking risks and being uncomfortable is the best way to grow yourself and your business. I think my failure to trust the unconventional was the failure that taught me the most. Always playing it safe is a recipe for mediocrity.
What advice would you give to someone who would like to manage a spa? The best advice I can give is to learn every dimension of the spa business that you can. The better you understand wh at is involved in running every aspec t of a spa , the mo re pre pared you will be to lead. Also, understanding the guests and how they make decisions is, in my opinion, the most importa nt lesson to learn when you are new to the industry. If you understand your guests’ prio rities and preferences, you are best able to anticipate their nee ds for products and services.
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Esthetician
Cancellation
Policy
Construct and enforce an effective esthetician cancellation policy by Madeleine Mendelow
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For spas and other skin care businesses that rely on client appointments to get by, cancellations are extremely costly. This is even more the case for spas that are not located in a big city with a larger population to readily fill appointments. Without booked clients, the spa is emptier. Without a replacement appointment, therapists lose money that they counted on to live their lives. Service providers rely on their appointments for income, which ultimately contributes to their lifestyle and wellbeing. In a spa environment, where the well-being of clients is the focus, it is important to recognize that if the service provider is not doing well, neither will the clients. Cancellation policies are necessary to keep the spa busy, but they also ensure the well-being of the therapists and, therefore, the other patrons of the business. Cancellation policies benefit workers and clients. They ease the stress of a lost appointment for the therapist, and give enough time in advance for more clients to take appointments and have a better experience with a happy therapist. While to the cancelling client they may seem unfair, strategic cancellation policies benefit all others involved.
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business Esthetician Cancellation Policy
Missed Opportunities Cancellations negatively affect businesses because one less person is walking through the door. The spa loses the cost of the appointment, as well as any potential retail sales. The therapist loses the chance for commission on services and retail, and he or she loses tips. For the therapist, an additional setback is the lost chance to rebook a client for future services, making the future a little less certain. A spa’s clients are also at a disadvantage when someone else starts to cancel. When therapists book appointments, other clients are often forced to take appointments at times that are less convenient for them, or they have to skip their appointments all together because a client (the cancelling one) took their usual spot. If the client does not cancel far enough in advance, a loyal client might not be able to rearrange his or her schedule 40
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to make it to the appointment, so everyone loses the potential service and all parties are inconvenienced.
Holding Clients Responsible Cancellation policies are essential, as they hold clients responsible for the time they have scheduled with a spa and with a therapist. Without one, clients might feel no obligation to hold their appointments because there is no penalty. Cancellation policies remind clients that their actions have consequences, and not showing up to an appointment is an action with only negative ones. However, it is up to the spa to make sure clients know the gravity of their decision to cancel appointments and know everything that will happen if they do decide to cancel (or no show). If the client is not made aware of the consequences for cancelling an
It is up to the spa to make sure clients know the gravity of their decision to cancel appointments and know everything that will happen if they do decide to cancel. appointment, it is unfair to hold him or her responsible. The policy must be visible to the client prior to booking the appointment. For spas that use web-booking, before the client can book, a window with the full terms of the policy must be read and agreed to in order for the client to finish booking. For appointments taken over the phone or made by front desk staff, the policy must be made transparent to the client prior to booking the appointment. When clients are surprised by cancellation policies, this has lasting negative
business Esthetician Cancellation Policy
of whatever emergency. Depending on whether the spa has selected the 24 or 48 hour policy, if the client cancels after the timeframe, 50 percent of the service should be charged to make up for the lost time for the therapist. As no materials were used for the service, 100 percent of the service cost is not necessary.
A Note On No-Shows
effects on the business. Clients might write a negative web review, preventing other clients from booking appointments; they might tell everyone they know not to go to this spa, and they surely will not be back again. This can be prevented with open communication and transparency.
Implementing A Cancellation Policy Cancellation notice should be given at least 24 hours prior to the appointment. This gives the spa time to find another client to fill the spot for the therapist. In smaller cities, however, even 24 hours might not be sufficient. 48 hours is preferable for spas that are not as busy. If the client has booked a service only a few hours before the appointment time, there might be no opportunity to fill the spot. However, that spot might still have been empty had the client not booked in the first place, so it is not fitting to charge for the appointment in this case. Clients have many reasons to cancel appointments. This can include being
sick, family emergencies, heavy traffic, sleeping in, or simply forgetting. Stories are often made up to get out of paying for an appointment. The spa should be calm and understanding in conversing with the client. The spa should always believe the client and be empathetic. However, many cancellations somehow turn into emergencies, so the cancellation policy should still be upheld. It should be stated very clearly in the cancellation policy that there are no exceptions (including emergencies) to the policy. When the client agrees to this and books the appointment, this is final. Clients should be held responsible for the appointments they book. Enforcing the cancellation policy is important so that clients do not take advantage of a business. Upon booking an appointment, credit card information should be taken in order to implement the cancellation policy. The cancellation policy should clearly state prior to booking the appointment that the client will be charged a penalty should they break the agreement with the spa, regardless
In the case of a no-show or an appointment cancelled after the therapist has already set up for the appointment (usually a four hour window), the appointment should be charged in full, as materials in addition to time have been wasted. If the client is late, the service may still be conducted, however the duration should only last the remainder of the service as to not affect the following clients, and the client should be charged in full.
Rescheduling Rules Often, when a client cancels, he or she reschedules. If the client reschedules, the penalty should depend on when the appointment is rescheduled for. If the appointment is rescheduled for a later time on the same day, then no charge should be enforced. If the appointment is rescheduled for another day, but the therapist has already prepared for the appointment, the penalty should cover the cost of the materials for the appointment and the time it took the therapist to set up. Clients that no-show, cancel, or reschedule continuously (more than three times) outside of the 24-48 hour window should be blacklisted. In addition to enforcing the cancellation policy, the client’s name should be documented, and he or she should be carefully monitored when booking appointments and encouraged to seek walk-in appointments instead. This should be impleLNEonline.com
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business Esthetician Cancellation Policy mented by the front desk staff. Most booking systems have a mechanism to message the staff about particular clients. When a blacklisted client attempts to book an appointment, the client should be informed that the books are full, but that the client can walk in or call back to see if an appointment is available at the desired time.
Confirmation Is Key
Cancellation policies can be harsh, and everyone is prone to human error. Clients should be reminded of the appointment and of the cancellation policy. The client must agree to the cancellation policy prior to booking. However, prior to the time frame for cancellations chosen by the spa (24 or 48 hours depending on the business of the spa and population of the city), the front desk staff should remind clients
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via their preferred communication method of their appointment, reminding them of the cancellation policy. This gives clients time to decide whether they can hold their appointment while they are still outside of the cancellation window, and gives the spa time to fill the appointment.
Fair Is Fair Sometimes providers have to cancel for the same reasons clients might have to cancel. In order to make up for inconvenience to the client, if the cancellation occurs in the same 24-48 hour timeframe in the client cancellation policy, a discount equal to what the client would have been charged if he or she were to cancel should be applied. This holds service providers responsible for their appointments as well, and it is only fair that workers are held to the same standards as clientele. Ultimately, when policies are applied to everyone, this creates practices that are fair and develops businesses that are reliable on both ends.
Madeleine Mendelow is a licensed esthetician at Lily Grace in Ann Arbor, MI. She received CIDESCO training in esthiology and massage therapy through Cinta Aveda in San Francisco, CA, and has extensive beauty retail experience. She received her Bachelor's at the University of Michigan in 2014 and is currently pursuing a premedical education there. In her free time, Madeleine enjoys volunteering at the UM hospital and with Meals on Wheels.
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Spa
Positivity Power
The connection between happiness and revenue in your spa by Boldijarre Koronczay
American Happiness Crisis Workplaces are realizing the impact that wellness and positivity have on their employees, clients, and revenue – and the numbers aren’t great. “Happiness has fallen in America.” According to the 2017 United Nations’ World Happiness Report, “the USA is a story of reduced happiness.” This downtrend in American happiness also reflects in employee engagement. In a study conducted from over five million employees, Aon Hewitt found that employee engagement in North America dropped to 64 percent, in all categories including rewards, recognition and performance management. So, while research analysts and experts are reporting an unhappier population and a less-than-satisfied workforce, can the spa industry save the day? The spa industry is born of a love and passion for wellness – and to make others feel good, both mentally and physically. As spa professionals, we have a social responsibility to embrace positivity with our teams and our clients. Study after study has shown that happier employees are more satisfied in their roles and provide better customer service, which leads to more revenue, more satisfied and loyal clients and, ultimately, better profit. Incorporating an optimistic attitude and taking action in small ways can increase employee happiness, engagement and overall work success. And it just may be the key to unlocking a happier world.
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business Spa Positivity Power
Positivity Begins With You Just like making any change in your business, you have to lead by example. As a busy spa leader, you are focused on managing schedules, inventory, planning events and, on top of all that, making a profit. When running the dayto-day operations, it’s important to prioritize positivity in the workplace. Your team looks up to you and mirrors your attitude and energy. If you are a service provider, remember that you are an integral part of the team and your energy also impacts your fellow therapists, estheticians and even your clients. Positivity begins with you. To put yourself in the right frame of mind, start with this ‘happiness exercise.’ Block out 30 minutes in your calendar. Write down the happiest moment in your life. Was it at work? Was it with family or friends? Reflect on what it was that made you so happy. Was it a feeling of success, pride or accomplishment? Was it a feeling of love or joy? At the Global Wellness Summit in 2017, author of Solve For Happy, Mo Gawdat, provided some thought-provoking questions when he asked “Have you ever gone searching for your keys and realized they’ve been in your purse the whole time?” He went on to explain that our “default setting is happy,” and we have only to remember that to feel happy. Happiness is a choice and a state of mind. With your happiness keys now in your hand, you’re ready to share the positivity with your team.
Spreading the Joy Real strategies and techniques to spread positivity to coworkers. “Clinical research shows volunteering, mentoring, and other acts of altruism pump up your immune function. It’s necessary for good health to engage
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in something on a regular basis that’s rewarding, and one of the most rewarding activities is helping people,” said Dr. Dwight McKee, a Board-Certified Oncologist. This means that taking time to foster humor and happiness with your spa team will make you feel happier, too. Here are five simple strategies that actual spas are using to infuse positivity and humor into the workplace: 1) Start every meeting with a silly joke or pun to get a chuckle out of the team 2) Decorate events with inexpensive props like balloons, glitter or bubbles 3) Celebrate a staff member’s success by showering the team member with confetti
4) Fold a towel in a creative shape, like a heart or flower and place it on the massage table (tuck in a photo of a popular celebrity for an extra surprise!) 5) Surprise a client or spa staff member with some sample products A few other ideas from spas include coordinating a flash mob video to share on YouTube, participating in bi-monthly beach/creek clean ups and donating hand massages to housekeeping staff at a hotel. Even being mindful to welcome clients with a smile can change an entire mood. After she learned how much happiness makes a difference in the workplace, Stacy Feneide at Blush Day Spa in Olympia, Washington says “I take more time to go out of my way to greet every person that comes through the door, even when I’m busy or running behind.”
business Spa Positivity Power
Positive Clients, Positive Margins Surrounding your team and your clients with positivity will increase business revenue. Now that you and your team or coworkers are feeling happier at the spa, what impact will that have on your clients and revenue? First and foremost, a happier team is more productive. Raising employee happiness raises productivity between seven and 12 percent. Engaged employees are: • customer focused • more creative at work • healthier and take less time off sick • mindful about the future • committed to put in greater effort • proud of the company • inspired to do their best Ultimately, happier and more engaged staff members are motivated to be the best for their clients and spa guests. Have you ever had a massage or facial from a service provider who was having a bad day? Could you tell the difference from a service from a therapist who was having a great day? Spa guests who are experiencing “the best” that a service provider has to give are sure to feel more satisfied with their treatment, form a connection with that therapists and become a loyal client. A study distributed by Hewitt Associates reports that companies with high levels of engagement outperformed the total stock market index and posted shareholder returns 19 percent higher than average.
you have a disgruntled client or coworker, take the time to resolve the conflict. A helpful acronym to remember when diffusing a challenge in the workplace is LEAFF. Developed by the Holloway Zaiser Group, these easy-tofollow steps are a surefire way to turn a challenge into an opportunity.
Listen: Let the other person “paint their picture.” Do not interrupt. Take notes if appropriate. Empathize: Relate to their feelings. Avoid saying “I understand.” Instead say, “You are feeling frustrated because…” Ask further questions: To assess the situation, ask open-ended questions such as “What would make this better for you?” Fix the problem: Provide a specific solution. Include a timeline. Follow-up: Check in with the guest or employee a few days later to make sure you have met their expectations.
The Future of Happiness Healing with positivity – one treatment at a time. Is the spa industry able to restore happiness one meeting, one massage, one
facial at a time? The UN Report On Happiness advises, “America’s happiness agenda should focus on rebuilding social capital.” While the spa industry is not able to directly influence medical care reform, the education system or geopolitical tensions, we are able to build relationships with one another – our teams and our clients. After all, people are at the heart of social capital – and every spa. We hold the key. Boldijarre Koronczay, president of Éminence Organics, is a dedicated lecturer, herbalist and master of Eastern European esthetics and massage. He is passionate about educating clients on the use of natural ingredients in skin care, and bringing wellness and balance into their busy lives.
Happiness is a choice and a state of mind.
Dealing with Negative Nancy How to deal with negative clients or coworkers. Even when you and your spa team are doing your best, it’s impossible to please everyone. In the instance that
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Repêchage in Italy Repêchage CEO and Founder Lydia Sarfati and Repêchage Italian distributor Euracom hosted the Turn Back the Clock skin care conference and Master Class workshop for over 80 professionals, sharing the latest trends in skin treatment. Held at the Palazzo dei Giureconsulti in Milan, this conference celebrated the Repêchage-Italy partnership and introduced the latest professional treatments, including the new Repêchage Biolight™ Luminex Mask, a hybrid express peel for skin brightening, and Repêchage Triple Action Peptide Mask, a Peptide and Seaweed-based sheet mask to hydrate, firm and brighten.
800.248.SKIN (7546) repechage.com
COMMERCE, TRADE, INDUSTRY AND PEOPLE
BusinessNews
China Launch
Extensive Education! Bio-Therapeutic recently visited Warsaw, Poland for extensive education and training with their new partner Spa Concept, who is also the exclusive distributor of Dermalogica. “This was an extremely productive visit filled with education and market review”, notes David Suzuki, President of Bio-Therapeutic. “We have many exciting launch objectives in 2018, and the talented Spa Concept team is preparing diligently.”
January2018
800.796.0996 sesdermausa.com
800.976.2544 bio-therapeutic.com
Healthy Living Everywhere Musely has recently accounced their NEW online hub to inspire healthy living everywhere! Fueled by the global movement toward healthier living and wellness, Musely is a new hub that features inspirational user-generated content and a premium marketplace of natural products – all powered by a community of wellness aficionados (“Muses”) in a mobile app and website. Muses cover topics including beauty, wellness, fitness, social and emotional health and more.
Visit LNEonline.com for more news 48
Sesderma has recently launched its new website in China. This website is integrated into the TMall platform, operated by Alibaba Group and will focuse on online retail (B2C). This platform is created for local and international Chinese companies wishing to sell their products to consumers in mainland China, Hong Kong, Macao and Taiwan. It integrates Sesderma as well as other industry companies. Through this new initiative, Sesderma continues its policy to promote the company’s internationalization and strengthen its presence in China, as well as its digital positioning.
musely.com
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Your
Social MEDIA Guide Your online voice is speaking louder than ever. What's it saying? Amplify your online presence and bring clients through the door with Social Media!
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Jump-Start Social Media Join the digital revolution and start social media for your spa by Kristina Mazzenga
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The first thing a prospective client does is peek at your social media. In this day and age, consumers are drawn to your online presence, and potential new clients will always look to your Facebook or Instagram before walking through the doors of your spa. That being said, your profiles need to be on point, impressive AND discoverable. If you’ve never been exposed to the world of “social media marketing,” the concept itself can seem quite intimidating, especially if you’re starting from scratch. By understanding how you can
utilize social media to its full potential, you have the power to not only drive a TON of new followers to your website, but also to turn not-so-regular clients into consistent ones, too! With so much potential value in each social media platform, it’s worth investing the time and the effort required to set them up properly. To start social media for your spa, here is a complete guide to creating your Facebook and Instagram accounts to skyrocket your spa services. LNEonline.com
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social media Guide
How do I start social media for my spa? Your Bio With approximately 2.1 billion active users on Facebook and over 700 million active users on Instagram, it’s extremely important that consumers are able to find you quickly and conveniently on social media. In addition to sharing basic information about your business, adding your website and email in your bio on Instagram and in your ‘About’ section on Facebook is a must. Bios should be constantly updated with the latest information in regards to location, phone number and email address. In your bio, briefly describe a featured product or service and link it to your external website to make your bio a powerful marketing and sales tool! Similarly, cross-promoting your social media channels is a simple way to help grow your social following across the board. Before you start social media for your spa, take the time to fill out these sections with care, as both current and potential clients will turn to them frequently. Utilize this space to showcase who you are, where you are, and what makes you unique.
Extra Tip: Though each of your profile bios will differ, your name should remain consistent across all social media networks. This allows people to find your account more easily. For example: Facebook: www.facebook.com/YourBusinessName Instagram: @YourBusinessName
Now, what do I post…? The three most important things to keep in mind when posting content on your social media are:
1. What’s in it for my audience? 2. Would I click on this? 3. Is this relevant to my business?
Images Always strive to use high-quality photos, whether you use your company logo, a photo of your business, or a headshot. Image consistency across all networks is imperative to better your discoverability on social media and develop immediate trust with your followers. For example, regularly changing your Facebook cover photo keeps your profile interesting to existing followers and gives you the opportunity to re-engage with those who may have not been interested the first time. Keeping your profile photo static will help you maintain brand recognition and consistency across all networks when you start social media for your spa.
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If you can check off these three things when generating a piece of content, then it’s worth sharing! But what kind of content is good content to be sharing? There’s an endless possibility of content to share on social media, but here are three examples of content that you can try when you start social media for your spa:
Company news This could be anything from highlighting a new team member, a behind the scenes pic of your newly renovated retail area, awards you’ve received or anything exciting happening in the industry!
social media Guide
What’s trending? Popular trending hashtags such as #MotivationMonday, #TransformationTuesday and #FacialFriday are great ways to increase traffic to your social media. Although hashtags may not be very popular on Facebook, they’re extremely important for boosting your following on Instagram!
Questions about hashtags? Need some ideas? Message us on Instagram (@lneonline)!
Product highlights and recommendations Take a video of an employee (or yourself!) using one of your retail products. This will showcase what’s HOT on your retail shelves and will entice your followers to ask questions about the product!
Here a few more ideas you can incorporate into your social media using both photos & videos! • Before and after photos • Reviews/testimonials • Interview with owner, director or esthetician • Promotions & events • Quotes (funny, inspirational AND informative!) • Ask questions using photos, videos & LIVE broadcasting!
When it comes to what you should post on Facebook versus Instagram, it’s going to come down to trial and error. Don’t get discouraged! When you start social media for your spa, building a social media following takes time. Your audience is going to vary from one social network to the next, so it’s important to take the time to interact with your followers on each channel to see what resonates best on each channel. That being said, take advantage of the Facebook Insights tab (available on every Facebook Business page), which displays free statistics in regards to when your Facebook followers are online and exactly what day and time is best for you specifically to post. Access Insights by clicking the ‘Insights’ tab at the top of your Facebook Business page when you are logged in. Instagram Business accounts have a very similar feature, also called Insights, that can be accessed by clicking the bar graph-like image at the top of your profile when you are logged into your business account. This feature allows you to see your demographic of followers, as well as both the best days and times to post based on your followers’ activity.
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social media Guide
How do I gain followers? To get followed, you must first be a good follower. Here are a few ways you can start social media for your spa off on the right foot and gain real, interactive followers on your social media channels:
MAKE THE FIRST MOVE Just like you would a new client coming into your spa, act like you are meeting someone for the first time. Instead of simply “liking” a comment that a follower leaves on your page, initiate a conversation! Tagging a person’s name in comments helps build trust with your followers by showing them you are a real person behind the business. Also, hashtags are a great way to connect you to potential customers. Search #’s relatable to your industry, products or services and start engaging with those of similar interests!
ASK QUESTIONS Ask and you shall receive! Create a quote image using Canva (free, easy-to-use website!) that encourages your followers to respond. For example, “What is your favorite spa day activity? Comment below for your chance to win a FREE treatment for you and your bestie!”
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CREATE A CONTEST Contests are a great way to get people talking about your social media! Ask your followers to ‘like’ or comment on one of your photos to automatically be entered to win whatever it is you are willing or financially able to discount or give away. Encourage them to tag their friends in the comments to really get the buzz out!
Similar to the rest of your online presence, your social media profiles should be active and posted to regularly. Set yourself a reminder to check your profile and to interact with your followers at least once a day, and don’t ignore it!
For more social media contest ideas, message us on Instagram (@lneonline) Kristina Mazzenga received her bachelor's degree in Social Media Marketing and Broadcasting from Saint Vincent College in Latrobe, Penn. Her computer and cell phone are attached to her hip as she is obsessed with spreading the word! Her passion became her profession. She is now the Editorial Assistant and Social Media Partner for Les Nouvelles Esthétiques & Spa Magazine.
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Find your sweet spot and learn when to post on social media by Louis Silberman When it comes to building your business, finding just the right formula for marketing efforts can have a significant and positive outcome on results. However, if you’re not paying careful attention to what works and what doesn’t, it’s easy to fall into the trap of thinking that either less is more or, more is more—without knowing whether in fact either of those things are true. That’s why in social media posting, a mainstay in today’s marketing, it’s essential to find your sweet spot—that precise point where you’re getting maximum engagement for your efforts—engagement that ultimately translates to sales.
When Should I Post, and How Often? Practically everyone has a smart phone these days, and producing quick content for social media is easier than ever. But posting just for the sake of posting isn’t the end game. Instead, think about posting for the sake of gaining and retaining followers. There are numerous opinions regarding the best times of day to post on social media, as well as those regarding frequency. A quick Google search will give you some good ideas to sort through on this topic. While some experts suggest at least one post daily on Facebook, LinkedIn, and YouTube, and anywhere from one to three daily posts on Twitter, Instagram, and Pinterest, I think it has less to do with exact frequency and more to do with consistency, the quality of your content, post variety, and the type of social media network in question. A brief word on consistency: if you post only once daily, try to do so around the same time so that viewers know when to look for you. There is a lot of competition out there and you’ll want to stand out. And as far as post variety goes, I try to sprinkle in about 20 percent of my posts as special offers. So, if I’m posting 60 times a month, I would “sneak in” a maximum of 12 offers, with 48 posts offering quality content and fun or informative posts so that the viewer doesn’t feel like everything you post is a sales pitch. LNEonline.com
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social media Guide
Now, let’s look at specific aspects of some of the most popular networks:
Facebook Without a doubt, this is the largest social media platform in the world. Some argue that younger people are turning away from Facebook because it’s content-driven and moving more towards image-driven networks such as Instagram. That may or may not be true; only time will tell. But it’s important to keep in mind that “older” audiences (age 30-50) tend to prefer written content over image-only content. It’s safe to assume that the longer the post, and the more content-driven it is, the less frequently you would want to post because it would take longer for viewers to read and absorb. One post daily on longer content is considered optimal, but play around with it because there are always exceptions to the rules. In my experience, posts that are centered on personal success stories are very popular and get lots of engagement, even when they’re quite lengthy, especially when accompanied by a photo of the person. People identify with other people’s struggles and successes in a profound way.
LinkedIn This is another example of contentdriven posting for an “older” and professional audience, so the focus should be on posting lengthier, quality content. And because it’s a network for business people, the best time to post is during business hours.
Twitter Twitter is also content-driven, but in a much more abbreviated format. While three to five daily posts are not atypical, anything more than that will probably result in a drop-off in engagement. Think of Twitter like getting a call or text from someone you just started dating; a couple of times a day is great. Ten times a day will probably feel intrusive to the recipient. 58
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Get Social! Instagram Most established brands post 1.5 times daily, but because this is a visually driven network, the focus should still be on quality. If you’re posting breathtaking before-and-after photos of a client who had severe acne and now has beautiful, glowing skin, or shots of a cutting-edge treatment that is trending, such as microneedling with platelet-rich plasma, you can get away with posting more frequently.
Pinterest Three pins daily is the suggested frequency for Pinterest. Consider switching pins up between those that are purely visual with those that provide links to longer content. Pinterest is also a great place to post special events or offers you’re currently running—just be sure to use eye-catching graphics and text that is easy to read, even on mobile devices.
YouTube On this video-driven network, you can post both longer, planned content (such as a PowerPoint presentation of a nonsurgical body contouring treatment) and shorter, spontaneous content (a cute 15 to 30-second video of a client who is thrilled with the results of a facial). You’ll want to post longer, planned content videos about once a week, and shorter, spontaneous content once a day or so.
Without a doubt, social media is one of, if not the, best ways to market today’s businesses because it’s easy, free and highly effective. But just like anything else in life, not taking the time to figure out what works best in moving you toward your own personal goals can result in wasting both time and efforts. Your business’ identity is unique, and so are your viewers and customers. Create and post content that speaks to that uniqueness. Check in regularly to see which posts blow up, and which ones just sit there quietly, unnoticed. Identify viewers who promote your posts, products and services and put more energy toward that demographic. It’s all about finding the sweet spot.
Louis “The Laser Guy” Silberman is CEO of National Laser Institute, a national cosmetic laser and medical esthetic training center founded a decade ago, and owns medical spas in Scottsdale and Dallas. He’s the author of Make It Happen Online and a motivational marketing speaker. Silberman created the sixth most visited health/beauty website and was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award 2014. Contact him at louis@nationallaserinstitute.com.
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www.medidermausa.com · contact@sesderma.com Say you saw it in LNE & Spa and circle #319 on reader service card
Turn Your Followers 60
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Into Clients LNEonline.com
Strategies to convert followers into clients and bring new business through your door When it comes to social media, it’s easy to focus on the number of likes your posts get and how many new followers you acquire over time, mostly because that number is easy to track and offers instant gratification when people interact with your posts. What matters more than likes, followers, and even comments is how you’re able to convert that engagement into paying customers. Even if you have a couple of thousand followers on your platforms, if they are not booking appointments and becoming clients, you aren’t getting as much out of social media as you should be. Take a look at your current social media platforms and do a quick audit. Are your posts asking them to act? Do your posts promote time-sensitive offers and links to take advantage of? When you consider your social media platforms as vehicles to get your clients to where you want them to go, it’s easier to understand that every single post should have intention behind it. By offering compelling and interesting content to your followers, along with a soft sales technique, you are more likely to get them to perform your desired action or behavior. Assuming you’re a spa or salon, the desired result or behavior is likely booking an appointment or upgrading their next service. Let’s assume you are doing well promoting your Facebook and Instagram pages already; take your posts to the next level by getting clients to book their first appointment and several appointments after that. Thus, converting “likes” to loyal clients.
Anatomy of a Good Social Media Post A Call to Action In marketing, a “call to action” is a term that is used to identify the desired outcome, essentially calling the viewer to complete an action. For spas, the call to action would likely be along the lines of “book an appointment today,” but it doesn’t have to end there. Use phrases such as: • Call now and to receive a complimentary eye treatment upgrade with your next 60 minute treatment • Get your desired appointment time by booking now • Discover what it feels like to have beautiful skin, schedule today As you see outlined above, the italicized words are the action items, offering direction and emphasizing urgency.
Links to Learn More You’re only going half-way if you ask your followers to book an appointment but don’t include the information to do so. Try to make it as easy as possible to complete the desired action. Provide your phone number in the post if you want them to call and make an appointment. If you’d like them to book an appointment online, include the direct link to your scheduling page. If there’s any room for the user to get distracted, you can count on it happening.
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A good rule of thumb is to ask yourself, “What do I want them to do?” If the answer is, “book an appointment” then you want to be sure you include a clear call to action and the link to schedule a service. If you want them to know about your expanded service menu, make sure to include a direct link to your menu of services on your website to explore.
Good Graphics Go a Long Way Since you’re a professional, your posts should look professional. There are plenty of free programs online that can help you create colorful, catchy designs including canva.com and postcreator. com. A good balance of text and graphics are essential if you want your posts to perform well.
A Smart Sales Funnel Sales funnels are like story-telling, where you take a person from awareness to action. As the curator of your brand, it is your job to provide variety in content and consistency in posting to tell your brand’s story. Marketing experts say it can take up to six touchpoints, or interactions before the consumer is ready to purchase. They may see your posts several times before they ever click on your website, and long before they ever show up at your door for an appointment. Don’t let this bum you out, instead, see this as an opportunity to keep telling the story in a variety of ways.
Content is King Your posts should fall into one of six categories and should range in a variety of all six. Entertaining, inspirational, educational, conversational, promotional or connecting.
Mix it Up Using the same graphics and posts over and over again can become snooze-worthy—they also don’t perform well with Facebook algorithms. 62
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No one wants to feel inundated with sales posts. In fact, most people agree that constant sales pitches can have the reverse effect on followers, where they disengage and stop following a page altogether. When done correctly, a good marketing mix of content, calls to action and topics allows you to showcase different professional personas that exemplify your talents as an esthetician.
Why Content Marketing Works Content marketing creates a quick exchange from the business to the consumer by facilitating a trade of information. Content marketing has become a popular vehicle for lead generation and sales funneling, as it allows you to position yourself as an authority on a specific topic, and makes the user feel like they are getting something in return for their information shared. The consumer gets a piece of content in exchange for their contact information. Chances are, you’ve participated in content marketing without even realizing it. A company will offer you a free download of a checklist, or a complimentary consultation in exchange for your email address.
Contact your website host or your email management company to get more information on how to set up landing pages for content marketing. Ebooks, infographics, newsletters, tutorials and other educational pieces tend to do well with content marketing.
Commitment to Comments It is important to engage with your network and respond to comments, questions, and concerns. You can take this up a notch by including, “We would love to see you soon!” or, “Let us know if we can help you book an appointment” in each response, which makes the follower feel welcome and encouraged to complete the desired action.
Track your Posts Consider creating a schedule for social media posting that helps keep you on track and content fresh. Put the type of posts in categories, such as how-to's, product promotion, ask the expert, booking an appointment, and other miscellaneous categories. With this type of organization, you’ll know which you need to do more of and can track to see which do better for your audience.
social media Guide A general rule of thumb is that most of your posts shouldn’t just be about you. You should focus on your audience’s interests and concerns first, and sprinkle sales offers sparingly. Here’s a sample social media post calendar below:
Promotional
Entertaining
Conversational
Connecting
Inspirational
Educational
Monday
#ProTip Tuesday
Wednesday
Thursday
#FeelGood Friday
Saturday
Sunday
Answer a FAQ via video or FB live
How to properly apply eye cream
Behind the scenes photo of the treatment room, waiting area, products, etc.
Client Testimonial + call to action
Inspirational Quote
Treatment highlight (including benefits, duration, cost, and link to book)
Employee feature
Promotion of current offers/specials
How to clean and care for makeup brushes
Ask a question or launch a poll
Client Testimonial + call to action
Promotion to fill last-minute openings on Saturday (plus link to book)
Funny (and appropriate) meme related to beauty, skin care, or wellness.
Vendor Feature
Answer a FAQ via video or FB live
How to keep skin hydrated during the winter months
Behind the scenes photo of the treatment room, waiting area, products, etc.
Book your Appointment (including link to online scheduling)
Inspirational Quote
Treatment highlight (including benefits, duration, cost, and link to book)
Community involvement feature
Funny (and appropriate) meme related to beauty, skin care, or wellness.
How to keep your skin clean after the gym while on the go
Product/Package Highlight (including benefits, usage, how to purchase)
Client Testimonial + call to action
Promotion to fill last-minute openings on Saturday (plus link to book)
Before and After (with client permission)
Inspirational Quote
Paid Advertising Facebook has come a long way since it limited users to those who attended prestigious universities. With several billion users on social media, Facebook allows you a budget-friendly opportunity to target specific demographics (including age, gender, location, interests, job, etc.). Additionally, it allows your ads to appear in front of users who like other pages, and even take current customers’ information to find more people like them. You can even upload your contact list and directly advertise specific offers to them. You don’t have to upload and offer the same thing to your whole con-
tact list either—you can break them out into segments according to acquisition method or even behavior. Some ideas include those who have downloaded a piece of content marketing or those who are actual clients who haven’t been back in a while. You can create unique posts based on which group you’re targeting, and have many campaigns running at the same time. Many opportunities exist with Facebook, and now Instagram (who operate together), for the eager business owner wanting to increase conversion rates. With these steps and organizational practices, you are able to start turning
likes into leads, and leads to loyal clients in no time! Lauren Snow serves as the Executive Consultant for the Beauty Biz Club and Chief Content Officer for the BestieEstie.com blog. She is a brand and marketing strategist who partners with skin care professionals to help them grow their business, reach career goals and achieve financial success. Snow has passionately supported thousands of estheticians throughout her career and has worked with hundreds of skin care manufacturers across the United States.
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Power
in Numbers
Are you taking advantage of social media analytics for your spa? by David Del Rio
When it comes to promoting your business, the beauty industry is one that has most embraced social media. Skin care and makeup brands are the first to jump onto Facebook and Instagram to post about their business. Many skin care professionals use these platforms in order to showcase results, promote their brands and illustrate new trends. The truth of the matter is that about 1.9 billion unique monthly users are on Facebook and out of those, 83 percent are women between the ages of 18-49. This type of access to your market can help expose your brand and reach the large audience that you’re trying to target. Meanwhile, Instagram has 600 million unique monthly users, which on average are under the age of 35 and are predominantly female. It’s no wonder why the skin care industry has been able to grasp such a strong hold on consumers via social media marketing.
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social media Guide
First Things First Understanding that there is a huge opportunity to market yourself on social media platforms such as Facebook and Instagram is the first step. Embracing the digital age can be as intimidating as being thrust into a foreign country without knowing the language. Don’t get discouraged! Take your time and nail the basics first. The second step is creating your account. You want to make sure that both your Facebook and Instagram accounts are cohesive to your brand. This can either make or break your opportunities to reach your consumers. Step three is creating organic material to best promote your business. Explore other users in the beauty industry and see exactly what kinds of content they are creating and what their results are. This kind of research helps to inspire you and is one of the beginning stages in the social media marketing process.
Knowledge is Power After you create the content, become familiar with your analytics. If you decide to create a Facebook Ad or an Instagram Sponsored Ad, these different platforms will come with many different numbers and metrics that will help you better gauge what kinds of material you should post and what you shouldn’t. There are also tricks for organic material (posts you don’t pay for) that will help you maximize your customer reach and bring your brand forward in the complex world that is social media.
A Numbers Game Analytics are a crucial part of the social media marketing process. Without analytics, you can’t understand what’s working and what’s not. Social media marketing without analytics is like performing a beautiful facial with a peel, and not applying SPF to your client 66
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before they walk out into the afternoon sun. It would mean all of your efforts aren’t being examined and you’re not adding a final layer to your efforts. Social media analytics can help you fine-tune your target audience. Understand what time of the day is best for you to post. Learn what your target audience wants to see on your page. Learn what content to post and when to post it and who to post it to. Learning how to translate the metrics will allow you to get the most out of your social media accounts and using social media analytics will allow you to do all of this.
Facebook Analytics Facebook is a platform with endless opportunity to get your brand out there and reach your target audience. With 75 percent of Facebook users searching for 20 minutes or more, it’s no wonder
why it’s rated as the number one social media platform in the world. You can, without a doubt, reach your target audience and receive the type of analytics you need to grow your business. How do I access these endless amounts of information, you ask? Well, you must start by first creating a Facebook Business account. You can access the ‘Create An Account’ page by going to www.facebook.com/business and clicking on the ‘Create A Page’ icon on the top right hand section of the screen. You want to make sure your account is cohesive to your brand and image. This is where you can allow your creativity to kick-in and create a page that represents you and the brand you want to create for your establishment. Feel free to get creative with the banner. But whatever you do, make sure to include your logo on your page. Most businesses prefer to include their logo
social media Guide
in the profile picture. This is the best practice so you’re easily identifiable. Now on to the important part, accessing your analytics. In order to access your analytics after you’ve been posting on your Facebook Business Page, you must click on ‘Insights.’ Follow the instructions below: 1. Click Insights at the top 2. Click Posts 3. Scroll down to All Posts Published 4. Click the arrow to the right of Post Clicks/Reactions, Comments & Shares 5. Select Engagement Rate
Without analytics, you can't understand what's working and what's not.
One of the easiest ways to measure your posts’ success is by the number of ‘Likes.’ To access the ‘Likes’ tab, start by selecting it from the top of your Page screen next to ‘Overview and ‘Reach.’ On this page, scroll down to the Reactions section and you can see how many Like, Love, Wow, Haha, Sad and Angry you receive. On this page, you can also access the ‘Reactions, Comments, Shares, and More’ section. Here, you can view which posts have the highest peaks in engagement. Then, there is the ‘Reach’ section, which is the number of the people your post was served to. This number is how many people saw your post. This gives you a grasp on how many people saw your post and which posts had more views. This is a great way to measure what type of content is more effective. Just grab a percentage of views that turned into a Reaction, Comment or Share.
determine how many viewers were male and how many were female. You can also determine which day of the week was the best as far as engagement, and which time of the day your followers engaged the most with your posts. View your ‘Top Posts’ and determine which had the most engagement and filter them by timeframe and type of engagement. The analytics section on your Instagram account is a section with great insight and it will allow you to determine what style of content works best for you.
Using Analytics Wisely With all of this new and exciting information, you can determine the best type content for your brand, your services, and your audience. Do you see more engagement with ‘before and after’ photos, and less with ‘hot new product’ posts? Use that information to tailor your posting schedule and do more of what’s working. You can also see what time of the day you receive the most engagement and who your target audience is. Try posting at different times of day to see which posts perform better. Is your audience more active on social media in the morning, or during their lunch hour? Once you grasp the ins and outs of social media analytics, you can truly design a social media marketing plan that is unique, targeted, and effective for your one-ofa-kind skin care business.
Instagram Analytics Instagram is a platform very much like Facebook, but with more intricacies. You can start by creating an account on www.business.instagram.com. You can see metrics on how your stories and promoted posts perform throughout the day. You can also get insights about your followers and how they interact with your posts and stories. You can isolate metrics to a single post and
David Del Rio has a bachelor’s degree in Public Relations and a Master’s degree in Marketing. He is passionate about communications and does everything possible to learn new tricks of the trade. As the founder of Del Rio Communications, he is exposing his clients to outstanding marketing plans and effective social media efforts. You can reach him at David@delriocommunications.com or visit: www.delriocommunications.com for more info.
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pple A
Cider Vinegar The natural way to tighten and brighten skin with apple cider vinegar by Victoria Tabak Apple cider vinegar is a staple in many homes used in cooking, but it is an ingredient possessing benefits beyond the kitchen. After apples are pressed, the cider undergoes a fermentation process. The combined action of yeast and bacteria breakdown the sugars in the cider and convert it into an alcohol and then further into acetic acid, which is the vinegar, or also known as Apple Cider Vinegar (ACV). The fermentation process preserves the staple characteristics of the apples. Hence, ACV is a rich source of vitamins A, B1, B2 , B6, C and E, malic, lactic, and citric acid, potassium and pectin. In addition, it also gains enzymes and even prebiotics.
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organic & wellness Apple Cider Vinegar
ACV is widely available; it can easily be purchased even in the local super market. There are options of organic or not, and most importantly filtered and pasteurized or raw and unfiltered. Raw ACV has sediment called “the mother,” which sits at the bottom of the vinegar. The sediment differentiates raw from filtered ACV in that it has a dramatically richer composition, meaning significant benefits. Although ACV is not instantly regarded as a key ingredient for skin therapy and rejuvenation, it certainly has great advantages and spotlight potential.
Skin Brightening Alpha hydroxy acids (AHA's) are the common ingredients of choice when it comes to brightening and smoothing the appearance of fine lines and wrinkles. AHA’s work through the primary action of exfoliation to achieve skin changes. They are high in antioxidants, which improve skin wellness by neutralizing cell-damaging free radicals. Apple cider vinegar contains malic, lactic and citric acids, all of which are AHA’s. The beauty of ACV is that it is 76
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a diverse blend not just of AHA’s, but also of prebiotics, enzymes, vitamins, minerals and even vegetal peptides. ACV offers a gentle yet effective exfoliation of the skin. It works by breaking down epidermal dead skin cells and impurities for an even-toned complexion. The recommended use for lightening localized age spots, blemishes, and other hyperpigmentation is to soak a Q-tip in ACV and apply the undiluted vinegar directly to the dark spots. For optimal results, this should be part of your client’s home care regimen and repeated once a day until the area peels and brightens. It is critical that your clients reapply sun protection to the treated area throughout the day when spending time outdoors, as is the general rule with any skin lightening treatment. Skin color pigment comes from the production of melanin in the cells. The most obvious protocol to protecting skin from hyperpigmentation is to stay out of the sun and to use sun protection. Enzymes reveal to be a valuable commodity for combatting pigmentation, and that's not just because of
their potent exfoliating traits. ACV is concentrated with enzymes, the reason for the brown color attribute. The remarkable enzyme proteins work to normalize skin pigment by converting tyrosine to melanin, and promoting balanced skin pigmentation. Moreover, the enzymes function as cell detoxifiers through xenobiotic biochemical conversion, purging the body from any harmful or foreign substances including free radicals.
Age Management After measuring the pH of organic raw ACV, it was evident that its high acidity pH of 2.93 is perfect for performing a chemical peel procedure. Using ACV as a peel can offer results comparable to a 40 percent glycolic peel, yet is a gentler alternative. The enzymatic peeling action of ACV is less harsh than a traditional alpha hydroxy acid peel, exfoliating skin more evenly and naturally. An ACV peel not only works to clear congested facial pores, which is beneficial for breakout prone skin, but it will leave skin looking younger and brighter. It smooths skin texture, less-
organic & wellness Apple Cider Vinegar ens the appearance of fine lines and wrinkles, and nourishes the skin with all the nutrients of apples. In addition, a topical ACV treatment restores the skin’s water binding capacity, allowing skin to stay better hydrated and moisturized. Furthermore, the high dose of polyphenols offers an immense amount of age defying antioxidants. ACV is abundant with vitamin C, another powerful antioxidant that promotes cell quality and stimulates collagen production. Vitamin C counters the development of age signs by enabling efficient skin regeneration. This leads to firmer and fuller looking skin.
Acne and Oily Skin Studies show that ACV has anti-fungal, anti-bacterial and anti-inflammatory characteristics, offering an effective option for treating and offsetting certain acne triggers. The soothing and inflammation inhibiting abilities come from the potent concentration of polyphenols in ACV. Polyphenols are powerful antioxidants with strong anti-inflammatory action. They work to reduce
the severity of certain skin diseases, including acne. The surface of the skin, naturally acidic, called the acid mantle, maintains a balance between oil and sweat, having a pH of 4.5 to 6.3. When the skin’s pH is off, the skin can become dry or excessively oily. Both cases are culprits of many skin concerns, including fine lines, wrinkles, and all grades of acne. If the skin’s pH is too alkaline, having a pH of nine or higher, skin automatically begins to produce more oil. The excess oil sitting on the surface of the skin creates a bacteria-attracting environment, which can lead to acne. The acidity of ACV can effectively lower the skin’s pH, which offsets the skin’s need to produce extraneous oil. This rectifies oily skin concerns and even works to minimize and contract the pores.
a salad dressing; for marinating; or in many other creative recipes. Simply because ACV has active enzymatic and antioxidant action, it is recommended to be included as part of a healthy lifestyle. As a supplement, it is best to dilute ACV with water, or other liquids including honey, maple syrup or even juice. Some believe ACV tonics can support weight loss and even remedy sore throats.
Contraindications
As too much of anything, even a good thing, overuse of ACV can aggravate the skin’s acid mantle and lead to dryness, so it is important to remember
Nutrition ACV should never be consumed straight when taken orally, as it can cause esophageal burns and even stomach ulcers. It can be used in the most traditional way, for cooking, as
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organic & wellness Apple Cider Vinegar
ACV offers a gentle yet effective exfoliation of the skin. moderation is key. Topical ACV use is not recommended for any client who has used Isotretinoin within 12 months or is taking any medications that cause skin thinning. It should not be used if there are open wounds, cold sores, dermatitis, eczema or autoimmune disorders. ACV should also be avoided if skin is sunburned because it may actually worsen the condition.
Detoxification Bath Therapy With the wide range of ACV benefits, it can be incorporated into spa services in a variety of ways depending on treatment intensity. As part of a detoxification bath, one cup of ACV can be added to bath water in addition to two cups of Epsom salt, which is pH neutral, and half a cup of baking
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soda, which is slightly alkaline. The client should soak in the bath for approximately 40 minutes to allow for the full effect of the bath therapy. This will rebalance the body’s overall pH and will offer a complete body detoxification.
Gentle Peel Procedure It is appropriate to use an undiluted form of ACV only when intending to perform a chemical peel procedure. It is important to follow a chemical peel protocol. First, thoroughly cleanse the skin and apply a peel preparation booster before proceeding with the main peeling action. Apply a thin coat of ACV to the skin and allow it to work for 3-8 minutes. Next, apply a post peel neutralizer, and then remove everything with a cool wet towel. Follow with a gentle toner and an occlusive gentle protection cream. Apple cider vinegar is an ingredient that has enriched many culinary masterpieces. Now it paves the way as an extract that provides another natural spa option that promotes skin and body wellness and most importantly, produces great skin results.
Victoria Tabak, published beauty expert, two state licensed esthetician, spa consultant, educator and president of Nature Pure Labs, has more than 19 years of experience in the beauty industry along with a Master’s Degree in Business, minor in chemistry. For over a decade, she has taught about emerging breakthroughs in the skin care industry, has inspired many, and contributed to the growth and success of spa owners across the country.
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Silent Spas
Rethink the power of peace and quiet with silent spa experiences by Kristina Mazzenga In a world constantly filled with beeps, alerts and ringtones, not many people remember what it is like to be surrounded by total quiet. Studies have shown that when the brain is silent, your hippocampus – the center for organizing thoughts – actively creates neurons. During this time, your cortisol, heart rate and blood pressure also drop. There is both a mental AND a physical impact of silence on the brain. The digital revolution has made it nearly impossible to detach from our smartphones, tablets and computers, despite the fact that they are one of the main causes of the daily stress we are trying so hard to get away from. That being said, the hardest part of accepting complete and total silence is having the willingness to disconnect. LNEonline.com
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organic & wellness Silent Spas
This is exactly what the concept of ‘silent spas’ is willing to provide – hours, or even minutes, of uninterrupted silence and the ability to de-stress if you can do so much as turn off your cell phone.
A Growing Wellness Trend It’s no secret that the Wellness Tourism industry is booming. In fact, wellness tourism is growing 50 percent faster than overall global tourism. People are seeking experiences that bring them health, relaxation and personal well-being. Spas around the world are creating innovative and awakening treatments to attract the growing community of global wellness tourists. Spas are taking their retreats to the next level by implementing what every mind that wanders into their location seeks - peace and quiet. Leading medical professionals are just now starting to realize the impact that noise has on our physical and mental health. The constant chatter of technology and modern life chips away at our ability to sleep, focus, and cope with stress, anxiety and depression. However, the industry is discovering big implications for a little bit of added silence. A Duke University study (2013) found that just two hours of silence helps the brain to form memories and increases overall brain health. The wellness industry is seeking to help clients de-stress and reach optimal health by eliminating the noise and creating powerful silent spa experiences.
Quieting The Mind Many spa goers seek relaxation through a massage service. Allowing themselves 60 or 90 minutes to indulge in human touch and physical relaxation is a wonderful gift. However, for your most stressed clients, it can be difficult to completely relax during the treatment. Ultimately, the full benefits of massage
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are not reached because the client is unable to quiet their mind. At L’Apothecary Spa at L’Auberge de Sedona, Arizona, guests are welcomed into a sanctuary of silence where their minds are eased into silence. Here, the therapists encourage the clients to quiet their minds in order to fully disconnect and reap the full benefits of massage. The Quiet Mind treatment (90 minutes, $235) is designed around the spa’s signature flower essence. According to Spa Director Catherine Powers, the treatment is designed to “assist guests in learning to turn off their mind and fully experience their massage. The flower essence includes Geranium, Bird of Paradise and Passion Flower, to support the guest in letting go of distraction and dissolving muscle tension.” Through the serene silence of the Quiet Mind treatment, clients are guided through breathing techniques that
they can take home and implement in their everyday lives. Powers notes “when explaining the breathing techniques at the beginning of the Quiet Mind, the therapist explains the value of being fully present and the downfalls of being distracted. The breathing techniques offered in the treatment are easily brought into day-to-day life and we encourage the guests to utilize them for a better night sleep or a more concentrated effort within their meditation and wellness practices.”
Making Time For Meditation Implementing a silent spa experience in your workplace is beneficial for both clients and spa staff. The Spa at Mandarin Oriental, NY asks guests and colleagues to “turn down the volume and shut down all devices, ultimately offering a silent retreat in our spa.” This creates a more complete silent experience for
organic & wellness Silent Spas
guests, and also places the staff in a state of calm that can be transferred to clients upon arrival. Guests at The Spa at Mandarin Oriental, NY experience complete silence. Spa describes “no talking between the spa therapist and spa concierge, and there is no background music playing throughout the spa. Upon check-in, the concierge gives the guest the Silent Night Consultation form that is more specific and customized to meet the guest’s needs for an extra-personalized treatment, especially since there is no verbal communication during this time. This allows the therapist to work on the guest without any verbal communication.” Guests can experience this Silent Night treatment throughout the spa from 4:00 p.m. to close. This silent initiative was inspired by the hotel group’s commitment to silent meditation in various forms. A representative form the spa explains, “Mandarin Oriental, Las Vegas closes their spa for an hour and offers a silent meditation hour, which is open to both colleagues and guests. This is something we may look to adapt in the coming year.” By centering the spa staff in a place of quiet and calm, the guests have a deep and transcending silent spa experience. “Wellness is mind, body, and soul,” the spa explains. “It is important for all of our guests to take the time out and have complete silence so that they can hear their thoughts and relax with no disruptions. It enhances the overall wellness experience, both physically and mentally.”
Silent Spa: “A new concept focusing on the core theme of peace and quiet was developed with a view to clearly differentiate the spa, setting it apart from its competitors.” The Silent Spa owes its distinctive ambience to its unique architecture as well as the countless, almost invisible details and scenes that create the overall experience, transforming water and silence into perceptible and tangible concepts. The Spa Director describes the “harmonious lighting, accessories and fragrances” as contributing the spa’s silent escape. Guests are offered personalized retreat programs, allowing them to experience the flowing waters and peaceful quiet of The Silent Spa on their own unique path to wellness.
Bring Silence To Your Spa Perhaps the best part about this growing trend is that it is free and easy to give to every client. Create a silent spa experience for your guests, and watch
their relaxation increase along with their likelihood to rebook! Be their ultimate outlet for disconnecting from busy work schedules and stressful personal lives. Implementing a silent spa experience in your practice can be as easy as updating your client intake form, educating guests on the health benefits of silence, and training your employees on effective yet quiet communication. Give your clients a silent spa experience and watch them benefit from complete relaxation that echoes even after their time with you.
Kristina Mazzenga received her bachelor's degree in Social Media Marketing and Broadcasting from Saint Vincent College in Latrobe, Penn. Her computer and cell phone are attached to her hip as she is obsessed with spreading the word! Her passion became her profession. She is now the Editorial Assistant and Social Media Partner for Les Nouvelles Esthétiques & Spa Magazine.
Standing Out In Silence Silent spa experiences are a unique way to stand out from the competition. Wellness clients are always looking for that next-level of comprehensive wellness treatments. Therme Laa - Hotel & Silent Spa, Austria provides a haven where guests ages 16 and over can enjoy an individualized retreat. The Spa Director explains why they created The
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Royal Rose This gentle and indulgent Royal Rose Organic Essential Toner from Bella Schneider Beauty is a toning lotion that beautifully moisturizes the skin with high concentrations of organic Bulgarian roses harvested at their peak for maximum skin nourishment. Brighten, smooth, soothe, purify and restore natural pH balance! This product is safe for sensitive skin and is infused with a light, natural fragrance.
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Vitamin C, Please! This Vitamin C Collagen Mask from Martinni Beauty reduces hyperpigmentation, improves skin elasticity and decreases wrinkles by stimulating collagen production. The high concentration of antioxidants, peptides, plant extracts and Marine collagen tightens, lifts, brightens and tones the skin to help diminish the appearance of fine lines and wrinkles!
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Foaming Miracle A powerful yet gently balanced formulation! This Glyco-C Active Foaming Cleanser from Shira Esthetics is specifically developed for oily or combination skin. Purifying ingredients such as aloe vera gel, allantoin, chamomile, sandalwood and lavender extracts help to reduce the production of excess surface oils while soothing botanicals calm and heal blemished skin!
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Eternal Blossom This Certified Organic Eternal Blossom Polishing ButterCream from Conscious Choice moisturizes, nourishes and gently exfoliates hands and nails leaving them manicured fresh and feeling velvety-soft! Fine Himalayan Pink Sea Salt is blended with nourishing botanical oils and butters rich in vitamins, minerals and essential fatty acids to create the rich, creamy texture of this decadent polish. Eternal Blossom evokes the timeless spring-scent of orange blossoms.
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NEW YEAR
NEW LASHES
& local distributors www.grandecosmetics.com | www.grandewholesale.com | 1.877.835.3010 Say you saw it in LNE & Spa and circle #286 on reader service card
A Picture Perfect Finish Expert color analysis with Jaclyn Peresetsky,
Skin Perfect Spas
SERVICE & RETAIL What is the best part about working with makeup services in the spa industry? My team and I love educating our clients on how to highlight their best features! We thrive on perfecting their unique complexion with harmonizing makeup colors.
When did you decide to implement makeup services into your spa menu? Skin Perfect Spa was originally designed with our Colore Me Perfect Makeup Studio to equally balance our transforming skin services and is a creative, fun and inviting playground of color, art and makeup that brings out the unique beauty of each of our clients through strategic color, shape, and application.
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What approaches did you take to implement these services? In all three of our spas, we designed our makeup studio to have neutral stone colored walls, large mirrors, natural light and full spectrum lighting to help the makeup artist choose harmonizing colors and allow the clients to see how the color affects their skin tone. Our colorful shades of makeup are the artful accents of the studio space!
Which of your makeup services is the most profitable? Both our color analysis and our color matching custom blended liquid mineral foundation services have been equally our most successful services! Our color analysis service is great for gift card sales and is extremely profit-
able because there is no disposable material cost. Our custom foundation is a steady repeat purchase as well because our clients love their customized special blend and they tend to repurchase about every three months.
What kind of special makeup treatments do you offer? Our color analysis service is very unique! We go through a series of draping multiple colors of fabrics and textures next to the client’s face to determine the dominant color characteristics in his or her skin tone. We then recommend a color palette that will bring out the natural beauty of his or her skin tone, naturally making them look brighter, well-rested, and rejuvenated. After the analysis, we do the makeover using harmonizing colors that enhance their features and complexion. Finally, we take the after picture so the client sees their visual transformation. We discuss with the client fashion, hair, accessories and nail color recommendations as well as the new makeup they will be purchasing and how to recreate the look. This service always creates a buzz and lots of photo sharing!
MAKEUP AREA Please describe your makeup area Our makeup area is an open studio that is very bright, lively and colorful! We use large, round tiered glass and metal displays that showcase the makeup colors to emulate a color wheel. We use soft, warm lighting as well as luxurious bedding and smaller, intimate rooms. Our makeup area occupies about onethird of our spa.
TEAM MEMBERS How do you select your employees/makeup artists? We always do a phone interview first and then we schedule an in person interview with the team lead. We look to
see if they come into the interview well put together and prepared. We then schedule a practical to see what their skill set is like, what they will bring to our spa and what we will need to train them on. We have them do an application on a client that can give us feedback. Finally, we do a half-day shadowing to see how their energy feels in the space and how they adjust to being surrounded by new people. Overall we look for flexible, fun-loving employees with the ability to multi-task and be creative, passionate, motivated and genuine with our other staff members.
How do you keep members of your staff incentivized? We keep them motivated through offering advanced education and allowing them to be a part of our booths at trade shows. We give them endless possibilities to make more income through bonuses and commissions based on their performance.
MARKETING How do you promote your makeup services? We use multiple levels of marketing such as magazine ads, social media, TV news segments and strategic partnerships with other complimentary businesses. We also host image wellness workshops that teach executive women in large companies how to be memorable in the business world! We also have a referral program that rewards our clients with a $25 service credit for each referral they send us.
How do you use social media? We use Pinterest to create boards that represent each color palette. We pin inspiration pieces, fashion, makeup looks, etc. to these boards for clients to follow and get inspired! We use Instagram to post behind the scenes photos of our makeup and spa. We use Facebook to
share the love we have for our clients by sharing inspirational quotes, stories, and new events going on in the spa. Finally, on YouTube, we do a lot of makeup tutorials as color recommendations when it comes to skin tones and hair color.
INSIDER TIPS Do you have rituals or methods of creating positive energy for your spa? We like to start the day by properly preparing the spa with essential oils, relaxing music and fruit-infused spa water. We always make sure the spa looks tidy and clean before opening in the mornings as well!
What advice would you pass along to other spa owners or to those thinking about offering makeup services in their spa? I would encourage any spa to bring on a more comprehensive color program so they can provide more intensive education on how color can enhance their client’s natural beauty. These services can attract new clients that love learning about beauty and it provides great visual marketing for social media! I encourage spa owners to look at their retail area and possibly incorporate color and color services to create more energy and exploration, which translates into retail sales. I would recommend hiring a specific makeup artist to manage this part of the spa so you can get the most out of these new services.
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The Latest
in Skin Care
Makeup Why consumers are seeking healthy skin care makeup solutions
By Carrie Borzillo Gone are the days where makeup's main role was to enhance a woman's natural beauty. As consumers become savvier about skin care and its ingredients, cosmetic companies can't get away with putting parabens, artificial dyes, or other unhealthy ingredients into their products. Now, every category of makeup is being formulated to work double-time as a skin care and beauty product by adding some of estheticians’ favorite go-to ingredients, such as hyaluronic acid, vitamins, minerals, and more. "There's a move in this direction because now more than ever, healthy aging is the number one concern in skin care and the demand is growing. The industry today is responding to the environmental and climate changes that are affecting how the skin ages. Now, makeup companies are an-
swering that demand by putting more skin care ingredients in other types of makeup, not just your foundation or tinted moisturizer, making them more targeted treatments for a specific area," says Jessica Hernon, lead esthetician at Milk + Honey Spa in Austin, Texas. The trend is fueled in part by the consumer and the overall health food trend. "It's taking a cue from the whole foods movement where consumers are smarter about not eating processed foods or GMO’s than ever before. This is the same trajectory. People are realizing what you put on your body in terms of makeup or lotions is just as important as what you put in your body," says Erin Cain, a freelance makeup artist whose spa clients include The Peaks Resort & Spa at the Telluride Ski Resort in Telluride, Colorado.
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image The Latest in Skin Care Makeup
Foundation Of all the makeup in need of an injection of better ingredients, it's foundation; simply because more of the product is used on the face than say, eye shadows, are used on the lids. While mineral makeup has been chock full of goodness (and sans parabens and sulfates) for years now, liquid foundations are finally upping their game. Cindy Wagner, spa manager and makeup artist at Skin Apeel Day Spa in Boca Raton, Florida, favors cream foundations with star ingredient CoQ10 — an enzyme produced in the human body that acts as an antioxidant on the skin and helps to neutralize harmful free radicals related to aging. "You lose CoQ10 (coenzyme Q10) as you age, so this is a great ingredient for the skin. It's good for all skin types and really great for older, dryer skin as it's nourishing and hydrating," says Wagner.
Blush
Another star ingredient favored by estheticians that has also made its way to foundations and blushes is hyaluronic acid. "We're seeing more cream blushes and foundations with hyaluronic acid in them, which is great for cell turnover and regeneration and helps keep the skin plump, hydrated, and youthful," says Cain. The hyaluronic acid in the blush gives a dewy and plump glow to the cheeks for a fresh makeup look. Jamie Pettiette-Rhone, owner of Jamie's Therapeutic Touch in Palestine, Texas, prefers mineral cosmetics that use kaolin clay, arrowroot powder, aloe, vitamin E, Aspen bark extract, and jojoba oil in their formulations. "The kaolin clay and arrowroot powder (instead of GMO cornstarch that a lot of companies use) help to reduce and absorb oil and detoxify and soothe the skin. Aspen bark extract is a natural preservative and smoothes and softens
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the skin. Of course, aloe, vitamin E, and jojoba oil are very nourishing and moisturizing," says Pettiette-Rhone. Just as important is what's not in the makeup. "I use products that don't have mineral oil, which is common in creams, but it can cause breakouts. Talc and bismuth are often used in eye shadows and blush, but they can be skin irritants. And, of course, among other toxic ingredients, I exclude parabens, which have been linked to skin cancer," she adds.
Loose Powder Cinzia Zanetti, a makeup artist for television and film, decided she wanted more out of a loose powder for her clients, so she created one herself. "I
add powdered vitamins and nutrients, such as vitamins A, C, niacinamide, green tea, and grape seed extract, to my loose powder," she explains. Zanetti takes the powdered vitamins from a gelatin capsule, cracks it open, and pours it into the powder. "I use a ratio of 80 percent vitamin powders to 20 percent loose powder. As we all know, the skin absorbs what you put on it, so this is a way to add something positive to your makeup routine," she says. Among the many benefits to the skin from her blend are the antioxidant properties of vitamins A and C, which help to block free radicals that play a big role in the aging process. Vitamin C also helps fade discoloration and dark spots and helps repair UV
image The Latest in Skin Care Makeup
perpigmentation. Vitamins C and E are used to help prevent oxidation of the skin and the product itself, preventing color and odor changes, which means there's a brightening benefit for the skin as well," adds Hernon.
Mascara
for the skin, and pomegranate, which is full of antioxidants. These more natural lines are even good for anyone who has eczema or psoriasis around the eyes," says Wagner.
Eyebrow Pencil damage. Niacinimide (a.k.a., Vitamin B3) helps reduce wrinkles, even out skin tone, heal acne, and improve hyperpigmentation.
Eye Shadow Finding a natural way to make vibrant eye shadow colors has long been an issue for brands trying to add skin care benefits to their color palettes. But, some mineral companies have figured it out. "The industry has come a long way and people can now enjoy having a larger variety of color, such as pink and purple, on their eye lids in a healthier way now. We chose a line that is safe for the eyes, even sensitive eyes. It features pine bark extract, which is healing
Concealer pencils with skin care ingredients have been on the rise for a while, but now eyebrow pencils are getting into the game as well. "I'm loving eyebrow pencils with vitamins C and E in them. This is the first time I have seen skin care benefits in brow pencils. The eye area is the first place to show sings of aging and the brows, in particular, are the most expressive part of the eye area, so it's especially important to take care of that area," says Hernon. Vitamins C and E pack a powerful punch, working together to neutralize free radicals and then replenish themselves to work again. "These two nutrients are used to prevent premature aging from environmental aggressions. Vitamin C also works as a melanin suppressant and is helpful for treating hy-
Conditioning mascaras are also growing in popularity. "We use mascara from a mineral makeup company that has lavender oil in it. Lavender helps make the lashes stronger and grow longer," says Pettiette-Rhone. Another new ingredient for mascara is bataua fruit oil, which is native to the Amazon. "It conditions and softens the lashes, which is important because when lashes get hard and dry, they fall out. A lot of mascaras have mercury, which we all know is not good for you, so it's key to look out for brands that don't have it," says Cain. Look for mascara that is formulated without the usual toxic suspects — parabens, phthalates, petrochemicals, bismuth, talc, synthetic fragrances, or synthetic dyes. "It's amazing how long companies have gotten away with putting bad ingredients in their products. But I also think consumers knew to be careful what you cleanse and moisturize with, but didn't give as much thought to what's in their makeup. They are more educated now and the cosmetic companies have to catch up," adds Pettiette-Rhone.
Carrie Borzillo is an award-winning lifestyle and entertainment journalist covering spas, health and wellness, sex and relationships. Her work has appeared in magazines such as Men's Health, SELF, People, Entertainment Weekly and more. She is the author of three pop culture books. Borzillo can be reached at carrie.borzillo@gmail.com.
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Spa
Makeup
Sanitation Keep it clean and step-up your spa makeup sanitation routine
by Shawn Towne
As makeup artists, we are fortunate to work in the most diverse settings, styles and techniques imaginable. We can work in salons and spas, movie studios and photo shoots, makeup counters and department stores. We can make a client feel her best for a first date, a wedding, a red carpet event or an avant garde runway show. In most cases, we can venture to say the “rule book� does not exist. Yet no matter where we are working or what artistic vision we are bringing to life, one practice must remain consistent: when our artistic canvas is human skin, sanitation must always come first.
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image Spa Makeup Sanitation
We all remember days in esthetics or cosmetology school, struggling to make it through the “Sanitation and Disinfection” section of our Milady’s textbook. At the time, I would struggle to keep my eyes open and wonder if anyone would ever really use a Material Safety Data Sheet. Once in the field, I understood the value of such tools and how to utilize them. Thank goodness for the patience and discipline of our instructors and mentors who set this important example. As professional artists, it is now our responsibility set this same example for our clients and our business, meeting the standards taught to us and also raising the bar as we refine and modernize best practices. When working with a client, we are not just representing our individual businesses, salons or spas, we are representing the craft itself. In this digital age, every customer who walks through our doors now has the ability to tell a thousand others about her experience in a matter of seconds. That review must be a positive one, for both the advancement of our business and the survival of our industry – and for our clients, happiness is in the details. Let’s look at some simple ways we can keep up and exceed the gold standard of service in makeup application hygiene.
It Starts With Brushes When preparing for a makeup application, many makeup artists clean their brushes while speaking to the client. This is a great way to let the customer know that you care about them and to give the brushes a nice fresh look and smell before beginning the application. That said, we can easily be slammed with back-to-back applications or run into unexpected time crunches (late client arrivals, etc.) through the course of our day. A simple solution is to keep a backup set (or even two) of brushes on hand 94
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in case you don’t have time to clean the ones you’re using. These sets should be prepped in containers for seamless transitioning. Regardless of whether or not you tap into these extras, you should thoroughly shampoo all used brushes at the end of the day, removing any dirt or excess product and leaving the bristles soft and flexible. You can always tell when a brush needs to be shampooed - it starts to feel abrasive on the skin. When shampooing brushes, let them air dry on the side of your counter with the bristles hanging off the ledge, so that they dry all the way around. Keep the brushes in a zip lock bag or sealed plastic container when they are not in use to protect them from dust and other pollutants. One of my favorite tricks is to keep separate containers for used and clean brushes. It helps avoid mix ups during the day. While performing applications, I remove the brushes from their sealed containers and keep them in a standing container like a short vase or water goblet. As I use brushes, I put them in a separate vase, so it’s easy to sort
through what needs to be cleaned at the end. This is much more sanitary than having brushes rolling around on the counter. Another option is to wear a brush belt, but make sure not to put used brushes back in the belt with your clean ones – place them on a towel or in a separate jar instead.
The Etiquette Of Artistry It goes without saying that most of us keep certain sanitary practices in our day-to-day applications, but I’m often amazed at what goes unchecked when it comes to the actual application of products. Here are a few essential rules that should always be at the top of our priority list when working on a client:
image Spa Makeup Sanitation
• Never dip brushes directly into cream product pots. Always dip or scrape a little bit out with a disposable spatula, and place on your palette or working surface. Never double dip the same spatula into the product. • Never use a product’s mascara wand directly on customers. Always use a disposable mascara applicator, and do not double dip the same applicator into the tube. • Never allow customers to put lip gloss from the tube directly onto their lips. Always squeeze or dip the product onto a sanitary applicator, and either apply it for them or hand it to the customer to apply. • Be conscious of latex sponges and blenders. Using them on more than one person is one of the most common ways to spread bacteria. • Keep lids on all products at your station. When you remove a lid to use a product, replace it as soon as you are finished. • Invest in a metal pallet. When applying or mixing colors and products, a sanitary, nonporous surface is best for ensuring that the products will stay sanitary.
The Makeup Station Itself
the term Sanitary Maintenance Area from classes!) • Wipe down counters with an EPAapproved disinfectant solution. This means that it is antimicrobial, antifungal and antibacterial while also being clean and safe. Today’s consumer is increasingly green minded, so invest in a clean formula that will not be offensive or too strongly fragranced if experienced by the client. • The tester unit should be deep cleaned regularly to remove dust, scuffs and smudges. See your brand’s manuals to clarify what cleaners you can use on your tester units so as not to remove logos or branding graphics. • Wipe the inside of the tester lids to remove excess product and dirt. All clear plastic lids should be transparent, not cloudy. This is more sanitary, but it also allows customers to see colors with more accuracy. • “Shave” lipsticks by spraying them with alcohol and rubbing them on a paper towel or tissue to remove scrape marks, sanitize them and give them a uniform appearance. • Replace pressed powder products that are broken or used to the point that you can see the metal pan. When a customer looks at a unit and sees all the metal pans, she translates that in her mind to “dirty.”
In the course of any given day, we are given a tremendous opportunity to touch the lives of our customers. We are providing them with a fun and exciting play space that allows them to explore all the possibilities of their own beauty. When our customers feel safe and at ease with their experience, they spend money. When they feel respected and taken care of, they return over and over again. Our objective isn’t just to respect our customers. It is to respect ourselves and take proud ownership of the incredible, influential art we have been blessed with the opportunity to create!
Shawn Towne is a Global Educator for jane iredale with more than 28 years of makeup artistry experience. His portfolio includes editorial work in fashion and beauty publications around the world and runway artistry for New York Fashion Week shows. In his career with jane iredale, Towne works to educate and inspire professionals across the globe while collaborating on product launches and creative projects for the brand. His commentary has been featured in Allure, Marie Claire and many spa and makeup trade magazines.
Our makeup station is a representation of ourselves. It also represents the brand that we are using. If a customer sees a dirty unit for any brand in one location, she is much less likely to use that brand in any location she ever goes to again. This doesn’t just mean the tester unit, it means the surface around the tester unit as well. Here are the absolute musts for maintaining the makeup display station: • The work surface must be clean and uncluttered with no visible dirt or product residue. Stowing a roll of paper towels or napkins in your cabinet is always a good idea. Place a paper towel or napkin on the work surface before every makeup application. (Remember LNEonline.com
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New Applicators! Anticipating the 2018 trend for silicone based beauty tools and accessories, Qosmedix is pleased to announce the addition of their new 3D Silicone Applicators. The silicone material aids in evenly applying liquid makeup and does not absorb or waste any product, allowing the easy-to-clean applicators to remain hygienic. They are offered in two different shapes – teardrop and oblong.
631.242.3270 qosmedix.com
Eco-Chic! Ahead of the curve, Jane Iredale has mastered the art of YSBB (your skin but better) with a new twist: Universal Warm, Cool GreatShape Contour Kits and a new Contour Brush (for sharp lines) and a Blending/Contour Brush (for a diffused effect) to coincide! These kits feature three matte shades each to sculpt and enhance the skin's best assets.
800.817.5665 janeiredale.com
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MAKEUP, NAILS, TOOLS AND TRENDS
Reveal Beautiful Correct, conceal and reveal beautiful skin with Lira Clinical's BB Conceal Collection. Each concealer helps correct specific skin conditions while correcting with natural and advanced ingredients like plant stem cell technology, vitamin C, brightening niacinamide, turmeric, beta glucan and SPF 25+. Excellent for concealing, correcting and protecting against redness, pigment, under eye circles and bruising post injection.
877.440.5472 liraclinical.com
Lash Me! After almost a decade in development, Blinc Mascara AMPLIFIED provides incredible, buildable, glamorous volume and length! Smudge-proof, sweat-proof, waterresistant and flake-proof, blinc's AMPLIFIED tubular mascara coats lashes with a glossy, volumizing and extending coat that forms tiny water resistant "tubes" around the lash. This tubular mascara applies more like a traditional mascara, giving you the ability to add as many coats as you want to build your client's desired look!
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100.............Altair Instruments.................................................altairinstruments.com.................................................. 243 21...............Beau Institute of Permanent Cosmetics...............beauinstitute.com........................................................ 167 10...............Bella Schneider Beauty........................................bellaschneiderbeauty.com.......................................... 180 6,7..............Bio-Therapeutic....................................................bio-therapeutic.com.................................................... 139 42...............Biopeptix Cosmeceuticals....................................biopeptixusa.com........................................................ 271 35...............Bonvital.................................................................bonvital.com................................................................ 265 55...............Dermaware...........................................................dermaware.com.......................................................... 256 78...............Dr. Jeff / Beaute Attica, Inc...................................dr-jeff.com................................................................... 248 11...............Dp Derm...............................................................dpderm.com................................................................ 170 2,3..............Eminence Organic Skin Care................................eminenceorganics.com............................................... 157 99...............Equipro USA.........................................................equipro-bty.com.......................................................... 242 19...............G.M. Collin Skin Care...........................................gmcollin.com............................................................... 115 85...............Grandelash MD.....................................................grandelashmd.com..................................................... 286 4,5..............The HydraFacial Company...................................hydrafacial.com........................................................... 201 23...............Industry Cosmetics...............................................gomyskin.com............................................................. 330 24,25..........Int’l Congress of Esthetics and Spa: Philadelphia............philadelphia.skincareshows.com 72,73..........Int’l Congress of Esthetics and Spa: Dallas............dallas.skincareshows.com 9.................Lady Burd Exclusive Private Label Cosmetics.....ladyburd.com.............................................................. 119 43...............Lucrèce Physician’s Aesthetic Research..............lucrece.com................................................................. 263 79...............Rapidlash / Rocasuba..........................................rapidlash.com.............................................................. 224 97...............Rejuvi Laboratory.................................................rejuvilab.com............................................................... 149 59...............Sesderma USA.....................................................sesdermausa.com....................................................... 319
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Make this year a beautiful one!
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Introducing DTX the DiamondTome速 Experience App for iPad速
The DTX - DiamondTome Experience is a fun, new interactive App. Clients can learn what DiamondTome Exfoliation can do for their skin. In just minutes, clients will be able to virtually treat their skin conditions using one of our virtual wands. This is your opportunity to make those results - their reality! #upyourskingame with DiamondTome and download the DTX App on your iPad thru the App Store today. iPad速 and App Store速 are registered trademarks of Apple Inc.
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