CANADA’S SPA CONNECTION
THE MANY ROLES OF
water in the spa
Ste. Annes Spa SMART BUSINESS & OLD-WORLD CHARM
Taking an holistic approach www.spainc.ca Publications Mail NO. 40026342
Is Your Social Media Working for You? It’s the shiny new marketing toy everyone wants to play with. But there’s a better way to engage your customers. By Tina Kalogeropoulos, Marketing Manager, Vicinity
s a spa owner you likely see social media’s potential for customer engagement and generating new leads through sharing. It’s the “I told two friends, and so on, and so on” phenomenon from the old Faberge shampoo commercial. Social media is powerful. But it’s just a single marketing channel—and one you don’t control. Facebook, for example, changed its platform so that any “fan page” posts you make reach less than 10 percent of your fan base at the best of times. That’s a low engagement rate, considering how many of your customers are Facebook users and how much effort you dedicate to making your posts timely and relevant. Being relevant is another problem with social media. If your followers aren’t interested in your posts and tweets they’ll simply scroll past without clicking or sharing. Consumers are interested in offers that feel personal – a promotion chosen with
them in mind. Which is why loyalty marketing is so effective and popular. Spa and beauty customers are especially interested in that personal touch. And a loyalty marketing program can engage them in a way that social media cannot. Here’s why: YOU CAN IGNORE THE MASSES. Existing customers make up the majority of your revenue and they’re the ones you want to spend time and marketing dollars on to build the relationship into one that’s even more profitable. A loyalty program makes it easy to up-sell and cross-sell spa and beauty services to customers who already patronize your business. With a complete loyalty marketing platform like Vicinity, you can reach more than 90 percent of your customers through highly targeted offers via text or email. YOU CAN BUILD BETTER RELATIONSHIPS. Consumers love to feel rewarded when they shop for services. An effective loyalty program helps you to keep your top customers coming back and spending more per visit. Even better, it can help you transform those already-loyal customers into brand ambassadors who attract other customers to your business. It’s simple with a tool like Vicinity, which you can customize to send offers that reward customers for each referral they bring into your spa. Vicinity also lets you set up automatic text or email campaigns to reach out to
different customer groups with highly personalized messages that are triggered automatically when certain dates (their birthday; 60 days after their last visit; one week after their first visit; etc.) or purchasing thresholds are reached. YOU CONTROL THE CUSTOMER DATA. Vicinity helps you create your own Customer Relationship Management (CRM) database full of customer emails, phone numbers, birthdays, and notes about product and service preferences so you can send specific messages to specific customer groups based on demographics and shopping behaviour. With all this data at your fingertips, you also have access to analytics through the Vicinity Dashboard to view which offers resonate best with which customer groups.
GET MORE MARKETING TIPS FROM VICINITY Download our free Loyalty Marketing Playbook today at www.vicinitywelcome.ca.
Tina Kalogeropoulos is Marketing Manager at Vicinity, a complete, customizable loyalty program for small and medium-sized businesses. Vicinity provides an easy, costeffective way to recognize, communicate with and reward customers to help drive repeat business. Launched in 2013, Vicinity is a division of Rogers Communications. More than 1,500 Canadian small businesses are part of the Vicinity loyalty program, which has more than 900,000 cardholders across Canada. To learn more, call 1-844-284-2464.
in the know
News from the spa industry
Ste. Anne’s Spa: Canada’s number one destination spa has a rich history
A holistic approach to spa wellness
14 Water and the spa are inseparable
Spas can play a role in cancer care/recovery
How to choose the right facial oil
fresh & new
Looking forward to Winter: New products, tools and equipment for your spa
Yummy Mummy Club founder Erica Ehm
Communicating creatively with your spa clients
24 Cover photo: Ste. Anne’s Spa
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between us FA L L 2 0 1 5 ISSN 1710 -1727 – Volume 12, Number 3
on the journey W
elcome to our annual Wellness issue – definitely my personal favourite of the year. Like most of us, I find it very easy to slip into bad habits and skip out on the practices that are so important for my own overall health and well-being. Reading through articles in this magazine, such as the feature on Holistic Wellness (page 14) reminds me that I can achieve a lot by taking many small steps on the journey towards a healthy, content me. The Global Wellness Summit reported that the global wellness economy reached $3.4 trillion in 2013, reflecting our constant focus on finding new and alternative ways to take care of ourselves. From sleep to exercise, healthy foods to stress management, in essence we know what we need, but often are hard-pressed to work it into our busy schedules. My preferred option for stress management and relaxation is a visit to a thermal spa, and I’m lucky to live in Quebec where a long list of top-notch Nordic spas are within a short travel. The article Water Works by Hermione Wilson (page 18) highlights the various water treatment options and the benefits they offer. And I’m not ashamed to confess, reading the article prompted me to go online and book another trip to the spa! What are your favourite tricks, tips and practices, to take care of your own wellness? We’d love to hear – please drop us an email or reach us on Twitter and share your story!
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“Building a Well World” NOVEMBER 13-15, 2015 | THE ST. REGIS MEXICO CITY GLOBALWELLNESSSUMMIT.COM
spa news ISPA Report shows U.S. Spa Industry Strength
The International Spa Association (ISPA) released its annual 2015 U.S. Spa Industry Study earlier this month, including statistics on the industry’s growth, its characteristics and drawing a profile of what the industry encompasses. The major report includes in-depth details about the performance of this US$15.5 billion industry over the past year. Though a similar study has not been done on the Canadian industry, this report from our southern neighbours is a good indicator about how the spa industry is performing here at home.
Le Nordik celebrates one million visitors Nestled in the lush Gatineau hills, Canada’s biggest Nordic spa, Le Nordik Spa-Nature, welcomed its one millionth customer on September 30. Spa-goer Diane Desrosiers won a year of relaxation for two, among other prizes. A shining example of strategic development, commitment and creativity, Le Nordik Spa-Nature is a favourite hot spot for people in the Quebec region as well as nearby Ottawa – a sought-after destination for visitors to the nation’s capital. Congratulations to the entire staff at Le Nordik – we look forward to meeting your two millionth client!
Highlights from the report include: • Total revenue rose 5.3% over the prior year to $15.5 billion for 2014 • Total number of spa visits rose 6.7% over 2013, to 176 million in 2014 • Total number of locations was 20,660 at year-end 2014 (2.4% increase) • Total number of employees reached 360,000 at year-end 2014 (up 2.9% over the prior year) • Revenue per visit dropped 1.3% to $88 • Average revenues per single spa location rose 2.9% to $749,000 in 2014 With the U.S. industry on a steady increase, the report reveals most spas have plans underway to build on that momentum to increase their business, including: 74% plan to add new treatments; 60% will add new product lines; and 46% of respondents mentioned a new spa or expansion of an existing location.
Salary survey launched by SIAC This past summer, the Spa Industry Association of Canada launched a Spa Industry Compensation Strategies Survey, aiming to gather a snapshot of information specific to the Canadian spa industry with the primary focus on compensation rates. Further research is required for a more comprehensive understanding of compensation strategies and practices, however the results of this survey offer a solid high-level view as a starting point. Of the 84 businesses that participated, more than 80% were spas (the rest spa partners), with the majority evenly split between day spas and destination spas. Respondents were spread across the country, with 42% in Ontario; 10.14% each in Quebec and Alberta; 6 S p a Inc. | Fall 2 015
7.25% in Manitoba; and another 7.5% combined for Nova Scotia, New Brunswick, and Saskatchewan. The 51-page report includes greater details, but highlights include the average compensation per hour rates for a number of typical spa professions including: • Nail Tech: $10-$21 per hour • Aesthetician: $10-$21 per hour plus commission • Medical Aesthetician: average wage point for laser $19-$21 per hour • Registered Massage Therapist: $10-$51 per hour (varied based on level). Additionally, 38% of RMTs are paid by commission.
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A House in the
COUNTRY BY HERMIONE WILSON
STE. ANNE’S SPA HOLDS ITS OWN IN THE ROLLING HILLS OF SOUTHERN ONTARIO
f Ste. Anne’s Spa had a motto, it would be self-sufficiency. Sitting on a 400-acre property, the destination spa supplies its kitchen with beef from its own cattle herd, produce grown in its gardens and honey from its own hive of bees. The Ste. Anne’s Bakery makes its own gluten-free baked goods and spa guests drink spring water drawn from a natural aquifer on the property. The spa also carries its own skin care line made with herbs and flowers plucked from its land. Ste. Anne’s Spa is situated in the heart of cottage country, nestled in the little hamlet of Grafton, Ontario. Originally part of a family homestead known as Grafton Castle, Ste. Anne’s started life as a summer home, and later became a bed and breakfast run by current owner Jim Corcoran’s parents. He purchased the property from his family and officially opened it as a spa in 1985. “You feel like you’ve actually gone to Tuscany when you’re here,” says director of sales and marketing Wanda Hoehn. “It’s rolling countryside with a view of Lake Ontario. The main portion of Ste. Anne’s spa is an 1800’s fieldstone castle. Definitely an old-world country-charm kind of place.” Spa guests can either choose to stay close to the main building or wander the extensive property during their stay. The main building features a eucalyptus steam room, fitness room, change rooms equipped with their own hot tubs and saunas, and an outdoor hydrotherapy system that includes a hot tub, and cold plunge, and current pools. A short walk from the main building is the outdoor seasonal pool, supplied like all the other water features on the property with natural spring water. Guests who choose to wander about the grounds will discover Ste. Anne’s many hidden treasures. Verdant hiking trails, English gardens, a serenity labyrinth, and stables where you can help groom the horses, www. s pa inc .c a
spa light feed the cattle, or muck out the barn all make for a unique and meditative experience. A WORLD OF NOURISHMENT As for spa treatments, they can be enjoyed either in the main building or from the comfort of one of Ste. Anne’s nine spa cottages scattered about the property. Seasonal treatment gazebos are also available for those who prefer to be closer to nature. All of Ste. Anne’s spa treatments utilize their own products, save for their Nourishing Seaweed Body Wrap, which uses a Seaflora product, and their Moor Natural mud wraps. Their Contouring Mud Stone Wrap and Skin Nourishment Body Therapy are among the most popular treatments, Hoehn says. Their most unusual treatment is the Minerva Aqua Polish. “Part of it is getting a massage from a Scotch hose. Think high-pressure fire hose,” Hoehn says. “Then you get a bit of exfoliation and a Vichy shower.” It’s not for everyone, she says, but there are guests who request it every time they come. A FEAST FOR THE SENSES For the famished, Ste. Anne’s kitchen serves up healthy, sumptuous food that is locally sourced as much as possible. Indulging without guilt is the theme here, says Hoehn. “We don’t use a lot of really rich sauces or that kind of thing, but we’re not a spa where you’re looking at SELF-RELIANT AND INVESTED IN ITS calories or fat content.” LOCAL ENVIRONMENT, NO DOUBT STE. If physical food won’t suffice, guests can feast their ANNE’S SPA AS IT STANDS TODAY WOULD eyes on the lovely fieldstone MAKE ITS PIONEERING FOUNDERS PROUD. architecture of the main building. Several families, including that of current owner Jim Spa so unique, nothing stands out more Corcoran, have made their own than their distinctive skin care line. All improvements to the property throughout their products are made with natural its centuries-long history. Currently, Ste. botanicals and contain plants like Anne’s is in the process of adding to their marshmallow root and rose petals harvested main spa building. Additional treatment on their property. rooms, accommodations and the expansion “There are no preservatives, there are no of the kitchen and dining room area are chemicals, no parabens,” Hoehn says. anticipated for the summer of 2016. “Anyone that tries the [skin care] line and if you’ve been to Ste. Anne’s, you immediately HOME-GROWN LUXURY smell it and it reminds you of [the spa]. It Of all the elements that make Ste. Anne’s has all the keynotes of the experience here.” 10 S pa Inc. | Fall 2 015
THE DECISION TO CREATE THEIR OWN PRODUCT LINE WAS BORN OUT OF A DESIRE TO HAVE MORE CONTROL OVER THE PRODUCTS THEY WERE USING, HOEHN SAYS.
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spa elements The decision to create their own product line was born out of a desire to have more control over the products they were using, Hoehn says. “There were certain elements we wanted that we just couldn’t find anywhere else,” she says. “We worked with a very skilled botanist and came up with our own skin care line.” Self-reliant and invested in its local environment, no doubt Ste. Anne’s Spa as it stands today would make its pioneering founders proud. “All of that is born of the desire for Ste. Anne’s to have control over what we’re delivering to our guests,” Hoehn says. “If we’re not happy with the product we’re getting, we’ll grow it ourselves, we’ll do it ourselves, and then we know it’s local, we know it’s fresh, we know it’s chemical-free.”
STE. ANNE’S SPA SIZE: 5,000 square-feet NUMBER OF SPA ACCOMMODATIONS: 28 NUMBER OF TREATMENT ROOMS: 28 NUMBER OF STAFF: 160 RETAIL: Ste. Anne’s, Seaflora, Moor Natural
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WHAT DOES A HOLISTIC APPROACH TO WELLNESS AT THE SPA LOOK LIKE? BY HERMIONE WILSON
here is a side to the spa that may put a skeptic on alert. The benefits of a massage or a body treatment might be readily apparent, as is the indulgent necessity of a mani-pedi, but what about something like gem therapy and Reiki? On the surface it seems like a New Age holdover of a more bohemian era, out of place in an age of results-oriented science-backed spa treatments. But look a little deeper and it appears that we may be focusing all our energy on caring for the physical bodies of our clients and neglecting their mental well-being. “We’re getting away from the basics of the mind-body-spirit energy,” says The Feel Good Company president and founder Rose Weinberg. In her teens and early 20s, Weinberg was plagued by anxiety and panic attacks so severe she found it hard to leave her house. In her 30s, determined that she would no longer live that way, Weinberg went in search of unorthodox solutions to her mental health issues. She discovered three. “My lifeline is homeopathy, nutrition is my nurturing friend and Reiki is my soul mate,” Weinberg says. Now a homeopath, holistic nutritionist, and certified Reiki Master herself, Weinberg has constructed a livelihood out of addressing the wellness needs of her clients using a holistic approach. An “umbrella of wellness” as she calls it. “We humans are striving to achieve a sense of peace,” Weinberg says. “We want to activate this peacefulness as quickly as possible when we get into the spa, so that when we walk out we can carry that peacefulness gained from the spa into our busy lives, whether it’s for the day, the week.” Spas run the gamut from luxurious indulgence to the most clinical medi spas and wellness retreats, and often a spa will try to encompass both. To a certain extent it has always been that way, but there is a current trend of clients coming
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to the spa seeking specific results: to lose weight, to deal with a chronic pain issue, to achieve younger, fresher looking skin. But more than anything, people come to the spa seeking a haven from the stress of the outside world. They are looking to achieve some measure of peace that will sustain them until their next spa visit. Those sorts of results are hard to quantify. SELF-TALK AND SELF-HELP “People don’t just go to the spa to look better, they go to the spa to feel better,” says DeeAnn Lensen, president and CEO of Advanced Spa Technologies and former Leading Spas of Canada board member. A self-described life-long student of self help, Lensen is an aesthetic educator and spa consultant, and a certified coach with the Center for Empowerment. “It changed my life,” Lensen says of the first course she took at the Center for Empowerment with her husband. “It just really gave us tools in our tool belt about being mindful within ourselves.” Immediately, Lensen saw the possible MORE THAN ANYTHING, PEOPLE applications for the spa COME TO THE SPA SEEKING A industry, especially what HAVEN FROM THE STRESS OF she had learned about self-talk and how THE OUTSIDE WORLD. detrimental it could be. “When people go to have a spa treatment they lie there and they self-talk everything they have no control over – the things they need to do at work, in relationships. We feel good about ourselves to the exact degree that we are in control, and we have no control over anything that’s happening outside of that room, nor does the therapist,” Lensen says. Not only are clients not relaxed and present during their treatments, stress may be causing the spa therapist’s attention to wander as well, Lensen says. That’s why she preaches a topdown approach to wellness at the spa. “We need to address not only what the client really needs, but what the therapist needs,” she says. “The staff has to be empowered and inspired. Don’t just throw product knowledge at them and then at the end of the month tell them they didn’t sell enough. There’s a trickledown effect and it has to start at the top.” THE TOP-DOWN APPROACH Guests may not see spa managers rushing around behind the scenes but they will definitely notice the atmosphere of tension and unease, says certified wellness coach and mindfulness training facilitator Stacy Conlon. “I find that creating a culture of mindfulness and wellness within the business side of the spa really does translate very nicely to the guests,” she says. It’s all about putting your oxygen mask on before you help others with theirs, Conlon says, borrowing a common airplane www. s p a inc .c a
spa elements A MINDFUL SPACE safety instruction. “We have to be empowered as [spa] owners to But spas may have trouble adding mindfulness to the menu when practice [mindfulness], to set time aside, and to take care of the staff is not knowledgeable about how to guide ourselves as well,” she says. a meditation or lack an awareness of what Conlon recommends that spa staff do a minute or CONLON RECOMMENDS mindfulness really is. Lensen suggests having two of quiet meditation before starting their day. As THAT SPA STAFF DO A experts come in and teach meditation, or offer life for spa clients, she suggests finding a place at the spa MINUTE OR TWO OF coaching courses. Instead of beauty magazines in for meditation. QUIET MEDITATION the waiting room, perhaps scatter some books “One of the most powerful things that can be BEFORE STARTING with poetry and inspiring quotes, she says. Conlon provided is a space for meditation, having a recalls her time at Miraval Spa in Arizona where meditative type of experience available for guests, THEIR DAY. AS FOR SPA she was encouraged to write an inspirational word even if it’s in the waiting room,” Conlon says. She CLIENTS, SHE on a card before she got a massage. points to Osmosis Spa in California as an example, SUGGESTS FINDING A “It was this idea that, before I go into my where a simple outdoor space with hammocks and PLACE AT THE SPA FOR treatment this is sort of my mantra for the sound therapy – basically iPods given to each guest MEDITATION. treatment and I took that with me,” Conlon says. with healing binaural beats – gives guests an “As I had my massage the massage therapist was opportunity to “meditate or relax right there on site.” very quiet, the music was playing, there was aromatherapy. The concept of mindfulness is both simple and difficult It really set the stage for me to go into a meditative space to integrate in the spa. Simple because, as Conlon as I thought about my mantra.” explains, it doesn’t really require any special equipment, In cases where a spa therapist does have mindfulness just some self-discipline and a quiet space. Conlon and meditation training, Conlon points out that this is describes mindfulness as “being aware and tuning in an excellent opportunity to combine ministering to the to what is exactly in this moment, not stuck on the body and mind at the same time. For example, the past or the future.” It is a practice that she says leads therapist could guide the client in a meditation while to many health benefits such as lowering blood giving them a body treatment. pressure, an increased sense of resilience, emotional The spa is already designed to be a mindful space, intelligence, and quality of sleep. Conlon says. It’s just a matter of being aware of that “When I started out years ago I was met with a and facilitating it so that spa guest are able to achieve little bit more resistance, but I think now it has really the peace and quiet they are seeking. hit critical mass,” Conlon says. “In the last 30 years or Lensen says spa owners and managers should so there’s been exponential growth in the amount of be asking themselves “When I walk into the research that’s been done examining spa am I going to feel inspired and relaxed?” mindfulness and meditation, so it really “If the answer is no, what can you change scientifically validates dozens of health to make that happen?” benefits.”
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WATER WORKS WITHOUT IT, IS A SPA REALLY A SPA?
THERE IS SOME DEBATE ABOUT JUST WHERE THE WORD SPA ORIGINATED. IS SPA AN ACRONYM FOR SANUS PER AQUAM, THE ROMAN PRACTICE OF BATHING IN HOT NATURAL SPRING WATER, OR A SHORTENED FORM OF ESPA, THE WALLOON WORD FOR FOUNTAIN?
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BY HERMIONE WILSON
ne thing is certain, however: spas and water are inextricably linked. Whether water is present in a therapeutic, cleansing or merely aesthetic capacity, there is no question that the element has an important impact on the overall spa experience. “You cannot call yourself a spa if you don’t have any water treatments,” says Jean-François Pouliot, president of Le Spa Infinima. “I would go further and say that you should have a [hammam] installation like we do if you want to call yourself a spa,” he adds. A SEA OF OPTIONS Pouliot is referring to Infinima’s hammam experience, which includes a Finnish sauna, a steam bath, a cold rain shower, and a hot therapeutic bath. The whole thing takes about one hour during which clients switch from hot to cold water sources before they have any other spa treatment done. “It lets the body relax before a massage and it’s an added value,” Pouliot says. There are many spa treatments that incorporate water in some way, but among the most coveted are natural hot springs and the use of thermal mineral waters. Where spas do not have access to natural springs and mineral-rich water sources, they improvise. “Most of the Nordic spas are relying more on the effect of cold and hot than on the quality of the water,” explains Sam Margulies, founder and consultant with Atmosphere Spa Design. For spas in places like Iceland and Israel that are close to natural highly mineralized water sources, the answer is obvious, says Margulies. For North American spas, the options are more limited. They can either import water from the original source or try to recreate it by adding herbs, Epsom salts, and minerals to temperature controlled pools. The bottom line, says Margulies, is that spas shouldn’t promise what they can’t deliver. On the other hand, if there is a therapeutic benefit to the client soaking in a warm pool filled with enough Epsom salts to allow them to float, does it matter that the water doesn’t come from the Dead Sea itself ? “If you go to a spa and when you come out of the spa you feel relaxed, you feel peaceful, you feel rejuvenated, well you know what, it’s a good effect,” Margulies says. Sante Spa Victoria in British Columbia features an outdoor therapeutic mineral pool that contains saline water to help draw lactic acid from clients’ aching muscles. The pool overlooks a mountain vista and provides a tranquil area where guests can unwind before and after their treatments, says Sante Spa director Jennifer Spencer.
At Spa Infinima, Pouliot says that the balneotherapy treatment is especially popular among their guests. It involves soaking in a large thermal tub in a fragrant mixture of powdered herbs in a variety of flavours. There is the Bain aux sels parfumés à la rose (rose-scented salt bath), the Bain lacté de Cléopâtre (Cleopatra’s milk bath) and their most requested, the Bain à l’eucalyptus (eucalyptus bath). The balneotherapy treatment can be packaged together with a body treatment, and preceded by a trip to the hammam. “I think people naturally gravitate to water therapies,” says Spencer. “History shows us that people have been using bathing rituals and mineral waters, and drinking mineral water to help with ailments, relaxation, and socializing [going] back to prehistoric times.” “I’m a big fan of Watsu,” says Robert Cass, cofounder of Spaformation, a salon and spa industry consulting firm. He describes the treatment as “an assisted in-water massage” and confesses he has nodded off in the middle of one. “Imagine your body going limp and somebody literally pulling you through water and moving your arms or your legs or your shoulders or your hips, and you’re floating,” Cass says. “Typically your face is out of the water, but once in a while they’ll say ‘OK we’re going to go underwater now’ and they’ll take you.” A BIG INVESTMENT Despite its demonstrable benefits, however, it can be expensive to install a dedicated Watsu pool, Cass says. This is a roadblock many
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He doesn’t get many clients coming to spas face when they cannot afford to THERE ARE MANY SPA him wanting to put in a hydrotherapy tub install the equipment necessary to TREATMENTS THAT these days, Cass says. Spas are mainly integrate water-based treatments. It’s INCORPORATE WATER IN looking to add outdoor and indoor pools to the difference between what a day spa SOME WAY, BUT AMONG THE MOST their infrastructure and exploring the operation can reasonably accomplish COVETED ARE NATURAL HOT therapeutic benefits of soaking in water of as opposed to a resort spa that has more varying temperatures. For some spas it’s money and space to work with. Then SPRINGS AND THE USE OF more cost-effective to add a water feature there is the challenge of communicating THERMAL MINERAL WATERS. like a fountain instead, something that the benefits of water-based treatments WHERE SPAS DO NOT HAVE provides the therapeutic benefits of water to the public. ACCESS TO NATURAL SPRINGS sounds without the costs of a fully “In the 90s and early 2000s the AND MINERAL-RICH functioning pool. whole idea of a hydrotherapy tub WATER SOURCES, seemed pretty sexy... but I think there’s SO IS A SPA STILL A SPA a whole bunch of hydrotherapy tubs THEY IMPROVISE. WITHOUT WATER? that either got mothballed or ripped out “I like to think anything is possible,” because the public [didn’t] necessarily Spencer says. “However I think it would be have an understanding of what those very difficult and unusual to create a spa experience without therapeutic benefits are and they weren’t willing to really pay for having water. Water is a necessity of life. It is a core principal of it,” Cass says. “I think [Nordic spas] like Le Scandinave, Le Nordik cleansing and bathing rituals and hydration that are fundamental Spa-Nature and such certainly helped people have a better to the spa experience.” understanding about water therapy.”
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The art of creatively conveying spa benefits to your client
BY CADI JORDAN 1. EDUCATION STARTS AT HOME There are a number of different ways to lay this out but the most important is for the client to hear the information directly from their spa. Be clear on what treatment they will be receiving and list the key benefits briefly before you get started so that they know what to expect. Clarifying at the beginning if they are there to relax or are wanting to address specific skin concerns is best. This allows you to gauge how much you will speak with them during your treatment.
he benefits of spa and wellness treatments can often be lost on spa goers. They may have come to relax and not engage in a lot of conversation. Their latest facial is the best one for them but the training protocol received by the aesthetician would be lost on them. Often, how a spa wants to get its message across isn’t how clients are receiving it. Really, it’s simple: spas want to enable their clients to get the best value out of their treatments and keep them coming back for more. Here are some tips to help spas leverage the art of creatively conveying spa treatment benefits to clients.
2. KEEP IT SIMPLE When in training for a specific treatment, aestheticians are given every detail and full protocol. This is not what spa goers need to hear. Words should be chosen carefully to ensure clear communication when delivering key points. When in training, it is important to ask the trainers how they would share key points so that the client will be best informed.
3. THE POWER OF PROPER FOLLOW UP At the end of your treatment, when guiding the client back to the relaxation lounge, is the perfect time to ask if it would be alright to give them a call or email in a couple of days to check in on the results of their treatment. Often the client will give a positive response. When on the call, the clients are usually happy to share feedback and receptive to further information. When this step is implemented in spas we see an increase in rebooking as well.
4. USE YOUR BLOG You may not have blog real estate yourself, however, the spa you work for should. As an aesthetician, spa practitioner or RMT, this is a way to showcase your expertise and provide quality information. It doesn’t have to be a novel. You can say a lot in 300 words! This content can then also be used in your spa’s newsletter to go directly to the client database.
5. LEVERAGE YOUR SOCIAL SPACE The power of social media is not going to go away! Social integration in all aspects of your facility should provide value to your clients. It takes time and strategy to find the best space for your business but never discount the power of a good tip on Twitter or engaging Facebook post.
The key really is to communicate mindfully, in less technical terms, to deliver quality information that will keep your clients coming back for more!
Cadi Jordan is an internationally respected social media & marketing strategist. Her forte is in training, coaching, and online management in the the spa, health, and wellness sectors. www. s pa inc .c a
in the know
Exercise and diet for the person living with
BY MORAG CURRIN Editorâ€™s note: Spas can play an important role in the well-being of people with cancer, diabetes, and other illnesses. Spa Inc. welcomes expert columnist Morag Currin who will share information and tips for providing safe, positive spa experiences. In this first column, the opportunities that exercise and diet offer people with cancer are explored.
xercise and diet are two essential components for a positive outcome for anyone who is going through cancer treatment and while recovering from cancer.
THE IMPORTANCE OF A PROPER EXERCISE REGIME Fatigue is often experienced from the various types of cancer treatment, irrespective of whether it is surgery, chemotherapy and/or radiation therapy or a combination of these. Clients should be encouraged to exercise â€“ even if this is a simple, leisurely walk. It may seem 22 S p a Inc. | Fall 2 015
in the know
A FORM OF EXERCISE WHICH IS VERY HELPFUL IS GENTLE YOGA OR PILATES. GENTLE STRETCHING AND MOVEMENTS ALLOW THE LYMPHATIC SYSTEM TO BE STIMULATED, WHICH FUNCTIONS AS PART OF THE BODY’S IMMUNE SYSTEM.
like an extreme effort to have to get moving, but most people will feel better after some form of exercise. So many people find it hard to visualise that exercise can be of benefit, and most see this as extremely hard work at a fast pace. People need to modify all exercise programs according to their energy level and how they are feeling. But to not exercise is worse for the patient, so limited, balanced exercise is important. Sleep can be evasive due to emotional issues in dealing with the disease, the treatment and outcome, or from medications, but by exercising daily, the patient will more than likely find that they are sleeping better than if they do not exercise at all. Another form of exercise which is very helpful is gentle yoga or pilates. Gentle stretching and movements allow the lymphatic system to be stimulated. No extreme stretches or positions are used, and mild exercise can also help stimulate the lymphatic system which functions as part of the body’s immune system. Any exercise needs to be done in a stable environment so the patient stays balanced and to lessen the risk of fractures.
THE IMPACT OF A HEALTHY DIET Linking food and good nutrition to overall health and appearance is important to most people today. It seems that everyone, from very young to mature, is very much aware of his or her appearance, even when not well. Diet during cancer treatment is very important, and should be ideally handled by a nutritionist who has experience in working with cancer. The body can become nutrient deficient when people lose their appetite, so it is important for good, nutritious foods to be eaten. The concern that arises for people that are immune suppressed can be the presence of bacteria found on fresh fruit and vegetables, so to circumvent that, the vegetables and fruit can be peeled. The client’s medical team does need to be aware of any food intake and supplemental intake during treatment, just to ensure that any selected foods and supplements are not causing contraindications to any medications. One very helpful food type that can be beneficial during cancer treatment are probiotics, and an easy-to-make option can be made for use in the spa in the form of a ‘ginger bug’ (fermented ginger, sugar and water mix). A small amount of this fermented mix can be mixed into water or other juice daily. Ginger can also help with nausea and vomiting. Other ingredients can be used in teas served in the spa such as green tea, and turmeric. Turmeric tea contains anti-inflammatory and anti-cancer agents, while green tea has great beneficial antioxidant benefits. However, as mentioned before, these ingredients need to be checked to ensure no conflict with medications. Medications and side effects from the disease can cause possible dehydration of the body and more specifically the skin. Drinking of water is necessary to ensure enzymatic functions are occurring in the body. Ultimately the combination of exercise and diet can contribute to a positive outcome, and an improvement to quality of life.
Company owner and educational professional of Oncology Training International (OTI) whose innovative concepts were designed to provide more advanced and comforting modalities of aesthetic treatments and care for patients undergoing cancer treatments.
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in the know
24 S p a Inc. | Fall 2 015
in the know
FACIAL OILS BY HERMIONE WILSON
fter a lifetime of being told to rinse their greasy faces, spa clients might be a bit perplexed when we encourage them to apply facial oils. There seems to be a proliferation of these unique products in the past few years, claiming to moisturize and cleanse at the same time, as well as stave off the appearance of advancing age. But just what is a facial oil? “It just refers to the base,” says Dr. Lisa Kellett of the DLK on Avenue dermatology clinic in Toronto. “The base is the oil but the oil can contain anything in it.” That could mean argan, rosehip, olive, jojoba or coconut oils, to name but a few. “[Facial oil] is a very ubiquitous term, so you have to try and figure out if people are talking about the base, or they’re talking about the active [ingredient], or they’re talking about essential oils,” Kellett says. Facial oil wasn’t always as popular as it is today. According to Babor’s Benjamin Simpson, the late 80s and early 90s was a strictly oil-free era. “Our brand was actually founded on a facial cleansing oil called HY-ÖL, which is still a really successful collection for us to this day,” says the executive director of marketing and public relations for the professional skin care brand. Babor’s HY-ÖL product, patented in the late 1950s, is made with pure vegetable oil and Quillaia extract that acts as a dirt magnet for an intense cleansing experience. “You apply the product to dry skin and you massage it in without water,” Simpson says. “On top of that you use our second step in the bi-phase cleansing method called phytoactives.” When looking for the right facial oil cleanser, Simpson suggests looking for something water soluble to cleanse the
skin without clogging or weighing it down. Kellett suggests facial oils are best used to prevent transepidermal water loss in the skin, something that adult patients with dry skin could benefit from. These clients would typically be older adults who have decreased sebaceous gland activity, Kellett says. The sebaceous glands are oil glands on the skin that secrete natural sebum. As you get older the activity of the gland slows, causing skin to be drier and flakier. Clients who find that their skin is drier in certain seasons might be good candidates for facial oils. Kellett cautions, however, that not all facial oils are right for all patients and still other patients should be avoiding oils altogether, such as those who are prone to acne, exzema, or dermatitis. Some oils, like eucalyptus and Vitamin C oil, can be irritating to the skin and are best confined to use on the less sensitive skin of the body, the dermatologist says. “[Spas] should be looking for an oil that is non-irritating and can be used by more mature patients,” Kellett says. “You just have to make sure you’re using the right product for the right patient.”
1. P HYTOMER ROSÉE SOIN Radiance Replenishing Oil www.phytomer.fr/en 2. BABOR Glow Booster Bi-Phase Ampoule www.ca.babor.com 3. FLEUR’S Wrinkle Elixir Serum with Essential Oils www.fleur-s/com/en 4. R DEVINE Skincare Sacred Balance Purifying Facial Serum www.rdevineskincare.com 5. NUWORLD BOTANICALS Face Oils www.nuworldbotanicals.com
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THANK YOU EVENING SPONSORS
We would like to thank the following sponsors and donors for helping to make the 28th Annual Crystal Ball a tremendous success! Their continued support allows Reach for the Rainbow to provide integrated recreational opportunities to close to 600 children and youth with disabilities at partner camps across Ontario each year. For more information please visit thecrystalball.ca and reachfortherainbow.ca
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All proceeds from the Crystal Ball support the childrenâ€™s charity Reach for the Rainbow and its mandate to develop and promote integrated opportunities across Ontario for children and youth with disabilities. www.reachfortherainbow.ca Charitable Registration # 11911 1748 RR0001
fresh & new
TWINLUXE Anti-Aging SPF Moisturizer A luxury skin care line that usually caters to men, Twinluxe has launched a unisex anti-aging product that utilizes new stem cell technology. The moisturizer contains high levels of antioxidants. The product mitigates skin cell damage and aids in the building of new cells. The moisturizer is fragrance and paraben-free. www.twinluxe.com
BIO SCULPTURE CANADA Beauty of Perfection Inspired by the dark romanticism of the winter season, BIO SCULPTURE GELâ€™s Romantic Gothic Collection for Fall/ Winter 2015 follows the life cycle of a rose, from birth, to beauty to beautiful decay. The rich Beauty of Perfection shade is meant to represent the rose in full bloom with its deep purple and mulberry tones. www.biosculpturenails.com/en
MONKEY COSMETICS >> CHEEKY You Can Never Be Too Rich Body Scrub and Body Butter
Made of naturally sourced, eco-certified, and organic ingredients, Cheeky Monkey Cosmetics presents its new You Can Never Be Too Rich body scrub and body butter. Keeping beauty responsible, Cheeky Monkey ups its game with its range of fun products. Scented with essential oils from pink grapefruit, Seville orange, and vanilla flower, these products soften and hydrate for smooth and supple skin. www.cheekymonkeycosmetics.com
MIRABELLA BEAUTY Colour Luxe Lip Gloss Add a glossy, luminous finish to the lips with Mirabella Beautyâ€™s new Colour Luxe Lip Gloss. Intense in hydration and shine, the range comes in three playful colours that flatter all skin types. Enriched with Tahitian Monoi oil, Jojoba oil, pomegranate extract, and vitamins C and E, these glosses look good and feel good, protecting and treating the lips. www.mirabellabeauty.com
ZSS SKINCARE Skin Systems ZSS SKINCARE Skin Systems series is a two-strand skincare method that combines a topical facial serum with a 30-day supply of natural supplements. The key ingredient is Zeaxanthin, an antioxidant extracted from paprika peppers which protects skin against environmental stressors, keeps skin hydrated, and encourages cell renewal. www.zss-skincare.com
BEAUTY THROUGH BALANCE Organic Acai Berry Anti-Oxidant Body Wrap The new Body Wrap Treatment targets dry, damaged, and mature skin. The Acai Whipped Body Polish and Acai Anti-Oxidant Emulsion uses products to nourish skin and restore moisture levels, treating signs of aging and improving skin texture. Active ingredients including sustainably harvested organic Capuaci butter and organic Acai berries from the Amazon Rainforest work hand in hand with pure essential oils to leave skin smooth and supple. www.beautythroughbalance.ca
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FACE CANCER WITH CONFIDENCE Cancer and its treatment can take a toll on your appearance. A FREE LOOK GOOD FEEL BETTER WORKSHOP can help you look and feel more like yourself. This two-hour workshop is open to women facing ALL types of cancer and ALL types of treatment. You’ll learn about: • Cosmetic hygiene • Skin care • Hair alternatives
• Cosmetics • Sun care • Nail care
Beyond the practical benefits, you’ll receive warm support and guidance from our expert volunteers and connect with other women facing cancer. You’ll also take home a complimentary kit of cosmetics and skin care products to help you face cancer with confidence. LOOKGOODFEELBETTER.CA 1.800.914.5665 For more information and support visit our online community at FacingCancer.ca
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Look Good FeeL Bet ter is a proGram oF the Canadian CosmetiC, toiLetry and FraGranCe assoCiation Foundation | reGistered Charit y n o 13374 0316 rr0001
ournalist, playwright, author, songwriter, MuchMusic VJ. Erica Ehm has worn many hats in her life, but none more challenging than Mom. As a new mother, Erica realized that a lot of media geared toward her demographic tended to ignore the well-being of the mother and focus on that of the child. Deciding to fill this gap, Ehm created Yummy Mummy Club, now Canada’s largest independently owned online magazine. The magazine covers topics as diverse as pop culture, nutrition, book reviews, parenting advice, and of course, wellness.
WHAT WELLNESS CONCERNS DO CANADIAN MOTHERS HAVE THAT YOU ADDRESS IN THE MAGAZINE? We just did a whole survey on stress and sleep. Canadian moms are stressed out and sleep-deprived, so a lot of the wellness comes from that basis. So we talk about how to find time in the day for yourself, why you need find time in the day for yourself. The idea of guilt-free self care is essential because if you don’t take care of yourself, you won’t be there for your family. AS A BUSY WORKING MOTHER, HOW DO YOU DEAL WITH YOUR OWN WELLNESS CHALLENGES? I bought classes at a place called Ferris360. They have really smart Tabata classes [high-intensity interval training] and I schedule them into my Gmail calendar so that I make it a priority to go on Tuesdays and Saturdays. And I’m also conscious of keeping up with my health. So yesterday I had my mammogram and I had a bone density test and I got my blood tested. I’m trying to make time to make sure that I stay healthy. Being a martyr is not a good thing. I believe that there is a whole way of thinking [like a] Mummy Martyr where you put yourself last all the time and it’s going to catch up to – well it caught up to me – and then you burn out. It’s essential that we carve out time for ourselves. WHAT ABOUT BEAUTY CONCERNS? I really deeply believe that beauty comes from within. I have so many friends who don’t wear a stitch of makeup and they just shine because they’re healthy, they’re passionate, they’re inspired. They really embody to me what beauty is. I also do believe though that you do need to take care of yourself. I use Dermalogica skincare products; I’ve been using them for years and years. I invest in my skin because if you screw up your skin, you’re in trouble. Having said that, I would never spend money on Botox or any other age-defying [treatment]. I believe in embracing your beauty and aging gracefully. HAVE YOU EVER BEEN ABLE TO SNEAK OFF TO THE SPA? Yes of course, I absolutely have and do. When I was really stressed out in January and February, my mom sent me to the [Miraj Hammam Spa at Toronto’s Shangri-la Hotel] with my sister and we had a really nice massage and then we sat in their little post treatment room and drank fancy teas and had little snacks and giggled and just chilled out. It was like medicine to me.
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