Spa Inc. Spring 2020

SPRING 2020

CANADA’S SPA CONNECTION

A Time to KEEPING THE FAITH Business survival tips & expert advice

Reflect THE SPA

INDUSTRY TAKES A PAUSE

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contents

spa news

Changing regulations and expanded online resources to help navigate the “new normal”

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We asked some of Canada’s top spa professionals how they’re dealing with these trying times

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in the know

Relaunching your business in a whole new world

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spa business

Value-added services are a simple strategy to attract new customers

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The long history of hydrotherapy, and its therapeutic benefits for spa and self-care

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spa light

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science of the spa

fresh & new

Innovative products, retail offerings and equipment to set your spa apart from the rest

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spa star

Eveline Charles started with a two-chair salon in Alberta, and now runs a multimilliondollar business

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24 21 Cover photo: The Northern Lights Resort and Spa, Yukon

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between us SPRING 2020

Innovation Under Pressure O

wning and operating a business requires many resources, but besides financial means, an entrepreneur needs bravery, ingenuity and resilience. No doubt many of our readers are feeling tapped out in these areas right now, as the coronavirus pandemic continues to disrupt our lives.

Just a few months ago, “flattening the curve” was an unfamiliar phrase to many of us.

The impacts of COVID-19 are still unfolding, but for the spa industry (and many others), business will never be the same. That doesn’t need to be a gloom-and-doom statement, although we know many businesses are struggling to stay afloat or have already made the difficult decision to suspend operations indefinitely. As a familyowned small business, the publishers of Spa Inc. fully understand the challenges that we’re facing together.

It’s a bit of a cliché, but an end is a new beginning. This is a time for creative thinking, proactive solutions and teamwork. Spa Inc. is part of your team, so the focus of this edition is simple ways to boost business, from treatments and products to strategies for success. We spoke with industry insiders about how they’re coping, and how to plan for the future. For our upcoming Summer issue, we’ll continue to share the ways that spa businesses can thrive under these unusual circumstances.

As we look forward to resuming the pre-COVID pace of life, this is a time for rethinking every aspect of business. For spas, this is a gamechanger that is reshaping our ideas of what works – everything from customer capacity to daily cleaning tasks are being reevaluated. Often it isn’t easy, but by tackling an obstacle you can sometimes end up in a better place.

Although we might long for “the way things were,” this is an opportunity for improvement – and even, innovation.

We hope you’ll continue to join us in this journey – Popi Bowman and please, stay healthy, happy and safe!

MANAGING EDITOR

Check us out online @SpaIncMag

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ISSN 1710 -1727 Volume 17, Number 1

Publisher Susan A. Browne sbrowne@dvtail.com

Managing Popi Bowman Editor pbowman@dvtail.com Art Katrina Teimo Director kteimo@dvtail.com

Contributors

Wendy Helfenbaum Robert Cass Jana Manolakos Vivienne O’Keeffe

Senior Account Edith Dhillon Executive edith@SpaInc.ca 905.707.3525

Director Stephanie Wilson of Marketing swilson@dvtail.com

Production Crystal Himes Manager chimes@dvtail.com

Published four times a year by: Dovetail Communications Inc. President: Susan A. Browne Tel: 905.886.6640 Fax: 905.886.6615 Email: general@dvtail.com SUBSCRIPTIONS AND RETURNS 30 East Beaver Creek Rd, Suite 202 Richmond Hill, Ontario L4B 1J2 PUBLICATIONS MAIL AGREEMENT NO. 40026342 Legal Deposit – National Library of Canada. All rights reserved.

No portion of this publication may be reproduced, in all or in part, without the written permission of the publisher. Dovetail Communications Inc. cannot be held responsible for any losses or other damages incurred by readers in reliance on information appearing in Spa Inc. Spa Inc. and Dovetail Communications Inc. do not assume any responsibility for the contents of any advertisement and any and all representations or warranties made in such advertising.

Spa Inc. will review unsolicited submissions (hard copy or digital texts, photos or illustrations) for editorial consideration but does not guarantee their publication. The submitted material may be used without consent or payment.

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spa news

Change sweeps across the industry Of all the headlines over the past few months, one topic has dominated the news: COVID-19. The pandemic’s impact has been changing almost daily – for businesses, extended closures are gradually being lifted, although not as quickly as we hoped.

Caution is the best policy for any industry that has close contact with its customers, but a spa is in a particularly challenging spot when it comes to managing hygiene, social distancing and customer “flow” – where once a room could be full of people, we need to reevaluate how we use space and how many customers can be accommodated safely. Fire codes and health regulations have been concerned with these issues for decades, but only now are we forced to consider the logistics of a highly contagious disease as it impacts the way we do business. Unfortunately, there is still much to learn about this virus and how it spreads, so guidelines are under development and may be subject to change.

Here’s a good place to start: ISPA (experienceispa.com) offers a comprehensive set of resources, including a reopening toolkit, hygiene guidelines and customizable templates for signage. Its most recent Snapshot Survey (April 2020) shows the impact of this pandemic, including some interesting facts:

67 percent of spas did not have a confirmed reopening date; The key facts a spa worker should know are: The coronavirus has been found living on surfaces for many days, and can be airborne for several hours. If they are asymptomatic, those who are infected may not be aware they are spreading the virus, and scientists are still working to determine why some people are less affected than others. In some cases, the virus has reappeared in a “cured” patient.

Social distancing is preventative, but it is not a guarantee against transmission. Most likely, wearing masks will be a courtesy, or even a requirement, for an indefinite time – possibly, permanently.

Spa Inc. will continue to share resources and updates both here and online, to ensure each spa has a “battle plan” for tackling this new challenge. Working with Leading Spas of Canada and other valued partners, we’ll share information to help your business survive, and thrive.

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78 percent of businesses said the virus had “significant impact” on their operations; 37 percent delayed a product launch; 59 percent launched educational webinars.

ISPA provides many suggestions to streamline the process of reopening. Touchless payment options, complimentary masks and gloves, face shields and other measures are among the changes that spas are implementing. According to ISPA, for example, air in a sauna should be refreshed seven to 10 times an hour, and air in a steam room should be refreshed six times an hour; also, product testers should be removed from retail areas.

Countless other resources are available online, including an explosion of webinars by many of our favourite spas and brands.

For more updates, visit SpaInc.ca and subscribe to our e-newsletter (six yearly, featuring industry news and events).

spa light

Keeping the Faith Spa directors share how they’re navigating the pandemic

B Y W E N DY H E L F E N BAU M

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hortly after the World Health Organization declared COVID-19 a global pandemic on March 11, spas across Canada began closing down one by one. After all, how can an industry based on human touch operate without significant upheaval in our “new normal” of physical distancing? As appointments were abruptly cancelled, revenue disappeared in an instant, and spa owners and directors have faced unprecedented challenges.

Here’s how some of them are handling the crisis, and using this time to focus on the future.

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spa light GETTING THROUGH THE ROUGHEST TIMES As government guidelines required immediate shutdowns, the spa industry was suddenly thrown into uncharted territory, says Vivienne O’Keeffe, president of Spa Profits Consulting in Vancouver (and frequent Spa Inc. contributor).

“Many people in our industry were shocked and are still frozen in fear; they don’t think the sun is ever going to come up,” she admits.

For weeks, and then months, as economic stimulus information changed daily, spa owners grappled with their new reality.

“Our biggest issue is making rent and equipment payments when insurance isn’t covering any business interruption and we have no revenues right now; we are all in trouble and many businesses may not reopen,” says Alethea Austin, co-founder and CEO of Achieve Wellness Spa in Fort McMurray, Alberta.

Being forced to lay off employees without knowing if or when they could return was gut-wrenching, adds Julie Simcox, director of The Spa at Langdon Hall in Cambridge, Ontario.

“Laying off our staff of 50 was probably the most difficult and emotional part of this whole crisis. We’re more than just colleagues; we are a family,” she says.

Elena Zinchenko, president of Leading Spas of Canada and spa director of Ten Spa at the Fort Garry Hotel in Winnipeg, quickly realized her spa’s entire digital presence had to be overhauled to reflect the current situation.

“The hardest thing was to revamp the business in a very short time, because normal business tools no longer worked,” she says, citing the spa’s trademark luxurious gift card packaging, which was no longer an option after her entire staff was laid off. Zinchenko added an e-gift card option instead, and started filling online shop orders herself.

OPENING CHANNELS OF COMMUNICATION Reaching out to clients and finding ways to staying in touch is crucial, Austin advises: “We’re emailing and thanking them, letting them know they can support us through online e-gift card sales for future use, when we all will need it in the future.”

Simcox adds that it’s more important than ever to stay connected with guests. “We contacted all of our upcoming appointments by email and phone about postponing their treatments,” she says.

Whether you’re sending out regular newsletters or e-blasts, or posting encouraging words, wellness tips and how-to videos on your social media channels, people will remember your efforts to engage with them, adds O’Keeffe. “This is the time to bring more value to your clients, and give them strategies to deal with the situation. It’s the innovators who will come out of this stronger, not the operators who have gone silent,” she says.

“Now is the time to really cement that personalized relationship and build the trust with your clientele while staying committed to your brand message, because they’re looking for hope.”

When preparing your next blog post, email blast or Instagram story, be mindful about what your readers might be experiencing emotionally; many have lost their jobs or could be overwhelmed juggling remote work and homeschooling, so avoid pushing products, cautions O’Keeffe.

“People need hope and encouragement right now,” she says.

“Stress levels are very high, so when you're communicating on social media, bring them ideas that might help ease the pressure in their life. Then, you can open the door to the natural progression of replenishing their moisturizer or cleanser.”

“Whether you’re sending out regular newsletters or e-blasts, or posting encouraging words, wellness tips and how-to videos on your social media channels, people will remember your efforts to engage with them.”

– Vivienne O’Keeffe, president, Spa Profits Consulting

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spa light

“In difficult times, it’s the hope of better times ahead that speaks to everyone, so we’re sharing photos of people enjoying the spa and our chefs cooking, so clients will look forward to coming back to the spa.”

– Denis Laframboise, president, BALNÉA Spa and Thermal Reserve

This is also a great opportunity to remind guests that you’re eager to see them when your business reopens, says Zinchenko, who created Instagram stories introducing staff members and using photos of them at the spa.

“I want to remind customers of their great spa memories that they can hold onto until we reopen, and I’m also checking in on them through social media to ask how they’re doing,” she says. “We get all kinds of skincare questions, so I communicate with them and keep it personal.”

ADDING VALUE WITH VIRTUAL CONTENT In addition to developing webinars and other digital content for clients, consider tapping into marketing materials you already have and repurposing them, suggests Denis Laframboise, president of BALNÉA Spa and Thermal Reserve, in Bromont, Quebec.

“Our business is to take care of clients physically, so in times like this where that’s not possible, we cannot be absent from their minds,” he says. “People are at home with their families, and some are experiencing hardships. For us, it was out of the question to sell them things, so we found a way to engage with them using structured messages.”

Laframboise’s team is sharing playlists, recipes and wellness tips, all designed to help people feel good. Weekly wellness goals are pushed out through social media channels and email blasts.

Laframboise’s team repurposed existing content, including a 21-day vitality challenge, and added a few new elements, including a contest.

“These initiatives have definitely activated our platform, and we’ve had the most feedback about our playlists,” says Laframboise.

“In difficult times, it’s the hope of better times ahead that speaks to everyone, so we’re sharing photos of people enjoying the spa and

our chefs cooking, so clients will look forward to coming back to the spa.”

Simcox shares resources that focus on mental health during a time of isolation, such as meditation and yoga apps. “We’re also working on tips for performing home facials, and started a new program with our partner Valmont that allows our clients to replenish their products and get them delivered straight to their door,” she says.

STAY IN TOUCH WITH STAFF Don’t forget about your employees, who are likely feeling especially low and uncertain about their futures, adds Zinchenko, who communicates regularly with her staff via email groups. Simcox created a private Facebook group where employees share photos and words of encouragement.

“It’s been a great tool to keep us feeling connected as a family, and we’re also helping staff decipher the numerous government announcements and what they mean to them and their families,” she says. “Our HR department is available by phone or email to assist any staff member with questions or concerns, and we’re also reminding our staff about our Employee Assistance Program, which is free for all staff and their families. We look forward to rehiring all our staff back but in the meantime, don’t let the lines go silent.”

Providing support goes a long way in these challenging times, adds O’Keeffe, who suggests paying special attention to staff who are in crisis. “This where spa directors have an opportunity to step up to the plate and be leaders,” she says. “It's important to reach out one-on-one, as some people may be really struggling, and you can refer them to the appropriate channel, such as your health benefit plan. And if you can, I would strongly recommend retaining your

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spa light operations and guest amenities operations. We’re all looking for ways to save money, be more efficient and make our businesses better. Don’t just sit and wait.”

“Strengthen those areas of your business you never had time to do before: Organize your office system, rethink your front desk operations and guest amenities operations.”

– Vivienne O’Keeffe, president, Spa Profits Consulting

key personnel and give them broad projects, whether it’s ecommerce, a newsletter or videos if you don’t have time to do it yourself.”

ADOPTING A POSITIVE OUTLOOK O’Keeffe advises spa owners and directors to view this difficult period as a time to up your game. “Every crisis holds the seeds of opportunity, and industry innovators see it as a time to strengthen, organize and do projects that they haven't had the bandwidth to do earlier,” she says.

“You now have the time to get the expertise, and psychologically, people are much more apt to listen to experts that really know what they’re doing. I think we’re going to see a whole shift in consciousness. You can choose to put your head in the sand until everybody goes back to work, or you can be proactive and get ready.”

For spas that have not updated their policies and procedures recently, now’s the chance to boost training plans and improve operational protocols, adds O’Keeffe.

“Strengthen those areas of your business you never had time to do before: Organize your office system, rethink your front desk

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PUSHING FOR INCREASED HYGIENE AND INFECTION CONTROL The COVID-19 crisis is taking the need for best practices in sanitation to the next level. “People are going to be very cognizant, and they’re going to want to see that you are taking responsibility for active infection control in your facility,” O’Keeffe notes.

Highlighting specific new infection control measures you’ve put in place to ensure safety is another way to reach out to customers.

For example, providing information that describes how instruments, treatment rooms and shared surfaces are constantly sterilized between guests will help instill renewed confidence in your wellness centre, and encourage clients to visit upon reopening.

“As a Quality Assured spa, sanitization was always very important to us,” says Austin. “We will keep up our very stringent cleaning and sanitization protocols, and will implement hourly surface cleaning of frequently touched surfaces such as pin pads and door handles.” Additional areas that should now be regularly sanitized include the front desk, credit card machine, computer keyboards, phones and common area surfaces.

“Hygiene has always been a priority for us; we have a team of seven people cleaning every day, disinfecting the sauna, beanbags, bathrooms and all surfaces,” says Laframboise.

Simcox, a board member for Leading Spas of Canada, adds that her spa takes infection control very seriously, and works with public health inspectors to develop protocols.

“We make sure all porous items – like buffers, nail and foot files – are disposable and not reused,” she explains. “The bottle of nail polish even goes home with the client and each staff member owns multiple sets of implements, so there is no rushing through the cleaning in between appointments.”

Simcox adds that further discussions regarding the Quality Assurance Program will be discussed in the coming months, with new routines arising based on best practices to ensure guest and staff safety.

MAKING UP FOR LOST TIME Spa owners may be concerned that guests will lose the joy of going to the spa like people temporarily lost the joy of flying after 9/11, says Laframboise. “We have no crystal ball and no idea if this situation will change individual behaviour to the point of not wanting to be close to 10 other people in a spa,” he admits.

It could even feel as if you’re opening a whole new business, but with missed birthdays, holidays and other special occasions, spagoers will be looking to make up for lost time, so help them by offering content and promotions that cater to this emotion, suggests O’Keeffe. “The spa industry has weathered many, many storms and we need to pull back on that as a foundation,” she says.

“We are resilient, and we will get through this.”

in the know

Relaunching Your Business in a Whole New World B Y R O B E RT CA S S

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he world has changed, and so have all the rules that governed your business and decision making. To return to a position of strength after the concerns over COVID-19 are subdued, your choices right now will dictate your level of success.

A NEW WAY OF THINKING It is not easy to do, but suspend everything you know. Your past experiences and decisions were based on a different world. Before you decide that you want to return to “normal,” consider this time as an opportunity to be different, and better, than you were before.

Whether it be operations, marketing, finance or human resources, be careful to take in all the information you can, and layer in what you see in the spa world today, before you go back to

the “usual.” With so many variables, help keep your head straight by building a checklist of items to do and tackle them one at a time.

GET THE WORD OUT Although you may not be marking your reopening with a ribboncutting ceremony (or maybe you will?), it’s a great idea to advertise to both your loyal and prospective clients when and how you will be reopening after the temporary closures.

Social media announcements and store-front signage captures your community’s attention, and they are the two leading ways that spas can announce reopening. You will be working in a postpandemic world, where businesses will function under a new normal; consider safety and cleanliness to be your new niche and talking point!

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in the know

Even before you open your doors, send a memo, have a Zoom meeting and start educating your returning employees, to let them know what’s been done to keep everyone safe. Clearly outline what you will be doing on an ongoing basis and let them know what you ask of them. Safety is in the forefront of everyone’s mind, and it is up to you to retain your star employees, keeping them healthy and making your guests feel secure and comfortable.

Let your vendors, partners and third-party partners know your reopening timeline.

Here are some quick suggestions before reopening your spa: • Inspect your inventory and purchase personal protective equipment (PPE) for all employees and guests. Face masks, nitrile gloves, disinfectant, safety glasses or face shields, Plexiglas barriers at reception? Check with your local municipality on what PPE is required.

• Personally, call your top 50-100 loyal clients to let them know when you’re opening. Although you do not want to attract a crowd, you do want to line up a steady stream of revenue.

• Consider how you will incorporate the cost of the new PPE into your cash flow and bottom line. You cannot expect to simply cover this cost. Will you have a blanket increase to all prices, or select the menu items with the biggest impact? Most often we see and recommend a price increase to all menu items so you can be sure this new cost for cleaning and PPE is covered, and in case there are more regulations coming in the future, that cost also can be absorbed.

• Create specific protocols and visual guides for social distancing, i.e. floor decals. Make it easy for your guests to know what’s expected of them, and your team.

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• Hang posters outlining sanitation schedules and routines.

• Distribute cleaning supplies to all treatment rooms.

• Temporarily eliminate the use of the waiting/lobby room and greet each guest at the front door to escort them to a treatment room while waiting for services. Your occupancy limits are based on spacing requirements, which means you should not allow inside waiting by friends or family members.

• Send new intake forms (screening questionnaire) to guests 24 hours before service for entry into the spa. Ideally this can be done in an automated fashion with your POS software. Ensure that no walk-in appointments are permitted.

• Have guests change in the treatment rooms and offer plastic bags/bins for guests to place belongings in. Reassure guests that the room was sanitized especially for their treatment.

• Stagger shifts and appointment times to allow for more social distancing.

• Allow for a limited supply of basic facial products in treatment room. This will limit the number of service providers in the dispensary. To help with appropriate product dispensing, place product in souffle cups and have a small stock in each treatment room of dispensed products.

• Use waxing table paper on your facial cart and place products on that paper for easy disposal. Use disposable implements when possible for waxing and skincare services.

• Temporarily suspend any beverage services.

• Wash all spa linens (including blankets) after each treatment.

• Mandate all providers to wear masks, facial shields and gloves for all services. Check your state or provincial regulations for what PPE is required.

• Utilize a rebooking service provider while the guest is in the

in the know chair/treatment room, to streamline the flow of traffic.

• Disinfect and sanitize all surfaces after use, including the plastic bin that held clothing, facial machine and handheld devices.

Sterilize mask brushes and facial dishes in autoclave.

• Discuss retail recommendations at the conclusion of a service.

Confirm products and place into retail bag to have it waiting at the front desk for check out.

• Place any sample packets in a plastic bag for guests to take with them.

• Consider making changes to payment processes. Encourage touchless payment, gift cards or e-transfers to avoid handling cash. Most merchant providers have increased tap limits, so take advantage of the higher limit.

• Be sure to mention all the precautions you’re taking to your guests, and ask them to tell friends and family about your reopening.

•Identify a way to thank loyal customers for returning to the spa.

Equally important in reopening after this pandemic lockdown is patience. Many people haven’t left their homes in months; they

A

Trusted Resource Savvy Spa Consumers for

may be ecstatic or grumpy, or anything in between. The “new normal” is another change which we all need to adapt to.

Employees may have difficulty getting back into a work routine, especially one that has been altered so dramatically. Patience with your coworkers is crucial during reopening, and you can anticipate that mistakes will be made. Emotions still need to balance out.

Emphasize your best smile, communicate often and remain committed to continuous improvement.

We can all do our part to prevent the spread of illness in our community while keeping the economy going. You’ve got this!

Robert Cass is the CEO of Spaformation, a leading consulting, marketing and training advisor to the spa and salon industry. Robert has led award-winning properties including multiple recipients of Canada’s 50 Best Managed Private Companies award, and he was a founder, director and vice president of Premier Spas of Ontario.

Introducing the 2020 Directory

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spa business

Value Added

S I M P L E , E F F E C T I V E WAYS TO E N H A N C E YO U R B U S I N E S S O F F E R I N G S

Willow Stream Spa at the Fairmont Empress Hotel, B.C. 16 S p a Inc. | Spri n g 2 02 0

spa business

B Y JA NA M A N O L A KO S

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efore COVID-19 upended the industry, all types of spas were thriving in Canada, riding a swelling wave of consumer interest in health and wellness. To remain relevant in this rolling ocean of competition, especially during uncertain times, spa owners need to focus on expanding value for their clients. Many spas have seen an immediate uptick in revenue after making a few small changes to their business, which can be as simple as adding a new service or putting a “perks” plan into place.

The Spa Four Seasons, Montreal

Dol-as Spa at Fox Harb’r Resort, Nova Scotia

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spa business

Mia Mackman, managing director at HVS Spa & Wellness Consulting, explains, “While skincare and massage services make up the majority of traditional treatments, as an industry, it’s time to raise the bar when it comes to solely offering conventional amenities and services.” She notes that some powerful options are programs that support personal development and transformation, such as alternative therapies and healthy living strategies – services built around mind, body and spirituality. “Altogether these aspects are fixed to the fervour surrounding well-being. They also epitomize new opportunities for growth,” Mackman says.

A holistic approach was embraced by one of Canada’s awardwinning hotel spas, Willow Stream Spa at the Fairmont Empress Hotel in Victoria, B.C. The spa features acclaimed skincare products, including Kerstin Florian’s botanical-based luxury line. “Willow Stream Spa curated an entire wellness menu of While skincare and treatments and signature massage services make experiences, and up the majority of complements those with exceptional luxurytraditional treatments, focused service,” explains as an industry, it’s time spa director Jordan Daw. Customizing spa to raise the bar when it treatments by using comes to solely offering unique natural and local conventional amenities ingredients enhances the customer experience, a and services. technique that spas like Willow Stream leverage – Mia Mackman, managing director, to set themselves apart.

HVS Spa & Wellness Consulting Daw explains, “Bespoke offerings that include a body treatment that uses fresh seaweeds from the nearby Salish Sea, and facials that include organic honey from the hotel’s hives, cannot be replicated anywhere else.”

One of the leading factors in creating spa success is offering a unique experience. The Spa Four Seasons Montreal, located in the heart of downtown’s Golden Square Mile, is an exclusive and intimate haven, where guests are immersed in peace and serenity.

Its customized treatments include the only Kneipp Hydrotherapy facility in Canada (you can read more about Kneipp in “Science of the Spa”), involving a walk over polished stones to massage acupressure points on the foot, with an interplay of hot and cold water on the skin.

Experts suggest that when spas are considering introducing new add-ons, understanding your client profile is key; for example, hotel spas in big city centres cater to distinctly different guests than resort or destination spas.

Dol-as Spa has the advantage of being located at Fox Harb’r Resort in Nova Scotia, famous for its stunning golf course and fivestar accommodations. The spa offers traditional services and 18 S pa Inc. | Spri n g 2 02 0

Le Monastère des Augustines, Quebec

The Northern Lights Resort and Spa, Yukon

spa business

top tips

Add-Ons With Value To attract customers with new offerings, you don’t need to spend a lot of money.

Simply thinking out of the box can go a long way. Some ideas to consider: LUXURIOUS DETAILS: Anointing the feet is a long-held ritual in many cultures to begin or end a treatment, considered to be an act of gratitude. Adorning the footbath with flower petals or herbs while offering a soothing drink can set a welcoming tone for clients.

PACKAGE DEALS & PROFITABLE PARTNERSHIPS: Often, it can be a good idea to seek part-time “partners” who can provide some of the services you’d like to offer.

Even having a specialist visit one day a week can transform your business; it might even become one of your most popular services. Package deals also can be attractive, whether it’s a loyalty discount, “bulk” rate (for larger purchases), gift sets or a coupon for other services – perhaps a local restaurant that could use some promotional help.

HEALTHY & INDULGENT TREATS: Many clients love health-conscious beverages, from herbal teas to citrus-infused water and blender beverages with nutritional supplements. Some spas, like Toronto’s Majesty’s Pleasure, take it a step further by mixing “fun and beauty” with a great drink – from hydrating wellness beverages to antioxidant shakes, all the way to prosecco and signature cocktails.

CONCIERGE SERVICES: Many spas partner with local businesses to provide discounts and package deals, but Ste. Anne’s Spa is the only destination spa in Canada that coordinates round-trip train transportation, and a shuttle to and from the station, so clients can begin relaxing before they arrive.

FAMILY-FRIENDLY FACILITIES: Day care is offered at Alberta’s Kananaskis Nordic Spa, which features more than 50,000 sq.ft. of outdoor pools, a steam cabin, saunas and even winterized hammocks. Being on the grounds of the Pomeroy Lodge Kananaskis means guests can stay a few nights and take advantage of complimentary childcare services, since only adults are allowed spa entry.

PACKAGE DEALS: Healthy combos are the latest rage among North American spas, and the Kingfisher Oceanside Resort & Spa in Royston, B.C., complements its ocean-inspired treatments with yoga classes, a fitness room and personal trainer. If a yoga instructor is out of your budget, consider providing a selection of videos, equipment or other wellness resources your guests can enjoy; include helpful links to online resources on your website.

GOOD VIBES: Relaxing music can help to set your spa apart, and can be as simple as streaming selected music online. Rebecca Lester at Soul 7 Mindful Healing Technologies, in Toronto, takes it a step further; she believes the energy from the Earth’s frequency travels into our bodies and encourages our cells to vibrate at the same rate. At Soul 7, treatments for sleep, stress release or energy are delivered via pulsed electromagnetic field therapy (PEMF) machines that mimic the frequency of these vibrations. PEMF techniques vary; sometimes a machine emits vibrations into the air or the bed itself vibrates while the user listens to rhythmic pulses and tones through headphones.

ANCIENT TECHNIQUES: Colour therapy, or chromotherapy, is the science of using visible spectrum (colours) to promote natural healing. It works by using the vibrations that are given off by colours and matching them to similar vibrations in the human body, creating an internal energy balance. At Toronto’s Novo Spa, colour therapy is a prominent factor in its services. Augmenting a full menu of treatments, the spa offers signature holistic body treatments inspired by ancient traditions, delivered in a unique steam and colour therapy cabin.

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Hammam Spa by Céla, Toronto

treatments, but it also caters directly to its clients – most of whom come into the spa after a day at the links. “We designed specific massage treatments to reach our sportier guests. Our GolFORE’s massage helps avid golfers release tension in the hands, forearms and lower back. Our Fox Harb’r Foot Ritual is a very unique, 20-minute treatment for our golfers; relieving tired feet and lower legs with a jetted foot soak, soothing foot balm and massage.

This is ideal for anyone, especially the golfer that wants to get in another nine holes,” says spa director Joann Patriquin. She notes that reflexology, a more recent addition to the spa’s menu, is offered as both a standalone service or as an add-on. “Our feet reach every part of our body; it rebalances our nervous system, dissipates tension and stress that can be held in our feet,” Patriquin explains.

Dol-as Spa is also launching a new foot treatment this year, the Soothing Stone Pedicure, which some spa guests have likened to a

GET PLUGGED IN The digital age has opened up new avenues for boosting customer value. According to ISPA, Canada’s spa industry is increasingly using mobile apps to leverage personalization. Wellness apps and wearable devices that monitor sodium intake, daily fitness routines and eating habits are taking their place in the value chain.

For instance, at www.sodium101.ca, there’s an app for iPhone and iPad that tells you how much sodium is in foods and tracks your consumption. Canada’s ResortSuite offers software that includes a personalization module to track client preferences.

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full massage after a pedicure. A foot soak, exfoliation, a hydrating masque and basalt stone placement relax tension and stress through the foot and lower leg.

Customers clearly value convenience, whether it’s being able to schedule their appointments online or expecting a full suite of services delivered under one roof. In the 12 years since beauty industry veteran Celine Tadrissi opened the award-winning Hammam Spa, a modern interpretation of traditional Turkish baths in downtown Toronto, she’s been successful enough to develop a skincare line and expand her business to another flagship location, Hammam Spa by Céla, located in the city’s Bayview Village Mall. In partnership with renowned cosmetic surgeon Dr. Sean Rice, the new location offers services ranging from medicalgrade facials and potent chemical peels to injectable options.

For history buffs, Le Monastère des Augustines – a seventeenthcentury monastery transformed into a retreat in the heart of Quebec City – is known for its unique approach to health and wellness. Carefully restored and redesigned, the space offers guests a unique experience in holistic health, merged with a rare opportunity to connect with the Augustinian Sisters’ remarkable heritage. In addition to its massage packages, the retreat offers personalized support including tools, nutritional advice and follow-up at home to help their clients’ progress towards wellness.

Making the most of a unique location, spas like The Northern Lights Resort and Spa in the Yukon deliver an experience like no other. This is one of the only places in the world where guests can follow up their massage with the sky’s greatest light show.

Here, nature lovers can enjoy a Finnish or infrared sauna, spend some time in the relax room, get a massage or just relax in the outdoor Jacuzzi while admiring the swirling colours of the aurora borealis.

science of the spa

JUST ADD

Why hydrotherapies are hot – and cold S pa I nc .c a

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science of the spa B Y V I V I E N N E O ’ K E E F F E , C I B TAC , A A D , P E A

W

ater cures are steeped in legend. One example is the story of nineteenth century European peasant Vincent Priessnitz. Working in the forest, he observed a doe that would come to dip its wounded leg into a stream every day before heading back into the woods; eventually, it fully recovered. Years later – after suffering several rib fractures from a fallen log – inspired by the doe, Priessnitz applied torn shirt pieces soaked in icy water to his injuries for several days until his bones finally healed, and he was able to share his success with neighbours.

A more recent and perhaps better-known case concerns a California-born child suffering from rheumatoid arthritis. To simulate the hydrotherapy tanks deployed by his son’s rheumatologist, the lad’s inventor father brought a pump home to create a mini-whirlpool in their bathtub. The swirling waters greatly eased the pain and joint movement of young Ken Jacuzzi, and by 1968, third-generation Jacuzzi brother Roy had invented and marketed the first self-contained home whirlpool bath. An entire industry was born.

Ancient cultures have long believed that water therapy can strengthen the immune system and boost health and well-being.

For centuries, Celtic peoples made use of holy wells (natural water springs) and lived life in concert with the cycles of nature, innately knowing the invisible life force within. For me, a symbol of this knowing is the Celtic cross, which portrays physical and spiritual forces intersecting and strengthening each other, linking the well-being of body and mind in the circle of life.

It was once trendy in North America for spas to install hydrotherapy bathtubs, but many of them sat empty because of the combined lack of understanding – of both spa professionals and their clients – of water’s power to renew, restore and revitalize.

Given today’s newfound enthusiasm for wellness activities, it is now time for the reemergence of water as a primary source of therapy.

I’m not saying you have to spend millions on a sophisticated new aquatic facility – something very few spas could afford in any case. The compact Swiss shower, which jets water onto the sides and top of the body, provides an affordable solution for confined spaces.

Or, instead of installing a shower, there are simple treatments that many spas can perform on their clients – or that therapists

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and clients alike can use themselves, at home – to fortify a recent spa visit. Furthermore, clients really appreciate it – as we know from prescribing an appropriate skincare program, you deepen your value to your clients when you give them suggestions for home selfcare rituals.

A contrast shower is one such treatment. Extremely popular among Europeans, it starts with a warm or hot shower or bath causing vasodilation, followed by cold water causing vasoconstriction. A good way to start – for beginners – is to spray cold water on the feet, then the legs, arms, core, back of the neck and head. This visibly dilates the capillaries, and the effect is extremely invigorating. I do it every day and always feel fantastic afterwards.

KNEIPP HYDROTHERAPY

Sebastien Kneipp was a Bavarian priest and pioneer naturopath who accelerated his recovery from tuberculosis by dousing himself with cold water from a watering can. His so-called “Kneipp Cure” called for the application of water through various methods, temperatures and pressures to achieve therapeutic effects. Kneipp’s name still lends itself to a whole range of hydrotherapy treatments, including:

1) Affusion hydrotherapy

This invigorating contrast treatment, taking its name from the Latin “to pour on,” could work well in a spa’s wet room. Training a high-velocity hose (Scotch Hose) with pressurized alternating warm and cool or cold water, the therapist intentionally uses smooth effleurage strokes on a specific muscular area of the body to increase circulation and aid detoxification.

You can do this yourself at home in the shower or with a garden hose on a warm summer’s day. I love this therapy for its re-setting effect on tense, stiff muscles.

2) Contrast foot bathing

This involves dipping a foot alternately into a bowl of cold and then a bowl of warm water or walking along a hydrotherapy path with different water temperature zones. It’s ideal for ankle or foot problems, to help decrease inflammation and pain, and can be performed easily as an add-on treatment in spas with limited space. You could also do this at home – or a modified version –

science of the spa

4. Detoxification. Cold water applied to the skin causes blood vessels near the skin to constrict, sending the blood to the organs and the core of the body, taking extra nutrients to those areas. Switching back to warm water on the body reverses the process, attracting blood away from the organs and tissues in the core, carrying with it cellular waste and toxins and other unwanted matter which it helps ferry to organs that will expel them from the body.

5. Providing invigoration. Increased circulation eases the movement of nutrients to organs and extremities in the body, for an overall improvement in well-being and a more rejuvenated appearance.

WATER THERAPY FOR THERAPISTS

Therapists often suffer the effects of exhaustion and burnout, yet need to be healthy to authentically facilitate wellness experiences.

Self-care is a must and water can help:

walking along the seashore, lakeside or river with your bare feet in and out of the water.

HEALTH BENEFITS OF CONTRAST WATER THERAPY

European medical spas have known offering water therapy treatments to their clients create soothing experiences while helping to accelerate post-procedure healing. Benefits include: 1. B uilding immunity. Studies have shown that contrast hydrotherapy boosts the growth of at least four types of immune cells in the body. Using it post-procedure will help with healing.

Continued use will add the benefit of helping the body ward off colds, flu and other ills.

2. I mproving blood and lymph circulation. Blood is the transportation system of the body, carrying oxygen and nutrients and removing wastes. The passive movement of the muscles combined with changing water temperature helps stimulate blood and lymph (this is the origin of the term hydromassage).

3. Healing injuries. Our bodies react to warm water, improving blood circulation and cellular function to aid healing of injuries.

Water therapy improves joint mobility and relaxes muscle and connective tissue. Cold water provides a contrast that tends to push the blood away again, helping it to carry off waste material and unwanted substances.

• Between clients, wash and purify your hands; after washing, hold your upturned wrists under running cold water to revitalize yourself before your next client.

• Cultivate a bathing ritual for yourself – as the foundation of your self-care and for relaxation. Personally, I am an avid aromatherapy user; my life is enriched beyond words with the use of essential oils.

• Take a contrast shower at home – finish a warm shower with cold water by immersing body parts one by one in cold water, as mentioned above, while singing your favourite song. Add body brushing to further stimulate the circulation if time permits.

• Tension relief – when you feel tension from a long day built up, for example, in your trapezius muscles, allow your shower water to cascade and pulsate (waterfall effect) on the muscles to help relax, release tension and let go of the holding of stress, strain and emotions.

In short, water purifies and restores the body-mind. Why not be more intentional and expand your horizons by deepening your sensorial experience of water in your daily routine?

Vivienne O’Keeffe, CIBTAC, AAD, PEA, is President of Spa Profits Consulting Inc., and an expert in designing successful spa concepts. She is also an international consultant in developing product lines, treatment plans and training programs, a member of ISPA and a recipient of the Spa Industry Association of Canada Outstanding Industry Service Award in 2001, 2005 and 2012. More at spaprofits.com

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fresh & new EC LABS

Beauty Shot

EC Labs has launched Beauty Shot, a health-enhancing ingestible drink to promote beauty from within, formulated to support collagen and elastin production, reduce inflammation and offer antioxidant properties to combat effects of free radicals. The deliciously flavoured drink features Hemp Peptide, collagen, vitamins and biotin for longer and stronger hair and nails, and it promotes skin radiance. Beauty Shot comes either pre-diluted, ready to drink or as a juice crystal, ideal for home use and for juice bars. eclab.co

SPAVARO

Celluma

Celluma harnesses the science of light therapy to transform the skin’s cellular health, increasing circulation, accelerating tissue repair, killing acne bacteria, reducing inflammation and improving skin tone, texture and clarity.

The Celluma FACE is a two-mode LED light therapy device that addresses both acne and aging skin. spavaro.com

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BOCA TERRY

Medi-Robe

Wrap your clients in luxurious comfort. Among an array of sumptuous styles, Boca Terry offers its Medi-Robe, featuring snaps on the sleeves for easier access to your client’s arms and chest without removing the robe. Inspired by hospital care, it may be just perfect for medi-spas. bocaterry.com

KERSTIN FLORIAN

Anda Vital Eye Crème

The iconic Fairmont Empress Hotel on Vancouver Island boasts many splendors, among them its Willow Stream Spa, where guests will find the botanical-based luxury line of Kerstin Florian products. The newest addition to the line is the Anda Vital Eye Crème. Nutrient-rich emollients and performance botanicals, like gotu kola, Persian silk tree and mondo grass, boost moisture and elasticity to smooth and lift the delicate eye area. kerstinflorian.com

fresh & new YOGA DESIGN LAB

Eco-Friendly Yoga Mats

Stunning designs meet high performance in these yoga mats.

Blending fashion-forward design elements with innovative functionality and bio-renewable consciousness is key to the Yoga Design Lab approach. Made from recycled plastic bottles, natural rubber or cork, the array of mats and matching towels are simply “zen”-sational. yogadesignlab.com

GHARIENI AND VOYA

A Winning Duo

Gharieni and VOYA have joined forces to develop a new treatment offering. When VOYA products are applied during treatments on the heated Gharieni MLX Quartz table, detoxification is boosted with improved lymphatic exchanges, dilated pores and better product absorption during massage, wrap and facial treatments. gharieni.com/gharieni-voya-cooperation

SILHOUET-TONE

Maestro Chair

NOEL ASMAR

ChitoSanté Uniforms

Good for the environment and spa staff alike, Noel Asmar women’s and men’s uniforms come in sustainable material made from recycled water bottles. Enhanced with ChitoSanté, a biodegradable treatment that provides a naturally occurring anti-bacterial, with odor resistant and moisture wicking benefits, the fabric is soft and provides UPF 50 sun protection. noelasmaruniforms.com

The Maestro pedicure swivel chair offers the ultimate in high-end luxury. The handcrafted chair boasts genuine wood veneers, a solid-surface basin with removable foot rollers, vibra-massage and pipeless whirlpool system, including whisper-quiet jets. Hand cut and sewn upholstery and client/ technician controlled four-way seat movement make this a best-in-class chair. silhouettone.com

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spa star we always asked our clients. That’s how we introduced Beauty MD, where we offer a full range of medi-spa treatments.

Where did you gain your business acumen?

I only have grade 12 education, but I’ve learned to stay abreast of my learning curve. I’ve been lucky, winning a Global Business Award twice, and I was one of only a few CEOs accepted into the Quantum Shift program of the Ivey Business School.

EVELINE CHARLES

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BY JANA MANOLAKOS

tarting with a two-chair salon in her hometown of Falher, Alberta, to building a multimillion-dollar beauty empire that spans across Western Canada, there’s much to learn from Eveline Charles. Today, after 46 years in business, her eponymous company includes salons, day spas, medi-spas, two training academies and EC Labs, a product development company.

What is the key to your organization’s success?

We always work on reinventing ourselves. When I started in the spa business, it was in the era when people spent full days enjoying treatments and relaxation, but that’s changed. In the cities, clients are looking for multiple services and resultsdriven beauty in the least amount of time.

I dream big. If I want to do something, I tell everybody and then it forces me to be accountable and meet my goals. Years ago, I set a personal goal to run marathons. My goal was to qualify for the Boston marathon. When I qualified, people told me to keep it quiet in case I didn’t make it. When I’m told I might fail, it makes me even fight harder for what I want. I ended up running Boston once, but I ran probably five other marathons – in between giving birth to two boys. With my last son, I ran seven kilometres every day until he was born. If you want to be successful at something, you must have passion for it.

Why did you start to offer spa services?

I remember thinking, “Okay, we've got to reinvent ourselves.” I felt that if you could offer more services and become a one-stop beauty destination, people would spend more money. We had only three treatment rooms and four pedicure stations. One year later, we were adding another 5,000 sq.ft. of space, and all kinds of treatment rooms, more mud baths, Vichy showers – anything that was new in the spa business. Before starting something new, 26 S pa Inc. | Spri n g 2 02 0

When did you open the EvelineCharles Academy?

We opened 14 years ago because we couldn’t get well-trained students fast enough. We can put new stylists on our floors within six weeks because we train them and esthetics people up to a whole other level.

We now have our sights on becoming an international school. We just got approval for a shorter barber program, working with the British Barbers’ Association out of the United Kingdom.

Why did you launch EC Labs?

We wanted to help other companies develop their signature product lines, and the time seemed right. EC Labs is now making products across North America, and we’ve just developed a patented hemp peptide that is really good for anti-aging and inflammation. Developed with scientists over the last three years, we are now selling it as an ingredient across Canada. It has unbelievable benefits as a topical, but can also be ingested.

Our patented hemp peptide does not have CBD or THC. We recently introduced our Beauty and Vodka shots, which contain the peptide as well as vitamin C, vitamin B, vitamin K, collagen and protein. We've made a peptide hand sanitizer that’s like a glove, so it hydrates your hand and doesn't dry it. When the coronavirus hit, we got large orders from China and across North America.

What does the future hold for EvelineCharles?

We thought about franchising, but I’d like to stay focused on our many current lines of business. We now carry the Sisley-Paris line and we’ve added a full menu of Sisley products. We are the first Sisley Spa in Canada, offering Sisley Spa facials. In these exciting times, I’ve been mentoring the company’s next leader. My company president, Lina Heath, has been with me for 25 years. She worked for me while she was still in college taking business marketing. I still want to be very involved, but I don’t want to do the day-to-day, and I am fully confident in her abilities as she takes the business forward.

What advice do you have for business owners?

In our industry, you have to work “on” the business to grow it, not just “in” the business. What I mean by that is, if you’re working all day as either an esthetician or a hair stylist, you’re never going to grow that business like you would coming off the floor and working on upping your business game plan. Business has a funny way of pushing you in the direction you need to go. Every time you achieve one goal, you need to change your strategies to make it to the next level. After I made my first million dollars, I reassessed where I was going with my business.

I did the same every time I hit another major business milestone. You need to set attainable goals and keep on raising the bar.

Shira Esthetics, a leading provider of organic skin care and acne treatment product line, is now including the new line, “Shira Radiance Corrective Rx, “ features products that have innovative therapeutic and anti-aging ingredients that have been clinically proven to treat a wide variety of skin conditions such as aging skin, sun damaged skin and sensitive skin.

Shira Esthetics — un important fournisseur de produits biologiques pour les soins de la peau et le traitement de l’acné — propose désormais la gamme exclusive Shira Radiance Corrective Rx, laquelle comporte des produits infusés d’ingrédients thérapeutiques et anti-âge à la fois innovants et cliniquement prouvés pour traiter un large éventail d’affections cutanées, notamment le vieillissement de la peau, la peau endommagée par le soleil et la peau sensible.

FOR MORE INFORMATION call 905-625-8460 | 800-862-1447 www.fernandas.com | sales@fernandas.com

THE NEWEST RED CARPET FACIAL YOUR SOLUTION TO BEAUTIFUL SKIN DEEP CLEANSING, POWERFUL SUCTION & DIAMOND WATER DERMABRASION OPTION - PURIFIES, EXFOLIATES, & EXTRACTS GREAT AND SAFE FOR ALL SKIN TYPES

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