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Fast facials and super skincare Express facials can boost a spa’s revenue and fill up white space in treatment schedules. Adding value, creating interest and utilising team time, these spa innovations are a staple of the modern spa menu
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he introduction of short, results-driven express skincare treatments can revolutionise a spa business. Installing reclinable treatment chairs in under-utilised space in a spa reception or retail area can boost retail revenue and increase treatment bookings. Express offerings are also a great introduction for spa novices and time-poor customers alike, providing therapists with the opportunity to analyse skin, educate clients and advise on the best skincare regime. Sally Penford, director of education for Dermalogica and the International Dermal Institute in the UK and Ireland, says that by analysing skin you can double sales, and offering a Skin Solver (10-minute facial) can triple them. “For the spa market, express facials allow you to bring elements of the treatment room out into the retail space and provide the chance to upsell a treatment for another skin service and retail,” she says. “If you are seeing three or four customers in an hour there are more
How to utilise space for express therapies “Introducing two open-plan treatment areas in a retail space not only creates an interactive environment Harrison Gregory Elemis but enables a higher volume of treatments to take place. These areas could accommodate approximately 12 treatments a day, depending on their duration. “The interaction and theatre created by this environment increases sales not only from those experiencing the treatments, but as a draw from passing guests who gravitate towards the counter. “Customers who participate in a treatment in a retail space are 50% more likely to purchase aftercare products as they can interact with them and the environment. “Retail space treatments also create higher customer retention and loyalty due to the nature of being convenient, accessible and the ability to accommodate within a customer’s busy schedule.” www.elemis.com
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Clockwise from top left: Skin therapists at Elemis perform a pre-treatment analysis; ESPA personalised facials are ideal for for time-poor customers; the Clarins Beauty Bar concept offers targeted facial treatments in a reclining chair; 30-minute customised facials are offered by Natura Bissé
opportunities to retail than during a one-hour facial.” With an express menu, the opportunity to introduce technology can also enhance the experience and boost the benefits. “Express facials, both hands-on and also using technology, such as Elemis Biotec, offer a quick pick-me-up and have excellent potential for retail opportunities – especially for those wanting to continue their treatment at home,” says Gemma Postlethwaite, assistant spa manager at Ribby Hall, UK Barbara Gavazzoli, communication and education director for [comfort zone], says providing immediate results in a short period of time is a way to help people believe in the efficacy of a brand, and therefore be more open to homecare. “If their skin is feeling hydrated and firm after just 30 minutes, they will be interested in how homecare products can help them achieve these results on their own,” she suggests.
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