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Green Tip of the Month

Sustainable Sincerity

Our upcoming Green Scene ("Mayan Marvel," September 2010) contains helpful tips on how to detect greenwashing when perusing "organic" product labels. That's when companies try to unjustifiably tout a product's environmental virtues.

As John Vater, co-ower of Spa Adriana in Huntington, New York, warns, "The big print giveth and the small print taketh away."

Here's some information about avoiding this pitfall:

  • Read labels with a discriminating eye.
    John and his wife, co-owner Adriana Vater, caution spa professionals against taking a product label at face value. "If the packaging claims it doesn't contain something, you should ask yourself what's there to do that ingredient's job," Adriana says. "Every component of a product has a purpose, and sometimes a so-called 'green' ingredient is just as offensive as the original."
  • Educate yourself.
    The Vaters say it's important to develop an understanding of how product ingredients work. "With today's Internet access, you can quickly look up the chemical composition of any item," John says.

It's not always easy going green. How do you ensure that your spa's environmental initiatives result in real, positive change? Send your ideas to Katie O'Reilly, associate editor, at koreilly@creativeage.com.

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Michael L. Antoline, J.D.

Attorney Mike Antoline has been a part of the DAYSPA family for nearly 10 years, serving as monthly Legal Pad columnist and editorial source on legal matters. In that time he has become well-versed in matters pertaining to the day spa industry and has been very well-received at industry trade shows, where he speaks on topics such as employment guidelines and intellectual property. Mike is respected and sometimes questioned for his unflinching determination to report on timely and controversial issues in the industry. He runs his legal practice out of Champaign, IL, specializing in patents, copyrights and trademarks, but his spare time is dedicated to his family, and newly established, self-created line of art jewelry.

 

Angela Cortright

Founder of Spa Gregorie’s in Newport Beach, CA, Angela Cortright has become a sought-after expert on how to lead, operate and market a day spa to the highest industry standards in revenues, profits, client and staff retention, and retail sales. An instrumental player in the early years of the personal computer industry, Angela held key management roles in the critical years of that then-emerging market. In recent years her spa has been featured on E! Entertainment, Showtime and CNN, as well as many trade and consumer publications. Angela holds a bachelor’s degree in Business and Psychology from the University of Southern California, and is currently on the board and academic staff of the University of California Irvine Spa Certificate program.

 

Scott Kerschbaumer and Eva Sztupka-Kerschbaumer

Scott Kerschbaumer is an entrepreneur and MLK Leadership Award Nominee who married Hungarian skincare expert/author Eva Sztupka in 1999. Since opening Pittsburgh-based ESSpa Kozmetika Organic Skincare in 2002, Scott "gets clients in the door" by creating/overseeing the public relations, marketing and office operations while Eva "keeps them coming back" by delivering her world-class, LOHAS-based skincare treatments. Their mutual dedication to each other and a team of 30+ employees has resulted in ESSpa Kozmetika being named a Seed Spa of The Green Spa Network and winning numerous awards. Scott and Eva also help other business owners find success through their spa design and consulting company Spa101.com. At the end of the day, this busy couple's greatest reward is spending time with their son Kristian.

 

Larry Oskin

Referred to as a “guerilla marketeer,” Larry Oskin is the founder and president of the 15-year-old Marketing Solutions, a leading Virginia-based full-service marketing, advertising and PR agency specializing in the professional beauty business. Offering a total of 30 years of professional marketing and management experience, Larry’s insights have been published in hundreds of consumer and trade publications across the globe, and he has served as an educational and motivational speaker at numerous conventions. His Marketing Solutions team works with every level of the professional beauty business, customizing marketing programs to suit each client.

 

Nancy Trent

Nancy Trent is the founder and president of Trent & Company, a leading New York City-based public relations and marketing agency specializing in spas as well as spa products, services and equipment. Nancy is a recognized expert in corporate and marketing public relations, managing a wide variety of highly successful public relations campaigns. Her obsession with helping people help themselves leads her to pioneer many of today’s trends. A former columnist at New York magazine, Nancy is the author of seven books on health and beauty.

 

Felicia Brown

Ever since Felicia Brown became a massage therapist in 1994, she's been passionate about inspiring and mentoring others in and out of the spa industry. Now, as the owner of Spalutions!, she provides business and marketing consulting, and education for massage and spa professionals. In addition to writing and speaking for numerous trade publications and conferences, Felicia has won several awards for her business skills and accomplishments. They include Spa Person of the Year in 2009 by The Day Spa Association and 2005 Small Business Person of the Year by the Greensboro (North Carolina) Chamber of Commerce. She's also a Certified Guerrilla Marketing Coach, NCBTMB approved provider and licensed massage therapist.

 

Tamara Friedman

Russian-born Tamara Friedman arrived in Detroit, MI, in 1975 with her husband and twin daughters, a nontransferable nursing degree, Russian training in esthetics and cosmetology, and $200. In the years that followed she became a day spa pioneer, gradually building her award-winning Farmington Hills, MI-based Tamara Spa into a 10,000-square-foot, full-service health and beauty spa. Tamara remains a force in the industry today, visiting spas across the United States and Europe to bring the best available treatments back to her clientele, and receiving numerous accolades from beauty and fashion magazines, trade publications and local business organizations.

 

Hannelore R. Leavy

Born and raised in Vienna, Austria, Hannelore Leavy has always embraced spas as a way of life. She served as North American marketing director for the Austrian National Tourist Office, promoting health vacations to Europeans spas. In 1991, Hannelore founded The Day Spa Association to educate consumers as to the benefits and availability of spa treatments, and encourage professionals to preserve and elevate the standard of spa services. She leads workshops, contributes to a wide variety of spa publications, co-authored The Spa Encyclopedia, published The Day Spa Business Bible and has represented the industry with appearances on national news broadcasts. In 2002 she founded The International Medical Spa Association, for which she serves as executive director.

 

Frank Shipman

The owner and founder of TC Salon Spas, with two locations in Pennsylvania, Frank Shipman has been in the business of beauty and wellness for more than two decades and is still an actively practicing, licensed cosmetologist. As a beauty educator, writer and speaker, Frank has been recognized with numerous awards and honors for his efforts and achievements in sharing his unique perspective on the spa industry. He holds a graduate degree in art from Boston University and has had his own artwork exhibited nationally and internationally. Today, Frank no longer creates “precious objects” but creates “experiences.” He’s happy to be in a profession in which “what I do makes people feel good.”


Alexis Ufland

A respected authority in the spa industry, Alexis Ufland is the owner of Lexi Design, a spa consultancy firm that has developed premier spas and fitness centers across Europe, Asia, South America and the United States. She has written numerous articles on spa and fitness development, has been quoted in the top industry trade magazines and has lectured at national and international trade events. Alexis currently resides and works in New York City and is developing luxury day, hotel and medical spas throughout the United States, South America and Europe.




 

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