Purple is by far my favorite color. Any shade will do—amethyst, violet, lavender, lilac or indigo. To me, it represents the best humanity has to offer—compassion and purpose. A Purple Heart symbolizes heroism, as it awards those wounded or killed in the line of duty, and the Pulitzer Prize-winning book, The Color Purple by Alice Walker, exemplifies the struggles of poor and abused Southern black women who eventually triumph over oppression.

In October, compassion and purpose unite in the form of a purple ribbon during National Domestic Violence Awareness Month. The observance mourns those who’ve passed away as the result of abuse, celebrates individuals who’ve survived and connects those who work to end it.

Spa/salon professionals play a unique role in the issue of domestic violence, which affects one in four American women in their lifetime. Therapists, estheticians and hair stylists often detect the initial signs of abuse due to the intimate nature of their work on faces, bodies and scalps. It gives them the opportunity to lend an ear or, better yet, a hand to support clients and co-workers who need help finding their way out of abusive situations.

In our October issue, “DAYSPA Investigates: Hitting Home” explores this senseless and often silenced issue. Learn appropriate ways to approach clients and co-workers who may be victims of abuse, and how your spa can partner with or donate time, money, and resources to local shelters and domestic violence awareness programs.

This month is also National Breast Cancer Awareness Month. A woman is diagnosed with the disease every three minutes, making it the second most common cancer among U.S. women, according to the American Cancer Society (cancer.org). Show your spa is committed to the pink ribbon cause by offering products manufactured by companies that donate a portion of their proceeds to breast cancer research initiatives. See our “Must Have” columns for a look at the latest products.

Whatever your purpose in life may be, I hope it involves a compassionate purple or pink ribbon this month.

Rhonda J. Wilson,
Executive Editor, DAYSPA

There are a number of ways to get the most out of your retail area. For spas, the two best sales aids are choosing highly publicized and trend setting products that sell themselves, and in-store marketing and promotions to support them.

Before you consider offering a line, determine if the brand has selling power. What sets this product apart from the rest? What creative ideas does the manufacturer have to support sales and get attention for its offerings? Are your manufacturers driving traffic to your spa through their website?

Top manufacturers retain national public relations firms. While vendors churn out publicity to build their brands, they also look for local opportunities to generate sales. Become a part of the PR process and vendors will start to include you in their national efforts. Developing cross-promotional ideas encourages them to share their national PR services with your spa.

Make your vendors your marketing partners. What do you need to sell this product or service to your spa customer, and is this vendor capable of providing it? Does it offer suggestions and ideas to help promote its offerings? Can it provide your staff with the right tools, such as marketing materials.

Work with manufacturers to turn your retail area into a local hot spot. Here are some suggestions:

• Host demos, sessions or events around their products.
• Use your in-house experts or invite manufacturers’ trainers to speak. Events like this will turn your facility into a source for media activity.
• Offer your employees as local experts on treatments and products for media opportunities.

Don’t lose out on marketing dollars that are earmarked for you. Use these strategies to effectively leverage your vendor partnerships to get the most from your retail area.

Nancy Trent
Owner/Founder
Trent & Company, Inc.
www.trentandcompany.com
DAYSPA Advisory Board