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.
This month’s Health Wise column (“Spa Spirituality,” page 34) touches on several ways day spas can service the journey of the soul along with the body. For instance, the Dream Insights with Energy Work treatment offered at Spa of the Pines in Lake Arrowhead, California, is a healing session that combines dream analysis, guided imagery and energy work. Nancy Garcia, the massage therapist who performs the treatment, provided us with in-depth information about this service—in exchange for a real-life dream example. As it turns out, there’s a lot to gain from listening to your subconscious. Here’s a snippet of our conversation:
DAYSPA: The other night I dreamt I was watching a parade of unusual creatures, similar in appearance to the monsters from Where the Wild Things Are. It was nighttime and snow was falling. The procession moved in a strange, choppy motion; at some points soothing, and at others, nerve-wracking.
Nancy Garcia: How did you feel when you awoke?
DS: Confused, disoriented and a little anxious.
NG: That’s what many clients say about their dreams. In this treatment, we journey back to the dream and employ guided imagery to change its course, taking it past where you woke up and on to a place that empowers you. Once you decide where you want the dream to go, I’m going to use a drum, stones and crystals to take you into a deep meditative state while you reimagine the dream, concentrating on what your subconscious is trying to tell you.
DS: I’d like to take the dream somewhere that’s not at all scary, only soothing.
NG: Unusual creatures represent things we fear. The fact that you were able to be in the presence of them may mean that you’re now strong enough to deal with fears that you used to hide in your closet, much like many childhood monsters. You may just require extra support in combating your fears. Maybe some dialogue with the creatures would help.
DS: So I need to confront them?
NG: A better step than confrontation is to imagine having a dialogue with them, where you express everything you want to say, and then are also open to listening to their responses. This is an important step because they’re a part of you that’s trying to get your attention, trying to communicate through the dream with your conscious mind. By having this dialogue you begin the process of understanding, integrating and transforming the “inner monster” into a inner friend, into the teddy bear, into a shiny unicorn. The goal is for guests to reimagine the dream to gain something positive out of it; to tune into the subconscious for that special “Aha!” moment that helps you gain insight into a situation or relationship taking place in your waking life.
DS: Okay, I’d like to recreate it as a happy parade, with no element of fear. It can still be snowing.
NG: That’s interesting that you’re still allowing it to snow. Did you know that water represents emotion in dreams? Frozen water–or snow–could be an emotion that you froze, or were at one point unequipped to deal with. Now that the snow is falling, your subconscious may be telling you that you’re now strong enough to process it. Why don’t you go “back” into the dream and imagine classic symbols of support—a wise old woman or man—standing beside you throughout the parade? Give this dream a goal. How do you want it to conclude? How do you want to feel when it ends?
DS: I want to enjoy the parade and find the creatures interesting and approachable. I want to sense the triumphant nature of the parade.
NG: At this point, I’d ask you to get onto the treatment table, and imagine your capacity to take charge of the parade. I’d then lure you into a meditative state with a Native America drum.
DS: What does the drum do?
NG: While the rhythm will help regulate your breathing, facilitating a trance-like, deeply meditative state, the beats will bring your left and right brain waves into harmony and balance. I also use stones, crystals and a tuning fork intuitively throughout the treatment to help guide your energy flow. It clears the aura around you so that you’re ready to pick up on your subconscious and receive messages your subconscious communicates to you through dreams.
DS: So I’m searching my subconscious for clues?
NG: You’re opening a doorway so that they may come to you. The unconscious mind picks up on a lot of signals that the conscious part misses. It knows when you’re asking for help, and it picks up on red flags and positive signs in your life.
DS: How about afterward?
NG: A range of emotional reactions may occur. I’ve had clients cry, reach epiphanies and experience euphoria. We then discuss the experience, and I offer my professional input on what the dreams mean. In your instance, we’d examine the issues ‘parading’ through your subconscious, in a newly-clear light. Then I offer tips for the client to take home that will help her hone in on future dreams and retain valuable pieces of information from the subconscious.
DS: Can you give an example of a tip?
NG: For the next couple of nights, as you’re drifting off to sleep in bed, repeat to yourself, “I want to remember my dreams; I want to remember my dreams.” This triggers subconscious activity. And keep a dream journal. Writing down even the smallest, most fleeting images can open a window of insight.
Does your business offer any treatments that are off the beaten spa path? We’d love to hear about them. Write to koreilly@creativeage.com.—Katie O’Reilly
Spa owner Audrey Brown is a self-proclaimed “huge fan” of the popular CBS-TV reality scavenger hunt game show, The Amazing Race. And the No. 1 cause she champions is education initiatives for young children.
So when the Chesapeake Health Investment Program (CHIPS), a non-profit organization that provides support and educational services to families of kids aged prenatal through 6, asked if her business could be a stop on an Amazing Race segment to benefit the charity, she raised them one. Not only did Natural Elements Spa & Salon in Chesapeake, Virginia, play host to the 48 teams of four that were scrambling to complete that local obstacle course on race day, but Brown rallied her staff to form a spa team to participate in the whirlwind scavenger scramble.
“It sounded like such a good, fun time, and for the best cause,” she says. “It just made perfect sense.”
While the team worked to raise money by publicizing the event to spa guests, they were meanwhile brainstorming ways to turn Natural Elements into a memorable leg of the obstacle race.
“We finally settled on giving teams a choice between waxing all the hair off of each other’s arms or painting each others’ fingernails,” Brown says. Somewhat surprisingly, more than half took the waxing challenge.
By the end of the race on June 5, the Natural Elements team had racked up the highest combination of challenge points, bonus points and funds raised. The town mayor and several other city officials greeted the winning spa folks at the finish line. They presented the Natural Elements team with their award and showed gracious support for the outstanding efforts of the CHIPS organization.
The huge trophy is now proudly displayed in the spa’s reception area. How does your spa participate in community events and show support for meaningful causes? Send your adventures to koreilly@creativeage.com. –Katie O’Reilly
The makers of Sex and the City 2 (SATC2) knew exactly what they were doing releasing the hyper-anticipated hit movie sequel last Memorial Day weekend. It meant people had free time to spare and sought fun ways to spend it. Monique Michaud found a way to not only seize holiday weekend marketing opportunities, but also get in on the SATC2 fervor for an added business boost.
As director of spa and retail operations, Michaud was brainstorming ways to entice guests to visit Spa of the Pines in Lake Arrowhead, California, during their extended weekend stays at its adjoining resort. She created several unique packages–all inspired by the film–and each reflected the personality of a beloved SATC character. Michaud even teamed up with the hotel bar to offer coupons for a complimentary drink, custom-suited to each spa package.
“The Carrie” ($155)–designed with fashionistas in mind–included a hairstyle, makeup application, classic pedicure and a Cosmo cocktail. “The Miranda” ($220)–created to service busy, wound-up guests–featured a decompressing Swedish massage, express facial and a tall glass of merlot. “The Charlotte” ($200) included a champagne facial, classic mani/pedi and a bubbly flute of champagne. “The Samantha” ($160) featured an aromatherapy body scrub, Brazilian wax and a Sex on the Beach martini. And the promo, called “A Taste of the City…” didn’t neglect male spa-goers. City men chose between “The Aiden” ($175)–a deep-tissue massage, reflexology treatment and mug of beer–and “Mr. Big” ($215)–a hot-stone massage, sports manicure and men’s hairstyle with a Manhattan cocktail.
Michaud, a “huge fan of the show,” said the idea came to her last-minute. “I was excited to see the movie, and I had this vision of a feather boa inside a large martini glass on our reception desk–and I just started writing,” she says.
Guests booked packages based on the their preferred treatments, though Michaud says that, “the ladies wanted to switch things around to get different drinks.” “The Miranda” and “The Aiden” were the big winners, but time will tell which character ultimately prevails. The spa extended the special until the end of June.
Michaud says she plans to look for more ways to incorporate pop culture into spa specials. “I only wish I’d come up with the idea earlier–I would’ve had the staff dress up and maybe added movie passes and a resort stay,” she adds. “I’d definitely do this again, but it’d have to be the right movie.”
Does your spa create promotions around popular movie releases and events? Tell us about it at koreilly@creativeage.com–Katie O’Reilly
A new spa in India offers lakeside luxury in its tented treatments.
The spirit of Indian royalty comes alive at ESPA at The Leela Palace Kempinski Udaipur in Udaipur, India. Opened last February, the spa features treatment rooms and suites ensconced in traditional Rajasthan-style tents. The facility is separated into two areas—the Haveli Spa and the Lake Spa—both of which overlook Lake Pichola. The palace is located in the Rajasthan region of western India, dubbed the Venice of the East for its intricate waterways.
On the outside, garden passageways created by architect Bill Bensley lead guests to their designated treatment rooms. Once inside, crystal chandeliers, rich-colored fabrics, and the aromas of ginger, clove and lime stimulate the senses.
The Haveli Spa features five treatment tents, aroma-steam rooms made of crystal and anthracite glass, and separate male and female relaxation areas. Patrons can also enjoy lunch and a view on the spa’s rooftop terrace.
The Lake Spa, constructed with couples in mind, includes suites with their own private pools and walled gardens.
Maintaining European ideals and ancient ayurvedic philosophies, the spa menu features Abhyanga Marma point massage (120 mins./$175) and Dosha body therapies (120 mins./$175). Essential and traditional ayurvedic oils, which contain medicinal herbs, are used in each customized treatment. —Stephanie Flores
“Beauty, to me, is about being comfortable in your own skin. That, or a [killer] red lipstick.” —Gwyneth Paltrow
No one can really go wrong with a rouge-colored lipstick.This month, Robanda is making this most popular of shades a symbol for heart health—and helping women in the process.
The Professional Beauty Association (PBA) recently announced its new Board of Directors and Officers for 2009-2010. It includes:
• Chair: Bruce Selan, vice president of Zotos International
• Vice Chair: Josh Hafetz, president of Raylon Corporation
• Treasurer: Max Wexler, CEO of Beauty Craft Supply & Equipment
• Cary O’Brien, owner of Cary O’Brien’s Design & Color Spa in St. Charles, Missouri
• Scott Buchanan, owner of Scott J Salons & Spas in New York City
• John Galietti, owner of Xena’s Beauty Company in New York City
• John Heffner, president/CEO of Creative Nail Design
• Brian Graham, president of NIOXIN
• Sydney Berry, president of Salon Services & Supplies, Inc.
This group will continue promoting the work of the PBA, including Beauty Week, government outreach and a planned merger with the National Cosmetology Association. “It is a privilege to serve as chair of PBA and, along with the board, I look forward to fostering continued industry growth and the overall unification of the professional beauty industry like never before,” Selan says.
Here we present DAYSPA’s first foray into the video blogosphere with a report from the floor of the International Esthetics, Cosmetics & Spa Show in Las Vegas earlier this month. Be gentle! We’re still figuring this out.
In today’s rollercoaster economy, we’re all experiencing financial challenges—professionally and personally. However, I remember that post-9/11 holiday gift certificate sales increased, while the economy, especially retail, took a hit. Day spas created a safe, comforting escape from the changing world around us.
Today’s fluctuating economy challenges our financial security, whereas 9/11 threatened our homeland security. People now want to feel like someone cares about them and that they have control over their lives. Day spas are in business to make people feel good, and we’re needed more than ever in troubled times.
The good news is that clients are still coming in—maybe not as often, but they continue to book appointments. A day spa visit offers the guest a truly personal experience. We provide “it’s all about you” service, so it’s no surprise that we’re able to maintain a more stable business in troubled times. A client may compromise home care, but she’ll rarely sacrifice the level of service she’s accustomed to.
But what about gift certificate sales this holiday season? I predict people will purchase them later than past seasons at lower dollar increments, but a higher volume will be sold nonetheless. The beauty of a gift certificate is that it allows the recipient the luxury of how she’s going to use it even if it differs from the intention of the giver, which makes them the perfect gift.
Keep in mind, people will wait until the last minute for any changes (good or bad) in the economy to plan their holiday budget. They’ll also be likely to give more small or less-expensive gifts.
I’ll take these thoughts into consideration when planning my holiday gift certificate marketing strategies. Please let us know your ideas for having a successful holiday season. Feel free to email them to Rhonda J. Wilson, DAYSPA executive editor, at rwilson@creativeage.com.
Frank Shipman
Owner, TC Salon Spa www.tcsalonspa.com DAYSPA Advisory Board
I hosted my first Thanksgiving dinner two years ago when I was eight months pregnant. I decided to try three new dishes from a gourmet cooking magazine, even though I lacked the two ovens needed and an ability to knead dough. Fortunately, several of my guests offered to bring their own signature holiday dishes and my husband, who’s a much better host than a cook, conceded to let us purchase a precooked turkey.
When my back started aching early that morning, I learned quickly that dinner would be a total flop unless I called for some help. My first SOS went to my best friend, an event planner, who stopped by and created a schedule for what needed to be baked and when. As the rest of our guests arrived, they asked what they could do to help. I let them mash the potatoes, load the dishwasher and cork the wine. Before too long, we were all sitting at the table, laughing and sharing a communal sense of accomplishment about the meal.
Putting good use to other people’s talents isn’t just a sign of graciousness, it’s a necessity for any successful business owner. “Our policy is that employees present two possible solutions every time they come to me with a problem,” says Tamara Friedman, DAYSPA Advisory Board member and owner of Tamara Spa (www.tamaraspa.com) in Farmington Hills, Michigan. “If you don’t involve your staff members, they’re unlikely to take an interest.”
This year, more than ever, it’s important to work together to prevent economic hardship. One thing I admire about Friedman’s managerial style is her ability to nurture the best in her staff. She does more than make her employees accountable; she allows them to flourish.
Are you underestimating any of your employees? Talk to them, and more importantly, listen to their ideas. Like my first Thanksgiving as a hostess, I’m sure you’ll find the results impressive and delightful.
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.
