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.
On the morning of June 15, about 700 people gathered outside of OPI Products headquarters in North Hollywood, California. Employees, their children, Los Angeles City controller Wendy Greuel and several Southern Californian nail enthusiasts were in attendance for the company’s fifth biannual computer and scholarship giveaway event.
OPI created a festive summer atmosphere for the occasion with lemonade, and pretzel and popcorn carts on site. Company cofounder and president George Schaeffer awarded 101 new Dell computer systems and 18 scholarships to local, school-aged children. Below, he shares more about the event and why he strongly supports education initiatives.
Universal Companies, one of the industry’s largest distributors of professional spa products, takes environmental responsibility seriously. To help spa owners do the same, it’s labeling its vast inventory of earth-friendly products with a new Green Leaf symbol. The icon indicates that products have undergone conscientious examination for sustainable attributes.
Universal Companies also offers customers access to a sustainability specialist, who can assist them take steps to further green their facilities. In addition, the company partners with the Green Spa Network, a community of spa professionals that offers a bundle of collaborative tools and resources.
To learn more about Universal Companies’ earth-friendly products, visit the company’s website.
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
The DAYSPA Video Channel turns you and your spa into superstars as it spotlights trends, triumphs and transformations.
Sometimes ignorance is bliss. Although we’re not broadcast journalists or film production pros, we recently launched the DAYSPA Video Channel. Think of it as reality TV meets the spa industry. My staff and I shoot interviews with business owners and managers, and spa tours, industry events and trade shows.
Sounds easy, but we actually had no idea what we were getting ourselves in to. One time, while filming an interview with the spa director at Bliss Spa in Hollywood, California, I unknowingly backed into a rock garden and got my heel stuck between two stones. As I felt myself falling backward, he stepped briefly off camera to catch me and then immediately moved back into the shot without pausing in his delivery. Nice save!
Another time, I shot a snack segment in the lobby of Belle Visage Spa in Studio City, California. As the receptionist proudly showed me the goodies she offers guests, I reached in front of the camera to remove the top of an elegant pastry stand—not anticipating the weight of the lead crystal cover. With the camera still rolling, I had to quickly figure out what to do with it before I dropped it. I somehow found a way to lodge it between my legs, and spent the rest of the segment trying to keep it from falling and shattering on the floor.
Although things haven’t always gone as planned, DAYSPA has now amassed an impressive collection of videos. They’re designed to inform, inspire and enlighten. Check them out here, and see if you can spot the blooper moments.
To help minimize snafus while planning upcoming promos, we’re also introducing a new semi-regular column. Marketing Savvy provides valuable advice on how to get the word out about your latest offerings. “Here Comes the Guide” shows you how to ramp up your group services for brides-to-be and wedding parties.
Summer brides want to look their best on the big day. In addition to facials, manis/pedis (see “Pretty Pedis”), waxing, and hair and makeup, many day spas now feature eyelash extension services on their menu. “Eyes on the Prize” provides step-by-step application guidelines for this growing trend.
We hope you have a blockbuster summer season. Tell us about it on Twitter or Facebook.
Sometimes ignorance is bliss. Although we’re not broadcast journalists or film production pros, we recently launched the