Cynthea’s Spa owner Cynthea Wight Hausman fosters community goodwill and attracts new clients through her support of local farms and the ingredients they provide. Hausman works closely with the Intervale Center—a local center for sustainable agriculture that works with 21 farms in the area—to provide ingredients for her spa’s homemade products. She also demonstrates how to use them at a “pop-up spa” set up outside her facility and at the Intervale’s weekly summertime parties. “This was a natural for us, because we target moms and people who are passionate about being local and making healthy choices,” says Hausman. “The effort is worth it, because it gets our name out and lets people know what we’re about.”
Hausman sets up chairs at her makeshift spas and stocks them with the freshest farm-derived ingredients (such as goat’s milk, berries and flowers) to craft custom scrubs on the spot. Technicians massage the scrub onto visitors’ willing hands and remove the product with hot towels, then finish with a brief hand massage. “That’s the key—people need to try it themselves,” says the owner, who also offers custom scrub service in-spa to clients waiting for other services. “It’s an easy way to accommodate guests, and it doesn’t cost a lot!” she says.
Hausman advises spa owners to connect with local farms through a similar organization or through area farmers’ markets, and to use local ingredients to craft one-of-a-kind signature scrubs. This will differentiate your spa from others, and make your services truly unique. And clients will be more apt to come back, says Hausman, because services will change with the seasons and ingredients’ availability. (They’ll also appreciate your positive effects on the local economy.) “Little things make a big difference, and this is one example of how you have to give to get,” Hausman says. “By authentically sharing your passions, you’ll gain plenty of followers!”
Tracy Morin is a freelance writer and editor based in Oxford, Mississippi.
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