DS Minutes October 2008 — By the Numbers

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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By the Numbers

While politicians debate what to do about the country's faltering economy, we called our own summit for a less daunting prospect. Curious about how DAYSPA readers are handling this year's financial shake-up, we asked a cross-section of spa and salon owners to give us feedback.

The DAYSPA 2008 Business Trends Survey revealed some surprisingly optimistic results. Almost half of the survey's 255 respondents said revenue has stayed steady during the last 12 months. A surprising one-third of the respondents reported an increase in revenue.

The survey also revealed that many spa and salon owners agree on ways to maintain business. They're enticing clients by introducing antiaging treatments and other new services. They're also increasing loyalty with special packages, add-on services and other incentives. Some are even considering investments in new equipment and product lines.

Here's a sampling of the results:

Cost per Service
A majority of respondents indicated their average revenues per service fall between $85 and $134.

Change in Revenue
Almost half (46%) of the respondents claimed their average revenues per visit haven't changed during the last 12 months. One-third (34%) reported an increase, while only one in five (20%) indicated a decrease.

New Services
Two-thirds of respondents have added new services to their spa menus during the last 12 months. Antiaging treatments are the most popular new service, followed by teen skincare and wellness programs. Additional new services include cosmetic teeth whitening, manicure and pedicure services, and eyelash extensions or tinting.

Equipment Investment
One-third of respondents plan to add a major piece of equipment during the next 12 months. Prospective investments include facial equipment, massage beds, hydrotherapy tables, laser equipment, LED light therapy equipment, steamers, vichy showers and wet tables.

Client Incentives
Offering special event packages (e.g., bridal, Mother's Day, maternity) has been the No. 1 business-building program for salon and spa owners during the past 12 months. Respondents also mentioned incentives such as free services or gifts on client birthdays, and upselling discounted second services during appointment confirmation calls. Spa and salon owners are also staying in touch with clients through monthly emails and newsletters.

By the Numbers

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