DAYSPA eNewsletter: Question of the Month

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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What out-of-the-box marketing strategy is most effective for your spa?

Courtesy Anara Spa

When we ask spa professionals what they’d like to see more of in DAYSPA, they usually say they want additional information on marketing techniques. No matter whether the facility is old or new, full-service or niche—finding fresh ways to appeal to spa-goers remains a puzzle. Here, some business owners and managers share the creative methods they use to attract repeat clientele.

“The Internet is still our No. 1 marketing tool—a lot of people come by because they're searching for a spa, and with our theme, we offer something different. We’re in Arizona, but it looks like Hawaii in here—we use a lot of bamboo in our decor, our treatments are based on Pacific Island culture and our products are from Hawaii.” —Steve Ibach, owner, Hawaiian Experience Spa, Scottsdale, AZ

“We offer something called the $10,000 ultimate spa experience. The client receives a one-karat solitaire diamond necklace, theater tickets, dinner at an exclusive restaurant and limo service. Have I sold any? The answer is no. However, the most important thing is the buzz we get as the spa with this package. (And there's also a $5,000 package for those on a budget.)” —Pamela Onges, owner, Colonial House Day Spa, North Easton, MA

“We have seasonal and monthly packages, many of which are based on the indigenous Native-American ceremonies and celebrations from this area. For example, March is the annual maple celebration. Local Native Americans believe that the sap from the maple tree contains healing powers, and we love its soothing and hydrating properties. So we created treatments featuring organic maple and other natural products, such as green apple and pear.” —Loretta Taylor, director of spa operations, Ahsí Spa at Turning Stone Resort & Casino, Verona, NY

“A friend opened a hair salon in the next town over and suggested some sort of partnership. I thought that cross-promotion would be a good first step, so I invited not only my friend, but all of her employees to my spa for complimentary treatments. I’m now receiving a ton of referrals from hair clients who’ve heard great things about Orange Skye’s services.” —Maggie Paterno, owner, Orange Skye Day & Wellness Spa, Red Bank, NJ

“There’s something in the spa called a Smart Card, which allows the holder to a sampling of every area in the facility. It’s a $200 value for $50. We’re also repositioning ourselves by joining a number of different groups, such as the chamber of commerce and the eWomenNetwork, so we can tell them who we are and why we’re different. That’s helped a lot.” —Mary Sowers and Debrah Englert, owners, Hyde Park Hair & Body Works Salon and Wellness Spa, Cincinnati

What out-of-the-box marketing strategy is most effective for your spa?

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