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A Partnership to Remember

Sothys Beauty Garden collection

Though October typically sees the spa industry awash in pink ribbons honoring Breast Cancer Awareness, Sothys will also be reaching out to another segment of the cancer-stricken population: adolescents.

From October 1 through November 14, the skincare company will donate 10% of all sales on products in its Beauty Garden collection to A Prom to Remember, a 501(c)3 charity raising funds to give teenage cancer patients a memorable high school prom experience by providing free formal attire and limousine transportation, and facilitating red carpet-style arrivals.

Sothys' Beauty Garden collection bears ECOCERT certification and includes face and body care products. For more information, visit Sothys.

Working Week

Spa Week, the semiannual marketing push designed to make the spa world accessible to everyone, will take place October 10-16 at hundreds of spas and wellness centers across the continent.

This marks the 15th occurrence of the event, founded in 2004 by industry maven Cheryl Reid, who wished to dispel the notion that spas are only for the rich and famous. During Spa Week—which takes place every spring and fall—participating day, resort and medical spas, as well as other health and fitness businesses, offer a select two or three of their services to guests at just $50 each. Consumers track down these bargains at the Spa Week website, where they can discover which businesses are participating and book affordable services in advance.

Spas that participate can reach new clients and/or introduce unusual treatments to their regular clientele, making Spa Week a popular, win-win venture. For more information on participating, visit spaweek.com.

Consumers Set Their Sites

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An eye-opening new report reveals that the spa-going public is making major use of marketing and discount groups to secure a satisfying spa experience.

The 2011 Global Spa Report, conducted by the marketing researchers at Coyle Hospitality Group, surveyed 1,025 well-traveled spa-goers from 34 countries to determine their preferences, habits and priorities. One of the obvious trends: consumers’ determination to do their own online research to find the exact spa, service and price they seek.

When queried about their preferred means of getting information about spas, respondents rated “search engines” first, but Groupon came in second at 52%, representing an enormous increase from last year’s 22% response, seemingly indicating that economic concerns are still driving consumer behavior.

Rounding out the top five online information sources were SpaFinder, LivingSocial and Facebook. Not surprisingly, the No. 1 reason for using those websites was to “find deals.” However, it seems that price isn’t the only consideration for web-savvy spa seekers. Cited next was “viewing spa menus,” “reading feedback” and “learning more about the spa in general.”

Coyle acknowledges that in the spa industry, emotion ultimately drives consumers and continues to affect their decision-making processes. Interestingly, the report noted the public’s unchanged, top motivation for booking spa time: relaxation and stress management.

To learn more or download the 2011 Global Spa Report, visit coylehospitality.com.

Storm Watch for Spas

Hurricane Irene, late August's Atlantic storm that left extensive flood and wind damage along its path through the Caribbean, the United States East Coast and as far north as Atlantic Canada, left several spa and salon owners with flooded and wind-damaged facilities on their hands, as well as insurance quagmires.

The Professional Beauty Association (PBA) immediately mobilized to aid those beauty and spa professionals in dire need of support. The PBA urges all beauty professionals to make a tax-deductible donation to the PBA | NCA Disaster Relief Fund, a national charity that has been dedicated to helping salons rebuild following natural disasters for more than five decades.

Visit the PBA | NCA Disaster Relief Fund website to learn more about the program or make a donation.

Were you or someone you know affected?
You can apply for aid at the PBA's website.

Club Night

AII’s Alanna Littlepage (left) and makeup artist Julie Socash

Male performers and special guests at this year’s Black Entertainment (BET) Awards in Los Angeles looked especially dapper, thanks in no small part to celebrity makeup artist Julie Socash, who turned to Clubman men’s care products to put the finishing touches on some of Hollywood’s most famous masculine faces.

Among her go-to solutions were Clubman Moustache Wax, Shave Talc and Club Mend Bump Repair. (“I love how smooth and hydrated my clients’ skin feels after using that product,” Socash remarked.)

The annual BET Awards, hosted this year by comedian Kevin Hart, honors musical artists, actors and athletes who are deemed most popular and influential among African American and other minority communities. The Clubman men’s care product line is distributed by American International Industries (AII).

Prize Panel

Miss USA Alyssa Campanella and OPI’s Suzi Weiss-Fischman

OPI Products executive vice president and artistic director Suzi Weiss-Fischmann took her seat at the judges’ panel alongside actress Mariel Hemingway, rapper Lil Jon, magician/comedian Penn Jillette and other notables at the 2011 Miss USA Pageant, taped at the Planet Hollywood Resort & Casino in Las Vegas earlier this year.

Weiss-Fischmann, known for pioneering some of her company’s most popular and creatively named nail lacquers, helped choose Miss California’s Alyssa Campanella as winner. At this printing, OPI planned to release in August four new lacquer shades to coincide with the Miss Universe competition taking place in São Paulo, Brazil, on September 12.

PR for Everyone

Sharon Esche and Alexander Irving have found a new way to provide PR support.

A new public relations option may help more spa/salon owners and independent beauty professionals get the word out about their services—without the often prohibitively high monthly or annual PR agency fees. Sharon Esche, president of the long-established PR agency Esche & Alexander, and her partner Alexander Irving, have added a new service to their BeautyPRpro subscriber blog: “PR à la carte,” a menu of publicity services to provide targeted, much-needed direction to small businesses with limited resources.

“‘PR à la carte’ has been the missing communications ingredient for salons and spas, and especially independents, for a long, long time,” says Esche. Adds Irving, ”With a little coaching down the right path, everyone can begin and maintain foundational PR if they understand what is important, what they need to do, and how to do it ... public relations isn’t brain surgery.”

Plus, the well-seasoned team is having a ball with their latest venture, Irving recently told DAYSPA. “Frankly, our ‘à la carte’ clients are more fun, far better listeners and really satisfying to work with,” he said. “We get to feel their joy when they get results from being better prepared, having sent well-thought-out and well-written news releases and good photos, and having put some basic PR principles to work for themselves.”

To find out more, check out beautyprpro.com or call 760.414.3370.

Inspired Reading

Dal LaMagna

“When building a house, you need to first concentrate on the foundation.” So says Dal LaMagna, founder of Tweezerman, about his trial-and-error rise to success in Raising Eyebrows: A Failed Entrepreneur Finally Gets It Right.

In this autobiographical account, LaMagna tells how he dabbled in a myriad of non-beauty industry–related ventures (from promoting musical acts to running a restaurant) before his quiet launch of Tweezerman. “I operated out of a 400-square-foot bungalow that was my office, warehouse and home,” he writes. “My initial investment was $500.”

More than 30 years later, Tweezerman is one of the most respected brands in the beauty business. LaMagna tells his remarkable story from failure to triumph with depth, wit and—despite his noteworthy achievement—humility. “There is nothing extraordinary about me,” LaMagna insists. “What I did, I think anyone can do.”

To learn more, visit dallamagna.com or reelubooks.com.

Spotlight on Dedication

Angela Cortright

DAYSPA advisory board member Angela Cortright will receive the ISPA Dedicated Contributor Award at the 21st annual International SPA Association Conference & Expo in Las Vegas later this year.

Cortright, who founded the highly successful Spa Gregorie’s, with three locations in Southern California’s Orange County, has distinguished herself as an innovative business owner, industry activist and community leader. She was instrumental in furthering ISPA’s objectives toward strengthening and supporting the spa world, and has helped to raise awareness and funds for the fight against breast cancer with numerous charitable promotions and events.

Cortright has served on the advisory board for DAYSPA magazine since January 2007, where she continues to be a highly valued and trusted contributor to the publication.

“Angela truly embodies what the spa industry is all about: helping others live a more healthy, well-balanced lifestyle,” says ISPA president Lynne McNees. Responds Cortright, “One of my favorite quotes goes, ‘Service to others is the rent we pay for our room on Earth.’ ... I encourage everyone to find ways to contribute to their communities and industries for the betterment of all.”

For more details on the ISPA Conference & Expo, see Date Book or visit experienceispa.com.

New Deals, Fresh Faces

Ivan Blinoff, president of Regent Bond and Biodroga distributor with An G. Hinds, president/CEO of Catherine Hinds Institute of Esthetics

Regent Bond Inc., a U.S. distributor of German skincare brand Biodroga Institut, has partnered with Catherine Hinds Institute of Esthetics to enhance the Institute’s esthetics training and professional development courses.

Biodroga products have been manufactured in Baden-Baden since 1959 and are an esthetics staple in European markets; Catherine Hinds Institute was founded in 1979 and was the first esthetics school in the U.S. to be accredited.