Spa Radiance stood out by using marketing to address several challenges it needed to overcome: creating points of differentiation, generating community service,  and increasing nail service revenue.

Market idea #1 Create a point of differentiation:  Facials-in-a-Flash Peel Bar.

Challenge:  The spa owners recognized their clients didn’t have time for a 90-minute facial or relaxation day.

Solution:  They created the Facials-in-a-Flash Peel Bar so clients could pop in for a quick, customized 30-minute peel with no downtime.

Marketing Support:

• Invited media professionals to a preview party where key journalists experienced the treatment.
• Mailed a press release to local lifestyle media outlets.
• Arranged its retail area to display the different peels in order to attract questions and interest from existing clientele.

Results:  Thee Facials-in-a-Flash Peel Bar earned San Francisco’s local 7x7 Magazine’s Best of the Best Award.

Market idea #2 Community Service:

Radiant Renewal Spa-to-Go Partnership with UCSF Children’s Hospital. Born from the experience of spa employee Marissa Ryan, Spa Radiance formed a partnership with the University of California, San Francisco’s (UCSF) Children’s Hospital, turning a waiting room into a spa oasis complete with manicures, pedicures, massages and facials for terminally ill teens and their family members.

Marketing Support:

• Drafted an advisory notice for the local media.
• Informed clients through thank you letters that their patronage allowed the spa to give back to the community through this program.

Results: Feature article in the local Benefit magazine, as well as the San Francisco Chronicle, and benefitted the community cause

Market idea # 3 Build Nail Revenues:

PURE Eco-friendly Manicure Pedicure Bar. In order to stand out from the multiple nail salons in San Francisco, Spa Radiance introduced PURE, a manicure/pedicure bar with environmental soundness in mind. This further supported the spa’s goal of empowering and educating women about healthy beauty choices.

Marketing Support:

• Refurnished the spa’s manicure/pedicure area to feature organic interiors, vegan nail polishes, sustainable moisturizers and scrubs, and natural juices and snacks.
• Drafted and distributed a press release before the opening.

Nail service revenue increased 10% and the spa received several nods from “green” magazine issues—7x7 Magazine and San Francisco Magazine—for this eco-conscious endeavor.

Congratulations to Spa Radiance on winning the 2008 Spavelous ROSE Award!