It’s become commonplace for dermatologists to try their hand at selling retail skincare products, but few of them will say that your frequent forays to the beauty counter for moisturizer (as the crucial last step in the hallowed wash-tone-moisturize skincare regimen) could have all been for naught, or worse, harmful.

Dr. Zein E. Obagi, who made his mark with prescription skincare systems in 1988, doesn’t mince words when he’s bringing out his first over-the-counter anti-aging collection, dubbed ZO Skin Health, the usage of which is an encouraging “as you please” manner, probably to counter all the “you must have it!” messages floating about.

The deal is, the customer decides what exactly it is that needs improvement in her (or his) skin, and the ZO collection will have the solution, no pressure about completing the entire line.

The new “Rx-based formulations” are cleansers, sun protection and acne pore treatment (Offects), renewal/recovery cremes (Ommerse), eye repair (Olluminate) and cellular stimulants (Ossential) – Daily Power Defense “encourages DNA repair mechanisms to self-correct,” Radical Night Repair with 1% concentrated retinol (10 times the industry average) repairs “age-related damage,” and Growth Factor Serum triggers overall skin improvement.

First launched in Hong Kong, Malaysia, and Singapore, this past month, it will be available in the Philippines starting this month, then on to Australia, New Zealand, Japan, South Korea, the UK and US.

“You get what you need, not what Dr. Obagi thinks you need. Most women are addicted to moisturizer, but a recent article in the Dermatology Times indicates that an overuse of moisturizer can lead to skin cancer, and an upcoming article in the Financial Times titled ’Death By Moisturizers,’ quotes Dr. Obagi extensively in that a simple moisturizer, which is no more than lipids and water, is actually harmful,” said Jue Wong, Executive Vice-President of Global Sales and Business Development for Zo Skin Health, at a media preview last week.

“If I give you a product that has collagen 1, 2, 3 in it. You put collagen in your skin, what do you think is going to happen to it? It sends a signal to your skin to stop producing collagen. That’s marketing. If I give you a product that is a heavy moisturizer, it will tell your skin to stop producing moisture. What Dr. Obaji is saying, ’I don’t want your skin to stop functioning. I want your skin to function at it’s best.’ Most products are doing you more harm than good, because you stop producing what you need. You don’t need another skincare brand. But what this brand is doing, it wakes up your skin cells so that your skin cells will do what it needs to make your skin healthy,” said Ms. Wong.

Skin-Awakening is the new slogan

The parameters of healthy skin, said Ms. Wong, are provided by “seven signs” — namely that it’s smooth, hydrated, firm and tight, even-toned, tolerant and free of disease. The guarantee that the ZO Skin Health line is giving, is that skin will show improvement in these specific areas should one use the corresponding product in the collection. The timeframe is six to eight weeks. The shared ingredient in most of the products (exempting cleansers, polish and a full-spectrum sunscreen with zinc oxide and a titanium dioxide as active ingredients) would be retinol, as effectiveness is pegged at 0.2% up.

“It’s a saturation program enough retinol in your skin to keep it awake and to constantly give nourishment to the skin. Retinol is really the fountain of youth, but it does not have a very good reputation, it makes the skin dry, sensitive and [prone to] breakout. Most of the retinol products have water and when you have water it breaks down; our products don’t have water or it’s encapsulated,” said Ms. Wong.

Acne treatment is recommended for 11-year-olds at the earliest. But given that 80% of skin damage is primarily because of sun exposure, Ms. Wong ventured that the products to build on would be the sunscreen and scrub (to get rid of the buildup of dead skin cells).

If clients insist, they may mix and match the products with those outside the ZO Skin Health line (although Ms. Wong qualifies that Dr. Obagi would probably advise against it, realistically women like to experiment); however, mixing two retinol products is strongly discouraged.

Nevertheless, it should be noted that the Kligman clinical trials on the Oessential Growth Factor Serum (P12,500/30ml) reportedly showed 10% reduction in wrinkles and fine lines after one week of usage, up to 30% after eight weeks; 28% improvement on skin texture and 25% improved elasticity after eight weeks; with the 20 participants listing 80% reduction in wrinkles and 60% reduction in oiliness and age spots.

Another independent clinical study provided by Ms. Wong on the Oessential Radical Night Repair (P18,200/30 ml/1fl.oz.) noted 75% decrease in fine lines and wrinkles, 75% noticeable visible improvement of fineness, 79% improvement in overall skin appearance, and 92% improvement in skin tone and radiance.

Ultimately, the customer decides what works and doesn’t work, but Ms. Wong assured, “You will be able to see how the seven signs have improved. If you were rough, before you will be smoother. But you will never again completely to the level where you were like a baby. So it’s the best condition you possibly can [have] without any medical treatment, but after that if you still want more, you go see a doctor.”

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8 Salon and Spa Marketing Tips That Will Attract A Surge Of New Clients

Salon and spa marketing strategies for in-house and new client acquisition bring customers in like clockwork when there is a systematized approach in place. Here’s how to get started.

Brian and Angie Maroevich, salon owners and marketing consultants, just completed a new marketing ‘mini course’ for salon and spa owners called, “8 Salon And Spa Marketing Tips Guaranteed To Attract A Stampede Of New Clients.” This free marketing course  helps salon and spa owners discover new ways of looking at their current marketing strategies and improve upon current ones to achieve measurable results in client acquisition.

Studies show that if clients and prospective clients are not contacted at least once per month they will either forget about the business they originally frequented or choose another competitor. For every month you do not contact a current customer or prospect you lost 10% of your influence over them. Over the course of one year without contact you become the equivalent of a complete stranger.

What is the solution?

The answer is to put a spa marketing system in place.
A marketing system is basically where a salon or spa owner plans ahead and puts a procedure in place for various promotions to be implemented on specific dates. This way they know what marketing piece and/or promotion is going out on what date, and they have it planned out at least 6 months in advance. This way the salon and spa owner is not playing catch-up all the time.

It is recommended that a salon and spa owner use a combination of media when communicating with customers and prospects. For example, communication through e-mail blasts, direct mail, newsletters, internet marketing and the telephone are just three ways to get a salon or spa name in front of prospective clients.

However, sticking with one form of communication will dilute ones marketing efforts, especially if e-mail is used. E-mail is not as personal as direct mail and telephone contact, and spam filters will only allow a certain percentage of the messages to get through.
Most salon ans spa owners are too busy working in their salon to begin and maintain a marketing system, but it’s one of the most important parts of growing a business.

Here’s how to solve that problem. Create a marketing calendar that lists all of the marketing strategies that need to be implemented and set a deadline date. In addition, create small goals each day or week to build upon each marketing strategy so that it is ready to launch on the deadline date that is set.

A systematized approach to salon and spa marketing will produce measurable results. The bottom line is if a salon or spa owner does not ‘touch’ a client or prospective client frequently they will spend their money and send their referrals elsewhere.

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Today many clients are locating their spas deals online.  If your spa is not listed with several spa directories, you need to sign up now.  Having a website is not enough, people have to be directed to your website.   

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Relationship Marketing: How It Can Help In Today’s Economy
 
Can a bad economy put a dent in your sales? A colleague of mine thought so as she watched her sales decline during the last six months. Like most of us, she has heard the news reports suggesting that we are in a recession and wondered if that is the reason her sales are down. I was not so sure, and asked if she had recently cut back on her advertising and marketing. Her response? Yes—as a means of limiting expenses. I then asked if she was meeting new people and developing relationships. She said no. To me, that indicated these two things could be a large part of the problem.

The economy may have something to do with fewer people spending money, but there is nothing you can do about that. What you can do is practice relationship marketing with people in your sphere of influence to increase your business sales. Think about this:

Joe Girard was listed in The Guinness Book Of World Records as the “World’s Greatest Retail Salesman” for 12 consecutive years. Girard wasn’t born with a silver spoon in his mouth; rather, he was abused by his father as a child, lost multiple jobs as an adult and eventually went bankrupt. Finally, he landed a job at a Chevrolet dealership and did very well—in fact, he personally sold more cars than most dealerships. People stood in line to buy a car from Girard—but why? Because he practiced relationship marketing.

Every year, Girard sent 13 handwritten cards to each of his clients and prospects: one card per month and an extra card at Christmas. These mailings were cards of appreciation, tips and giveaways—never about special sales, discounts or promotions. Over the course of 15 years, Girard sent 13,000 handwritten cards. Each of Girard’s recipients began to anticipate a card from him every month and he was always the first person on their minds when they were ready to buy a car.

So, how can you implement relationship marketing in your business? Try these strategic objectives (which also will help your businesses to better withstand the impact of economic downswing):

Develop Strong Relationships
People do business with people they know, like and trust. It’s your job to make this connection happen. To do that, you must go beyond the superficial and become genuinely interested in your customers and prospects. For instance, you can meet clients at a coffee shop and get to know them personally, without the usual business discussions. I often do that. I make mental notes on what is going on in their lives, so I can refer to it the next time we connect. Then I nurture my relationships by consistently staying in touch.

Consistency Is The Key
You can stay connected with your contacts by sending heartfelt cards like Girard did, or through phone calls, e-mails and newsletters. You lose 10 percent of your influence every month you do not have contact with our clients, but just a five-percent increase in customer loyalty could add 20 percent to 80 percent to your bottom line.

Form A Strategic Objective To Stay In Touch
One way to do this is to set up campaign postcards to go out once a month. Also, find or develop a system for remembering birthdays. In addition, you can think of something unique to your salon clientele or the tanning industry. For example, some real estate agents record closing dates and send anniversary cards, while some veterinarians record the birthdays of client’s pets and send birthday cards. I have found that a simple and sincere card can make a huge impression on someone, especially if they are having a bad day. Sometimes, I include a gift card or small gift with a thank-you card.

Understand & Use The Law Of Attraction
When you express appreciation, recognition or encouragement, you are focused on giving and abundance instead of scarcity. Every human being wants to feel acknowledged, loved and appreciated—and when you send love and thanks out into the world, you get it back tenfold. This is the Law of Attraction, where what you focus on expands. The opposite also is true, however, meaning that if you are focused on your lack of money, you will continue to have a lack of money. Instead, try to inspire yourself by visualizing what you want in your life—those good feelings will bring good things to your business.

Use The Rule Of 250 To Build A Referral Network
As a small-business owner and entrepreneur, you probably know at least 250 people. In fact, you may know many more than that. And each one of those 250 knows another 250, and so on. See where this is going? When you make a commitment to stay in touch with people you know—and remember they each have hundreds of contacts—you have the potential to reach thousands. Additionally, you can build your network by joining local and online business-networking groups. Referred customers usually are already sold on us through the testimonial of the person who referred you.

Ultimately, when you build strong networks and nurture meaningful relationships with the people you serve, you will garner unlimited referrals and be less affected by economic down cycles. Start making relationship marketing part of your business today and watch your business grow.

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According to the International Medical Spa Association there are over 1,000 open medical spas in the U.S. Jeff Russell, CEO of MedSpa Financing says, “Competition is definitely setting in, and it’s not only direct competition from other medical spas, but indirect competition from businesses that offer the same services. You have salons that offer hair removal, day spas that offer dermal filler injections, and mall outlets that offer microdermabrasion.

If you are going to not only succeed, but thrive in this new environment, you are going to have to be better than your competition. Following these 5 tips will help you get that extra edge you’ll need to stay ahead of the pack.

1: Are you marketing to the right customer?
First and foremost, you need to look at your current customers and ensure your medspa is operating at capacity.

2: Get to know your neighbors
Do you know all the businesses surrounding yours? You may need to take another walk around the neighborhood, and see what new business building opportunities are available. As you are walking around, ask yourself these questions: Do they compliment my services? Can we help each other increase business by referring customers between us?

3: Network within your community
Many people associate networking with schmoozing. As a MedSpa owner, you need to always be networking. Where to network? There are many places from the local chamber of commerce, community groups, industry associations, or you can join a board or peer group.

4: Develop your communication skills
As a MedSpa owner, you interact with people everyday: staff, clients, suppliers, and the media. If there is one thing you need to master, it’s your communication skills. You need to be able to clearly articulate your key message consistently.

5: Recharge regularly
Quite often you are so focused on your customers, you forget about yourself. As a Medical Spa owner, you are going to find yourself absolutely drained. How are you going to grow the business? Should I advertise with this magazine? I just don’t have enough time. You need to achieve a balance between the MedSpa and your personal life.

“As you develop and grow your Medical Spa you are going to experience the same growing pains common to any new business, the key is identifying them and responding to them” says Russell. By following these 5 tips, you will see your revenues increase.

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Spavelous introduces Spavelous Pro a site designed for the spa professional, where you may find information about spa marketing, spa advertising, spa operations, spa employment postings.  spa job openings as well as information about: spa organizations, spa consultants, and continuing education classes and conferences for the spa industry, massage therapist and aestheticians.

If you are a spa consultant or recruiter and would like to contribute articles please email us at marie@spavelous.com.

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SPA CLOSING

ALL SPA VURE LOCATIONS HAVE CLOSED.  NO INFORMATION IS AVAILABLE.  IF YOU HAVE SPA VURE GIFT CERTIFICATES< OUR UNDERSTANDING IS THAT YOU SHOULD CONTACT SPA VURE AT:  401-739-7681 Ext 106 or Accounting at 103

 

 

 

 

Spa Vuré owner spreads love to clients and staff  Vure Kpea, principal of Spa Vure, has four spas in Rhode Island.

She took the reins of her family business two months ago, pledging to make accountability her No. 1 priority. Being the boss at the age of 25 does not affect Vuré Kpea’s confidence or ability to lead a luxury medical spa company with four full-service locations in the state, she said.Since taking the helm of her family’s business, Spa Vuré, about two months ago, Kpea has made accountability her No. 1 one goal for the year, because in the spa industry every little detail matters.  For example, if Kpea, as a co-owner, tells an employee that she will make sure the front-desk receptionist tells customers there is a discount on facials one day, it is important that she follow through.  “I’ve found that it doesn’t work when people feel like they’re not being heard … that you don’t recognize what they are doing,” she said. “I’m really making a concerted effort to listen to what [employees] need … to keep everyone informed of what’s going on” in the management of the company.  When there’s no communication it leaves too much room for fear and doubt, she added.  Kpea started working at the company as front-desk concierge. She answered phones, escorted guests to their rooms and made tea for them when she was home from college one summer three years ago.   She started working full time for the company as its marketing and public relations director after graduating from college two years ago.  Kpea said her father, Nomate Kpea, opened the first spa five years ago because “he had this vision for beauty spas that he’s had for years. … He was pretty much just waiting for God’s direction to start them.”  Nomate Kpea has been practicing dermatology in the state for 20 years. He is also founder and owner Skin Medicine USA Inc., a dermatology and cosmetic surgery practice with five locations.  

Spa Vuré got its name about two years ago when Mr. Kpea decided to rename what had been called The Spa because Vuré means love, Vuré Kpea said.  “That’s a very, very powerful thing, to run a business or provide a service for people that is really rooted in love,” she said. “That is the intention [of the spa]. … We really try to provide services, provide an atmosphere that is not judgmental.”  And because of her father’s profession, another thing that sets Spa Vuré apart is the fact that it is a licensed medical spa, which means it carries products that have prescription-grade active ingredients.   The spa uses a lot of glycolics, which is a fruit acid that eats away at dead skin, for example, Kpea said.  But there is a difference between what can be purchased over the counter and what can be used or prescribed by a licensed professional. For instance, Kpea said, glycolic acid might comprise 0.003 percent of an over-the-counter product. “When you go to the spa and [use] something with 10-percent glycolic acid you see the results right away,” she said.  And at Spa Vuré, she added, “You also have licensed professionals who tell you … what you need to look at … show you what you need to do.”   

The biggest threat to her spas isn’t necessarily competing spas, Kpea noted. It has more to do with people’s mentality about skin care, because there are so many spa skin-care products on the market. People don’t see going to a spa as something they should invest in.    Changing that mentality is one of the most challenging aspects of being in the industry, she said.  “It’s just amazing to me the investment we put into things that are essentially dead,” she said. “People don’t realize with massages … you’re actually breaking up toxins in your body and you’re flushing them out. … Your stress is not going to group up in different places and you can actually process information better.”  And because the best way to relay the message is through the health-and-beauty providers, Kpea said she has to focus on making sure her employees are the best they can be.  That involves listening and responding to their needs, giving them a supportive environment and caring about their families, she said.  “It’s really their business,” she added. “We provide the facilities. We provide all the extras. But really, each person is responsible for the lives they change and touch.”   That connection with the employee is what makes a customer come back.  

Spa Vuré’s four locations – at the Providence Place mall, Narragansett, Johnston and the newest one in Newport – each offer massages, facials, body treatments, hair-and-nail care, cosmetics, waxing, laser hair removal and cosmetic medical services, such as Botox injections. The Narragansett spa is in the same building as one of the Skin Medicine USA offices. One of the benefits of being linked with Skin Medicine USA is that the spa company has a pool of medical professionals to pull from for the cosmetic medical services it offers. In addition, medical professionals at Skin Medicine often refer people to the spa and vice versa, when a spa employee notices a skin condition that needs care.  “We love the synergy between the two,” Kpea said.  As for the future, Kpea said her first goal is to make sure each spa is operating at capacity. She’d like to build a better pool of repeat customers, and then to open more spas in other states and possibly even internationally. The spa employs 54 people at four locations.   Kpea said she is not concerned about talk of recession.  “I’m definitely at an advantage to be a partial business owner, because I was raised in a house of entrepreneurs and I saw hard times … I didn’t see fear,” she said.  Her biggest concern is that all the recession talk will affect employees’ state of mind in a negative way.  “It’s my job to encourage everybody,” she said, and to explain that there will be people who still come to the spa. “My biggest challenge is to continue communicating.” 

 

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With 12,000 Americans turning 50 every day, many doctors are expanding their existing practices with the addition of a Medical Spa. Since there is no shortage of Baby Boomers who want to stop the aging process, this is an excellent time for physicians to explore the Medical Spa industry.

The International Association for Physicians in Aesthetic Medicine (IAPAM) has completed this tip guide designed to help physicians who want to either open a medical spa or add aesthetic medical procedures to their existing practice.

“Medical Spas are a natural progression of medical practice expansion, having a medical doctor run them gives them the credibility and public confidence needed for their success,” says Jeff Russell, executive-director of the IAPAM. Physicians need to find a way to utilize their skills to expand the scope of their practice. The growing demand for personal attention and service in medicine may provide opportunities for physicians who see the benefit of addressing these needs.

Medical Spas are a natural progression of medical practice expansion, having a medical doctor run them gives them the credibility and public confidence needed for their success

Don’t try and re-invent the wheel, learn from our experience, here are 6 tips that will help you successful add medical aesthetics to your practice.

1. Do It Because You Want To Do It

Adding a cash-based revenue center in the form of a Medical Spa should yield great returns. However, if you are not doing what you truly enjoy, it will show on your bottom-line. As you will probably be spending more time and money than you originally planned, you need to make sure opening a medical spa is what you really want to do.

Why are more and more physicians looking at adding these cash-based aesthetic medicine procedures by opening a medical spa? One reason is fees are much higher than those for reimbursable procedures.

2. Start with a Road Map

You should have a clear strategy of what services, procedures and products you will offer. Don’t try to be everything to everyone. Opening a medical spa typically involves combining medical and aesthetic procedures along with complementary physician-directed skin care products.

One thing I strongly advocate is having a plan. You should have a business plan that outlines what you want to accomplish (goals), and a road map on how you are going to get there. You should have a spa marketing plan to clearly outline what you are going to do in order to get the best return on your investment (time).

A very important part of your business plan is to clearly understand what the top minimally invasive procedures are, and who is having them done. You should clearly know who your target demographic for the procedures.

3. Choose your Products, Equipments & Service Menu Carefully

Before you purchase any equipment, you should know which spa medical procedures you are going to perform in your practice. Hair removal, although popular, is very commoditized. You may want to focus on vascular and pigmented lesions, skin tightening, wrinkles and acne scars, and skin rejuvenation. It is also important that your equipment can be easily upgraded as new technologies become available, and not need to be replaced.

Don’t forget about ensuring each room has sufficient space to highlight the physician directed skin care line you will also carry. When choosing your skin care products, choose the ones that have active ingredients, you certainly don’t want to compete with a department store or the spa down the street.

4. Building your Dream Team

Since you will not want to be tied down to the day to day operations of the MedSpa, you may consider hiring a medical spa manager. This person needs to have exceptional customer service values, and be talented enough to choose and develop the right team to perform your medical aesthetics procedures.

The nice thing about offering medical aesthetic procedures is that in most States you do not have to do the actual procedures, you can hire an experienced aesthetician, RN, PA, or NP to do them. Allowing these trained extenders to generate revenue whether you are there or not.

5. Spa Marketing and Spa Promotion is Key

First of all you need to let all your current patients know about your new medical spa, but do not think this is enough! You will need to have a comprehensive spa marketing plan prior to your grand opening. You may want to offer free informational sessions on popular topics (i.e. wellness) or a special promotional treatment package.

6. Don’t forget about regulatory and insurance issues

Since you will be incorporating medical procedures in your practice you need to ensure you have the proper liability coverage for the procedures you will be performing. While you may already have malpractice insurance, it may not cross-over to the medical spa. Many insurers are now requiring offices adding or expanding cosmetic aesthetic procedures to their practice to document clinical and/or accredited training on all non-ablative modalities before a policy of coverage will be extended. Please consult your insurance provider and your legal advisor to ensure you are accurately covered.

The underlying theme here is – Be Prepared! The key to any spa business success, including opening a medical spa, is having clinical expertise and a team in place to operate the medical spa.

As you develop and grow the medical spa, you are going to experience the same growing pains common to any new business; the key is identifying them and responding to them.

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97% of all spa guests have indicated that they would use the spa more often if they could have a better price or a special discount. Your day spa marketing plan, resort spa marketing plan, or medical spa marketing plan must include special spa deals throughout the year.

Spavelous offers you an opportunity to get more business for your property through our extremely popular Best Spa Buy listing, Deals for Group Specials section, and Just for You spa special area. In addition, you can submit spa events for our online Spa Special Events Guide.

Members who enroll in the Spavelous RSS Feeds, will receive daily updates of these specials. The Members you have enrolled for your spa will receive your spas specific offers whenever they are available. Let Spavelous keep your spa guests informed. Spa Deals can help you to fill in gaps in your service providers schedules, or generate traffic for slower business days.

Contact Spavelous and see how we can help you to build your business.

 

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Are you selling Gift Certificates or Gift cards online to your clients over the internet now? Spavelous provides you with an opportunity to promote your spa gift certificates thru Spavelous. If you have a Basic+, Enhanced or Premier program, this service is offered to you at no extra charge. We will provide a link directly to your gift certificate web page. We do not charge any additional fees for this service, and what’s more, we do not take a percentage of the sale. Why pay someone 5 to 17% of the service price when for the small sum of $75 (our basic+ price) for a year we will promote your spa certificates and you can sell and redeem as many as you want.

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