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.”

Full Article and Credits

Beauty products, Building Spa Revenue, Spa Advertising, Spa Marketing, Spa Profits Obagi

After spending thousands of dollars on Spa Equipment, does it make sense not to market it?  

Last year I spoke with a California Spa Owner who had just spent over 10,000 on new facial equipment that could only be used for one type of facial, yet she did not have less then a thousand dollars to market it.  In fact she did not have even $100 to spend on marketing this new system.  

Having the latest and greatest in spa equipment will not build your sales if you can not market it.  As I reviewed the equipment, I discovered that the equipment manufacturer did not even list the locations that carried their equipment.  Upon contacting the company directly, I asked them where I could experience this new treatment in Arizona.  They told me that that information was confidential.  

Confidential?  How is the general public going to locate a spa to experience this new technology and spa treatment if the manufacturer will not even tell you where you can have it done?  Spa owners need to market these new services.  If you can not afford $1000 a year to market the services and your spa, then you should not purchase the equipment, even if the return on investment for the equipment may appear to be 30 – 50 treatments.  

Even a small massage franchise can cost you in excess of $250,000 to open. Make sure that you plan your marketing budget, coordinate your efforts and put out a unified brand image.  Look at where you will receive the best ROI (Return On Investment) and measure and track the success of you are achieving with the leads you are getting.  

Spavelous Spa Marketing Programs offers the best ROI,  we continually support and market you throughout the year.  Regardless of the program you sign up for, we realize that we can not be successful unless you are successful.  We are flexible in working with you and work diligently to keep you informed of what is being said about your spa.  In addition, if we find that a new spa service is being searched for in your area, we will reccommend to you ways that you can incorporate it into your spa and we will promote it at no additional fees.  

Our fees are fixed at a price, we do not charge any more for the additional services and support we provide.       Contact Spavelous and see how we can help build your positive word of mouth and build your spa sales.

Body Treatments, Building a spa, Spa Marketing

How are your promoting lash extension services?

“Lash extensions are 85% of my spa business. I have been doing lashes for more than three years now, and my best promotion for new business is referrals. I have tried advertising and was never able to get my money back. I average 5-6 lash services a day, so I have built a good lash clientele. When I first started, I needed to build my clientele so I offered free services to everyone I worked with and other stylists I knew. They would be my advertising so when their clients noticed and asked about their lashes, they would give them my business card. In return, I would keep filling their lashes. I also did a monthly mailer discounting the first lash application to all existing clients, as a reminder of my new service. Now that I have more than 100 regular lash clients, this is the busiest time of the year! The holidays are a great time to get new lash clients. By offering party lash flares (just on the outer part of eyes), partial sets (a half-set with a gradual fade into the natural lashes) or fun holiday lashes (false lashes mixed with glitter/colored extensions), you can spend less time on each application and introduce new clients to the service. There are a lot of people that will try the extensions this time of year and only do the lashes for special occasions, but they will be at parties with a lot of potential clients. Lash extensions, when done properly, can be an amazing increase to your business and income! You have repeat business like no other service. Clients love the way they look with the extensions and will come back regularly for fills. For all my regular clients, I give them a free fill for their birthday and they love it. I also have a referral program—for every new customer my client sends me, they receive a free fill. I have a few clients, especially in the current economy, that are working hard at sending me referrals because they do not want to give up their lashes. My business cards are flying out the door! My clients love their extensions and tell me they never want to be without them. There is no better way to advertise than having your work walk around in front of people all day long. And people will always notice other people’s eyes. Remember, extensions are addicting—for you and your clients!”

—Michelle Bouse, owner, Beauty Boutique, Burbank, CA

CA Day Spa, CA Spas, Eye Lash lengthening, Spa Marketing

Despite the technical mumb-jumbo, marketing your business online is not complicated. If yours is complicated,, then it’s time to rethink your online marketing strategy. It doesn’t matter whether you are a medspa or a car dealer, you can use online marketing to effectively boost your business. I have consulted with hundreds of business over the years, and the prevailing issue that I come across again and again is that business owners start spending money on their website and online advertising without having a solid goal in mind. Begin with the end in mind, and work backwards from there. You cannot have any hope of succeeding if you don’t have a specific, measurable goal for your online marketing efforts.

There are only two real functions of online marketing, and chances are good that your current website accomplishes neither. If so, you are wasting money. The first function is lead generation – new patients / clients coming to your business ready to hand over their money in exchange for your services.

The second function is to market additional services to you existing patients. Now in this sense, I use the term “marketing” loosely, because marketing to existing clients usually resembles educating them. Educating them about your services, offerings, advantages, strengths, and doing it in a way that makes them ready to come in for more. Does your existing website truly educate people?

One of the main principles we share here at the Medspa Marketing Institute is the concept of the marketing funnel. The marketing funnel is your lead generation system, and it’s a series of marketing steps that turns prospects into patients. The second major system we teach ids the patient profitability pyramid (PPP). The two go hand in hand. You get new patients into the business via a well thought-out marketing funnel. Then, once they become patients, you use the PPP to get them back into your spa or practice, buying additional services – ideally more expensive services.

Your website and online marketing efforts are a component of both of these systems, but a single website cannot fulfill both. So , you may need to entertain the idea of having multiple websites. One for your lead generation efforts, and another to support you patient profitability pyramid. That may sound like a lot of work, but it’s really not, it just takes a bit of planning, and being strategic with your marketing efforts.

The next installment in this series will discuss how to create websites (or modify your existing sites) to effectively generate leads, or get your existing patients spending more money.

Full Article and Credits

Spa Marketing

In business, nothing matters more than selling your products or services. It doesn’t matter how cool your Web site is or how great your products or services are if your staff doesn’t have the ability to sell. Here are four techniques you can implement today to get more sales tomorrow:

Technique No. 1: Give It Away

That’s right, give it away! No, not the farm: the experience. Right now, your customers are concerned about the economy. So, you have to let them know why your products and services are the best choice for them. Use the experience your salon provides as proof of why you are different from the competition and you’ll rise to the top.

Technique No. 2: Get Referrals

Nothing is as great as a referral. Why? Because referred customers are nearly 80-percent sold on your salon already, thanks to your current customer base. Converting them the remaining 20 percent of the way is a no-brainer. However, most salespeople rarely get this opportunity because they never take the time to ask for referrals. Don’t make that mistake; ask your clients if they know someone who would enjoy your products and services. Chances are they do and would be happy to bring them in—especially if you offer an incentive for their efforts.

Technique No. 3: Introduce Yourself With Influence

The first step to meeting a new client is making a quality introduction. You must introduce yourself as an expert in the industry and tell the person why he or she should want to spend money at your salon. Also tell the customer why he or she should do business with you instead of your competition.

Technique No. 4: Practice To Make Your Pitch Perfect

There’s that romantic notion that you can get in front of a customer and “fake it ‘til you make it.” It doesn’t work. Instead, you should practice your sales spiel until you know it backwards and forwards. Rank your points in order of importance; when you present them to a prospective client, start with the important items and work towards the very important ones.

But before you communicate the most important point that drives homes the idea that you are the customer’s best choice, tell them something negative about your salon. For example, maybe you’re more expensive than the competition. If so, tell the potential customer up front. Why? Because you will come across as a trustworthy and credible resource, which will make the customer feel more comfortable with you. Then, you can turn around and hit them with your best feature—the one that makes your salon worth the greater expense.

Regardless of how you’ve performed when selling in past, these four sales techniques will help you achieve more success and make more sales.

Full Article and Credits

Spa Marketing

Build client Loyalty

• Build loyalty with existing clients and employees.
• 80/20 rules always apply.
• Stay in contact with the spa’s most loyal 20%.
• Keep track of your top customers and let them know you appreciate their business.
• Create a spa environment that is positive for employees and customers.
• Develop an online marketing program.
• Use all those client email addresses you’ve been collecting over the years.
• Let customers know about special events, new treatments and promotions going on at your spa.
• Send clients an email and give them a good reason to come in for a new spa experience.
• Provide value and strengthen relationships with existing clients.
• Send clients appointment reminders.
• Let clients know when you have appointment openings.
• Deliver Welcome emails for new clients.
• Send out a spa newsletter.
• Think long term.
• Update your website and keep it current.
• Educate your clients.
• Optimize your connections with clients.
• Know your audience and what they need. 

Spa Finder, Spa Marketing

• Create partnerships with other retailers and garner support for your business.
• Have a spa event at your day spa or salon.
• Get out of your comfort zone to create new customers.
• Look for ways to provide a key service to an unserved market.
• Help others. Selflessness and helping others is empowering. Problem solving for others keeps you ready for new challenges.
• Improve your processes.
• Correct mistakes that you’ve too busy to fix.
• Act on revenue-generating processes you have been meaning to get to but keep putting off. 

Building a spa, Day Spa, Spa Business, Spa Finder, Spa Marketing

What is SEO… for Salons, Day Spas & Massage Clinics?

Spa Marketing & Advertising

SEO- stands for Search Engine Optimization.
10 years ago, this term didn’t exist… but now it’s probably the
most vital media for a professional day spa or salon.
I.e: Your Day Spa, Salon, Massage Clinic.

Why? Well, research and trends are showing that EVERY day more and
more people are choosing their professionals that they want to do
business with… and buying every day products ‘on-line.’

Even in our own seminars, I’ll do a poll with the audience and ask
them, “How many of you go online to check the news, get directions, buy
airline tickets, gifts etc… NOW… more than you did 1 year ago?”

Answer: an overwhelming # of hands go up.
Pretty much the entire room.

Which Means:
“YOUR CLIENTS & PROSPECTIVE CLIENTS… are online looking for skin
care treatments, streaks, massage, hair cuts, and in many cases a
general hair salon or day spa to frequent.”

If you do NOT have a strong presence, then you are losing business
that is sitting literally in your back yard.
Here is another way of putting it:

“When you open a salon or day spa… do you rent or buy real estate?”

Answer: Of course

“Do you put a sign up?”
Answer: Of course… (or you should)

Last question, imagine having the ability to go into ‘just’ the
homes in your city, suburb, small town that are ‘interested’ in
what you have to offer… and these people have questions.

Wouldn’t it be great to ONLY talk directly to those people…
answer their questions, give them educational and promotional
materials… and invite them into your place of business?

This is a No-Brainer… the answer is “YES.”

Now, I realized that I didn’t go into the 2 different types of SEO
here… however I will in future emails.

What I wanted you to ‘get’ is that the future of spa marketing,
salon marketing and massage marketing is on the Internet (with few
exceptions… very few). And the sooner you get your website
presence dominating the search engines… the more success you will
have and the more money you will make.
It’s that simple.

Spa Marketing, Spa Professionals

This article is brought to you by Spavelous.com.

 http://www.spavelous.com

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.

Full Article

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.   

Day Spa, Spa Advertising, Spa Business, Spa Business Plan, Spa Marketing