Spa Marketing

Recession? Relax: Spas build sales through corporate clients

The consuming masses may be worried about making ends meet, but the luxury hotel spa industry is finding new ways to attract business. They’re reaching out to corporations.

“Companies are looking for the perfect outing to entertain their best clients or reward their best employees,” said Pamela Margolis, co-owner and president of the Hotel Ivy Spa Club in downtown Minneapolis. “You don’t have to be good at spa-ing — there’s nothing to practice. It’s more flexible than organizing a round of golf … and it doesn’t take six hours out of your day.”

The club, which opened in February at the upscale hotel, is part of a national trend to help build sales by working the corporate angle. The aim is to grab a bigger slice of the smorgasbord of company perks. So in lieu of a coupon for a fancy steak dinner, theater tickets or day on the links, spas want businesses to think about a pedicure with a serving of strawberries and champagne on the side.

Spas are a $9.4 billion business in the United States, employing more than 234,000 workers, according to the International Spa Association. But traffic has been flat or declining in recent years, even as the number of spas has tripled since 1999.

A host of local companies already has taken up Ivy’s invitation to indulge. General Mills recently offered up the spa as one of several “recreation day” options for employees attending a two-day company meeting. TPG Credit Management sent seven administrative staffers there as a reward for their hard work. A dozen members of the Minnesota Electrical Contractors Association scheduled a half-day retreat at Ivy’s.

Most events appeal to women, though growing numbers of men are forsaking their machismo and settling in for the perks of a good pamper.

A networking event at the Ivy with appetizers and a handful of short spa services for about 30 people might cost around $3,300, including tax and tips.

An express pedicure for half a dozen people would be about $350.

Minneapolis corporate law firm Lindquist & Vennum was one of Ivy’s first corporate clients. The firm held a networking event at the 17,000-square-foot spa and fitness center in late February for about 40 of its female clients.

The hotel, which has separate ownership, catered the drinks and appetizers. An assortment of mini-services — a chair massage, reflexology foot rub, and an exfoliating hand and arm rub — were there for the taking. The event ran from 4:30 to 7:30 p.m.

“A lot of our clients are working moms and they’re juggling lots of responsibilities,” said Barbara Wood, an attorney at Lindquist & Vennum who helped set up the event. “People liked the idea they could swing by at the end of the day and not have to rearrange their schedules.”

The spa outing wasn’t meant to replace the law firm’s popular golfing event or its annual evening at Orchestra Hall, Wood said. But it was such an across-the-board hit that a meet-and-greet at the spa may become a regular offering.

“It’s a challenge to find something that is unique and doesn’t sound like a cliché,” said Shelly Gertgen, the firm’s communications manager. “This offered a top-notch experience that was self-nurturing and healthy, and at the same time allowed people to network and maintain those professional relationships. We had people writing to us and to their attorneys saying, ‘I never get asked to do something like this.’”

In the Twin Cities, few spas have the space — or the central locations — to cater to corporate groups. Some that do include the Marsh in Minnetonka; Solimar Wellness Spa in Eagan; Spalon Montage and the Day Spa, both in Edina; Just For Me in Stillwater, and Aveda’s Majestic Falls Day Retreat and Spa in St. Croix Falls, Wis.

But in an economy where retailers from Tiffany’s to Starbucks are faltering, peddling the pampered lifestyle remains a hard sell.

That’s why fitness memberships — not corporate networking events — are expected to make up the bread-and-butter of Ivy’s business. Memberships are less labor intensive and provide steady and predictable income .

The fitness center has all the latest cardio machines — including treadmills, bikes and step machines with individual cable television screens — plus free weights, yoga classes and personal trainers. Memberships run $79 to $199 a month, with the high end offering valet parking and discounts on spa services.

Urban hotel spas, such as the Ivy, typically benefit from convention visitors and business travelers staying downtown, according to a study from PKF Hospitality Research. Right now, about 75 percent of the Ivy Spa visitors are split between day guests and corporate events, said Breanna Wagner, Ivy Spa Club’s sales and marketing director.

Wagner said even as the Ivy Spa focuses on increasing membership, she’ll continue to pitch spa services to managers in human resources, health and wellness or marketing and events planning.

“It’s all about convenience,” she said. “We can bring a chair massage to the workplace, set up corporate day retreats, and pretty much anything in between.”

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Professional skin care market booms

Kline has hailed professional skin care as a ‘recession proof” category in personal care although the market research firm said growth drivers varied significantly between regions.

Europe is the biggest consumer of professional skin care products with an almost 40 per cent share of the $5.9bn global market, according to Kline’s research.

The professional category is also significantly outperforming the general market in the region and the same trend can be observed on the other side of the Atlantic in North America.

Different growth drivers

However, Kline said the reasons for the current high growth in the two established skin care marketplaces are noticeably different.

In Europe, where the market is dominated by larger brands and is more focused on treatment than pampering, natural and organic brands along with anti-ageing products are spearheading growth.

In addition, fostering longer term sales growth in the region are shifting distribution channels.

Spas are spreading as old traditions are rediscovered and luxury hotels look to reward high paying guests.

Multiplying spas provide an expanded sales avenue for professional skin care products but also moves the ideal product mix towards luxury.

Meanwhile in the US the marriage between spa treatment and take-home products is helping to increase sales through this channel.

Professional skin care products are also perceived as an increasingly attractive alternative to procedures, according to Kline.

Reflecting this growing perception is the fact that skin toning and brightening products are some of the highest growing items in the US professional skin care category.

Beyond developed markets

Kline also looked at the Indian market which is in its infancy but has significant growth potential as beauty institutes and spas open up to cater for the increasing number of high earners in the country.

So far the market is dominated by natural and ayurvedic brands that are made locally. Whitening products are also highly sought after while anti-aging products are far less popular than they are in Europe and the US.

Looking generally at the current state of the professional skin care market globally, Kline said it presented an ‘explosive opportunity’ in personal care with a myriad of high potential trends to exploit.

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Treatment Styles, Spiced Up

Is it time to spice things up? Has doing facials, applying makeup or giving massages become too routine or boring for you? One of the best ways to counteract possible monotony is to keep up with changes in times, trends and technology. Bringing your services to a more exciting level by incorporating new techniques and styles will create not only a better experience for your client, but also for you.

Take a different perspective on your usual style, as well as the room you perform treatments in, when doing a facial, makeup application or body treatment. Many trends as of late are coming from Asian countries and neighboring areas, and introducing some of these ideas into your spa can be a breath of fresh air. Asians have long utilized crystals in healing, as well as to help maintain the natural balance of the body and its flow of energy. Feng shui principles also help to balance and harmonize, and soothing hot and cold stone therapy is a continuingly popular trend.

Getting jaded

While you might consider incorporating any of these techniques into your spa routine, there’s a new tool on the block that really isn’t new at all, and it just might be what you’ve been looking for to add more interest to your menu—the jade roller. Asian emperors and empresses used jade face, eye and body rollers centuries ago, and spa professionals are once again beginning to see their advantages. The roller can help to lift and tone the skin, bring a glow to the complexion, and relax the facial muscles and body. It can even help clients achieve a more peaceful state of mind. Here, several of the ways the jade roller can be used on the face and body are explored.

Facials. The jade roller can be used in the beginning, middle or end of a facial, and can be paired with a serum, moisturizer or massage oil to give even the most basic treatment a shot of life. In the eye areas, for example, begin by applying an eye gel to the appropriate areas and then roll the jade roller in gentle motions both clockwise and counterclockwise. Continue by applying the skin treatment product of your choice to the face and using the roller in smooth, easy, upward movements.

A handy technique for knowing which areas of the face might require the most treatment is for you to pretend you are the client and think about what issues you might like addressed on your face. Are your eyes looking tired? Is the skin looking dull and lackluster? Are you feeling like your face is falling and your muscle tone has disappeared? Talk with your client about the areas they would like to focus on, but also develop techniques for treating these common trouble areas.

Massage. Jade roller techniques can be utilized in massage in many different ways, as well. A one-sided sumo roller made of sturdy, thick jade can be used for a facial massage. For the best results, roll on the face in upward lifting motions, away from the jowls or marionette lines. Follow that by rolling over the forehead or simply over the center of the forehead, treating the “number 11” furrow. Next, move on to incorporating the roller into your usual body massage routine.

Massage therapists use the jade roller to help them treat their clients for carpal tunnel, and some incorporate the roller into a routine across the front of the arms and down the back of the calves when doing a massage. Clients can enjoy the soothing, relaxing movements of the cool roller, as well as the benefits it provides for the skin.

Enhance the experience with a refreshing iced or hot jasmine tea, and find music with an Asian-American twist to accompany the treatment. You might also use an exotic herbal infusion to help balance out clients’ chi when using the jade roller treatment, and complete the service by retailing skin care products.

Eye treatments. In any eye treatment service or before applying eye makeup, place a small amount of jojoba or eye gel or cream on the eyelid and under the eyes. Use the roller to massage and relax the eyelid area, moving in circular motions. The nature of the jade stone can make this treatment cool and soothing, helping to decrease inflammation and smooth out fine lines and wrinkles around the eye. People with allergies, computer eyes, and even those with a cold or flu can potentially see great results from this type of treatment. It also simply helps clients feel good.

Makeup application. After an application of a facial serum, cream or eye gel, using the jade roller before applying makeup can help give the face a great lift. The duo-sided eye-and-face roller can be combined with blending potions to revitalize the complexion before a makeup application, and rolling around the eyes and face helps to rev up the blood flow, giving the skin a gentle, miniature workout. Upon completion of the treatment, the skin has a definite glow and will look great with any combination of colors on the eyes, cheeks and lips.

One professional to another

Spas around the country are finding unique ways to incorporate the jade roller into some of their own signature facial treatments. The Body Anew spa in Bel Air, Maryland, has paired the roller with the spa’s acupuncture face lift. Following the treatment, a dash of lavender-scented pearl cream is applied and the roller is used on the face. The spa has begun offering this service in a series of 10 treatments and compares the results of the facial as similar to those of a Botox* treatment.

The jade roller is getting good reviews from spas in other locales, as well. Summer Perry, an esthetician and massage therapist who owns the Summer Skin Care Institute in St. Augustine, Florida, says, “I use the eye and face roller in my facials and massage. I even incorporate it in my light therapy facials. Clients can get bored with your facials or treatments and with coming to you. They will move on if you do not add some new twists to your services.

“You have all kinds of clients, and they are all going to like different things,” Perry continues. “Experiment to see what works for you and your clients. The great part about adding a face-and-eye jade roller to your treatments is that it is not that costly—it’s reasonable and affordable.”

Get rolling

When looking to enliven your spa and the treatments you provide, remember that looking back can help. Everything ancient is new again, from Chinese herbs to jade skin rollers. Clients are seeking spas that offer exotic, specialized services, so after exploring these ancient tools and beauty traditions, you should publicize your efforts with them. Run ads in your local newspaper, send out postcards and offer special introductory pricing. People aren’t likely to come in for treatments unless you let them know about the fabulous options you have to offer. Consider mailing an invitation for a treatment to local celebrities, newscasters, realtors or even the town mayor and office staff. You’ll never know what will happen until you try.

Open your eyes to something new. Change is indeed good for the soul, the client, you and your business. Be the spa in your area everyone wants to go to by offering new and exciting treatments and techniques. Natural stone healing therapies can be the newest surprise that makes your next facial, massage or makeover absolute skin bliss.

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Murad Expands International Presence With Appointment of Danny Guez

Murad, where skincare meets healthcare(R), is implementing new strategies and adding more resources as demand for its products continues to increase Internationally. The International team, under the direction of Vice President of International Sales, Jean Runel, will now consist of three regions with the appointment of Danny Guez, the new Director of International Sales for Europe and the Middle East.

“We are focused on expanding our infrastructure to meet growing worldwide demand for our products,” says Richard Murad, COO of Murad. “Just as we responded to the tremendous growth in our domestic business with a corresponding increase in staff and support, we will meet the consumer demand for our products and services on an international level with equal preparedness.”

Guez will oversee business development in Europe and the Middle East, regions that represent a significant percent of Murad’s total international business. His background is in international management, marketing planning and business development in international markets for companies operating in the Europe, Middle-East, and Africa. He is joined by Ryan Suhi, who manages Asia and Australasia (encompassing Australia, New Zealand and Papua Guinea). Suhi has been with Murad for over two years and continues to build business in these regions. He will also be adding South Africa to his area. The Latin and Central America region is currently managed by Runel.

Murad, Inc. was founded in 1989 by Howard Murad, M.D., recognized as one of the world’s foremost authorities in skin health. Based in Los Angeles, CA, the global headquarters are home to the Murad Medical Group, the award winning Murad Medical Spa, the revolutionary Murad Inclusive Health Center(R), and Murad Research Labs.

As the pioneer of the doctor-branded skincare and medical spa movements, Dr. Howard Murad and his research team develop innovative formulas that consumers can access conveniently through the company website, salons, spas and select retail outlets. Murad products are available in over 33 countries, and are ranked number one as the best selling professional skincare brand in leading salon and spa locations worldwide.

For more information and other locations offering Murad products and professional services, please call 800-33-MURAD 

Today’s subject: Blue Amber Medical Spa & Wellness in West Bloomfield

The challenge: To ensure medical safety and give patients peace of mind for such treatments as Botox injection, laser skin resurfacing treatments and hair removal.

Background: Many so-called medical spas offering such services do not have a doctor on-site full time, which has prompted some criticism. The American Society of Dermatologic Surgery has recommended the presence of a doctor for such procedures.

Solution: Dr. John P. Sosa founded Blue Amber Medical Spa & Wellness as his sole practice. Blue Amber is affiliated with a plastic surgeon’s office next door, so in the event that Sosa cannot be present when a procedure is scheduled to be performed by his staff, a doctor from that office comes over to Blue Amber or the appointment is rescheduled.

The lesson: Geri Sculley of Howell says she was burned by a light peel mask at a facility that had no doctor on staff to examine her skin or recommend follow-up care. She has switched to Blue Amber.

“I’m always amazed at the number of smart women who make dumb decisions when it comes to their skin care,” she said. “They’ll spend hours picking out the perfect pair of jeans yet will pick a medical spa out of the phone book. … I got smart very quickly” after the skin injury.

She said Sosa “makes it a point to review every procedure, and he alone administers many of the treatments.

Michael Law MD Aesthetic Plastic Surgery introduces a new device for virtually pain free laser hair removal.

Raleigh, NC, May 17, 2008 –(PR.com)– A new development in laser hair removal technology makes laser hair removal virtually pain-free.

Serenity, a machine produced by Candela Lasers, uses gentle suction to pull the skin into a rectangular nozzle, which turns off pain receptors going to the brain from the area.

People, who had previously thought of laser hair removal as too painful, are now reconsidering the procedure. “We are pleased to announce the latest addition to our arsenal of laser technology, maintaining our place at the forefront of laser hair removal, laser skin tightening, and anti-aging skin care,” says Kile Law of Dr. Law’s Medical Spa, Blue Water Spa.

Over the past ten years, the aesthetic laser industry has sought continuously to improve the comfort and efficacy of laser procedures. People who have received laser hair removal in the past will be amazed at the comfort of laser hair removal with this new technology.

The new device, combined with the two different wavelength hair removal lasers being used at Michael Law MD Aesthetic Plastic Surgery allows people of color to utilize hair removal processes. In the past, anyone with darker skin tones potentially could suffer from severe scarring if they attempted laser hair removal. But those days are gone thanks to the new technology.

Mary D. Nelson Inducted into Cambridge Who’s Who Executive, Professional and Entrepreneurial Registry

Ms. Nelson is an expert in performing hot and cold stone massage. She conducts various educational programs on stone massage therapy for the Healing Arts Industry and aesthetic industry worldwide.

Mary D. Nelson, LMT, MLSTI, RM, Owner and President of LaStone Therapy, Inc. has been recognized by Cambridge Who’s Who for showing dedication, leadership and excellence in massage therapy.

As the owner and president of LaStone Therapy, Inc., Ms. Nelson oversees business operations, and personally trains instructors in her methodology of stone massage. She conducts various educational programs on stone massage therapy for the Healing Arts Industry and aesthetic industry worldwide. She is an expert in performing hot and cold stone massage.

Ms. Nelson is a Licensed Massage Therapist form the state of Arizona. She successfully completed coursework in Massage Therapy at the Desert Institute of the Healing Arts, now Cortiva in Tucson, AZ in 1991 and attended Pima Community College for Psychology and Interior Design in 1973-1974. She is affiliated with the International Massage Association and was awarded the Spavelous Spa Rose Award as Massage Therapist of the Year in 2008.

Ms. Nelson, an expert in massage therapy, is available to speak with the media and may be reached via email at nelson@lastonetherapy.com.

The Cambridge Who’s Who Mission
The mission of Cambridge Who’s Who is to ensure that Cambridge members receive recognition, support and credibility to advance their careers. Cambridge Who’s Who is also committed to delivering the highest quality networking resource for job recruitment, career enhancement and new business development.