Spa Marketing

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 

Spa Business / Spa Press Releases / Spa Marketing

Considering opening your own spa or skin care center? Here are answers to some of the most frequently asked questions, from the minimum equipment and space for a room to choosing a product line. Have a question that isn’t addressed here? Write me

Q.What is the minimum equipment/space I need for the skin care room?

A. The average treatment room should never be smaller than 10’ by 10,’” says Bonnie Canavino, of Spa Specifics and Red Cherry Labs in Downers Grove, Illinois, because a massage therapist needs room to move and an esthetician needs room for equipment. What type of equipment? “You should provide a basic facial steamer, high frequency machine, hot towel cabi, UV sanitizer, wax system, five-diopter lamp, treatment bed, ergonomic technician chair and possibly hot mitts and a warming blanket for under the body,” explains Canavino. You might also opt to bring in a galvanic unit, LED lighting, and microdermabrasion in the future.

Q. How do I choose a product line?

A. Know your market. You should already know your client demographics, including their age, income, as well as the demographics of your community as a whole. Your climate and geographical region may also be a factor. When you have this information, take a look at your culture, says Canavino. If you plan to be “green,” look for organic lines. If your spa is urban and trendy, find a line with cutting edge technology. And if your spa is suburban or conservative, a cost-effective line is the way to go. Christi Cano, a spa development consultant with Creative Spa Concepts based out of Kauai, Hawaii, advises finding out about training, support and minimum order amounts from the manufacturer, as well as if the line is already carried in nearby spas. But don’t bother buying a warehouse full of products or carrying several lines. “Just choose one and commit to it wholeheartedly,” says Cano.

Q. Which skin care services should I offer?

A. Don’t think you can play it safe by offering just the basics. You also need to offer acne, rosacea and anti-aging treatments at minimum, says Canavino, or you won’t be able to compete. Every employee should be trained in how to do each service the same way. Above all, be flexible. If no one is booking microdermabrasion, transform that room into a massage area, says Cano.

Q.What type of compensation should I offer?

A. Commission should be no higher than 45 percent,” declares Canavino. “Someone with no experience and no clientele should be at fixed dollar amount per hour, and when their services exceed that dollar amount, they can go to 35 percent. As they grow, take them up to 45 percent, based on retention, retail sales and existing services. “When you pay per hour, have a list of tasks for them to perform, like taking care of the relaxation area, working the front desk, cleaning retail shelves, and doing laundry. You want them to build their career and their expertise in customer service and all areas of the spa.”

Q. What kind of questions do I ask potential spa staff?

A. A thorough interviewing process is a must for hiring any type of staff. Consultants advise communicating the culture of the spa to the candidate on the first interview, and finding out about his or her own goals, education and experience. Clearly define the responsibilities and expectations of the position he or she is applying for, as well as how the spa will support them through advanced education or otherwise. For a second interview, says Canavino, ask potential managers how they would handle specific situations and confrontations. Have a potential esthetician perform a service on a staff member, and observe how she communicates with the client. What questions does she ask in the consultation? How does she guide the client through the process? How does she close the sale? How does she ensure that the client returns? Let the candidates know they will be doing this beforehand, so they have time to prepare.

If the candidate makes it to the third and final interview, discuss the employee manual and how they feel about policies and procedures. Don’t rush it, says Canavino. The more you talk to a person, the better understanding you’ll have of whether she’ll fit in your culture. A recent grad may be an easy fit, but you’ll have to provide a broad education program when she joins your staff. Conversely, experienced technicians will need less training, but it’s imperative they work within your culture, not that of their previous employer.

Q. What kind of retail program should I have for skin care?

A. The standard is 10-percent commission on retail sales, says Canavino, or you can do a sliding scale if you want to go higher. To get clients hooked, factor the price of a skin care starter kit into a treatment so clients have something to take home. Educate the esthetician on ways to recommend products so she doesn’t feel like she’s selling, and structure promotions so there is always something new to catch the eye. “Another key is compensating the front desk for retail sales, although the commission might not be as high. Receptionists sell to walk-ins and must close the sale if the esthetician is busy or not willing to sell.”

Q.How often do skin care professionals need continuing education?

A. Education should be ongoing, as things change so rapidly in skin care. The skin care line you carry should have an education program, says Canavino, and there are schools that offer CEU credits, as well as classes at various shows and events. “Get copies of every CEU credit your staff gets and keep it in their files so you know they are all up to date.” Put a certain percentage of their retail or service dollars toward an education account for each employee, or match their education spending dollar for dollar.

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Best Spa Locator / Anti Aging / Find a Med Spa / Facials

Spa Vacation Finder –Spa Resort, Day Spa, Medical Spa

Spa Business / Spa Press Releases / Spa Marketing

An array of innovative new products were named “Best of Show” at the 2008 Los Angeles Spa & Resort Expo and Conference and Medical Aesthetics Conference and Expo. The New Product Showcase winners in both the spa and medical aesthetics categories were selected by a judges from a media marketing and gift certificate company dedicated to the spa marketplace.

The “Best of Show” award for best new spa product went to Borba Skin Balance Water, Booth #367. Borba Skin Balance Water contains a revolutionary cultivated bio-vitamin complex and a scientifically-designed blend of nutrients to help skin regenerate its natural support system and improve clarity. Infused with goji berry, cranberry and essential B vitamins, the Clarifying Skin Balance Water also features pomegranate for antioxidant benefits and to protect cells from potential damage caused by free radicals.

The “Best of Show” award for best new medical aesthetics product goes to Suntek Global Indigo Viewer, Booth # 734. Suntek Global’s Indigo Viewer is a video microscope designed to produce clear and precise image magnification up to 650X for skin and hair analysis. The image sensor displays skin and scalp surfaces, hair shafts, hair follicles, and hair roots onto a high-resolution color computer or television monitor, and is compatible with standard computers via USB, televisions and other video output devices. The Indigo Viewer is affordable and user-friendly and is effective in increasing treatment and product solution revenues.

The “New and Notable” product winners are: — Dermasweep’s Multi-Level Skin Resurfacing System, Booth #928: Dermasweep offers three levels of treatment: Micro-Resurfacing, Epi-Infused Micro-Resurfacing and Hydro-Assisted Dermabrasion to reduce early aging lines and treat hyper-pigmentation, photo-damage, acne, surgical scars, dehydration, and pre-PDT. EquiFit, Inc. SilverClene24, Booth # 238: EquiFit’s SilverClene24 is the first product in the new AgSilver SpaCare line. SilverClene24’s ionic silver technology is tough enough to rapidly kill a broad range of organisms including the MRSA “superbug,” VRE and fungi, yet gentle enough for daily use by spa personnel without masks or gloves.

Fraxel Skin Ecology System, Booth #704: The Fraxel Skin Ecology System is a physician-dispensed line of cosmeceuticals and hydrating masks designed by Reliant Technologies, developer of the Fraxel family of lasers for skin rejuvenation. The Fraxel Skin Ecology regimen maximizes the benefits of the Fraxel treatment as it moisturizes, soothes and protects the skin throughout the Fraxel treatment cycle. All products are made with natural ingredients that are hypoallergenic, surfactant-free and fragrance-free.

GliSODin Skin Nutrients, Booth #916: Developed by Isocell Paris FRANCE, GliSODin Skin Nutrients’ nutricosmetics support skin, beauty and medical aesthetic procedures. With more than 18 clinical studies and 2 US patents, GliSODin has been shown to benefit many conditions related with oxidative stress.

NuSkin Enterprises Galvanic Spa System II, Booth #523: NuSkin Enterprises’ Galvanic Spa System II, aka the “wrinkle iron,” features self-adjusting galvanic currents and interchangeable heads for lines, wrinkles, scalp conditioning, and body sculpting.

Resurgent Health & Medical CleanTech IC Automated Handwashing System, Booth #762: The new CleanTech IC Automated Handwashing System is the first fully-automated, touchless method available for handwashing, sanitizing and rinsing. The CleanTech IC’s ten second cycle uses a non-alcohol disinfecting solution of water and Chlorhexidine Gluconate (CHG) to virtually eliminate transient pathogens from the hands.

SkinAgain, LLC Healing Cream, Booth #914: SkinAgain Healing Cream hydrates, refreshes, heals, and soothes skin with natural ingredients. This multi-purpose product addresses dry skin conditions, severe skin trauma after radiation treatments, aids in the repair of incisions from surgery, burns from household accidents, sunburns, and more.

Kalil Medical Products Vi Peel, Booth #639: The Vi Peel addresses skin problems at the cellular level rather than burning skin off. The Vi Peel improves the tone, texture and clarity of skin, reduces or eliminates age spots, freckles and hyper-pigmentation, including melasma, softens lines and wrinkles, clears acne skin conditions, reduces acne scars, and stimulates the production of collagen. With the use of the Vi Derm moisturizer, downtime is reduced to less than one week.

As the only trade event that continually caters to both the fast-growing spa and medical aesthetics industries, the Spa & Resort Expo and Conference and Medical Aesthetics Conference and Expo are the ultimate resources for cutting-edge industry information, product innovations, technological advancements, and access to the newest developments in service and treatments.

About Resurgent

Resurgent Health and Medical of Golden, Colo., is the leader in automated handwashing and sanitizing technology. For almost 20 years, its Cleantech(R) brand systems have been used worldwide in agriculture, food processing, food service, clean room manufacturing and healthcare. CleanTech uses up to 75% less water than manual handwashing, discharges 75% less wastewater, and reduces waste in soap utilization.

Best Spa Locator / Anti Aging / Find a Med Spa / Facials

Spa Vacation Finder –Spa Resort, Day Spa, Medical Spa