On the Surface
Non-Invasive Skincare Services Improve Image, Profit Potential

by Matt Morgan

“Invasive treatments, because they are fast and often dramatic, are still in high demand—but it is clear that an increasing amount of clients are looking for noninvasive treatments,” says Jon Canas, president of Phytobiodermie in Mount Dora, Fla. “Invasive treatments are not without dangers, sometimes short-term and often mid- to long-term. Who wants to take the risk? At the same time, an increasing number of customers are interested in natural products and natural processes.”

Non-invasive treatments are popular for two reasons, says Tara Becker, executive director and co-owner of Spa 415 in Beverly Hills, Calif.: “The cost is substantially less [than for invasive treatments] and there is little to no recuperation period or downtime. So, it’s easier on the client financially and physically.”

Unaware consumers might regard spas as a commodity, indistinguishable from one another. However, with non-invasive equipment, spas can offer services that make them stand out—not only from other spas but also from the plastic surgeons and dermatologists in town.

“In order to be competitive, a spa needs to have the most modern equipment, the hottest products and effective body services,” says Angela Nice, owner of M Aesthetics in Beverly Hills.

Body-contouring therapies such as lymphatic drainage and cellulite reduction are non-invasive methods becoming popular in today’s spa environment. Equipment can supplement a spa technician’s procedures, while in some cases machines open a new realm of treatment possibilities.

For example, lymphatic drainage “is a proven modality from both health and beauty points of view,” Canas says. “Yet, few technicians do it well. A manual lymph drainage of the body is long and tiring. But, with the right equipment, it is faster, more controllable and highly effective.”

Endermologie® is a French technique used to reshape the body and improve skin quality and texture. The FDA-approved procedure works through motorized handheld rollers that fold and unfold skin to improve blood and lymphatic flow. Results are temporary, so Endermologie is an ideal candidate for series treatments.

Vacuomobilization™, also introduced in France, is used to improve skin conditions such as elasticity deficiencies, wrinkles, sagging skin and scars. The technician uses suction of varying strengths and cup sizes to increase circulation and allow the body to rid itself of toxins.

Such non-invasive services can be performed as standalone procedures or added to traditional spa treatments. The spa expends minimal extra time and labor, yet the high perceived value of the additional service pays off at the register.

Spas must be cautious, however, not to lose sight of what it does best. Equipment for non-invasive or other services is not a cure-all.

“A spa remains, in my mind, an oasis of ‘high touch’ in this world of ‘high tech,’” Canas says. “Equipment, regardless of its purpose, should not replace the touch of a caring and well-trained technician.”

Instead, equipment should be used to supplement the technician’s skill to maximize the effectiveness of a treatment. The added benefit of equipment can be translated to additional profits for the spa.

“Now that you have more services to offer, you can’t help but increase your revenues,” says Becker, a Day Spa Association (DSA) board member. “If you stay on the cutting edge, you will draw attention from the consumer and start to increase your business.”

The whole point of non-invasive equipment is to make money for the spa, Canas says. Since equipment for non-invasive services can run anywhere from around $3,000 to $20,000, the purchasing decision should not be taken lightly.

A poor choice such as an ineffective machine, backed by ineffective marketing, can prove costly.

“Treatments need more than a non-invasive label to be attractive,” Canas says. “They need to provide results. If they do not, you have made the wrong selection of modality and/or equipment.”

On a more positive note, the premium generated from a quality machine wisely integrated into the menu can make non-invasive equipment lucrative.

“It can be a costly investment, but well worth it,” Becker says. “If you do your marketing right and introduce the treatment right away—and even before you have started offering the treatment, pre-book appointments, etc.—there is no reason why you can’t start expecting a return on your investment almost immediately.”

For example, Phytobiodermie offers a $3,300 lymphatic-drainage machine with training included.

“It justifies a 25-percent minimum price premium to a European-style facial or a body treatment,” Canas says. “Let’s say that premium amounts to $20—it would be paid fully in 165 treatments. Say four treatments per day, five days a week—in two months the equipment is paid for. Thereafter, it is a net $400 profit per week, or over $20,000 per year.”

Sometimes, the high cost of equipment can be prohibitive.

“Buying very expensive equipment is dicey for any non-medical spa,” Canas continues. “Clients know that anything associated with a doctor will cost much more— they are preconditioned to spend. That does not apply to other spas. Even in medical spas there are many expensive machines that are justifiable only through lengthy treatment series.”

Spas unwilling or unable to commit to a purchase can maximize their investment return by leasing the equipment first and then purchasing, Nice says.

When selecting the type and brand of equipment, it is essential to investigate, says Melinda Minton, executive director of The Spa Association. “It is important to know the history of the company,” she says. “Have they done studies to prove effectiveness of their equipment?

Do they have references? How long has the equipment been out? Do they offer complimentary training? What kind of professional and product liability insurance do they offer? As a purchaser of their equipment, does the insurance extend to the end user?”

With the sheer number of non-invasive equipment options entering the market recently, it is tempting for spas to try their hands in a little bit of everything. But we’re reminded that the jack of all trades is the master of none—and that’s the kind of reputation no spa wants.

A convoluted spa menu with too many options confuses everyone. Clients don’t know the different between one treatment or another—and many times, neither does the spa staff.

“What is going to be important is not the length of the menu of offerings, but its coherence within a theme or guiding concept,” Canas says. “Too many spas have so many lines and so many concepts, simultaneously, that they make it difficult for technicians to really become experts at any of the modalities. And the customers get more easily confused about choices. The risk is increased as the repeat customer gets no consistency of experience from one technician to another.”

Yet, there has to be a balance.

“No two bodies are quite alike,” Becker says. “What treatment works for one individual may not work for another. If you have a number of treatments to choose from, you are able to work on more body types instead of only being able to offer services to a chosen few.”

Minton recommends trimming the dead wood from treatment menus to eliminate services that don’t make money or aren’t much requested.

With a streamlined list of non-invasive offerings, staff can concentrate on the most popular and profitable treatments. By mastering a select few services, spas can add to their allure.

Spa treatments are hands-on services—literally. Because of the uniquely intimate relationship between employee and customer in the spa environment, the employee becomes essential to the sale of non-invasive services.

“Non-invasive treatments that really work are based on a method that is either convincingly presented, because it is well understood, or it sounds very suspicious to the alert client,” Canas says. “Therefore, such modalities can be sold effectively only by whomever is genuinely convinced. Gimmick will fall flat on its proverbial face.”

While the staff member performs the treatment, he or she should find out if the client is a candidate for additional aesthetic services. The “talk time” can be used to find out what the client believes is working, or to suggest complementary products or services.

“The quality of the technician is a critical factor to both the success of the treatment side of the business and the equally important retail side,” Canas says.

“If no confidence is established between customer and technician, there is no credibility in any recommendation the technician might make regarding products to use at home, and no amount of hard-sale will compensate. Conversely, if the client establishes a level of professional respect and confidence, only a soft-sale recommendation will do.”

The technician, Canas explains further, must be comfortable that the products work. The technician’s recommendation could not only lead to a commission but heighten the sense of his or her professionalism.

Spa staff must be knowledgeable about the products and treatments in order for them to suggest to clients the best service to meet a specific need. Monique Iacobacci of Experience LifeSpa and Spa Designs by Monique in Jersey City, N.J.—and also a DSA board member—says staff should get the treatments beforehand. This way they can associate with clients using firsthand experience.

“Staff should be well-versed and trained in order to satisfy clients and get proper results,” she says. “Anything new is fun to talk about with the client. A good procedure can sell itself.”

There is a fine line between a professional spa technician recommending a product or treatment and a spa employee pushing a service.

“We look at offering a treatment as a solution to the client’s issues,” Becker says. “We never ‘sell’ a client on any treatment or product. We educate the client on the treatment process that is recommended to be their best course of action for the results they want to achieve.

Usually our clients are referred by a satisfied client, so there is really no ‘selling’ involved at all.”

M Aesthetics provides clients with a photo catalog of before-and-after pictures. “Let your work speak for itself,” Nice says. “You can also have them try out a mini-session and explain the benefit then.”

Half-treatments or sample treatments allow clients to test the service and may entice them to want more.

“We recommend to our customers to offer a half-face facial or a one-leg drainage,” Canas says. “The customer will sense the difference right away and want the complete treatment, which can be offered at the same price as her other regular treatments, as an introduction.”

The ultimate in “non-invasive,” topically applied formulas continue to be a staple of spa services.

“Clients appreciate a spa that provides the option of a topical formulation during their treatments,” says John Digles, spokesperson for Health Logics Laboratories, Inc. “Topical formulations are a key beneficial regimen component in between spa visits and a good way to keep customers engaged in the treatment.”

Today’s topicals do more than moisturize and condition. Now more than ever, they have specific applications to target body parts and improve overall image. That makes them the perfect complement for non-invasive equipment.

For use in body-contouring applications, topical formulations include any number of circulation stimulators, skin-firming agents and metabolism activators. And with consumer avoidance of the non-natural, spas can be sure topicals include naturally derived ingredients such as vitamins and extracts of algae, herbs and other plants.

Like non-invasive equipment, their topical counterparts must prove effective.

“Topicals can be used as part of the core spa regimen and as a cross-sale item to increase the spa’s revenue,” Digles says. “That’s why it is so vital for a spa to use proven topicals that actually work and are backed by science and research. An effective topical formula will ensure return visits to the spa and repeat purchases of the sale item. The more effective the treatment, the more the customer will like it and make a commitment to it.”

Spas that can capitalize on the popularity of noninvasive treatments by incorporating equipment and topical formulations can introduce new and add-on services to meet the need of its clients. Satisfied customers become repeat customers, and the resulting steady revenue stream is the basis for a successful spa.

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