Capturing Additional Summer Profits
While much of the country has experienced unseasonably
cold weather, the mercury inside Phoenix thermometers has been rising quickly
since April. As a native Phoenician, I know this isn’t anything new. In
fact, every summer my mom reminds me that she carried a 9-pound baby three weeks
past term during the hottest summer on Arizona record.
You might be asking what all this has to do with this
particular issue of SPA 20/20®? The answer: a lot. Every summer, service-based
businesses such as spas and salons experience a dip in sales due to a number of
reasons such as regular clients escaping to vacation hideaways and parents
losing “me time” because of increased activities with their children. The key
to summer success is to devise marketing ways to keep your cash registers
ringing with existing customers while attracting new ones.
This month’s Skincare Essentials article focuses on
increasing your retail profits with self-tanners, bronzers and SPFs. Facilities
offering stand-up sunless booths and airbrush-tanning services can increase
sales by retailing products that enhance and protect a client’s skincare
investment. Offering personalized service from well-educated and professional
staff and keeping your image fresh and exciting will help keep clients loyal.
Your facility should be a destination point that drives the customers past the
outlet stores that sell competing products.
Speaking of increasing retail, this month’s Inside Marketing
column delves into the issue of private-labeling—creating a signature line for
a spa. Although private labels can be intimidating because they aren’t quite
as turnkey as many spa directors would like, they also are an invitation to get
creative while taking control of backbar, treatments and the spa’s bottom
line.
Our cover story focuses on the non-invasive future of facial
skincare. Only recently have Americans truly embraced and respected the genuine
potential and power of non-invasive and natural alternatives. The article
addresses the latest developments and advances in wellness and technologies that
include microcurrent facial toning, oxygen infusion, microdermabrasion and LED
light therapy. To complement the idea of total wellness, we’ve supplied you
with a feature story examining natural beauty products and their key to overall
health, beauty and increased revenues.
Additional articles examine new preventive-medicine programs
for the spa environment and the selection of the right software solution for
your facility. This issue is packed full of the latest news and products to
help boost your bottom line.
The entire SPA 20/20 staff extends a special hello to all of
the individuals we’ve met at the many trade shows held over the last few
months. We especially thank the experts who have taken time to contribute
articles to this publication. If you have any article ideas, please feel free to
contact our associate editor, Wendy Craft, at (480) 990-1101, ext. 1083, or
e-mail her at wcraft@vpico.com with a topic and outline.
I hope you enjoy this issue of SPA 20/20. As always, look for
SPA 20/20 at upcoming industry events and shows, and log on to
www.spa20-20.com
for news updates.
Wishing you a successful and profitable summer,
Judie Bizzozero
Group Editorial Director
jbizzozero@vpico.com
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