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Skin Inc. magazine’s Second Annual Best of the Best Awards

By: Cathy Christensen
Posted: October 23, 2007, from the November 2007 issue of Skin Inc. magazine.

Created to honor the industry’s finest in spa business practices and innovative products, the Best of the Best Awards are divided into two groups—Industry and Supplier.
     The Industry categories are business-driven and were judged by a neutral panel of industry experts. The Supplier categories are reader-driven, and all nominations were submitted by Skin Inc. magazine readers online via www.SkinInc.com. By utilizing both a neutral judging system and candid reader entries, the Best of the Best Awards is the most unbiased and prestigious honor given in the field today.
     The judges were very impressed by all the entries submitted for the awards this year and had a very difficult time choosing the winners in each category. The award recipients were recently honored at the Networking Box Lunch at Face & Body Spa & Healthy Aging Conference and Expo, held at Moscone South in San Francisco, on August 25–27, 2007. And without further ado, the winners are …

Category: Best Marketing Campaign

Winner: Spa Radiance, San Francisco, California

In the awards’ most popular category, Spa Radiance stood out by using marketing to address three main challenges it needed to overcome: creating points of differentiation, generating community service coverage and boosting sales of its nail services. Firsthand details about the spa’s secrets to marketing success will appear in the February 2008 issue of Skin Inc. magazine.

      Facials-in-a-Flash Peel Bar. The spa owners recognized their clients’ lifestyles were becoming faster paced and often didn’t allow for a 90-minute facial or relaxation day. To address this, they created the Facials-in-a-Flash Peel Bar so clients could pop in for a quick, customized 30-minute peel with no downtime. To market this, Spa Radiance:

* Invited media professionals to a preview party where key journalists experienced the treatment.
* Mailed a press release to local lifestyle media outlets.
* Arranged its retail area to display the different peels in order to attract questions and interest from existing clientele.

    Because of these initiatives, the Facials-in-a-Flash Peel Bar earned San Francisco’s local 7x7 Magazine’s Best of the Best Award.