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Reaching Consumers

By: Melinda Taschetta-Millane
Posted: December 1, 2011, from the December 2011 issue of Skin Inc. magazine.

In early October, I had an amazing precursor to Spa Week at Kohler Waters Spa at Burr Ridge, Illinois. I had the pleasure of talking with spa director Miriam Huntley, and experienced the new Skin Authority Transformation Facial. As most of you already know, Spa Week is a wonderful way to get new customers through your doors to educate them about the importance of professional skin care and a prescribed home-care regimen, something this industry is working hard to do more of. Since its humble beginnings in 2004, Spa Week has enabled millions to take advantage of the therapeutic benefits of the spa with its signature $50 treatments.

As per its mission—stated on—the goal is to introduce a new generation of consumers to the benefits of a healthy lifestyle and to open up the spa industry to the masses. Spa Week’s goal is to make “wellness” more than just a word—but to make it a reality.

I wanted to hear more about how spas are reaching out to the consumer market and enjoyed the opportunity to learn more from Huntley. “Spa Week enables us to get consumers in the door who may not know about our business,” she said. “Once they are here, the staff is able to provide them with information in regard to their skin and how they can best take care of it.”

We know that today’s consumer is more knowledgeable than ever; with the abundance of information on the Internet, in consumer magazines and even via infomercials, sometimes it’s difficult to separate the facts from the hype. But this is where you—the professional—come into the picture. “Today’s consumer is very savvy,” emphasized Huntley.

The spa opened its Burr Ridge doors four years ago, pretty much at the start of the recession, and Huntley admits that knowing what its clients need has helped this spa stay on top. “Times have been interesting. There is still a value to wellness, though,” she was quick to point out. “People have found that even during these tough economic times, they still need to care for themselves. So the discretionary dollar is really part of their wellness routine.”