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Spas Speak— Introducing New Treatments

Naomi Serviss November 2012 issue of Skin Inc. magazine

Introducing new treatments and services is a crucial way to keep returning clients on their toes and entice new clients to come through your doors. So what are the best ways to do this? Following, several spas share their methods on making these introductions.

Soho Sanctuary, a New York day spa exclusively for women, is celebrating its 16th year with some enticing treats. “This is such a special place for women,” Julia Chan, associate director of Soho Sanctuary says. “We always use holistic and natural products, and have done so since we’ve been here. When it comes to adding new incentives, we have an assortment of business-related enticements for our clients, new and regular. Many come here on a regular basis because it is women-only, and they welcome our new products or treatments any time of the year.

“For example, we looked toward aromatherapy massage with lavender essential oil for most of our fall treatments. And we use eucalyptus oil, as well, in our steam room,” Chan says. And like other day spas, Soho Sanctuary relies on in-house signage, e-mail blasts and word-of-mouth to encourage clients to try new things. “Sometimes, we come out with a quenching hydration facial, mask and serum using lemongrass and essential oils,” Chan continues. The spa receives a lot of feedback, thanks to its in-house staff’s dedication to maintaining contact with clients. “Our clients are very loyal and everything is tailored to the client, adjusting therapies when needed.”

Kinara Spa, West Hollywood, California, also has specific steps for clients regarding new menu additions. Kinara means “on the edge” in Hindi, reflecting the spa’s habit of bringing new treatments and services to its clients. Spokesperson Jennifer Mascari detailed a sensible approach to adding new treatments and services. “On a monthly basis, we send out e-blasts introducing the new treatment,” she explains. The spa also hosts a user-friendly blog on its website. “We often offer advice for seasonal skin care maintenance, including the benefits of massage or other treatments,” Mascari says. The spa also runs in-house promotions on a monthly basis, in addition to offering complimentary skin products. “In addition to our e-blasts, we have our skin care brochures for Kinara products and in-house signage that speaks to that product. Our estheticians and front desk personnel are well-versed on the entire product line,” she adds.

Kinara also has a reputation as being a celebrity magnet. “Luckily, Kinara receives a lot of press, so we are often approached by bloggers and editors alike,” explains Mascari.

The Woodhouse Day Spa in Montclair, New Jersey, also uses e-blasts to introduce new treatments, says Alla Shapiro, owner of the four-year-old spa. “Our website is updated with additions to the spa, and we also have a lot of word-of-mouth clients,” she explains. Seasonal massages are often introduced to clients who are uncertain as to what treatment to choose. “If we have something new or seasonal, therapists will mention it right before the services in case clients want to try something new,” says Shapiro. Another way the spa introduces new services or products is by hosting special events every two months. Clients are invited to sample them, and there is also a tie-in to a local cause or charity.

Mohonk Mountain House is located about an hour’s ride from Manhattan in New Paltz, New York, but clients from all over the world have been coming to this gorgeous mountain location for generations. A full-sized day spa offers an eclectic variety of massages, body treatments and other services. “When we introduce a new spa treatment at the Spa at Mohonk Mountain House, we use a variety of outlets to communicate with our guests,” says Nina Smiley, a descendant of the founding family. “We do some public relations outreach to relevant publications and mention it on our Facebook page,” Smiley says. “We may also feature the service in an e-mail to clients and include it in On the Mountaintop, our seasonal newsletter. Creating in-house signage for the spa highlighting a new product line or treatment is a great way for people to think about trying something new when they are in ‘spa mode.’ ” she says.

Naomi Serviss is a freelance entertainment, travel and spa writer who has contributed to a variety of industry magazines and newspapers, including The New York Times, Newsday and New York Daily News, and websites and She resides in Manhattan.