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Spas Speak— Introducing New Treatments

By: Naomi Serviss
Posted: October 31, 2012, from the 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.