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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.
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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 www.about.com and www.broadwayworld.com. She resides in Manhattan.