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What Product Mix is Right for Your Spa?

By: Deedee Crossett
Posted: March 28, 2011, from the April 2011 issue of Skin Inc. magazine.
skin care professional in skin care facility's retail area

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Something to think about

  • When you commit to one brand, ask yourself: “What spas in my market are carrying this brand, and do they represent my business’s point of view?”
  • Branded spas sometimes become known to the consumer as the “XYZ brand spa.” That’s great if the brand is well-marketed. Make sure that you are promoting your spa first, then the brand.
  • Who owns and represents this brand? Do they represent my spa and my vision? If you choose one brand, make sure it represents what you stand for as a company.
  • If you are working with a recognized brand, then you’ll gain walk-in traffic. There are brands that clients already know and love. If you are using one of these brands, you’ll earn clients before they have even received a treatment.

Multiple lines

Price

  • The price point you pay to the manufacturer will be determined by each product line according to your purchase volume.
  • Multiple lines will allow you to have a variety of price points for clients. You can offer mid-priced products for clients who are on a budget starting at $11–15, and a higher price point line starting $25–35. This will allow you to retail to multiple types of clients.

Marketing support

  • Usually, elite status with specific lines is not achievable when multiple lines are offered. The exception is when a large spa is able to move a large amount of retail and back bar product, which can prove to be difficult sometimes for studio estheticians.
  • A variety of marketing materials will be available with multiple lines; therefore, you’ll need to find a way for the lines to look cohesive. Put time into branding your space and make sure that it doesn’t end up looking like a beauty supply store.

Education

  • Product knowledge is more difficult, and the spa needs to dedicate equal time to all the lines.
  • Understand what lines can work together in the treatment room. Educating your team members on each product’s manufacturer directions is important. For example, some peels can only be neutralized by specific cleansers from their line.

Perks

  • You have choices. Some product lines include a great aging and acne line, but don’t have a sunscreen. By offering multiple lines, you’ll be able to address all your clients’ skin care needs.
  • All your eggs are not in one basket. If you decide to change lines or drop a line, you still have your other product lines, and the transition is easier.