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Industry Trends: Coming Full Circle

By: Melinda Taschetta-Millane
Posted: December 1, 2011, from the December 2011 issue of Skin Inc. magazine.
Miraval Arizona Resort & Spa in Tucson, Arizona, recently launched its Focused Stay programs.

Miraval Arizona Resort & Spa in Tucson, Arizona, recently launched its Focused Stay programs.

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5. Results-oriented: Re-evaluating business and focusing on providing tangible results. Skin Rejuvenation Clinique in San Antonio, has been focused on skin health for more than 17 years. Owner Tina Zillmann says at first it was hard for consumers to see the concept; everyone was used to the European facial model, but once they saw the results, the word was out. In this day and age, you need to provide results to keep clients coming back.

As another example, Dawn Amador, owner of Skin Logic in San Jose, California, opened her doors in February of 2009, right in the middle of the recession. Her marketing angle is to be a provider of skin health and education. She suffered from acne for years, and was left frustrated and always looking for answers. Her researching obsession for ingredients and products to help her condition turned itself into a career. Her personal goal is for every client who walks through her doors to leave educated about how to care for and treat her skin. In addition, Skin Logic makes 60–65% in retail, and uses unconventional methods to market and promote. A successful promotion through Groupon resulted in more than 700 appointments that Amador is working on turning into regular clientele.

6. Technology: social media, e-mail blasts and websites. There is so much going on in today’s world with technology. Because of its rapidly changing nature, it’s best to break this category down.

Groupon/online discounting. Although Groupon has its pros and cons, if implemented smartly, it can really enhance a business. Meghann Lawrence of Ummelina International Day Spa in Seattle admits that weathering the economic storm hasn’t been easy, and one measure the spa has taken to stay afloat is participation in Groupon, which was managed in a very smart way by the day spa. She knew that if it wasn’t managed properly, it could negatively affect the spa’s bottom line. So, the estheticians were asked to take a 20% reduction, but made sure they wouldn’t have more than three appointments in any one given day. As a result, team members found their paychecks were immediately bigger and worked hard to turn these Groupon users into loyal, return customers.

Smartphones. Jamie Nelms, owner of Your Body’s ReTreat in Hurst, Texas, uses her smartphone for mobile booking, social media and scheduling, as well as to tweet/post last-minute appointments, specials or discounts via Twitter and Facebook. She also keeps clients in-the-know by posting photos and updates about what she’s learning and who she’s seeing while at conferences and trade shows. Nelms also uses Twitter at the trade shows to connect with other industry professionals who are also in attendance as a way to network.