I recently had the pleasure of spending some time with editorial advisory board member Maritza Rodriguez, global vice president of marketing & communications for skin care supplier Pevonia International, LLC, to discuss industry trends. Like most of you, Maritza is living and breathing the industry every day, and definitely has her finger on its pulse.
Throughout the year, I will share important insights from experts such as Maritza in this column, to assist you in continued recovery and growth as you move forward into your business’s future. I see it as “networking in print:” sharing insights, strategies and tips that you can, in turn, share with others.
I asked Maritza where she sees this industry heading, and what she believes it has learned during the past four years. Following is what she shared.
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“I think we are heading toward a leaner industry. It’s going to be survival of the fittest in the sense that the businesses that laid the right foundation from 2008 to today are going to survive or thrive, whereas the ones that kind of went into panic mode, and more or less stuck their heads in the sand, unfortunately, are going to have backlash.
“In terms of the strength of the industry, it will get even stronger. Its reputation has become very solid globally, and the spa/skin care/wellness industry as a whole is now very much a staple of society. It’s no longer considered trendy; it has become mainstream. Consumers may have cut back where they felt they needed to in order to meet their financial desires/needs, but, at the same time, they are investing in beauty and wellness. The global market is also highly vested in beauty and wellness. What we see from a global perspective is that the industry is growing stronger and rapidly expanding.
“Expectations at the professional level are definitely increasing and there is a rapid shift from ‘this is my job’ to ‘this is my career.’ From a professional standpoint, the truly memorable success stories will belong to those who invest wholeheartedly in their professional growth. Those who don’t spend the energy, time and dedication on education may eventually be left behind.”
Editor’s note: To continue your investment in professional growth, check out Skin Inc. Video Education’s Physiology of the Skin course at learn.SkinInc.com, where you can increase your knowledge of skin science through video education.
“From a business standpoint, I can tell you that a lot of our partners are really assessing their businesses at a level beyond what they have ever done. And these assessments have worked. Many spas were scrutinizing their business whenever they could get to it, because business was good and they were stretched thin. Now, it has become very much a part of the business model, and spa professionals are taking a look at everything: resources, money, time, team … asking themselves, ‘How is this contributing toward the growth of my business?’ So I think that mindset has made a big shift, which is a great thing, because it also places them at an elevated level with increased business-minded savvy that will serve them well. Many people in this industry started as estheticians, massage therapists or even hair stylists with great hands-on expertise but perhaps limited business experience. They are passionate and committed, they have enjoyed the boom and endured the decline, and they haven’t crashed and burned because of their unwavering love for their business, the industry, and the desire to not only survive but succeed.”
As Maritza stated, it has not been an easy road to travel, and it will not get much easier any time soon. What it takes is commitment, and the realization that the spa is not just a place to exercise your passion—it is a business; one that must be closely monitored and managed with a tight hand. Bottom line, keep doing what you are doing. If you are reading this, chances are good that you are on the right path.
Read the full interview with Maritza Rodriguez, including tips on future adaptation needed to move forward in this industry, plus her personal advice to skin care professionals.