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Laying Down Luxury

By: Jane Wurwand
Posted: June 2, 2009, from the June 2009 issue of Skin Inc. magazine.

page 3 of 5

Look at your business with fresh eyes. The reception desk, the waiting area ... chances are, these areas could be better used to generate revenue, especially by drawing walk-in clients.

Going back to the added-value touch treatment for the scalp, hands or feet, this simple concept can turn your business around, because it can be offered anywhere in your facility with no disrobing required or appointment needed. It’s brief, it’s engaging and it gets people interested in buying products, as well as potentially booking treatments. It makes the skin care experience immediately accessible, and this is essential to building your business.

Your reception desk, likewise, may take on new life as a skin care sampling area where clients—including walk-ins—may sit comfortably, use a personal steamer, enjoy a complimentary water or tea, and be served samples of products. This calls for more insightful cross-training of your reception team. When the front of the house becomes more dynamic, all your players must expand their skills in the probing of customer needs and prescriptive retailing.

Even more radical, consider creating a treatment area that does not demand privacy, disrobing or an appointment. On your Web site and whenever you speak with clients and potential clients, describe this accessible, user-friendly area as a focused mini treatment zone where 20-minute services are given to address a single, specific skin issue. The particular problem to be solved could be a sudden comedone or deeply fatigued, dehydrated skin following air travel. A focused mini treatment zeroes in on a single, pressing matter and offers instant relief and immediate results—exactly what people want right now.

Everything counts, all the time

Even though your clients may be feeling more confident about the economy and might be willing to spend a bit to prove it, global statistics confirm most everyone everywhere is desperately short on time. Time is the new money. It’s hoarded, squandered fitfully, envied, felt guilty about, and everyone is always trying to make more of it.