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Laying Down Luxury

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

page 4 of 5

When you grasp this, the day of beauty concept still promoted by many skin care centers and spas seems fairly outdated. Even destination spas are building more activities into their offerings. This is the direct result of clients expressing a desire for engaging, interactive features alongside conventional spa services. Today, for instance, cruise ships feature running decks, gyms and even rock-climbing walls, because simply being in the middle of the Caribbean with a mai-tai in your hand isn’t enough anymore. Looking at time as the new currency opens the door to new possibilities for your business.

Another aspect of the old beauty paradigm that may stand as an obstacle between you and potential growth is the appointment book. Especially because people are time-deprived, they may hesitate to call. They fear being strong-armed into making a 90-minute commitment, or, worse yet, getting roped into a series of such commitments. They reach for the phone, but they just can’t do it—and may head to the nearest beauty supply store instead for a do-it-yourself home microdermabrasion kit or something equally ghastly.

Building more accessibility and brevity into your marketing approach also will appeal to two types of clients in particular who represent your future: men and teens. Typically, men won’t book ahead and don’t want a big fuss made around them. And teens are impulsive, so they’ll also likely not be in a pre-planning mode. By removing obstacles and encouraging more walk-in clients, these newcomers to professional skin care may become your most loyal clients yet.

Shocking surprise

Here’s the most shocking news—less may actually be more fun. For example, women in midlife may find they are thrilled to become empty nesters. Living a chic, smart, streamlined life in a fabulous apartment now that the kids are grown reveals itself as a welcome change to them. It’s simpler and more freeing. Much less laundry, too.

This was also the appeal of the greatest revolution in haircutting, led by Vidal Sassoon. Prior to Sassoon, women had worn their hair unwashed, teased, painstakingly pinned and hardened into a rigid, high-rise helmet. Sassoon irreverently pulled out the pins, pushed their updoed heads under the tap, washed out the lacquer and cut away. He snipped the hair into a shockingly natural, yet modern bob, which moved with breeze and swung with gravity. It was an absolute a revolution—hair that moves!