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Laying Down Luxury

Jane Wurwand June 2009 issue of Skin Inc. magazine

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The best thing about luxury? You don’t need it after all—hooray! This is literally the definition of luxury: something you don’t need. Recent huge shifts in cultural values point away from waste, excess and extravagance, and these shifts are also now presenting skin care professionals with the opportunity to reinvent their businesses and the spa industry itself.

Skin care professionals who still market their products and services as luxury, pampering and indulgence are understandably concerned about their future. But here’s the epiphany the industry has been waiting for: Skin health is not a luxury. Health is never frivolous. Skin health practices are actually a proactive form of fitness and informed self-care. Presented in this manner, the expertise of the skin therapist is an excellent investment for your clients.

The challenge for today then becomes how to offer skin care in newly relevant ways. Clients today demand more value. This is based not only on economics; it’s also based on the fact that people are generally time-deprived. If there’s one luxury everyone still covets, it’s more hours in the day. This means every inch of floor space and every minute of every interaction you have with clients has to generate revenue.

Less is not more—it’s just enough

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