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A Body of Work: Interview Transcripts and Photos
By: Cathy Christensen
Posted: September 26, 2008, from the October 2008 issue of Skin Inc. magazine.
page 3 of 7
We offer the five signature century services, but we also offer traditional spa therapies and services. What kind of spa guest looks for these treatments: It appeals to newer and savvy spa guests because they are so different.
It’s important to market regardless. This is our first full year, and we do market and talk about the different signature services in our marketing. I think when people come here, it fits so well with our environment and our community. It’s very peaceful and relaxing, it’s synergy. It doesn’t feel out of place at all. We do a blend of marketing, we’ll do e-mail, Web site, advertisements, we have a strong marketing department here. A lot of it is word of mouth. We had a guest call the other day just as an example, saying “I have to have the 18th century.”
My advice to smaller spas: Do some research, and really understand about the culture and indigenous-type products. If it was an existing spa, I would sample it and get ideas from current spa guests to get a consumer perspective on it. The only other advice would be you’ve got to make sure that it’s real, not hokey; it has to be authentic, something they can believe in and see the benefits of, as well. There’s got to be some benefit to the service.
Nicolas Ronco, Founder, Yelo
The hecticness of our lives has really increased in the past 15 years; fax, BlackBerries, Internet, wifi; we are reachable everywhere. That’s really stressing people out. A lot of employees are wanting to be paid overtime for using BlackBerries above and beyond business hours. There’s no good excuse anymore. That is the first reason people are losing sleep.
The second thing is that there are a number of studies confirming the importance of sleep. They are showing there are major issues including weight problems, depression and heart problems that lead back to sleep. The Harvard School released a study in February of 2007 saying a nap three times a week is reducing the risk of heart attacks by 37% for those about 60.