Letters
Do you have a strong opinion, or disagree with somebody else’s point of view on topics related to the spa industry? If so, Spa Business would love to hear from you. Email your letters, thoughts and suggestions to
theteam@spabusiness.com
At-home skincare devices: the next frontier in anti- ageing treatments
Karen Doskow, industry manager, Consumer Products Practice, Kline & Company
T e endota franchise network boasts 64 day spas across Australia
Spa operators take note. After years of tracking trends in the skincare market at research fi rm Kline & Company, I’ve recently discovered that the next ‘big wave’ in skincare treatment – do-it- yourself at-home skincare devices. That women don’t like to show their age or skin imperfections can be clearly seen by the US$50bn (37bn, £32bn) spent on skincare products each year. Yet new product activity is not in the traditional topical serums, creams, and lotions: it comes in the form of sophisticated hand- held power devices that are miniaturised versions of equipment you would expect to see in a dermatologist’s offi ce, spa, or beauty institute.
Considering high cost in-salon and in-
offi ce treatments, consumers have started to look for alternatives which will allow them to stretch out the time between services delivered by professionals, but still achieve tangible results.
The at-home skin care device market in the US is estimated to top nearly US$1bn (0.7bn £0.6bn) at the retail level in 2011. While manufacturers such as Clarisonic and Zeno actively introduce new devices, this dynamic can also provide a perfect opportunity to pair device and topical products together.
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SPA BUSINESS 4 2011 ©Cybertrek 2011
How to franchise in Australia
Melanie Gleeson, co-founder, endota spa
So much of the Spa Business article (see SB10/3 p22) on franchising rang true with me. Endota spa, which I co-founded with Belinda Fraser, has 64 locations and is Australia’s largest day spa network. When we started in 2001, we initially envisioned a chain of company-owned spas. But within a year, we shifted towards a franchise model, because we realised that business owners would be far more motivated and invested in running quality businesses than managers. Our spas are renowned for their
friendly, put-you-at-ease service in an eco-modern environment. As well as using Dermalogica, we produce our own certifi ed-organic skincare range, a treatment-focused glycolic line and nail polishes. For an endota spa client, a visit is a healthy regular habit, not a one-off treat and our menus – which include
spa-kit.net T e search engine for spa buyers
Find the suppliers you need to equip your spa quickly and easily. Over 57,000 buyers each month use the service, which includes sector- specifi c linked websites and a weekly ezine.
Read Spa Business online
spabusiness.com / digital 13
over 20 treatments and eight day spa packages – are affordable. A one-hour relaxation massage costs between AU$95-105 (US$90-100, 68-76, £58-65) depending on location. To ensure consistency in treatment and service delivery across the network, we have set up two endota spa training schools, and send in-house endota educators to more remote locations.
The key to franchising success, in our experience, has been to choose the right franchisees, and keep communicating with them about the company’s greater vision. Disharmony among franchisees is perhaps the greatest potential drain on a franchise system. But a unifi ed, like-minded and motivated franchisee cohort will fi ercely champion your brand.
As we expand into new markets – such as new states in Australia, as well as moving to New Zealand and Bali – our greatest challenge will be to build a solid corporate structure which will facilitate those plans, while still providing strong support to our franchisees.
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