INDUSTRY INSIGHTS
ANALYSE THAT SKINCARE PRESCRIPTION
T
herapists are not typically natural sales people, despite the fact that they have the knowledge and
training to educate consumers about their beauty regime – information that could easily lead to a retail purchase. One innovation that’s therefore growing
in popularity is the use of skin analysis machines for facials; facials usually account for 70 per cent of retail sales in spas. At the start of the treatment, a machine
is used to measure different aspects of the skin, from hydration and elasticity to the presence of sebum and melanin, which can cause pimples and age spots. The results of the analysis can be printed out and explained to the customer by the therapist, who can also use the information to target any specific problem areas during the treatment. Afterwards, another analysis can be performed to show the customer the difference the treatment has made and what products were used. As it’s a structured part of the service, therapists find it easier to suggest creams for homecare use. Some skincare houses are taking it a
step further by introducing customisable products, blending booster serums, add- ins and other ingredients with different base creams according to requirements. US skincare brand ONLY YOURx (Rx stands for ‘prescription’ in the US) was one of the first companies to use this method, and first came to the UK in 2009. Then, in 2011, the team behind Clarins launched My Blend, a high-end skincare range with 200 possible combinations. Most recently, Keraskin – the sister brand to the Kerastase hairline – and Babor made inroads into this market in 2012.
78 Health Club Handbook 2013
Used carefully, deal websites can help
drive off-peak custom
A GOOD DEAL GETTING SAVVY ABOUT DISCOUNTS I
t’s no secret that daily deal sites such as Groupon, Wowcher and Travelzoo have taken the spa industry, including
health club spas, by storm. And while many view these often hefty discounts as undermining the value of services offered, they’re finding a place when carefully used to drive custom during off-peak times. In 2013, we can therefore expect to see
savvy operators delving more into the science behind these deals, tracking what packages bring in the optimum number of guests and the most profit. Adding on the use of thermal and
pool areas is a clever way to add value at no extra cost to operators, while offering services like laser hair removal and cellulite reduction – which typically
require a course of treatments – encourages regular custom and the chance to develop a stronger relationship. Health club operators should also give
consideration to software innovations as daily deal sites integrate with real-time booking systems. Operators partnering with deal sites currently need dedicated staff to handle both the bookings and the influx of customers coming via different deals with varying terms and conditions. Throw numerous deal sites into the equation and the amount of spa manpower needed to deal with the logistics increases. To bypass this, spa software providers with real-time booking systems are setting up direct links to spas’ online deals offers, so customers can book their own slots direct.
www.healthclubhandbook.com
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