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Letters 1 2014


Could spa associations become hubs for mentorship programmes?


Elaine Fenard, managing partner Spa Strategy; and member of the Global Spa Management Education Task Force


Mentoring is currently a hot topic in many mainstream magazines. Even Michelle Obama has been interviewed by US maga- zine More about “her deep commitment to mentoring and why it’s so important to her”. Mentoring provides a unique forum for


industries, including the spa sector, to grow and educate people. The Spa Management Career Trends Survey, a recent report of 548 spa managers, has highlighted how mentor- ing is viewed as an important element in running a successful spa facility. The survey, revealed at the Global Spa & Wellness Summit (GSWS) in October, found that: ■ 94 per cent of spa managers feel that having a mentor is important ■ 89 per cent have had mentors who’ve helped them along the way ■ 26 per cent wish they had more mentoring from an experienced spa professional ■ 65 per cent have had an industry mentor The survey was put together by a GSWS sub-committee – the Global Spa Manage- ment Education Task Force – which feels that spa associations around the globe are well-placed to provide a hub for local mentor/mentee connections. It also uncovered some websites which provide excellent information on best practices and how to start a mentor programme: www.mentorscout.com and www.mentoring-association.org. The committee members are now look-


ing into what a spa industry mentorship programme might include and how they can take matters further. They welcome input, so if you would like to be involved, please contact lori@hutchinsonconsulting.com. See more survey results on p26.


Elemis product sales have increased by 20 per cent since using a skin analysis machine


Skincare analysis is good for both clients and business


Oriele Frank, director of marketing, Elemis


We strongly agree with Spa Business’ article which highlighted the benefi ts of skincare prescription (see SB13/2 p94). It’s vital to edu- cate customers about their skin’s needs and it makes good business sense too – our fi gures show that just a 15-minute complimentary Elemis SkinLab analysis can increase product sales by up to 20 per cent year on year. Elemis has been using the SkinLab system, which uses the Canfi eld Imaging machine, and our own skin, body and lifestyle comput- erised questionnaire and prescription, since 2006. It allows the therapist to see the condi- tion of a client’s skin both on, and below, the surface. A series of six images will assess UV exposure (characteristic of photo damage),


open pores, areas of dehydration, evenness and porphyrins (evidence of bacteria lodged in pores which can lead to acne, fi ne lines and wrinkles and blemishes/spots). This allows the therapist to pinpoint areas of concern and suitable products. The client also takes away a printout of their skin analysis and a prescribed product list, highlighting their bespoke ‘at home’ programme. This is an integral part of helping the therapist to build rapport and to provide expert advice without the need to push for a sale. It’s a tool that helps to establish a better level of care, confi dence and trust which also results in repeat bookings, as well as increased retail sales. Based on the success we’ve seen, the refur- bishment and relaunch of the Elemis fl agship day spa in London, UK, in 2014 will include a SkinLab in each of its eight treatment rooms (rather than just one in the main reception). Our aim is for 35 per cent of total revenues to come from retail sales.


The global resource for spa professionals The annual Spa Business Handbook brings


together research and vital reference content. Visit www.spahandbook.com to download a PDF or view it online at www.spahandbook.com/digital


Spa Business 1 2014 ©Cybertrek 2014


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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 17


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