OPINION: FACIALS M
y role at Sodashi is to help its partner spas to reach their optimal potential, including
profi tability. Retail sales is key to this and as facials are product heavy, they obvi- ously have more retail potential than most body treatments. So, if one of your goals is to increase your retail, you should aim to book more facials. To do this, spas should keep their treat- ment menu simple as too much choice creates confusion. I’d suggest having no more than three product houses and around four facials – a deep cleanse, an anti-ageing choice, a man’s facial and a premium offering. And list facials at the front of treatment menu to highlight them. However, remember that unless
you’ve focused on developing your staff and their connection with the therapy and the product, no matter what treatment you’re offering, you won’t be maxim- ising anything at all.
I regularly consult on behalf of Sodashi at The Spa at Four
Franklyn suggests spas have no more than three product houses to avoid overloading the menu
NIGEL FRANKLYN The spa whisperer, Sodashi
Seasons Hotel George V Paris and one of my key focuses is to train receptionists that their role shouldn’t be to simply facilitate bookings and take payments. I get them, and therapists, to ditch robotic scripts and talk about facials in the same way as massages – as an ‘experience’ and how they make people feel rather
than how they make a person look. This leads to a more emotional and energised level of communication which can override problematic language barriers.
As Sodashi facial protocols
have elements of massage in – from lymphatic moves to Indian pressure points techniques – it makes it even easier for staff to describe them as experiences. This technique not only helps to encourage bookings, but can aid retail sales – if you can get someone to an emotional point where they cannot equate those
feelings with their products they already have at home, they will buy new ones. George V has been a fabulous success
story. The pace of the spa, the energy and, ultimately, the revenue, have all increased dramatically. Not only are we booking more facials, we’re booking the really expensive ones. What I fi nd fascinating is that while there’s a big difference between US$1,000 and US$10,000 per month in retail, the effort it’s taken to close that gap, is practi- cally none. The trick has been making lots of very little changes and putting them in a row; you end up creating a bigger, better, more profi table environment but nobody quite knows what they’re doing differently.
Nigel Franklyn has consulted for the global luxury spa industry for 13 years. For the past six years he’s worked exclusively with Sodashi and its clients such as the Four Seasons, Amanresorts and The Siam in Bangkok. Details:
www.sodashi.com or
www.fourseasons.com/paris
Ditch robotic scripts and talk about facials in the same way as massages – how they make a person feel rather than how they make them look. This leads to a more emotional and energised level of communication
W
e’re very lucky as we have a clientele who absolutely love facials. Even when they book a
body massage, they’ll often ask for a face massage to be included. The reason for this is that not only is a facial relaxing, but you can also see the results right away – and because customers can immediately smell, touch and see how different their face is after a treatment it’s much easier to sell products which could range from lotions to serums and creams for the night and day. We’ve been focused on facials since we
opened fi ve years ago. We have two facial brands – Bellefontaine and Carita – that are both extremely well-liked. The Carita Cinetic Lift Expert machine, which uses microcurrents, luminotherapy and ultra- sonic micromassage for the skin and scalp
DELPHINE QUARGNUL Spa director, Grand-Hôtel du Cap-Ferrat
[see SB12/4 p93], is particularly popular because it offers three different treatments in one machine. We often recommend our guests have more than one treatment with the machine for better results. This year, we also brought in a trainer from Carita, and this has been the key to generating more retail sales. Our therapists are now very comfortable recommending products to guests because they know spe- cifi cally about each item and can talk about them with much more confi dence.
26 Read Spa Business online
spabusiness.com / digital
I’d say that 85 per cent of our retail sales come from facial products. And, although it’s diffi cult to pinpoint how much our rev- enue has increased since we implemented the new training strategy, there’s no doubt it has improved.
Delphine Quargnul has been working in the hospitality industry for more than 20 years, including 11 years at Four Seasons. Details:
www.grand-hotel-cap-ferrat.com or
www.carita.com
Spa Business 3 2013 ©Cybertrek 2013
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