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Archive for June, 2011

Tips on Marketing Cosmetic Procedures to Men

Men are not only going to the spa more, they are also increasingly seeking out medical spa services, which poses the question, “What are you doing to capture potential male clients in your market?”

A recent report by the American Society of Plastic Surgeons showed that the number of cosmetic procedures among men in the United States increased by 2 percent last year, compared with 2009, and that men underwent more than 1.1 million cosmetic procedures, including both minimally invasive and surgical procedures.

Also, Americans spent almost $10.7 billion on cosmetic procedures in 2010, a slight increase over 2009’s $10.5 billion price tag, according to the ASPS’s estimates, which shows that it could do medical spas some good to pay attention to the Y chromosomes in their marketplace.

To capture more male clients means to welcome them with open arms through simple marketing gestures showing that men are just as much clients at a spa as women are. In fact, in 2010, men and women shared three out of the top five most popular procedures for each sex. These included lipoplasty, blepharoplasty (eyelids) and breast reduction or gynecomastia. The other two most popular procedures for men were rhinoplasty (nose job) and otoplasty (ear surgery). For women, they were breast augmentation and abdominoplasty.

In a back issue of Practical Dermatology, some simple pointers, still relevant today, are given to do just that. Here are a few:

Offer cosmeceuticals for men. Whether it be a unisex line, or a male-specific line, put some thought into your potential clientele and make sure you’re properly marketing the products you offer. Also take into consideration the impact of displaying products for men differently than others. Draw attention to the products instead of making the offerings look like an afterthought.

Let it be known that your spa offers services for both men and women. This can easily be done by simply incorporating language, where appropriate, in marketing materials that spells out the fact that your spa also caters to men. Also, make an effort from time-to-time to showcase your spa’s dual-gender appeal, Practical Dermatology suggests.

Display before and after images of male patients. We love this simple yet often-overlooked suggestion. Think of your before and after photos as a portfolio of your work – make it versatile and accurate by using patients you have actually treated and include a mix of men and women, as well as a variety of ethnicities. If resources or space are limited, choosing one or two popular treatments for men to highlight in these photos can still be effective in getting the message across that not only does your spa treat men, but that men are interested in these procedures as well.

Offer incentives for men, too. While women love to get little gifts after their spa treatments, like a beautifully scented lotion, or free tube of a new eye cream, men aren’t always interested in those products being offered. Still, that doesn’t mean they wouldn’t like a little gift after their service too. Integrate unscented lotions or creams and other gender-neutral perks, or think about offering male-specific perks like shaving kits, aftershave moisturizers, and products along those lines.

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August is SpaFinder’s Med Spa Month – Join Us!

Let SpaFinder help you reach more customers. Participate in our special Med Spa Month marketing program.

All you need to do is offer a free consultation plus a $100 coupon* good towards a cosmetic procedure, and SpaFinder will include your spa information and offer details in a custom Club Spa e-newsletter, blasted to our consumer database of nearly a half million spa enthusiasts!

If you would like to be a part of SpaFinder’s special promotion, please contact byJuly 25!

Make the most of your listing and the power of SpaFinder!

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5 Tips on Foursquare

Want to start using Foursquare to drive business? Here is a quick guide to getting started and some ideas you can use to incentivize your customers to use Foursquare.

  1. First step is to sign up. It is free:
  2. After you create an account you can get started right away by creating a Special/incentive to visit your business and “check in.” Foursquare gives you some great ideas on types of specials to encourage first time customers and loyalty among your existing customers.
  3. Users can find your business and your specials on their mobile phone and online. Users search for specials based on where they are located.
  4. You should also promote your Foursquare specials at your business, on your website and in your emails.
  5. How do you know if all this is worth your time? Foursquare provides Stats! You can see check-ins, recent and frequent visitors and more.
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Man-Friendly Approach at the Spa

Father’s Day is just around the corner, making now the perfect time to pay attention to the increasing number of men who are visiting spas. One of the year’s prominent trends is an increase in the diversity of spa-goers, and this includes men who are becoming more comfortable with visiting spas for relaxation and routine grooming. In SpaFinder’s trend predictions for 2011, Susie Ellis noted that both resort and day spas are taking a more “man-friendly” approach, and spas and salons around the world are jumping on the bespoke barbering bandwagon, paying greater attention to men’s grooming needs.

Catering to a male client doesn’t have to mean changing your business model. Many of the services that female clients favor are the same that guys love too. A simple way to accommodate male customers is to segment out a more manly menu, which can be as simple as renaming some traditional treatments with more masculine titles. The “Man-y-cure” is a great way to toughen up a version of your spa’s signature manicure for male clients and Gentleman’s facials that focus on exfoliation and treating razor burn will make men feel that you’re paying attention to their needs. Creating manly spa packages is another great way to target a male clientele, particularly around Father’s Day, when many men may be receiving spa gift certificates as gifts. Pairing a sports massage and  hand or foot grooming treatments, or teaming a hydrating facial with a relaxing scalp massage create great packages that won’t take guys out of their comfort zones but will let them know that you have their particular needs in mind while they try something new at the spa.

More men are going in for treatments many wouldn’t have considered in the past, like Brazilian Waxing for example.  Enrique Ramirez, founder of spa face to face NYC said in a recent Club Spa article that he has noticed that many men are coming in for body waxing treatments, “I think a lot of men were shaving before, but in the past two to three years, I’ve noticed a trend in Brazilian waxing with men− and it’s not just gay men, a lot of straight men are coming in and getting waxed as well,” said Ramirez. Making men feel comfortable during these treatments is important and can be done not only by renaming, but considering incorporating a second product line that focuses on men’s skincare needs and has more masculine scents. Making man-centric products available in your spa will get guys to feel a part of the club. These simple steps can increase your business and make a segment of your clientele feel more comfortable than ever!

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Recap: Global Spa Summit 2011

By, Lisa M. Starr, Guest Editor

I’ve been in the spa industry for over 30 years, and for most of that time, we never had to consider what was happening with spas in other countries.  But one of the wonderful developments in the new global economy is that spa brands stretch across borders, and clients do too!  This is one of the reasons that the Global Spa Summit has become such an important annual event; 250 leaders and visionaries in spa and wellness from around the world meet for three days to discuss both the challenges and opportunities currently facing the spa industry.  While there are different regulations and culture issues that will continue to affect the way service is delivered from one country to another, it is certainly helpful if we all share the same visions and dreams about what our industry can become, and our role in society today.


The 5th annual Summit was held last month in Bali, Indonesia, and there were several major themes that emerged.  I think the most meaningful and important trend is the continued merging of spas and wellness, as evidenced by the numbers of physicians and medical professionals who were present.  If spas want to continue to grow their clientele, we have to reach them on a deeper level; receiving a facial or massage is certainly enjoyable, but providing the education platform for clients to try new approaches and make changes in their habits and lifestyle that will have a lasting effect on their health and wellbeing, both physical and mental, is really where the industry is going.  One of the main forces behind this movement are the out-of-control costs of healthcare, especially in the US, and if spas can influence people to make subtle but effective changes in their personal care, and become more of a tool for overall wellbeing, that will have a positive effect for the economy as well as the clients.  A team of physicians, led by SpaFinder President Susie Ellis, spent the last year developing an evidence-based medicine portal which was unveiled at the Summit,  This will be a wonderful tool that will facilitate the sharing of studies and data among spas, physicians and clients who want to learn more about the lasting benefits of spa treatments.

Fortunately for us, the world is only becoming more stress-filled, as the confluence of technologies and global business models leave little down-time.  Especially for the younger generations, peer pressure and social circles drive many activities, and spas need to ensure they are providing environments that support social components of a spa visit.

Spa franchising is also a growing force, not just in the US, and there is a lot of opportunity here for strong brands with clearly defined infrastructure to grow into multi-unit chains.  But, in spite of all of the technological innovations, spas remain a place where people touch people, and we have a meaningful role to play in the lives of our current and future consumers.  If you’d like to read daily reports from the Summit presentations and breakouts, please visit my blog.

Lisa M. Starr, Community Ambassador GramercyOne; Senior Consultant Wynne Business


Universal CompaniesNatura Bisse

Read More Portal Unveiled at Global Spa Summit

One of the highlights of the recent Global Spa Summit in Bali was the unveiling of a brand new online portal where people can find the research evidence that supports various spa and wellness therapies.  Be among the first to become acquainted with the new portal, which is expected to be a game-changer in the spa industry! 

The Evidenced-Based Medicine Portal for Spa & Wellness Therapies is the result of a collaborative effort involving Dr. Ken Pelletier and Dr. Daniel Friedland. The site is available to all for free.

You might start by exploring “Yoga” as that will give you access to some fairly easy-to-understand studies…and then you can take it from there.  It’s all about transparency – not every therapy has a tremendous amount of research evidence on it just yet.  In addition, some therapies are actually “not recommended” as in “Ear Candling.”  Have fun exploring the databases and becoming among the most knowledgeable in the industry. 

While the site resides currently on the Global Spa Summit website, in the future it will be seen on its own at, as well as on other company’s websites including SpaFinder.  It will also be possible for any spa who wishes to link to it from their website.

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Readers’ Choice Awards: Remind Your Clients to Vote – They’ll Earn 200 Rewards Points

If you haven’t done this yet, there are just 11 days left to vote in the 2011 SpaFinder Readers’ Choice Awards.

We know you value your clients’ opinions, and we do, too! Your clients get to choose the winners of SpaFinder’s Readers’ Choice Awards, so encourage them to vote now.

As an added incentive, clients who cast their ballots will earn 200 Club Spa Rewards Points, which can be used for spa treatments, wellness classes and spa getaways. Plus, they’ll be entered for a chance to win a dream spa trip to Ananda in the Himalayas or Gwinganna Lifestyle Retreat in Australia.

Send your clients this voting link via email blasts, Facebook posts, Twitter messages and more. Voting ends June 21!

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