Besides being great for the hair, the marketing and branding for Moroccan Oil is spectacular.  They take the turquoise and orange and it is literally spread everywhere.  As you walked the booths, you kept seeing the turquoise bags everywhere.  Yes, other vendors have handed out bags, yes other vendors have used color, but no one made such a bold visual statement.  By the time you left Premiere, if you did not know who Moroccan Oil was or if you did not have samples, you must not have been at Premiere.

Color is part of your brand, just like your name, and any visuals that you may use.  Your logo, while it must look great in black and white, must convey a color statement.  What are your colors?  Do they say what you are selling?  Is it easy for the consumer to understand your color story?  What are you saying with your choice of colors?  What does black or red say?  What does turquoise say?

Sometimes spas leave their logos and branding as a last thought. Well what color should our logo be?   First on the list is the name and once you have a name you’re done.  Right?  Wrong.  There is so much more to creating a brand. 

1. Does the brand say who you are?
2. Are you sure you are conveying the right message?  (Are you an organic spa with a name that says beauty?—your consumer will be confused)
3. Does your spa brand have a niche?  Who are you?  What makes you special?
4. Does your brand speak to color?  If your brand is a southwestern theme, you may opt for turquoise and browns, while a fictitious spa called American Spa must of course be red, white, and blue.
5. Your brand and its colors must carry throughout the spa and in every detail. Bags, gift cards, towels, robes, interior design—top to bottom.

If you are having trouble with your brand, give my friends at Palm Beach Media a call, they are experts at creating spa brands and weaving a story through the advertising clutter.  Your brand says it all and it cannot just be a name pulled out of a hat.

The start of day 2 included visiting the builder for cost estimates of doors, painting, building changes, and other repairs.  This would start what I called the “good ole’ boy day”.  Everybody we would talk with or ask or see was part of the VST network.  Everybody knows everything about everybody.  Sometimes this is good, sometimes this is great and sometimes…well…..

Of course, the builder didn’t have all of the estimates, but he promised the final before our bank meeting in the afternoon.  Next stop, occupational license office, I wanted her to make sure the spa met the code and zoning restrictions in this town.  After visiting the office, I could see there were no zoning restrictions…they just seemed happy to see a warm body.

Along the various stops, we took a tour of the competition, their facilities and the pros and cons of each place.  Essentially, we could mark that off the list, there was and is no competition.

Mid day brought the analyzing of the name of the spa, simplifying the spa menu, and finding a niche for the spa.  Of course, this only touched on the subjects, but proved that when discussed enough, we found that she would need additional help to make these items perfect and marketable.  The spa-goer in a small town is just learning about a spa and often does not know the more sophisticated menu selections.  I discouraged her from offering “bamboo massage” as only one therapist was trained.  If she really wanted to introduce something more nontraditional to the spa menu, one way is to offer it as a monthly promotion.    Marketing, branding is probably the MOST important item next to your facility and location when determining success in the spa.

Later in the afternoon included bank meetings to obtain funds for expansion and more discussion on whether to move the spa.  The banker was very friendly, and my client had done a very smart thing….she had a very small luncheon where she invited 20 of her very best clients.  She told them her plans, and her thoughts on moving the spa.  What did they think?  What did they want to see in a spa?  Well, who would have known that the city bank manager remembered the details of the lunch down to what they ate.    Brillant on the part of my client and something we should all think about when we are making big changes that include our clients.  This was very positive in the banker’s analysis of the numbers, the loan requests, and the interest rates that she remembered all the details of the spa.

What’s next?  More check lists, negotiating equipment, and implementing budget controls, and a re-vamped spa compensation plan.   It will great fun watching the ugly duckling turn into a swan right in the middle of a very small town.  Twenty years ago, who could have thought we’d have a spa in a V.S.T.?

You drive into town and there are 2 state highways and the downtown area.  The highlight amid scores of fast food restaurants is Appleby’s.  On a Sunday afternoon, it is packed with families eating something, fried, battered, dipped, or covered.  There is no naked food here, nor healthy.  Yes, they could all use a spa, a healthy eating spa, with lots of treadmills—not kidding, I saw 75 heart attacks waiting to happen.

Now to focus on the client, a 4 year day spa veteran, she had battled the “I don’ know the business syndrome”, to build a nice little business in a very small 26,000 person town.  Her big question, “my business is at a standstill, here, my lease is up, my current facility is not being repaired by my landlord, what should I do?  Should I move? Or Should I renew the lease? Or Should I just close the business and work for someone else.”

All very loaded questions—but questions that need to be answered.

1.      Move?

2.      Renew Current Lease?

3.      Close Business?

Prior to arriving in this Very Small Town (VST), I had reviewed the P & L, the problems, the current market conditions, the demographics, the target market, and the competition.  My first thoughts were, productivity was not above 50%, no profit , close business and go work for someone else.  But after asking questions about the expenses, and determining that a large sum of money had been loaned to a relative, and seeing that another large sum has been spent to determine business decisions…the business could have been profitable.  Looking at the current facility, this spa owner had done a remarkable job of turning a small space into a cozy, warm, relaxing place.   But the landlord was letting the building dilapidate; rotting everywhere…no she could not stay here and grow.

Now the decision is to look at the new facility.  Is the location great?  Is the building okay?  Now, this is not a spa with locker rooms, or a wet room, but a house which will be converted into a spa.  Parking is fabulous, palm trees abound, the facility needs some work probably around $30,000…but this will work and the rent is not outrageous.  The location is prime real estate-on the main highway-with tons of signage area….this means all 26,000 people will drive by everyday and see you, your specials, your gift ideas, your promotions.  Visibility saves in advertising expenses and can add “mucho dollars” to the bottom line.

Then it was to the numbers.  You know it is all dreams, kicks, and fun until you start crunching the numbers.  Is that why they say measure what you treasure?  Crunch, crunch, crunch, down to how many skin treatments, how many massages, how productive, then onto expenses, and more expenses, and more expenses.  Finally after 4 hours of crunching and 8:00 pm approaching, we decided that yes it could be profitable, and yes, a move was possible.  My client was elated, but tomorrow would prove to be just as agonizing.  Moving a spa, looking a costs, and determining feasibility still plays in the decision making of when to spend the money, when to hold the money and when to lay down the money.  Sounds familiar doesn’t it?

What exactly IS cellulite? I know that it is fat, but why does it look different on everyone? And why is it mainly on women? Excess fat accumulates when the body takes in more nutrients than it can use. This fat is stored in the fat cells, which are located in the connective tissue between the dermis and the muscle tissue. This area also includes elastin and collagen fibers. An abnormal accumulation of fat compresses the surrounding tissue, which in turn, can suppress the blood flow and the lymphatic drainage from that area. If lymph reflow back to the area is inhibited, the fluid can build up between the fat cells and give a dimpled appearance.

Recent studies also indicate that enzyme damage accelerates as we age and an enzyme produced in the body breaks down elastin and collagen. When this breakdown occurs, the area appears with the “lovely” orange peel appearance. Many of the newer cellulite gels and creams contain enzyme inhibitors like ‘centella Asiatica’ or ‘Echinacaea’ that can reduce some of this damage. In women, the fat tends to distribute more on the hips and thighs for storage during pregnancy. This fat storage enables the body to maintain enough storage for breastfeeding and the reflow of lymph to the affected areas. Breast milk production can assist in fat mobilization and tends to accelerate post-pregnancy weight loss.

Want to take a peek at a product that helps the dimples?  Try the Ultimate Body Applicator and the Defining Gel…used together, it can make a dramatic difference in the appearance of cellulite.  Check out the starter application package , look under great products, and measure your results.

Okay, I have seen it all, cellulite gone in seconds, reduce fat, lose weight, etc.  I don’t believe half of what anyone says, less from what they do, and even less from….well, you get it I’m sure.  The beauty and spa  industry has its share of magicians, and I don’t know what made me stop at this booth….but I saw a picture of these legs…you know, the dimply, cottage cheese legs…you know the legs- I really have legs, but every product known to man has not stopped the dimples.  I am convinced that I was born with it, I inherited it, and it will never go away unless I have some invasive surgery or a leg transplant.  Now just look at those legs…would you believe it?   And inches gone in 45 minutes?

There were people lined up getting measured and putting on target body wraps….this was at the Premiere Orlando Beauty Show June 2nd.   The product was called It Works!  (It better work) Now this is cool, I want to try this.  And like the lollipop that I am, I tried my first of many ultimate body applicators.  The wrap is very cool when you put it on, and I wore it for almost two hours, but they told me that you only need 1 hour because it uses 80% of the targeted ingredients after 1 hour.  I wore the applicator and came back to get measured.  1 inch off my waist….get out…let me see the ingredients. 

Well, I looked through the ingredients,  there is nothing magical, but I think it is the blend that must make it work.   It is formulated without lanolin, propylene glycol, isopropyl alcohol, lanolin, artificial colorants, synthetic fragrances or animal by-products.  And then I saw the parabens….well they need something to preserve all of the vitamins and essential oils, but they don’t have formaldehyde and they are very, very low parabens.  From my esthetician days, I know that masks impregnated with products soak into the skin faster than if left to the open air.  The brain has a physiological function that makes it think that you are suffocating the skin, so the body sends down messengers to create circulation in the area that has on the mask.  The skin will then soak up the ingredients from the applicator faster because the mask is covering the skin totally and it is occlusive to the skin.  A great deal of information, but it basically means the brain causes the skin to soak up the ingredients.

You can see more videos here of the applicators being applied to the face, the neck, the abdomen, or the legs.  And you might too become a believer….Now, I am trying to build protocols for body treatments, facials, and of course, the turkey gobble neck.  The product actually works….it diminishes the fat cells… and what American woman doesn’t want to put on a wrap, curl up with a book, in front of the TV and lose inches.  You mean to tell me I can lose inches without exercising? Am I dreaming?  Check it out!  It Works!

BEST in SHOW goes to New York Streets Hair Culture Collection.

Booth, after booth, after booth, after booth…same table, or an attempt at being exciting…there are some companies that excel at trade show booth marketing.  New to Premiere Orlando and to the industry was New York Streets, a small hair care line that went out of their way to have a spectacular booth.  From their little street vendor cart to the brownstone buildings, the booth sold me on New York.

Walking the floor at Premiere, ever the so serious spa shopper, we discovered a crowded booth….of course, you stop dead.  What are they looking at…oh my, it poofs your hair up.

This is a very small invention by a clever hairstylist, Kelly (who said we didn’t have brains).  She saw that all of her clients loved the little poof, the volume at the crown of the head and she went out and created Bumpits.  There are testimonials and how-tos.

Check it out!  Your clients will love it…especially if you live anywhere South of New Jersey or maybe it is South of Virginia.  You know I have seen big hair in just about every state.  Be a rock star and Bump It Up…when you absolutely must ROCK!  BUMP-ITS!

As you grow in any industry you will always find sources and resources that are trusted and those that don’t fit your spa niche or simply don’t provide the right information.  One resource that you can always depend on is www.SpaTrade.com.    SpaTrade was founded in 2000 and acts as a resource knowledge base filled with articles, information, sources, and podcasts on just about anything in the spa industry.

I asked Nancy Griffin, the tireless, founder of SpaTrade what makes SpaTrade so unique and special.  She replied that:

• SpaTrade is “by the people for the people”. The site has survived due to the participation of our membership–member-generated content and active forums compliment the news and expert articles in the knowledge base.
• The site has focused recently on providing tips for day spas to survive during these turbulent time and creative marketing strategies to attract a new generation of spa-goer
  

Given the growth pains of the industry, SpaTrade gives spa owners, directors, and managers a resource that provides solid, valuable information.  There is a knowledge base (one of my favorites), an ask the expert, and special resources from the spa industry.  From the year 2000 to the present over 10,000 members have joined SpaTrade.  Use it and trust it like a friend.

I know that I’m a spa girl and I know Premiere Orlando, has traditionally been mostly hair and nails, but I love Premiere Orlando. Where else can you get 40,000 beauty fashionistas together for two days to carry on about up-dos, hair extensions, makeup, skin care, nail art, and so many other topics.  We could just spend a day on brushes….and who is copying who! (now, that is hot news…surely speaking).

Now for the trends that are still happening…believe it or not, hair extensions continue to be hot, and of course, the debates continue on which ones hurt the hair and which ones do not.  Next on the hit parade is hair straightening….now you have to know I have actually tried this and it was a very science project kind of day.  Do you remember science class, dissecting frogs, and other stuff?  Do you remember the smell?  Now this is what you smell like—this is formaldehyde that you are putting on your hair.  You know the stuff that they embalm bodies with!  Okay, I know it is supposedly only 2.5%, but this can not be good for you.  And if you are anywhere close to the spa world, this is as far from green and sustainable as you can get.  Nix, the straighteners….although I would give my right arm to wake up with silky, smooth hair instead of broom hair.

Moroccan Oil was a hot booth with turquoise bags filling the convention center everywhere.  The magical argan oils make the hair shiny and smooth, sealing in the shine with of course a blow dryer.  The models were gorgeous, the hair gorgeous…and as I was walking by taking pictures, I admired one of the model’s hair….”your hair is gorgeous, do you love the oils…yes, but I also use Redken.”  It’s hard to get good help these days.