Cozy Up to the Bar
While the Robert Andrew Salon and Spa in Gambrills, Maryland, had a healthy roster of dedicated spa clientele, management realized that a good percentage of salon's longtime hair clients never took a walk on the spa side. They also realized these spa-shy clients represented untapped potential.
At America's Beauty Show last spring, Robert Andrew's spa director, Kay Wright experienced an express facial from Repechage founder Lydia Safarti. Wright believed these mini facial services were a fantastic way to introduce salon clients to spa services.
Wright believes the express service still offers guests relaxation, but in a more comfortable environment for those who are a bit spa timid. The facial bar menu even boasts, "No Changing Required." Says Wright, “It gives clients a taste of spa, and we believe that will translate into more spa clients.”
Before launching the facial bar, the salon/spa hosted a promo party for its stylists to expose them to the new concept and to show them how to invite their guests to the experience.“We also sent an e-blast to our our database, mailed flyers to our clients and posted messages on Facebook. We even had a men’s event and had quite a few guys experience the express facials,” says Decker. “I’d say we are roughly doing about 20 a week so far.”
As an added touch, facial bar clients are invited to a complimentary makeup touchup with one of the salon’s makeup artists. Says Wright, “For those who do take advantage of the service on their lunch break, they’re ready to go back to work. We wouldn’t let them leave without a touchup.”