Best Crossover Service
To build a thriving overall business, it’s important to market to your own clients and get your salon crowd into the spa and vice versa. The best way to do that is with a service that includes elements of both.
Example: Goldwell InnerEffects
Where it’s at: ME Salon & Spa, New Hope, Pennsylvania
Menu description: Instant Care Regeneration.
Price: $65 as a pampering service; $40 as part of a correction service
Who performs it: massage therapist or hair stylist
Products used: Goldwell InnerEffects RePower Treatment or Goldwell InnerEffects ReSoft Treatment
Length of service: 30 minutes as a pampering service; 15 minutes as a corrective service
Average sold: 15-20 per week
Why it’s the best: This deep conditioning hair treatment brings the spa to the salon floor in a unique way. When it’s performed as a pampering service, the client dons a red cape that signals to staff that “the spa” has entered the salon floor. Staff use hushed tones in conversation with the client and offer iced lemon water as a refreshment. A massage therapist, using the treatment recommended by the stylist, performs a 30-minute head and neck massage while the treatment is processing. The client can opt to have the service performed in a treatment room as well.
“Clients love the service because it’s pampering, but also because they see and feel the effects in their hair immediately—and they leave with their hair in the best possible shape,” says owner Gloria Henning. “Staff love the service because it’s new, it offers the client instant gratification, and it integrates our spa and salon world.”
Best Basic with a Twist
While there’s no doubt the basics bring in the money, every other spa in town has the same offerings. To tantalize your core clientele, attract new ones, and pique media interest, you have to shake up the menu, and you have to do it often.
Service: Wassa Body Embrace
Where it’s at: Habitude in Seattle, Washington
Menu description: Dead sea salts, infused with rose geranium sourced in Africa, exfoliate and invigorate with a full body scrub. Relax as you are wrapped in a cocoon to infuse and moisturize your skin. Enjoy a luxurious full-body rub with pre-warmed Shea Butter from the nuts of wild African shea trees.
Who performs it: esthetician or massage therapist
Products used: sea salt scrub, shea butter
Length of service: 60 minutes
Average sold: 12 per month
Why it’s the best: Gray shakes up her menu periodically by giving her clients different global treatments. “Having experiences that are unique and fresh help attract media attention. For example, we chose Africa to piggyback on some of the Brad and Angelina media attention, as well as the Product Red Campaign,” says Gray. “The new services also motivate the staff and we have a theme to decorate around. Even if our regular clientele end up choosing the basic services, they’re excited to come in to see what new things we are doing. All it’s costing me is the words on the special menu, but I’m creating a whole new venue for promotion.”