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Must-see SpaTrade Webinar “Transform Your Business with Breakthroughs in Cosmetic Medicine”

April 23rd, 2011 by Nancy Griffin

Yesterday I got a sneak peek at the slides for Osmosis Skincare’s webinar “Transform Your Business with Breakthroughs in Cosmetic Medicine” next Tuesday April 26 at 10:00am Pacific. This webinar is a must-see for spa owners and managers, estheticians and medical professionals interested in results-oriented skin care. Ben Johnson, MD,  Founder/Formulator of Osmosis Pur Medical Skincare and Cosmedix Skincare, will share his research on breakthrough technologies to improve chronic skin conditions such as acne, rosacea, hyperpigmentation as well as slow the aging process.

 I’ve been a big fan of Dr. Ben Johnson for many years, having seen him speak at the IECSC show.  Dr. Johnson is a pioneer in skin care—his products are developed with a respect to nature and protecting the skin’s barrier, yet are extremely results-oriented.  According to Dr. Johnson, over-exfoliation from harsh products is breaking down the skin’s barrier and causing inflammation. In a nutshell, many “anti-aging” products are actually speeding up the aging process!  “What we have been doing isn’t working the way we wanted it to,” says Dr. Johnson.

The most effective way to keep hard-earned customers and to win new ones is to get amazing results. The core concept of Osmosis Skincare is that skin care should not interfere with  the skin’s normal function, but rather assist it. The company promotes “Natural Exfoliation™” which means that instead of removing the protective epidermal barrier, the skin is fed and stimulated to increase cell renewal without damaging the epidermis.

Dr. Johnson will discuss the use of Adult Human Stem cells, advanced liposome technology and DNA repair technology. “The goal is to boost immune function by increasing the amount of scar tissue removal and encouraging the recruitment of more immune cells and their related growth factors.” These breakthroughs can help spas and medical practices achieve long-term change in their clients’ skin.

Register now to be entered in a drawing to win $250 worth of Osmosis skin care, PLUS receive a 15% discount off your first offer.

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Announcements | No Comments »

Benefits of Spa Treatments Lie at Their Core

April 18th, 2011 by Nancy Griffin

SpaTrade expert blogger Anne Bramham posed the following question in her last post— “Are we disowning our own tool box of healing therapies?” This is a serious question for our industry—most especially due to the current state of the economy. If we as an industry don’t believe in the healing power of “spa,” what message are we conveying to the consumer?

I believe the disconnect stems from a lack of knowledge of spa’s true benefits. Contributing factors include:

  • Shortage of qualified therapists due to inadequate training in cosmetology and massage schools
  • Poor training at the spa level (training budgets often minimal and majority is vendor-driven)
  • Lack of understanding of the human body (anatomy, physiology) and the effect of natural elements and physical environments on the mind, body and soul.
  •  The quest for wellness outside of the spa experience. (ie “we’re adding wellness programs”)

At their core, spa treatments help bring us back into balance, defined as a “state of equilibrium.” The technical term is “homeostatis”- defined as “the ability of the body or a cell to seek and maintain a condition of equilibrium or stability within its internal environment when dealing with external changes.” The essence of spa is prevention of illness by using the elements of nature. It is true that spas deliver a relaxing experience, but at its best the spa experience can deliver so much more…

How do we solve the problem of “disowning our own toolbox of healing therapies?” How do we raise standards in the industry so we feel proud of the product we deliver and consumers feel good about spending their money on spa treatments? Your comments are most appreciated.

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Observations | 1 Comment »

Best Practices in Email

April 13th, 2011 by Nancy Griffin

Email is an affordable and convenient way to connect. By following best practices, you can expect higher deliverability and response rates, a better customer experience, and increased brand loyalty. Spamming people who have not requested your emails, however, is a recipe for disaster. I’ve collected some info on best practices in emailing—here are some of my findings:

The most effective way to build your email list is through “organic growth. Take advantage of every guest interaction and touch point, both online and offline. Ask for email addresses and obtain permission to email.

Permission is the foundation of any successful email marketing program. You must not send commercial email to an individual unless you have already established a business relationship with that individual and/or received express permission to send email

Observe the legal requirements under the CAN-SPAM Act. The CAN-SPAM Act states that you must obtain “affirmative consent”, defined as the recipient’s express consent “to receive the message, either in response to a clear and conspicuous request for such consent or at the recipient’s own initiative.” An individual must also be given “clear and conspicuous notice” that his or her email address could be shared with third parties.

Once you’ve captured someone’s interest and started a dialogue, do everything humanly and legally possible to acquire his or her email address — and permission — to continue the relationship via email to the benefit of both parties. Deliver relevant, valuable messages to your subscribers

Have any hints for successfully email marketing? Tell us your stories!

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Quick Tips | No Comments »

Anatomy of a Perfect Spa Treatment

April 4th, 2011 by Nancy Griffin

I recently had the pleasure of visiting The Grand Del Mar Resort & Spa in San Diego.  I visited the spa when it opened several years before, and found the experience to be a bit disconnected—The spa was obviously still going through some growing pains. My friend Jim Croghan took over as spa director last fall—he  is an industry veteran with a eye  for detail and a true passion for the spa industry. He was excited for me to see the changes he had made since my last visit.  Under Jim’s leadership, the spa recently received the Forbes 5-star rating. And, believe me, it has earned it!

The 11-treatment room spa is gorgeous and is, of course, fully equipped with all the amenities—including hot tub, steam and sauna. Each treatment was custom-designed exclusively for the GDM by renowned spa consultant Anne Bramham. The theme of the spa is “embracing the creative and rejuvenating spirit of the Renaissance.” My treatment was called Decompression – a “Triad Treatment” consisting of a Scrub, Hydrating Body Wrap and Massage.

My experience at The Grand Del Mar Spa was picture perfect. Here’s my breakdown about what set this treatment apart from the myriad of mediocre spa experiences I have had in my 15 years in the industry: (more…)

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Quick Tips | 2 Comments »

How to create a “reader-centric” blog

March 18th, 2011 by Nancy Griffin

Blogging is a powerful way to connect with your target audience and establish your company as a “thought leader.”  The essence of thought leadership “is to show, rather than tell what a company can do, and to do so in a way that positions and differentiates that company’s offering for the chosen target audience.  By so doing, you give prospects and customers a chance to sample your expertise.” (Rolf Jester, VP, Analyst Gartner)

I saw a great article about blogging in today’s Content Marketing Institute newsletter and I’d like to share a few  highlights. Too many spa industry blogs push their own agenda rather than creating real value. And they really are missing the point.

  • Find blog topics that resonate with your audience. Follow the news, issues, trends and research that affect your industry or niche.
  • Turn questions into content. Think about the real-world issues or problems your audience may have. Turn the answers to those questions into blog posts.
  • Invite others to contribute:  Post guest blogs and share juicy tip-bits from experts interviews. In addition to providing you with interesting content from a fresh perspective, guest bloggers may have a significant following of their own.

I highly suggest you read the entire article. 

SpaTrade welcomes expert opinions from spa operations to treatments. If you would like to share your knowledge an expert blogger and receive publicity for your spa property, products or services, email Kimberly Rhoten krhoten@questex.com.

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Quick Tips | No Comments »

Dr. Murad Keynotes Spa Connection Inaugural Event

March 14th, 2011 by Nancy Griffin

Dr. Murad encourages the audiece to "look up and be positive!"

As one of the world’s leading authorities on skin health, I knew Dr. Murad was a brilliant innovator. What I didn’t know was the depth of his generous spirit and truly holistic approach to health and wellbeing. Dr. Murad shared his groundbreaking research in his keynote speech at The Spa Connection event, and gave every participant a copy of his new book “The Water Secret.” To top it all off, he sat patiently for a book signing and took time to write each of us a personal message.

I can’t put this excellent book down and find the concepts contained within both revolutionary and surprisingly simple. The three components of Murad’s Inclusive Health care that protect and promote the integrity of your cells are internal, topical and emotional care. The Water Secret honors proven strategies in both ancient and modern medicine that fortifies the body with tools to function optimally. To quote the book: “To treat the skin as an isolated component of the body is like using a small brush to touch up the outdoor paint on a house rocked off its foundation and about to crumble under years of neglect and disrepair.”

The “secret” in The Water Secret is to “eat your water”—which means that eating fruits and vegetables is the ideal was to hydrate your body. The phytonutrients and fiber allow for better absorption of water into your cells, which become more difficult to hydrate as we age. It’s as simple as that, and explains why people who eat well just plain look better.

Here are Dr. Murad’s 10 steps to inclusive health

  1. Aging is a fact of life. Looking your age is not.
  2. Even in disaster, look for the good
  3. Smile daily, frown infrequently: Share your love
  4. Look out of the box for solutions to your problems
  5. Stat in touch with your passion
  6. Allow spontaneity in your life
  7. Eat your water
  8. Take pleasure in every minor success
  9. Find your hidden potential
  10. Reduce complexity in your life

Thank you to Dr. Murad for sharing your time and The Spa Connection for your commitment to raising the bar for Southern California spa professionals!

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in On the Road, Show Notes | 1 Comment »

Live from The Spa Connection inaugural event

March 10th, 2011 by Nancy Griffin

Master of Ceremonies Nina Curtis Gets the Energy Flowing!

I’m here at the Park Hyatt Aviara for the inaugural meeting of The Spa Connection (TSC). A combined effort of the San Diego Spa Directors Association and the Southern California Spa Directors Association, TSC has brought together more than 150 spa directors from all over Southern California.

Master of Ceremonies Nina Curtis raises a call to action the group: “Let’s get to know each other. There are no secrets–we all have invaluable information and we need to make a commitment to share!”

The Spa Connection is the brainchild of four industry visionaires: Joanne Berry, Director of Education and recruitment for Bellus Academy; Dana Stallings, owner of Spa Velia; Scott Duncan, General Manager of Spa Gregories and Jim Croghan, Spa Director of the Hotel Grand Del Mar. “Our Mission is to connect industry professionals, nurture their personal and professional growth, and enhance their ability to network and succeed in the spa industry.” says Croghan.

Dr. Howard Murad is now on the stage sharing the story about how he has devoted his life to making beautiful healthy skin to everyone.

Check back for more info on this great event!

The next Spa Connection meetings are scheduled for  June 22nd and October 6th (locations and schedules to be confirmed.)

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in On the Road | 2 Comments »

Spa treatments go minimal

March 4th, 2011 by Nancy Griffin

In the recent Los Angeles Times article, “Spa treatments go minimal,” reporter Andrea Chang writes about how many spas are going “minimalist” in reaction to the recession. “Gone are many of the extras such as bathrobes, slippers and saunas,” writes Chang. “In some cases, private massage rooms are sacrificed for thin curtains or communal rooms.”

The article points to “no-frills massage boutiques” and daily-deals websites such as Groupon and LivingSocial offering deeply discounted treatments. Massage Envy, which has 663 locations nationwide, increased its membership by 29 percent last year to more than 900,000 members.

ISPA’s latest research shows that 63% of spas introduced discounts and incentives to attract first-time clients and 18% introduced membership programs. To compete with low-cost massage chains, Los Angeles-based Burke Williams day spas launched its own membership program in 2009. For $79 a month, members receive a 50-minute massage or facial; for $109 a month, they can also use the spa facilities throughout the month.

Chang quotes ISPA president Lynne McNees: “Consumers just aren’t willing to go back in time even though the economy has picked up,” says McNees,”The mentality has changed. We’re not willing to pay full price for anything anymore.”

As we all know, spas operate on thin margins after the cost of labor, facilities and amenities. Is the trend towards heavily discounted spa services sustainable? Are core spa-goers losing interest in fancy amenities in favor of a good treatment in a humble setting? Have daily deal sites trained “spa newbies” to get a massage only when it is heavily discounted? What are the ramifications for our industry when spa treatments are devalued in the eyes of the consumer?

I look forward to your feedback on this important topic!

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Observations | 12 Comments »

Benefits of Spa Treatments Gaining Credibility

February 25th, 2011 by Nancy Griffin

There is a growing body of medical evidence about the proven benefits of wellness approaches like massage, hydrotherapy and meditation. The mainstream media is also touting the benefits of holistic treatments that improve quality of life. Oprah Magazine recently featured an article on the Health Benefits of Massage, and SpaFinder’s ClubSpa blog recently featured the benefits of hydrotherapy.

The Oprah article features a Cedars-Sinai study on massage which revealed that sujects who had a Swedish massage with moderate pressure experienced decreases in stress hormones and increases in white blood cells, indicating a boost in the immune system. Meanwhile volunteers who had a “light touch” treatment showed higher levels of oxytocin, a hormone that promotes bonding. The findings indicate that massage might be effective in treating inflammatory and autoimmune conditions.

The ancient healing practice of “Taking the Waters” is making a comeback. The benefits of hydrotherapy include an increase in endorphins and blood cirucation, reduction in stress and pain. “We are likely to see a renaissance in the hydrotherapy arena that was considered a relaxing past time for grandparents – especially in Europe,” says Susie Ellis,  President of SpaFinder and Global Spa Summit Board Members.“SpaFinder forecasts a renewed respect for the benefits of sanitas per aqua that has recently taken a backseat to weight loss, beauty and fitness.”

At the 2010 Global Spa Summit, Dr. Kenneth R. Pelletier, Clinical Professor of Medicine at major U.S. university hospitals, challenged the spa industry to “be less conservative and get organized about generating and communicating the evidence-based data about the efficacy of its various approaches and therapies.” Acting on this Pelletier’s suggestion, the Global Spa Summit is developing the First-Ever Evidence-Based Database For Spa and Wellness Approaches. The goal of the study is to aggregate and curate research into an accessible archive and promote existing scientific research highlighting the medical value of various spa modalities.

The evidence-based database that will result from the GSS project will be available for free as a resource to those interested in accessing evidence for some of the most common modalities offered in spas and wellness centers.  Promoting the benefits of wellness and spa will most certainly increase demand for these types of treatments.  In a recent study by SRI International,  71% of consumer respondents said they would be more likely to visit a spa if they learned that a series of research studies demonstrated that spa treatments deliver measurable health benefits.

Are you promoting the benefits of spa treatments in your business? Share your success stories with us!

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Trend Watch | 4 Comments »

Trendwatching.com Releases Top Consumer Trends for 2011

February 16th, 2011 by Nancy Griffin

Trendwatching.com, one of the world’s leading consumer trends firm, has released their top 11 Consumer Trends for 2011.  Here are some highlights:

1.     Random Acts of Kindness

According to Trendwatching.com, there’s no better way for a brand to put its money where its mouth (or heart) is than engaging in Random Acts of Kindness (R.A.K.). “Consumers’ cravings for realness, for the human touch, ensure that everything from brands randomly picking up the tab to sending a surprise gift will be one of the most effective ways to connect with (potential) customers in 2011.” Fueling the R.A.K. trend is brands’ ability to actually know what’s happening in consumers’ lives as people disclose more and more about their daily lives on Facebook and Twitter.

2.       Urbanomics

Urbanization remains one of the absolute mega trends for the coming decade. Here’s just one telling stat: “Today, half the world’s population – 3 billion people – lives in urban areas. Close to 180,000 people move into cities daily, adding roughly 60 million new urban dwellers each year.” (Source: Intuit, October 2010). “Catering to city-citizens in these vast urban entities requires a local, dedicated approach in products, services and campaigns.” (more…)

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About the Author:
Nancy Griffin has been a recognized leader in the spa industry for more than fifteen years. Prior to founding SpaTrade.com and SpaExec, she completed Graduate Management studies at Cornell University School of Hotel Administration, Her consulting accomplishments include founding Spa Finder’s Day Spa Partner Program in 2001 and directing the educational programs for the International Esthetics, Cosmetics & Spa Conferences from 2005 to 2010. After Questex Media Group acquired SpaTrade and SpaExec in August 2008, Griffin served as Executive Director until September 2010. Look for information on her newest start-up venture, Contento Marketing Group--coming soon! Griffin can be reached at nancy@contentomarketing.com

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Posted in Trend Watch | 2 Comments »

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