Pulse Legacy Archive March / April 2011 | Página 28

e-srein
Today’s Female
Consumer
BY KATHIE STAMPS

F

emale customers make up the
majority of any given spa’s
clientele, but how do you
attract more of them and

upsell the regulars? Women love information. The days of marketing
“indulgence” or “pampering” are long
gone. Promoting the “why” for spa services is an important component for
Web sites, advertising pieces and in-spa
material.
“Tell me why something is great for
me, not just how it’ll make me feel,”
says Tory Johnson, workplace contributor on ABC’s “Good Morning America,”
author and CEO of New York-based
Women For Hire. “I’ll often spend more
time and money when I know the real
benefits, and I spend more for benefits
that are bigger and more significant
than temporarily feel good.”
26 PULSE

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January/February 2011