Selling the Necessity of De-stressing Wellness is a hot topic these days, as consumers are constantly reminded in the media to get stress under control for health reasons. While getting rid of certain stressors isn’ t always an option, at least de-stressing techniques are. Thanks to those media outlets, including consumer magazines, women know that spa treatments provide de-stressing relaxation and rejuvenation.
“ Going to a spa to de-stress is a necessity, not a luxury, and should be positioned as such by the spa community,” says Johnson.“ We’ re so‘ over’ these days— overworked, overwhelmed, overstressed— and when things reach the boiling point, we’ re no good at what we do.”
Janet Denyer, CEO of Gene Juarez Salons and Spas, says well-being is the focus of the company, which employs 1,100 people at 10 day spas in Seattle and three cosmetology education institutions in the region.“ We use similar terms such as‘ surrender your stress with this tension antidote’ or‘ travel deeper into relaxation,’” says Denyer.“ We choose services and offer companion homecare products that support our position that a spa experience is about living well first and foremost.”
“ We’ re so‘ over’ these days— overworked, overwhelmed, overstressed— and when things reach the boiling point, we’ re no good at what we do.”
After the recession, Gene Juarez couldn’ t rely on gift card sales to fuel year-round visits anymore.“ We realized that we needed to [ send the ] message that well-being, tangible good health enhancement and tangible beauty results were indeed our goal,” explains Denyer,“ and that there was more benefit to a spa visit than a chance to be pampered. Our spa performance improved after we began [ communicating ] this more potently and is back on an upswing.”
Entry level one-hour facials and massages always sell well at Gene Juarez Salons and Spas. Upgrades have been boosted by creating signature elements to accompany these fundamental services.“ For example, we have a Gene Juarez Serenity Massage that incorporates our affinity for ayurvedic balancing. It’ s so calming that it has become very popular.”
Denyer says any treatment delivering anti-aging benefits are big sellers, including glycolic peels, microdermabrasion, highly effective serums and nourishing masques,“ where there is a visible difference upon completion of the service.” Waxing out-
March / April 2011 ■ PULSE 27