Pulse Legacy Archive March / April 2011 | Seite 30

“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.”
—Tory Johnson, workplace contributor on ABC’s “Good Morning America,” author and CEO of New York-based Women For Hire.

performs facials significantly in the Gene Juarez day spa market,
often 2 to 1 in generated revenue.
Being able to respond quickly to shifts in the marketplace
and consumer behavior helped Gene Juarez Salons and Spas
finish 2010 with a nice growth spurt and the company’s
outlook for 2011 is good. “We are prepared to make swift
changes if need be to optimize our performance,” says Denyer.
Some of those business efforts include strong gifts-with-purchase marketing and creative e-blast offers. This year, Gene
Juarez is celebrating its 40th year as the Pacific Northwest
beauty authority. “We are going to do a lot of outreach and give
back to the community that has supported our growth and
success, as well as celebrate the wonderful professionals at
Gene Juarez who made it all possible,” says Denyer.
Investing on Research
Spas are promoting de-stressing treatments, and manufacturers
are providing de-stressing products. For example, Sothys, a
French skin care brand with distribution channels worldwide,
offers the Secrets Global De-stressing Cream to combat the
signs of aging accelerated by stress. National sales and marketing manager Lisa Heinemann says Sothys feels de-stressing is
so important that the company took it a step further. “In collaboration with Dr. Lucien Aubert, a behavioral science
researcher, Sothys developed a scientific measure to quantify
the well-being sensation,” she says. “The exclusive method
measures the degree of psychological well-being of a person
following a treatment and its de-stressing impact on the skin.”
The company invests on product development extensively,
updating their product formula every year and slating a
minimum of two “major” product launches annually. “Sothys
treatments take an average of two to three years from it’s conception, research and development [before it is incorporated
into the] spa. A product may take as little as one year,” says
Heinemann.
Sothys, she says, keeps a close eye on the market trends and
how it affects different demographics. “[Different generations]
have different needs and financial means. Plus, their buying
trends (ex. Online vs. mall shopping vs. commercials) vary,”
she says. In response to this, she sees more spa owners looking

The female share of spa clients in
various spa types is as follows:
83% in Medical Spas
80% in Day Spas
72% in Resort/Hotel Spas
69% in Other Spa Categories (e.g. fitness and spa services)
Source: ISPA 2010 U.S. Spa Industry Study

for shorter treatments at lower costs. "Results became even
more important in products, and value-added gift sets have
become more popular."
Speaking the Female Consumer Lingo
Four Seasons Hotels and Resorts in Costa Rica uses ‘detox,’
‘stress-relieving,’ ‘relaxation’ and ‘experience’ throughout its marketing materials. “As it turns out, these frequently end up as our
number one sellers,” says senior spa director Todd Hewitt. “What
we have found in our detox plans is the most common words and
reasons given by our guests are ‘I am too stressed’ and ‘I need to
try something completely different now.’”
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March/April 2011