December 4, 2017, Secaucus, NJ – Implementing social media, detoxing from cell phones and creating a vibrant, thriving business were all topics discussed in depth at the Repêchage 2017 Champagne Power Lunch. Each year international skin care company and manufacturer Repêchage hosts this event at the Repêchage Headquarters in Secaucus, N.J. to provide inspiration and insights for better business in 2018.
This year’s guest speakers included Lydia Sarfati, Repêchage CEO and Founder, Gordon Miller, CEO of Hairbrained™, and Stacie Bowie, Owner of Bowie Salon and Spa. Over 100 beauty professionals from India, Ghana, Italy, Panama, Mexico, U.K., Ireland, Canada, Trinidad, Poland, and the United States joined Sarfati and the Repêchage team for this spa business seminar led by industry experts.
Prior to the presentations, guests were greeted to champagne and a holiday shopping event, featuring the new Repêchage Triple Action Peptide Mask, Repêchage Biolight™ Luminex Mask, and Repêchage Holiday Gift Sets.
Gordon Miller, CEO of Hairbrained™ kicked off the event with his presentation: “Decoding Social Media: The Big Ideas and Practices Driving Success.” Miller discussed the need for salon and spa owners to use social and digital media as a marketing tool. For those who have been resistant to incorporating social media into their professional strategy, Miller shared a quote from Wayne Dyer: “If you change the way you look at things, the things you look at change.” Miller explained that social media is important to today’s skin care professional in order to reach the “C” or “connected” generation, a population segment whose smart phone control the way they live, work, and play.
An online presence is also important to makes one’s business discoverable. For example, implementing online booking, encouraging clients to leave online reviews via Yelp or Google reviews, and posting on social media with relevant hashtags all help create a strong online presence for the individual business.
In terms of how to use social media, Miller shared a quote from Seth Goden: “Marketing is no longer about the stuff that you make, but about the stories you tell.” Miller stressed how this is an important concept to keep in mind for selecting content that is posted on social media. As noted by Miller, the content should reflect the brand, and come across as conversational, not as a sales pitch. Today’s consumers can see through traditional billboard advertising. Referencing Gary Vaynerchuks book, Jab, Jab, Jab, Right Hook, it’s about delivering relatable, captivating content reflective of the brand 3 times (jab, jab, jab) before posting promotional content (right hook).
Miller ended his presentation by reminding the audience that a large social media presence doesn’t happen overnight. Progress will happen with time, and requires a commitment to pushing out content. Miller advised the best strategy is to track results, assess the progress you’ve made, and adjust according to what works and what doesn’t.
After a break for lunch, Stacie Bowie, Owner of Bowie Salon and Spa took the stage for her presentation, “Why a No Cell Phone Policy is the Best Policy”. Bowie discussed the negative impact that cell phone use has amongst salon employees, and shared insight on how salons can do better by implementing a no cell phone policy. “Research indicates the average American checks their phones 150 times per day,“ said Bowie. “Communication addiction leads to constant interruptions. In addition, unnecessary texts, emails, and phone calls can consume up to 8 hours of an average employees work week, reducing productivity and innovation.”
According to Bowie, since implementing a no cell phone policy at her salon for her employees, the salon has benefited in many ways. These benefits include:
- Increased productivity
- Exponential rise in level of customer service
- Increase in retail sales
- Better communication with clients and staff
- A rise in up-selling
- A better understanding of naturally anticipating clients’ needs
Sarfati closed this year’s Power Lunch, with her presentation “Success at Your Fingertips – Global Beauty Trends for 2018.”
Sarfati addressed how salons and spas can increase business for 2018 with tips from her business-building book: “Success at Your Fingertips: How to Succeed in the Skin Care Business.” Sarfati also shared trends that salons/spas can consider useful for their business.
The first portion of Sarfati’s presentation provided a how-to on the actions for success all salons and spas must implement:
- Create a proper image
- Determine your target marke
- Understand your customer’s needs
- Create a proper spa atmosphere
- Assemble a great team
- Provide proper phone etiquette
- Properly greet clients
- Create a spa nucleus that connects everyone in the salon/spa – from the hair team, spa team, nails, etc.
- Go the extra mile and provide quality service
- Build a strong foundation between the clients and your team
Sarfati next discussed the elements of a successful business plan. As noted by Sarfati, this includes the following:
- Creating a mission statement and business description that describes your corporate vision and communicate it to clients
- Developing a menu of services based on the market and demographics of your clients
- Creating a visual identity for your business
- Designing a retail space that fully complements your visual identity
- Having the proper spa equipment
Sarfati then shared key market trends and how salons/spas can implement these trends to help drive growth. These include:
- Hosting VIP events with clients
- Creating unique experiences (i.e. Saks 5th Avenue hosting Disney themed breakfasts to drive people in)
- Participating in affiliate marketing with relevant businesses
- Working with local charities
- Catering to male clients
- Trying new spa treatment concepts (i.e. Mommy and Me treatments)
- Bringing spa to a new level with mobile spas and medi-spas
Finally, Sarfati discussed retail and marketing tips on how to turn spas into a profit center. According to Sarfati, recent spa studies suggest retail as being a core component of customer retention. “If a client buys 2 retail products, there’s a 60% chance they will revisit. If a client buys 1 retail product, there’s a 30% chance they will revisit. If a client buys 0 retail products, there’s a 10% chance they will revisit.”
To see a spike in retail sales, Sarfati suggested the following tips:
- Take the fear out of retailing – Do this by understanding that your client is coming to you for solutions to their skin problems and it is your professional duty to recommend at-home care.
- Know your retail products well – This will make suggesting products easier.
- Be honest with your recommendations – Customers are savvy and can through a fake sales pitch.
- Choose a retail line that is your partner – One who has a good reputation, offers promotional and marketing support, education, PR, etc.
- Encourage your spa team to retail – Teach them how to retail and test their knowledge.
- Promote your retail – Do this through Private VIP events, seasonal marketing, gift certificates, gift sets, web marketing, shelf talkers, free samples, social media, videos and branding through marketing materials, such as gift bags/items and brochures.
With education being at the core of Lydia Sarfati’s values, Repêchage will continue to provide opportunities for beauty professionals to come together and learn from one another. Save the date for the special 20th Anniversary Repêchage International Conference to be held on May 7, 2018 in NYC!
For more on Repêchage, visit www.repechage.com
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About Repêchage: Since 1980, Repêchage has created a full range of seaweed-based skincare products featured at top spas and salons globally. Forerunners in sea plant technologies and pioneers in seaweed treatments and cosmetics in the US, Repêchage researchers seek out specific seaweeds beneficial for a range of skin care concerns. Our seaweed is harvested from the Brittany Coast of France and Maine, and then processed with our proprietary method at the Repêchage headquarters in Secaucus, NJ to deliver all the benefits from the sea to the skin.
