is going to be a compound annual growth of 6%.
What does that mean?
It's $22.08 billion from 2021 to 2025.
OK, welcome.
My name is Suzanne, and I am your host for Beauty Codes
Beauty Babel Session.
We're going to get started right away on today's topic.
But first, just to speak your new to this,
we just created this not too long ago, and it says resource
and discussion on trends and the spa industry, the business,
the insides and outs, and really understanding
the spa culture.
We'll be doing interviews with others in the future.
I'm just slowly lining that all up.
So as I said, this will be recorded for future.
You can look at this on our website.
The links will be shared there.
All right.
So quick discussion today.
I don't think I'll take too long today.
And at the end, I will go through the questions
that were sent in already and had a chance to look at them.
So I've got a few that can cover near the end.
So what does the future hold for spa salons and beauty
industry and the beauty services?
So when you look at it, we've been through a lot
in the last few years.
And the question is, is that will we recover?
And through the research I've been doing and looking,
it's actually very, very promising.
If we look at what's going on in the USA,
they are the driver here in Canada and around the world,
too, if you look at other places around the world.
What they are saying is that the demand is on the rise.
Consumers are definitely increasing their focus,
the importance of their overall well-being.
And that includes their mental health
and, of course, some stress relief.
And they're discovering that in our industry
and the spa service world that they can kind of get everything
together in one and also take care of their body as well.
One of the things that came up as well
is that the demand is actually greater in tourism now.
So as people are traveling, they're
looking at when they travel, they're actually booking.
And even if it's a business trip,
they're including this part of their trip, which is great.
I mean, this is part of their steps
to learning more about it.
And when they come home, they'll probably
end up looking at it sometimes as their first time
trying the different services as well.
And, of course, personal income is a big part of it.
Can they fit this into their regime and their lifestyle?
Demographic trends as well is a big one.
And I did take this from a global spa market, which
I'm going to quote right away here.
One of the things, too, is that we know in our hectic life,
it is such a busy, busy time.
And that hasn't changed a lot.
So they're definitely focused on that well-being in our service.
And that's one thing, even if they're
going for whatever treatment it is,
they're psychologically feeling better about themselves
doing it.
So even if it was a waxing service,
they're still going to feel good about it.
And this is that mental state side of it as well.
So it was the Spar market growth.
And they basically said it's going
to be a compound annual growth of 6%.
What does that mean?
It's $22.08 billion from 2021 to 2025.
That's what they're expecting.
Great, the rate of increase.
So this is the source from a global spa market.
You can always check them out because they're
doing this every single year and predicting
what's going on in our world, the spa, in beauty industry
and salons.
So think of wellness as a program
that people are designing themselves.
Some workplaces have it already in store for their staff,
employees.
It's a group benefit idea that they bring people in
for massages and things like that that they have.
But otherwise, they also, some will even
give away a little bit of part of their packaging
that you are allowed to have.
So many of your favorite services covered as well.
So looking at improving their overall wellness
is a big trend that's coming up for sure
that has been happening.
So when I talked about the tourism side,
just remember that if they're indulging on that tourism
side, the wellness side of it, it will have that ripple effect
onto us as well in this industry.
So they're looking at resetting, like I said,
their physical, spiritual, psychological, everything
about themselves.
And making sure they have time that work-life balance
has been a big key.
I think that's one thing we can definitely, I think,
our last few years when we were in a shutdown
and people start to analyze their lives a little bit better
and really dive into finding what worked for them.
So when people are indulging this,
just remember that this is also that effect onto us as well.
So what does that mean for you in this industry?
So looking at what you do for services
would be a big part of how can you add in that wellness side?
How can you bring in a calming place, the well-being place?
Are you going to play music that you know your client likes?
Are you going to change the ambiance in your room?
You can do all these small things.
It doesn't have to be a huge change,
but really you just want to define what's going on
in your place.
So one of the big things is a brand facelift.
Now, that doesn't mean you have to do what
the big spas are doing.
I'm going to talk about one in particular, what they've figured
out and what they've done.
So sometimes watching what the big players you're doing
can help you strategize a little bit better on yourself.
So don't go out and change everything.
Don't change your name, your logo, all those types of things.
Because that's very costly.
If you have the funds for it, then fine.
But otherwise, you can take it a little bit smaller.
And we'll talk a little bit more about that.
Some of you might know the name, The Red Door.
It was actually Elizabeth Arden that started that back in 1910.
It's been sold since then.
Under a private firm now called Mind,
and they actually changed the name.
And I'm going to talk a little bit about why
they decided to do that.
His name is Alex Bassono.
He's a VP.
And what he talked about and why
he discovered a facelift and a brand.
So he changed the name from Red Door to Mind.
I'm going to read what he actually said in one of the articles
that I found when I was researching for this.
We are a service company focused on self-care experience,
rather than just the beauty company focused
on external appearances.
In a world where self-care is more vital than ever,
it was important for us to become
the most authentic version of ourselves.
And the most important part of that
is how we make our guests feel.
Fitting our focus to overall well-being.
Mind helps each guest discover personalized self-care
that's uniquely right for them.
While maintaining the core of Red Door's philosophy,
caring for our guests is number one.
Mind's sponsor, Lawn, represents an evolution
of the original brand.
A great deal of work was put into the revamping
and recreating a best of the best product
portfolio that are all socially responsible,
environmentally friendly.
So they did a big overhaul.
Of course, the funds are there and they can do this.
But the big takeaway on that is they've also
realized that the focus needs to be the self-care
and the guest experience.
And that's where you come into.
So you don't have to spend the big money
and change your brand name and your logos
and all of your paintings and your moving locations
for Baker or anything.
It's just really focusing on that part of it.
So maybe take a look into what are some little tweaks
that you can do yourself.
Next one's understanding your customer.
I think in our industry, most of us do that quite well.
And really seeing who they are, what are their values,
who are your clientele, and customers
are two different people.
Clientele is coming back for services.
Customers are coming through your door maybe once.
That's how I look at it differently.
What makes you unique is another one.
And how are you better than your competitors?
So what sets you apart?
And what are your core values of your business as well?
So understanding who your customers are,
who are you targeting out there to come in to become clients?
And once you have your clients, are you
understanding what their needs are?
And the next one is clearly defined objectives
that serve your customers' essentials.
So what that means is figuring out
the satisfaction and loyalty that your clients can bring to you.
If you fail in this, then unfortunately, they're
going to go somewhere else.
So you need to look at why would they stay with you,
give them in the educational side of this,
and why you're doing what you do,
and why this service is good for them,
the other things that you do.
So bringing in that big excitement for them
that they feel special, and you know what they need before they
take their business elsewhere.
As we know, it's a very, very competitive industry.
Everyone's opening up somewhere and changing their careers
into this as well.
The other side of that is focus on sales.
Now, I know in this industry, we really
don't like looking at the word sales.
But when you're offering a service, you're doing sales.
When you're picking up the phone and you're
talking to your potential customer,
you're finding information, you're getting their history,
let's say a small consultation on the phone,
that's the first step of sales.
So when you look at it, I do put that in there
so that you know that what you're doing, yes,
you love what you're doing.
You want to take care of people.
But know this is a service sale industry,
and that's what you're doing right now.
If you want to read a book, there's a great book,
How to Be a Cut Above Your Competitors.
It's by Nick Dumarito, I think is Dumarute.
And he is actually a great book to look at.
And just understanding a bit more
and then how you can customize that in yourself.
But what he talks about is that people
are trying to build a brand, but they
forget that a good business has a brand.
If you're ready functioning and you're doing well,
you've created a brand for yourself.
So you don't have to start by creating a brand
and then doing clients and producing from there.
It's really looking at more than your logo,
more than your menu or your paper.
The websites are important, your social media.
But really focus on your clients and what brand
is working for them.
Because that's why they're coming back to you all the time.
So really focus on bringing out what you're doing with the clients
and give them a reason to why they're going to talk about you
and your place or your place of service.
And that is your brand when they do that.
Now, if you have staff or you're looking to have staff,
of course, if the employees are happy, the customers follow.
And that's a big part that team building with your staffing.
And that's a whole other, probably, a workshop on that.
If you're a solo entrepreneur, that's great.
It's yourself.
But if you have any staff, then you really
want to make sure that you are focused on your staff
understanding the bottom line of your business
and the team effort of everyone doing it together.
I owned a spa for over 15 years.
And I had staff.
And you have your core staff that come through.
And then you have some part times or that type of thing,
depending how large your premises place is,
but really, really focusing on the employee
and what their needs are will be essential to the growth of it.
And then sharing what yours are as well as it is your business.
But if you take that team together in it,
and that will unite everyone and focus on the bottom line
and what the goals are, what are the strategies,
how do we move forward, listening to what they have to say
and their ideas and if it works to bring in their ideas,
it boosts the morale as well.
So sometimes giving your staff the input and hearing them works.
And you just have to be honest and say,
well, I would love to do that.
We can't afford that right now.
So what are some other options we
can do to make this happen, whether they're
advertising or bringing in new products or whatever it may be.
Taking them on a team building program or something
is just finding out what's best and what works for both of you.
It's a fun balance, and that one.
Additional things that you would want to consider.
So we can think, again, our COVID times,
most have been talk to your service and cleaning
in this industry, but it did heighten our sanitation process.
It made everyone else more aware of what goes on in our industry
in that treatment room, which I think
is great because it set the bar higher on the cleansing side
of things and cleaning.
And tell your clients what they're doing, especially
if they're new.
So I just want to share with you our process here
of how we clean.
Most people are going to ask, but they're watching
and they're looking.
Not many people are going to say anything,
but you do know that most people are going to notice something
around and what you're doing and how you do it.
So it's really good to share that.
And again, like I said, the public side of this
is a hyper-awareness of cleansiness
and how are you disinfecting everything
and keeping them safe and your staff safe.
Technology changed as well.
A lot of people, well, I shouldn't say it changed,
more people got involved with it.
For example, this Zoom meetings, things like that.
It's a great way to check in with your customers
if this week you can still see it face to face.
Phone calls fine too, but sometimes
preliminary consultations can be done.
Or they live out of town or they're far away
and they can't come in to the premise
you might want to consider bringing technology
into your place of business so that you can have more
touch points and check-ins with your customers.
Keep in mind, I mean, the most important, I guess,
per furs is in-person.
So always offer that first.
But if you do need to check in with them
because they're out of town or they drive quite far
to come see you or they're in a very busy lifestyle,
offer them a check-in that way.
It's amazing what they'll appreciate
that kind of wow that you're doing for them,
really taking care of them.
Optimizing their internal health.
So a lot of people are looking at what they're doing
internally with their own health.
So what does that mean for you?
Well, you need to know what they're taking.
What medications are they taking?
Have they changed their food?
Are they changing their diet?
Have they changed their regimes of what they're doing?
Because if they're looking at boosting their immune systems,
fighting inflammation of their body, exercising again,
it can change their skin.
It can change their hair, nails, and skin, right?
Because it's focusing on the inside.
And there are some medications out there,
even herbal side, that you cannot mix with essential oils
or botanical.
So if you're using skincare or foot care, pan care,
things like that, body care, products,
some of them are botanicals.
You need to know if there's any interference with what
they're taking.
So please, please make sure you're doing your consultations
and asking them and tell them why you're asking these private
questions.
Because you want to know if they're
taking things with them.
They're seeing a herbologist or a natural path, things
like that.
And you're using skincare.
It can create an effect on their skin.
So just keep that in mind.
Ask those quick questions.
They're important.
And don't be scared to take your phone and Google it.
So do you know what the adverse effects of this is?
Would there be any issues?
Say, well, you know what?
I'm going to Google that.
So you're going to take your phone, and you're going to pull it
up, and you're going to find out the information.
So I really want to make sure there's not
going to be any problems, any contraindications
with the products we're using today in your service.
The other thing is the rise of at home beauty treatments.
And again, we can thank that for the closure, which is OK.
It's a good thing.
But I'm going to ask you, why have you
gone on Google or Amazon or Pinterest, anything like that?
They're promoting this for them to do this at home.
So I'm asking, why are they buying it from Walmart and Amazon?
Why aren't they buying it from you?
Why aren't you bringing this in?
Because then what you can do is help them understand
how to use the tools and to best support their treatment
services.
So if you're doing a lifting treatment
and you want to give them the light therapy,
there's so many affordable, handheld technology devices
that they can use and better support their treatments.
They're going to get even more from it.
You know, it's like someone's seeing a personal trainer.
They're going to go home and do the program.
So think of yourself that way.
They're going to come see you for that initial training
session and come see you for your service.
You're going to send them home with homework
and what to do to better it.
So think of it that way.
It's a great way.
And yes, some of the products and tools out there
that they have, they're not going to be as strong as what we
can offer in our treatment room.
And you just want to explain that.
It's for safety reasons for them.
But it definitely can help them for sure.
It's going to actually better you.
So it's a great way of an educational side of things
for them.
If you take the time to do it, and if you're not
sure how to do that, when you're purchasing a product,
you just need to let us know.
All right.
Just a quick review.
So those were the last four points that we talked about.
So that brand facelift, strategies for success.
So just take a look.
Keep it small.
Keep it simple.
Do you have an infrared blanket to bring in
during your services?
Do you want to change the music?
You really want to understand your customers
and clearly define objectives of what
you're going to do with them.
Focus on that sale that we talked about earlier.
The brand is born out of doing good business.
Remember that.
You don't have to create your brand first.
You just doing your good business creates the brand.
And profits will follow if customers and employees are
happy.
So think of it that way too.
Again, like I said, the heightened sanitation procedures.
There's a free workshop online.
You can see it on our website at beautycult.ca and our workshops.
And you can actually just sign up for that.
And you can put up another little certificate saying,
you know, I took another course on keeping up
with sanitation and sterilization,
showing interest that you care is really important
for your customers and clients to know that.
Do check-ins.
Have you scheduled that?
Or do you just do a facial and send them on their way?
Do you follow up with them and see?
I know there's a lot to do, but it's important.
It doesn't take long to set it in your time
and in your schedule to do it.
If you have staff, it's a great way
to have them involved with it too.
And they can assist with that.
And optimizing, understanding the client's internal health
side of things and what they're doing.
Again, no matter what service, derma planning, microdermabrasion,
facials, pedicures, waxing, it doesn't matter.
You need to ask those questions to see
if there's going to be any problems at all,
any contraindications.
And when in doubt, you don't do it.
Tell them why.
So you know what?
I really don't want to try this.
Or we could just try, you do a little test on them
and say, let's try that.
That's why the consultation is important,
before they come in for the treatment as well.
That's important because then you can talk to them then.
And if you have online booking systems,
you can actually upload a lot of your forms right there too.
If you haven't been doing that, just check out
on your help side of things.
And they should have it on there.
Usually there's a contact number that someone in support
can help you with that.
You can get your forms up and then you
can take a look at that too.
So if you do need to schedule a full call to discuss,
then that's probably the best way.
And it saves everyone trouble.
I mean, you don't want to disappoint them
when they come in through the door and then you say,
well, I can't do this today.
So try to find a way to beat that so that they can actually
see that you're carrying a couple of service about them
and not just the end result of the dollar coming in your door.
And then that rise up at home beauty treatments.
What are some things you can maybe offer your customers
as a retail to send home and have them work on it?
So you set the program for them.
Like I said, think of it like a person trainer.
A person trainer has a person meet with them maybe once a week,
maybe three times a week in person.
They're coming in for that session and then they're going home
and they have homework to follow.
So keep that in mind.
That's a great way to bring that approach to it.
Yeah, so that is our discussion for today.
If you want to see the recording, it'll be up.
It's just going to give us some time to see it again.
It'll be eventually a whole list of them
that you can go back and see all of the presentations
that we bring forward.
And I do appreciate the questions that come in.
We're going to cover that right away.
The end here and the topic ideas that are coming through.
Thank you so much.
I appreciate that.
We will be running this every Wednesday,
the first of the month.
The first Wednesday of every month.
And I just wanted to present you to something new
because a lot of the questions that people have been asking
is about their business and how to grow.
So we're excited that this summer,
we've been working on this.
I've been working on this for you.
I've been hearing what you're asking.
So is Tara.
We've heard the questions and the challenges and what to do.
So we've created a beauty biz summer boot camp.
And these are the topics with it.
So what we're going to cover.
Now you can do these separately if you like,
but part of the beauty biz summer boot camp program
with this business training, you actually
get a free mentorship as well.
So if you're looking for more detail on that,
that's going to come.
I just wanted to present you here.
So it's the startup.
So you're going to hear in business.
Maybe there's some things you've missed and didn't know about
or how to better organize that.
The ins and outs of solipreneurs.
We have a lot of people who are self-employed doing
their own thing on the side or trying to build that business
so they can get out of their other day to day job.
They want to do this full time.
Where does all the money go?
Like you're not understanding.
Like money's coming in, but you're not seeing.
How is it disappearing?
And how come I don't have money at the end
to buy more retail product or to buy this new machine that's
coming through?
So we sit down and go through everything.
The wow factor is a big one.
What sets your place apart?
And how to make it bigger and better?
And when they think of a place that they want to come to,
they want to come to you.
And growing your salon's all business.
And then build your books.
So how do you build up yourself so your clientele
coming through the door?
More details are on our website to each of the course separately.
But with, like I said, the summer boot camp,
how this will work.
The beauty of the summer boot camp is free mentorship.
So every week we'll meet via Zoom.
And so it doesn't matter where you are.
And we sit and discuss your business privately.
So even if there's a group of people taking this class,
this program all summer, we meet with the theory side of it.
I give you some detailed things to work on your business.
And then we discuss every week.
I'll make the time for each one of you.
And that part is free.
So it's free mentorship with this program.
So if you're looking for more information,
you can always contact me directly or next time
if you happen to be here, pop in and we can chat about it.
OK?
So watch for that.
It will be coming out in email very soon.
So it'll be starting July.
Moving on.
So we're pretty excited about that one.
Questions that came through.
So thank you again for submitting them.
There's many of them.
And I'm trying to go down the list
so I get everything that's been coming on since day one.
One of the questions we had was benefits
of having more than one facial.
Now, that was an elaborated.
So I'm thinking what they're asking for
is why would you have more than one type of facial
if you have a product line?
So it's really, again, finding your niche,
your edge of your business and what sets it apart.
And it can be very beneficial because it's not one, only one
type of facial.
It depends what your strategies are.
What are your goals?
If you look at your population of age could be different,
demographic different, skin different,
environmentally different, genetically different.
There's different people.
Like every 30-year-old does not have the same skin.
So you need to maybe customize or change the name
and add a few things.
Because people, yes, you've got to be creative and come up
with some fun names sometimes.
But that's part of the fun of it too.
And sometimes you keep involved with your staff
if you don't have staff, then involve your clients with it.
With the growing percentage of medispawns opening,
how do the natural holistic options stay competitive?
Well, after today's presentation,
I think that's quite self-efficient as we discussed.
This is what people are looking for.
They're looking for self-care.
They're looking for the wellness side of this.
They're not looking for the medical side as much
as they are looking for this side of things.
So if you can put that all together, one little pretty
basket of service for them and create that for them,
that environment, right down to their first meeting with you,
whether it's virtual or on the phone,
when they first come through the door,
how do you set up the room?
What's the ambience of the room?
Is it quiet?
Is it, you know, find out?
Like they're super busy people.
And they know, I just can't wait for this,
even though it's a bikini wax.
Say, you know what, maybe don't rush into it.
Get in the minute to just lie there for a moment.
So, you know, I'm just going to give you a couple of minutes.
Just take your time, listen to the music.
I'll be back in a few minutes.
If you can spare the few minutes,
it will be a big, big thing for them.
So hopefully that helps on that question.
Is nose waxing safe?
And do we need a certificate for insurance?
For thus, if we already have basic waxing certificates.
So I would recommend contacting your insurance company.
Anytime you have a change in your service,
you want to make sure that it's covered.
More than likely you don't need that,
depending on if you're living in the United States,
your state itself might have regulations.
Here in Canada, you don't have to have
just your waxing certificate.
Maybe take a workshop on it if you've never done one before.
It's quite simple to do.
One thing to keep in mind,
I know around the world, they do it a little differently,
but you don't want to take the wax stick
and put it right up the nose.
Okay?
You just want to close the nose and rub it into the inside.
Cause you only want kind of what's coming out on the ends
and the ears as well,
because those little hairs way up there
are actually protecting your body
because it's actually an opening into your body
and same with the ears.
So you don't want to have infection
happening any bacterial infections.
So removing all the hairs and not advised for sure.
And if you have more questions about that,
if you carry the baritone wax with us,
feel free to give us a call
and we can even do a demo for you as well.
All right.
So that is our presentation today.
I want to thank you very much for coming.
I was trying to keep this one within half an hour
because I know you're very busy people.
And again, please reach out anytime if you need anything.
Thanks for joining me.
Thanks for listening to Beauty Babble.