1. Photo-rejuvenation

Photo rejuvenation is a process involving the use of intense pulsed light to treat some skin conditions and remove wrinkles arising from the damaging effects of sun exposure (pigmentation)

Photo-rejuvenation works by inducing controlled wounds on the skin, which prompts the skin to heal itself by creating new cells. This process reverses the effects of ageing and diminishes wrinkles.

Thermal Photo-rejuvenation uses a radio-frequency device inducing a thermal effect in the skin. The newest types of laser resurfacing are Radio Frequency, Erbium (Er:YAG), Fractional or and CO₂ fractional lasers.

2. Chemical Rejuvenation with chemical peels

A chemical peel is a facial treatment technique used to improve and smooth the texture of the facial skin using a chemical solution that causes the dead skin to slough off and eventually peel off. The regenerated skin is usually smoother and less wrinkled than the old skin. 

Alpha Hydroxy Peel

Alpha hydroxy acids (AHAs) are naturally occurring organic carboxylic acids such as glycolic acid, a natural constituent of sugar cane juice and lactic acid, found in sour milk and tomato juice. This is the mildest of the peel formulas and produces light peels for treatment of fine wrinkles, areas of dryness, uneven pigmentation and acne. Alpha hydroxy acids can also be mixed with a facial wash or cream in lesser concentrations as part of a daily skin-care regimen to improve the skin's texture. 

There are five main fruit acids: citric acids (citrus-derived), glycolic (derived from sugar cane), lactic acid (although derived from milk, this is still considered a "fruit acid"), malic (derived from apples) and tartaric (derived from grapes). 

Citric Acid: Usually derived from lemons, oranges, limes and pineapples. These peels are simple and effective, although not incredibly invasive or capable of significant improvement with one treatment. 

Glycolic Acid: Formulated from sugar cane, this acid creates a mild exfoliating action. Glycolic acid peels work by loosening up the horny layer and exfoliating the superficial top layer. This peel also stimulates collagen growth. 

Lactic Acid: This acid is derived from either sour milk or bilberries. This peel will remove dead skin cells, and promote healthier, softer and more radiant skin.

 Malic Acid: This peel is the same type of mildly invasive peel derived from the extracts of apples. It can open up the pores, allow the pores to expel their sebum and reduce acne. 

Tartaric Acid: This is derived from grape extract and is capable of delivering the same benefits as the above peels. 

AHA peels are used to:

• reduce fine wrinkling
• treat areas of dryness
• reduce uneven pigmentation
• aid in the control of acne
• smooth rough dry skin
• improve the texture of sun-damaged skin 

AHA peels may:

• cause stinging
• cause skin redness
• cause mild skin irritation
• cause dryness
• take multiple treatments for desired results 

 

Beta hydroxy acid peels 

It is becoming common for beta hydroxy acid (BHA) peels to be used instead of the stronger alpha hydroxy acid (AHA) peels due to BHA's ability to get deeper into the pore than AHA. Studies show that BHA peels control oil, acne as well as remove dead skin cells. 

Salicylic acid is commonly used to treat comedonal or non-inflamed acne. It works as an exfoliant, promoting the sloughing away of dead skin cells. Salicylic acid is especially helpful in treating acne because of its ability to penetrate the follicle. It encourages the shedding of dead skin cells from within the follicle, helping keep the pores clear of cellular debris. In this way, it reduces the number of pore blockages and breakouts on the skin. 

Jessner's peel solution, formerly known as the Coombe's formula, was pioneered by Dr Max Jessner, a German-American dermatologist. Dr Jessner combined 14% salicylic acid, lactic acid, and resorcinol in an ethanol base. It is thought to break intracellular bridges between keratinocytes. It is very difficult to "over peel" the skin due to the mild percentages associated with the acid combination. 

Retinoic acid peel 

Retinoic acid is derived from retinoid; which is denatured vitamin A. It is chemically similar to Retin-A. This type of medical facial peel is performed in the office of a plastic surgeon or a dermatologist or Med Spa setting. This is a deeper peel than the Beta Acid peel and is used to remove scars as well as wrinkles and pigmentation problems. It is usually performed in conjunction with a Jessner; which is performed right before, in order to open up the skin, so the retinoic can penetrate on a deeper level. The peeling process takes place on the third day. More dramatic changes to the skin require multiple peels over time. 

WARNING! Strong Peels are Intense, aggressive and can severely burn the skin. You can do serious damage. Salon and Spa treatment applications only use mild to medium peels and always start with a mild peel on the first session. Deep medical/surgical peels use a highly acidic chemical to remove tissue well into the papillary dermis. Leave the strong peels for doctors and dermatologist. Only administer salon and spa peels if you have undergone training and know what you are doing.

 3. Bio Skin Jetting

BioSkinJetting by SkinBySterex is suitable for wrinkles on the forehead, around the eyes, on the cheeks and the upper lip. Bio Skin Jetting a beauty therapy treatment is based upon the skins own natural regeneration capabilities. By activating the area immediately underneath the wrinkle, the skin is stimulated into forming new tissue. This new tissue contains young collagen and elastic fibres that plump and build the wrinkle. No injections or operations,  no foreign substances used and non-irritating with quick, lasting results. Bio Skin Jetting http://www.bioskinjetting.net/

4. Botox® cosmetic enhancement

Botox is injected with a fine needle into specific muscles with only minor discomfort. Botox is a substance which is derived from that of botulism toxin, which is the same type that causes food poisoning, however the amount used here is simply a fraction of the amount that is able to cause food poisoning; this works by preventing nerve impulses from reaching the muscle, thus causing the muscle to relax,  which causes the wrinkles to temporarily relax and soften.

5. Isolagen

A revolutionary process which uses a sample of your skin to replicate you own collagen producing cells. Isolagen is also known as ‘autologous cell therapy’ or ‘autologous collagen’ The Isolagen Process(TM) is an innovative cellular processing system which creates a natural, living cell therapy. By multiplying a patient's own collagen-producing cells or fibroblasts into tens of millions of new cells, a personalized treatment is created which is then returned to the patient's skin. This treatment, known as the Isolagen Therapy(TM), is designed to improve skin damage caused by the normal effects of aging, sun damage, acne and burns.

6. Dermal Fillers

Injectable dermal fillers are substances that are injected by medical staff into the skin in order to remove wrinkles. The process usually takes about 15 minutes. Most dermal fillers are injected under the skin using a very fine needle. Collagen dermal fillers use human, bovine or porcine collagen to help replace what you've lost. Since collagen fillers are absorbable and only last from two to six months, you'll need repeated injections to maintain these dermal fillers' effects. Hyaluronic acid also appears naturally in the body. In addition to filling in wrinkles, hyaluronic acid also promotes new collagen growth. These fillers are also absorbable, but last from six months to a year or more.

7. Ionic Therapy

The basis for negative ionic therapy as a health care alternative rests in the idea that the atmosphere is loaded with negatively charged electrons or ions. By using those electrons to remove elements that have an adverse effect on the physical and emotional well being of the individual, the body’s natural defence system can begin to make the necessary repairs and bring the individual back to a healthy state. This detoxifies liver, blood, kidneys and the whole body from hard metals, many people report that their mind feels clearer and more focused. 

The Ionic Therapy cleanses, balances, and enhances the bio-energy flow in your body. Based on bioenergetics technology, the Ionic spa creates an energy field similar to the energy produced by the human body. This field stimulates cellular energy and enhances the body's natural ability to internally cleanse itself, at an increased rate, restoring and normalizing the body's correct pH balance and energy levels.

This technology is similar to how a magnet works. Except in this case, the magnetic force functions to help cancel out and eliminate harmful free radicals and other toxins from the body. The Ionic Spa uses water and salt in a foot bath as a conduit for exchanging ions. The energy field created within the body draws negative and positive ions together, helping negate their harmful effect while gently stimulating cellular cleansing.

8. Ultrasonic (Ultrasound) Therapy

Ultrasound produces sound waves by rapidly oscillating the head hand piece probe. Altering the frequency of the oscillations controls the depth of penetration. The lower the frequency, the greater the depth of penetration. Ultrasound has a strong impact on the skin cells and leads to the renewal of the  cells. Skin care product formulations, used in conjunction with Ultrasound, will allow for deeper penetration of topically active ingredients into the skin, resulting in significantly improved aesthetic results. Blood and lymph circulation is improved. Helps to improve the metabolism and regeneration of skin cells. It is an amazing innovative device worth exploring. 

9. Growth Factors

Topical growth factors are proteins that promote the organization and maintenance of cells and tissues within the body. They play a major role in the healing of wounds and apparently in the healing of skin damaged by the sun's ultraviolet rays. Scientists are developing ways to hinder the aging process by growing new skin more rapidly. They are using growth factors as a way to maintain skin's youth. Extracted from cultured epidermal cells, placental cells, colustrum, and even plants, growth factors are compounds that act as chemical messengers between cells, turning on and off a variety of cellular activities. Growth factors increase the rate at which cells in the body grow. They play a role in cell division, new cell and blood vessel growth, and collagen and elastin production and distribution. Growth factors have been used extensively in the medical industry for treating wounds, as topical application of growth factors has been shown to facilitate faster and more complete healing. Likewise, the use of growth factors for aging skin has been shown to positively counteract aging and photodamage, specifically loss of elasticity, uneven skin tone, and thinning of the epidermis.

10. Anthogenol

Anthogenol is a naturally derived health supplement based on the proprietary isolation of OPCs (oligomeric proanthocyanidins). It has a powerful antioxidant effect (15 times greater than Vitamin C and 50 times greater than Vitamin E). Taken internally Anthogenol has an extremely high anti-oxidant activity, which creates the remarkable effects. Anthogenol works at a cellular level to provide protection from free-radical damage. It protects against the breakdown of skin collagen and elastin. Visibly reduces the appearance of fine lines and wrinkles. Improves the suppleness and overall quality of the skin. Helps diminish age spots. Helps increase the thickness and strength of hair and nails. http://www.addslife.com.au/aboutanthogenol.html

11. Pycnogenol

The extract has four basic properties – it’s a powerful antioxidant, acts as a natural anti-inflammatory, selectively binds to collagen and elastin, and finally, it aids in the production of endothelial nitric oxide which helps to dilate blood vessels.

The pure extract is a fine powder which is a light orange-brown color. It is used in dietary supplements, and in body creams and lotions for natural skin care. Pcnogenol can be used both as an oral and topical component, each working to enhance the effects of the other. Studies have found the following benefits:

• A visible improvement in the appearance and size of discoloration and brown spots
• An overall brightening of the skin
• Protection against further photo damage
• Gentle exfoliation of damaged cells
• A smoothing of fine lines
• Improved elasticity

 

12. Peptides

Peptides function as messengers in the skin, allowing the epidermis and dermis to communicate more efficiently. This may sound insignificant, but research is showing their effect to be quite measurable. As we age, communication diminishes within the skin, resulting in decreased collagen production and an accumulation of degraded elastin fibers. One peptide chain in particular, Palmitoyl Pentapeptide-3 (Matrixyl), has been shown to decrease skin roughness by 13%, reduce wrinkle volume by 36%, and decrease wrinkle depth by 27% after four months of twice daily applications on the face and neck.
With sequence variation, a peptides solubility, penetration level, irritation level, and activity can be modified. Without harmful chemicals or surgical procedures, the skin can be significantly regenerated, reducing fine lines, wrinkles, and other signs of aging without irritation.

13. Retinol

Retinol, promises younger looking skin in a matter of weeks. When skin cells are stimulated by the use of Retinol, a pure and active derivative of Vitamin A, they start to more closely resemble younger, healthier skin cells. Use of Vitamin A has also been shown to stimulate new collagen production. The increased cell turnover caused by Vitamin A has also been shown to be particularly helpful on acne patients. The skin exfoliation unclogs pores and helps fade acne scars.
Vitamin A is one of the few substances with a small enough molecular structure to penetrate the outer layers of the skin and work to repair the lower layers of the skin where collagen and elastin reside. Skin will appear smoother, softer, pores will appear smaller and less noticeable, and signs of aging will begin to diminish.
It is very important to make sure your Retinol product is pure Vitamin A and not a synthetic form. Vitamin A in its purest form will give your skin the most anti-aging, acne-fighting, and skin smoothing benefits possible.

14. Liposomes

Tiny hollow spheres of lipids, filled with active ingredients, able to encapsulate water-soluble as well as oil-soluble substances (such as proteins and peptides.) Due to their compatibility and affinity with cellular membranes, the ingredients held inside them can be delivered accurately into the skin and released precisely as required.

15. Nanosheres

Smaller version of liposomes said to penetrate deeper into the skin due to smaller molecular size.

16. Microcurrent Therapy

A microcurrent facelift is a non-surgical, non-invasive cosmetic technique that safely and effectively improves the appearance and health of the skin. A microcurrent facelift is also called a Bio-ultimate facelift. A microcurrent facelift uses technologies developed in the medical and physiotherapy fields to activate the skin's natural chemicals responsible for health and vitality. A microcurrent facelift provides satisfying aesthetic results with less risk of side effects compared to a traditional facelift. The microcurrent facelift procedure is proven effective and safe, delivering results at a fraction of the cost of traditional procedures.

MicroCurrent Technology is the only aesthetic treatment available that can physically firm and tone the skin through muscle re-education. This process of a gentle re-education of the fine facial muscles stimulates them with very small amounts of electricity. MicroCurrent is a specific wave-form of electricity that mirrors the body's own natural current and works in harmony with the body's electrical system. By reproducing the body's own biological current we can re-establish muscle memory naturally. Muscle re-education is most related to the term "facial toning". There are 32 different muscles of the face that are manipulated during the average microcurrent treatment.

17. Diamond Tip Microdermabrasion

Diamond microdermabrasion differs from traditional treatments in that it doesn’t rely on microdermabrasion crystals to perform skin exfoliation. Diamond microdermabrasion relies on microdermabrasion tips covered in tiny diamonds to perform skin exfoliation. When the diamond microdermabrasion tip makes contact with the skin it abrades against the top layer pulling it off. The microdermabrasion machine then sucks the loose dead skin cells away from the face. Otherwise, diamond and crystal microdermabrasion peel procedures are exactly the same in that the treatment provider passes the wand over each area of your skin three times. One advantage of diamond crystal free microdermabrasion is that the dead skin cells are accumulated onto a cotton filter and you can see exactly what was removed from your skin after the treatment is finished. Microdermabrasion is a sought after treatment and it is now challenged by “hydrafacial” (edge systems) The procedure combines cleansing, exfoliation, extraction, hydration and antioxidant protection simultaneously with no discomfort or downtime. 

Cellulite Reduction and Body Contouring:

18. Velasmooth

VelaSmooth is a breakthrough in cellulite reduction and is performed with an aesthetic medical device. A non-invasive procedure, VelaSmooth is rapidly becoming the first choice for smoother contours and firmer waistlines. Improvement in the appearance of cellulite is delivered by the ELOS system's ability to heat and metabolise the affected fatty layer, while the mechanical rollers and vacuum suction aid circulation to the area and smooth by massage. http://www.velasmooth.com/

19. SmoothShapes® System

Designed to offer a new and innovative way to treat cellulite and reduce thighs circumference safely and effectively, while achieving longer-lasting results. The proprietary Photomology technology combines dynamic energy (laser and light) with mechanical manipulation (contoured rollers and vacuum) to reduce the appearance of cellulite and treat localized areas of fat. Photomology utilizes specific laser and light wavelengths to address the physical manifestations of cellulite and subcutaneous fat: less flexible collagen and enlarged fat cells. Collagen is remodelled so skin is smoother and tighter and fat cells are restored. Photomology gently stimulates metabolic processes to minimize the underlying causes of cellulite such as edema, impaired blood circulation and decreased metabolism, to restore tissue to a better state. Smooth Shapes System http://www.elememedical.com/smoothshapes-system.php

20. Photopneumatic Therapy

Isolaz™ is powered by a breakthrough technology called Photopneumatics™ which is the only therapy in the world that combines a vacuum and painless broadband light  to deep cleanse and purify your pores from the inside out. Painless Isolaz™ therapy with deep pore purification - The top-rated choice for: Acne, Skin rejuvenation to help resolve sun damaged skin, brown spots and tiny broken capillaries associated with rosacea. http://www.isolaz.com/go/isolaz/ 

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

What can we learn from Cesar Ritz?

Ritz is synonymous with quality. The Ritz-Carlton Hotel Company, have a lustrous image and strive to make each of its locations uniquely luxurious.

Cesar Ritz is the genius behind transforming hotel living into an art. He developed his instincts for high-quality food and service, and his personal touch began to attract influential customers. Ritz focused on the happiness of his guest. He introduced private baths, indirect lighting, extraordinary attention to detail and mood. He introduced music to dining.  Ritz left Paris and worked for three years in resort restaurants and fashionable hotels in Nice, San Remo, Rome, Baden-Baden, and Vienna. Ritz was the restaurant manager at Rigi-Kulm, an Alpine hotel renowned for its location and cuisine, when he was informed one cold winter day that the heating plant had broken down and, at almost the same moment that a group of 40 wealthy Americans were to arrive soon for lunch. Ritz used creative thinking and ordered lunch to be served in the drawing room instead of the dining room--it looked warmer because of the large red curtains that framed the room. He directed the waiters to pour alcohol into large copper pots and then set them afire, and bricks were placed in the ovens. The room was warm when the Americans arrived, and each of them was given a brick wrapped in flannel to warm their feet. By the end of the meal, which started with a peppery hot consommé and ended with flaming crêpes Suzette, the guests were gushing with praise for the young manager.

It was Ritz who originated the phrase, "The customer is always right."  For Ritz, no detail was too small and no request too big if it meant satisfying a customer.  Ritz decided to pursue a dream he had had for years--to open a hotel of his own that would be the epitome of elegance. The Ritz Hotel, built in Paris on the Place Vendôme, opened for business in 1898. Furnishings were exquisite and service meticulous to the last detail - soft rugs, gilded mirrors, glittering chandeliers, oversized bathtubs, and vials of perfume,  champagne and superb cuisine.

He attended to lighting, staging, temperature, cleanliness, and aroma – thereby creating ambience that attracted guest with high standards. Ritz worked towards constant improvement on the luxury and elegance with an accent on grace, comfort and imaginative good taste.

 The New York Ritz-Carlton remained faithful to César Ritz's imperatives--pamper your guests with lavish surroundings and meticulous service. 

 

Ritzy Spa

What can we learn from Mr Cesar Ritz? Quality and attention to every last detail is imperative. Staging is absolutely necessary to thrive and develop a professional reputation. Quality is not just about your salon and the ambiance you create. Quality is about everything – the way you speak, dress, listen, learn, perform your treatments, and deal with your staff.  Quality does not necessarily equate to expense. Quality is about being creative and giving careful attention to everything. Do not settle for mediocrity; stand out a Unique spa and the best choice. Be synonymous with quality and sophistication. Quality means striving to do our best. It is a highly sought after attitude and reputation. 

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

Everyone has a business name, but not everyone has a powerful business tag line. If you want to stand out from the crowd and leave an impression on your clients, then write a red hot tag line and incorporate it into all your promotional material.

Clients will perceive you to be professional and established, even if you’re just starting out. Why? Because the big companies ‘just do it!’ and they’re ‘lovin’ it’! A perception of professionalism and permanence will inspire trust from your clients. Brainstorm any keywords related to your concept to develop your catchphrase to precisely state what you do in a persuasive manner.

Keep your tag line to ten words or less, avoid clichés, keep it simple but not boring and finally, be scintillating with wording only if it doesn’t interfere with your message.

You Inc.

Personal branding is when you and your salon become a brand concept. Develop a personal brand to help you clearly define and communicate who you are, your character and who your clients are. Why did you choose to dedicate your working life to beauty therapy? Personal branding goes beyond what you do – it is you! The one and only you.  What is your speciality? What specific problem do you solve? What are the results? Self-expression makes you a unique individual and it can be incorporated into your business as an authentic and memorable strategy to build meaningful connections and offer personal service.  Branding is about declaring your strengths, your skills and expertise. What makes you unique? Why should potential clients choose you? Be bold and expressive. No need to be modest.

Think of it this way: Your salon identity and branding is your business personality. It is what people remember. Peter Drucker, the guru of modern business, says that marketing is what your business is as seen through the eyes of your clients.

So what do your clients see when they look at your business? 

Create Buzz

Create Buzz by creating the next big idea and get Press Releases, advertising campaigns, email marketing, online directories and involve your staff and clients. New is exciting and gets people talking. Word of mouth is free advertising. Word of mouth is the most effective form of advertising. When you create something new, it is easy to get press coverage. Your local newspaper is always looking for local news, innovation and interesting stories. 

Salon of Distinction

To uncover new ideas, employ breakthrough marketing, new systems and technique. Consider your design and image. Keep your theme simple and professional. Pay attention to detail. Ambiance, luxury finishes, quality design and accessories are all part of the atmosphere and experience you create. Spas are developing new ideas in everything from health, fitness, and beauty, to architecture, design and cuisine. Custom Treatments and operations will give you the exclusive edge. You will be the provider of exclusive beauty secrets that everyone must try. As you incrementally increase the quality of every action and get better and better, your business concept will transform into a unique and individual experience. Commit yourself to performing at a higher level. You may aim for better sales results, better income, better standards, better sales scripts etc. Beating your best is a worthwhile goal because it is for you and about you. It is about building a better you. 

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

Valentine’s Day is February the 14^th.

Valentines is the perfect time for salons and spas to cash in on sales and treatments in the name of love. From packages for your loved one to couples pampering, the beauty salon and spa is the place to be.

When you think valentines: you imagine dinner for two, red love hearts, red roses, luxurious massages, decadent chocolates, sexy lingerie and sweet enduring messages.

Valentine’s Day Gift Vouchers

Valentine’s Day is the perfect time for promoting a visit to the beauty salon, hair salon or spa. Suggest this as a message of love, thoughtfulness and indulgence. Paint a picture of romance, treating their loved one to pampering, beauty treatments and deep relaxation. 

Suggest a gift voucher for a Valentines gift well in advance. Ensure your marketing hits your clients and the public in advance. Luxurious Couples treatments will sell exceptionally well for Valentine’s Day. The spa getaway is the ultimate in romance and pure couple’s bliss: “Feel like a VIP and tell your partner, you’re fabulous and I love you.”  

Make Your Valentine’s Day Promotions Bloom

What do I mean by making it Bloom? I mean you need to pretty things up and present it well. An artistically arranged bouquet of flowers says more than just a bunch of flowers. If a man presents you with flowers and says “I love you.” It means more than just the words.

It’s not enough to say:

It cleans the skin.” (But how)

“It’s worth it.”  (In what way)

“It’s a good buy.”  (All salespeople say that.)

“You’ll love the results.”  (I will?)

“I love this product.” (So what)

Make your hands earn a living for you. Don’t be shy to give free mini-demonstrations of your facial and body techniques. Just as companies hand out free samples at the supermarket to increase awareness, you too can introduce products and treatments to increase sales. You can use this introductory. It is hard to understand something, until you have actually experienced it.

Sure not all introductory offers will turn into sales, but many will materialise into new clients.

Be brief and specific 

Let your Valentines marketing piece sparkle with detail, to get the concept across.

You may have heard of the term “sell the sizzle not the steak.” The sizzle is the marketing concept to sell more steak.

For instance, let us take a soothing cleanser and see how many “sizzles” we can develop to get the prospect saying, “I want!” instead of “Oh hum!” 

1. 1.  Deep cleans your pores for a visible improvement
2. 2.  Removes every trace of dirt and makeup
3. 3.  Shrinks pigmentation and inflammation
4. 4.  Conditions and Moisturizes Your Skin
5. 5.  Smells great and leaves the skin refreshed
6. 6.  No taut feeling and doesn’t dry out your skin
7. 7.  It also reduces facial redness
8. 8.  Soothing and calming
9. 9.  Prevents pimples and blackheads
10. 10. Antibacterial, yet gentle enough for sensitive skin 

* Don’t sell the price tag – sell “alleviates visible symptoms of skin irritation & assists self-healing to lessen the chance of re-occurrence.”

* Don’t sell the ingredients – sell “the purpose of the formulation.” The intended purpose is to calm & soothe the irritated skin.

* Don’t sell a cleanser – Sell “less redness, clearer healthier looking skin.” Alleviates visible symptoms of skin irritation & assists self-healing to lessen the chance of re-occurrence. The intended purpose is to calm & soothe the irritated skin.

Calm skin, therefore less redness, clearer healthier looking skin. These are the “sizzles” in this particular cleanser.

* To create your marketing concept write down the one, five, ten, or twenty “sizzles” you find in each product and treatment you sell – in the order of what you believe will be of importance to the prospective client. 

* Make your description as clear and enticing as possible to grab attention and make a great impression.

* Make sure your Valentines concept ties in with your branding and general marketing messages.

* Tell every client about your new Valentines promotion. * Keep it short and informative. If they have questions, they will ask.

* Rehearse your marketing message in advance and fine tune it.

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

I challenge you to think up something original, new and fresh. You limit your potential when you look at what has already been done.

One of the most important factors for having a Successful Beauty Business is to differentiate yourself from your competition.

 In today’s competitive world Marketing is essential.  Just because you have a better product or service than your competitor does not guarantee you will earn a higher income. Successful business is about successful marketing. It does not matter that you are a great Therapist. Does the general public know you exist? How are you going to lure them to your Salon? Do people care that you do Facials and sell Skin Care Products? People don’t buy products or services, they buy results and benefits.  When a client has her legs waxed, she is actually buying the result of hair free legs and the benefit of being hair free for weeks.  A client that buys skin care products is after clearer, younger, protected skin etc. She is after the advantages she gets from using your service and products. Your job is to focus on the advantages you offer. How are these advantages more powerful than your competitor? Your marketing concept is about presenting the advantages of your products and services in a clear, distinctive, compelling message. Your language and presentation must speak volumes of what makes you unique. “We do it better than anyone else.” It is not enough to explain what you do. There is no point in explaining what you do unless you can also communicate why you do it better. Spell it out, so the prospect understands exactly why she should buy from you rather than your competitor. Don't sound like every-one else. Many salon owners like to copy their competitor's advertising style and price range. Break away from the standard run of the mill salon advertising. If your prospect thinks you sound just like everyone else, they have little reason to buy from you. Using unique language to express a fresh message can make all the difference.

What makes your business unique? Don’t just compete on price. Dropping your prices is the fastest way to put yourself out of business. Develop a Unique Selling Proposition (USP). Promote your point of difference. Don’t just say it, Do it. When your message is specific, you have more impact. 

Dig deep and discover a deeper message which is You.

Don’t hold back, grab a pen and write down your thoughts, even the crazy stuff. Concept is everything. If there’s not a strong marketing concept, the odds of success are minimal. There must be a spin to the communication that stands apart from other salons and spas.

Unique or interesting stories are needed to draw people in. Tell people about the inspiration behind your concept. 

What is special about your location? Suburb? City?

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Think in terms of unique natural resources and distinctive flora/fauna.

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I am the voice of?

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I am the spirit of?

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I have been to?

____________________________________________________

I have learned?

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I am passionate about?

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­ I am obsessed with?

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I wish?  

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What is your subconscious telling you?

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What is your creative side telling you?

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Do you have a secret yearning? 

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Do you have a story to tell? 

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How can you weave your personality into your business? 

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Ideas come from your life.

 

Are your products displayed in your salon in such a way that clients would describe it as attractive?

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Are your services promoted in such a way, that potential clients feel compelled to give it a try? How can you make your message more enticing and persuasive?

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Are your treatments and products described in such a way that clients think it must work? Does your message speak volumes about the benefits and results? Can you enhance the benefits?

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In the marketing of products, it's easy to forget that clients are more interested in how a product makes them feel than in what a product does.

What is the main point you want to make? Salespeople often want to keep the grand finale for the last. They keep the golden statement up their sleeve for when all else fails. It is best to get their immediate attention right up front. If your first message doesn't “click,” the prospect leaves you mentally -- if not physically! 

You’ve probably been to movies and experienced the familiar and could predict what would come next. The car chase was familiar; the couple who hated each other and fell in-love was familiar. A good movie captivates you when there is a twist or a surprise that takes the action to an unpredictable outcome. Just like the predictable movie, you do not want to be a typical predictable salon which offers the classic facial, collagen facial, the Swedish massage, waxing and seaweed wrap. Nothing random =  nothing unpredictable.

Shake things up and give it a twist of some unpredictable action.

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

Ideas link themselves to other ideas by the law of association of ideas.
Asking questions challenges the thinking process.

Have an attitude of focus when generating ideas. Get input from others. Someone may be able to raise an idea to a higher level. All these thinking questions are to help you generate more profit, solve problems and create opportunities. The value of thinking can’t be overstated.

Thinking leads to creation. It can take you to a new level both personally and professionally.
John C. Maxwell, leadership expert and New York Times bestseller says many people desire change, but they don’t do anything different so that they can change.

You need to think and visualize change. Change is profitable. Change is rewarded. Goal setting is important, but expecting success and pursuing goals is more important. When you change what you do on a consistent basis, then you change your life. Progress always requires change.

If you could see yourself in future looking back at today, what would you want for your salon to look like in the future?

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How do I have to change what I do to be competitive in the new marketplace?

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How will you get from here to there?

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What works?

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What percentage of our total budget and time is going into projects that will allow us to do something unique in the beauty industry?

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To whom did I add value today?

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How do I know I added value to that person?

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How can I become more client focused and provide what the client wants?

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Can I follow up and compound the positive benefit she received?

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Why should potential clients choose me?

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What separates us from other salons?

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Why do we do it this way?

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How effective and efficient is this practice?

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What is this similar to?

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What is the opposite?

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Can we see this from another perspective?

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Who is working with you now?

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Who should work with you in the future?

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Can we create systems for our therapists to follow?

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What strategies will help our staff grow?

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What do clients think of our current products and services?

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How consistently welcoming are we?

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What are my clients concerns and problems?

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Are there any other alternatives or possibilities?

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What other explanations could there be?

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What is our projected income, expense, net?

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Are we on target?

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Are we achieving the quality we expect of ourselves?

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How do you and your team deal with criticism?

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What are we really trying to achieve?

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Why should it be altered or improved?

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Who will benefit from the improvement?

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How will we develop our service?

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How will we develop new appealing treatments?

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What could we readily enhance by giving immediate attention?

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How can we surprise our clients?

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How can we surprise staff with small gestures or tokens of appreciation?

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How well are we promoting our products and services?

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How will we develop our marketing?
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Are we expressing the uniqueness we deliver?

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How can we improve and expand these messages?

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Consider what is currently working to get clients through your door. For example, if you get a good response from a trade show. Get in touch with those contacts again. Next year focus on making it a bigger and better event.
Find something that already exists and question how it can be improved.
Which new ideas, methods and technology can you introduce?

____________________________________________________

____________________________________________________
How can you optimise the time you spend with your clients?

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What steps will you need to take to get there? Is it incremental steps or radical change?

____________________________________________________

What will the ideal procedures and client services look like?

____________________________________________________

____________________________________________________

Which training should we undertake?

____________________________________________________

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Pursue significant change.

* Choose your employees wisely. You will need a supportive team.

* Offer your people incentives to provide motivation to reach your goals.

* A successful future best practice requires forward thinking.

* Uncover new needs. Ask clients questions. Have surveys and questionnaires to discover concerns and needs.

* Implement a future best practice plan. Proper management and planning are the basic ingredients to success in business to attain the greatest profit potential.

Would more activity help make it better?
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Could it be combined with something else to make it more valuable?

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Could we simplify?

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Is it too simple, could you create an advanced technique? 

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Would a substitute be more meaningful?

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Could we modify our treatment process?

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Is the price right?

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Would a change in staff help the situation?

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Can the sales message be shaped or changed to better communicate the advantage?

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Is our marketing plan effective? Will it make a difference? 

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Do we offer our clients an adequate guarantee?

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What can make it more appealing?

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* Learn to create ideas by evaluating all the different aspects of the product, method or concept you are interested in.

*Put your imagination and subconscious to work and write down your thoughts pertaining to each of the things you expect to improve.

* Use the answers that follow as your guide for creating money making improvements.

* Take your good idea and make it a better idea. Or take and ideas you saw or heard elsewhere and raise it to a higher level.
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____________________________________________________

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* Continue to generate, outline and shape your ideas to improve the quality of the client experience.

* Your aim is to create long-term clients and generate new clients.

 * Assess each and every area of your business:

List ways to increase clients:

____________________________________________________

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List ways to increase sales:

____________________________________________________

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List ways to reduce costs:

____________________________________________________

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List ways to increase efficiency:

____________________________________________________

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List ways to improve quality and increase profits

____________________________________________________

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Evaluate competition

____________________________________________________

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What can be done to enhance the salon and spa experience?

____________________________________________________

What are you neglecting or putting off that you should be doing to keep your business prosperous?

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* Continue to improve and strengthen your advertising and marketing. Build powerful messages about the benefits you offer.
 
* Those who practice and learn to create ideas and anticipate the changes needed, as the future evolves, reach a higher level of success with big money making potential.

- Perhaps you have noticed, some of the questions I asked have been repeated. This is to get you thinking. By asking the same question in a different way, may trigger a different thought pattern.

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

When researching trends, you may notice premium coffee is a trend; you may research skin care and coffee, and discover that coffee is a great anti-cellulite ingredient when applied topically. If Spa memberships are the trend, there is no reason you too can’t jump onto the bandwagon. Being second, third, or twentieth is no less profitable. Explore the Globe for potential possibilities and opportunities. The seekers will always find a way to create a salon and spa concept. Whether it be American (Health conscious or fat conscious - Biggest loser Weight and cellulite reduction, Turkish (Hamam), Brazilian (waxing), Moroccan (Harem blend of essential oils and spices), Italian (Fango mud), African (Pygmy massages with African drumming)  or European (classic facial) or Asian (tearoom and yoga) inspired, anything goes in the world of Spa: Seaweed, Pilates, cures, tonics and rejuvenation, the choices are vast, glorious, indulgent, mystical and magical, High-tech or centuries-old healing traditions, philosophies and rituals. It is not unusual for Spa’s to fuse European and Asian treatments with fitness and pampering.

While spas were once the province of women, new services have been added for children, teens, seniors, men, girlfriend getaways and pregnant women.  

Look beyond rather than within the beauty industry. Direct your focus outside the world of skin care, health and beauty, and think about what feedback you might get from people who are far removed from your particular field. 

Imagine that you're talking to Oprah. What would her advice be?

Donald Trump? How about your Best Client? The business person you most admire. What would he/she say?

The person who really believes in you, and thinks you can achieve anything you put your mind to? Who would that be and what advice would they give you?

Need Inspiration.  Look back in magazines, news items 4-5 years ago for ideas to revive with your own twist. According to Anna Bishop Scofield, “A thought or idea, once given to the world, becomes common property.  It is not possible to put on mortgages or limit the use that may be made of it, or how it may be made to bring in returns to commercially-inspired minds.”  

Brainstorming for Ideas  

Brainstorming is a group creativity technique designed to generate a large number of ideas. 

There are four basic rules in brainstorming. These are intended to reduce social inhibitions among group members, stimulate idea generation, and increase overall creativity of the group.

1. Focus on quantity: This rule is a means of enhancing divergent thinking, aiming to facilitate problem solving through the maxim, quantity breeds quality. The assumption is that the greater the number of ideas generated, the greater the chance of producing a radical and effective concept.

2. Withhold criticism: In brainstorming, criticism of ideas generated should be put 'on hold'. Instead, participants should focus on extending or adding to ideas, reserving reviews for a later stage of the process. By using more positive words like evaluating or analysing is a better choice than the word criticism. This helps your team feel free to generate unusual ideas.

3. Welcome unusual ideas: To get a good and long list of ideas, unusual ideas are welcomed. They can be generated by looking from new perspectives and suspending assumptions. These new ways of thinking may provide better solutions.

4. Combine and improve ideas: Good ideas may be combined to form a single better good idea. It is believed to stimulate the building of ideas by a process of association. 

© Belinda Meyer publishes information for the Salon and Spa industry. She offers helpful information relating to health, beauty therapy, spa treatments, skin care, hair and more. Want to know more? Visit www.salonprofit.net

Learning Kinesiology. Kinesiology can help you become more aware of bodily sensation and nerve stimuli. Kinesiology is defined primarily as the use of muscle testing to identify imbalances in the body's structural, chemical, emotional or other energy, to establish the body's priority healing needs, and to evaluate energy changes brought about by a broad spectrum of both manual and non-manual therapeutic procedures. 

Pay attention to what catches your eye or ear. Don't worry about what it means, just notice. This exercise is not about judging or labelling the experience. You are not concerned whether it is “good” or “bad’. You are simply allowing and witnessing and trusting. Observation exercises: In restaurants, on trains, shopping, etc., practise noticing non-verbal behaviour in others ... posture shifts, hand motions, vocal tone or tempo. Guess how your subjects are feeling or what they are talking about.

Ask questions. What's really going on here? What do I need to know? What's the best course of action for me? Then be open for an answer in unexpected ways.

Meditate. It quiets the mind and builds our awareness to emotions. Emotions are energy in motion.

Listen to your inner dialogue. Most intuitive hunches get edited out before we let them come fully into our minds. Or an intuitive thought comes in and we immediately tell ourselves we're wrong. Counter those thoughts with, "What if I'm right? What would I do with this information?"

Ask a question about something before going to sleep. Pay attention to the first thought in your head right after waking up. Sleep seems to be very important to creativity. Scientists at the University of Luebeck in Germany found that, during good sleep (which Jan Born, who led the research project, defines as at least 6 consecutive hours) your brain processes the sights, sounds, and other sensations of the previous day. Then, when you wake up, your mind is somehow more clear and organized. Born’s subjects did better at solving math problems that required creative solutions if they were allowed to read the problems, sleep 8 hours through the night, wake up refreshed (not doped up by medication), and then go back to the problems.

Thinking and Writing Ideas

General: What ideas could give us an ideal future?

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Emotion-based Ideas: What would excite us?

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New Products or Services: What ideas represent the ideal wishes of our clients?

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Emotion-based Ideas: What would surprise us?

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What could revolutionize the way things are done?

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New Products, Technology or Services: What ideas would break the rules of "conventional wisdom" about the beauty industry?

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General: What ideas could we adapt or modify?

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What could be added to what is already in place?

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What processes, methodologies, systems, training, etc. should we implement or improve to most effectively impact growth?

______________________________________________________

 

Invest time into changed thinking. When you change the way you do things consistently then you change your performance, then you have power to change your life. Have you ever had an exciting idea and with some thought you decided it was no longer a good idea.

Thoughts need time to develop. With time a thought can take shape and you can decide whether it has potential. Everything begins with an idea. Your thinking time is valuable. By expanding ideas they can become powerful visions. 

Think: What will your salon look like when it is operating at its full potential?

What is keeping you from operating at your best?

The motivated salon owner is willing to look for alternatives beyond the obvious ones that are offered. To stay ahead you must always have your next idea ready for launching.

Article Source: http://www.salonprofit.net

 

The Power of Intention

What do Oprah, Steve Pavlina and Wayne Dyer have in common when it comes to building successful lives? They believe in the laws of intention. People set intentions on all kinds of dreams; to get married or have children, to work less and make more, lose weight, or learn a foreign language. Joe Vitale says, “Setting an intention will direct everything you do and it will also direct the universe to bring you what you need to achieve that intention.” Oprah says, “Intention rules the earth.” Oprah advises, before you agree to do anything that might add even the smallest amount of stress to your life, ask yourself: “What is my truest intention?” Give yourself time to let a yes resound within you. When it's right, I guarantee that your entire body will feel it.” 

Wayne Dyer is the author of Power of Intention. The first law of intention is to recognize the face of creativity. Creativity in business is really about innovation and creating something from nothing using the power of your mind. Creativity is in you, whether you believe me or not. 

Steve Pavlina explains:

 “It is like planting a seed in the ground. You do not say to the ground, “Here is the seed. Please, can you make it grow?” You simply plant the seed, and it will grow as a natural consequence of your planting and tending to it. It is the same with your intentions. Simply plant them. There’s no need to beg. When you set an intention, you need to be clear about what you want. Do something every day to demonstrate your commitment to your intention.

Realize that EVERY thought is truly an intention. Every thought.  

Use ideas to create wealth by thinking and sparking new ideas and applying change. Examine how you can out-perform your competition. You want to improve before they improve. 

Many businesses realize the latest trends and then follow suit. Rather create a trend than follow the rest. Following makes you average. To shoot past your competitor’s future performance you will need to always be a step ahead. The goal of innovation is positive change, to make your salon better. Write down your answers to questions and any concept ideas. Do not judge the good or bad points of the ideas as they materialize to you, just write them down and judge them afterwards. You will stop the flow of ideas if you are critical of your thoughts before you put them on paper. When you have answered everything you can about product or concepts and know how it fits in with your plans, sit down and evaluate all the details you have written. Ideas for improvements are one of the most valuable things you use to increase your profits. 

“Shoot for the moon and if you miss you will still be among the stars.” Les Brown

Have a curiosity about the beauty industry which causes you to have an obsession with accumulating bits of information about skin care and health techniques. Curiosity compels us to accumulate knowledge. Someday these combined elements of information combined with other elements create an idea.

 “An idea is nothing more nor less than a new combination of old elements.” – James Webb Young Don’t underestimate the power of your mind. Reach success with the valuable asset of your mind. Go to the Top with your thoughts. “Nurture your thoughts, for you will never go higher than your thoughts.” – Benjamin Disraeli

Article Source: http://www.salonprofit.net

First things first. Analyse where your salon is currently:

Competitive Analysis 

Written Exercise:

What is your goal?

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Who is your target?

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What is the problem or issue you are addressing?

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What matters to your clients, what do they really care about, what will they pay money for, what results do they want, what kind of performance are they expecting?

____________________________________________________

 

What doesn’t actually matter to them? 

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List the main competitors in my market area. (Salon/Spa) 

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Reasons why customers would buy from me rather than my competitors?

____________________________________________________

 

Weaknesses my salon will have, in comparison to my competitors are?

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To overcome these weaknesses, I will:

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Threats my business might face are:

____________________________________________________

 

To overcome these threats, I will:

____________________________________________________

 

What options have a not yet considered?

____________________________________________________

 

Identify where in your selling process you are feeling hesitant, feel unsure, or losing your confidence.

____________________________________________________

 

Identify questions that you hate being asked by prospective clients.

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What does your heart naturally want to say to your prospec­tive client now?

____________________________________________________

 

Consider the questions potential clients would ask:

What difference will this concept really make?

____________________________________________________ 

What will I gain? What will I lose? 

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Want to develop your thinking muscles? Read Edward de Bono’s Thinking Course – Powerful tools to transform your thinking.

Article Source: http://www.salonprofit.net