Spa-goers are a captive audience, so use that to your advantage, and make sure your staff knows how to sell your menu. “Always introduce new product offerings to the spa team first,” says Christian Jurist, M.D., medical director of global education for Pevonia Botanica Natural Skincare. “Create a fun experiential launch event that allows them to try the products and learn about the key ingredients and benefits and the technology behind the product or service. Their familiarity with the product, enthusiasm, and personal testimonials will be contagious and convey a feeling of security, confidence, and assurance to customers.”
That sense of passion should translate, but as with anything new, guests will be more receptive once they’ve experienced a product in action, so don’t forget to demo. “Run treatments!” says Natalie Aston, international trainer for FarmHouse Fresh. “So many spas consider retail and treatments separate, but the key to retail sales is allowing guests to experience the immediate impact a product has on skin.”
During the pitch, be sure to stress the products’ versatility. “Tell clients how perfect your retail products are for prepping skin before big events, and afterward, too, to de-stress skin. Encourage them to take your products on the go, to tuck them into their purses or carry-on bags for a quick beauty touch-up, or to use them as a daily prep,” says Janel Luu, CEO of Le Mieux Cosmetics and PurErb.
After a service, chat about maintaining a good skincare routine. “Highlight the therapeutic and rejuvenating nature of applying a your products," says Rhonda Allison, founder and CEO of Rhonda Allison Cosmeceuticals. "For many, the process is a break from their busy schedules.” Because some may think masking is too time-consuming, Brian Goodwin, international trainer for Eminence Organic Skin Care, suggests a sleep-in or shower treatment to change their perception.