SPOTLIGHT ON...

24 DAYSPA | APRIL 2013

Hair RemovalHow do you market hair removal services during April? Aimee Courtaway, lead esthetician at The Blonde Salon and Spa in O’Fallon, Illinois: In our town, waxing any part of the body other than the face is the exception, not the rule. Locals are not constantly in swimsuits, so we generate much of our clientele through word of mouth and referrals. That said, we market these months as a great time for apprehensive clients to try a wax service for the first time, and build up for when they will actually need hair-removal treatment (vacation, special occasion, bikini season, etc.). I tell clients it’s a great way to identify their hair regrowth process. Plus, springtime is wedding season here and we always encourage our bride-to-be clients to start waxing several months prior to the big day. Judith Olson, esthetician and co-owner of Wax and Lash Bar in Denton, Texas: Our business is strictly waxing and lash extensions, and that has helped us tap into a niche. We market ourselves as a luxury lifestyle service, like hair or nail treatments—we don’t do walk-in appointments or discount services. My twin sister (and

co-owner) runs the lash extension leg of our facility, and we often cross-sell services, which has served our business well on a year-round basis. Our clients come in to feel good about themselves all the time—not just during bikini season.Gregory Cartwright, owner of Koru Touch Day Spa in Statesville, North Carolina: I market such services year-round. Fall and winter are great seasons to introduce clients’ skin to body sugaring, and this provides ample time to balance out the skin and prevent any adverse reactions. By maintaining the service throughout colder months, clients will experience the miracle of this type of hair removal, in which hair regrowth appears lighter and almost feather-like. It’s the best way to prepare for the summer months and vacations.

What are your tips for alleviating the ‘ouch factor’ from hair removal? Courtaway: Making clients as comfortable as possible from the minute they step into your spa is essential. Talk them through the process—all throughout—so there are no surprises. I’m also a fan of Relax N’ Wax’s No Scream

Pros sound off on how they’ll keep clients hair-free and happy this Spring.

Natural Way Depilatory Hard

Wax This beeswax-based, strip-free wax is gentle on the face and body. 800.643.1626, naturalwaypro.com

Satin Smooth Scarlet Berry Wax with Açai This fruit-scented wax

spreads thinly and easily, and is ideal for fine to coarse

hair. 800.726.4204, satinsmooth.com

Hair-Hampering Heroes

Cirépil Blue from Universal Companies

This creamy, gel-textured formula is recommended for hair of all lengths and textures, and normal to oily skin. 800.558.5571,

universalcompanies.com

Milesman Premium Laser Treats all skin

types with an ultra-cold protection system, to reduce discomfort. 855.7GO.RENT, rentalaser.com

No Bump Roll-On by Gigi This mess-free, post-

wax formula helps diminish bumps,

ingrown hairs and irritation.

800.635.8966, aiibeauty.com

Tend Skin Liquid With this post-wax

solution, razor bumps and ingrown

hairs are history. 800.558.5571, tendskin.com

Reproduced by Gregory T. Cartwright with permission from Dayspa magazine for limited distribution. ©2013 by Creative Age Communications, Inc. No part of this article can be altered, changed, or reused in any way without the express consent of the publisher.

26 DAYSPA | APRIL 2013

SPOTLIGHT ON...

Cream, which helps to numb the skin beforehand. My clients like it, too—they even postpone appointments if I’m sold out!

In terms of technique, I’ve adopted a light tapping method, in which I tap the skin immediately after I strip off the wax. I find this helps distract the clients from the hair removal. Cartwright: I encourage clients to use the same breathing techniques used in yoga and exercise. I instruct them to breathe in as I mold the sugar on the body, and breathe out as I pull it off. And, if you keep the dialogue going throughout the process, clients’ minds won’t wander to craziness and anxiety. After the treatment, I’ll wrap the body in seaweed or sulfur mud to calm and soothe the skin. It helps close the pores and also relaxes clients and takes their minds off of discomfort. Olson: Having good bedside manner is very important. Because I have mainly regular clients, I know who they are, what they like and what puts them at ease. The more relaxed a client is, the more pleasant the actual hair-removal process is, and we try to cater to each client’s specific needs and comfort levels. My oldest client is 93, and when she comes in for an eyebrow wax, I’ll pipe instrumental or big band

music through my speaker. Her mind will go back to that place in time and it really makes her happier and more relaxed.

How do you turn a first-timer into a regular hair-removal client?Courtaway: With this type of service, trust and credibility are key and, most likely, the deciding factor in whether or not she will return to you. Explaining the regrowth process and the importance of implementing a regular waxing routine can also lead to clients rebooking on the spot. Olson: New and existing clients know we have turned a regular quick-stop treatment into a luxury service, and that’s what they love about our facility. We don’t offer discounts, Groupon deals or even Facebook ads. However, we do like to thank our loyal clients and make them feel special, so sometimes we’ll throw in a free vajazzle service or a bottle of wine with a purchase of a bikini wax. We also offer a complimentary brow or lip wax to clients who refer five new customers who actually come in for treatment. You sell clients on yourself, not just the actual service. That’s what keeps them coming back.

Hair-Hampering Heroes (continued)

Relax & Wax No Scream Cream

Help make waxing a relatively pain-free experience by applying this

topical anesthetic 30-45 minutes

prior to treatment. 775.830. 7546, relaxnwax.com

PFB Numb-It A fast-acting anesthetic gel that takes the “sting” out of

hair removal, and does not interfere

with wax or leave greasy

film on the skin. 877.225.0233, pfbvanish.com

Nufree Pro Service Center Complete with a thermal unit,

depilating strips, body applicators and client record

forms, this set serves as a one-

stop waxing shop. 800.247.2405, nufree.com

Depilar System A range of

enzyme-based professional

formulas help to break down

follicles after hair-removal services.

877.GO.DEPILAR, depilarsystem.com

Men’s Gorilla Wax from

Cosmoproshop (a Pevonia

International company) Specially

formulated for stubborn male body hair, this wax spreads thinly and efficiently, leaving no residue.

800.446.3751, cosmoproshop.com

Spilo Melting Pot La Grande Warmer

Accommodating wax, sugar or

paraffin, this device boasts speedy heat-up time and variable

temperature settings for

maximum versatility. 800.347.7456,

spilo.com

Clean + Easy Almond Coconut Wax This crème-based soft wax

removes hair gently and effectively, while moisturizing almond and coconut extracts

help to soften dry skin. 800.635.8966,

aiibeauty.com