Sarfati kicked off the event with her presentation Sugar & Spice Up Your Spa Business. In her presentation, Sarfati discussed how body care is now the second most popular product purchased at retail in spas and salons, and how body care services are the second top grossing service at the spa and salon. To capture this market, Sarfati explained how professionals can offer facial and body exfoliation treatments and products. “Exfoliating treatment and products are a critical element for healthy skin and all skin types for several reasons,” said Sarfati.
These conditions can occur on both the face and body as well. Understanding this need led Sarfati and Repêchage to expand their natural FUSION skin care collection with the FUSION Face & Body Sugar Scrub Collection, available in both back bar and retail sizes. Within this collection will be the FUSION Chocolate Espresso INVIGORATE Face & Body Sugar Scrub and FUSION Matcha Lemongrass DEEP CLEANSE Face & Body Sugar Scrub. These deep cleansing and invigorating, soft, creamy formulas gently exfoliate rough, dry skin, combining softening Sugar with sustainably-harvested Seaweed extracts and other natural ingredients, including Matcha, Cocoa, Coffee, and a Multi-Fruit AHA Complex. These scrubs are powerful, antioxidant-rich, gentle, yet effective: the perfect addition to spa menus as a stand-alone treatment, during a pedicure or manicure service, or as an add-on service. Skin care professionals can also use these services as an opportunity to introduce clients to the new retail at-home scrubs.
Dr. Leon Alexander, who has a Ph.D. in Behavioral Psychology and is the Founder of Eurisko Design, followed with his presentation: A Window into the Consumer’s Mind. Dr. Alexander highlighted how consumers have changed today as a result of the digital world we live in, and how this will affect the future of the beauty industry. Key changes that Dr. Alexander foresees affecting spa business and retailing include:
· Mobile technology that includes devices which provide consumer entertainment, education, product knowledge videos and promotions.
· RFID (Radio Frequency Information Device) embedded in store front windows, mirrors, retail shelves, and products.
· Virtual personal stylists.
· Spas providing “entertainment” that will make them shop and stay longer. This will come in the form of digital displays and touch screens with videos, as well as offering other retail items and services such as wine and coffee bars.
To capture consumers, Dr. Alexander pointed out the “three E’s” that are essential for salons/spas:
Entertainment will keep people in a store longer.
Experiences ensure people will share and connect positively with their social network.
Education will create a higher average ticket.
Clients aren’t as loyal and will search Google to find a new salon or spa if they’re unhappy with services.
Clients can use social media (Instagram, Yelp, etc.) and like, share, check-in, or leave reviews of services.
Clients can buy retail products online.
To keep up with these changes, and learn how to react both offensively and defensively, Gordon advised the audience that professionals must continue to stay educated about what is new in the industry.
The evening finished with a special Q+A with Lydia Sarfati, led by Gordon Miller. Some key takeaways included:
What inspired Sarfati to start Repêchage? “I saw that the skin care market was going to start to grow in the United States, and that a uni-dose treatment that assured consistent results did not exist,” said Sarfati. “This was the same strategy implemented by McDonald’s for consistency and this inspired me to create the Four-Layer Facial. The Four-Layer Facial changed the way estheticians would perform facials.”
How did Sarfati discover seaweed? “Thirty-eight years ago I was ahead of my time. When I first discovered seaweed, everyone thought seaweed? Yuck! No one ate sushi or seaweed salad at the time,” said Sarfati. “My eureka moment with seaweed and skin care actually happened in Israel. In the arid desert farming communities, farmers were growing and harvesting delicious vegetables. I was curious as to how this was possible in such a dry climate. We discovered that they used seaweed as a bio-stimulant for the plants because seaweed retained water longer and the elements of seaweed were very nutritious for the plants. Here we are 40 years later.”
What is one piece of advice for salon/spa owners serving millennials, the hot topic of today? “Make it fun and be efficient with their time,” said Sarfati. “Don’t tell them they need to come in for three hours — give them a fun experience that offers multiple services in an hour.”
With education being at the core of Lydia Sarfati’s values, Repêchage will continue to provide opportunities for beauty professionals to come together and learn from one another. Save the date for the Repêchage 21th Annual International Conference for Salon & Spa Professionals to be held on Monday, May 6, 2019 in NYC.