Maintenance treatments given renewed focus in top salons and spas

Eve Oxberry's Editor's Letter, June 2015

Investing in the treatments that keep clients returning on a regular basis – such as waxing, lash tints and manicures – seems a logical move, but in many salons, these staples get the least attention.

The obvious ones to give to junior staff and in theory the easiest to do, maintenance services are often overlooked when it’s time to allocate the training budget or revamp the treatment menu. But there’s been a shift of late as high-end spas and salons take a closer look at these keys to customer loyalty.

In the June issue of Professional Beauty, we speak to some spa owners who are injecting some luxury into the basics and reaping the benefits, as well as a salon group set on turning the everyday into an experience by treating skin conditions during wax and brow treatments.

Incorporating additional elements also allows therapists to personalise even the most basic treatments. And with hyper-personalisation well on the radar of most businesses this year, we also go off-menu in this issue, looking beyond the treatment list at how the trend for bespoke services is impacting all areas of business. Our software feature looks at how client segmentation tools are helping salons tailor their marketing messages to attract different customer groups. Meanwhile, our nutrition focus explores the practicalities of testing for food intolerance or sensitivity in salons to help clients take an individual approach to skin or wellness issues.

Knowing what makes each of your customers unique is one way to secure their loyalty, but it’s even more important to have a clear picture of what makes your business different from its competitors. Having a strong point of difference and the ability to promote that clearly is also a winning formula when it comes to entering awards, according to the judges and previous winners of the PB Awards. Read more of their tips on how to put together a winning entry fin the June issue, then make sure you enter the 2016 Awards here, before the deadline on June 23.

The June issue will arrive with subscribers this week. A digital version can be bought online for £1.49 – or just £5 for 12 issues. The print edition is £37 for an annual 12-issue subscription. Make sure you’re always the first to read the news and trends by subscribing online.