By Rocio Yaffar

With Father’s Day just around the corner and Mother’s Day upon us we celebrate both men and women this month. While women continue to make up the core of the skin care and spa clientele men are increasingly joining them. Like women, men are turning to spa treatments to stay young and look good. In response, we must be eager to offer individualized, male specific services to bring in the dads. But while expanding your client base don’t forget the foundation of your business: women. Tweak your menu and focus on providing services dedicated to pampering mothers all month long.

Keep in mind, though, that the service you provide is not just about producing visual results. When someone decides to hit the spa they are more than likely in search of inner peace and well-being, not just a pretty face. Offer a listening ear, say a kind word or extend a soothing hand. Incorporate calming, mini services to enhance treatments. For example, lightly massage the temples of your client at the close of a facial waxing session or use aromatherapy in a deep tissue massage service. The smallest of details make a world of difference when it comes to attending to the body and quieting the mind.

Where can you find the tools to keep your clients happy? Don’t miss The International Congress of Esthetics and Spa (ICES) in trendy South Beach, FL, from May 17th to the 19th. The energy charged event provides a forum for participants to network, stay on top of industry trends and learn from knowledgeable educators in the field. And this year ICES is proud to announce its debut of the Natural & Organic Pavilion, which features the first conference series in the U.S. dedicated to the natural and organic skin care and spa sector. In addition to the General Session, manufacturers’ workshops and the jam-packed exhibition hall, the congress also presents for the first time the Green Summit, an in-depth makeup class and an advanced salon/spa business seminar. So come join us to sharpen your skills and learn how to better service your clientele. Enjoy the show!

—Rocío Yaffar

About Rocio Yaffar

Les Nouvelles Esthétiques & Spa Editor in Chief, Rocio Yaffar has dedicated more than a decade and a half to the publishing industry in the capacity of editor. She has produced a host of publications in a wealth of industries, and has worked with locally- and internationally-based writers, photographers, graphic designers and illustrators, as well as printers, mail houses and multiple other publishing associates. Ms. Yaffar has been a contributing writer for local, national and international publications. E-mail her at rocio@lneonline.com.