Cutting Edge Salon/Spa Business Seminar

Room 103A

Monday, September 30, 2013

2:00 p.m. - 3:00 p.m.
Maximize Your Relationship With Your Clients

by Diane Buccola

Establishing a great relationship with your clients is essential to the success of your business. To nurture this connection, it is important to understand the demographics of your clientele, encourage your employees to share their insight, understand how to use social media and identify the core values of your business. Buccola addresses how to evaluate and maximize key elements that impact your relationship with your clients:

  • The intake process 
  • The treatment experience
  • Employee “team spirit” in your salon/spa
3:15 p.m. - 4:15 p.m.
Take Your Esthetics Business to the Next Level

by Diane Buccola

Growing your business and staying competitive requires taking certain proactive steps. This seminar addresses the following: 

  • How to customize/simplify your menu
  • Retail sales; why clients buy
  • Product samples
  • Record keeping
  • Effective marketing
  • Choosing a product line
  • Your backbar
  • Home care

Learn how to effectively manage these elements of your business to gain an edge and stand out from your competitors!

Diane Buccola has been a licensed esthetician in California since 1998. After selling her day spa in 2004, she opened her own practice, and now frequently works as a consultant and trainer for estheticians. Buccola also manages the popular SpaBizBoard, an online message board for estheticians and other spa professionals.

Medical Spa Business Seminar

Room 203A

Monday, September 30, 2013

2:00 p.m. to 3:00 p.m.
Achieving Success in Aesthetic Medicine
by Janette Daher

The success, reputation and profitability of an aesthetic and anti-aging practice are highly dependent upon the organization’s marketing plan. This presentation takes an all-encompassing approach to the concept of marketing and how it relates to the aesthetic industry. The effects of the current economic climate on the field of aesthetic medicine are examined, and suggestions for sustained growth are presented.

3:15 p.m. to 4:15 p.m.
The ABCs of Medical Spa Practice Development
by Janette Daher

The successful aesthetic practice model requires a unique combination of positive patient outcomes with superior customer service. This in-depth workshop provides a list from A to Z of essential components for medical spa development, and includes discussions on the following aspects: operational and staff development, training, regulatory components, liability issues, finances, marketing, retailing and public relations.

Janette Daher has spent more than 10 years working as a business development manager. She was instrumental in the development of The Ageless Institute in Aventura, FL, a full service aesthetic practice providing science, beauty and aesthetic solutions. Daher currently serves as the director of education and consulting services for The Ageless Aesthetic Institute, which provides hands-on training for medical professionals.

Image Seminar

Room 104C

Monday, September 30, 2013

2:00 p.m. to 3:00 p.m.
Makeup for Everyone

by Christian McNally

Celebrity makeup artist Christian McNally presents a demonstration on professional makeup applications. He illustrates the techniques of leading makeup artists in the fashion and entertainment industries, and shares his expertise and insider tips! Learn how to flawlessly apply foundation, concealer and blush, and properly contour the facial features. Get the confidence and knowledge you need to be a successful professional with McNally's simple and easy to follow instructions!

Christian McNally is a leading independent makeup and skin care educator. His work has appeared on MTV, CBS, NBC, E! Entertainment and Style, as well as high fashion magazines such as Cosmopolitan and Vogue. His celebrity clientele includes Beyoncé Knowles, Steve Martin and many others!

3:15 p.m. to 4:15 p.m.
Lash Perming

by Mary Turner

Lash perming has proven its resilience in the market as more than a passing trend. Today’s technician should be able to provide this service as an add-on or stand-alone treatment. The semi-permanent beauty treatment is an innovative way to open up the look of the eye area for clients who want a long lasting curl on naturally straight lashes. This service is the perfect alternative for clients who may not be able to wear lash extensions due to sensitive eyes. A lash perm makes eyes appear more open and defined and creates luscious lashes!

Mary Turner is the owner of Mary Turner Skin Care and Day Spa in New Castle, PA. Licensed since 1983, she has been a makeup artist for runway modeling, professional modeling shoots and television. Turner is the director of the National Aesthetic Spa Network for the Northeast.

Salon/Spa Business Management Seminar

Room 102B

Monday, September 30, 2013

2:00 p.m. to 3:00 p.m.
The 4 Rs to Front Desk Success: Retention, Retailing, Rebooking and Referrals
by Joanne Berry

Avoid failure within your spa or salon by learning and successfully executing the four Rs to success in your business:

  • Retention
  • Retailing
  • Rebooking
  • Referrals

A strategic and successful salon or spa must have a dynamic and responsible team at the front desk to greet and serve your guests. The front reception desk is the face and voice of your business, and you never get a second chance to make a first impression. So make sure you have the right people in place at your front desk, the most important position at your business!

Joanne Berry brings more than 20 years of professional experience to the luxury and medical spa industry. As the owner of Spa Remedies, Berry shares her industry expertise, providing customized consulting to clients looking to build or refresh their current spa operation. Berry has worked with many international industry leaders including the Intercontinental Hotel Group, Lumenis and Astron Clinica, and has gained a reputation as a highly competent professional.

3:15 p.m. to 4:15 p.m.
Finding New Talent: How to Build Your Dream Team
by Diane Trieste

Get an inside look at how to establish a proactive and productive “A team” for your spa.  Have you ever hit a wall and found yourself stuck when you were trying to hire and/or train your spa professionals and additional staff? Did you want them to work together cohesively within your spa facility but realized that they were just not the right fit? This seminar touches on creative ways to attract and hire the right employees and thrive with the best spa team.

Diane Trieste is the massage and wellness development director of Bellus Academy, where she shares her business acumen to further grow the brand. With a career spanning over two decades, Trieste commands vast knowledge and experience in many facets of the health, wellness and beauty industries. She has served on the board of directors for the International Spa Association (ISPA), and she is a frequent industry lecturer and contributor of articles to spa, hospitality and massage trade publications.

Go to Sunday’s Seminar page.