The International Congress of Esthetics and Spa, Dallas 2014

Cutting Edge Salon/Spa Business Seminar

Room: World Cup

Monday, May 5, 2014

2:00 p.m. - 3:00 p.m.
Creating a Spa Experience in any Treatment Room

by Felicia Brown

Some of the most effective and enjoyable spa treatments can be done in the average room without a shower or wet table. By adding a few simple spa treatments and techniques, therapists can easily diversify their work and increase their income. In this class, attendees learn how to WOW clients by adding small, inexpensive touches to their sessions, and ideas for incorporating the spa experience into their existing services and practice.

3:15 p.m. to 4:15 p.m.
Creating Lifetime Clients

by Felicia Brown

Many salon and spa professionals focus the bulk of their marketing efforts on attracting new guests. While that is an important and ongoing part of every business, it is up to five times more expensive than achieving repeat business. Additionally, building long-term relationships with your guests boosts overall profitability, increases client satisfaction/trust, improves treatment results and heightens career satisfaction for practitioners. This class teaches you fun, meaningful and inexpensive ways to connect with and “touch” your guests on a deeper level to create continuing repeat business and lifetime clients.

Felicia Brown, a licensed massage and bodywork therapist, is the author of Free & Easy Ways to Promote Your Massage, Spa & Wellness BusinessShe is also a business and marketing coach and owner of Spalutions. Brown provides business and marketing coaching to massage, spa and wellness professionals.

Wellness: Mind and Body Seminar

Room: General Session Area

Monday, May 5, 2014

2:00 p.m. to 3:00 p.m.
Energize Your Mind, Body and Spirit

by Robert Sachs

The pace of appointments, greeting clients, performing a variety of modalities and room preparation can be overwhelming for an esthetician or massage therapist. In Ayurvedic terms, this is a recipe for aggravated Vata, which expresses itself in increased tiredness, joint pain, digestive complaints, worry and insomnia. Learn physical and emotional tools to stay grounded, focused, relaxed and at ease throughout your workday in an interactive program led by Ayurvedic expert Robert Sachs. Come prepared to stretch, move, breathe deeply and have fun!

Robert Sachs is a counselor, licensed massage therapist and educator. He is the author of Tibetan Ayurveda: Health Secrets From the Roof of the World and coauthor with Melanie Sachs of Ayurvedic Spa.

3:15 p.m. to 4:15 p.m.
Integrating Wellness and Ayurveda Into Your Salon, Spa or Medical Facility

by Liz Verbruggen

Learn how to incorporate wellness services into your spa menu that can help your clients heal and rejuvenate their bodies through Ayurveda and the complementary science of yoga. Ayurveda is all about bringing balance to the body using natural herbs. All around the world, people are going back to nature with natural and herbal therapies. Wellness and Ayurvedic spas and resorts have become very popular. Liz Verbruggen explains the techniques practiced in these spas and resorts, including Shirodhara, Praanayama, yoga asanas and Ayurvedic therapies.

Liz Verbruggen is a health and wellness professional with over 30 years of experience in the spa industry. Originally from England, she began her spa career working on cruise ships, eventually managing 27 spas at sea. Verbruggen has recently worked on opening wellness spas that offer Ayurveda treatments, meditation and yoga.

Image Seminar

Room: Wimbledon

Monday, May 5, 2014

2:00 p.m. - 3:00 p.m.
Rethink Pedicures

by Karen Hodges

Do you offer an extraordinary pedicure that is truly one of a kind? After your client sits down in the pedicure chair, what is the first thing you do? Taking the polish off their toes is NOT the answer! Learn about a revolutionary way of giving your clients pedicures that is sure to set you apart in a crowded market. Attend this demonstration and discussion to find out how you can make your guests dance out of your salon and brag to everyone they know about what a wonderful experience it was to receive a pedicure treatment from you!

Karen Hodges is a licensed esthetician and manicurist with more than 15 years of experience. She is a freelance writer, as well as an industry educator and public speaker around the globe. Hodges does consulting and training in salons, as well as on a one-on-one basis with individuals.

3:15 p.m. to 4:30 p.m.
Luscious Lashes for Your Client

by Ellie Malmin

As a makeup artist, it is essential for you to be able to recommend and practice the best eyelash procedures for your clients. Understand the unique functions of extensions, semi-permanent mascara, tinting and curling eyelash growth serums, and how to determine which one is the best choice for each client. Malmin explains the upgrades you can offer for your eyelash and eyebrow treatments, and the special care that must go into lash treatments for cancer patients. In addition, learn the difference between classic extensions and volume lashes—the hottest new technique in the lash industry!

Ellie Malmin is a cosmetologist and electrologist with more than 30 years of experience in the industry. She is the founder of Anushka Spa in West Palm Beach, FL. Malmin has co-authored several training manuals, developed training programs for various cosmetics manufacturers and created a styling program for eyelash implants with the prominent Alan J. Bauman, M.D. She is currently the executive director for the Lashologist Council of America.

Salon/Spa Business Management Seminar

Room: Stanley Cup

Monday, May 5, 2014

2:00 p.m. to 3:00 p.m.
Going Once, Going Twice—SOLD!
by Bonnie Canavino

Maximize retail sales at your spa to dramatically improve your bottom line! Retail revenue has a very high profit margin, making it a component of your business you cannot afford to ignore. Bonnie Canavino shares her innovative program for achieving successful retail sales. This seminar covers:

  • How to teach and incentivize your employees to sell.
  • How to decorate your spa to boost retail sales.
  • How to create and implement a retail plan.
  • How to document growth and expand your retail department.

3:15 p.m. to 4:15 p.m.
Building the New Spa Culture
by Bonnie Canavino

The spa market of the 21st century is experiencing many major changes that spa owners and managers need to be aware of. It is no longer enough to simply have a licensed staff, treatment rooms, retail products and a selection of herbal teas. Canavino discusses the big developments taking place in the industry, including:

  • The fusion of organic, natural and botanical ingredients with single molecule science in skin care formulations.
  • The latest requirements in alternative and advanced certification for your staff.
  • A new type of phone consulting.

Make your spa the ultimate preventative health and beauty force of your community!

Bonnie Canavino is the president of Red Cherry Group, the manufacturer of Organic Spa Brands. Canavino has worked for 35 years in the private sector, and also brings public industry management and training experience to the beauty business. She is passionate about growing the spa industry with integrity, and connecting with other professionals through spa consulting, management, career and product development.

Go to Sunday’s Seminar page.