Repêchage Annual Network Power Lunch

From left to right: Lydia Sarfati, Dr. Samuel Shatkin Jr. and Dori Soukup at the Annual Repechage Power Lunch in December.

Earlier this week industry experts spilled some of their secrets to success to a room full of spa owners, estheticians and medical experts at Repêchage’s annual Network Power Lunch—Champagne Brunch.

First on the day’s docket was Dr. Samuel Shatkin Jr., owner of Aesthetic Associates Centre for Plastic Surgery and Advanced Skin Care in Buffalo, NY, who spoke about how bringing esthetics to his practice has helped his business to grow exponentially. “The industry has changed dramatically. Today, it’s less about surgery and more about maintenance and improving the quality of skin,” he shared. “We have to anticipate change, adapt to change and roll with the punches.”

Shatkin encouraged guests to set themselves apart from their competitors and think outside of the box by forming doctor-esthetician partnerships. He explained that to pique doctors’ interests, estheticians should attend seminars and get continuing education; learn about the doctors’ practice; build their resumes; and be prepared to show the doctor how they can increase patient retention and their bottom line.

Next up, Repêchage CEO and founder Lydia Sarfati spoke about the history of waxing and procedures, unveiled Repêchage SeaSmooth Artisan Seaweed Wax and followed with a waxing demonstration using the new wax, which Sarfati describes as a “deliciously creamy and rich formula.” Sarfati suggested giving clients the full artisan experience by offering a complimentary Repêchage Lamina Lift Mask and mini-massage; removing the wax with Repêchage Muslin Strips; concluding the procedure with the application of Repêchage Skin Relief Soothing Gel, Repêchage Vita Cura Triple Action Nutri Oil and hot towels; and finally offering a glass of water.

“Everyone is doing waxing but you want to provide your client with an upgraded experience that they don’t have in other salons,”Sarfati urged. “Turn it up a notch and give your clients an amazing experience.” She also stressed the importance of sanitation and sterilization. “Do not double dip!” she warned. “It’s like with shrimp. No double dipping in the cocktail sauce!”

President and CEO of InSPAration Management Dori Soukup spoke in depth about the importance of marketing and how implementing a plan will only help to increase revenues and drive business. Her tips: planning out yearly marketing strategies on a big calendar; using the back of business cards as promotional tools; capturing clients’ information with a "register to win" button on your website; and maintaining a monthly newsletter. “You know the saying,” she told attendees. “Out of sight, out of mind!”

To amp up retail business, Soukup spoke about creating a Discovery Station in the salon where guests can touch and feel products. “If you keep your products locked up, they aren’t going to go home with your clients,” she warned. “Promote what you sell—it gives them an opportunity to see what you have to offer.” Soukup encouraged attendees not to be afraid to recommend retail products at the conclusion of a service. “It’s our professional obligation. If we don’t do this we are not delivering a complete guest experience,” she said. Soukup also stressed the need for social media. “If you don’t have a Youtube channel, you’re missing the boat!” she chided.

To conclude the day, Sarfati took to the podium a second time to discuss trend forecasts for 2015, including the rise in facial skincare products; how younger generations are paying more attention to skin care; any how curvaceous bodies are “in” and the skincare industry can tap into that trend with cellulite-banishing, waist-slimming, stretch mark-erasing and waxing treatments. She concluded the day by speaking about the importance of education. “I believe very strongly that every time someone comes here—whether to a seminar or class—they always walk away with knowing better, knowing more and having improved their skills and knowledge,” she shares. “For me the most important thing is not just that I am successful, but that my clients are successful and able to grow in their businesses.” —Molly Church

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