You Can’t Be Everything To Everybody!
As business owners we all try to figure out ways to increase our sales, reduce our costs and “brand” ourselves. As you reflect on your fall specials and how you are moving forward in terms of differentiating yourself from your competition, do yourself a favor and take a deep breath and remember…YOU CAN’T BE EVERYTHING TO EVERYBODY. It is so tempting to try to offer every service your competitors offer, or carry the latest new skin care line or product that has hit the market in an effort to be “competitive”. Sometimes, being exclusive or limiting the choice is the competitive edge.
So sit back, close your eyes and quietly think about who your target customer is. Define the perfect client…who is she, how much does she spend each visit, what are her personality traits? Do you prefer to target working moms, teens with problem skin, pregnant women, moms with toddlers, wealthy women who expect the best and have traveled the world? Do you want more male clients who prefer an atmosphere in which the décor and ambiance are more gender neutral? Do you want to start targeting the younger generation of girls that want to start going to the spa around 14-18 years old?
Whatever area or target audience you choose to focus on, go all out. Exceed their expectations, and even if you cater to everyone, look at your strengths, think about your vision, your passion and what makes you excited, and stay there. Sometimes it is tempting to read all the skin care trade magazines and think we need to listen to industry trends, try and imitate what competitors are doing. This is a great way to loose your way if you are not careful.
For example: Global Beauty is a specialized, cosmeceutical private label company that attracts salon owners who are focused on quality, presentation, cosmeceutical formulations and want to work closely with a small company that remembers them and helps them build their business. We are not and never will be a “mass market” private label line, nor is our target customer someone looking for that. There is certainly something out there for everyone, but if you don’t know who you are and what your limits are, how can your customers know that?
So, since you really can’t be everything to everybody, believe in yourself, and exceed the expectations of your target clients and you will continue to grow your business!
Ellen
ICES - Long Beach International Congress of Esthetics and Spa 2008
Long Beach Convention Center September 20-22
Booth #1011
If you cannot make it to the show, but would like to take advantage of this special, it will be good through Monday, September 29th. Hope to see you there!
TRADE SHOW SPECIAL
Anti-Aging Package
3 Lactic & Green Tea Cleanser 8oz.
3 Hyaluronic Toner 8oz.
3 Firming Collagen Peptide Serum 1oz.
3 Peptide Anti-Wrinkle Day Cream 1oz.
3 Regen. Anti-Wrinkle Night Cream 1oz.
3 Face Protector SPF30 1.7oz.
3 Bio-Active Day Cream 1 oz.
3 Glycolic Smoothing Moisturizer 1 oz.
3 Retinol Plus Firming Serum 1oz.
3 Vit-C Serum 1oz.
6 Samples of each Product
1 Technical Manual
All of the above includes
Private Label Branding!
Regular: $750.00
Show Pricing: $499.00 + shipping
PRODUCT SPOTLIGHT - CELLULITE REDUCING LINE
Global Beauty is excited to introduce a new series of private label cellulite reducing products, giving spa professionals the opportunity to brand their own line, great for supporting treatments such as endermologie or lippomassage once the client returns home.
The line includes Anti-Cellulite Gel, Firming Body Lotion and Firming Body Wash. The impactful trio work synergistically to reduce the visibility of cellulite from areas such as the hip, thigh and derriere by breaking down toxins, recontouring the body and energizing the cells.
Many spas offer effective cellulite treatments, but don’t provide their clients with a home-based maintenance program. The Global Beauty cellulite products continue to treat the cellulite when your client returns home and helps them to maintain a smooth, polished look. Plus, labeled with your spa’s name and logo, you stay visible and customers return for more product, helping your spa’s bottom line as well.
Kathy Furlong, owner of Graceful Beauty Body Spa in Costa Mesa, CA, offers endermologie in conjunction with the Global Beauty cellulite line; “Everyone loves these products – I can’t keep them on the shelves! It’s great to offer clients affordable products that work in tandem with endermologie to give to keep up their great results.”
The line is as follows:
Anti-Cellulite Gel
The Anti-Cellulite Gel contains highly active ingredients that penetrate and support the cells deep within the dermal layer to restructure the tissue, resulting in a tighter, toned skin surface. Organic arnica penetrates deeply to enhance cellular integrity, Dead Sea concentrates detoxify the area, MSM drives the ingredients deeper into the cells while pink grapefruit extract dissolves cellulite beneath the skin. Retinol, ginger, papaya enzymes, and aloe vera firm and fill the upper layers to restore a smooth line and finish to any surface of the body.
Firming Body Lotion
The proprietary formulation contains a blend of organic botanicals and herbs, all noted for their ability to break down and eliminate fat, while the combination of MSM, pink grapefruit and cinnamon continue to dextox. The lotion also contains anti-irritants, (green/white tea, comfrey, aloe vera), antioxidants, (vitamin E, vitamin A, vitamin B5, alpha lipoic acid), rich emollients, (shea butter, jojoba oil, sweet almond oil, hyaluronic acid, hydrogenated castor oil), and essential oils that provide hydration and smoothness.
The gentle cleansing treatment stimulates the skin’s metabolism, helping purge the skin of toxins and excess water and improving the skin texture. It combines essential oils, jojoba beads, MSM, pink grapefruit essential oil, caffeine, green tea, salicylic acid, jojoba oil, rosemary, orange peel, red clover, aloe vera, and anti oxidants to firm and tone, with moisturizers and cleansers to provide visibly smoother skin. The wash also delivers gentle conditioners to prevent dry skin.
For more information or to order these products, visit the Global Beauty website at www.globalbeauty.net or call/email 949-770-4290; ellen@globalbeauty.net.
We always look forward to hearing from you!
Ellen's New Blog!
www.ellenclarkinternational.com
ELLEN'S BEEN READING...
This month I have been reading Awakening the Entrepreneur Within the latest book by Michael Gerber. He is the bestselling author of The E-Myth Revisited and E-Myth Mastery (both books are also fabulous).
I was fortunate enough last night to hear Mr. Gerber speak at my NAWBO (National Association of Women Business Owners) meeting, here in Orange County, CA. What a treat! It amazes me that no matter how many entrepreneurial and business manage-ment books we read, there are always new ways to absorb concepts when you need to hear them.
In his latest book you'll find more wise words of wisdom directed at giving our business a “life of its own” so we can continue on our entrepreneurial paths, growing our personal and professional vision. This book highlights ways to help us find our own “entrepreneurial voices” no matter how small or large our business empire is. A great read!
*****Election Trivia*****
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 Eight Presidents were born British subjects: Washington, J. Adams, Jefferson, Madison, Monroe, J. Q. Adams, Jackson, and W. Harrison. Nine Presidents never attended college: Washington, Jackson, Van Buren, Taylor, Fillmore, Lincoln, A. Johnson, Cleveland, and Truman. The oldest elected president was Reagan (age 69); the youngest was Kennedy (age 43). Theodore Roosevelt, however, was the youngest man to become president—he was 42 when he succeeded McKinley, who had been assassinated. THE OLDEST LIVING former president was Gerald Ford, who was born on July 14, 1913, and died on Dec.27, 2006, at age 93. The second oldest was Ronald Reagan, who also lived to be 93 years. The tallest president was Lincoln at 6'4"; at 5'4", Madison was the shortest. The term "First Lady" was first used in 1877 in reference to Lucy Ware Webb Hayes. Most First Ladies, including Jackie Kennedy, are said to have hated the label. |
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Four Presidents won the popular vote but lost the presidency: Andrew Jackson won the popular vote but lost the election to John Quincy Adams (1824); Samuel J. Tilden won the popular vote but lost the election to Rutherford B. Hayes (1876); Grover Cleveland won the popular vote but lost the election to Benjamin Harrison (1888); Al Gore won the popular vote but lost the election to George W. Bush (2000). |
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