Salon-tastic

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Spaces in Dubai takes advantage of its mall location.

Salons are increasingly a key component for spas. We take a look at the advantages they bring and how to maximise business.

While strictly speaking, a spa is a place where health treatments involving water are administered, many spas are increasingly looking at the role a salon can play in boosting earnings and providing extra services for guests. Increasingly, spas are including ‘all-in-one- offerings that allow their guests to not only feel great, but to look great as well.

In a region like the GCC, where temperatures can soar and great value is placed on privacy, there is a perfect opportunity for a spa owner to consider a salon. The Thai Privilege Spa has recently opened in Dubai and includes a salon area.

"This is a privileged area for the lady, with everything under one roof," says TPS director Sanghamitra. "It's easier for someone to walk in, go and have a massage, and then get their hair and nails done. You don't have to step out, that's typically what you don't want after relaxation. You don't want to walk out looking for a salon to do something else."

Having an integrated, all-in-one facility can solve privacy issues since the guest never has to leave the premises. This also further ensures they get the full benefit of their treatment in addition to their styling - after all, no guest wants to spend half an hour in the heat after a massage, looking for a salon.

Spas that already have salons shouldn't rest on their laurels though. While some experts, such as regional director of Schletterer Wellness and Spa Design Gerald Huber, predict that there could be an increase in spa spending during a downturn, salons should still carefully evaluate their offering in order to remain competitive. "In tough times, you should also be looking to reduce elements of risk to your business.

This does not mean spending as little as possible. What it does mean is that every single penny is spent as effectively as possible, with the smallest level of risk to return," says general manager of salon product supplier Callisto Sawsan Mneimneh. She also points out that the relative volatility of the market at present could produce some key opportunities. "If everyone starts spending less, suppliers like us will probably be willing to work harder to earn your business," she says.

Perhaps though, at a time when consumer spending is down, it may be worth looking at offering a salon with spa facilities, rather than vice versa. Spaces is a salon that recently opened in Dubai that offers salon treatments with a spa experience, while its mall location gives it some other strategic advantages.

"The advantage is accessibility. You don't go from pillar to post. The parking is free, you can get everything you need and go home," says Spaces business headTsarina Vacha.

Bringing them back

Price point proves a key element. "By keeping price points lower, the experience is much easier to get. You go into a salon, mentally prepared to spend say 150Dhs on a mani-pedi. If you see it's priced at 100Dhs, you'll get something else too. Why not give the customer more? Because I believe when you give more, the customer will come back for more," says Vacha.

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