DAYSPA Honor Roll Linda and Raymond Orsuto Owners 800 West Salon & Day Spa Marlton, New Jersey 2007 Top Promotion

Linda and Raymond Orsuto, owners of 800 West Salon & Day Spa (www.800west.com), wanted to show their appreciation to a group of local military men and women for their service in Iraq. So, they created an affordable day of pampering for them by extending a 50% discount on facials and massages. They also partnered with local restaurants to provide food, and called on vendors to give away nail polish and sample-size products in a goodie-bag.

What they didn't orchestrate was the army of media outlets that showed up to cover the event. They were surprised to learn that the Army's public relations department had alerted local newspapers and TV crews across the Philadelphia metropolitan area. Fortunately, the spa was camera-ready with patriotic-themed decorations. "If I'd known ... I wouldn't have complained to Raymond that the balloons were so expensive," Linda Orsuto says.

The spa extended the promotion again on Veteran's Day by offering a 20% discount to U.S. Army service men and women stationed at Fort Dix, New Jersey.

• What are your latest initiatives?
  

  We're using the latest high-tech peptide "cocktail" resurfacers, as well as herbal peels and skin treatments that can safely be combined together.

  
  
• What increases your profitability most?
  

  We obtain the lowest cost of products and supplies from distributors. We're observant of product usage; hence, no waste. Also, the retail department is the most profitable aspect of the spa.

  
  
• What's been your most effective client or employee retention program?
  

  We've had little employee turnover, and we feel it's because both of us are 33-year-veteran, hands-on/behind-the-chair owners. We think of our staff as family, and we've tried to create an environment where they feel safe, secure and important in their job capacities.

  
  
• How has your skin clinic preserved during difficult times?
  

  We're in a two-level building where hair services were downstairs, and nails and spa services were on the second floor. For about 20 years, 80% of the clients who only had hair services never ventured upstairs to see what we had to offer. So, we recently moved our hair department to the second level and reorganized the nail and make-up area. Now, while the color clients are processing, they can shop for jewelry, learn about skin care, try the cosmetics, add on nail and wax services, check out the treatment rooms, etc. It has made a huge difference already, even during difficult times.

  
  
• How do you discover and create innovative treatments?
  

  It helps to be an information freak who seeks education through trade magazines and trade shows. Manufacturer classes are a must, as is knowing which ingredients can be used to combine therapies properly. We are also dear friends with many industry gurus who are wonderful guides.

  
  
• What are your most successful marketing strategies?
  

  Consistency is key to successful marketing. Marketing to what your area and clientele want—and not what we want them to have—is important so they don't look elsewhere for the right opportunity.