Lois Christie, owner of Christie & Co. Salon and Spa, and her staff
are known for hair—more specifically, hair color. But recently it’s the
spa portion of her business that’s taken center stage. The spa, which
she opened in 2001, just took home Repêchage’s Spa de Beaute of the
Year award, honoring it for overall achievement in decor, advertising
and marketing, charity and community involvement, education and
professional standards.
“I think it’s a morale booster for the staff,” says Christie, of
winning the award. “Everyone likes being acknowledged for doing a good
job, and everyone wants to be proud working for a salon and spa on the
leading edge, that is doing things right. With clients, it gives us a
notch up in credibility.”
Working with Repêchage has also given them an edge in increasing their
facial business—-Christie credits Repêchage founder Lydia Sarfati with
the idea of bringing mini-facial treatments onto the salon floor.
“Women buy what they see,” she says. “We’ve taken treatments out of the
room and made them more visible.” Offering mini-facials in the window
or even 30-Minute Signature Treatments—consisting of mini-mask, hair
conditioner and hand treatment—meant a significant increase in facial
business, as many of those clients bought a full facial for their next
appointment. Retail increased too, in the month following the
introduction of the express treatments on the floor, outselling
shampoos and conditioners. “Clients are visiting less—so if they’re
stretching appointments, you’re losing business,” says Christie. “While
they’re here, you have to offer them services quickly and efficiently.”
That nimbleness when it comes to business is part of what has made
Christie successful—one constant throughout her 30 years in the
industry has been evolving to stay ahead of the curve. “You have to
constantly keep changing how you do business, and change your business
strategy with the changing times. What made us successful in 2005 won’t
keep us successful into 2010,” she says. One change she is planning on
for next year is expanding the salon and spa hours. Already open seven
days a week, with extended Saturday hours, she’ll stay open until 11
p.m. two nights a week to accommodate client needs.
“If they want to come in, we have to work them in. I don’t believe in
too short a day—people should be able to get a facial at 8 p.m. too,”
Christie says.
She is also creating an express service menu to accommodate walk-ins
and those who want or need to pay less for services. Young talent will
be priced at a lower level than senior staff, and clients will be able
to walk in without an appointment and get the service they need with
whomever is available from the young talent pool.
When it comes to selling retail, she has the same approach, with
different price points. “It’s always high-end, but we have to respect
that this economy may mean lower price points. To stay in business and
be successful, you have to be diversified,” she says.
Quick Stats
Christie & Co. Salon and Spa
www.christiesalon.com
Lois Christie, President, CEO and Co-Director
Location: Bayside, New York
Years in the industry: 30
Specialties: Hair color, customized facials
Square feet: 8,000
Employees: 92
Comments (0) Leave a comment