May 2008
Almost any salon can benefit by enhancing its outreach to various cultures. It may seem scary, but doing so doesn’t have to be difficult.
Culture includes the ideals, rituals and behaviors of groups of people within society. Just as no two cultures are identical, people within different cultures have different preferences.
So, when it comes to differentiating your salon or spa business from competitors, keep in mind the more cultures you embrace the more successful you will become. Your clients will respect your diversity and will be excited to find your unique treatments.
Drive your salon or spa’s vision on diversity. Cultural diversity encompasses the cultural differences that exist between people, such as language, dress and even preference in hairstyles and spa treatments. First, assess the potential markets you are interested in and about which you are passionate. When you are interested and enthusiastic about cultures it will reflect in your atmosphere.
Create a culture within your staff. One of the most important factors in catering your spa or salon toward different cultures is getting your staff onboard. With our society becoming more multilingual and worldly, it would be a great idea to train your staff to understand the needs of clients from different cultures. Perhaps hire staff that specializes in culturally based treatments or are bilingual or trilingual. Then make sure any authentic treatments you offer are done correctly.
According to Emon Zaki, of the Sherif Zaki Salon & The Oasis Spa, “The Middle Eastern population frequently visits our salon because of the advanced level Middle Eastern hairstylists we have on staff. As far as our other clientele, they are fascinated by indulging themselves in the culturally themed treatments.”
Spice up your services with a cultural touch. Massage therapy is one of the most sought after treatments on your spa menu, yet culture specific techniques can be difficult to master. Make sure you know your facts and learn what each individual is looking for when it comes to relief. Make sure you have the knowledge and skills to treat each client’s specific needs correctly.
Create ambiance that welcome all cultures. Your spa’s theme or ambiance is just as important as the treatments you provide. You wouldn’t want to lose a client because they don’t feel comfortable in your spa or salon setting. Make sure your clients enter feeling relaxed and exit feeling rejuvenated. Adding a dose of multiculturalism will make your clients feel cultured and worldly.
To achieve your spa’s goal of being a relaxation zone, while maintaining cultural components, some key characteristics to focus on are décor, music, cuisine and products.
Music and Décor: Decorate your salon or spa with intriguing items and soothing sounds in a tasteful and authentic way. Appeal to all the senses. Visually, you can add culture by using authentic photographs, artifacts and art. With the proper use of music, you can add an extra touch of culture to your environmental themes. The goal here is to help your clients have the feeling of being in an exotic place all while being reminded they are there to relax.
Cultural Cuisine: Food is a great way to incorporate culture into your salon or spa. Even though food is typically not the focus of your client’s visit, integrating traditional and authentic treats will leave them feeling even more immersed in their “cultural escape.” When focusing on culturally themed spa cuisine, keep your menu light and fresh.
Culturally Innovative Products: Retail can deliver a solid profit for your skincare clinic, medical spa, day spa or salon and it too offers you the opportunity to be multicultural. Innovative and diverse product lines will gain the competitive edge. Understand what your clients are looking for and diversify your products to increase your spa’s notoriety in the professional field.
The overall ambiance of a multicultural spa needs to be authentic, yet also aesthetically pleasing. No one wants to walk into a spa that looks and feels chaotic, so keep your space clean and simple with cultural décor, subtle accents, calming music, international flavors and diverse product lines.
Market What Matters: Marketing your business to different cultures and ethnicities will help you build a brand that is internationally focused and diverse. Once you incorporate these cultural aspects into your business, you want to let your public know. A great way to spread the word is with themed marketing tools such as brochures, counter cards, posters and direct mail. Outlets such as local marketing firms or direct mail companies will help you ensure all of your marketing and advertising mediums reflect the diversity of your business in appropriate ways. Match your marketing calendar with a well-planned media relations campaign, to teach your local community about your unique multicultural services and specialties.
Making your salon culture chic is worth the effort. Your clients will love you for it, you can promote international peace and unity by bringing diverse cultures together under your roof, all while turning a tidy profit.