Dayspa....

STELLA NOVA:
SOUTHERN STAR

When the first Stella Nova opened on Charleston’s King Street in 1992, the goal of Ginger and Peter Evans was to provide a central location where they could pair innovative spa salon services with highly sought after apothecary products. The original retail shop, now in its 12th year, featured a small salon at the back with three chairs. The success of this venture led to an historic building around the corner from the original retail store, which opened as a full-scale dayspa and salon in 1996. On the heels of this second success story, Stella Nova locations opened in nearby Mount Pleasant in 1999 and Summerville in 2003. And, earlier this year, their biggest and most contemporary location opened to rave reviews in West Ashley.

“Our goals have always remained the same,” says Peter. “We want to offer exceptional customer service, supply a fun and productive work environment, and provide indulgence with every product and service performed.”

“King Street was a very different place before Stella Nova,” says Evans about the area in which she and her husband opened their original spa and salon.  Other nationally known stores and products, including Moo Roo designer handbags, ESD contemporary home decor, Bits of Lace fine lingerie, and Croghan’s jewelry, soon transformed the street into a shopper's paradise.

Recognizing this, the owners of these upscale businesses pooled their resources to produce a truly unique marketing event--Men's Night. Originally a concept of Moo Roo owner Mary Norton, King Street’s first Men’s Night in 2002 developed into a multi-location event where local men could shop for Christmas in a comfortable and much less intimidating atmosphere. Participants started at Moo Roo and finished at Stella Nova, with several stops in between (ranging from antiques and art to clothing and more). The men (as well as a number of women and children) enjoyed complientary food and beverages--and most went home carrying a number of shopping bags.

The group of merchants repeated the event this past Christmas seaons in an expanded form with even better results. Stella Nova ended up setting a single-day retail record and other participating stores reported similar success.

The event was successfully publicized with a postcard and email (www.evite.com) campaign, along with a live remote through ESPN Radio that was playing before and during the event. They obviously reached their target audience because lots of men came straight from work in their business suits, according to Stella Nova's director of marketing and public relations, Lindsey Slaby.

“We were extremely pleased with the results,” says Slaby. “We think Men’s Night and other similar events can become even bigger and better for Stella Nova and other King Street businesses.”

Stellar Sales Acumen

Men's Night is just one exampe of the sophisticated marketing programs produced by the Stella Nova team.  At the core of most programs is the group's excellent brochure (which many men took with them after shopping at Men's Night). The slick, simple, and ready-to-mail 12-page marketing piece outlines services offered at all Stella Nova Spa Salon locations. The introduction says, “Walk through our doors when you wish to restore health, beauty, and vitality. Close your eyes and breathe in an intoxicating environment that allows all your senses to awaken and refresh.”

More than 45 spa services outlined in the brochure are offered at all day spa locations, including six types of massage, multiple body treatments, facials of all types and a wide selection of salon services.  Packages range from the three-hour Men’s Getaway (see ‘Queer Eye for the Straight Guy’ sidebar) to the “It’s a Beautiful Day” seven-hour extravaganza. The four-hour “Teen Bliss” package, which includes an anti-acne facial, make-up lesson, haircut/style, and manicure, is growing in popularity. There’s also a clever spot to attach a gift card.  Affixing the gift card to the brochure helps recipients easily choose the services they want. To further promote gift sales, there's a gift order form in the brochure.

The versatility of the brochure is repeated on the company's Web site.  When someone visits www.stellanova.com and clicks on a link for a free massage, the Web site software collects data about them.  Stella Nova's email list includes more than 4,000 names and is growing daily.  Emails (using Infacta's Group Mail Pro) about specials are sent out regularly and have averaged garnering a 25% effectiveness rate so far.

The Web site also allows for a thriving mail-order business serving clients in the Charleston area and many who have moved to other parts of the country with products they were introduced to at Stella Nova and can't do without.  Stella Nova's retail roots are evident in the wide selection of appealing products the spas offer, such as Aveda; Bumble and bumble; DERMed; Molton Brown; Phytologie; Kerastase; Santa Maria Novella; Aesop; Comptoir Sud Pacific; Geo. F. Trumper; Fresh; T.Le Clerc; and their own Stella Nova Skin Care and Cosmetics. They’ve also done extremely well with Creed perfumes, products from the Good Home Co., Ergo candles, and the L’Occitane line.

Marketing Innovations

”Our current major marketing focus is on offering loyalty rewards to clients and local businesses,” says Lindsey Slaby. “We believe the loyalty rewards program we launched earlier this year will revolutionize the way people in the Charleston area look at the concept of health and beauty.”

Slaby reviewed more than 15 different loyalty programs before setting up “Stellar Rewards.” The program is somewhat modeled after a local restaurant group called Maverick Southern Kitchens, which has four locations and a very loyal following (their landmark restaurant, Slightly North of Broad, is a favorite with Stella Nova employees).

When a customer spends $500 on services and in-house products, they receive a $25 certificate toward future services or products. Clients receive a swipe card and earn double points on birthdays and anniversaries. Members receive updates (by email or snailmail) about events, new services, member savings, special extra point days, and more.

Bridal parties are also huge for Stella Nova and continue to grow as they market their varied services (they’re always fully booked out many months). Of course, hair and make-up services are made available to the bride and her party (‘Trial Run’ hair styling is required by Stella Nova).

But, that’s just the beginning of an upgrade in services that can include a wide array of spa services for the bridal party--including bridal luncheons in a private setting that can obviously lead to even more time for spa treatments. In addition, men from the wedding party are increasingly coming to Stella Nova when they learn what the women are doing.

Marketing efforts have also led to lots of press coverage. Past publicity has included: Salon Today top 200 ($2 million+) for 2001, 2002, and 2003; coverage in national publications like Allure, Elle, Instyle, Vogue, Seventeen, Redbook, Women’s Wear Daily, and the Boston Herald; and seemingly constant coverage in well respected local and regional publications like Charleston Magazine, Where Charleston, Charleston City Paper, and Charleston Regional Business Journal. On TV, a recent TLC episode of ‘Perfect Proposal’ included great Stella Nova coverage.

In addition, Stella Nova joined the Charleston Area Convention & Visitors Bureau last year and have found their ‘Travel Council’ membership beneficial. They have been the only dayspa featured on the website, where Charleston visitors and locals learn more about the area. Though they originally joined to gain corporate meeting leads, they’ve also received media, wedding, and local company leads (and synergies).

The CA&CVB also sends occasional story ideas about Stella Nova to the media (which actually led to this feature article). “We’ve loved having them as active members and think their membership is mutually beneficial,” says Amy Ballenger Guest, director of media and public relations for the CA&CVB.

Stella Nova has also become the place for celebrities to visit when they’re in town. Celebrity clients have included: Dennis Hopper; Donald Sutherland; Reese Witherspoon; Tara Lipinski; Samuel Jackson; Juliane Moore; Rain Phoenix; Julia Stiles; Belinda Carlisle; Travis Jervey; and many more.

The marketing doesn’t stop when the appointment starts. Dayspa clients experience a hands-on approach for treatments, where the concentration is on overall well-being in a tranquil environment. New clients, who receive ‘Thank You’ cards that offer a future discount, quickly become Stella Nova devotees.

Because of this approach, dayspa visitors often end up spending more on treatments and products than originally planned. For instance, the average bill for a facial typically turns out to be around $115, after upsell that can occur before and during an appointment. Because of this success, Stella Nova employees are generally commission-based (including retail sales).

There’s a strong focus on education of both staff and clients, with a constant influx of new techniques, product lines, and styles. Peter and Ginger are even looking to start a training facility that may be located in downtown Charleston. “There is huge demand for advanced programs for our staff and others from all over the country,” says Peter.

Atlanta’s Institut’ DERMed (www.idermed.com) has also helped with Stella Nova’s training, service, and product marketing success. The company provides a long list of products, an array of training options, and even two of their own MediClinical Spas in the Atlanta area.

“The synergy of medical, clinical, and spa treatments with a highly trained staff support provides a one-stop opportunity for clients to experience a full spectrum of healthy aging options, giving them greater confidence in their appearance, reducing stress, and improving overall well-being,” says Institut’ DERMed founder and president Lyn Ross. “We’ve worked quite well with dayspas in the areas of training and the use and sale of what we’ve come to call cosmeceuticals.”

Along with dozens of products used in Stella Nova treatments and sales, Institut’ DERMed offers a wide range of training options. These include one- and two-day intensives (Product & Treatment Certification, Advanced Treatment Techniques, and Microdermabrasion Plus) and the popular Institut’ DERMed Five-Day MediClinical Spa Intensive (Medical Aesthetic Certification, Clinical Aesthetic Certification, Spa Aesthetic Certification, and Sales & Marketing Certification).

Ross, a dayspa veteran, believes in big-time support to clients like Stella Nova. Along with products development, training, and sales support, other staff members work diligently to spread the word to both consumers and those in the industry. Their director of communications, Annie Douglas, and their public relations firm, Pierce Mattie Public Relations, have successfully placed product coverage in a wide variety of publications (directly leading to treatment bookings and product sales at dayspas everywhere).

Stella Nova also continues to bring in (and market) fresh new lines each season, along with their many best-sellers. For example, this past fall saw the introduction of their own high-end skin and hair care line. Plus, this spring brought a hot new Stella Nova location to market to new and veteran clients.

Another New Stella Nova in a Star Role

The new $600,000 West Ashley location kept the phones ringing at other Stella Novas long before it opened earlier this year. Stella Nova veterans--and those who planned to become one--were obviously looking forward to a more convenient location for a popular part of the Charleston area.

“We’re excited to finally be in West Ashley,” Peter says. “This prime location will be convenient not only to West Ashley residents, but also those on Kiawah and Seabrook Islands, which are nearby resort and residential developments.”

With about 20 staff members for the new location, the total number of Stella Nova employees is up to more than 70. The 4,400-square-foot location includes five custom-designed treatment rooms, a tiled vichy shower room, large check-in, waiting, and retail areas, and much more. It’s taken the Charleston area by storm and it’s definitely taken the area’s dayspa industry to another level.

Thus, from the new Stella Nova starring location to the original King Street spot with it’s three original salon chairs, Stella Nova has definitely grown into a stellar dayspa success story. Just ask lots of local (and loyal) Charleston-area women (and men!).

Sidebar Possibility

‘Queer Eye for the Straight Guy’ Means More

Male Clients for Stella Nova

Stella Nova staff members all say there’s been a spike in male clients due to the cult-like popularity of Bravo’s ‘Queer Eye for the Straight Guy.’ Commonly thought to be watched mostly by male homosexuals and females, the show obviously has a wider audience (including lots of new dayspa fans).

A national survey conducted by New York-based Jericho Communications found that ‘Queer Eye’ has more than just an effect on Nielsen ratings. On the day following a new episode of the hit show, men were five times more likely to go shopping than women and personal grooming products ranked high on their shopping lists (haircare items were number one on the day after a new show). Incredibly, 19% of those surveyed could name all of the show’s ‘Fab Five.’

“We’ve seen a 40-50% increase in male services and product sales since the show started airing, with several employee commission checks increasing by $300 weekly” says Stella Nova’s Peter Evans. “In addition, our employees are finding it’s much easier to get men on some sort of skin care regimen, compared to women. Men simply take our advice and buy the products, whereas some women will leave one of our locations and try to buy similar products at their local drugstore.”

Many dayspas have actually opened in the immediate vicinity of their downtown location, as well as near their other spots, but Stella Nova keeps new and veteran customers through service and innovation. A new spa targeted at men doesn’t seem to have made a dent in Stella Nova’s continued growth in that area.

Peter points out that men used to come to one of the locations for occasional one-day packages, but now a majority of their male clients are regular repeat visitors. “Many wives and girlfriends are honestly amazed at the difference their visits and regular maintenance have made, thanks to watching the show and attempting to follow grooming guru Kyan Douglas’s advice,” he says. “We recently had a woman come in looking for a certain eye cream because her husband had seen it on the show. There have been lots of studies and articles, but the impact of this show has caused the largest impact on male spa business that I’ve ever seen.”

Autumn Barton, an employee in the bustling Mount Pleasant location, says many men she’s now seeing regularly come in discussing the show. “They feel more comfortable discussing Kyan’s skin care recommendations with me, rather than a male friend or possibly even their wives,” says Autumn. “Men are great about buying recommended products and they’re also great tippers,” continues Autumn.

Bravo’s director of publicity, Bill Brennan, says, “The show has influenced so many parts of the daily lives of men. Dayspas with services and products for male viewers are definitely seeing the benefits of the recommendations by Kyan and the rest of the Fab Five.”