It's finally fall. Fittingly, it's also Anti-Aging Month.  The 'Fall of Life' – aka the 'Golden Years' – are wonderful.  And it's not just about those upcoming Starbucks coffee discounts, although they're a definite 'perk'…  

No, but it's about all the extra free time – and finances - aging adults have to dedicate to rest and relaxation. And according to industry research, baby boomers don't view spa treatments as a rare, special treat – they feel entitled, and go frequently.

If you want well-developed balance books filled with baby boomers, you need to have – and sell - facial treatments for mature skin.  Can you explain why Facial Fitness with the Facial M6 works so well on aging skin? We'll explain in 'Face the Facts on Aging Skin.'

But treatments for seasoned skin aren't all baby boomers are looking for.  Above all other demographics, baby boomers incorporate alternative medicine as a part of their comprehensive health and wellness regimen. In this month's body article, we'll help you maximize your service offerings by 'Massaging Mature Markets.' 

And when you're considering aging adults, remember that advancing age is sometimes accompanied by injuries or disabilities… Are you prepared to care for them? You should be. Read 'Enabling the Disabled,' for some helpful tips.

When you see the latest New Beauty ad on LPG Skincare and Wellbox, you're going to want to sell them in your spa, too. Read 'How To Incorporate Retail Products in Your Spa' for some suggestions. 

Have a comment about this month's newsletter? Email us at editorial@techno-derm.com. Want to stay up-to-date on the latest Techno-Derm news and articles? Subscribe to our RSS feed today

Q, A & W: We Ask, You Answer & Win!

Question: What Type(s) of Healthy Aging Treatments Do You Offer?
Answer: Email your answer, along with your complete contact information, to editorial@techno-derm.com The winner will be chosen randomly on October 14th and notified within 10 business days of the drawing.
Win: This month's gift is a 10% discount on the LPG Skincare Startup Kit.

While many anti-aging treatments focus on masking the signs of aging, the most effective anti-aging procedures are designed to actively rejuvenate and revitalize aging skin, providing it with a better appearance, elasticity, firmness and moisture. 

Can you explain how deep-tissue Facial Fitness treatments help heal and regenerate skin to help prevent and reverse the effects of skin aging?

Here's what you need to explain:

• Skin aging doesn't happen at the epidermal level. The epidermis constantly replenishes itself with new skin cells. (Sure, plumping the epidermis up will make lines and wrinkles less visible temporarily, but it won't repair a thinning dermis.)
• The dermis must be targeted directly, because it operates as skin's control center. Its job is to receive all the nutrients (antioxidants, minerals, proteins, enzymes, and lipids) from capillaries (that are needed to repair, rebuild and maintain healthy, youthful skin) and distribute them. 
• As skin ages, dermal circulation declines.  The effect is worsened by free radical age-aggressors, environmental pollution, stress, caffeine, photo damage and smoking.
• Starved of nutrition, the dermis takes drastic measures to maintain itself. How so?  It shuts down. Just like when we don't eat, our body goes into survival-mode and conserves its resources, so does the skin. The dermis slows down the metabolism of skin cells, which impedes epidermal skin cell turnover.  Dermal thinning happens at a rate of about 1% a year. 
• Not only must the dermis work harder, it has a more difficult job to do.  How? Besides supplying nutrition with fewer resources, it has to remodel and remove damaged collagen and elastin. (Collagen and elastin are rubbery proteins that give skin its youthful resilience, tonicity, and texture.)
• Ultimately, this deterioration leads to scar tissue buildup in the dermis, which has a progressive, diminishing effect on the production and function of collagen and elastin.  What's more, it stops the formation of new capillaries.   
• The best, most effective anti-aging treatments stimulate fibroblast activity – without inflicting trauma on the skin.  Since peels and laser treatments overwhelm already damaged, aging skin, they're not ideal. 
• Facial Fitness' gentle, non-invasive, fibroblast stimulation helps rebuild aging skin by stimulating the dermis' production of collagen and elastin.
• It's important to expain that Facial Fitness must be re-administered periodically, because the battle against aging skin is ongoing.  

Once seen as a luxe treatment for the well-to-do, massage therapy is now mainstream. Many feel it should be an integral part of any healthcare routine...

That sentiment is especially true for the profitable baby-boomer market. Are you doing anything about it?

Internal, independent surveys show us most LPG Cellu M6 owners are limiting Endermologie services to beauty treatments that smooth out cellulite and correct body contour imperfections.  That's good… but not good enough.   
Besides beauty, LPG Technologies are FDA cleared for a wide array of therapeutic, sport and anti-aging wellness applications. The Cellu M6 mechanical massage equipment allows medispa owners to create a comprehensive wellness program. 
Chief among such anti-aging wellness treatments is lymphatic drainage.  The deep tissue action of Endermologie stimulates the lymphatic system to quickly remove fluids and toxins, thus promoting a healthy lymph flow, detoxifiying the body and encouraging a strong immune stysem.  
Treatments for stress reduction, circulatory enhancement and the treatment of aches, pains and muscle tensions are other valuable additions to a service menu that targets mature markets. LPG's mechanical massage equipment is used extensively by massage therapists doing deep tissue massage and trigger-point work, shiatsu, and reflexology.   
Of course, you'll have to market these services. Educate your clients by explaining the therapeutic applications of Endermologie in brochures, posters, counter cards, newsletters, flyers and advertisements.
Creating comprehensive massage wellness programs that cater to mature markets will diversify service offerings, increase profits, renew the interest of existing client bases, and attract new clients.

The Marketplace: Enabling the Disabled

Since we're talking about health and wellness treatments for aging clients, it's pertinent to consider the services you're offering the disabled.

A disability may be defined as anything that limits one's physical abilities, whether it's walking, climbing stairs, lifting, or carrying. It doesn't matter if it's temporary (from an injury of some sort, a surgical procedure or a pregnancy) or a long term, chronic condition - you should have the resources to cater to them.

Here's what some medispas suggest doing to 'Enable the Disabled.'

• Remodel your Building. Okay, it sounds drastic. But it's the law. The Americans with Disabilities Act (ADA) created certain compliance mandates that require that buildings be accessible to clients with physical or mental impairments. If you don't have the basic ones, you need them!  Don't know what they are? Check your city and state codes.
• Perhaps you can go further by installing access ramps, decks and reserved parking spaces.  Not only will your medispa look more professional and newer, you may also be eligible for a small business credit from the federal government.
• Invest in Equipment.  Consider getting special chair lifts, installing shower chairs, moveable manicure/pedicure chairs, massage tables with electric lifts, a therapy pool, a wheelchair-accessible lap pool, etc.
• Educate Staff. Everyone should be thoroughly educated on the appropriate treatment of disabled persons.  They impact every aspect of the service you give them, starting with appointment scheduling.  Disabled clients need more time before, during and after appointments. Some may also need transportation arrangements made in their behalf. (You may want to consider offering pickup and drop-off services for the disabled.)
• Assign Staff.  Some of your employees may be squeamish about disabled clients, so it's important to have the right staff assigned to care for their needs. These duties may include assisted dressing/undressing, eating, and using the restroom. 
• Hire Staff.  Having healthcare professionals like physical therapists and nurses there (or on call) to assist such patients and offer specialized care is another option.
• Advertise.  Make sure all your marketing collateral and advertising distinguishes your business as one with special services for disabled people. If you don't say anything, no one will know.   

Have a question or need some advice? Email Techno-Derm at advice@techno-derm.com.

The first and most important consideration is your business' brand.  Who are you? How do you differentiate your services? Your retail mix should compliment your theme, focus and service offerings.  

1. Use It. Get the product in the treatment room. Integrating the treatment experience with the retail experience is crucial.
2. Feature Brands.  Big brands like Endermologie and Wellbox offer a trusted, legitimate presence for both spa-goers and street traffic. Brand-related treatments are often a perfect tie-in to retail sales. Big brands' promotions can assist with you with your merchandising, training, samples and co-op advertising (like Endermologie's LPG Skincare and Wellbox in this month's New Beauty ad).
3. Offer Gift Packages. It's the holiday season. Display small groupings of LPG Skincare as gift packages with gift cards and gift certificates.  Consider packaging them with Endermologie Face & Body Treatments.
4. POP!  Don't underestimate the power of the impulse, 'point-of-purchase' buy. How often do you pick up a few last things while you're standing at the checkout counter? Prominently displaying products by your payment area will work wonders.
5. Feature Seasonal Products. Right now, consider exhibiting LPG Facial Skincare as a great way to revitalize sun-damaged skin.  Or promote Renaissance Body Gloves, as their skin softening exfoliation offer a fantastic end-of-summer treatment. Around the holidays, specific products might be featured, like the 'Total Eye Care,' to revitalize puffy, baggy, lined eyes.