The Pandemic Was the Mother of Invention
When it became clear in 2020 that COVID-19 was much more than a passing concern , many spa leaders began using virtual meeting platforms such as Zoom to stay connected to their teams and share updates about what was ( or , usually , wasn ’ t ) happening with their spas . For Betsy Abrams , owner of Five Wellbeing Studio + Spa in Littleton , Colorado , the greater potential of those platforms quickly became apparent . “ Once we got shut down back in March , I started doing virtual meetings with my employees . There was a lot of fear and concern about what was going to happen to us , and I wanted to make sure that they were okay . Next thing you know , I ’ ve got girlfriends saying ,‘ Hey , let ’ s get together and do a happy hour on Zoom .’ One day , I thought ,‘ We could do this with facials !’”
In consultation with her lead esthetician , Abrams assembled a step-bystep facial protocol using seven Eminence Skin Care products and began advertising their first virtual facial events to existing customers via email . Initially , the results were mixed . “ We started booking events where we set the date and said ,‘ Join us on this day ,’ and that didn ’ t work so well because we had people that didn ’ t know each other , and it wasn ’ t as fun and connected .” From there , Abrams and her team went big , updating their website and investing in digital ads promoting facial and aromatherapy events for groups — birthday parties , bridal showers and the like — that shared an existing connection . What started as a project focused on local guests soon became a nationwide endeavor , as corporate groups from all over began reaching out to Abrams ’ s spa , looking for a fun , relaxing activity for their teams to enjoy together .
Meanwhile , a time zone away at the Women ’ s Athletic Club of Chicago , Spa Director Rendy Nelson was working with her team to find ways to stay connected to a smaller audience : her club ’ s roughly 1,200 members . After she learned that the club ’ s programs director had facilitated virtual fitness and personal training classes , the solution became obvious . Using spaces left empty by the spa ’ s closure , she set up rooms from which her nail technicians and estheticians could lead virtual manicure , pedicure and facial tutorials to both groups and individuals looking to continue their spa routines at home during quarantine . She took advantage of the club ’ s already-established curbside pickup system to get product kits into the hands of members ahead of their sessions .“ It was nice for people just to see someone , because people felt very isolated at that time ," Nelson says . " Members just loved what we were doing , and those kits continued to be something that people wanted . If a member wanted to do their own small spa party , we customized it and arranged for delivery or curbside pickup .”
When the club reopened last June ,
“ A couple of [ my estheticians ] are so into it ! They get a chance to really talk to people on a virtual facial . There ’ s a real energy — they just love it .”
— BETSY ABRAMS
APRIL 2021 ■ PULSE 15