with our merchandise gifts or clothing
vendors, I let them do the talking. What
are they passionate about and is it in line
with the spa and our team’s philosophies?
Some vendors are hidden gems when it
comes to giving back to the community.
They may not directly donate to a cause
but some of them are making a huge
difference in the lives of others. For
example, Ready Care Industries’ Pure Fiji
products are handmade in Fiji by women
in a small village. The money they make
producing the amazing line helps them
afford to send their children to school.
Which marketing drives helped
encourage guests to take part of your
giving back programs?
We promote different causes in alignment
with our seasonal calendar. For instance,
we feature Mani-for-the-Cure with
SpaRitual in October, during Breast
Cancer Awareness Month. Proceeds from
a selection of pink polishes that we
purchase from SpaRitual will be donated
to Cancer Schmancer Foundation.
Cupcakes for a Cure with Feeling Smitten
is another great example. You will find
that there are quite a few resource
partners that will offer “specials” for a
particular cause and you can really
merchandise them all together. In May,
we promote sun safety with a melanoma
awareness message. COOLA Suncare is
featured at the same time. We also make
sure that we use shelf talkers and signage
next to the items in order to promote their
message.
Photo Credit: Alison Wright
Spas2b Inc.
Social Cause: Empowerment of Women Survivors of War
Nonprofit Organization: Women for Women International
Learn More: womenforwomen.org
Which social cause does your
company passionately support?
Beginning in 2005, we started attracting
clients from around the world
into our spa
management course,
most were women
with inspiring
stories. Right
around this time, I
LESLIE LYON • Founder and
President • Spas2b Inc. • Ontario,
Canada
heard about Women for Women
International
which helps women survivors of war.
I volunteered to become a “sister”
42
PULSE
■
October 2016
sponsor, which enabled me to enroll
“sisters” in a one-year business course
that changes their lives and the lives of
their children. With more than 20 years
of on-the-ground experience working
with women in countries affected by
conflict, Women for Women
International understands that a comprehensive program addressing the social
and economic empowerment of marginalized women is the most effective
approach. Since 1993, Women for
Women International has served more
than 447,000 women in eight conflictaffected nations (i.e, Afghanistan,
Bosnia Herzegovina, Democratic