Issue link: http://cp.revolio.com/i/15024
The Art of Charitable Promotions By Monica Schuloff Smith I f you take a look around, you’ll find there are needs everywhere. You’ll also discover that giving isn’t relegated to just the holiday season anymore. In fact, charitable events and causes seem to be a growing trend in most industries, including the skin care and spa trade. According to Ted Ning, director of LOHAS (a lifestyle research organization), as an increasing number of spa-goers become LOHAS- focused, it’s important for today’s businesses to be aligned with charitable causes. “More people are seeking to purchase products and services that are in line with personal values,” Ning says. “Charity is a good start, but it needs to go deeper than that. Social elements need to be embodied by spas— workforce communications and empowerment, green initiatives, community giveback.” One spa owner who has been giving back before it became a trend is Bruce Schoenberg, who says he’s always operated with the philosophy that “givers get.” As the owner and CEO of Oasis Day Spa, which has several locations in the New York City area, he’s been involved with charity events since 116 successful business handbook 1998. “When I give, it does come back to me—I have to think that it does. I have to believe that we are making a difference. It takes a lot of drops in the bucket and we’re playing our part,” he says. Experts agree that because spas are in the business to make people feel good; supporting causes like those that help women and children are a natural fit. “On a business level, supporting charities also exposes your spa to potential new clientele, new press outlets, and networking opportunities,” says former spa owner Ameann DeJohn, founder, CEO, and consultant at Ameann Solutions. Esthetician Barbara Schumann, founder of The Schumann Legacy and owner of the Touche spa, agrees. “The most important thing is to pick something you are passionate about,” she says. “When you are passionate, others will become excited by your energy.” The Schumann Legacy helps foster children transition from the foster-care system when they turn 18. “These children are either being harvested www.ascpskincare.com