Most beauty editors learned this industry from a desk. SPA+CLINIC Magazine Managing Editor, Stephanie McLean learned it with gloves on.
Fifteen years across beauty, aesthetics and wellness have taken her from the treatment room to the boardroom, building content, brands and workflows for both B2B and B2C audiences along the way.
I met with Stephanie over coffee and discovered a beautiful, passionate woman who cares about this industry and supporting success for the many women who work in it. With so much experience and advice, it was time for a Q&A, with Stephanie’s unfiltered insights for any spa business looking for media coverage and effective marketing.
Q. How has the definition of “wellness” shifted in the industry over the past few years, and where do you see it heading?
Even five years ago, wellness sat on the periphery, and in some circles it was considered a bit woo woo. Today it touches almost every facet of the spa, aesthetic and medical industries, so much so that it has become a category in its own right.
The lockdowns had a huge part to play in that. The world was forced to look inward, and what started as a daily walk for our mental health soon grew into health stacking: wearable technology, breathwork, sleep hygiene, at-home facials. Now the focus has shifted again, and longevity is the word on everyone’s lips.
But for all the optimising, I believe connection is the form of wellness people are craving most. It’s why run clubs have exploded, and it’s driving the rise of wellness tourism too. People want to escape the everyday, switch off from the noise and recharge, together.
Looking ahead, I see wellness pushing further into the corporate and real estate markets. Talent will seek out workplaces that offer wellness programs and facilities, and homes will increasingly feature what I like to call zen spaces, complete with saunas, cold plunges and gyms.
Q. What separates the spas that get featured in your magazine from those that don’t? Is it primarily the guest experience, the story, or something else?
First and foremost, it’s the story. Why the space was created and what sets it apart. A unique point of difference is key to securing a feature in any media publication.
Second to that is a distinctive interior with imagery that’s ready to go. It’s wonderful to be invited to experience a one-of-a-kind treatment in a beautiful spa, but it needs the high-res photos to match for our readers to appreciate the offering.
One piece of advice I’d give to all spa’s is to prepare for the media visit if you’ve secured coverage. There have been times I’ve visited a space and front of house hasn’t a clue why I’m there. Always brief the team before a media visit, ensure the space is tidy, and take the time to offer a tour and sit down for a cup of tea. The more insight you can share, the more engaging and meaningful we can make the feature.
Q. What do you think spas could optimise about their marketing and social media presence?
I often see spas with great social media that miss the basics on their socials like location in the bio, and an up-to-date website behind it. Additionally, a poor website and a shoddy booking system will stop potential customers in their tracks.
The other area is touchpoints. Research shows that consumers need between 11 and 15 touchpoints before converting to a customer, so it’s worth mapping out exactly where your target market is going to see you. Event collaborations are a great way to cross pollinate audiences. And don’t forget to market to your existing database. Email marketing works wonders, as does an automated SMS, but the team should be picking up the phone to reconnect with clients too.
Q. What’s the most memorable spa experience you’ve had, and what made it stand out?
It’s a tie between two, and I’ll explain why. When I visited La Coquillade in France last year, I experienced the best body wrap of my life (you can read all about it here). What made it so wonderful was the music and the consideration. Every part of the journey was thought through, from the treatment itself to each step within it.
Second was a recent facial at Whimsy Studio here in Melbourne. Owner Molly treated me to her signature treatment, an incredible blend of aesthetic products and LED with a spa ritual that made you drift away. She applied the products with an artist’s palette knife rather than a wooden spatula, and it felt like she was creating art within the treatment.
Q. If you could give one piece of advice to a spa manager reading your next issue, what would it be?
Audit your customer journey, both digitally and physically. A five-star experience lives in the finer details and I so often find they’re overlooked. It might be how noisy the therapist is during the treatment, preventing the client from dropping in. It might be music that doesn’t suit, a bed that’s too hot, or a lack of clear directions before and after the treatment. These little things are what really shape the overall experience and are what create the best kind of marketing – word of mouth referrals.
Be sure to subscribe to SPA+CLINIC where Stephanie guides and informs our industry with an experienced voice and careful direction for success.
Stephanie McLean
Stephanie is a Beauty Editor & Brand Strategist, current Managing Editor of SPA+CLINIC and a former Dermal Clinician. As Managing Editor of SPA+CLINIC, the industry’s leading trade title, Stephanie sets editorial direction across print, support digital and translates commercial briefs into editorial people actually want to read. Since taking the desk, Stephanie has driven brand growth for SPA+CLINIC and shaped the brand touchpoint strategy for Scripted, their practitioner-only channel. Fifteen years across beauty, aesthetics and wellness have taken her from the treatment room to the boardroom, building content, brands and workflows for both B2B and B2C audiences. Read the next issue of SPA+CLINIC here.
Connect with Stephanie on LinkedIn.
