New York Spa Launches Campaign that Could Change Industry Standards
Complexions Spa for Beauty and Wellness has worked hard to secure a unique place in a highly competitive industry since its establishment in 1987. We sat down with owner Denise Dubois to discuss her strategy for success, and how she has managed to own the space that has served a region of 1.2 million for almost 30 years.
Denise Dubois, Owner
After the flagship location in Albany, New York received national recognition as the first spa in the United States to earn a Gold certification under the U.S. Green Building Council’s (USGBC) LEED rating system, the business has since expanded, with the opening of a second location that rendered $600k in construction costs alone.
The home of the second location boasts 43 residential condos, with prices ranging from $650k to $2 million. Dubois declined to say how much she spent to buy the two-story unit, but said that after being in the business for 26 years, she knew it was time to expand—and Saratoga Springs seemed like the perfect spot. The 6,500-square-foot facility opened late September 2014 and has seen rapid success in its early months.
"We chose Saratoga Springs for the second Complexions Spa location based on its long history of health and wellness, which makes it a natural fit for us," said Dubois. "We have also tapped into the healing power of Saratoga’s natural mineral water for all of our hydrotherapy offerings.”
In addition to this announcement, the business trademarked a new campaign that has received widespread interest from business owners across the industry. Pamper with a Purpose™ embraces the notion that spa treatments should not be an occasional indulgence but rather a lifestyle adopted for enhanced wellness.
Here is what Dubois has to say about a campaign that just might change the nature of marketing the spa services.
What was your reasoning for developing a campaign like this?
Spas originated centuries ago on the premise of health and wellbeing. Despite the modern idea of a “spa day” as a rare treat, I wanted to focus on the original purpose of a spa visit. I wanted take our understanding of a spa back to its roots of restoration and healing, rather than the superficial indulgence many Americans today now assume it to be.
What has this done for the branding of your business?
It has become a unique selling point that no one else can offer the community. The consumer understands the healing benefits associated with the services we offer. We also offer sauna and steam therapy with all of our services. Our goal is to educate our guests about the wellness benefits of their spa visit, in addition to the relaxation and pampering they seek.
Has the campaign had an impact on overall business success?
It has been extremely successful. Not only has it proven to be a viable revenue effort, but it has also set us apart from area competitors. This initiative has allowed us to take our effort in building our spa "green" as a Gold level LEED certified business to the next level, further enhancing our brand image while supporting our wellness commitments. Since opening in 1987, we have expanded several times. We now see more than 3,600 guests per month.
How innovation is transforming government
According to Washington Technology’s Top 100 list, Leidos is the largest IT provider to the government. But as Lieutenant General William J. Bender explains, “that barely scratches the surface” of the company’s portfolio and drive for innovation.
Bender, who spent three and a half decades in the military, including a stint as the U.S. Air Force’s Chief Information Officer (CIO), has seen action in the field and in technology during that time, and it runs in the family. Bender’s son is an F-16 instructor pilot. So it stands to reason Bender Senior intends to ensure a thriving technological base for the U.S. Air Force. “What we’re really doing here is transforming the federal government from the industrial age into the information age and doing it hand-in-hand with industry,” he says.
The significant changes that have taken place in the wider technology world are precisely the capabilities Leidos is trying to pilot the U.S. Air Force through. It boils down to developing cyberspace as a new domain of battle, globally connected and constantly challenged by the threat of cybersecurity attacks.
“We recognize the importance of the U.S. Air Force’s missions,” says Bender, “and making sure they achieve those missions. We sit side-by-side with the air combat command, intelligence surveillance, and reconnaissance infrastructure across the Air Force. There are multiple large programs where the Air Force is partnering with Leidos to ensure their mission is successfully accomplished 24/7/365. In this company, we’re all in on making sure there’s no drop in capability.”
That partnership relies on a shared understanding of delivering successful national security outcomes, really understanding the mission at hand, and Leidos’ long-standing relationship of over 50 years with the federal government.
To look at where technology is going, Bender thinks it is important to look back at the last 10 to 15 years. “What we’ve seen is a complete shift in how technology gets developed,” he says. “It used to be that the government invested aggressively in research and development, and some of those technologies, once they were launched in a military context, would find their way into the commercial space. That has shifted almost a hundred percent now, where the bulk of the research and development dollars and the development of tech-explicit technologies takes place in the commercial sector.”
“There’s a long-standing desire to adopt commercial technology into defense applications, but it’s had a hard time crossing the ‘valley of death’ [government slang for commercial technologies and partnerships that fail to effectively transition into government missions]. Increasingly we’re able to do that. We need to look at open architectures and open systems for a true plug-and-play capability. Instead of buying it now and trying to guess what it’s going to be used for 12 years from now, it should be evolving iteratively.”