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Chocolate Lovers Paradise Chocolate is one of America's greatest passions. It is estimated by the International Cocoa Organization that every man, woman and child eats almost three pounds of chocolate each year. And a recent survey by the Chocolate Manufacturers Association showed that 52 percent of Americans voted for chocolate as their favorite snack and dessert flavor. Since the closest runners-up only garnered 12 percent of the vote, it's clear that chocolate has a big hold on our taste buds!
Going
To The Source Treatment names are equally tempting: Chocolate Bean Polish, Chocolate Fondue Wrap, Hershey Chocolate Rain Shower and Whipped Cocoa Bath are only some of the options. Other treatments at the spa are just as unique, focusing on Hershey history and the roses that Kitty Hershey, wife of Milton Hershey, the founder of the world-famous chocolate company, was so passionate about. The Spa at the Hotel Hershey has received press in magazines and newspapers all over the world for its ability to make chocolate dreams come true. But all this temptation comes at a price. Because of the delicious-sounding names, the spa must be very careful to educate spa goers to the true nature of the treatments. Spa Director Jennifer Wayland-Smith says that the spa works hard to overcome misconceptions about treatments. One of the most common is that there are literal showers or baths of chocolate, she says. In reality, the spa does not use actual chocolate for any of their treatments, but relies instead on cocoa-butter base, cocoa powder and other ingredients. Jennica Brownell, a licensed massage therapist in Tucson, Arizona, who works both in private practice and at El Conquistador Country Club, provides several chocolate-themed treatments as part of her menu. She says that she avoids client confusion over exactly what her treatments entail by naming them carefully, and describing each treatment in detail in all of her marketing material. For example, Brownell's Cocoa Crème Massage avoids using "chocolate" in the title, and its description includes this information: "warm application of cocoa-butter base massage cream." "This tells my clients what to expect, without leading to false expectations," she explains. Brownell currently offers the chocolate massage as well as a hot-stone combination and kid's massage with the same cream. She says she enjoys finding ways to combine the chocolate treatments with other services. "One day, while giving a chocolate massage, I couldn't stop thinking about chocolate-chip cookies," she says with a laugh. "After I was finished, I realized that I had left a vanilla-scented candle burning. That gave me the idea for a Plantation Polish combo." Brownell's Plantation Polish is a sugar scrub with vanilla essential oil, and it is a favorite appetizer for the chocolate massage. Winter Park, Florida, massage therapist Tim Henriques also uses chocolate-scented products in sessions. "The initial client reaction to the idea of any chocolate-related service seems to be concern that it might be sticky, gooey or messy," he says. "I usually have to spend some time explaining that it's not about pouring Hershey's syrup over them. I emphasize that's it's just about having a fun experience." Working With Chocolate If you can think of nothing better than working with chocolate-scented products, you are not alone. "I first wanted to do a chocolate massage because I love chocolate so much," Browell says. "It has turned out to be a very smart business decision." Brownell says that she buys her massage cream in eight-ounce containers, and she purchases approximately four containers at one time - enough to last her about six months. Compare that to the Spa at the Hotel Hershey, where Young says they use between 15 and 18 gallons of chocolate-scented mud per month! Both Young and Brownell say they have found supplier nirvana by seeking out small companies that specialize in creating custom products. The suppliers worked to create exactly what the therapists were looking for, not only in terms of scent and texture, but also in terms of the quality of ingredients.
To work with a cocoa-butter product, Brownell says, requires some forethought. Chocolate melts at a temperature slightly below that of body temperature, which is part of what creates that delightful texture in your mouth with every bite. So Brownell prefers to apply the product while liquid, which gives the client the sensation of a warm application. She heats the chocolate cream, hot stones if necessary, and a towel, all at the same time, and spoons the cream into her hand, using approximately one tablespoon per each major body area. She then drizzles it onto the client and massages it in. Depending upon the size of the client, she estimates between eight and 10 massages are possible per eight-ounce container. "This is definitely a heavier product, so I don't use as much as most other products," she explains. "I had extra emollients added to make the cream easier to spread, and I avoid using it on the face, just massaging with what is left on my hands from the body." Brownell says that she's had clients who both love the chocolate scent, and clients who opt for another type of aromatherapy. "If I show it to five clients, two or three love it, and two or three hate it," she says. "It's interesting that women who smell the cream at one time in the month may dislike the scent, and then if they smell it a couple of weeks later they can't live without it." Brownell charges $20 more for a chocolate massage than her other aromatherapy massages, reflecting the higher cost of the product, and her signature treatment line. She features the Cocoa Crème Massage frequently in specials and preferred-client offers. One recent Valentine's Day offer included $10 off the massage, and a free Ghirardelli chocolate bar afterwards. "I've also done the chocolate massage as a couple's treat," she says. To further expand your menu, Brownell and Young say that chocolate goes particularly well with peppermint essential oils, as well as sweet orange and strawberry scents. Both also report their clients have a very high referral rate for the chocolate treatments, with new clients opting for more extensive and expensive treatments than the usual first-timer. Marketing An Obsession "Since these are new treatments, the challenge for the practitioner is to educate your clients regarding the benefits of chocolate," she explains. Layton Turner suggests highlighting qualities, such as the sensation, scent and no-guilt qualities of the treatment; the detoxifying properties of a particular treatment; and special chocolate studies. "Use the media as a smart first step to increase demand for your new treatments," she says. "If you have a newsletter, include recent studies that show the benefits of chocolate, or copy these studies and have them ready to show prospective clients." Another way to increase client awareness is to partner with other local businesses that have a chocolate tie-in. "Joint marketing with a local chocolatier is an excellent idea," says Layton Turner. She suggests point-of-purchase displays that educate consumers and promote both businesses. "This is an inexpensive way to expand your market base," she explains. "You can also work with bakeries that feature chocolate baked goods, or any other business with a strong chocolate accent." Above all, these experts agree that adding chocolate treatments to your menu must be something you and your clients both enjoy. "[Chocolate] makes the whole massage experience lighter and unique," Henriques says. "It allows my clients to 'float away' in an entirely different way. Hopefully, it also brings up pleasant chocolate memories, without the calories!" Start slowly, working out any problems with product or technique as you perfect the new treatments. Don't forget to ask for client feedback, and track the popularity of the treatments. Lastly, have fun, and who knows - maybe your chocolate cravings will even disappear. Sheri Wallace is a free-lance writer based in Tucson, Arizona, who writes frequently about business topics for business owners and independent contractors. She has written for MASSAGE Magazine on the topic of "Ergonomics: How They Effect Your Business and Your Health" (July/August 2002). |
You're
probably wondering what it might be like to work with chocolate
- or, at least, with chocolate-scented products - all day. Kathy
Young, who develops the treatments for Hershey, says that her staff
finds it very enjoyable. "Chocolate is a very pleasant scent,
and since almost all spas are pretty heavily scented anyway, most
bodyworkers are accustomed to working in that environment,"
she explains.
Because
of Brownell's extremely sensitive skin, and her desire to provide
a luxury product, her signature treatment is all natural, with top-quality
ingredients chosen to her specifications. At Hershey, the product
must be relatively consistent from batch to batch, says Young, and
the emphasis is on quantity rather than insisting on an all-natural
product. But she also insisted on cocoa butter that maintains a
high level of purity. "The higher the grade the better,"
she says.