SpaEquip, Inc. introduces THE SPACARE GROUP
February 22, 2012 Calistoga, CA - SpaEquip, Inc. is pleased to announce the early 2012 launch of the SpaCare Group, a new division dedicated
to bringing world-class skin care products and caring service to the spa industry. With 5 dedicated sales and
training professionals located in different areas of the country, this dream team of respected spa and skin
care experts has been assembled to present premier products from around the world. A natural extension of
the services offered by SpaEquip, taking advantage of the company's reputation and extensive contacts, the
SpaCare Group is a new organization dedicated exclusively to representing leading skin care, body care, and
nail care products in the USA.
Multi-line – Our portfolio of product lines provides an answer for every type of spa, in terms of product
concept, performance and price. After a year of research on skin care trends and the needs of spas, we chose
brands uniquely positioned to fill those needs.
Strong, experienced product sales and training team – Our Territory Sales and Training Managers understand
the business of spa from the ground up, with experience owning, managing and working in spas. They know
how to educate, motivate and inspire spa practitioners. They are dedicated to bringing their experience and
success to our clients.
Culture of care – We have adopted an attitude of care, and our objective is to have our Territory Managers
provide clients with our own unique style of caring support. We felt this was so important that we named the
company after it. Our SpaCare team wants to make a difference in the industry we love.
THE PRODUCTS
Sodashi • Made in Australia, this luxury brand is results-oriented, pure, and 100% chemical free. It is
featured at some of the most prestigious spa properties around the world, including the spa at Four Seasons
Hotel George V, Paris.
Esthederm • This classic French line provides accessible luxury with a strong performance orientation,
proprietary patented products, and an award-winning sun care line.
 BioOrigin • Already a massage product leader in Canada with natural, healing therapies, this is the new
standard in the USA - created for massage therapists by massage therapists.
Dr.'s Remedy • This 'physician's brand' of nail care products is free from toxins and enriched with natural
healing ingredients, with formulas created to provide shine and durability for an extended period.
THE TEAM
 MELANIE EDWARDS
General Manager
Melanie Edwards has accumulated a dynamic and diverse career experience
exclusively within the luxury spa and professional skin care markets for over 30
years, including sales & marketing, training & education, brand development &
advocacy, strategic planning, public relations & advertising, development of product
concepts, and treatment protocols & retail strategies.
Ms. Edwards began her career as one of the first licensed estheticians in California.
She had the good fortune to meet Robert Diemer, who became her mentor in the
skin care industry. With his guidance and support, Ms. Edwards found her passion in the development
and execution of training programs for product companies. This experience gave her the opportunity to
travel to Europe discover the world of the spa lifestyle and therapies. Inspired by her travels, Ms. Edwards
opened Essentiels Beauty Clinic in 1991 in Boulder, Colorado and expanded its operations in 1997. The
new concept, Essentiels Spa, became the premier day spa on the front range. After selling the company in
2001, Ms. Edwards moved to New York and was the Vice President of Spa Development and Director of
Education for Decléor North America and Carita Paris. In 2003, Ms. Edwards accepted the role of Senior Vice
President for the newly formed spa division for the international fashion and beauty group, Puig. A leader in
the spa industry and esthetic community since 1978, Ms. Edwards is a recognized businesswoman, training
and education executive, and product and concept development specialist. Her expertise is sought after by
industry associations and trade magazines. Ms. Edwards believes in giving back to the industry she loves and
currently serves as a volunteer for the ISPA Speaker's Task Force. She is also a past Board Member and has
contributed regularly and enthusiastically to the organization since 1994.
 JEANNIE FRAZIER
Manager of Sales & Training - Northeast Region
Ms. Frazier began her career in The fashion industry as a buyer & stylist for 5 years
until she was inspired to join the beauty industry. She expanded her experience as
a licensed esthetician and hair stylist for 5 more years, and parlayed that first-hand
knowledge into beauty industry sales. Jeannie spent the next 7 years in sales and
training for Renee Furterer, the Paris-based hair care brand, and traveled to France
for several education and development conferences.
Ms Frazier then moved on to New York City to help with product launch for Bumble
& Bumble hair care. While in New York, she met supermodel Christy Turlington, and was invited to help
launch Turlington's "Sundari" brand in the U.S. and Europe. After 7 years with Sundari, Jeannie moved into
medical skin care and worked as the Director of Sales for cosmeceutical company, Luzerne Labs in New York.
Jeannie is a member of ISPA and NESA.
"I am very excited to be a part of the SpaCare Group team! Relationships are a big part of success in the
industry, along with listening and truly caring about our clients' needs. This will bring much success and
reward!"
 JAMIE HOLDER
Manager of Sales & Training - Northwest Region
Jamie worked for IBM as a Systems Engineer and Account Executive for 13
years. After moving to the Napa Valley, Jamie became determined to begin
a career as a Massage Therapist and Esthetician, and joined Meadowood
Resort & Spa as a practitioner. She was promoted to Spa Director, and took
the spa from an accessory to a feature of the property. Within 4 months, retail
sales to service ratios went from 17% to 90%. Meadowood was one of the first
spas to implement a GWT, offering every guest a gift after their treatment.
This program allowed the practitioner to present the gift along with homecare recommendations.
After leaving Meadowood, Jamie joined BABOR Cosmetics America where she secured the largest national
corporate account in their history. From BABOR Educator to Western Regional Director and finally Vice President
of North America, Jamie was able to duplicate those same business-building principals to spas across the country.
Key accounts include Nob Hill Spa at the Huntington Hotel, Sonoma Mission Inn, Spa at Doral, The Spa at
La Quinta, La Costa, Grand Wailea, The Spa at Pebble Beach, The Regent Beverly Wilshire, Rock Resorts, Ritz
Carlton's, The Spa at The Hotel, Las Vegas, to name a few. Jamie received awards from BABOR Cosmetics America
for "Most Sales Growth" in 2004, and was named "2006 Employee of the Year" in Germany for outstanding
achievement. Jamie was presented "The Art of Achievement" at the 2006 ISPA Annual Conference & Expo.
"I am thrilled to become part of the SpaCare Group. Now is the time to breathe new life into the industry.
My mantra: 'Provide my clients with an experience they will remember forever!' I believe that retail is the true
measure of our success. If the guest leaves with a bag full of products, they are very happy!"
 SHYOMI OCHOA
Manager of Sales & Training - Southern California, Nevada and Hawaii
Ms. Ochoa is a licensed esthetician with more than 10 years of experience in the
beauty industry . She has knowledge in a variety of aspects of the skincare business,
including education, sales, medical aesthetics, management and ownership .
For 8 years, she was part owner of Elegance Day Spa in Southern California .
Out of that, her passion and enthusiasm for the beauty industry grew to include
more involvement in sales and skincare education. She was able to expanded
her involvement as an Account Executive at NuFACE®, a Carol Cole Company
specializing in micro-current technology . Most recently, she was the Regional Sales Manager & Educator at
Brazilian GlossTM. She has been a skincare & beauty educator and keynote speaker at ICES, ISSE, and IHS,
and has been a guest speaker at Bellus Academy and Paul Mitchell® School. In a rapidly-advancing field,
Shyomi continues to learn and enhance her skills by attending advanced skin care symposiums around the
world, including London, Rome and Perpignan, France.
"Even though I am at times in a position to inform others, I feel it is very important to continue to educate
myself. An educator must stay on top of the latest and greatest in an industry that is constantly changing, with
new technology and more advanced products at every turn. This is my passion, I love to learn, and one can
never learn too much! As part of the SpaCare team, I am excited and feel privileged to be working with some
of the most amazing people in the industry."
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