Innovate, Innovate, Innovate. It seems like everybody’s doing it these days. It peppers the ads we see in our favorite industry publications, it’s on the packaging of just about every skincare product I’ve ever tried (and I’ve tried quite a few!), and it filters its way into the sales pitch of just about every company I can think of. So, yeah, apparently everybody is doing it. Except, of course, that they aren’t.

Now, I didn’t write today’s blog to put anyone down. There are some amazing companies that comprise this industry and I have the utmost respect for them and their extraordinarily talented employees. Some of these companies are developing incredibly innovative technologies, but they aren’t all. As a consumer and a spa professional, your job is to filter through all of the fancy marketing pieces out there to determine which companies offer you truly innovative spa equipment. To my mind, there are a few ways to do this. To help you in the process, I’ve summed them up below:

Read the Materials: If you are considering a product, read everything the company has published on it. And read it carefully. Anyone can add glowing marketing verbiage to a product description. Try to decipher what is truly unique about the product. Then, contact the company’s customer service team and ask them about it. Ask them what actually sets it apart. Is it patented? How is it innovative?

Do your Research: Research a company and its product online. Look at the reviews posted by others. Compare products down to every important detail. A little extra time here can make a world of difference in the long run.

Ask the Professionals: Talk to other industry professionals and keep up to speed on what industry publications are talking about. They often have insight into things we are just starting to hear buzz about.

It can be difficult navigating all of the product information out there, but it is crucial when you want to purchase truly innovative products. The aforementioned suggestions are basic, but important. It is easy to fall prey to catchy marketing copy and subsequently pass over cutting-edge products. It isn’t worth it. In the end, a little extra time researching a product will prove its weight in gold.

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