When Ampy Santiago began doing facials in 1970, the idea of a day spa was virtually unknown in Hawai'i. Now there seems to be one in every neighborhood.

This has meant an increase in the need for trained and licensed aestheticians who are up-to-date on the latest skin care trends, techniques and technologies. To help meet these staffing needs, Ampy and her daughter, Nicole Santiago-Vierra, are opening Ampy's Institute of Advanced Aesthetics today.

The school will provide training for aestheticians who are new to the field, as well as licensed aestheticians seeking to learn the latest in skin care. Students from New York, Maine, Japan and Hawai'i are registered for the first four-month semester. The institute joins schools such as the Paul Brown Institute of Beauty and Wellness Technologies, Ulupono Academy Paul Mitchell School and Honolulu Community College to help meet demand for spa employees.

FIVE SKIN CARE TIPS

1. Never sleep with makeup on. Makeup clogs your pores — it's like suffocating them. Your skin rejuvenates at night, so wash your face thoroughly and put on the best anti-aging cream obtainable.

2. Wear sunscreen — always. The sun is our skin's worst enemy and sunscreen is our skin's best friend. Wear a 30 SPF every day and a higher SPF if you spend a lot of time outdoors.

3. Exfoliate at least weekly. If you have dry skin, exfoliate once a week. If your skin is normal or oily, twice a week. Follow with a mask. This is the best home treatment.

4. Use a toner or freshener. A good toner can temporarily tighten the pores, helping makeup go on more smoothly. Toners also help remove the residue of cleansers that can be drying to the skin.

5. Use eye cream beginning at age 16. The eyes are the most fragile area in the face and will start to show signs of aging first. Your regular facial moisturizer may not be adequate to protect around the eyes.

AMPY SANTIAGO

Age: 62

Neighborhood: Salt Lake

Profession: CEO, Ampy's, a Day Spa, and Ampy's Institute of Advanced Aesthetics, which opens today.

Little known fact: When Ampy first arrived in Honolulu in 1969, she worked as a dietitian at St. Francis Hospital. She had to wear a white uniform, white clod-hopper shoes and no makeup. "I couldn't stand it," she said — so she applied for a job as a makeup artist with Revlon. In 1970 she went to work in the salon in the (then) Kahala Hilton Hotel. She has been doing facials ever since — for 36 years.

European connection: Ampy has always looked to Europe for her products and services. She and Nicole travel to Paris at least once a year for training sessions and to shop for the latest equipment and products. "Europeans don't believe in makeup — they believe in skin care," Ampy said. "Americans are the other way around."

Latest technology: The cold laser, which boosts collagen production, Ampy says, reducing fine lines and offering a temporary, mini-face-lift effect. Clients generally see the effects for about a month, when the laser treatment is repeated.

Celebrity clients: Cher, Bette Midler, Tom Selleck, Sean Young, Jasmine Trias, and numerous local news anchors.

On Ampy's bedside table: "Your Best Life Now" by Joel Osteen and "The Purpose Driven Life" by Rick Warren.

Age: 29

Neighborhood: Ala Moana

Profession: President, Ampy's

Detour from diplomacy: Nicole originally intended to be a diplomat; she majored in Latin American studies at Georgetown University. However, when her mother asked her to join the family business, she found it irresistible. "You rarely get to do something you love with someone you love," she said.

Gen X trend: Nicole said the clients at Ampy's, A Day Spa, are predominantly from her generation. Gen Xers are overtaking the Baby Boomers in their desire to look young and have flawless skin.

Men & facials: In 1990, 1 percent of Ampy's clients were men; in 2006, 35 percent were men.

Reach Paula Rath at paularath@aol.com.