EDITED BY MARK SMITH
The festive period is a key time for spa operators, especially in 2021. As online retail continues to grow, there remains an important place for in-spa merchandising, promotions and events that highlight the latest brand collections.
To help you move towards this, European Spa offers expert retailing advice from those in the know at leading spa brands.
Temple Spa
People are continuing to adopt more mindful spending habits as established during lockdown. Although the demand for online shopping remains strong – and spas must serve the demand – customers are also seeking in-person events that provide a unique and valuable experience, so where possible spas should safely accommodate these.
Sarah Ronchetti – Head of spa
Esse
Festive gifting is a great way to start the journey to healthy skin. Special offerings at this time of the year typically include hero products from a range that can support multiple skins. They can also introduce a client to the brand as well as providing a timely retail boost for spas.
Raquel van Niekerk – Marketing manager
Elemis
With wellness continuing to be front of mind and the client looking for experiences more than ever, spa partners should use the festive period to really focus on creating noise around gift vouchers and New Year treatment package bookings, ultimately driving incremental revenue for the final and first quarter.
Noella Gabriel – Global president and co-founder
Elemental Herbology
This Christmas it is important to give back to the community and offer your customers an opportunity to do the same. By supporting a charitable cause that aligns with your brand values, both the spa and its customers can become a part of making a change. Charity gift sets spread awareness and spark conversations between the spa team and its customers.
Carolyne Beck – General manager
Thalgo
Christmas gifting is so enticing and special, so make the most of merchandising opportunities and, in particular, promote the value of any gift sets. Beautiful ribbons, boxes and bags that will look good under the Christmas tree are a great way to highlight the selection you have from your brands.
Marian Harvey – Managing director
Voya
Winter wellness trends show that customers are seeking to improve their overall wellbeing with sleep rituals and meditations, and looking to enhance their environment with elements and scents from nature. The spa and wellness industry must be ready to cater to this growing segment by partnering with customers to help them develop and improve their selfcare practices.
Mark Walton – Co-founder
Babor
The world has changed and gifts have to be meaningful now. A gift set is the perfect complement to a gift certificate. It creates the sensual experience the consumer wants and that immediate gratification most of us like to have when opening a present. Spa merchandising must be playful and engaging with many opportunities to touch, feel, smell.
Fabienne Lindholm – Director of international education
[comfort zone]
A product has to be a part of the solution instead of part of the problem. This means to embrace regeneration and revolutionise the way we formulate, select the ingredients and design our ranges. Choose gifts that take a conscious and sustainable approach, being mindful of using recyclable packaging and recycled paper.
Barbara Gavazzoli – Communication director
ESPA
For Christmas, it is important to offer a gift collection that has both accessible price points and a carefully curated gift line-up to ensure there is something suitable for everyone. To help spa guests select the perfect gift, improving the customer journey with informative gift guides and interactive campaign videos will allow spas to speak to more people than ever.
Gemma Bosanko – Head of digital
Dermalogica
Train your team, ensuring that everyone understands the new products, sets and overall offering, including their added value. Set sales targets and offer incentives to give staff direction and goals. Start a Christmas countdown to create urgency and demand. Team up with another local business to create festive packages and sell the gifts as a combined offering.
Louise Lupton – UK sales director
Mii Cosmetics
The most important thing with an impulse purchase is to know your customer. What will excite them? An impulse purchase should be a low-value item – something a customer could buy without a second thought. Remember you’re going for volume here. Choose the right products and position them where your customer is most likely to purchase and where you receive the greatest footfall.
Paul Gerrard – Head of marketing and communications
Gaia Skincare
Gift sets are often purchased for brand new customers, so there’s an opportunity to turn the receiver into a returning customer by providing an experience rather than just a product. This might be through a customer loyalty scheme that also encourages a sustainable beauty regime; we offer customers 20% off product refills through our spa and salon partners.
Diane Nettleton – Founder
Natural Spa Factory
People looking for gifts at Christmas aren’t afraid to spend, but consumer habits have changed and 2021 has seen purchasing decisions being informed by sustainability concerns and a ‘feel good factor’ for doing the right thing. Sustainability is no longer about doing less harm, it’s about doing more good, so seek out brands with sustainable packaging and components to help support customers to make better choices.
Jeremy Smith – Co-founder
Germaine de Capuccini
Advent calendars are a great way to share new products with current customers or to introduce a new regime to others. The social media opportunities with these are countless; have a team member open a door each day and talk about the benefits of the product they discover or have a client open a door and take home what’s inside.
Clare Dickens Managing director
OPI
Developing a customer-focused retail strategy is key for driving incremental revenue. Spas should encourage their guests to treat themselves with home care products or to gift nail lacquer sets to friends and family. With customers continuously seeking new experiences, introduce product demonstrations to drive excitement and consequently increase sales.
Julia Redmond – Head of trade marketing
Murad
Hosting a seasonal event, either in salon or via Zoom, can be a great way to reconnect with clients, to remind them of the great offers you have and also the professional service you bring, along with gift vouchers and VIP discounts on the night. Gifting previews and unboxing reveals on your website or social media channels entice and excite clients to purchase.
Tracey Wilmot – International education director, EMEA
Natura Bissé
Christmas is about the art of gifting. It is all about care, love and details that really matter. During 2021 we have treasured our wellness – little moments of joy found in caring for ourselves and those around us. This year more than ever, we encourage our partners to create a memorable experience for their clients, showcasing the special concept of gifting and sharing care and happiness with their loved ones.
Patricia Fisas – Senior vice-president of research and innovation
