A global vision for professional skincare

Ana Pons Talens, general manager, Germaine de Capuccini, outlines what makes the brand a unique spa partner and describes her vision for the future

Educating the consumer

“Germaine de Capuccini is a professional brand dedicated to products, protocols and education.

“As a skincare brand, we have the opportunity to educate our spas and the end consumer, especially young people who use products without any recommendation. The consumer wants information to be quick and clear.”

Spas are our speciality

“We work closely with spa partners to elevate their position. We help them with education but also the financial side of things. We offer a 360-degree service for spas, with comprehensive sales and marketing support. This begins with a design service for a hotel from the initial idea stage.

“In Barcelona, we are remodelling a spa project, and we are doing the same in Puerto Rico. In addition, we give advice to spa managers and hotel mangers about how to bring people into the spa.

“We work with a lot of hotels to offer amenities and VIP goody bags for suites that include sun protection and aftersun, for example. We also provide education for hotel spa-based aestheticians, this is because they need to offer a ritual but the situation can be different to a treatment room elsewhere.”

A targeted plan for growth

“Our strategic plan includes a key focus on the USA, the UK and Asia. Branded spas are part of our future, and we are also exploring options for a distributor in Asia as Indonesia, Thailand and Malaysia offer great opportunities for us. Our key focus for the future is on the end consumer. If we reach this consumer, we can then direct traffic to salons and spas.”

It’s time to go digital

“We have to transform our brand into the digital space It’s the quickest way to reach our consumers. We will streamline our regional social channels into one global unified identity. We will have one visual identity and communications strategy. We are working very hard on that. We need to work and protect the brand in the digital space. It’s an amazing challenge. I am very positive and after one year, we now have the results which show our actions are working.”

BE INFORMED...

To see what Germaine de Capuccini can offer your spa, email: customerserviceuk@ gdcbeautygroup.com or visit: www.germainedecapuccini.com