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O U R P I C K O F T H E L AT E S T P R O D U C T L A U N C H E S A N D T R E AT M E N T I N N O VAT I O N S E d i te d by M a r k S m i t h
The scent of things to come With the growing home-scent market reporting double-digit growth in 2021, we ask leading brand experts how spas can maximise the retail opportunities this presents
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ales of prestige home-scent products grew 95% in 2021 compared to 2019, according to market research company The NPD Group. The sector became a key focus for wellness brands during the pandemic as people isolated, creating mini self-care spa rituals at home. Drilling down further, sales of candles and diffusers increased 164% and 31% respectively. “With more and more people having worked from home and continuing to do so, there has been a significant increase in sales of home fragrance products,” explains Sarah Ronchetti, head of spa at Temple Spa. “It is one of the sales opportunities that the pandemic has created and that spas should be monetising.” Amanda Winwood, founder of Made for Life Organics, concurs: “There has been a substantial increase in awareness of self-care as a result of the pandemic. Europe is leading the trend within the home fragrance market and discretionary spend on products that promote wellbeing is a major growth area.”
Sales engineering A few tweaks to your spa journey, some clever scent positioning and signposting in touchpoints can maximise retail opportunities during this boom, says Carolyne Beck, general manager of Elemental Herbology: “Offering home scent as part of your retail offering adds to a truly immersive spa experience,” she suggests. Daniel Golby, managing director of ESPA adds: “The opportunities to market home fragrance within the spa environment are vast. From scenting guest areas with appropriate essential oil blends through candles and diffusers, to spritzing treatments rooms and linens with atmospheric mists, fragrance completes the sensorial journey for guests.” The key is to create positive connections,
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