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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
Bath and bodycare resurgence European Spa looks at the growing bath and bodycare market and asks the experts how it can help to maximise spa retail sales
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ales of prestige bodycare increased six per cent in the UK from January to the end of September compared to the same period in 2020. Traditionally bodycare sales have been a challenging area for spas, but these new statistics present opportunities to maximise retail sales. Linking massage and body treatments to retail sales is a must. “At the end of massage treatments, therapists can provide at-home wellbeing tips, such as evening breathwork or bathing rituals, alongside advising on products best suited to clients’ needs so they can continue the physical and mental wellbeing benefits of the spa experience at home,” says Daniel Golby, general manager at ESPA. Spa and wellness brands are increasingly turning their attention to the development of new bath and bodycare products. Kerstin Florian has introduced a Chamomile Body Lotion and Intensive Slimming Serum to its collection. Thalgo has launched Mers des Indes, an Ayurveda-inspired Marma therapy treatment with yogic stretching and meditative music, supported by four retail body products. “Bath and body products are also perfect for gifting to bring a touch of spa into the home,” says Marian Harvey, managing director, Thalgo UK. Body oil sales boost Market researchers at NPD Group also note that sales of body oil and exfoliators reported double-digit growth, with body spray increasing by 49%. Product launches reflecting this trend include Olverum’s Body Polish and Elemental Herbology’s capsule Fire Zest collection. Updating its Scentsations collection, CND has introduced a limited-edition body lotion and a new range of hand washes. To connect with your clients, Carolyne Beck, general manager of Elemental Herbology, advises: “When retailing bath and bodycare in a spa environment explain and demonstrate the use of the
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products for clients to smell and feel. Always remember to hand the products to the guest to hold as this offers ownership and will encourage a sale.” Bathing is back Linking into bodycare, the selfcare trend that blossomed in 2020 continues with bathing becoming an important part of the spa-at-home ritual. The #bathtime has been shared over 7.4 million times on Instagram and this year has seen an increase in the popularity of bath salts with ishga, ESPA and Made for Life Organics all unveiling new products. ishga’s Invigorating Bath salts feature its signature blend of lemongrass, lavender, rose geranium and juniper berry essential oils. Made for Life Organics promotes relaxation with its Dead Sea salts featuring neroli, sweet orange and rose geranium, while ESPA’s Fitness Bath Salts combine arnica and comfrey, eucalyptus, clove bud and soothing lavender. www.elementalherbology.com | www.kerstinflorian.com www.thalgo.co.uk | www.olverum.com www.madeforlifeorganics.com www.espaskincare.com | www.ishga.com www.thenpdgroup.com | www.sweetsquared.com
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