11 minute read
Nubian Medical Aesthetics on expansion path
A Pretoria-based aesthetics practice specialising in bespoke African treatments is set to open new branches this year, writes Joanna Sterkowicz
Nubian Medical Aesthetics in Menlyn, Pretoria, was officially opened for business in May 2019, by Dr Zama Tladi, a medical doctor who focuses on aesthetic treatments. Says Dr Tladi: “We have several clients in Johannesburg who do travel to our Menlyn branch, but in order to be more convenient and reach more customers, we now want to extend our services to more people and open further branches. “Our plan is to initially run the new branches, while making provisions for the possibility of new ownership and franchising down the line. I am a big believer in creating employment and career opportunities to boost our economy and am also passionate about my craft. So, sharing my knowledge, skills and seeing the skin that we treat transform, is truly rewarding and my life’s work.” Plans are to open new practices in Johannesburg, in areas such as Sandton and Bedfordview, during 2021 and several prospective sites have been viewed in this regard. While there are already several aesthetic practices in Johannesburg, Dr Tladi believes Nubian will stand out in the market because of its specific focus on African skin. “That being said, we do cater for all skin types and provide non-surgical, minimally invasive aesthetic treatments like skin rejuvenation, hair restoration treatments, treatments for stubborn fat, and vitamin drips for general wellness. We educate clients before we customise their treatments, with good insight about their challenging issues, which makes it easy for them to maintain good results even at home. “Our USP is definitely my specialisation in African skin as it scars and behaves differently to Caucasian skin. Strangely, there are very few doctors who specialise in African skin in South Africa. Clearly we have a lot of work to do in terms of educating and growing this sector.”
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Technologies
At the Nubian practice in Menlyn, Dr Tladi works with one full time somatologist and offers a variety of the latest aesthetics technologies. These include: a LifeViz Mini (a 3D imaging system for skin analysis); an Injector Gun and Hydra Pen for mesotherapy treatments; a Carbtek machine for carboxytherapy treatments; an LED mask; and a Dr. Pen for microneedling treatments. “We have focused on microneedling but do plan to incorporate laser treatments in the next few months as there is a growing demand,” notes Dr Tladi. The practice also offers injectables (toxins and dermal fillers) and chemical peels, as well as customised vitamin drips to help restore and rejuvenate the body.
Specialised skincare range
After receiving many requests from her loyal clients, Dr Tladi is in the process of developing her own range of cosmeceutical skincare products, specifically for African skin. She continues: “There are very few cosmeceutical products in the market that have been tested on African skin and therefore there are only limited options available. Our range has been pitched and is currently in development, so we are hoping to launch this year.”
Talking to… Elaine Okeke Martin
JoaNNa STerkoWIcz speaks to, eLaINe okeke MarTIN, founder of the Spa & Wellness Association of Africa (SWAA), about her pioneering work in the continent’s spa sector and the way forward.
Elaine Okeke Martin
You founded SWAA over a decade ago – how do manage to keep your passion for the industry going after all these years?
It comes from a passion for what I do as a spa and wellness professional globally. I love Africa and its people and want them to have the same opportunity to become the best in their industry. As such, I truly believe in Africa´s potential and if Africans come together, build partnerships and take control of their assets, they can achieve more. My drive comes from the energy of our African people themselves. We have such a history here of unique countries and traditions, which we need to translate into wellness. And that is exactly what is happening. The wellness experience was designed as a colonial experience, using only western products or therapy techniques that don’t speak to middle class Africans today, or even Africa’s visiting tourists. They want a more authentic feel to the service or product. This does not exclude the presence of international products, but rather it´s an opportunity to fine tune the service and translate the USP of each country into their wellness offering.
What initially drew you to the spa industry?
As a young girl I always had an innate ability to care for others and wanted people around me to feel well and good. During a sabbatical year in Canada, to find out if law school was for me, I came across the Mary Kay brand, which really brought out my passion for the industry. When I went back home to Denmark, my mother found CIDESCO International in Denmark, which was an excellent way to kick-start my career.
Have you had any mentors during your journey in the spa industry?
I always tell young entrepreneurs starting out that their key priority is to find a mentor. Luckily, I had a very inspiring teacher at CIDESCO, Jocelyn Pedersen, and we later got to work together at Six Senses Zighy Bay in Oman. Jocelyn wasn´t a mentor as such but more an inspirational figure to me. Today we are family friends. My actual mentor was Suki Kalirai, who had more experience in business and international marketing, so he acted and guided me as much as he could as I didn´t live in the same country. I met Suki at the Frankfurt Messe in 2004, when I was a student studying International Marketing & Economics at Copenhagen Business School Niels Broch. In early 2005, I did my thesis at Suki´s company in the UK and he
then introduced me to Six Senses Spa Group, who snapped me up the day I graduated and gave me my first international project, in the Dominican Republic. Suki has been a key advisor for the Spa & Wellness Association of Africa. He is a family friend and someone I cherish very much.
What was your rationale for setting up SWAA?
Africa needed a platform like SWAA to give our industry professionals a voice and place to enter and find inspiration, experts, and triggers new opportunities and positive entrepreneurial trends. However, Africa doesn’t have access to finance. They fight daily with the lack of electricity and water. So the cost of infrastructure to own a spa is higher in Africa than in Europe, America or Asia. Hygiene is another huge area to focus on and the COVID-19 pandemic actually highlighted this even more. While many South Africantrained therapists occupy top positions in the international arena, we need to see more therapists from Nigeria and Kenya make their mark internationally. With the expanding middle class comes more awareness of health and wellness in the workplace. South African spa treatments are as developed as European spa treatments. Africa is fragmented in spa and wellness. Each country has its problems. So, should we standardise spas at the same level in Africa as those in Asia, Europe and America? Fred Swaniker, co-founder of the African Leadership Group, said in the Financial Times: “The safari experience designed as a colonial experience – in the style of the hunters who came to Africa 100 years ago – doesn’t speak to middle-class Africans today”. And I agree as luxury safari lodges offering game drives with wellness and culture packaged together with Indian-style treatment menus offering meditation and yogafocused retreats don’t ring true to the concept of African Wellness at all. Where are the ´Authentic African wellness offerings? Where are the healers? Where are the African Therapies? Where are African-made products? Where are the African spiritual healers? It´s not a true African safari wellness experience if there are no African offerings integrated into the package.
product brands, standards, best practices, events and networking opportunities. Continents around us were already up and running and Africa was silent. We couldn’t remain at the rim of international bodies and platforms without having a voice.
What services and support does SWAA offer its members?
International connections as well as new symposiums, training events and online networking for therapists, spa managers and product suppliers. SWAA also offers free advertorials for companies’ brands and free new product stories for members.
Which countries are members of SWAA?
South Africa, Kenya, Nigeria, Namibia and Mauritius.
Generally speaking, how does the African spa industry compare to the rest of the world?
´Extreme wellness across Africa´ was one of eight wellness trend areas identified at the Global Wellness Summit in June 2018. Africa is diversified and what a spa in Kenya offers isn’t the same as what a spa in Nigeria will offer.
Elaine Okeke Martin with the Hon. CS Balala, Kenya’s Minister of Tourism (in white robe) at the 2019 Annual SWAA Conference in Mombasa. SA’s Isabel Roos is third from right
An opportunity which is missed out on by spas in Africa is the ´African Therapy´. International and local tourism is screaming for something different, without affecting the high standards required to operate a spa.
Is SWAA affiliated to any other international organisations?
We are very proud of the collaborations we developed in 2020 with ISPA (International Spa Association), APSWC (Asia Pacific Spa Wellness Coalition), the Irish Spa Association and the Sustainable Spa Association. We shared webinars together and were on platforms together to share knowledge and best practice. Our aim is to find new ways to work closer together and support our members more to see where we can connect the bridges.
What projects is SWAA involved in?
SWAA is currently running a survey on education training for professional development to find out what the continent needs to upskill Africans in the industry. Intelligent Spas is also working with SWAA to prepare the first ever independent research for all of Africa on spas and wellness numbers.
How have you connected with SWAA members during the pandemic?
We offered free membership and free COVID-19 support with hygiene for 2020 Memberships. Furthermore, we hosted free mental health support webinars, as one in four Africans suffer from mental health issues. We also brought advocacy from the Africa Wellness Initiative on the Global Wellness Institute to our members and have offered SWAA therapist members a chance to list on our continental list. SWAA has held many webinars, which can still be viewed on https://swaafrica.org/ (click on Resources and then click on Webinars on Demand). We have gained traction on our social media platforms with updates and information to support our industry colleagues.
How were your members affected by the pandemic?
We saw members suffer by having to close down shop and lose staff. Therapists were not able to find jobs or be in jobs due to the lockdown. South Africa seems to be the most affected due to the long lockdown period, but Kenya was badly hit too, and many companies went through major challenges while some closed for good. A lot of companies were not able to adapt sales to online retailing quick enough, or master an online presence.
Mauritius tourism dropped completely as hotels, resorts and days spas stayed closed during lockdown. Some spas and mobile therapists in Nigeria kept operating despite the government-imposed lockdown. Online retailing was good for companies who already had an online presence.
What new board members does SWAA have?
I am so pleased to have Patrick Saussay as board director and co- chair for Francophone Countries to develop and open these countries up to SWAA. The plan is to start with Morocco, Tunisia and Benin, with Ivory Coast and Senegal to follow. Dr Theo Mothoa, who is from South Africa and owns USO Skincare, is our marketing and science research board director and has so many brilliant ideas. Jasneel Dhanjal owns D´Vine skincare in Kenya and is our board director and co-chair for the Eastern Africa Region. We also have board directors like Leslie Okoye (our treasurer), who runs Cookie-Skin in Nigeria. Valerie Obaze, the owner of Ghanaian-based RNR Luxury, will assist the board to fund raise and promote the association in Ghana. Simone Lipari, who formerly headed up Ethiopia’s SWAA Chapter, is our new director of operations. He divides his time between SWAA and being GM at Tilla Club, an Ethiopian brand. We are very happy and proud to have South Africa as one of our newest chapters, ably run by Jacoline Wentzel. SWAA looks forward to long lasting mutual beneficial partnerships and great events coming in the future to further define SWAA´s presence in South Africa.
