27
DOVE SPA
CONSUMER RESEARCH in the UK and Canada has shown that many
people are intimidated by spas and often confused by the treatments
offered. The research also revealed that the intrinsic values of the
international personal care brand Dove – honesty and approachability
– provided a great basis for a spa brand to be developed. Dove’s
‘Campaign for Real Beauty’, which is based on the insight that many
women feel alienated from the values and images of some beauty
brands, was seen as providing a distinctive and attractive positioning for
market focus
a neighbourhood spa. Following an investment by Unilever Ventures in
2004, the idea became reality.
Dove Spa is a subsidiary of Spa and Salon International Ltd – an
established operator in the international spa and salon industry with 47
sites across four countries. In the UK, there are now 26 sites, with 13
Dove Spa salons and 10 Dove Spa concessions at Virgin Active gyms.
Frances Hayter, International Dove Spa Development Director, says:
“It’s an exciting, evolving industry, which will particularly appeal to women.
Today’s hectic lifestyle has had a big impact on our stress levels – it’s like
we’re travelling at 100 miles per hour and we never stop. Nowadays a
spa is not just about having a manicure anymore, but looking after our diagnose. A free facial skin analysis is a good way of attracting customers
internal wellbeing through holistic treatments, and treatments that deliver who want to fi nd out more about their skin and how to look after it, plus
real results.” giving them confi dence and trust in our brand.”
Frances continues: “Spas can be intimidating, prices are often not Dove Spa is looking for
on display and many women worry about what will happen to them passionate individuals, perhaps
total Investment:
in treatments, especially as they will be wearing very little. So we’ve business people or, as Frances
C. £110,000 - £150,000 plus VAT
changed all that. We have a shop front, so women can come in and explains: “There are a lot of
Website: www.dovespa.co.uk
shop, look at the products and price lists and get comfortable in the independent salons out there that email: franchise@dovespa.co.uk
surroundings before fi nding out more. may prefer to be a part of a group Phone: 0844 875 1575
“We offer a free scientifi c skin analysis using equipment designed by with all the benefi ts that being part
dermatologists, which means we don’t guess at your skin concerns, we of a franchise can bring.”
LIGHTERLIFE
LIGHTERLIFE PROVIDES sustainable weight-loss and weight- programmes allow people to become more confi dent enabling them to
management programmes, complete with counselling sessions, giving it develop and improve other areas of their lives.”
the edge over competitors. Franchisees will lead weekly single-sex group LighterLife is currently looking for franchisees that are confi dent,
meetings to help clients explore why they overeat and learn effective outgoing, self-motivated and passionate about helping people. Andy
ways to deal with problems without turning to food. adds: “We have franchisees
Regarding the recession, Andy Knights, LighterLife head of business from all walks of life. Following
total Investment:
development, says: “As with many businesses, our franchisees have had the successful completion of
From £12,000 plus VAT
to work harder and increase their marketing activity to recruit clients the recruitment process and
Website: www.lighterlifefranchise.com
and increase brand awareness. This year we have had more enquiries our comprehensive training email: businessteam@lighterlife.com
from potential franchisees than ever before. I think the recession makes programme, all new franchisees
Phone: 01279 636 988
people want to take control of their lives and LighterLife is a life-changing will be fully prepared to take on
service. We achieve fast results and, from our feedback, we know our their new business.”
www.businessfranchise.com December/January 2010
BF024-027_Market focus_Dec/Jan09.indd 4 18/11/2009 14:21
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