“When we looked at the Bliss and Elemis client databases side by side, there was only a 3 per cent crossover [yet the brands have the same channels of distribution] which I think is very exciting”
So far, Bliss products and treatments have only been sold in Bliss-branded spas, but that’s about to change
MI: Bliss has a fun, witty brand image and we think of it as being the fountain of happi- ness. Tere are tonnes of brands to make you look beautiful, but only Bliss can make you happy. For example, you can eat brownies in the spa lounge and receive complimentary product samples. Guests feel empowered aſter our results-driven treatments, adminis- tered by expert technicians who specialise in individual areas such as facials or nails. Bliss targets a younger audience, however,
the clientele isn’t a demographic, it’s a psy- chographic – they’re people who first and foremost believe that they look and feel their best aſter they’ve had a spa treatment.
Which companies does Bliss compete with? MI: In the US, Bliss is sold in speciality stores such as Sephora and I would say it has an average to higher price point. A 2oz (57ml) Triple Oxygen+C Energizing Cream goes
SPA BUSINESS 4 2010 ©Cybertrek 2010
for us$54 (€39, £34) and Clinique would be cheaper than that, while Lancôme would be more. When it comes to spa facilities, we feel it’s in a unique category. SH: In the UK, competitors include Philosophy, REN, Liz Earle, Origins and Molton Brown. Yet none of these brands are actually as focused on the spa business and facilities as Bliss.
Will bliss take away business from Elemis? MI: No, because the positioning of the brands are completely different. SH: Elemis has an older client base, aged 35- to 70-plus, and has about a 25 per cent higher price point. It’s also more experience driven, while Bliss treatments are usually shorter and focus on maintenance services. In fact, when we looked at the two client databases together, there was only a 3 per cent cross- over, which I think is very exciting.
What are your plans for Remède? MI: Remède is very different from both Elemis and Bliss. It’s a five-star skincare line which incorporates the very best ingredi- ents and technology and is used at only the top spas worldwide. It’s for very discriminat- ing consumers, aged 40 and over, who have incredibly high standards and are willing to pay a premium for this – Remède’s Alchemy Premium Night Cream costs us$165 (€119, £105) for a 2oz (57ml) pot. Its distribution is more exclusive, for example, it’s only sold in high-end department stores. Unfortunately, Remède has been overshadowed by Bliss, but it’s still a very important brand to us.
How has Bliss been integrated into the Steiner business so far? MI: We had never offered Bliss services out- side of a Bliss Spa, so when Steiner bought us, one of the first things to do was to introduce our services and products onto its cruise
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