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“At Clarins we say: do more, do better and enjoy doing so”
Ghislain Waeyaert
on this quality. Skincare is like medicine: you’d never buy medicine if you didn’t know where it came from; you’d get proper advice and products. Serious products take two years in research and development. I would challenge the quality of many products on the market – and so should spa owners, because what they deliver to their clients is so important.
What challenges do you see ahead for spa operators?
I’ll give you an example of one of the things wrong in the spa industry. If you go into a Michelin-starred restaurant and you select a beautiful bottle of wine from the menu, you wouldn’t accept it if the sommelier went out the back to take some wine from a big vat, put it in a bottle, slapped a label on it and brought it back to your table. Yet this is what’s happening in the spa industry. Many of the spa brands are doing this: they don’t have their own lab and they’re not developing their products and treatments to the right standard.
What is a typical day like for you? I travel a lot! I think I’ve been to all points of sale around the world from New York to Taipee and from Tokyo to Mexico. Tomorrow I head to Asia for 10 days, to Taiwan and Beijing to see all our trainers for an important seminar before visiting some of our spa customers and luxury hotels. Then I return to Paris before heading for Brazil followed by ISPA in Washington.
european spa |
www.europeanspamagazine.com
Please describe your spa portfolio We currently serve about 60 luxury hotel spas around the world, 30 of which are exclusive to Clarins. All the protocol, treatments, PR and marketing support is supported by Clarins. Hotel spas are still relatively new, and we have some nice opportunities. We don’t want to go everywhere, but we will be adding spas to our portfolio throughout 2011.
What makes Clarins a good spa partner? Firstly, our spas know they get quality. They can be sure of what they’re putting onto their clients’ faces and bodies. Alongside this, our treatments are very special. We’ve developed more than 100 movements and deploy a whole department dedicated to developing our treatments. Knowledge of the Clarins brand offers a level of security. The marketing and PR is excellent, as are the product launches, promotional activities, merchandising and training. Finally, and most importantly, our spas work with us to protect their bottom line.
Why is successful retailing such a challenge for spas? In my experience, every spa owner wants to improve retail. But when you tell them how, sometimes they don’t want to listen because they feel they need to protect their spa concept. In many cases the retailing approach can be like something from a museum: one or two products behind glass, looking very stylish and minimalistic but completely untouchable. No business can afford to lose money through its spa.
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