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KATIE BARNES » MANAGING EDITOR » SPA BUSINESS
Geraldine Howard (above) co-founded AA in 1985; a key feature of the new spa is a chandelier made out of aromatherapy bottles (right)
First flagship for Aromatherapy Associates
AA’s products and treatments are available in more than 40 countries, but now the British company is launching its own branded retail boutique and treatment rooms on home ground
T
his month, British-based product house Aromatherapy Associates (AA) will unveil its very first branded spa in Knightsbridge, London, UK.
Just down the road from Harrods, the 150sq
m (1,615sq ſt) Aromatherapy Associates Bou- tique & Treatment Rooms is spread over two storeys. Te first floor is dedicated to retail and showcases the company’s 70-plus aroma- therapy-based products and an ‘ingredients bar’ with products in their raw form. There is also one treat- ment suite on this level, while the lower ground floor will boast two treatment suites, a relaxa- tion area and a vanity area. Set against a background
of warm grey tones, mirrored walls and quirky features – such as a chandelier made out of AA bath and shower oil bottles – the interiors have been designed by Martin Hubert who’s worked on a number of other high-end UK spas such as those at Te Dorchester and Coworth Park. AA was founded in 1985 (see sb08/3 p90)
and today its products and treatments are available in over 40 countries, in high-end spas including facilities at the Mandarin Oriental and Fairmont. But the reason for putting its own name to a spa is two- fold, says company co-founder Geraldine Howard: “It’s a flagship for our treatments, but it’s also championing real aromatherapy
– getting the message out there about essen- tial oils and how they work – which is very much at the heart of what we do. “With air fresheners and fabric condition-
ers all claiming to contain essential oils, the true essence of aromatherapy has been lost. Te sense of smell is so powerful, but it’s typ- ically ignored, so we’ll be focusing on how it can help with psychological issues that can make a real difference to people’s lives.”
will be conducting one-to-one prescription sessions to mix personal oils specifically for individual customers. Te price point for both massages and
facials will be £90 (us$139, €105) for 60 minute, which is comparable to other lead- ing spas in the area. With the flagship launch, Howard is also
In the long-term, the goal is to roll out
AA-branded retail and treatment spaces in selected cities around the world
For Howard, this means getting the diag-
nosis right, which is why AA has developed a detailed product and treatment consulta- tion covering everything from lifestyle and diet to how a person is feeling, to be used by the five in-house therapists to prescribe retail products or treatments. “Normally a company will only have one relaxation aromatherapy oil,” says Howard.
“We have five just for tackling relaxation and stress and we want to emphasise how we can help customers choose the right blend to help them day to day.” For an even more bespoke approach, Howard, an expert in blending oils,
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taking the opportunity to tackle the ‘spa retail problem’ head on. Five months ago, she took on two consumer retail experts – with backgrounds in companies like LVMH and La Prairie – to develop a winning strategy. “I’m excited about the mar-
keting and promotion plan we’re developing for next year,” she says. “And we’ll use this as a test bed for our new retail train-
ing programme. We really want to help our spas get retail right.” Te basis for this, she explains, is to link body treatments to sell- ing products, as well as to help therapists work out the client’s needs and to ensure customers are aware the products and how they can be used at home. In the long-term, the goal is to roll out
AA-branded retail and treatment spaces in selected cities around the world. Howard concludes: “At this stage we’re concentrat- ing on making London perfect, but we will roll it out. It’s just a dream come true to have our own platform to shout about.” l
SPA BUSINESS 4 2011 ©Cybertrek 2011
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