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Graphical wall quotes communicate the Dove Spa brand name, while product displays are well illuminated
FRANCES HAYTER International Dove Spa development director, Spa and Salon International & Unilever Ventures
The Dove Spa profes- sional product range was developed for and is exclu- sively sold in our salon setting, making retail key. Although customers may not be familiar with the new brand until entering a Dove Spa facility, its link with the more well- known high street Dove products has given the spa range an immediate selling point. Our retail treatment split is 30/70 – above
the industry average. Although strong retail players within the spa sector meet similar fi g- ures, many do not because they fail to realise the importance of retailing products sales or do not work with strong brands that can be recognised by their guests. Around 20 per cent of our spa space is
devoted to our skincare range – about the industry average. T e simple and fresh-look- ing design of our retail areas is signifi cant in promoting the purchase of our branded prod- ucts, showing the Dove Spa range in its best light. According to several consumer research assignments we carried out before launching Dove Spa, guests prefer an uncluttered envi- ronment with clear pricing. And no hidden
www.spahandbook.com
Many spas fail to realise the importance of retailing products or do not work with strong brands that can be recognised by their guests
catches. So, we have ensured that our prod- ucts are displayed in simple single or double facings within a beautifully illuminated envi- ronment, with LED insets to uplight the silver brand decals on our products and unambigu- ous, well-marked price tags. Graphical wall quotes also communicate
the brand name and make reference to our iconic global marketing message – the Cam- paign for Real Beauty, which uses ‘real women’ to promote an attainable idea of beauty. T is sales method has helped to build brand loy- alty, as people who trust in your brand also
trust in your products. Shelf talkers, A4 and A5 acrylic blocks and retail wobblers focus- ing on our hero products or product of the month enhance sales. These marketing materials are updated quarterly and provide visible information about our products. Use of vapour streams and seasonal fragrances in our reception area also create a calming eff ect to enhance spa visits, making sales more likely. With more than 30 years’ experience in the
beauty industry, Hayter was well placed to help create a concept and product line for Dove Spa. Details:
www.dovespa.co.uk
spa business handbook 2011 89
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