CYNTHIA CHUA
hearted approach makes the customer feel comfortable” Chua’s top tip for a spa
operator who’s thinking of adding beauty services is to train just one or two thera- pists very well, rather than a whole team on the basics.
“Te standard of service is really high so if you want to get a slice of the pie you’ll need to perfect what you do,” she says. “If not, it could ultimately hurt the whole business in the end.”
GOING UP A LEVEL Locally, Chua has diversified into food and beverage, with the launch of HOUSE, fol- lowed by the Tippling Club bar and restaurant and three Skinny Pizzas. Most recently she introduced 40 Hands coffee bar; O My Dog, a gourmet hotdog booth; and Open Door Policy, a modern rus- tic bistro. Internationally, the expansion of MOW and Browhaus is top of her list with a goal to open 15+ of each next year, with Bei- jing being one of the main destinations. And she’s got more innovations lined
up. At Browhaus, the next big thing will be fashion eyebrows, which will include exper- imenting with different colours to match make up and dressing them up with acces- sories. As services have been the main focus, Chua’s next aim will be on retail and creating
SPA BUSINESS 1 2012 ©Cybertrek 2012
an enticing shop front for stores to capture the attention of passers by. “Te presentation will be really exciting and there’ll be a much greater product focus,” she says. “We’ll be trialling it in Singapore and, if it works, we’ll be rolling it out in London and New York.” For MOW, Chua launched the Brazilian
facial in April, comprising microdermabra- sion and skincare for the Brazilian area on top of waxing. “It’s all about taking it to the next level,” she says. “Years ago people went to the hairdressers to get their hair cut, but now everyone gets their hair coloured.”
The next big thing at Browhaus is fashion eyebrows – using different colours to match make-up and dressing them with accessories
Overall, her aim is for MOW to become a
household brand and for everyone to have perfect brows “because that’s what every- one deserves”! She concludes: “Having a vision and always pioneering something that no one has done before that involves innovation and creativity drives me. I feel it’s my creative output.” l
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