MOVERS & SHAKERS LEONARD FLUXMAN Steiner has set up multiple
channels to sell its products. It has developed online
e-commerce platforms for all its brands, tapped into
the TV shopping market and retails in department stores
British scientifi c skin and bodycare com- pany Elemis, which it purchased in 1996 and which turned over £65m (US$104m, ¤78m) in 2010; the Jou Chinese herbal medicine line; cosmeceutical skincare brand La Thérapie; and Steiner haircare products, which launched in 2007. On top of this are the Bliss and Remède
ranges, which it acquired as part of the Bliss World Holdings buyout. Bliss’s results-driven products are branded in a light-hearted way with names such as No Zit Sherlock and Fabulips, and the collec- tion typically targets younger spa-goers. Remède, in comparison, is a five-star skincare line incorporating the very best ingredients and technology, and carries a premium price tag – around US$165 (¤127, £105) for a 2oz night cream. This product range is aimed at women aged 40-plus. Signifi cantly, Steiner has set up multiple channels in order to sell its products. In addition to actual spa facilities, it has devel- oped online e-commerce platforms for all of its brands, has tapped into the TV shopping channel market such as QVC, and retails in independent boutiques, department and speciality stores such as Debenhams in the UK, Myres in Australia and Sephora in the USA. Elemis, for example, is available in 170 department stores globally.
34 spa business handbook 2012
Steiner operates 300 spas globally, including those under contract management for leading hotels such as Ritz-Carlton Palm Beach, Florida
Spa schools With so many spas, therapist recruitment and training is crucial to Steiner’s success. The Steiner Training Academy is the life- blood of its maritime division and coaches up to 2,000 spa, salon and fi tness profes- sionals for its ships each year. Recruitment is handled via relationships with colleges in the UK, Europe, South Africa, south-east Asia, Australia and North America.
Last October's acquisition of the Cor-
tiva Group – which operates seven massage therapy schools with 12 campuses in the US – brought the total number of training cam- puses under the Steiner Education Group (SEG) banner to 30 in 14 states. SEG offers programmes in massage
therapy, skincare, electrology and paramed- ical skincare. Graduates work in medical offi ces, destination and resort spas, cruise ship spas, day spas and even within their own practices. It has a network of thou- sands of spa employees worldwide and generates over 5,000 new job opportuni- ties for its graduates each year. ●
www.spahandbook.com
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