COMPANY PROFILE PROMOTION
Aromatherapy Associates
Global product company Aromatherapy Associates knows how to make treatments and retail work in a spa environment and partners with operators to make a real point of difference
KATE CORNEY, PRODUCT EDITOR, SPA BUSINESS W ONE TO ONE
“We always work with hotels to build a strong relationship,” says Howard, whose diverse international client list reads like a who’s who of leading international hotel groups. The company has a client-centric approach
and Howard takes pride in be able to offer a fully customised service: “We love to work with spas to build their brand – it’s not about building our brand. Even though we work with numerous hotel groups we’ll take into account what the hotel spa stands for. We create treatments and offerings that echo, replicate and reinforce their brand ethos.” The company’s long-standing partner- ship with Mandarin Oriental is testament to the benefits of this method (see SB09/3 p58). Howard and her team have also worked to create signature and unique treatment concepts for high-end clients. “Customis- ing is very important to me and is one of our biggest USPs. We don’t promote our
ith 30 year’s success in the spa sector working with leading operators it’s not an understatement to call
Geraldine Howard, the co-founder and president of Aromatherapy Associates, an industry guru. Not only does her company make and supply a sought after luxury product and treatment brand – providing a point of differentiation in itself; it builds long-lasting relationships with spa opera- tors, offering them the necessary knowledge and support to ensure there’s a significant contribution to the bottom line.
Howard is a passionate innovator
name everywhere, but instead take a quiet approach in order to support our customers brands,” adds Howard. As part of this, the Aromatherapy Asso- ciates marketing and design team offers bespoke POS and posters for spas using its own trademarked material and imagery. She says: “We offer customised marketing support, working in partnership with them to create combined treatments and collateral unique to the individual spa. In addition, we’ve created bespoke bedroom amenities for a selection of hotels. Having branded amenities – including a wide range of spa products, turndowns and VIP gifts – gives the hotel a luxury edge, and helps to raise awareness of, and bring extra footfall to, on-site spas and retail boutiques.”
RETAIL EXPERTISE
Facial products usually dominate retail sales, but at Aromatherapy Associates, body products are top sellers too
62 Read Spa Business online
spabusiness.com/digital
A core part of Aromatherapy Associates service is to educate partners in how to sell retail products following a body treat- ment. Howard explains: “It’s important to ensure a massage is linked to a problem of that individual and helping to address a spe- cific concern, such as a treatment to help aid sleep, or aching muscles. When clients understand the health benefits of the treat- ments, why certain oils are being used and how they are helping them, they also under- stand the benefits of using the relevant bath and body products at home.” Howard knows this approach works because it’s something she’s trialled in Aro- matherapy Associates very own-branded flagship store, which opened in the exclusive Knightsbridge area – close to Harrods depart-
Spa Business 3 2013 ©Cybertrek 2013
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