Aromatherapy Associates is one of only a handful of product houses to launch a dedicated retail and day spa facility
ment store – in London in 2011 (see SB11/4 p22). One of only a handful of product houses to set up shop, the company uses the outlet to test what works with retail. Howard reveals that an extremely impressive 65 per cent of its revenue comes from retail sales and 35 per cent from treatment sales. “It teaches us how to help spas build their retail,” she adds. Based on the lessons learned so far, Aro- matherapy Associates provides training to all clients to teach therapists how to sell, spe- cifically in relation to body products which is thought to be a more challenging category and therefore commonly an opportunity that gets missed. Howard adds: “It’s often said that you can’t retail off body treatments, but our sales show you can. Six out of 10 of our top-selling products are for the body.”
CONSUMER AWARENESS To help partners even more, Aromatherapy Associates places an emphasis on building awareness with the end user of its products
– something that hasn’t been regular prac- tice in the sector. “There’s a tendency to think that if a prod- uct brand is exclusively sold in a spa, it will generate more retail,” says Howard. “How- ever, consumers need to trust the brands they purchase, particularly skincare prod- ucts for the face, and much trust comes through brand awareness and exposure. Successful retail skincare brands are usu-
Spa Business 3 2013 ©Cybertrek 2013
It’s often said that you can’t retail off body
treatments, but our sales show you can. Six out of 10 of our top-selling products are for the body
ally sold in multiple outlets as in today’s world ease of purchasing is a major factor.” Aromatherapy Associates has been follow- ing this trend by successful retailing at Space NK for 14 years and other top retail spaces worldwide. It’s also generated further kudos with the public by winning numerous prod- uct awards from top consumer magazines such as Tatler, Harper’s Bazaar, InStyle and the Beauty Bible (see p64). “The art for spas,”
Howard adds, “is to capitalise on this brand exposure and use the treatments combined with therapist’s expert knowledge to select the most effective products for the client. Spas really are the most perfect environment to sell products as you’ve already captured their attention and love for the brand. It’s all about educating them on what they need and how the product are going to make a differ- ence to them personally.”
Read Spa Business online
spabusiness.com/digital 63
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