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Spa Products’ Limitless Future

By: Karen A. Newman
Posted: October 14, 2008, from the June 2006 issue of GCI Magazine.

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Spas worldwide are inspired by their indigenous ingredients and local cultures, evident in each spa’s own retail line and treatments. Branding and retailing within the spa industry, particularly among resort and hotel spas, continues to be a key trend in the industry and is expected to continue for some time.

This spring, CBI launched its newest retail spa body product line: The Bora-Bora Beach Spa Body Collection, inspired by the beautiful beaches in Bora Bora, features a blend of moisturizing tropical oils combined with white sand exclusively from Bora-Bora and Tahitian coconut shell powder. Extracts of hibiscus, orchid and tiare flower blended with nuances of Tahitian vanilla and island coconut milk to create a tropical spa escape for the senses. Products range from Bora-Bora Beach Body Scrub, Bora-Bora Beach Moisture Gel and Bora-Bora Beach Shimmer Glow.

For McKenna Labs, there are big differences in the ingredients customers are looking for. Five to 10 years ago, AHA’s were the most requested ingredients, whereas today customers are clamoring for peptides, copper and skin hydrators such as Aquaxyl, offered by Seppic. Natural and organic ingredients are being requested more frequently, as are products for men and products marketed to teens.

“The ingredients we used five years ago were more mainstream than the ingredients used today,” said Gill. “With the advent of new, more natural chemical processes and innovative botanicals, we are able to create products that can actually effect long-lasting skin changes.” Changes in the market are the result of pressures from consumers coupled with the driving force of the industry to make ordinary products more effective.

Staying Fresh

Making products that do what they say they’ll do is an ongoing challenge for marketers. The constant consumer desire for newness is another faced by all industry marketers and manufacturers. And, according to Gill, spa product developers are not exempt. “The never-ending challenge of spa marketers is to keep their ideas fresh,” he said. “Trying to market yesterday’s news will rarely work despite any price structure. In order to be successful, marketers must keep their products on the forefront of innovation.”