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Spas Get Serious: Wellness

By: Sara Mason
Posted: June 9, 2008, from the June 2008 issue of GCI Magazine.

page 6 of 10

Cutting-edge ingredients may not be enough. It’s important to put science behind your line to set it apart from the rest. Will it get results? Not only does it matter what’s in your bottle, but also where the ingredients come from and how they’ll affect the environment. Niche products are key, too. Why should a spa or medical office carry your line? They want to know what makes you different.

“Don’t be shy,” adds Matheson. “But be honest.” Marketers must represent themselves and communicate their message accurately. Consumers are savvy, but they are also unforgiving, and word today travels fast and furious.

Beauty Paradox

Environmental awareness is indeed at the forefront of today’s marketplace, and consumers are buying natural, organic and recyclable products, especially in the spa. The spa community’s commitment to the environment is not a passing phase. On-site organic gardens; products made from locally grown fruits, vegetables, herbs and plants; mineral makeup; and green building tactics are just a few of the ways that spa professionals are showing their commitment to the earth. To set themselves apart, spas also are evoking regional traditions and landscapes, such as blueberry body scrubs in Maine and papaya and honey lime wraps in Mexico. Indigenous treatments, eco-friendly products and at-home spa trends suggest a bright future for ingredients that deliver.

Yet, there is a “beauty paradox” taking place. Women want what’s best for their planet … and for their skin. “The beauty paradox is exemplified by women who use only organic products but drive an SUV,” says Nancy Trent, president, Trent & Company. “There’s a lack of consistency, but it is a beautiful consistency for the modern world.”