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A Conversation: Aligning Brand Messages with Specialty Categories, Retail Needs

By: Elaine Sauer
Posted: July 10, 2013, from the July 2013 issue of GCI Magazine.

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Q: Why is it important to you to maintain and expand your partnerships in spas?

A: Our authentic heritage is spa. Our founders were committed to spa. The beauty of our products is the ritual, the experience of the natural scent, the texture of the products, the beauty in knowing that our products are the best of nature and science—and the touch of the esthetician is elemental in this journey.

Being a sophisticated luxury skin care brand, Jurlique naturally fits in the spa arena, where there is a more sophisticated, high-end consumer. Our focus is wellness, and this can be experienced at a hotel or resort spa and day spa. We look for partners that are focused on providing the best service, an experience and that embrace the Jurlique ritual so that we can influence as many people as possible on the healing power of nature.

Q: Does Jurlique have to change its packaging or marketing messaging at all for this channel? What’s plan to keep the momentum moving forward?

A: The beauty of our products is that they speak for themselves. The sensorial nature of our products is accessible by consumers in all channels. Our use of natural ingredients helps to tell our story. We strive to clinically test product formulations to validate the efficacy. Clinical tests are important to us, [as] they not only help to tell the consumer our promise but they also reinforce [our brand position]. Our biggest opportunity is to increase awareness—we invest heavily in national advertising, mainly [via] major beauty, travel and lifestyle publications for the consumer and a couple of key trade publications. We also have significant media [presence] through extensive PR and social media. We also participate in trade show events and boutique networking events.

Q: Has Jurlique changed how it speaks to consumers about the brand and its products?

A: Our voice is authentic because our products are authentic; we strive to be 95% natural, therefore it is important to us that we speak in real terms that consumers can relate to. Our goal is to educate people that natural is effective.

Our proprietary Bio-Intrinsic process, which is an artisanal approach backed by generations of research and development, utilizes the entire plant to draw out potent elements present in our botanicals. We know it’s impossible to manufacture pure skin care, and that’s why we grow it instead.

*Certified biodynamic by the National Association of Sustainable Agriculture, Australia. Jurlique’s products and farm are not certified biodynamic by Demeter in the United States.

Elaine Sauer is a licensed esthetician, CIDESCO diplomat, and a spa and beauty industry expert with vast experience in sales, training and operational management. She has worked with companies including Salon Systems, Murad and Red Door Spa Holdings, and she can be reached at esauer2011@gmail.com.