Beauty & Wellbeing

The best festive launches to boost your spa’s retail performance

By Mark Smith

By Mark Smith

24 November 2020


The festive period accounts for a substantial part of any spa’s revenue and after a challenging 2020, retail sales this winter will prove crucial to the bottom line of many businesses.

Traditional candles and collections of body and skincare products will be complemented by a range of new wellbeing and self-care gifts, all expected to be popular with customers as the Covid-19 pandemic continues.

While in-store events remain restricted, online promotions and the sale of spa vouchers can provide additional revenue opportunities to encourage customers into spas during quieter months in the New Year.

To help spas capitalise on this important annual retail period, European Spa highlights the latest launches and talks to some of the industry’s leading experts to find out how to boost revenue during the festive season.

[comfort zone] – Caring is Giving

Inspired by the beauty of touch, [comfort zone] presents a range of body and skincare products and a new seasonal reed diffuser. The Sublime Skin Kit provides intensive anti-ageing treatments. The gift boxes are fully CO2-neutral, made from recycled paper and feature a modern design with hands joining together in blossoming nature.

“Christmas is a time when sustainable packaging can make a difference more than ever. As product manufacturers it is our responsibility to incorporate eco-design. We have expressed this through beautifully crafted packaging that uses recycled paper and is also reusable.”

Barbara Gavazzoli

Director of communications and education [comfort zone] and Skin Regimen

Dermalogica’s festive offering includes mini travel kits and curated collections of hero products including ‘Your Brightest Glow Yet’, which combines BioLumin-C Serum and BioLumin-C Eye Serum. Makerie Studio paper artist Julie Wilkinson has created paper art installations of botanical ingredients for each of Dermalogica’s gift sets.

“Some companies will add extra value to their kits, so know the prices of products as well as the added value and saving offered to the customer. Clients are looking for satisfaction, so talk about value when comparing the basic product to the product in the Christmas kit.”

Angela Joseph

Sales training manager, Dermalogica

A seasonal Mediterranean collection offering high-performance skincare and enhanced wellbeing with products ranging from candles and diffusers to spa and travel sets. Absolute Truffle, which features Temple Spa’s Trufflesque collection, is the premium gift in the range.
Its packaging has been created in collaboration with renowned author, tree photographer and forest scientist Dr Gabriel Hemery, who provides a contemporary take on woodland scenes.

“Spas will need to ensure they have an attractive selection of price points for gifts, be creative in suggesting ideas and provide a compelling story to dip into during this time when consumers seek escapism.”

Sarah Ronchetti

Head of spa, Temple Spa

Aiming to relax and invigorate body, skin and mind, Elemental Herbology’s seasonal selection offers hero product gift sets such as Wood Rejuvenate Body Duo, which includes the new Lemongrass and Nutmeg Body Wash and Body Cream. The range is themed around wood, water and metal elements and offers a skincare tree hanger.

“Christmas gift boxes give customers the unique opportunity to buy a curated selection of beautiful products in special gift sets at a considerably lower price. Buying them separately would cost much more, therefore it is important to encourage purchasing.”

Carolyne Beck

General manager, Elemental Herbology

A capsule selection of Germaine de Capuccini’s best-selling products includes Timexpert Rides, Timexpert SRNS, Timexpert C+ (A.G.E.) and Excel Therapy O2 with a complimentary Timexpert SRNS Illuminating Detox Eye Cream. Unique ingredients and high-tech anti-ageing formulations deliver effective results in beautifully presented gift boxes for spas and consumers.

“Now is the time to do things differently. Offer consultations via Zoom, doorstep deliveries and make regular social media posts. Prepare videos offering product application tips or to showcase gifts. Your clients will love seeing you.”

Clare Dickens

Managing director, Totally UK, distributor of Germaine de Capuccini

OPI has collaborated with Swarovski on a variety of seasonal gifts to add a touch of sparkle and shine for festive nails this season. OPI X Swarovski Infinite Shine Trio includes three nail colours and 30 Swarovski crystals. Salon-only promotional sets, nail art, retail Advent calendars and mini-crackers ensure that spas and consumers are perfectly catered for.

“Take away gift-wrapping hassles for your customers by having your festive gift sets wrapped beautifully in stylish paper. Not only will this help them out, you’ll also have an instant display of festive cheer.”

Elodie Ferchaud

Head of OPI, UK & Ireland

Hero products take centre stage with Pro-Collagen, Superfood and Peptide 24/7 targeting the face in festive collections for a ‘spa at home’ experience. Pro-Collagen Stars of the Show presents the top-selling products from the range. Retail favourites are collated into value-added gifting collections for men and women. New baubles for the Christmas tree are a new addition for Christmas 2020.

“Spas should consider creating a special treatment for a limited time only. This is the ideal opportunity to create a sense of theatre to replace the traditional Christmas shopping events if Covid-19 restrictions are still in place.”

Noella Gabriel

Co-founder & global president, Elemis

Connecting mind, body and soul, Aromatherapy Associates curates elegant wellness gifts from bath and shower oil tree hangers to fully immersive self-care sets such as Moments to Treasure. The brand offers the chance to celebrate an individual moment of stillness and wellness through the power of aromatherapy to reset, rebalance and recharge. A special focus is placed on sleep and grounding.

“More than ever before we all need to take a moment for our wellbeing. While it may have been hard to show people you care while you’ve been apart, now you can share the most precious gift of all: the wellbeing of those you love and care for.”

Anna Teal CEO

Aromatherapy Associates

Marine-based tree hangers, Christmas crackers, skincare gift sets and a reed diffuser are presented in gold, white and deep sea-green packaging. The premier set includes Prodige des Océans serum and cream. Inspired by marine flowers, this collection is printed with a water-based satin varnish on non-metallised paper from sustainably managed forests.

“Spas should ensure they have a wide selection of gifts for the whole family ordered early so customers have their pick of the selection. Leaving it too late means that popular items may sell out.”

Judith Emslie

Marketing manager, Thalgo UK

Inspired by human connection and the power of touch, Voya presents a series of wellbeing skin and lifestyle collections for every occasion, including stocking fillers. Using recycled and reusable packaging, an elegant seaweed design presents a contemporary look. The Home Spa Retreat is a curated set of products to promote wellness at home.

“We are mindful that Christmas 2020 will be very different to previous years. We believe that seasonal purchases will be an extension of care-giving, a restoration of lost connections to others and a reminder of the powerful healing properties of human touch.”

Mark Walton

Co-founder and CEO, Voya

New gift sets are accompanied by elegant packaging to provide added value from the brand’s hero collections: Diamond Extreme, Essential Shock and Inhibit Tensolift. Advanced anti-ageing with high-tech ingredients to target lines and wrinkles for the face, eyes and lips.

“Clients will be looking to treat themselves and their loved ones after a difficult year so products that put relaxation and escapism at the top of the agenda – and that also make them look and feel great – will be winners this season.”

Ian Mackie

Managing director, UK & Ireland, Natura Bissé

ESPA pays homage to a slower pace of life and an appreciation for the little things; connecting with loved ones, a greater affinity with nature, and finding new ways to create a homely atmosphere. With candles, reed diffusers and a variety of products, The Complete Retreat Collection contains hero skin, body and scalp care for an at-home spa ritual. Inspired by ESPA’s renowned spas and treatments, the collection offers new ways to create a wellbeing retreat in the home with its range of nurturing, healing and skin cocooning products.

“Christmas provides an opportunity to truly reconnect with our consumers through digital media and online experiences. Strengthen spa client engagement across your digital platforms, bringing teams on to social channels to deliver festive messages about your offering.”

Gemma Bosanko

Head of digital, ESPA

Gerrard International – Christmas 2020

Elegant gift sets for skincare, make-up, nails and the body are at the heart of the gifting options from Gerrard International. Choose a selection of sets from Beauty Lab, Mii Cosmetics, Jessica Nails and Spongellé. Gifts with added value and impulse purchase options offer a wide choice for customers at all retail points.

“Christmas is an ideal time to increase revenue from impulse purchases as people want to buy gifts and also look good for the festive season, so consider every client as an impulse buyer.”

Susan Gerrard

Chairman, Gerrard International


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