HydraFacial expands its successful pop-up concept

By Mark Smith

EMEA

By Mark Smith

23 June 2021

www.hydrafacialemea.com/corporate

Following the success of HydraFacial’s recent pop-up concept in the professional markets of London’s Marylebone and Dubai, the brand has a further pop-up at the spa at Sofitel London St James.

Enabling its partner businesses to work closely with the HydraFacial team on marketing and promotions – increasing footfall, new bookings and repeat custom – the experiential model aims to bring the brand’s patented technology to new audiences.

"With the pop up I have transformed an under-utilised area in the spa into a revenue generating space and created a community buzz overnight.”

Jaunita Quadros

Director of spa, Sofitel London St James

Operating Monday-Wednesday throughout June, the branded pop-up is situated in the hotel’s central atrium with three seated workstations creating a social space to engage and spark customer interest.

The spa also has a dedicated HydraFacial treatment room, ensuring maximum privacy for guests who prefer a more cocooned environment.

What is HydraFacial?

HydraFacial is a treatment that uses unique, patented technology to improve skin health through cleansing, extracting, hydrating and rejuvenating. Each treatment can be fully personalised to suit the client’s skin type and concerns, with a multitude of different result options, including calming, brightening, smoothing or firming.

Jaunita Quadros, director of spa at Sofitel London St James, told European Spa: “In the first week of launch, without much social media noise, I had five external guests call to book the treatment, and every day at the pop-up we sell at least five to eight courses.

“We are welcoming new guests to the spa and have widened our demographic, capturing higher spends and returning guests.”