BW Confidential - Issue #7 - July/September 2011 - (Page 32)

Wellness Spas & wellness Change in motion The spa industry has been trumpeting the wellness message over mere pampering for several years, but recent initiatives show that this may now be moving beyond marketing speak by Alissa Demorest I n effort to offer more than just pampering and add value to its services, spas have started to talk more about wellness and health in the past few years. The problem is that the word ‘wellness’ is already overused and has no clear meaning for either consumers or spa professionals. The interest in conveying a wellness message rather than mere pampering is easy to understand. With consumers watching their purse strings more than in “ Advertising is often about pampering, but we need to change the message to say: ‘you can spend money now on prevention, or spend it later on sickness’ credit: istock Contento Marketing Group principal Nancy Griffin the past, spas are finding that their clients are reluctant to spend on pampering, but are more willing to invest in their health through spa-based therapies. “Advertising is often about pampering, but we need to change the message to say: ‘you can spend money now on prevention, or spend it later on sickness’,” argues US-based consultancy Contento Marketing Group principal Nancy Griffin. Most spas now make some sort of wellness or health benefit claim, but these 32 ” are often more marketing ploy than hard facts. “Some spa leaders are pushing a little too hard on wellness to gain market share and if you push too hard, you are going to see resistance. There needs to be a slow, consistent approach to bringing spa and wellness together,” one industry analyst recently told BW Confidential. Tools for wellness Organizers of the annual Global Spa Summit (GSS), held in April this year sought to provide more clarity to the idea of wellness with the unveiling of an online “wellness portal,” www.spaevidence.com. The platform is funded by GSS corporate sponsors and the idea is to educate spas and consumers on wellness therapies. The website provides access to a panel of medical studies and evaluates more than 20 therapies that can be offered in spas, such as massage and acupuncture (see box). “The spa has always been a touchy-feely [concept] that no one has been able to substantiate. The creation of this portal is the first time that the industry will get traction through evidence-based studies on the treatments being offered—it’s going to force the spa industry to grow up,” comments US-based consulting company Wuttke Group principal Mark Wuttke. Susie Ellis, president of Spa Finder Inc and one of the portal’s founders, adds that the tool will provide evidence, which she believes was the “missing piece of the equation”. She continues: “The consumer is asking more questions and there is a need for greater transparency. Through this portal we wanted to create something that would be July-September 2011 - N°7 - BW Confidential http://www.spaevidence.com

Table of Contents for the Digital Edition of BW Confidential - Issue #7 - July/September 2011

Cover
Comment
Contents
Update
- Brand & retail news recap
- Companies on the move
Take note
- Market facts, figures & trends
Best of BW
- Highlights from our e-publication
Launches
- The latest in fragrance, skincare & make-up
Interview
- Chalhoub Group co-ceo - Patrick Chalhoub
Insight: Haircare
- Category overview
- Prestige retailing
- The latest trends
Wellness
- Wellness & spas
- Spa case studies
Retail
- New store concepts
Market watch: US
- Analysis: Market overview
- Department stores
- Sephora
- Drugstores
Radar
- Six up-and-coming beauty brands
Packaging
- Make-up market analysis
- Make-up trends
Last word
- G-group managing partner Judy Galloway

BW Confidential - Issue #7 - July/September 2011