Dayspa

APR 2016

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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dayspamagazine.com/freeinfo dayspamagazine.com | APRIL 2016 71 and sharing activist ideas on the internet, so a stra- tegic post with a cute animal photo mentioning your business's cruelty-free products could go a long way toward attracting new clients. In the same vein, SpaRitual is currently working on a video campaign in conjunction with The Gentle Barn, a sanctuary in Santa Clarita, California, that rehabili- tates severely abused animals. It's a smart collaboration that not only gets people thinking more about the suf- fering surrounding animal testing, but also illustrates that SpaRitual's commitment to animals is far more than a sales gimmick. CRUELTY-FREE—AT WHAT COST? In a 2015 Nielsen poll about consumer packaging, "not tested on animals" ranked as the most important factor, with 57% of respondents saying this was their main cri- terion when choosing a product. However, only 43% of respondents said they would be willing to pay more for products that aren't tested on animals. Clearly, there's an elephant—or, in this case, a bunny—in the room. Star concedes that she spends more than other salon owners on cruelty-free products because of their typi- cally higher price tags, and attributes much of that cost to the natural, non-toxic ingredients contained in the products. However, Sykes believes that prices are drop- ping and will continue to do so as cruelty-free products become more commonplace. She points to a number of inexpensive household brands certifi ed as cruelty-free. Some spa and salon owners worry that a shift to cruelty-free would limit their product choice, but thanks to consumer pressure, that's no longer the case. "More companies are moving toward cruelty-free, not away from it," notes Sykes. Star agrees that the number of available cruelty-free choices has recently multiplied. She recommends that spa owners test these products themselves, and make small changes to their offerings, one line at a time, rather than overhaul their entire inventories. Interestingly, Star's biggest obstacle comes from cli- ents who are skeptical that cruelty-free products will actually work. "The minute you start talking about cruelty-free, people think they're going to have to make some kind of compromise," she says. "But you don't have to compromise results to have products that are kinder to animals." Kevin Mathews is a freelance writer based in Los Angeles. Ultimate Age Defying Treatment t im a t e Age Defying T r e a t m e Where Science Supports Beauty Formulated Exclusively By BioFrance Lab Los Angeles Ca. 90037 www.biofrancelab.com

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