SEP 2018

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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Page 77 of 92 • september 2018 • [ 75 ] Making Scents As you may have guessed, creating a scent marketing plan involves more than sticking a lavender air freshener in the corner. You're not just selling services— you're selling a feeling, a mood and your spa's "story." So, is your business more Japanese minimalist and modern? Does it evoke gold-dipped Beverly Hills glamour? Or is it about invigorating mountain air in a clean, organic setting? Scent marketing companies take these considerations and more into account when developing an individualized agenda. "We dive into a spa's history, architecture, decor, geographic area and customer demographics before making suggestions," says Abassi. After a comprehensive consultation, clients select one of more than 90 blends—or, Abassi can design a signature scent. Many clients do seek to customize the options. "We didn't want a classic citrus, lavender or eucalyptus—we wanted a water-inspired, contemporary aroma that was clean, airy and bright," says Rachel Knapp, executive director of spa and fi tness at MGM National Harbor in Oxon Hill, Maryland. Working with ScentAir, the spa arrived at a signature blend of spicy orange, pear, apple blossom and ginger with an undertone of ylang-ylang. "Ours is a Tuscan orange because we didn't want clients to feel too energized, like they might with a straight citrus," explains Knapp. "We want them © GETTY IMAGES inspire clients to linger, helping reinforce their connection to your brand, and some even promote a feeling of spaciousness so the spa seems bigger than it is. "It's really like a menu: You decide what your goals are, and we work with you to create a program that drives brand loyalty," says Abassi. to have a sense of delight and connection when they come into the spa." Believe it or not, certain scents can also be based on specifi c business goals. "There's one that prompts focus and decision-making, which you might want to drive business in a retail area," notes Abassi, adding that other aromas might

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