Dayspa

AUG 2019

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

Issue link: https://dayspamagazine.epubxp.com/i/1147060

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It happens all too often: After working serious service magic, an esthetician lovingly curates an at-home regimen, only to watch as the client takes all of that expert advice and starts tapping away on her phone. The practice of examining products in a store only to later seek the lowest price online is called "showrooming," and it's been going on since the dawn of e-commerce, says Amy Gill, marketing manager of Ready Care Industries. So how can a spa end that cycle? By selling products under its own private label, of course. According to Gill, not only does private label grant your spa pricing control and exclusivity (i.e., items that can't be found or sold elsewhere) but it also extends your brand. "Guests are reminded of your spa every time they use your branded retail item, making them more likely to return," she notes. But it's not enough to just slap your logo on some pretty bottles. Success requires marketing savvy, retail savoir-faire and plenty of old-fashioned R&D. To fi nd out more about the art and science of private label products, we checked in with veteran manufacturers, who offered their best advice and strategies for success. 68 @dayspamagazine • August 2019 Maximize your spa's profi tability with your own proprietar y skincare line. by KATIE O'REILLY AFFAIR A Private © GETTY IMAGES

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