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.

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Spas interested in private labeling body care ought to come up with a few different formulations, so that the products appeal to as many guests as possible. Gill recommends providing three aromas that target different preferences. "Offer a fresh, a fl oral and a tropical scent, or something that represents your location," she advises. "Add branded candles, lip balms and body brushes to complete body care offerings." Perfectly Presented Appealing design is a key driver of sales. However, just as you wouldn't go to an accountant for a car tune-up, you must be mindful of what's in your wheelhouse— remember that most private label companies employ in-house graphic designers. "People today are drawn to really simple, ecological packaging," opines Hutson. "It should be as sustainable as the ingredients clients are putting on their faces and bodies." Vranicic agrees that less is more when it comes to product design. "We get people wanting shells, beaches, suns and moons to symbolize all the various facets of their spa, but in the end, clean and simple packaging performs best," he says. Once your products are sitting pretty on your shelves, you're ready to introduce them to guests. Vranicic suggests bundling new items with popular services, which will also "deepen clients' relationships with practitioners," he notes. If your branded skin care is already well established among your clientele, consider promotions like gift offers or BOGO deals. "These are great ways for guests to try new products, as well as build trust and loyalty; they feel that they're receiving value and good pricing," says Nord. Another way you can ensure clients see your private label line is by prominently displaying it in locker rooms and lounges, packaging items as group gifts, and providing testers and explanatory table cards in your retail area, says Gill. "Be bold when featuring your brand! Choose complementary packaging and place products in high-volume areas, in addition to point-of-purchase spots near the register," she advises, noting that product bundles can also be used as incentives to book treatments—especially ones that incorporate your own line. Remember that word of mouth is crucial: At-home upkeep (via your proprietary skin care) will help them retain results that potential clientele will notice. "These customers are now walking testimonies and advertisements for your spa, especially to their friends and family," points out Smetona. Avoiding Pitfalls As mentioned, creating your own formula can be a costly endeavor, with potentially long lead times and high-volume minimums. It can feel overwhelming, so take advantage of companies' in-house graphic design teams, formulation consultations, staff trainings and anything else they may offer in order to streamline the process. "Having experts on your side will cut your lead times, costs and minimums, which will allow you to launch your brand in a timely, effective manner," says Gill. Finally, make sure spa-goers associate your brand with luxury by following the golden rule of private label: "Never refer to it as private label in front of clients," warns Vranicic. "The term seems to be synonymous with lower-quality, generic products, even though a lot of big-name industry brands actually started out as private label." So stick to your spa's brand name, and get your staff on board; make sure everyone understands the private label learning curve—that you're working with a manufacturer rather than a distributor or vendor. "Look at it this way: If you're selling someone else's brand, you're growing their company," says Vranicic. "When you sell your products, you're growing your own." u A PRIVATE AFFAIR © GETTY IMAGES Thinking about upgrading your shelves? Peruse these private label manufacturers to put together the perfect proprietary products. CBD Best Oil CBI Laboratories Colorlab Private Label Lady Burd Luxury Wellness International PRIVATE LABEL PROVIDERS 70 @dayspamagazine ¥ August 2019 Naturich Labs NF Skin Ready Care Industries RevealU Skincare Universal Companies Vitelle

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