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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MARKETING SAVVY 70 DAYSPA | APRIL 2016 animal testing" claim from its packaging because of stringent EU restrictions regarding the use of this terminology. Instead, the Jane Iredale brand now uses the internationally recognized Leaping Bunny certifi ca- tion, "which serves as an excellent alternative through which to express our commitment to no animal test- ing," says Iredale. PITCHING AND PROMOTING If spa owners sense that their clients may be interested in learning more about cruelty-free brands, how should they broach the subject? Obviously, ranting about ani- mals suffering during experiments isn't the ideal strat- egy for a business that's trying to create a comfortable, relaxing atmosphere. Star reports that when the topic is handled warmly and knowledgably, her clients are extremely receptive to cruelty-free products. "It's not necessarily something they think about from day to day," she explains. "They're thankful that we as pro- fessionals can provide them with this information. We make it easy for them to make better choices." Pink knows just how crucial these conversations between spa and salon staffers and clients are for its products' success. That's why SpaRitual enlists over 100 ambassadors to travel the country and train ven- dors on how to discuss vegan and cruelty-free issues in a compassionate, rather than pushy, way. Although plenty of spas send customers home looking and feel- ing better, if they can also send them home with a new product that makes them feel more socially respon- sible—this is an added value that will result in repeat visits and purchases. Many experts agree that embedding cruelty-free into your brand and discussing it face to face with customers is the best promotion of all. But Lisa Sykes, regulatory affairs and sustainability manager at Uni- versal Companies and co-chair of the GSN's Personal Care Committee, also sees potential in social media. After all, today's consumer is accustomed to reading © GETTY IMAGES

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