“Women use an average of 12 products on their skin every morning just to get ready for work.” Dori Soukup shared that wisdom at last week’s panel on spa residential living when someone asked her whether enough products would be sold if a spa were not open to the general public but only to members and their guests. I thought that was an inflated number – until I examined my own morning regime. Dori, who has managed a variety of retail outlets in residential communities as executive vice-president of marketing for Pevonia Botanica, assured the questioner that not only do spas boost real estate sales but they also can be revenue producers.
This morning I counted the products I used: body wash, shampoo, hair fortifier, hair conditioner, body lotion, face cleanser, toner, moisturizer, eye cream, foundation, and hand cream. That doesn’t even count eye shadow, eye liner, mascara, blush, two kinds of lip liner, lipstick, lip gloss (ok, I have lip issues), and a moisture spray to “set” the makeup.
It’s becoming clearer to me how spas can have sales targets of 40% product revenue, improving the industry average of approximately 20%. I’m certainly helping some of their bottom lines.
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