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Skin Inc. magazine's First Annual Best of the Best Awards
By: Cathy Christensen
Posted: June 9, 2008, from the December 2006 issue of Skin Inc. magazine.
Created to honor the industry’s finest in spa business practices and innovative products, the Best of the Best Awards are divided into two categories—Industry and Supplier.
The Industry categories are business-driven and were judged by a neutral panel of industry experts. The Supplier categories are reader-driven, and all nominations were submitted by Skin Inc. magazine readers online via www.SkinInc.com. By using our neutral judging system and candid reader entries, the Best of the Best Awards is the most unbiased, most prestigious honor given in the field today.
The judges were very impressed by all the entries that were submitted for the awards this year and had a very difficult time choosing the winners in each category. In fact, because of this and some similarly popular products, a tie took place in both an Industry and a Supplier category. Without further ado, the winners are …
Best Marketing Campaign: Spa Gregorie's, Newport Beach, CA
In the awards’ most popular category, Spa Gregorie’s stood out by providing examples of three different successful and unique marketing strategies used throughout the year: leverage marketing, cause marketing and marketing to trends.
Beauty and the Bistro. This leverage marketing campaign married the facility’s spa experience with a delightful dining opportunity at a nearby popular French restaurant called Rouge Bistro. The package included a 60-minute massage, a champagne lunch, and all taxes and gratuities at a discounted rate. It was marketed through the use of a variety of traditional methods, as well as unique ones, such as an event during which the wives of local Marines who recently were deployed to Iraq received the packages. From this outreach effort, Spa Gregorie’s received an official proclamation from the city of Newport Beach. The results of this effort included significant profit, extensive press coverage and ensured visibility to diners at Rouge Bistro.