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Bringing Humanitarian Efforts to the Spa

By: Jeannette and Randy Kravitz
Posted: June 28, 2010, from the July 2010 issue of Skin Inc. magazine.
tree made of hands

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Luxury

  • Luxury brands are no longer important to affluent purchasers, or even relevant; neither is overall social status.3
  • Economy and environment are top-of-mind when making purchase decisions.3
  • Luxury consumers are avoiding conspicuous consumption in favor of brands that represent quality, aesthetics, authenticity, uniqueness and integrity.3
  • Design and performance represent today’s prestige for high-end consumers.3

Brands

  • A brand does not have to be expensive to attract customers.3
  • Consumers are demanding a new and different kind of relationship from brands.3
  • Consumers are seeking brand interaction based on integrity, authenticity and performance.3

According to the LOHAS Trend Database, 78% of consumers agree that it is important for companies to not just be profitable, but to be mindful of their impact on the environment and society. Knowing this, consumers are 58% more likely to buy their products and services; 55% are more loyal to that company; 47% are more likely to talk to their family members and friends about that company; and 28% are less concerned with the price of their products.

Triple bottom line

The idea of the triple bottom line is quickly becoming the mantra of the socially and ecologically conscious world. Traditionally, most businesses operate to achieve a healthy profit as their single motivation for existing. Under the triple bottom line principle, socially responsible businesses operate to excel in the areas of people and human values; the planet and the environment; and profit. As consumer buying patterns change and incorporate the new consumerism, businesses have changed and adapted to meet the needs of consumers. The spa industry is no exception as spa owners and managers continue to find new ways to attract new clients, retain current clients, and motivate and retain staff.

Marketing social responsibility

Today more than ever, local spas have a great opportunity to appeal to this new consumerism by supporting local, national and international charities that mirror their beliefs and ideals, and reflect what appeals to their clients and community. This socially responsible connection gives businesses a unique relationship with potential and existing clients, but it’s the ongoing, consistent marketing and reinforcement of this connection that ultimately solidifies a growth in business and helps tap into the LOHAS consumer buying potential.