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Is Private Label Right For Your Spa?
By: Kristen Wegrzyn
Posted: May 1, 2014, from the May 2014 issue of Skin Inc. magazine.
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Educational assistance just isn’t there with private label. Lee says that a common private-label tactic is to take a consultative approach when working with spas. This helps them create treatment protocols and provide as much information as possible about the ingredients in their line in order to effectively inform and educate their own spa clientele.
Alves adds that private labelers can often provide extensive product knowledge to the spas they work with. “This is valuable training that helps the staff sell the products that the spa has created. For larger accounts, [private label companies] can give on-site retail merchandising advice, as well as professional treatment training,” says Alves. “Protocols and sample sizes are [often] available to get spa clients interested in the line.”
Marketing support falls short with private label. “We take our clients’ projects from concept to fruition. The more our clients sell, the more we sell,” says Sommer. “From training materials to direct mail, we are 100% with our clients. It is important that they invest the time to promote themselves because it’s strengthening their own brand. If you are promoting a brand that’s also sold at the boutique right down the street, how is that promoting your own spa? Private label is not only a spa product, but also an aroma reminder and a little piece of you for your clients to take home with them,” she adds.
Alves says, in terms of marketing, a private label company should be able to provide spas with photographs of their line that can be used on the spa’s website, and create promotional fliers and information cards in-house. “Private label is full-service,” states Alves.
Private label formulations aren’t as advanced as their counterparts. “It really depends on which firm the client chooses,” says Lee. “Some will allow for customization and work with the client to formulate unique products and adjust formulations to match their specific target market and client needs. Others will merely sell off-the-shelf complete products and affix proper labeling specific to the client. How advanced and effective a product is will be essentially based on the client’s demand for quality and selection from the firm.”