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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.
page 5 of 7
Lee emphasizes the importance of a line’s design. “We also help in the design and packaging process, as the marriage of visual packaging and content formulation are extremely vital to the success and growth of a business,” he says.
Fitzpatrick explains the design process is customized according to her clients’ personal specifications—it can include a complete comprehensive and customized package, or the unique option to only partially customize a line for those who may not have the need for a complete custom line.
Come prepared. Lee takes a consultative approach in creating a custom line for spas, but that means that spa owners need to know exactly what they are looking for. “For spa owners, my absolute first suggestion is to research what specific ingredients in products and treatments that they would like to incorporate in their facilities. A general overview of what they want—‘I want a brightening and anti-aging product’—is not the most conducive statement to ensure that the spa will receive the best product for their clients. We don’t go to a salon and state: ‘I want a short haircut;’ rather, we inform the stylist of how we want our hair to be cut, what length, if we want colors or modifications, and will even bring in a picture of the desired result,” explains Lee.
TIP: Ask the private label company if they are willing to provide contact information of some of their top accounts. Although they may not be able to due to confidentially agreements, if you are able to speak with other spas who have worked with the company, you will get a first-hand idea of whether the company is right for you.
Lee also suggests that spa owners financially budget ahead of time, based on the type of products they care to introduce into their skin care facility—and to be realistic of the quality they should expect to receive with their cost expectation.
“What you put in that bottle is a representation of who you are—so you need to know who you are. Be aware of all the elements that make you, you. Is it your location, your association with a hotel or health club, an indigenous plant that grows near you, a history that you are honoring? All of these things will make a huge difference, and while we do a great deal of research for our spas, the more information they bring us, the better,” explains Sommer.