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As hoped for, 2010 has shown signs of recovery in the global market for professional skin care products. With the economy on track towards a rebound after the recession, manufacturers and distributors of professional skin care are exerting a tremendous amount of energy to lure customers back for expensive skin treatments and product purchases. These efforts are visible through heightened levels of product activity featuring advanced research and development formulas, as well as more extensive promotional support. Special offers for consumers ranging from extra value promotions, seasonal treatments and creative pricing, have become the new norm in the industry.
According to Professional Skin Care 2010 Global Series: Market Analysis and Opportunities, a newly released series of regional reports from Kline and Company, consumers in both the United States and Europe still have tight purse strings; however, they are willing to stretch and spend extra on products that can bring about visible improvement. As a result, more consumers are now coming back to professional skin care products and have increased the frequency of their visits to outlets including spas, beauty institutes and doctor’s offices.
In order to draw customers through their doors, spas, beauty institutes and other dispensers of professional skin care products, have engaged in extensive promotional activity. One approach to increasing consumer traffic and encouraging repeat visits has been to offer savings on treatments through membership cards, discounts and value packages. Some outlets have also introduced express packages at lower prices for a variety of services. However, the importance of each service type varies by channel. Massage is the leading service performed in spas, while facials are the No. 1 service in beauty institutes. The high proportion of facial treatments is due to the fact that, as consumers save, they focus their available spending on what they regard as essential and facial care is at the top of their list.
The spas channel is one of the most progressive channels in the European professional skin care market, and is characterized by the rapid adoption of new ideas in response to consumer needs. Although spas face increasing competition from beauty institutes, spa operators are constantly seeking new ways to provide the most unique services at attractive prices. Spa owners also tend to opt for professional skin care brands that offer the best package to their partners in terms of benefits; these include free samples, marketing material and complimentary training.
To stand out among the competition, some spas have come up with creative seasonal offers that utilize suitable products that tackle ailments particularly associated with specific times of the year. Products that help maintain skin moisturized in cold winter months or keep skin radiant in the summer, are often enhanced with fragrances that underline the atmosphere of the season. Recently, Sothys has introduced two limited-edition in-spa treatments with the use of seasonal scented products: a massage cream with rhubarb and raspberry, as well as a vanilla and caramel line with a massage cream, vanilla face mask, and caramel scented body emulsion.