Increasing Sales with Natural & Organic Brands
Gabe Cameron, Staff Writer, Universal Companies
Over the last decade, consumer awareness has led to a shift in how we perceive the products that we use in our daily routines. While those of us in the spa and wellness industry are incredibly familiar with the concept of "cleaner" personal care products, a flow of new information is causing interest to boom. According to recent market research, the natural cosmetics market experienced substantial growth during the last few years, and is expected to reach over $54 million by 2027.
As the Internet has gifted the average consumer with a considerable amount of new information, it has also affected how they view, browse, and experience new products or brands. This increase in knowledge of ingredients and business practices has made them much more conscious of what they're putting in and on their bodies. Due to a negative perception of synthetic chemicals, your clients now view natural or organic products as "safer" for their skin and body.
The good news is that spa clients are still always looking for better options. For brands looking to branch into new markets or take advantage of this renaissance in natural and organic personal care, this is the perfect time to start. According to Forbes, "Consumers...are on a journey of exploration. They are enjoying new products and finding new brands. This is part of a larger generational shift of younger consumers rejecting the large brands their parents preferred and seeking out locally-made, artisanal, natural products in all consumer categories." Research shows us that millennials are much more likely to search for natural products than previous generations.
Many shoppers are now simply looking for transparency, and they respect brands that are open about their ingredients, manufacturing process, and sustainability initiatives. For those of your clients that are afraid to switch because the possibility of losing out on effectiveness, make sure to give them the updated info. Just because a product is natural, doesn't mean that it's less likely to work as well as something synthetic. For more information, check out our article on natural skin care efficacy.
To help you benefit from this growing trend, we've put together some tips and product recommendations for how you can better utilize natural and organic brands in the spa to boost revenue.
Rethinking Makeup
In our industry, it's easy to lose sight of the importance of our beauty and cosmetic products when we shift most of our focus to our spa services and treatments. However, the market for cleaner beauty products is bigger than ever before. Searches for natural makeup have increased year after year.
Due to the lack of oversight when it comes to personal care items, many cosmetics available today still contain ingredients—like benzene, heavy metals, and formaldehyde—that have been deemed by the International Agency for Research on Cancer (IARC) as carcinogenic and endocrine disrupting, which is extremely alarming for consumers.
Many clients are also becoming increasingly concerned about the negative effects that their products have on the environment. Because of this, a growing number of organizations have been created in the search for safer makeup and cosmetics, including the Safe Makeup Project and the Campaign for Safe Cosmetics (which participated in an Al Jazeera piece about the synthetic chemicals often found in traditional makeup products).
If you're looking for a brand to add to your retail space or service menu, check out Couleur Caramel®. The #1 organic makeup brand in France, Couleur Caramel is a natural, organic makeup brand that offers effectiveness without the harmful ingredients or practices that can sometimes accompany large brands. There's an increasing demand for organic products across the globe, so featuring organic brands in your spa is essential to reaching this market.
From the Treatment Table to the Locker Room
Now that you've decided to increase your ROI by featuring more natural products, you're probably trying to figure out how you can best incorporate these into your treatments or retail. The idea of juggling several different brands at once is enough to make anyone's head spin.
This is why we recommend utilizing a brand like Moor Spa®. With over 25 years of experience, Moor Spa products are developed by pioneers in natural spa essentials. Their expertise lies in creating 100% natural products that also deliver exceptional results. All Moor Spa skin, bath, and body care formulations contain highly effective deep moor essence—rich in trace minerals and organic substances—combined with a range of potent, active, natural ingredients.
All of their products are CertClean certified, meaning that they're made without synthetic chemicals that may compromise our health. It's also been rated as one of the safest product lines in the spa industry by one of the leading consumer product safety organizations in North America.
Moor Spa provides an easy opportunity to infuse your skin, bath, and body treatments with clean, natural formulations. They offer a variety of spa essentials that can be added to your skin care or bath and body services. They also carry a variety of products that are specifically tailored to the spa locker room or your male clients. Check out the Moor Spa brand page for turnkey resources, including marketing materials and protocols, that you can use throughout your spa.
It's important to rework your massage services as well! For massage treatments, we recommend brands like:
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Pure-ssage™
- Thoughtfully created for therapist and client, Pure-ssage offers clean formulations within a broad range of massage products to meet the performance needs of any modality. All blends are unscented so you may create customizable, enhanced services with essential oils and exfoliants.
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Sacred Earth Botanicals
- Sacred Earth provides a line of professional massage therapy products with a focus on certified organic ingredients, environmentally friendly packaging, and sustainable business practices. All products are certified organic and vegan.
As the market changes, it's crucial that we're able to change with it. However you decide to bring cleaner products into your spa, you're sure to see a steady increase in interest from your clients.
Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with the American Spa Magazine Professional's Choice Award, Favorite Distributor of the Year for many consecutive years. (Thank you!)