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“Organic”, the word is everywhere and yes, it sells (for now). In most cases the organic claim is deceptive. While a product may contain an organic ingredient, such as organically grown lavender, this does not mean that the entire product is organic. Unfortunately, in most cases, so called “organic” products often contain chemical preservatives and other petrochemicals which are anything but organic. In some cases these products even contain ingredients research has shown can be quite harmful, even carcinogenic - such as propylene glycol; polyethylene glycol (PEG); mono/di or tri-ethanolamine (MEA, DEA or TEA), synthetic colours and fragrance. So how can the product manufacturer claim it to be organic?
 Currently, the cosmetics and skin care products industry is not regulated in the use of the term “organic” or “natural” on product labeling. Also, some ingredients that are regulated or even prohibited from use in other industries are not regulated or prohibited from use in the cosmetics/skin care industry. It is up to the consumer to educate themselves.
This raises an important question to be considered by spas: If repeat customer visits are based on the creation of trust and quality care, how does this confusion over product ingredients impact a spa’s ability to maintain that trust with their customers? The spa consumer is essentially placing their trust in the expertise and judgment of the spa professional. In turn, the spa professional is placing their trust in the product manufacturer.
The Straight Goods:
“Organic” does not necessarily mean the end product is either organic or natural because it is a blend of ingredients that in most cases are chemically derived. Why is this important? According to Natural Foods Merchandiser, organic personal care increased 21.1% to $537 million in 2006. Natural personal care grew by 18.4% during that same period. The consumer market sees a value in natural and organic care and will likely not be impressed with deception.
At Moor Spa, we have always had a commitment to integrity and wellness which has driven us to constantly evaluate our product ingredient selection. We have concluded that it is impossible to create a truly organic spa product line, but it is possible to create a 100% Natural Source spa product line with no petroleum derived or synthetic ingredients, nor artificial preservatives. It has taken several years to achieve this and we are very proud to state that Moor Spa is the only guaranteed 100% natural source spa product line in the world. What this means to you and your customers is that you can trust in the product, its claims and your customer can trust you.
The tool that we have decided to use to provide maximum trust in the natural status of our products is to include a personal guarantee from the company president in every boxed product. This assures the customer that the product is indeed 100% natural source. On the reverse of each guarantee is a list of ingredients which shows the natural source of that ingredient. This has been a hugely successful innovation that is a first in the industry.
Do you have a Unique Selling Proposition? Are you renowned for something that makes you stand out? Success in today’s marketplace is about upping your IQ – your Irresistibility Quotient – making your spa so irresistible it attracts and retains customers. Moor Spa has created not only a product line, but also 2 models which can maximize your Spa IQ:
The Life-Energy Centre™:
A natural evolution of the ‘spa’ concept, the Life-Energy Centre™ is designed to be what a spa really should be – a place in which ones’ Life-Energy is enhanced through a variety of wellness oriented programs that are not commonly available. These include hydrotherapy, nutritional therapy, vibrational therapy, personal development and others. These Centers are easily integrated into spas, health clubs, wellness centres, medical clinics or anti-aging clinics by incorporating high quality,100% Natural Source products and highly effective but inexpensive wellness oriented equipment (for which a financing program is available). This is a unique concept meeting today’s consumer demands. www.moorspa.com/life energy centre.html
The 5´ Signature Spa Program™:
Prestigious certification for your spa allowing you to take advantage of a comprehensive treatment repertoire, retail sales training, a retail product consignment program, a product sampling program and pricing incentives.
www.moorspa.com/5starspa.html
What’s the ROI?
Developing a rewarding profit centre with flexibility in managing cost outlays. Moor Spa Inc. works with our clients to establish the right modalities of either the Life-Energy Centre or 5´ Program into your facility and budget, while working with you to quickly realize return on your investment. Both of these programs enable you to maximize your Spa IQ.
The Moor Spa team’s experience and in depth knowledge of the industry definitely helped guide me towards a more targeted and successful marketing strategy.
Mariann Cronje, Spa Consultant, South Africa.
© SPA MANAGEMENT JOURNAL - JUNE 2008
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