Spas and beauty salons were the hot topic this week at
Target, not just because the team is planning its next pampering treat, but as
a result of a visit to Spa Life, one of the UK’s leading industry events.
A first for Target, this conference was certainly an
insightful introduction into the world of wellness. Alongside a range of
exhibitors from skincare to cosmetics and nail art to aesthetic devices, ran a
series of talks and workshops.
So what did we learn? Oriel Frank, Director of Marketing at
Elemis, confirmed our suspicions about the booming market for prestige skincare
products (not just based on our own buying habits here at Target), while,
perhaps surprisingly, sales of ‘cheaper’ anti-ageing products (under £30) have
declined. Our ageing population is
driving demand, and so too are our skin-savvy teenagers, while men – 88% of
them – are apparently embracing their feminine sides by following suit with
skincare regimes.
So what’s driving people to buy? We were heartened by the credit, from a
number of the speakers, to good PR – using both traditional, but more
increasingly online channels. The value
of recommendation was highlighted by Lopo Champalimaud, Managing Director of
Wahanda, who referenced research which showed that 70% of consumers trust an
online review, while only 5% trust an advert.
Clearly blogger activity and social media are having a dramatic
influence on driving purchasing habits.
All in all it’s refreshing to see an industry that is bucking
the economic trend, embracing new communication channels and challenging
innovation. And of course it’s great that it’s all about making you feel and
look good too.
Sam Kandiyali
Director
