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NEWS
Anna Teal: “Spas need to consider re-evaluating the role of the therapist”
POSTED 07 Jul 2020 . BY Megan Whitby
Anna Teal reported that Aromatherapy Associates' revenue is now divided between 80 per cent retail and 20 per cent spa Credit: Aromatherapy Associates
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following enforced closure of spas. Speaking exclusively to Spa Business, Teal shared how the company has pivoted its online offering and how the industry can capitalise off demand for online retail.

“Any spa brand will be giving a great deal of thought about how to change and adapt in this world, but there’s a big opportunity as the need for wellness is greater than ever.

“As a result of the pandemic, people’s anxiety has increased, they’re feeling isolated, their sleeping patterns are disrupted and so the need for wellness is still there despite lockdown, and if anything, it’s greater than before – the main thing is how do we connect them in a different way?”

As a company, AA has historically drawn approximately 70 per cent of income from spas but the split is now divided between 80 per cent retail and 20 per cent spa. By June next year, Teal is aiming to have spa propping up 40-50 per cent at least of income revenue.

During lockdown AA’s digital channel has surged in popularity with the company’s web-traffic up 500 per cent year over year.

“This upsurge in retail has been crucial for us as a brand that has such deep roots in the spa industry,” she said.

In particular, AA has witnessed a major boost in consumer interest for at-home wellness products, which the company has complemented by launching gratuitous educational sessions – called MirrorMe calls conducted via Zoom – to explain how to use AA’s products and the history and theory behind them.

Teal reported that these calls are consistently drawing between 120-150 attendees a week.

“The vast majority of people on our calls pre-purchase products to then be taught how to use them. This exemplifies how you can use digital to engage with people in different ways and educate them, even though spas may be closed.

“The role of DIY wellness is certainly going to stick around and this is something for spas to reflect on.

“I think there needs to be a conversation about spas reevaluating the role of the therapist. Their role in delivering hands-on treatments won’t go away, but it’s going to take a while to bounce back to prior occupancy rates. The role of the therapist could be very different because there’s nothing stopping spas from engaging with customers by hosting virtual calls and educating guests.”

Teal emphasised that the spa community needs to see this openness from consumers to be engaged with in different ways as a potential chance for revenue.

She continued: “If you keep a conversation going with customers even when you’re not physically with them, it gives you more opportunity to sell to them.”
Sign up here to get the Spa Business and Spa Business insider weekly ezines and every issue of Spa Business and Spa Business insider magazines free on digital.
Credit: Aromatherapy Associates
Credit: Aromatherapy Associates
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NEWS
Anna Teal: “Spas need to consider re-evaluating the role of the therapist”
POSTED 07 Jul 2020 . BY Megan Whitby
Anna Teal reported that Aromatherapy Associates' revenue is now divided between 80 per cent retail and 20 per cent spa Credit: Aromatherapy Associates
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following enforced closure of spas. Speaking exclusively to Spa Business, Teal shared how the company has pivoted its online offering and how the industry can capitalise off demand for online retail.

“Any spa brand will be giving a great deal of thought about how to change and adapt in this world, but there’s a big opportunity as the need for wellness is greater than ever.

“As a result of the pandemic, people’s anxiety has increased, they’re feeling isolated, their sleeping patterns are disrupted and so the need for wellness is still there despite lockdown, and if anything, it’s greater than before – the main thing is how do we connect them in a different way?”

As a company, AA has historically drawn approximately 70 per cent of income from spas but the split is now divided between 80 per cent retail and 20 per cent spa. By June next year, Teal is aiming to have spa propping up 40-50 per cent at least of income revenue.

During lockdown AA’s digital channel has surged in popularity with the company’s web-traffic up 500 per cent year over year.

“This upsurge in retail has been crucial for us as a brand that has such deep roots in the spa industry,” she said.

In particular, AA has witnessed a major boost in consumer interest for at-home wellness products, which the company has complemented by launching gratuitous educational sessions – called MirrorMe calls conducted via Zoom – to explain how to use AA’s products and the history and theory behind them.

Teal reported that these calls are consistently drawing between 120-150 attendees a week.

“The vast majority of people on our calls pre-purchase products to then be taught how to use them. This exemplifies how you can use digital to engage with people in different ways and educate them, even though spas may be closed.

“The role of DIY wellness is certainly going to stick around and this is something for spas to reflect on.

“I think there needs to be a conversation about spas reevaluating the role of the therapist. Their role in delivering hands-on treatments won’t go away, but it’s going to take a while to bounce back to prior occupancy rates. The role of the therapist could be very different because there’s nothing stopping spas from engaging with customers by hosting virtual calls and educating guests.”

Teal emphasised that the spa community needs to see this openness from consumers to be engaged with in different ways as a potential chance for revenue.

She continued: “If you keep a conversation going with customers even when you’re not physically with them, it gives you more opportunity to sell to them.”
Sign up here to get the Spa Business and Spa Business insider weekly ezines and every issue of Spa Business and Spa Business insider magazines free on digital.
Credit: Aromatherapy Associates
Credit: Aromatherapy Associates
RELATED STORIES
BREAKING: Tracey Woodward to step down from Aromatherapy Associates


Tracey Woodward, global CEO of Aromatherapy Associates and The Refinery, has announced that she will be stepping down from her post as of the end of this year.
Aromatherapy Associates launches team of Wellbeing Experts


Skincare brand Aromatherapy Associates has launched a panel of six Wellbeing Experts, each of whom specialises in enhancing and nurturing life balance, supporting self-belief, and encouraging healthy living.
MORE NEWS
GWI Q&A: Canyon Ranch’s Nicola Finley talks inequality and the black community’s concept of wellness
Dr Nicola Finley, doctor and integrative medicine practitioner at Canyon Ranch, Tucson, spoke with GWI’s VP of research and forecasting, Beth McGroarty, for the latest instalment of the PositivelyWell Q&A series.
Jennifer Young launches free cancer awareness training to instil confidence in therapists
Cancer touch training specialist, Jennifer Young, has created a free Cancer Awareness Qualification to aid therapists and health practitioners providing touch treatments to anyone with or recovering from cancer.
Reykjavik city centre set to welcome ocean-side geo-thermal wellness lagoon in 2021
Attractions and hospitality brand, Pursuit, has unveiled plans to develop a premium oceanfront geothermal lagoon in Iceland.
Hydrotherapy proven to be both preventative and therapeutic health treatment
Spa and wellness businesses have a long history of using hydrotherapy to deliver curative benefits to customers. Now a research review has shown why being immersed in water has so many unexpected health benefits.
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Cooling me softly: SnowRoom offers ultimate feel-good factor
Nothing electrifies the senses and sparks emotions like encountering fresh snow. [more...]

Water Soul: ocean-concious sustainable sun care
Comfort Zone, the Italian skin care brand of the Davines group, a certified B Corporation, has introduced three new products to Water Soul, its ocean-conscious sustainable sun care line. [more...]
COMPANY PROFILES
Booker by MINDBODY

Booker by Mindbody is an all-in-one management solution to run and grow your spa. [more...]
+ More profiles  
CATALOGUE GALLERY
+ More catalogues  

VIDEO GALLERY

ResortSuite mobile: give your guests unlimited access to your resort
ResortSuite mobile. Deploy your own fully branded app. Give your guests unlimited access to your resort with real time booking capabilities, dining reservations, itineraries, member profiles and more... Find out more...
+ More videos  

DIRECTORY
+ More directory  
DIARY

 

16-19 Aug 2020

SPATEC Spring North America

Ritz-Carlton, Miami, United States
23-24 Aug 2020

The International Congress of Esthetics and Spa - Long Beach

Long Beach Convention Center , Long Beach, United States
+ More diary  
 


ADVERTISE . CONTACT US

Leisure Media, Portmill House, Portmill Lane,
Hitchin, Hertfordshire SG5 1DJ Tel: +44 (0)1462 431385

©Cybertrek 2020

ABOUT LEISURE MEDIA
LEISURE MEDIA MAGAZINES
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