What attracted you to the Anne Semonin brand?
The quality of the products and active ingredients, as well as its whole approach to prescribing personalised regimes to detoxify the skin and combat signs of ageing – it’s a remarkable brand with huge integrity.

What are your plans for the brand?
Anne Semonin is primarily a spa treatment brand. It’s upmarket, niche and exclusive; however, this means a huge number of potential customers are either unaware of it, or unlikely to have tried the products. In many ways it’s a well-kept secret! We want to add more of an experiential dimension, and increase the number of brand touchpoints. The intention is to broaden the appeal so more women see it as forming part of their everyday skincare and beauty regime. Over the next few years we want to turn it into a significant world player in the cosmetics and spa market, and ultimately become a major international lifestyle brand.

What competitive advantage can Anne Semonin bring to spas around the world?
We thrive in providing a truly personal client service tailor-made to the needs of our hotel clients whether they are a city spa or resort location with a seasonal operation. Most importantly, we fully understand the intricacies of running a successful spa and can assist spa managers in unleashing the true potential of their business in their quest to turn their spa into a profit centre.

What are your plans to evolve the Anne Semonin spa offering?
Going forward we’re looking at new ways of engaging more closely with greater numbers of our target consumers, as 35-55 year old professional women. We are enriching our treatment and product menus with innovative additions. There is also an exciting retail concept in the works that spas will find very interesting. Last but not least we are looking at extending the product range into other areas beyond skincare and beauty, but still with a sensory element at its core.

KEYWORD: Anne Semonin