Virtual educational has been a great success, says Teal
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following the enforced closure of spas. Speaking to Spa Business, she shares some of the group’s innovations which are helping it to connect to customers in a new way.
As a company, AA has historically drawn around 70 per cent of income from the 495 spas it supplies globally, but since the lockdown 80 per cent of its revenue has been generated by online retail and 20 per cent from facilities.
The company’s web traffic is up 500 per cent as consumer interest in at-home wellness surged. One particular success story has been its complimentary, digital, education sessions – MirrorMe calls conducted via Zoom – which attract 120-150 attendees a week. The majority of attendees pre-purchase an AA product pack, costing around £75 (US$99, €84), and a therapist then explains how to use the products and the theory behind aromatherapy.
“This exemplifies how you can use digital to engage with people in different ways, drive revenue and educate them, even though spas may be closed,” says Teal.
That’s not to say the company is switching tack, by June next year Teal is aiming to have spas propping up 40-50 per cent of revenue. But she does believe businesses need to adapt in a post-COVID-19 world where consumers may be nervous about returning to spas – and to use this as an opportunity.
“The role of DIY wellness is going to stick around and this is something for spas to reflect on,” she says. “There needs to be a conversation about reevaluating the role of the therapist. They’ll still deliver hands-on treatments, but there’s nothing stopping spas from engaging with customers by hosting virtual educational calls.
“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.”
In another move to adapt, AA has just revealed four no-touch treatment programmes for its hotel partners and spa accounts to offer wellbeing experiences outside the spa (see p24).
Read more from this issue of Spa Business magazine
View contents of Spa Business 2020 issue 3
Editor's letter: The fight ahead
There’s a huge job of work to do to build our reputation and win support in the corridors of power, says Katie Barnes
Spa people: Patrick Huey
The vice-president of spa and retail at Montage talks about his new role as ISPA chair, Black Lives Matter and how his spas are fighting back against COVID-19
Spa people: Rianna Riego
Wellness consultant Rianna Riego speaks out about racial discrimination in the global spa industry
Spa people: Anna Teal
The CEO of Aromatherapy Associates outlines the online innovations it's using to connect with customers in exciting new ways
Spa programmes: On the menu
How are spas changing their treatments and services now they’re staring to reopen again?
Interview: Lee Woon Hoe
Banyan Tree’s executive director of wellbeing tells Spa Business magazine why now is the right time for the group to launch its new wellness concept
Ask an expert: Spa design 2030
Spa Business magazine asks leading designers and architects to give their predictions about pandemic-proof spa models
Promotion: Trendsetting
Design specialists, The Wellness, worked with in-house engineers for Jumeirah to create a state-of-the-art gym for Talise Fitness at the Jumeirah Al Naseem in Dubai
Research: Manner of speaking
ISPA’s latest study reveals consumer attitudes in the aftermath of COVID-19. Josh Corman picks out the key details
Research: New perspectives
Two surveys in the UK highlight both spa operator and spa-goer insights as facilities across the country begin to welcome guests back
Promotion: The power of touchless
Spa and wellness innovator, Sammy Gharieni, reveals how his on-trend products are perfect for delivering high-value touchless treatments
Country focus: Best of British
We take a look at the standout concepts offered in the world-class spas that have opened in the UK over the last three years
Promotion: Sustain and regenerate
Sustainable skincare brand, Comfort Zone, has radically reinvented its entire Sacred Nature line, driven by the ambition to create some of the world’s first carbon-negative products
Interview: Emma Darby
Despite closing during in lockdown, some Resense spas still hit revenue targets. Its COO tells Spa Business magazine how
Promotion: Redefining the snowroom
Italian snowroom expert, TechnoAlpin, has collaborated with groundbreaking architectural practice, Snøhetta, to create a snowroom like no other
Medi-wellness: On good termes
Italy’s Long Life clinic, which offers anti-ageing science alongside water cures, is gaining greater attention post-lockdown. Sophie Benge pays a visit
Supplier showcase: Premium Fitness
Dormy House has partnered with Matrix Fitness to create two fully-connected fitness suites to take its offering to a new and more sophisticated level @DormyHouse @MatrixFitnessUK
Promotion: Sothys
Sothys’ beauty treatment designer, Séverine Monjanel, and training director, Isabelle Villey, talk to Spa Business about the company’s new authentic ancestral Indonesian treatment
Virtual educational has been a great success, says Teal
According to CEO of Aromatherapy Associates (AA), Anna Teal, online retail has been crucial for business following the enforced closure of spas. Speaking to Spa Business, she shares some of the group’s innovations which are helping it to connect to customers in a new way.
As a company, AA has historically drawn around 70 per cent of income from the 495 spas it supplies globally, but since the lockdown 80 per cent of its revenue has been generated by online retail and 20 per cent from facilities.
The company’s web traffic is up 500 per cent as consumer interest in at-home wellness surged. One particular success story has been its complimentary, digital, education sessions – MirrorMe calls conducted via Zoom – which attract 120-150 attendees a week. The majority of attendees pre-purchase an AA product pack, costing around £75 (US$99, €84), and a therapist then explains how to use the products and the theory behind aromatherapy.
“This exemplifies how you can use digital to engage with people in different ways, drive revenue and educate them, even though spas may be closed,” says Teal.
That’s not to say the company is switching tack, by June next year Teal is aiming to have spas propping up 40-50 per cent of revenue. But she does believe businesses need to adapt in a post-COVID-19 world where consumers may be nervous about returning to spas – and to use this as an opportunity.
“The role of DIY wellness is going to stick around and this is something for spas to reflect on,” she says. “There needs to be a conversation about reevaluating the role of the therapist. They’ll still deliver hands-on treatments, but there’s nothing stopping spas from engaging with customers by hosting virtual educational calls.
“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.”
In another move to adapt, AA has just revealed four no-touch treatment programmes for its hotel partners and spa accounts to offer wellbeing experiences outside the spa (see p24).
Read more from this issue of Spa Business magazine
View contents of Spa Business 2020 issue 3
Editor's letter: The fight ahead
There’s a huge job of work to do to build our reputation and win support in the corridors of power, says Katie Barnes
Spa people: Patrick Huey
The vice-president of spa and retail at Montage talks about his new role as ISPA chair, Black Lives Matter and how his spas are fighting back against COVID-19
Spa people: Rianna Riego
Wellness consultant Rianna Riego speaks out about racial discrimination in the global spa industry
Spa people: Anna Teal
The CEO of Aromatherapy Associates outlines the online innovations it's using to connect with customers in exciting new ways
Spa programmes: On the menu
How are spas changing their treatments and services now they’re staring to reopen again?
Interview: Lee Woon Hoe
Banyan Tree’s executive director of wellbeing tells Spa Business magazine why now is the right time for the group to launch its new wellness concept
Ask an expert: Spa design 2030
Spa Business magazine asks leading designers and architects to give their predictions about pandemic-proof spa models
Promotion: Trendsetting
Design specialists, The Wellness, worked with in-house engineers for Jumeirah to create a state-of-the-art gym for Talise Fitness at the Jumeirah Al Naseem in Dubai
Research: Manner of speaking
ISPA’s latest study reveals consumer attitudes in the aftermath of COVID-19. Josh Corman picks out the key details
Research: New perspectives
Two surveys in the UK highlight both spa operator and spa-goer insights as facilities across the country begin to welcome guests back
Promotion: The power of touchless
Spa and wellness innovator, Sammy Gharieni, reveals how his on-trend products are perfect for delivering high-value touchless treatments
Country focus: Best of British
We take a look at the standout concepts offered in the world-class spas that have opened in the UK over the last three years
Promotion: Sustain and regenerate
Sustainable skincare brand, Comfort Zone, has radically reinvented its entire Sacred Nature line, driven by the ambition to create some of the world’s first carbon-negative products
Interview: Emma Darby
Despite closing during in lockdown, some Resense spas still hit revenue targets. Its COO tells Spa Business magazine how
Promotion: Redefining the snowroom
Italian snowroom expert, TechnoAlpin, has collaborated with groundbreaking architectural practice, Snøhetta, to create a snowroom like no other
Medi-wellness: On good termes
Italy’s Long Life clinic, which offers anti-ageing science alongside water cures, is gaining greater attention post-lockdown. Sophie Benge pays a visit
Supplier showcase: Premium Fitness
Dormy House has partnered with Matrix Fitness to create two fully-connected fitness suites to take its offering to a new and more sophisticated level @DormyHouse @MatrixFitnessUK
Promotion: Sothys
Sothys’ beauty treatment designer, Séverine Monjanel, and training director, Isabelle Villey, talk to Spa Business about the company’s new authentic ancestral Indonesian treatment
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
