Irish airline company Aer Lingus will be offering hand-harvested seaweed skincare products by Voya as part of its in-flight amenities service for its business class customers.

The Irish seaweed company, Voya, is a family business that’s gaining a reputation for its products and treatments in leading spas around the world, such as the Four Seasons, St Regis Ritz-Carlton, Canyon Ranch and Waldorf Astoria.

Aer Lingus will offer passengers of its business class lounges a Voya refreshing facial towelettes, hydrating facial crème and hydrating lip balm with a further option to buy a Voya travel bag which includes a body wash, moisturiser, shampoo, conditioner and soap.

Voya’s deep cleansing and conditioning hand wash will be put in the business class bathrooms too.

Owned by the Walton family, the business dates back to the early 1900s when there were several hundred seaweed bathhouses scattered around Ireland’s coast – with a particular concentration in Sligo in the north-east.

While Hurricane Debbie destroyed the county’s last traditional facility in the 60s, The Waltons opened a modern 14 treatment-room spa in the seaside town of Strandhill. A team of at least four seaweed harvesters take 40 per cent of the seaweed plant – as part of the company’s sustainable method which has been incorporated into European law. This method allows the organism to re-grow in six to eight months, as opposed to cutting the plant – which kills it as it has no roots – or waiting two years for re-growth if 60 per cent of the algae is harvested.

Used to treat conditions such as psoriasis, eczema, rheumatic pains and to treat mineral deficiencies common amongst Europeans, Voya has added to its seaweed-based product range. In 2012 Voya had over 100 products, with sales of around 40 per cent in direct retail and 60 per cent in the professional spa market.

In an interview with Spa Business 2012 Issue 3 page 78, Mark Walton – cosmetic researcher and scientist for the business – explained that he and his family had to work harder at retailing the business’ products in Ireland, the UK and Europe. “In some spas, for example, we may have 60 per cent retail to trade value, while others may only have a 20 per cent retail to trade value,” he said.

The move to sell in-flight products with Aer Lingus is therefore a strategic marketing move for Voya.