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Leisure Management - Private label
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We take a look at what private or white label spa products are available and why developing an own-brand range can be good for business
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Subtle Energies
Why have a private label range?
“It further develops your branding and identity,” says Nick Irani, director of operations and brand development for Subtle Energies, “and in some cases the brand can even develop a cult following.”
The offer:
Based in Australia, Subtle Energies has developed white label products for leading spas such as Jiva Spas at Taj Hotels and this month it will launch a signature range for Gwinganna. Its own Subtle Energies products are also used in some Six Senses Spas.
The company is well known for its oils and its knowledge of ayurveda aromatherapy. It offers signature massage blends as well as complementing mists, diffuser concentrates and bath salts. In recent years it’s also expanded into skin, body and haircare ranges.
How much?
Each project is quoted individually in terms of development fees.
How long does it take and what’s involved?
The formulation process includes the creation of various samples of aroma concentrates, then developing and testing the various product formats. The time frame depends on the scope of the brief and also response times from client, but generally can be turned around in one to three months.
Other services:
Subtle Energies also offers training in product knowledge, ayurveda and aromatherapy. Most recently, it’s started to make organic chocolates using its oils as ingredients within the chocolate.
Spa-kit keywords: subtle energies
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Subtle Energies specialises in ayurveda and aromatherapy oils |
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| Clients include Jiva Spas,
Gwinganna and Six Senses Spas |
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Natural Spa Factory
The offer:
The Natural Spa Factory has supplied natural spa products (for treatments and retail) and toiletries to a number of top spas including the Titanic eco-spa, Thermae Bath Spa and Four Seasons spa, UK. It has three options for private label – entry level, which includes low-run stock items; premium level where bespoke ingredients are added to stock products; and formulating bespoke ranges of larger volumes, which requires more investment and longer lead times.
Co-founder Emma Webber says:
“Developing a product range isn’t an easy. Our aim is to simplify this very complicated and expensive process that’s bound by EU legislation and requires formulations, safety testing, product information files and good manufacturing practices.”
The cost:
Entry level ranges cost between £4,000-£6,000 (US$6,650-US$9,950, €4,800-€7,200). Formulating a range from scratch with a particular ingredient and making specific claims can cost anything from £10,000-£20,000 (US$16,600-US$33,200, €11,950-€23,900).
Why do it?
“It’s an opportunity to promote your business instead of somebody else’s, garner customer loyalty and be creative with your marketing,” adds Webber. “If you have your name on a product you, and your team, are more passionate about using and selling it too.”
Other services:
The Natural Spa Factory, which is currently working on 40 private label projects, can also help with marketing, bespoke treatment design, shipping and logistics. In addition, it has a sister company Blue Spa & Leisure which offers spa concept, design and development consultancy services.
Spa-kit keywords: natural spa factory
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Therapists are sometimes more passionate about selling own-brand products |
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| The Natural Spa Factory is currently working on 40 white label projects |
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Spa Factory Bali
The offer:
Although it’s based in Indonesia, Spa Factory Bali supplies spas in 40 countries. Its core offer is massage oils, bath gels, shampoo, body lotions and soaps, along with amenity lines, room scents, aroma diffusers and room sprays. All of its products are handmade and not tested on animals.
How much:
The company says there’s no set price, as costs depend on many components – type and size of container bottle/tube/cap, whether the scent is an essential oil or fragrance oil and, of course, the type of product.
Why do it?
Having worked with spas such as those at Hyatt, Hilton and Bulgari Bali, Spa Factory Bali has found that private label products enable facilities to offer more retail items based on what’s used in treatments. By taking the product home, clients can keep up the benefits of the treatments and will be continually be reminded of their experience.
How long does it take?
The development process takes around one to two months, plus another two to three months for production.
Other services:
In addition to white label products, Spa Factory Bali designs and manufactures attractive spa and hotel accessories such as foot ritual bowls, product dispensers and testers, tea ritual trays and tissues boxes.
Spa-kit keywords: spa factory bali
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White label products help with branding |
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Alban Muller
The offer:
Alban Muller offers sustainably-sourced, natural skincare formulations for the face and body including emulsions, masks, scrubs, oils and gels.
How much?
There are no development fees for the ready-to-use products in its catalogue. Quotations for customised lines can be provided and the service includes the cost of product formulation, safety tests, stability and compatibility assessments and industrial scale-up.
How long does it take?
Ready-to-use products can be delivered within eight weeks, with quality control and product testing included. Customised products take six months to a year to develop.
Why do it?
Alban Muller, which has worked with spas such as Be By Monarque at the Grand Monarque resort in France, says white label products give spas a chance to create specific products and treatments that suit its brand and identity. Moreover, it gives spas more control on margins as they don’t need to pay a royalty fee to another brand.
Other services:
The company is headquartered in France (but distributes to 50 countries) and has a network of partners to help with marketing, treatment protocols, training, logistics and storage.
Spa-kit keywords: alban muller
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Ready-to-use products can made in eight weeks |
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Spa Technologies
Why offer white label products?
“Private label products enable spas to capitalise on the brand, build customer loyalty and avoid loss of retail opportunities to their vendor/competitors on the internet,” says Dan Fryda, the president of Spa Technologies. The US company has been providing private label services – as well as its own botanical and seaweed-based skin and bodycare lines – for 20 years.
The offer:
Spa Technologies offers branding and design services, along with laboratory formulations for an extensive variety of retail and professional products – from daily cleansers, exfoliants and DNA repair creams to body wraps, aromatherapy oils and travels kits. It’s aim is to create truly unique brands which, says Fryda, “is especially important for certain clients who wish to expand their sales presence on the internet.” For those companies that don’t want totally unique creations, Spa Technologies provides standard formulas with a signature fragrance or design motif.
Clients:
The Advanced Solutions products, offered at Montage resorts across the US, have been custom-made by Spa Technologies. It also makes Lymphoderm medical lotions that are distributed to rehab and medical centres and in the past has developed lines for Hyatt, Nordstrom and Radisson spas.
How much:
Prices vary from US$2,500-US$25,000 (€1,800-€17,900, £1,500-£14,900). Minimum quantities range from 60 to 500 pieces depending on the product in question.
How long does it take?
It typically takes around two months from concept to delivery.
Other services:
A full range of services from design and branding to the creation of spa menu services are available, along with the development of treatment protocols and on-site training.
What’s new?
Spa Technologies is currently developing preservative-free products for naturopathic spas in Florida.
Spa-kit keywords: spa technologies
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Spa Technologies has been making private label spa products for 20 years |
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| Originally published in Spa Business 2014 issue 2
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