margins, but Ummel cautions to start small:“ Test with your fastest-moving categories and highest-performing products.”
What’ s her advice to curate the right product mix?
Keep the Six Ps in mind: l Product: Aligned with the spa menu and wellness trends l Performance: Efficacy and credibility with the team l Price: Appropriate to the guest and brand tier l Packaging: Visually appealing and brand-consistent l Product Knowledge: Backed by training and support l Partnership: A vendor willing to grow with the spa
8. GO BEYOND THE SPA WALLS
Use Digital Tools Wisely
Marketing doesn’ t stop at checkout. Social media, email campaigns and loyalty programs help extend the in-spa experience.
EDITOR’ S NOTE: This story features insights from two spa companies whose representatives generously shared their time and experiences with Pulse magazine. We recognize many other innovative and valued brands are also contributing to the growth and evolution of our industry. We welcome and encourage all members to share their unique perspectives for consideration in future features.
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