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A Symphony Of Spa Products
By: Audrey Sellers, Associate Editor
Issue: 2009may
If your clients want to play upon all the senses, orchestrate a zenned-out promotion using logoed spa products.
The spa industry is an alluring one, growing an average of 20 percent annually, according to the International SPA Association. Last June, there were more than 18,000 spas in the United States, more than 32 million active spa-goers and more than 300,000 total employees. So what makes it a prime market for promotional products? Its sheer scope.
Anything from candles and towels to salt scrubs and relaxation CDs work in perfect harmony with day spas, fitness club spas, medical spas and hotel/resort spas. “I don’t think there are any industries that are out of reach of promotional products anymore, especially the spa category in this economy,” says Shawn Kanak, CAS, vice president of sales for Baltimore, Maryland-based supplier Towel Specialties (UPIC: TOWLSPEC). “People want to get away from stress and relax, and this is the perfect gift market to expose them to.”
“Distributors must understand the needs of the individual spas they’re trying to service,” says Murray Siegel, marketing director for Towel Specialties. “They need to offer sensible solutions that either build the spa’s brand or yield a good ROI.”
This means forgoing the one-question-fits-all approach and uncovering the spa’s true goals that can include building its brand, attracting more customers, thanking top customers, initiating a referral program and so on.
There are products out there to fit any campaign, Siegel says. “Many spa products appeal to health, fitness and relaxation, which mean they have valuable day-to-day applications and are not cast aside,” he says.
“One of the biggest trends is piggybacking the health and fitness craze that is ever-growing,” says Kanak. “Corporate gifts now include spa treatments and getaways. Spa-type facilities are even being added to major corporation headquarters along with fitness centers as an employee benefit.”
Whether people are strolling to their neighborhood spas or jetting to far-flung destination spas on corporate incentive trips, one fact remains the same: Spa products work wonders to enhance the perceived value of the spa experience.
“If a spa customer had a positive experience, he or she will want a quality memento as a reminder. This can be received at the spa or a short time later in the mail,” Siegel says.
The key is using promotional products to make sure those happy and refreshed people return to your client’s spa—and not to one that’s closer to home, offers better specials or has cushier massage chairs. “There are a lot of spas out there competing for market share. Remind your clients that if they pull back on their efforts, one of their competitors will swoop in and take advantage,” says Siegel.
 | Laser engrave a logo on the brass plate of the Breakfast Tray Gift Set, which is loaded with indulgences such as oatmeal body soap, bubble bath and incense.
Towel Specialties
UPIC: TOWLSPEC
800-938-6935
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The Bamboo Robe With Spa Gift Set is a seagrass basket packed with a robe, slippers, pumice stone, loofah, wash mitt, nail brush, mesh sponge and wooden massager. Spa Scoop: Recipients can feel good about pampering themselves with this gift set—the robe and slippers are made from eco-friendly bamboo and the seagrass basket is biodegradable and recyclable.
Kanata Blanket Co.
UPIC: BLANKET
800-594-9411
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 | The Bubble Bliss Luxury Foot Bubbler With Heat features raised nodes to invigorate feet and an integrated splash guard to keep floors dry.
Homedics
UPIC: Homed191
248-863-3001
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Ladies can moisturize their heels anytime with the Spa Heel Socks Pack. It includes 100-percent nylon socks designed with cushioned gel heels that condition dry skin.
Alexander Manufacturing Co.
UPIC: ALEX0004
800-467-5343
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 | The Vinyl Manicure Kit includes everything for primping on the go: clippers, cuticle tool, tweezers, nail scissors and a nail file.
Aakron Rule Corp.
UPIC: AAKRON
800-828-1570
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Offered in a variety of fragrances, Shampoos, Conditioners, Lotions and Soaps are packaged in recyclable plastic bottles ranging in size and shape.
Innopack USA Inc.
UPIC: innopack
800-733-0338
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 | The Six-Piece Spa Kit is a wooden bucket bubbling over with a sponge scrubber, callous smoother, mirror, two brushes and a two-sided nail brush.
Logomark, Inc.
UPIC: logomark
800-789-4438
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Tune in to the soothing sounds of the Spadagio™ Day At The Spa Collection of CDs offered in Adrift, Calm, Office Spa, Relaxation, Serenity and Tranquility. Spa Scoop: When vacationers drop into a resort spa for a quick seaweed wrap, ensure their relaxation on the flight or drive home with one of these CDs.
Sound Line LLC
UPIC: 1SOUNDLN
800-750-5189
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 | The frosted glass Meditation Candle is available in four scents and colors: vanilla/ivory, gardenia/white, blueberry/navy and cinnamon/red.
Lanco Corp.
UPIC: LANC0001
800-938-4500
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Boost the cuddly quotient of your next campaign with the Big Aromabear With Robe. It’s packed with aromatic lavender buds and buckwheat filling, and can be heated for relaxing on cold nights. Spa Scoop: When vacationers drop into a resort spa for a quick seaweed wrap, ensure their relaxation on the flight or drive home with one of these CDs.
SafeHaven Products
UPIC: SAFE0002
888-513-7233
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 | The Essentials Apple Incense Kit includes two tea light candles with a glass holder, seven apple-scented incense cones and sticks and an incense holder.
Leed’s
UPIC: LEEDS
800-860-1555
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Recipients can turn an ordinary bath into a therapeutic soak with a handful of London Bath Caviar, vitamin E beads infused with antioxidant extracts.
Gilchrist & Soames
UPIC: GandS
317-786-8286
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 | Take the spa experience home with Secrets of the Spas, a handy book packed with 75 make-at-home spa treatment recipes and a shopping guide to find the perfect body care products.
The Book Company
UPIC: BOOKCO
800-367-9388
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Orange essential oils in the Aromatherapy Energy Body Wash help relieve tension while ginger essential oils sharpen the senses.
Custom HBC Corporation
UPIC: hbcspec
877-442-9881
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Spas Are Switching Things Up
You won’t just find body wrap and hot stone treatments on a spa’s menu board—an increasing number of U.S. spas are getting even more up close and personal with consumers by offering overall health and wellness services. Consider this:
• 19 percent offer cooking experiences ranging from week-long schools with celebrity chefs to private lessons on cooking healthy.
• 51 percent offer educational programs and nutritional consultations.
• 26 percent have education offerings on obesity or weight gain issues.
• 17 percent offer exercise programs for kids and teens.
Source: The International SPA Association
EPromos Wraps Holiday Wishes In A Spa Basket
During the holidays, mounds of ribbon-wrapped fruitcakes and teetering towers of sweets arrive in mailrooms everywhere all in the name of tradition and thankful recognition. But ePromos Promotional Products (UPIC: EPROMOS) decided it wanted to do something a little more serene to thank its top customers during the holiday season.
The New York, New York-based distributor tapped into the spa market and sent gift baskets packed with a plush robe and slippers to 250 of its top clients. “Since we’re a distributor, we take every opportunity to show our creative capabilities,” says Mark Yokoyama, director of marketing and merchandising. “Instead of embroidering the robes with our logo, we did custom tags and had them sewn inside the robes and monogrammed each client’s initials on the front left chest. It was a professional presentation with subtle branding. Everyone loved them.”
Yokoyama says the gift worked because it was something recipients could use while serving as a quiet reminder of ePromos. “There was no need to brand it in an obvious way. They’re our top clients, so they know who we are. We wanted a fun gift that would give them a warm feeling when they’re at home.”
Did You Know?
At $11.2 billion-plus, the spa industry is the fourth-largest leisure industry in the United States, falling not far behind the golf industry ($19.7 billion), cruise lines ($14.7 billion) and health and racket clubs ($14.1 billion). Spas also top amusement parks, box office receipts and time shares.
Source: Skin Inc. magazine
Spa Sound-Off:
“Spa products are an intimate way to personally thank customers. They let you catch up with customers during a time of relaxation and rejuvenation. From then on, they associate calm feelings with you and your products,” says Sara Galbiati of Innopack USA, Inc. (UPIC: innopack).
So what’s Sara’s all-time favorite spa product? “It’s got to be our Early American Bar Soap in unscented oatmeal. Its rich lather and smooth texture forms light suds while moisturizing with olive oil.”
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