AS purses tighten, consumers are looking for more cost-effective ways to relax, which explains why 'home spa' brands and products are on an upward trend - a rarity in these tough times. At multi-label beauty store Sephora for example, although it faces competition from more than 100 brands of beauty goodies, a relatively lesser-known spa brand called Bliss managed to become one of their topselling brands.
'We were a little apprehensive with the Bliss products in the beginning because the price point is rather high,' Sephora's regional director Violet Ho says of the range that was developed for and launched by the Bliss Spas in America.
'The oxygen mask alone costs $110 so it is not cheap but yet it's our top-selling mask. We didn't expect that. I think though, that this is a good indication that there is a good market for spa-type products in Singapore even in these times.'
Adds Ms Ho, 'The do-it-yourself trend is probably going to grow. I would imagine that instead of going to the spa or salon once every four weeks, people might extend it to once every few weeks but what they will do is supplement their beauty and relaxing regime in between with these products.'
According to industry players, home spa products such as the Bliss range are growing increasingly popular amongst the local consumers for use at home largely because they are more time and cost effective than actually visiting a spa.
The popularity of home spa products is well-exemplified by the success of The Sanctuary Spa skincare range. The brand which was developed for use at London's first day spa - The Sanctuary Spa - is currently the No 2 selling beauty brand in Boots, one the UK's biggest drug stores.
Its success has been so encouraging that the brand is aggressively expanding their international presence. One of their latest launches was in Singapore late last year.
'Listening to our customers everyday, we understand that time is always an issue for the modern woman,' says Sanctuary Spa Group's CEO Alice Avis.
'When we decided to launch a commercial range, it was for professional women who hardly have time to even visit a spa to treat and pamper herself.
'These are the same products that we use in our spa and people trust that if it's good enough to use in the spas, it must be a quality product. Plus, our prices are very affordable.'
To which hair specialist brand Kerastase's product manager Darren Ho agrees and says: 'Our partner salons offer hair spa services using our products but after their visit to the salon, our customers can also perform their own homecare rituals in the comfort of their own home.'
He points out that these 'home spa' treatments also give you bang for your buck by helping spa-going customers maintain and extend the benefits of the treatments performed in the salon or at the spa.
As a result, Mr Ho has noticed that this new demand from consumers has led to more brands introducing what he calls 'spa' lines.
'These products often contain essential oils, herbs, or minerals as these ingredients are most commonly thought of as being spa essentials,' he says.
Given the growing popularity of home spa products, local retailers have also jumped onto the 'home spa' bandwagon.
'There are more spa brands entering the home spa market as lifestyle gets better and people eat and live better. You see Bliss, Molton Brown, Origins, Kiehl's, Aesop and SCO all going into this area,' says The Spa Esprit Group's spokeswoman Janet Lim. The group distributes cult beauty brand Malin + Goetz in Singapore .
'People would pay for a nice quality hand soap these days compared to generic soaps from the supermarkets.
'There is definitely a need for home spa products and in the recent years, we can see a growth in that industry.'
Concludes owner of LS Philosophy Jane Luhur Soon who uses and distributes Officina de' Tornabuoni - the all-natural spa brand favoured by Italian royalty and the Pucci family - at her spa: 'Not everyone is comfortable getting naked in front of a therapist for a scrub or a bath. I decided to sell the products as well so that more inhibited consumers can recreate a spa-type experience at home.'
'Not everyone can afford to go to a spa these days but these products allow them to have have a taste of luxury at home, even in these trying times,' she added.
Brands to look out for
1 Officina de' Tornabuoni
A FAVOURITE amongst Italian royalty and with more than 100 years' worth of recipes and experiences passed down, the range is a must-have for those looking for a piece of heaven. LS Philosophy flies them into Singapore in an air-conditioned cabin so the natural ingredients in the products do not go bad. Must-tries include the CalmaPolish body scrub and the Pomander Milk Bath (both $250 before GST). Stocked at LS Philosophy, #01-03/04, Thong Teck Building, 15 Scotts Road.
2 Malin + Goetz
ALTHOUGH not strictly a home spa brand, the range is so cleverly made that one is able to use it for daily maintenance as well as creating a simple spa experience. Look out for the Peppermint Scrub with Body Mitt ($56) and the shower Gel AM and PM set with Body Mitt ($68). Available at Spa Esprit, Strip and Mask outlets.
3 Bliss
ALREADY a topseller in Sephora and all over the world, find bliss with these products that are easy-to-use spa replacements at home. Top sellers include the Glamour Glove ($67) and the Softening Socks ($62). Available at Sephora #B1-05 Takashimaya Shopping Centre.
4 Kerastase
SPA experiences are not just limited to the face and body. For the hair, Kerastase products are the way to go if you cannot make your way to the salon. A recommended home hair spa treatment is the Forcintense (one box of three applications costs $62) which is a two-step intensive treatment to strengthen weakened hair. Available at all Kerastase retail outlets.
5 Sanctuary Spa
A BESTSELLER in the UK and with good reason. The products are spa quality - but not exorbitant so everybody can afford to have a little taste of pampering themselves. Products available exclusively at Watsons and range from $19 to $55.
This article was first published in The Business Times.
