Oriflame target home spa market

By Louise Prance

- Last updated on GMT

Related tags: Marketing

Direct sales cosmetics company, Oriflame, is targeting the
ever-growing home spa treatment market with its new range, Swedish
Spa, designed for consumers wanting to use spa-style products at
home.

The range, due to be launched this month, is being marketed at a time when home spa treatments are on the rise off the back of a huge increase in spa visits across Europe.

The company is marketing the product as an all round alternative to visiting a spa. With treatments for all stages of the spa process, such as Swedish spa mineral bath salt and for the final stage Swedish spa minerals body balm.

At a time when consumer habits are changing and retail sales are being driven by convenience, the spa range comes as retailers are hoping to benefit from changing lifestyles and the desire for consumers to work less and delegate more time to relaxation.

"Data shows that we work more and have less vacation time. Clearly, we need to treat ourselves to a little relaxation,"​ Lynn Dornblaser, an analyst at consumer research firm Mintel International, told the publication Business Week.

Diana Dodson of market research consultants, Euromontior, told CosmeticsDesign​ that the expansion into the home spa market is both industry- and consumer-driven.

"Consumers are looking into a more cost effective way to look after themselves rather than visit the more costly alternatives of Spas, while the industry is buying into the trend with the spa, niche and main stream market companies all developing home spa ranges"​ Dobson said.

Spa companies such as The Sanctuary, Nirvana Spa have expanded their salon range into the home spa sectors whilst niche and mainstream companies such as Molton Brown, Aveda and Palmolive have also tapped into the trend.

The home spa treatment market may have grown through consumer reaction to the price of salon treatments. Consumer research firm Mintel International, told CosmeticsDesign​ that "Notably, a quarter of those that had had spa treatments in the previous years were put off by the cost".

In turn this has increased the demand for home spa treatments, creating a mass market for the products, and hinting that the market is set to get bigger.

Mintel also stated that: "Women are twice as likely as men to have health and beauty treatments, which tails off considerably over the age of 45".​The company suggests that women are as likely to have facials, hair removal, suntanning and nail treatments as massages. "They are also more likely to have positive perceptions of health and beauty"​ said the company.

"Ten years ago, most hadn't even heard of a spa outside of a small group of higher-income consumers,"​ Tom Vierhile, director of Product Scan Online a division of researcher Datamonitor, told Business Week. "Today, you can get spa products everywhere."

Oriflame, which has a turnover of €766 million in annual sales and a sales force of over 1.6 million present in over 57 countries, has also announced the re-launch of a new cosmetics and fragrance range, Giordani Gold.

The range has been modernised and offers new high-end, luxurious cosmetic and fragrance products designed to capitalise on this seasons growing trend for metallised pigment colour cosmetics.

This trend comes on the back of colour cosmetic queen Bobbi Brown's tip that the make-up colour for the Autumn season will, once again, feature golden hews.

Related topics: Skin Care, Color Cosmetics

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