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What can spas learn from beauty box subscription services during the pandemic?
By Megan Whitby 15 Feb 2021
Roccabox experienced a 515 per cent increase in monthly revenue from the beginning to the end of 2020
UK-based beauty box subscription service Roccabox experienced unprecedented growth during 2020.

The company recently reported its monthly subscriptions grew by 242 per cent from January to December – this accounted for a 515 per cent increase in monthly revenue from the beginning to the end of 2020.

Founder and CEO of Roccabox, Tia Roqaa, said: “These figures demonstrate the importance of beauty businesses looking at alternative ways of reaching consumers during these uncertain times.”

So, at a time when spas are closed, what can spa owners learn from beauty box subscription services to help their own business?

First and foremost, Roqaa says spas should use this time to focus on positively growing areas of their business they can still control and that will continue to reap benefits once spas can reopen.

She highlighted marketing as a key area.

“It’s vital right now to make sure consumers remember your spa exists, so now isn’t the time to go quiet with your marketing. Keep refreshing your social media platforms with new and exciting content to stay in your customers’ minds.”

Roqaa says Roccabox has seen an increased interest in beauty during the pandemic – causing a 406 per cent increase in its web traffic – indicating customers still want to get their beauty and wellness fix.

“Get in front of your audience now with plenty of positive, brand-appropriate, relevant content and they'll remember you once your doors re-open.”

She also highlighted the importance of flexibility, adaptability and not planning too far in advance.

For spas, that means it’s now crucial to pivot and explore alternative ways of bringing in revenue during closure.

“Wellness is more important than ever and spas have an exciting monopoly on self-care and pampering – something they need to capitalise on by looking into ways to take their spa into customers’ homes.”

Roqaa suggests spas could organise a virtual treatment where customers are sent product samples and then be taught how to do a bespoke at-home facial by therapists over Zoom, for example.

“Think outside the box and come up with some fun, quirky ways of getting exposure for your brand while drumming up alternative revenue.”

She also urged spas to value the importance of teaming up with other beauty businesses, and how that can positively impact a spa business.

“It doesn’t even have to be a beauty brand but look for brands with a similar brand ethos and message to your own.

"You could contribute to their editorial online content, run a competition to win a spa day, or partner up with a beauty box and include vouchers or a discount code in a monthly box,” she said.

“It’s all about thinking both creatively and commercially and using this time as a chance to adapt your marketing strategies to reach new audiences so that when spas can reopen, you’ll be ready to welcome plenty of new customers.”


News
1 to 12 of 7823 news stories
14 Jun 2021
Massage and wellness franchise Massage Heights is under new leadership with Susan Boresow stepping up as new president and CEO. Boresow will succeed company co-founder Shane Evans, who launched the company 17 years ago and ... More
11 Jun 2021
The Isle of Mull Hotel & Spa, part of Crerar Hotels, will reveal its all-new wellness facility called the Driftwood Spa on 5 July 2021. Located on the picturesque Isle of Mull in West Scotland, ... More
10 Jun 2021
Scotland’s capital city of Edinburgh has welcomed its second hair and beauty salon operating as a social enterprise – named Brave, Strong, Beautiful (BSB). BSB has been operating as a community interest company (CIC) since ... More
10 Jun 2021
Eco-hotel and beachfront spa resort Carbis Bay Estate and Hotel in Cornwall, UK, will host leaders from Canada, France, Germany, Italy, Japan, the UK and the US for the 2021 G7 Summit from 11 – ... More
09 Jun 2021
Premium skincare, makeup and fragrance brand Guerlain has opened an elegant new spa at the Waldorf Astoria Jerusalem. The 1,400sq m urban spa features nine treatment rooms including a couples’ suite – all of which ... More
09 Jun 2021
After an 18 month overhaul costing €500k (£431,100, US$609,200), marine skincare brand Phytomer has opened the doors of its second Parisian spa location. As of May, the company opened Phytomer Spa Trocadéro and began offering ... More
08 Jun 2021
A swimming pool suspended 35m (115ft) above the ground and forming a bridge between two buildings has opened as part of a residential project in Nine Elms, south-west London, UK. Designed by HAL Architects, the ... More
07 Jun 2021
Therme Group’s strategic partner Wund Holding, operating as ThermenGruppe Josef Wund, has unveiled plans for the creation of Germany’s largest wellbeing resort in Bad Vilbel, Frankfurt. It’s the latest location to be announced as part ... More
04 Jun 2021
Expanding its strong footprint in Mexico, Rosewood Hotels & Resorts has been appointed by real estate development firm Grupo Sordo Madaleno to operate Rosewood Mexico City, a new hotel expected to open in 2024 in ... More
03 Jun 2021
The Jumeirah Group has reopened the 186-room The Carlton Tower Jumeirah, in the heart of London’s Knightsbridge following an 18-month closure for refurbishment. The 17-story building has been redesigned, with an extensive makeover costing £100m ... More
03 Jun 2021
The Ritz-Carlton Hotel Company has opened its first Maldives resort with a tranquil overwater spa inspired by its natural surroundings, including the elements of swirling water and ocean breezes. Located on an archipelago on the ... More
02 Jun 2021
Throughout the pandemic, the International Spa Association (ISPA) has championed the strength of the spa community and strived to support, inform and inspire the industry as it grapples with the new challenges of operating in ... More
     
International SPA Association - iSPA
Hydrafacial / Edge Systems Corporation
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Hydrafacial / Edge Systems Corporation
Hydrafacial / Edge Systems Corporation
Hydrafacial / Edge Systems Corporation
Hydrafacial / Edge Systems Corporation
Jobs   News   Products   Magazine
NEWS
What can spas learn from beauty box subscription services during the pandemic?
POSTED 15 Feb 2021 . BY Megan Whitby
Roccabox experienced a 515 per cent increase in monthly revenue from the beginning to the end of 2020 Credit: Tyler Carr
Use this time as a chance to adapt your marketing strategies to reach new audiences, so that when spas can reopen, you’ll be ready to welcome plenty of new customers
– Tia Roqaa
UK-based beauty box subscription service Roccabox experienced unprecedented growth during 2020.

The company recently reported its monthly subscriptions grew by 242 per cent from January to December – this accounted for a 515 per cent increase in monthly revenue from the beginning to the end of 2020.

Founder and CEO of Roccabox, Tia Roqaa, said: “These figures demonstrate the importance of beauty businesses looking at alternative ways of reaching consumers during these uncertain times.”

So, at a time when spas are closed, what can spa owners learn from beauty box subscription services to help their own business?

First and foremost, Roqaa says spas should use this time to focus on positively growing areas of their business they can still control and that will continue to reap benefits once spas can reopen.

She highlighted marketing as a key area.

“It’s vital right now to make sure consumers remember your spa exists, so now isn’t the time to go quiet with your marketing. Keep refreshing your social media platforms with new and exciting content to stay in your customers’ minds.”

Roqaa says Roccabox has seen an increased interest in beauty during the pandemic – causing a 406 per cent increase in its web traffic – indicating customers still want to get their beauty and wellness fix.

“Get in front of your audience now with plenty of positive, brand-appropriate, relevant content and they'll remember you once your doors re-open.”

She also highlighted the importance of flexibility, adaptability and not planning too far in advance.

For spas, that means it’s now crucial to pivot and explore alternative ways of bringing in revenue during closure.

“Wellness is more important than ever and spas have an exciting monopoly on self-care and pampering – something they need to capitalise on by looking into ways to take their spa into customers’ homes.”

Roqaa suggests spas could organise a virtual treatment where customers are sent product samples and then be taught how to do a bespoke at-home facial by therapists over Zoom, for example.

“Think outside the box and come up with some fun, quirky ways of getting exposure for your brand while drumming up alternative revenue.”

She also urged spas to value the importance of teaming up with other beauty businesses, and how that can positively impact a spa business.

“It doesn’t even have to be a beauty brand but look for brands with a similar brand ethos and message to your own.

"You could contribute to their editorial online content, run a competition to win a spa day, or partner up with a beauty box and include vouchers or a discount code in a monthly box,” she said.

“It’s all about thinking both creatively and commercially and using this time as a chance to adapt your marketing strategies to reach new audiences so that when spas can reopen, you’ll be ready to welcome plenty of new customers.”
MORE NEWS
Massage Heights appoints Susan Boresow president and CEO
Massage and wellness franchise Massage Heights is under new leadership with Susan Boresow stepping up as new president and CEO.
First glimpses of new coastal retreat inspired by Scotland’s wildlife and heritage
The Isle of Mull Hotel & Spa, part of Crerar Hotels, will reveal its all-new wellness facility called the Driftwood Spa on 5 July 2021.
Social enterprise salon launches to support young people interested in a future in beauty industry
Scotland’s capital city of Edinburgh has welcomed its second hair and beauty salon operating as a social enterprise – named Brave, Strong, Beautiful (BSB).
G7 Summit to be hosted at sustainable beachfront spa hotel in Cornwall
Eco-hotel and beachfront spa resort Carbis Bay Estate and Hotel in Cornwall, UK, will host leaders from Canada, France, Germany, Italy, Japan, the UK and the US for the 2021 G7 Summit from 11 – 13 June.
Guerlain launches first spa in Israel with design inspired by Jerusalem’s architectural heritage
Premium skincare, makeup and fragrance brand Guerlain has opened an elegant new spa at the Waldorf Astoria Jerusalem.
Phytomer unveils second urban spa location in Paris
After an 18 month overhaul costing €500k (£431,100, US$609,200), marine skincare brand Phytomer has opened the doors of its second Parisian spa location.
+ More news   
 
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19-19 Jun 2021

Nutrition Coaching Summit

Zoom, United States
20-21 Jun 2021

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Las Vegas Convention Center, Las Vegas, United States
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Tel: +44 (0)1462 431385

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