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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 7717 news stories
01 Mar 2021
The Asia Pacific Spa and Wellness Coalition (APSWC) has unveiled new details about its upcoming 2021 Round Table Conference, scheduled for 15-17 March. The annual event always produces a white paper that pinpoints the region’s ... More
28 Feb 2021
Six Senses Hotels Resorts Spas has expanded its portfolio with a new eco-wellness resort in Mantiqueira, Brazil, nestled amongst flourishing forests and situated at the meeting of three valleys. Six Senses Botanique was opened after ... More
25 Feb 2021
Baca Architects has submitted a scheme to transform an unused UK quarry lake and surrounding land into a unique eco-wellness resort centred on waterside living and water-based recreation. The 80-hectare Ashwicken Lake site is situated ... More
24 Feb 2021
The Hot Springs Connection has announced its third-annual conference is scheduled to take place in person at Quinn’s Hot Springs Resort in Paradise, Montana, on May 17-20 2021. Established in 2018, the convention is claimed ... More
24 Feb 2021
The iconic Beverly Hills Hotel Spa in Los Angeles has reopened its doors after seven months of extensive refurbishment and redesign. Christopher Cowdray, CEO of the Dorchester Collection – luxury operating company of the Beverly ... More
23 Feb 2021
US-based skincare company Heyday has announced a US$20m (£14.2m €16.5m) Series B round of funding led by Level 5 Capital Partners (L5), with participation from existing investors Lerer Hippeau and Fifth Wall Ventures. Heyday has ... More
22 Feb 2021
UK Prime Minister Boris Johnson has announced non-essential retail, including spas, salons, close-contact services and gyms, could reopen by 12 April 2021, at the very earliest. Johnson revealed the news today as part of step ... More
22 Feb 2021
A collection of industry organisations, including The British Beauty Council, are working closely with the UK Government to present proposals for a package of industry-saving measures. These include a VAT cut for reopened salon and ... More
22 Feb 2021
Luxury Hawaiian wellness enclave, Sensei Lāna‘i, A Four Seasons Resort has launched an Optimal Wellbeing Programme in partnership with WHOOP, the human performance and wearable tech company. Located at the island resort on Lāna‘i, the ... More
18 Feb 2021
Aman is planning to debut its sister hotel brand Janu in the heart of Tokyo in an urban redevelopment project, called Toranomon-Azabudai development. Janu was unveiled in 2020 with a fresh philosophy based on social ... More
19 Feb 2021
As evidence grows around nature’s wellbeing and health benefits, the team behind the UK’s Lost Gardens of Heligan has created an initiative to demonstrate how its guests can harness nature to boost wellbeing. Heligan has ... More
18 Feb 2021
Barefoot luxury hotel group Soneva has upgraded its secluded Maldivian island retreat, Soneva Jani. Developed by Eva and Sonu Shivdasani, Soneva’s philosophy is SLOW LIFE – sustainable, local, organic, wellness, learning, inspiring, fun experiences. The ... More
     
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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
Asia Pacific Spa and Wellness Coalition gears up for first virtual Round Table in March 2021
The Asia Pacific Spa and Wellness Coalition (APSWC) has unveiled new details about its upcoming 2021 Round Table Conference, scheduled for 15-17 March.
Six Senses transforms Brazilian resort previously backed by co-founders of The Body Shop and AOL
Six Senses Hotels Resorts Spas has expanded its portfolio with a new eco-wellness resort in Mantiqueira, Brazil, nestled amongst flourishing forests and situated at the meeting of three valleys.
Baca Architects submits scheme for floating eco-wellness sanctuary and spa
Baca Architects has submitted a scheme to transform an unused UK quarry lake and surrounding land into a unique eco-wellness resort centred on waterside living and water- based recreation.
Montana hot springs resort unveils new bathing area in time to host global hot springs convention
The Hot Springs Connection conference is scheduled to take place in person at Quinn’s Hot Springs Resort in Paradise, Montana, on May 17-20 2021.
Beverly Hills Hotel unveils newly renovated spa with design details by Champalimaud Design
The iconic Beverly Hills Hotel Spa in Los Angeles has reopened its doors after seven months of extensive refurbishment and redesign.
Heyday secures US$20m in funding to underpin expansion plans
US-based skincare company Heyday has announced a US$20m (£14.2m €16.5m) Series B round of funding led by Level 5 Capital Partners (L5), with participation from existing investors Lerer Hippeau and Fifth Wall Ventures.
+ More news   
 
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