Choosing a brand partner

With so many spa skincare brands on the market, how do you decide which one to work with? Ellen Cummings speaks to two leading spa directors to find out their criteria

Emma Pridding

Tara Moore

The choice of which professional product houses to partner with is one of the most important decisions spa businesses have to make. These brands will be directly associated with you and can make or break the success of your service offering – and therefore your bottom line.

Emma Pridding, spa director at The Spa at Carden in Cheshire, and Tara Moore, head of spa operations at Galgorm in Ballymena, reveal how they select the perfect partners.

What do you consider when choosing a brand to partner with?

Emma Pridding: “I look at five key factors as a reference point when looking for new brands to work with. These include the brand’s story, values, reputation, exclusivity and its alignment with our own brand.

“I do a lot of research myself, such as speaking to people within the industry and trying products for myself to see if it’s something I’d want to use. I’d also have an open conversation with the brand to ask how they provide support to ensure that we’re aligned.

“A brand doesn’t necessarily have to be hugely recognised by consumers, but if the reputation is good within the industry and people have positive things to say, I think this is a large contributing factor.”

Tara Moore: “I look for a reputable brand with a strong presence in the professional skincare industry. Brands known for their innovation, consistent quality, and professional training support ensure we as a spa continue to enhance our service offering and quality.

“The cost-effectiveness of the products, including initial investment and potential for profitability through retail sales, is a practical consideration. Products should offer a good balance between cost and quality to ensure value for both the spa and its clients.

“The brand’s team is also important. I have met a lot of brands over the years and if the people who work for them aren’t passionate, approachable and open to working with us in a unique way, it doesn’t work. They say people buy from people and that is something I strongly believe in.”

How do you assess whether a brand will be a good fit for your spa?

EP: “I collaborate with my team on market research to identify brands they would like to work with. Since they are the ones using the products, it’s crucial that they enjoy what they use.

“Doing homework and going out and trying products from the brand is important. I will often do a mystery shop on the brand and see how they’re supporting their other spa partners, asking their teams what they think of the brand and assessing their knowledge of the brand through their brand training.”

How do you ensure a brand meets your clients’ needs?

TM: “For me, personally, you need to place the customer at the heart of the decision making. Price point is very important; it’s okay having a face cream on your shelf at £200 but if the customer won’t purchase it then that isn’t good for business.

“With ever-increasing competition in the market, it’s important that we continue to offer innovative service offerings for our guests. Ensuring we understand exactly who our target markets are enables us to identify their wants, needs and drivers when it comes to booking spa experiences.

“By analysing our guest profiles and understanding what sort of guests are using the spa, their purchase behaviours and their feedback, we gain an in-depth understanding of what it is we require from a brand that speaks to our guests. We gather this data from a variety of sources including our property management system, social media and website analytics and comprehensive review sources.”

What support do you look for from brands?

TM: “Comprehensive training for spa therapists on product use and treatment protocols is essential. Good brands offer professional support, including workshops, certifications and ongoing education to ensure therapists are knowledgeable and confident in using the products.”

EP: “We look for meticulous brand training and regular updates for the team – progressing our staff and building their skills is of great importance to us. We like to work closely with the brand, making sure we are helping them uphold their clear goals and expectations. Within this, we also appreciate marketing and social media support. We often ask from our skincare brands that they offer event gifting, VIP support and continual training with therapists. We also look for a great retail partnership, asking brands for their input on how we can best market their products. This relationship is key to how we work in synergy.”

How important is a brand’s sustainability credentials?

TM: “Sustainability is one of the core pillars we look for in selecting a brand to partner with. Galgorm Collection is committed to being fully carbon neutral by 2030, pledging to be the first premier hospitality group on the island of Ireland to go fully green, and for us to fulfil our commitment, we believe in partnering with brands who align with this pledge. The main things we look for are sustainability, what they are currently doing, if they are B-Corp certified and what their plans for the future are.”

EP: “Sustainability is at the heart of our spa, and in its sustainability mission statement The Spa at Carden pledges to only work with suppliers and contractors with similar environmental standards to align with its vision. With that in mind, a supplier must be making progress with its sustainability mission to ensure that we’re aligned in this way. For example, Germaine de Capuccini has recently brought refill packaging to its product range and retail site, and as the brands flagship spa, we’re working with them to spread this message and educate customers on refill purchases.”