3_Spa Executive JulyAugust

ISSUE #46 JULY/AUGUST 2023 

SPA EXECUTIVE 

FOR LEADERS IN THE BUSINESS OF WELLNESS 

The Retail Issue 

Spotlight: 

Yon-Ka Paris: elevating the art of skincare with new 

CEO, Antoine Lamarche 

Feature: 

11 easy ways to improve retail sales in 

your spa 

Ideas: 

Can raising prices instead of discounting 

increase sales? 

Business: 

The power of scent marketing to 

increase sales at your spa

PUBLISHER 

Roger Sholanki 

EDITOR, CREATIVE DIRECTOR 

Elizabeth Bromstein 

Note from the Publisher 

Dear readers, 

DESIGNER 

Design Pickle 

CONTRIBUTING EDITOR, 

PRODUCTION MANAGER 

Sal Capizzi 

Retail sales in spas can sometimes be a bit of a struggle, but they don’t have to be. Improving retail sales 

requires a combination of strategic planning, effective marketing, and exceptional customer service - but once 

you’ve mastered the art and science of it, it should come more naturally. And retail is an important part of your 

overall spa operations. We cover these ideas in this month’s issue of Spa Executive. 

We talk about retail science and the science of consumer behavior, how scent, touch, light, and other factors 

are quantifiably connected to human moods and perceptions – and business revenue. 

We spoke with the CEO of Scent Marketing Inc., Caroline Fabrigas, who talked about her process for 

developing signature scents for spas and hotels. And with Antoine Lamarche, CEO of Yon-Ka Paris, about the 

value of designing products to deliver a multisensory experience. Lamarche was recently appointed CEO of 

Multaler Group, Yon-Ka’s parent company, so we also talked about his plans for the future of the esteemed 

luxury skincare brand, digital transformation, and why brand identity is so important. 

Our featured property, meanwhile, is the incredible Raffles London at the OWO. And, in his advice column, Sal 

Capizzi answers the question of how to hire the best talent for your spa. 

I hope you enjoy reading this month’s articles in Spa Executive and they provide valuable information to help 

you achieve success. 

Roger Sholanki, 

Spa Executive 

CEO, 

Book4Time 

Spa Executive is Book4Time’s 

magazine for leaders in the 

business of wellness. News, 

views, and interviews for those 

who want to attract top talent, 

increase customer retention, 

and offer the best possibl 

guest experience.

Contents 

July/August 2023 Volume 46 

4 

6 

8 

RETAIL 

11 easy ways to improve retail sales in your spa 

IDEAS 



ADVICE/STAFFING: 

Dear Sal, how can I hire the best 

spa employees? 

10 

13 

16 

19 

The MULTISENSORY EXPERIENCE 

THE SENSES 

The power of scent marketing to increase 

sales at your spa 

Scent expert, Caroline Fabrigas, on creating 

signature scents for spas & hotels 

Increase retail sales in your spa & hotel: 

science-backed tips 

Enhancing retail sales in spas: the 

multisensory revolution with Yon-Ka Paris 

21 

25 

27 

29 

SPOTLIGHT 

Yon-Ka Paris: elevating the art of skincare led 

by new CEO, Antoine Lamarche 

FEATURED PROPERTY 

Raffles London at the O 

RETAIL 

6 strategies for moving unsold spa stock 

without discounting 

CASE STUDY 

Hotel Del Coronado

Image by Freepik 

Retail 

11 easy ways to improve retail sales in 

your spa 

Improve retail sales with these 11 

easy strategies. 

Improving retail sales in a spa requires a 

combination of strategic planning, effectiv 

marketing, and exceptional customer service. 

Here are some tips to help you increase your 

retail sales. 

11 easy ways to improve retail sales in your spa 

1. Identify your target market: Understand 

your spa’s target audience and preferences. 

This will help you curate a product selection 

that appeals to their needs and desires. Use 

your spa software’s reports and note taking 

function to dive deep into customer behavior 

and really get to know your guests. 

2. Offer quality products: Stock your retail 

area with high-quality spa products that align 

with your brand and the services you provide. 

Ensure that they are effective, reputable, an 

offer value for money 

3. Keep track of inventory: Properly 

tracking inventory helps you stay on top of 

what products are selling and which ones 

are not – so you don’t run out of a popular 

item and overstock an unpopular one. 

Book4Time’s inventory tracking will do this 

for you and eliminate the potential for errors 

caused by doing it manually. The software’s 

reports can also help you easily determine 

things like whether a product is more popular 

at certain times of year and with a 

certain demographic. 

4. Create an enticing retail space: Design an 

appealing and well-organized retail area within 

your spa. Use attractive displays, good lighting, 

and strategic product placement to encourage 

browsing and impulse purchases. Make sure 

the area is clean, inviting, and aligned with your 

spa’s ambiance. Dive into retail science research 

to learn a few things about the scents, lighting, 

layout and general ambiance that invite people 

to purchase. 

5. Train your staff: Educate your 

employees about the products you offer so 

they can confidently discuss and 

recommend them to clients. Provide regular 

training sessions to keep them updated on 

new products and their benefits. Encourage 

staff members to use the products 

themselves, as personal experiences 

can make their recommendations more 

authentic. If your team truly loves your 

4 

| Spa Executive

products, that will shine through and 

getting other people excited about them 

will naturally follow. 

6. Cross-promote products and services: 

Train your staff to sug est complementary 

products to customers during treatments 

or spa services. When a client is getting 

a massage, your staff should be sharing 

their enthusiasm for the massage oils and 

aromatherapy products they’re using. 

Book4Time spa software’s Shopping Cart 

allows staff to send the recommendation 

to the front desk through a mobile device so 

that they can be discussed at checkout. 

7. Run promotions and incentives: Offe 

special promotions, discounts, or loyalty 

programs to incentivize customers to make 

retail purchases. This can include package 

deals, bundling products, or providing 

discounts for multiple purchases. 

Enhance the customer experience: 

Focus on delivering exceptional customer 

service. Create a warm and welcoming 

environment where clients feel valued and 

pampered. Encourage your staff to engage 

with customers and practice active listening 

to deeply intuit guest needs – the best 

guest experiences come when you know 

what the guest needs before they do – and 

offer personalized recommendations 

Gather customer feedback: Regularly seek 

feedback from your customers to understand 

their preferences, satisfaction levels, and 

suggestions for improvement. Actively listen 

to their needs and make adjustments to your 

product selection and marketing strategies 

based on their feedback. 

Collaborate with local businesses: 

Establish partnerships with complementary 

businesses, such as hair salons, nail studios, 

or fitness centers. O er cross-promotions 

or joint marketing initiatives to expand your 

reach and attract new customers. 

Consistent effort and a customer-centric approach 

Remember, consistent effort and 

customer-centric approach are key to 

improving retail sales in your spa. Ensuring 

that the whole team is aligned and that they 

are true ambassadors for your product line is 

also essential. Continuously encourage your 

team and adapt and refine your strategie 

based on market trends and customer 

feedback to maximize your success. 

Leverage online platforms: Establish 

an online presence through your website 

and social media channels. Showcase your 

products, share customer testimonials, 

and provide useful information about their 

benefits. Utilize e-commerce capabilities 

to allow online purchases and provide 

convenient delivery or pickup options. 

5 




According to a Robert Cialdini’s book, Influence: 

the psychology of persuasion, raising prices might 

be a better sales tactic than slashing them. . 

In the world of retail and sales, reducing 

prices is usually the go-to solution for driving 

customer engagement and moving slowselling 

merchandise. However, an intriguing 

alternative approach challenges this 

conventional belief; instead of resorting to 

discounts, consider the possibility of raising 

prices. Surprisingly, increasing prices can 

not only bolster revenue but may generate a 

surge in product sales. 

This is according to a principle discussed in 

Robert Cialdini’s bestselling book, Influence: 

the psychology of persuasion. 

Price as a trigger for quality 

In the book, Cialdini shares an anecdote 

about a friend with a jewelry store in Arizona. 

Cialdini wrote that the story involved 

an allotment of turquoise jewelry that the 

woman had been having trouble selling, 

despite it being peak tourist season and the 

pieces being “good quality for the prices she 

was asking.” After trying and failing with some 

standard tactics like moving the items to a 

more central display area and asking her 

sales staff to push them hard, the woma 

wrote a note to her head salesperson the 

night before leaving for a buying trip. She 

hastily scribbled: “Everything in this display 

case, price × ½,” hoping to offload the piece 

even if at a loss. 

Cialdini explains: 

“When she returned a few days later, she was 

not surprised to find that every article had been 

sold. She was shocked, though, 

to discover that, because the employee had 

read the ‘½’ in her scrawled message as a ‘2,’ the 

entire allotment had sold out at twice the 

original price!” 

The explanation he gives is fairly simple: 

“The customers, mostly well-to-do vacationers with 

little knowledge of turquoise, were using a standard 

principle – a stereotype – to guide their buying: 

‘expensive = good.’ Thus the vacationers, who 

wanted ‘good’ jewelry, saw the turquoise pieces as 

decidedly more valuable and desirable when 

nothing about them was enhanced but the price. 

Price alone had become a trigger feature for 

quality; and a dramatic increase in price alone had 

led to a dramatic increase in sales.” 

Cialdini explains: 

“These were people who had been brought up on 

the rule ‘You get what you pay for’ and who had 

seen that rule borne out over and over in their lives. 

Before long, they had translated the rule to mean 

‘expensive = good.’ The ‘expensive = good’ stereotype 

had worked quite well for them in the past, since 

normally the price of an item increases along with 

its worth; a higher price typically reflects higher 

quality. So when they found themselves in the 

6 


position of wanting good turquoise jewelry without 

much knowledge of turquoise, they 

understandably relied on the old standby feature 

of cost to determine the jewelry’s merits.” 

Similarly, as many people are not experts 

on skincare and product ingredients, they 

will often accept an expert’s knowledge. This 

doesn’t mean one should overprice products 

or gouge customers. It means that rather than 

discounting a product and thereby decreasing 

its perceived value, one might be able to move 

in the opposite direction and increase 

perceived value. 

If you are raising prices on one or a few 

products, this isn’t something you have to 

announce, unlike an overall price hike. After all, 

if people haven’t been paying attention to the 

products they’re not going to know what they 

cost or notice a change. 

More things to consider when trying to move 

unsold merchandise 

We can’t guarantee that increasing prices will 

sell the products, as it depends on many other 

factors, including what the products are, your 

customer base, the time of year, and more. 

But we wanted to bring the idea to your 

attention. Only you know your customers well 

enough to decide if such a tactic will work. 

More things to consider when it comes to 

moving merchandise that isn’t selling include 

making sure you have really highlighted the 

benefits of the product and its key in redients. 

If there is a particular pain point the product is 

designed to address – dry skin, muscle pain, 

environmental stress – assess whether you’re 

doing a good job of communicating that. 

Someone ordered this product because they 

believed in it. It may be just a question of 

getting others to see why. 

7 


Image by pressfoto on Freepik 

Dear Sal, how can I hire the 

best spa employees? 

Sal Capizzi 

Sal Capizzi, Marketing Director at Book4Time 

and a former Director of Spa and Wellness 

at NEXUS Luxury Collection, shares his expert 

insight into your reader questions. Here he 

talks about how to hire the best spa employees. 

Send your queries about managing staff, 

operations, and anything else you want to know 

(challenge him!) to scapizzi@spaexecutive.com 

Q. Dear Sal, Can you share some best 

practices around hiring quality over 

quantity? I need to build my team but 

I’m araid i I go on a hiring spree I will 

get some bad eggs in the mix and the 

company I work for prides itself on 

employee retention. 

A. Hey! I get it you’re probably faced with a 

staffing shortage while still having a month 

goal to hit, am I right? If so, I get it. 

You should probably first optimize your 

schedule to make sure your current team 

players are filling up any available prime 

time slots when your spa is the busiest such 

as evenings and weekends. But that wasn’t 

your question. Have a team meeting with 

your current set of staff and ask them if 

they know anyone dependable and reliable 

looking for a job. This is the spa industry. 

We all know each other in some capacity. 

Don’t forget, your therapists probably went 

to school with at least 20 other future 

therapists. Trust your team and follow up on 

any potential leads they give you. I start out 

with this because a team member isn’t going 

to risk putting their name on the line for an 

unreliable candidate. 

My next approach would be to reach out 

to your recruiter and make sure they know 

your needs and come up with a game 

plan to have X amount of interviews in X 

amount of days. Get creative and maybe 

work with your GM to offer a hiring incentive 

for the spa if budget allows. Make sure 

your recruiter does not put the spa on the 

backburner as you are an important ancillary 

revenue driving department. 

My third approach would be to hit the job 

boards like the one that the International 

Spa Association (ISPA) provides in their 

online career center. They have candidates 

at all levels in the industry looking for work 

and you could post your openings there as 

well. This industry is all about networking 

8 


after you post your openings for the team 

members you’re looking for. Maybe you 

ask a sister property if they have any staff 

members available looking for extra shifts on 

certain days of the week, maybe you partner 

with a local trade school and interview 

recent or upcoming graduates and advance 

whoever performs a great practical session. 

There are a ton of good ways for yourself to 

make connections and grow your team with 

the resources you already have! 

I hope this helps and you and your team knock 

it out of the park in the upcoming months! 

Sal 

9 



The power of scent marketing to increase sales 

at your spa 

Image by vecstock on Freepik 

Scent marketing can be applied in various 

settings, including retail stores, hotels, 

casinos, spas, car showrooms, and even in 

product packaging. 

That new car smell, the scent of baking 

cookies in a show home…you’re familiar with 

the concept of scent marketing. 

If you run a spa, hotel, resort, or a 

combination of these, you’ve probably 

already put a fair amount of thought 

into what you want the atmosphere to 

smell like — relaxing, inviting, comforting, 

sophisticated perhaps? Hyatt, Ritz Carlton, 

Auberge, W, One Hotels, St. Regis, Shangri La 

… all hotels of renown use signature scent as 

part of their brand experience. 

What is scent marketing? 

Are you engaging the sense of smell to its 

full potential? Scent marketing, also known 

as aroma marketing or olfactory marketing, 

is a strategic approach that involves using 

scents or fragrances to influence consume 

perception, behavior, and overall brand 

experience. It recognizes the power of 

scent in triggering emotions, memories, and 

associations, and leverages this knowledge 

to create a favorable atmosphere or 

association with a particular brand, product, 

or environment. 

Scent marketing can be applied in 

various settings, including retail stores, 

hotels, casinos, spas, car showrooms, 

and even in product packaging. It aims to 

enhance customer engagement, increase 

brand recognition, create a memorable 

experience, and ultimately drive sales. 

By strategically selecting and diffusin 

specific scents, businesses can evok 

certain emotions or create a particular 

ambiance that aligns with their brand 

image or objectives. The example above, 

which we’re all familiar with, is the show 

home using the aroma of freshly baked 

bread or cookies to create a warm, inviting 

atmosphere. Luxury hotels, meanwhile, are 

known for diffusin signature fragrances in 

lobbies to evoke the feelings they want to 

associate with their brands. 

Studies have shown that scent can have 

a significant impact on consumers’ mood 

perception, and purchasing behavior. It 

can influence how customers perceive th 

quality of products or services, improve 

brand recall and recognition, and even 

affect the duration of their store visits 

It’s a sensory marketing technique that 

taps into the power of scent to create a 

more immersive and memorable brand 

experience, fostering positive associations 

and influencing consumer behavior 

10 


The nose knows more than you know 

Our noses are more powerful than you 

probably think. According to Discover 

Magazine, a 2014 study showed that 

humans can distinguish around a trillion 

different odors, up from previous estimates 

of just 10,000 – though we don’t have words 

for a trillion smells. Much of the experience 

of smelling happens under “the radar of 

consciousness,” as Discover puts it, and we 

can be influenced without realizing it 

Matthias Laska, a biologist at Linköping 

University in Sweden, has been comparing 

senses of smell across species, including 

humans. Laska told Discover that he has 

found that humans smell as well as, or 

better than, many other mammals and are 

even better than dogs at detecting some 

scents. These include aromas produced 

by plants, while dogs are better at sniffi 

out fatty acids. These differences are likely 

attributable to evolutionary requirements. 

“Odors that are not relevant for you, you 

are usually not good at [smelling],” Laska 

told Discover. 

And, like dogs, humans can pick each other 

out of a literal lineup by scent. In a 2015 

study, Portuguese and Swedish researchers 

collected body odor samples from 20 male 

university students. 

“Other students then watched a video of an 

actual assault by a man on a woman (to stir 

them emotionally), while sniffing a scent they 

were told was that of the suspect. In reality, it 

was the scent of one of the 20 male students. 

Afterward, the sniffers were given a “lineup” of 

five odor samples and asked to identify the 

person whom they had smelled — presumably 

not a very enjoyable task. Results were quite 

impressive, though. 

The “witnesses” were able to pinpoint the 

would-be suspect 75 percent of the time.” 

The smell of emotion 

Research findings su gest we can also smell 

emotions. In 2015, researchers from Utrecht 

University in the Netherlands measured the 

facial movements of volunteers who sniffe 

sweat samples of people who had watched 

either happy scenes from Disney’s The Jungle 

Book or scary clips from Stanley Kubrick’s 

The Shining. After smelling The Jungle Book 

watchers, participants “assumed a genuine 

happy facial expression,” the study author said. 

“It was subtle, yet significant. 

More research suggests we can sniff out fear, 

danger, sickness, and a compatible lover, as well 

as detect whether we’re related to someone. 

Scents may even make us look younger 

and thinner 

In a study that involved guessing the age of 

women shown in photos, participants who 

smelled grapefruit – and liked the smell of 

grapefruit – estimated the women to be 12 

years younger than their actual ages. If the 

participants smelled spicy and floral notes, th 

women looked four pounds slimmer.as detect 

whether we’re related to someone. 

5 examples of scent correlated with increased 

consumer spending 

Now we know a few of the things we can 

detect through scent and how it may 

influence our perceptions, let’s look at fi 

examples of when scent was correlated 

with increased spending. 

1. In a field experiment, customers of 

a second-hand clothing store faced one 

of three conditions: fresh linen scent 

(pleasant and priming the idea of “clean 

clothing”), vanilla sandalwood scent 

(pleasant control odor), or regular store 

odor (odorless control). The results 

showed that consumer spending in the 

fresh linen scented environment was 

almost double that of spending in the 

odorless control and pleasant odor 

control environments. 

2. In a now famous study, Alan Hirsch and 

a colleague conducted an experiment in 

which subjects were sent into two identical 

rooms, one with a pleasant floral smell an 

the other with nothing but filtered air. I 

each room was an identical pair of Nike 

shoes. After 30 seconds in each room, the 

subjects were given questionnaires about 

the shoes. “What we found,” Hirsch told the 

Chicago Reader in 1994, “was that 84% of 

the subjects said they were more likely to 

buy the shoes associated with the mixedfloral 

smell” – even when the smell droppe 

to undetectable levels. They also reportedly 

appraised the shoes at a higher price. 

3. Another early 1990s study by Hirsch was 

conducted on three slot machine areas at a 

Las Vegas casino. Two were odorized, each 

with a different aroma, and a third serve 

as an unodorized control. The money 

gambled in the area scented with Odorant 

No. 1 was 45% higher than on the previous 

and following weekend, while the amounts 

of money gambled in the slot machines 

surrounding Odorant No. 2 and in the 

control area did not change. 

4. A study at Washington State University 

found that “simple scents” may work 

best when it comes to influencin 

spending. Researchers developed two 

scents: a simple orange scent and a 

more complicated orange-basil blended 

with green tea. Over 18 weekdays, they 

11 | Spa Executive

watched more than 400 customers in a 

home decorations store with either the 

simple scent, the complex scent, or no 

scent. The group exposed to the simple 

scent spent an average of 20% more. 

5. In 2015 a research team at Temple 

University found a correlation between 

warm scents, consumer preference for 

luxury (more expensive items), and an 

increase in overall spending. The theorized 

reasoning was interesting. “If there is a 

warm scent in the room, people perceive 

the room to be smaller, and more full of 

other people,” said the lead study author. 

“As a result, they feel a little less socially 

powerful. In order to restore their feeling 

of power, they prefer premium or luxury 

brands.” The authors wrote, “Our finding 

provide practitioners with concrete 

insights on how different cate ories of 

scents work, and they can ultimately 

be translated into specific uidance for 

retailers’ strategy.” 

A more immersive and memorable 

brand experience 

Scent marketing is a powerful tool 

that businesses can utilize to create a 

more immersive and memorable brand 

experience for their customers. The sense of 

smell has a profound impact on emotions, 

memories, and – potentially – purchasing 

behavior. As businesses continue to explore 

the potential of scent marketing, it becomes 

clear that the nose truly knows more than 

we realize, and harnessing the power of 

scent can be a game-changer in the world of 

marketing and branding. 



Scent expert, Caroline Fabrigas, on creating 

signature scents for spas & hotels 

Caroline Fabrigas 

Caroline Fabrigas of Scent Marketing Inc. talks 

about creating the perfect signature scent for 

your brand. 

We’re talking about scent marketing for your 

spa and hotel, and about how multisensory 

experiences can increase sales and elevate 

brand awareness and consumer connection. 

Caroline Fabrigas is the CEO of Scent 

Marketing Inc., a full-service scent and 

sensory marketing company and a leading 

authority in the art and science of scent 

marketing and branding that has created 

scents for world-class brands such as Hyatt, 

Auberge Resorts Collection, 1 Hotels, and 

Deep Blue Med Spa. She is also co-founder 

of ScentInvent Technologies LLC., a scent 

innovation firm dedicated to introducin 

new forms and function in fragrance. She 

has worked in marketing for luxury brands 

including Clarins, Prada, and Chanel, and 

maintains an active beauty consulting 

practice called BeautyFluence LLC. 

We got deep into it with Caroline Fabrigas 

about developing signature scents for hotels 

and spas. 

Please talk to us about how scent elicits 

emotions and reactions. 

We see what happens in the presence of 

scent versus in the absence of scent. When 

the right scent for the environment is present 

in an appropriate way, you will see the “linger 

longer factor,” where guests and clients 

will stay longer in a particular area, which is 

always good. There is also a memorability 

factor, as scent builds an instant recall, so 

when someone leaves a place, they will have 

a longer-term memory of that experience. 

(Read more on the science of consumer 

behavior here) 

We think this works through the brain’s limbic 

system, which is where all memory is stored. 

It’s like the reptilian brain, the automatic 

reaction to things. The limbic system is 

connected to the olfactory system where 

a human perceives scent. When a scent 

molecule comes in, it’s like a lock and key 

opening a receptor in the olfactory system, 

and then that rushes to the limbic system 

and there is a reaction. Hopefully the right 

scent triggers the right reaction. 

You can see it in everyday life. When you 

smell something amazing, like baking bread, 


it makes you feel warm, it makes you feel 

hungry. When you smell fire and smoke, yo 

have a totally different reaction. That’s th 

limbic system. In what we do, we try to tap 

into that with branded scent, that creates the 

reaction that we are looking to create. If we’re 

trying to create a dynamic environment, we 

will pick aromas known to promote this idea 

of energy or dynamism. If we’re looking for 

something comforting, relaxing, and calming, 

we will pick aromas known to create those 

kinds of sensations and reactions. 

We often talk about the calming effect of 

lavender but what are some of the other scents 

that can evoke specific, sought-after reactions? 

Peppermint is historically known to help 

clarity and focus, cinnamon is known to 

sharpen the mind, and pine can help 

alleviate stress. Vanilla can be comforting 

and calming, while citrus can help to 

provide a sense of energy and exhilaration, 

and eucalyptus helps support clearing and 

clarifying. Jasmine may also help sharpen 

the mind and help with precision. There 

was a study, in which the accuracy of 

baseball players hitting the ball increased 

in the presence of the scent of jasmine. 

These things may be dependent on your 

culture and the associations you have with 

specific smells. But are there scents that evoke 

universal reactions? 

What are some things people should keep 

in mind when seeking the right scent for 

their business? 

Picking a scent that is reflective of our 

brand and what you want to communicate. 

Because sometimes if you don’t have that 

alignment, you can create a disconnect 

and it can be disjointing. 

There are different ways we work wit 

our clients. We can create a total custom, 

bespoke scent from scratch or fin 

the right scent that already exists in 

our extensive scent library. Sometimes 

someone is not ready for a completely 

bespoke scent and will want to fin 

something that already exists. Then we’ll 

do a curation process, which is quicker 

and less expensive. Sometimes somebody 

will start with a curated scent and end up 

very happy with it. 

I should add, how the scent is working 

with the diffuser is also somethin to think 

about. Maintaining your diffuser is very 

important. Whether it’s in the HVAC or 

whether it’s free standing, making sure it’s 

filled, makin sure it’s clean, making sure 

it’s tended to. Like with anything else you 

need to make sure that it’s maintained. 

Can you talk about the process of creating a 

bespoke scent and connecting it to the brand? 

to be incredibly sustainable. In creating 

it, it wasn’t a superimposed fragrance, it 

was much more about the raw materials 

of your environment breathing with you 

instead of at you. 

It all came together when we stood in 

one of the model hotel rooms with our 

perfumer. We smelled the wood and 

the greenery. And they have a faucet in 

every room instead of bottled water, and 

you could smell the cold water. It was 

an incredible experience. And then how 

to interpret that into scent? We have 

a specific process where we do a DN 

analysis of the brand, of the colors, the 

textures, the sounds, the language, the 

philosophy, the ethos, and really what 

the brand wants to communicate. We use 

that as our brief and then we work with 

perfumers and research companies to 

determine what kinds of raw materials 

will evoke the kinds of sentiments and 

feelings that we are after. And we create 

these incredibly unique custom bespoke 

blends and share them in sniffi sessions 

with our clients, taking them through the 

different iterations of what we’ve create 

and why — how it connects to their ethos 

and their brand, speaking the language of 

that brand back to the client through the 

lens of scent. 

How can scent marketing increase revenue? 

I do think that the gourmand scents create a 

reaction because they are included in many 

cultures. Vanilla is noticeably sweet, warm, 

and comforting. And you would find it used i 

various cuisines. That could be a scent that I 

would say resonates. I also think wood would 

be universally recognizable as something 

grounding, anchoring, and sensual. 

That’s my favorite thing in the whole world 

to do. We have created the scent for the 1 

Hotels, which has become quite a 

collection now of hotels. We started with 

them when they were just doing their 

initial branding, and it was an incredible 

development because the whole premise 

was the idea about being one with the 

environment. We looked at the décor and 

at the philosophy of the brand, which was 

I always hesitate to add that to the story 

because there are so many things that 

can influence revenue, like a sale, th 

weather, or the time of year. So, I tend to 

keep the influence of scent when it come 

to purchasing behavior more to the other 

factors. Like many areas of marketing, 

scent is connected to brand building 

which is, of course, connected to revenue. 

There have been several experiments that 


suggest it has a positive impact on sales. 

In a well-known experiment conducted 

with Nike, for example, subjects who 

viewed sneakers in a scented room vs an 

unscented room were significantl 

more likely to say they would purchase the 

shoes, and appraised them at a 

higher value. 

Also, we have many clients who have gone 

from just having an ambient scent diffuse 

in their location to creating an entire 

revenue stream with us where we will 

make candles, room sprays, reed diffusers 

all kinds of products that they can then 

sell, and it creates an entire incremental 

business for them. Right. This goes back 

to reinforcing the brand connection and 

memorability, and it creates this full circle 

experience as well as an additional revenue 

stream. So, it’s a wonderful business. 



Increase retail sales in your spa & hotel: 

science-backed tips 

Spas often struggle with retail sales, but 

there are tactics to overcome these struggles 

and increase retail sales, many of which are 

backed by research. 

People might not think of retail as a science but 

it is. Spas often struggle with retail sales, but 

there are strategies to overcome these struggles, 

many of which are backed by research. 

Kenneth Ryan, Vice President of Global 

Wellness, Spa and Fitness Operations for 

Marriott International, told Spa Executive 

in an interview, “I’ve learned that retail is 

very much a science. The more I work with 

the experts, the more I realize how much 

expertise there is in it. There’s a behavior 

in how people shop. There’s a reason why 

Sephora is successful. There is a science to 

everything they do, there’s a science to the 

way the store is lit, to the planogram and 

how it’s laid out, to the way they allow people 

to test and play with the product. When you 

work with retail experts, you see it, and we, 

as an industry, are not necessarily doing that. 

There’s opportunity for retail to get better by 

providing more education and guidance, and 

bringing in the people who do it well.” 

How can retail science, or scientific retailin , 

be applied to retail in spa and hospitality? In a 

few different ways 

Consumer psychology 

Consumer psychology, or consumer 

behavior, is one area of retail science. This 

is the study of purchasing behavior and 

“how our thoughts, beliefs, feelings, and 

perceptions influence how we buy and relate 

to goods and services.” In other words, why 

do we spend our money on what we do? 

Some of the things that have been found 

to impact consumer purchasing behavior 

include scent, lighting, touch, and storytelling. 

Scent 

Research findings su gest that the use of 

ambient scent could impact mood and 

perception in ways like decreasing stress and 

anxiety and may help enhance customer 

loyalty and increase spending. Aromas of 

lavender, basil, cinnamon, and citrus are said to 

be relaxing. Peppermint, thyme and rosemary 

are invigorating. Ginger, cardamom, licorice, 

and chocolate may evoke romantic feelings. 

Rose may promote positivity and happiness. 

Scent marketing is the strategic use of 

fragrance at consumer touchpoints. One study 

at Washington State University found that 

“simple scents” may work best when it comes to 

influencing spending. Researchers develope 

two scents: a simple orange scent and a more 

complicated orange-basil blended with green 

tea. Over 18 weekdays, they watched more 

than 400 customers in a home decorations 

store with either the simple scent, the complex 

scent, or no scent. The group exposed to the 

simple scent spent an average of 20% more. 


Stories 

Selling with stories, sometimes called 

“storyselling,” may also increase sales. 

In a study called the Significant Objects 

Experiment, $128.74 worth of thrift-store 

items sold for $3,612.51 on eBay when 

accompanied by fictional stories, a valu 

increase of 2706.50%. And 2015 research 

found that “if people really love a brand story, 

more than half (55%) are more likely to buy the 

product in the future, 44% will share the story 

and 15% will buy the product immediately.” 

In another example, Save the Children, a 

charity that connects donors with children 

in developing countries, found that telling 

stories about the children and their situations 

increased donation amounts by more than 

twice as much. 

Touch 

A study published in the Journal of Consumer 

Research found that consumers who touched 

merchandise were willing to pay more for 

products than those who kept their hands 

off. Researchers placed two products, a Slink 

and a coffee mu , in front of 231 subjects and 

told one group they were allowed to touch 

them and the other group they were not. 

Those who touched the items were willing to 

pay more to purchase the products and also 

reported “statistically significant hi her levels 

of perceived ownership,” suggesting a desire 

to purchase. 

“When you touch something, you instantly feel 

more of a connection to it,” one of the study 

authors said. “That connection stirs up an 

emotional reaction — ‘Yeah, I like the feel of it. 

This can be mine.’ And that emotion can cause 

you to buy something you never would have 

bought if you hadn’t touched it.” 

Lighting 

Research from the Kellogg School indicates 

that people feel a disconnection from others 

in darker settings. Study authors theorize 

that this psychological distance encourages 

individuals to prioritize personal desires, 

often leading to choices providing immediate 

gratification. Three experiments wer 

conducted where participants in dimly lit 

rooms displayed a preference for pleasurebased 

choices. Companies selling luxury or 

indulgent items might benefit from dimmin 

the lights. There is also suggestion that very 

bright lights may increase impulse buying and 

dynamic lighting may increase time people 

spend lingering in front of store windows. 

Behavioral psychology in your spa, hotel, or resort 

Companies aiming to increase retail sales 

should pay careful attention to these 

behavioral psychology elements and 

spend some time learning how they are 

best applied. What sort of lighting best 

works in your space and the scents that 

may induce a desire to purchase items, for 

example. Learning the stories behind your 

retail products and sharing them is also 

important. This is why brands share these 

stories; their mission, values, and histories. 

And allow customers to try the products 

that interest them and that may work for 

them. In a spa, this opportunity is built into 

treatments and services. All you have to do 

is find a way to communicate it. 

Scientific retailing by the numbers 

Another major aspect of retail science is 

numbers. Retailers today have access to 

massive amounts of data but don’t always 

know how to use this information to their 

advantage. Analyzing the data collected in 

your software system can lead to smarter 

and faster decision making and bigger profit 

margins. Use customer data to design your 

sales and marketing strategies, identify 

customer needs and effectively tailor your 

offerings and messages. 

Key areas of focus include: 

Customer analytics: Analyzing customer 

data to understand purchasing behavior, 

preferences, demographics, and lifetime value. 

This helps retailers personalize marketing 

campaigns, optimize product assortments, 

and improve customer satisfaction. 

Inventory management: Utilizing data to 

optimize inventory levels, forecast demand, 

and minimize stock-outs or overstock 

situations. By accurately predicting demand 

patterns, retailers can streamline their supply 

chain, reduce costs, and improve profitability 

Pricing optimization: Analyzing pricing 

data and customer response to determine 

optimal pricing strategies, promotions, and 

markdowns. Retail science helps retailers 

identify price elasticity, competitive pricing 

benchmarks, and pricing structures that 

maximize revenue and profitability 

Store layout and merchandising: 

Using data analysis to optimize store 

layouts, product placements, and visual 

merchandising strategies. By understanding 

customer flow patterns and product affinit 

retailers can enhance the overall shopping 

experience and drive sales. 

Demand forecasting: Applying statistical 

models and machine learning algorithms 

to predict future demand for products, 

considering various factors like historical 

sales, seasonality, promotions, and external 


influences. Accurate demand forecasting 

helps retailers optimize inventory, improve 

supply chain efficiency, and reduce wast 

Market basket analysis: Examining 

customer purchase patterns to identify 

product associations and upselling and 

cross-selling opportunities. This analysis 

helps retailers create targeted product 

bundles, optimize product placements, and 

personalize recommendations to increase 

sales and customer satisfaction. 

and purchasing trends. These features 

help you break down the metrics you’re 

looking for, giving you the insight you need 

to make the best decisions for the retail 

departments of your hospitality business. 

Use these retail science strategies 

to increase retail sales in your spa 

and/or hotel. 

Retail science in this case leverages 

advanced analytical techniques, machine 

learning algorithms, and data visualization 

tools to transform raw data into actionable 

insights. By harnessing the power of data, 

retailers can make data-driven decisions, 

enhance operational efficien , improve 

customer experience, and drive business 

growth in an increasingly competitive 

retail landscape. 

How to collect customer data 

Your spa and ancillary revenue software 

system should collect the data you need and 

integrate with your hotel or resort's other 

systems as well. Data can be collected in 

a variety of ways, including through your 

online booking and intake forms, your loyalty 

and membership programs, and your POS 

system. Your staff members, meanwhile, 

should be entering valuable information 

into your software’s note taking function. 

Birthdays, special occasions, life milestones, 

and expressed preferences, for example. 

Book4Time’s reporting dashboards 

display your data in an easy to read 

format. Our business management 

software features more than 250 reports 

and dashboards, from KPI tracking and 

financial report ng to revenue forecasting 



Enhancing retail sales in spas: the multisensory 

revolution with Yon-Ka Paris 

Yon-Ka Paris products are designed to create 

an unforgettable multisensory experience 

while delivering maximum efficacy for skin 

care needs. 

In today’s hypercompetitive world of spa 

and wellness, differentiating yourself from 

the crowd and creating memorable client 

experiences is not just a nice to have – it’s a 

business imperative. 

As spa owners and managers seek novel 

ways to attract customers and boost sales, 

providing exceptional customer service, 

educating clients, offering personalized 

experiences, and featuring the best possible 

products on the market are key. On top of 

that, there’s a strategy that stands out from 

the rest – the multisensory experience. 

The evidence that you can improve your 

spa’s retail sales by engaging all of your 

guests’ senses is compelling. An immersive 

multisensory experience not only enhances 

the in-spa journey but can also significantl 

influence purchasin behavior. From the scent 

of calming fragrances wafting through the air, 

to the soft caress of the perfect product, these 

are the secrets to transforming a regular spa 

visit into an unforgettable sensory symphony – 

and increasing your spa’s retail sales. 

The multisensory experience with Yon-Ka Paris 

At Yon-Ka Paris, products are designed to 

create essential experiences that strengthen 

each person’s balance and vital energy 

using effective, personalized phyto-aromati 

products that pamper the skin and delight the 

senses. Yon-Ka’s range of products is made 

with effective, plant-based ingredients working 

together to restore radiance, suppleness, and 

balance to the skin. Yon-Ka has products for 

specific needs like dehydrated skin, sensitiv 

skin, oily skin, sagging skin, and more. Yon-Ka 

researchers are curious and open-minded, 

and products must create real results for 

authentic beauty at every age. 

Yon-Ka’s products are also 

designed to create an unforgettable 

multisensory experience. 

Yon-Ka Paris embraces the art of 

aromachology, delving into the study of 

how odors impact human behavior. By 

harnessing the power of aromatherapy and 

thoughtfully selected essential oils, their 

products not only offer delightful natural 

fragrances but also provide therapeutic 

benefits. The product team goes beyond 

surface-level exploration, delving into the 

profound influence of scents on individuals, 

resulting in the creation of products that 

establish a deep connection between the 

mind, body, and skin. 

Innovatively blending aromatic essences 

with active ingredients, Yon-Ka products 

are effective while elevating the sensory 

experience. Going beyond traditional 

skincare, these products address specific 

skin concerns while simultaneously 


promoting relaxation, rejuvenation, and 

inner harmony. 

To indulge the sense of touch, Yon-Ka Paris 

formulates its products with luxurious 

textures – rich creams, lightweight serums, 

and refreshing mists – all designed to enhance 

the tactile experience, creating a feeling of 

comfort and bliss during application. 

With Yon-Ka Paris, the multisensory 

experience transforms skincare into a 

self-care ritual, encouraging us to slow 

down, be present in the moment, and enjoy 

the process of taking care of our skin. 

By engaging all of your guests’ senses with 

the finest products available, you create 

unforgettable experiences and boost 

customer loyalty. Scent and touch play 

pivotal roles, influencing mood, perception, 

and behavior. Transform skincare into a selfcare 

ritual with Yon-Ka Paris and elevate 

your retail sales while providing exceptional 

journeys for your clients. Embrace the 

power of multisensory engagement and 

watch your business thrive. 

Yon-Ka at spas & institutes 

Treat your guests to escape and complete 

relaxation. Offered at 6000 spas and 

institutes globally, Yon-Ka Paris treatments 

are holistic timeless journeys. There’s a Yon- 

Ka solution for every specific beauty or wellbeing 

concern. Visit: https:// 

professional.yonkausa.com/ 


Yon-Ka Paris: elevating the art of skincare, 

led by new CEO, Antoine Lamarche 

We spoke with Antoine Lamarche, new CEO of 

Yon-Ka Paris, about his new role and exciting 

plans for the brand. 

world. By combining essential oils, plant 

extracts, and pure botanicals, they achieve 

unrivaled purity and efficacy in their product 

extensive managerial experience to elevate 

Yon-Ka Spa partners and the brand to 

unprecedented heights on a global scale. 

Yon-Ka Paris is a renowned global skincare 

brand distinguished by its deep-rooted 

French heritage, use of natural ingredients, 

professional expertise, holistic approach, 

personalized solutions, and luxurious 

indulgence. These attributes have captivated 

customers who seek effective skincare 

solutions intertwined with opulence for their 

ultimate self-care experience. 

Established in 1954, Yon-Ka Paris prides 

itself on a legacy forged through decades of 

expertise. The brand’s unwavering dedication 

to quality and time-tested formulations has 

cemented its esteemed reputation. 

Harnessing the bounties of nature, Yon-Ka 

Paris meticulously sources the finest atural 

and botanical ingredients from across the 

21 | Spa Executive 

Yon-Ka Paris embraces a holistic approach 

to skincare, nurturing the well-being of 

not just the skin, but also the mind and 

spirit. Through the arts of aromatherapy 

and phytotherapy, their products infuse 

essential oils and plant extracts to create a 

unique sensorial experience that promotes 

relaxation and rejuvenation. 

For Yon-Ka Paris’s team of esteemed 

scientists, dermatologists, and aestheticians, 

skincare is a science as they work to develop 

cutting-edge products backed by advanced 

research and technology, delivering visible 

results that inspire confidence. 

It was recently announced that Antoine 

Lamarche would assume the role of CEO at 

Multaler Group, the parent company 

of Yon-Ka Paris, bringing with him the 

“As an agent of change, we’re thrilled to 

have him on board to infuse the energy we 

need to move forward as a united company! 

As a proud family-owned business, I have 

full confidence that he will unite our teams 

to achieve our growth objectives while 

staying true to our core Yon-Ka values and 

unwavering commitment to excellence.” 

Catherine Mühlethaler, Owner of Multaler 

Group, said in a statement. 

This appointment follows Lamarche’s 

successful tenure as regional General 

Manager of Yon-Ka Paris USA. Since 2019, 

he has spearheaded the brand’s expansion, 

played a pivotal role in refining its image, 

and driven significant sales growth 

With his demonstrated track record as a 

dynamic leader, Lamarche is primed to steer

the brand towards even greater growth and 

reinforce its presence worldwide. 

We spoke with Antoine Lamarche about his 

new role and exciting plans for Yon-Ka Paris. 

Please talk about your new role. 

I’m thrilled to join Multaler Group as CEO, 

leading the senior leadership team. My focus 

is to enhance Yon-Ka’s position as a top 

professional-grade skincare line and expand 

its global digital reach. 

Working closely with the Mühlethaler family, 

I aim to drive global growth and foster unity 

within the company. As the CEO of a proud 

family-owned business, I believe in the power 

of teamwork and collaboration. Together, we 

will propel Yon-Ka forward, staying true to our 

core values and commitment to excellence. 

My primary objectives are to strengthen 

Yon-Ka’s professional skincare legacy and 

establish it as a leader in the natural skincare 

space. I’m also dedicated to driving brand 

awareness and accelerating our digital 

transformation. The Multaler Group’s 

reputation for innovation, manufacturing 

capabilities, and sustainable practices in the 

spa industry provides a dynamic environment 

where transparency, agility, and crossfunctional 

collaboration are key. 

I’m excited to partner with Alexis Wolkowinski, 

Owner and President of Multaler Group, 

Catherine Mühlethaler, owner and deputy 

CEO of Multaler Group, and the entire team 

as we continue our journey of excellence and 

build a successful future. Together, we will 

seize new opportunities and shape the next 

chapter of Yon-Ka’s remarkable legacy. 

What are your plans for driving brand awareness? 

Our strategy revolves around enhancing 

brand visibility through strategic 

communication initiatives, building credibility 

with our esteemed ambassadors from within 

the spa, and cultivating a devoted customer 

base for our skincare brand. Furthermore, 

we aim to forge strong partnerships and 

collaborations with wellness-oriented brands 

that align with our core values. 

Why is digital transformation important and how 

are you planning on driving this? 

Yon-Ka Paris recognizes the criticality of 

accelerating its digital transformation to 

thrive in today’s competitive landscape. 

We are committed to continuously 

establishing a strong online presence 

through strategic digital and influence 

marketing investments. Additionally, we 

fully embrace the growth opportunities 

our E-commerce platform and global 

e-commerce partners offer 

Can you talk about Yon-Ka’s values and why these 

things matter to brand identity? 

Yon-Ka Paris is deeply rooted in two core 

values: excellence and authenticity. These 

values drive the brand’s commitment to 

providing exceptional skincare solutions and 

maintaining a strong sense of integrity. 

Yon-Ka Paris sets high standards of 

excellence in every aspect of its operations. 

From the meticulous selection of natural 

ingredients to the development of cuttingedge 

skincare formulations, the brand 

strives for excellence. Yon-Ka Paris goes 

above and beyond to ensure that its 

products deliver outstanding efficacy 

optimal performance, and unparalleled 

customer satisfaction. The brand’s 

unwavering pursuit of excellence ensures 

that customers can trust in the quality and 

effectiveness of Yon-Ka Paris skincare 

Yon-Ka Paris also values authenticity as 

a cornerstone of its identity. The brand 

remains loyal to its heritage and its original 

vision and core principles. Yon-Ka Paris 

believes in maintaining the highest integrity, 

transparency, and honesty standards in all 

its dealings. By embracing authenticity, the 

brand ensures that its customers can rely 

on Yon-Ka Paris for genuine and trustworthy 

skincare solutions. This commitment to 

authenticity builds trust and fosters longlasting 

relationships with customers. 

Can you talk about aromachology and how it is 

applied with your products? 

Yon-Ka Paris incorporates aromachology, 

the science of aromas and their impact 

on human emotions and behavior, into its 

products. This integration establishes a 

harmonious connection between the mind, 

body, and skin, offering customers a sensoria 

journey that promotes relaxation, balance, 

and overall well-being. 

Through aromachology, Yon-Ka products 

transcend traditional skincare, providing a 

holistic approach to beauty and wellness. 

The carefully selected aromatic essences 

work synergistically with other active 

ingredients to enhance the effectiveness of 

the products while creating a heightened 

sensory experience 

Through the power of aromachology, 

Yon-Ka Paris strives to create a multisensory 

skincare experience that addresses specifi 

skin concerns and promotes a sense of 

relaxation, rejuvenation, and inner harmony. 

This commitment to holistic wellbeing sets 


Yon-Ka products apart and contributes to 

their effectiveness and customer satisfaction 

Can you please talk more about the 

multisensory experience? 

Yon-Ka products are designed to provide 

a multisensory experience by engaging 

multiple senses such as touch and smell. 

This approach aims to enhance the 

overall enjoyment and effectiveness o 

the skincare routine. Here’s how Yon-Ka 

creates a multisensory experience and 

why it is important: 

Texture and Touch: Yon-Ka formulates 

its products with luxurious textures that 

feel pleasant on the skin. Whether it’s a rich 

cream, a lightweight serum, or a refreshing 

mist, the products are carefully crafted to 

provide a tactile sensation that indulges 

the sense of touch. This tactile experience 

contributes to a feeling of comfort and 

pampering during skincare application. 

Aromatherapy: Yon-Ka incorporates 

aromatherapy into its products, using 

carefully selected essential oils. The natural 

fragrances not only provide a pleasant scent 

but also have therapeutic benefits. They 

create a sensory experience that can evoke 

emotions, enhance relaxation, and uplift the 

mood. The power of scent can contribute 

to a sense of well-being and enhance the 

overall enjoyment of the skincare routine. 

What are you most excited about for the 

foreseeable future? 

Yon-Ka Paris’s commitment to excellence, 

authenticity, and holistic skincare suggests 

an exciting future filled with innovativ 

products, customer-centric approaches, 

and sustainable practices. 

Yon-Ka Paris will continue to innovate its 

formulations by incorporating advanced 

technologies and scientific research 

Plus, with growing awareness about 

sustainability, Yon-Ka Paris will focus 

on further integrating eco-friendly 

practices into the brand. This includes 

embracing sustainable sourcing of 

ingredients, reducing packaging waste, and 

implementing recycling programs. 

Yon-Ka Paris also aims to expand its 

presence into new markets and regions, 

providing more customers worldwide 

with the opportunity to experience its 

high-quality skincare products. This 

expansion may involve collaborations 

with local spas, wellness centers, or 

retail partners, thereby increasing brand 

awareness and accessibility globally. 

Self-Care Ritual: The multisensory 

experience offered by Yon-Ka products 

transforms skincare into a self-care ritual. 

By engaging multiple senses, it encourages 

individuals to slow down, be present in the 

moment, and enjoy the process of taking 

care of their skin. This mindful approach 

to skincare enhances relaxation, reduces 

stress, and promotes a sense of well-being. 


ARE YOU PASSIONATE ABOUT THE 

SPA & WELLNESS INDUSTRY & DO 

YOU LOVE TECHNOLOGY? 

COME WORK FOR US. 

Book4Time is the global leader in spa, wellness, and leisure activity management 

software for the hospitality market, operating in more than 85 countries. 

Book4Time is experiencing rapid growth and hiring experienced professionals in a 

number of key roles. We offer: 

• 100% employer-paid premium benefits 

• Wellness/fitness membership program 

• Company match group RRSP program 

• 18 days of paid time off plus corporate holidays 

• Remote-First work environment (Office location: Markham, ON) 

• Free underground parking 

• Budgeted professional development 

• Wellness Stipend 

• Discounts at our customer locations 

Browse open positions here 

We look forward 

to working with you!

Featured property: 

Raffles London at the OWO 

The health club spa at Raffles London at the 

OWO, run by Pillar Wellbeing and Guerlain, is the 

first of its kind in the UK. 

Raffles London at the OWO is a new hot 

opening in the Whitehall area of the UK 

capital that fuses traditional heritage with 

contemporary pleasures. 

The Edwardian Old War Office has be 

transformed into a premiere destination with 

opulent staterooms and offices becomi 

luxury guest rooms and suites. An elegant 

setting for personal, business, and state 

occasions, the hotel features a grand ballroom 

available for weddings and events, and diverse 

restaurants and bars in historical rooms, 

including an atmospheric speakeasy. All of 

this sits in a centrally located, sophisticated 

neighborhood within walking distance of 

Buckingham Palace, Westminster, St. James 

Park, art galleries, theaters, and nightlife. 

The health club spa at the Raffles OWO, run 

Pillar Wellbeing and Guerlain, is the first of it 

kind in the UK, offerin bespoke beauty, fitness 

nutrition, and restorative wellness. 

The Guerlain Spa at Raffles London 

The state-of-the-art Guerlain Spa & Pillar 

Wellbeing space spans 27,000 square feet and 

four floors of Raffles London at the OWO, 

will feature nine treatment suites, including 

three VIP Spa Suites, and a private hair and 

beauty salon. The space will also include a gym 

and movement studio, swimming pool, vitality 

pool, steam rooms and saunas. 

Experiences are highly personalized and 

combine today’s technology, timeless natural 

ingredients, and Raffles’ impeccable hospitalit 

at every stage of the wellness journey. 

Guerlain has designed a collection of exclusive 

spa treatments “capturing the essence of 

England with all its energy and contrasts,” 

while guests can also enjoy personalized 

makeup and perfumery services or express 

treatments at L’Atelier Guerlain. 

In a conversation with Spa Executive, Robert 

Jeffers, Director of Well-Bein at Raffl 

London Hotel at The OWO, said, “What 

makes us unique is we are the only Guerlain 

Spa in London and we have combined the 

pioneering Parisian beauty brand founded 

in 1828, with the movement, recovery, and 

nutrition expertise of Pillar Wellbeing which 

was co-founded by Harry Jameson, recognised 

internationally as a leading fitness an 

wellbeing expert. We provide an urban oasis 

in the heart of London for health-conscious 

members, locals, and hotel guests.” 

The gym by Pillar Wellbeing 

The state-of-the-art Technogym equipped 

gym, movement studio and juice bar take a 


holistic, preventative approach to the pursuit 

of health and wellness that includes nutritious 

food and juices, better practices for movement 

and recovery, and mental fitness. Pillar’ 

performance coaches create personalized 

sessions, offerin one-on-one coaching 

opportunities and the latest sports technology. 

These services are available exclusively to 

hotel guests, residents and members. The 

hotel also features two “Lifestyle Suites” for 

“a comfortable and discrete, high-technology 

wellness experience.” 

Expressing his enthusiasm for the project, 

Jeffers said, “I am excited to open this ne 

wellbeing destination in the heart of London 

as there is so much history within this building. 

The OWO, formally known as The Old War 

Office, played a pivotal role at key momen 

in the 20th century. Legendary fi ures such 

as Winston Churchill and Lawrence of Arabia 

worked in this building and they steered the 

world’s course. It’s been a monumental project 

of technical ingenuity and fine craftsmanshi 

to transform it into a luxury hotel. We have 

very generous wellbeing spaces comprising 

27,000 sq ft across four floors of The OWO 

The spa was designed by the award-winning 

interior design studio Goddard Littlefair and 

offers profoundly calmin and secluded 

spaces in which to escape from the demands 

of a busy modern life.” 

Stand out spa menu items for Jeffers includ 

the Royal Glow Tech Facial. He says, “Every 

treatment on the menu is unique and special. 

Having said that, one of my favorite treatments 

is the Royal Glow Tech Facial. Guerlain 

developed this treatment exclusively for us 

at Raffles London. This del htful treatment 

combines the power of microdermabrasion 

and the healing action of photobiomodulation 

light therapy with Guerlain’s exceptional facial 

techniques. You really see instant results 

which leave you with a smooth complexion 

and a beautiful glow.” 


The Retail Issue 

Image by Freepik 



Discounting isn’t the only way to move 

products that didn’t resonate with customers. 

Try these strategies for moving unsold spa 

stock without slashing prices. 

In the wellness and spa industry, managing 

retail items can sometimes become a 

challenge, especially when certain products 

don’t seem to resonate with customers. But 

does that mean it’s time to start slashing 

prices on these unsold items? Nope. 

Discounting might seem like a smart strategy 

for moving unsold spa stock but it carries 

the risk of decreasing perceived value 

of both the item and the brand which is 

something you want to avoid, particularly in 

the luxury sector. 

This article explores a range of innovative, 

practical strategies to give a second life 

to unsold products – without resorting to 

discounting. Whether it’s through bundling, 

repositioning, or leveraging social media, 

these tactics are designed to stimulate 

customer interest and drive sales in your spa. 



Bundle the product. Bundles are a great 

way to move spa stock by offering items 

in combination with something else, like a 

treatment or service, or packaged with other 

products. Package that serum that isn’t 

moving with a moisturizer and toner during 

the holiday season, for example. Or bundle 

the massage oil in with a body treatment. 

Give it away. Free gifts are an excellent 

tool for promoting good relationships and 

instilling brand loyalty. Birthdays, holidays 

and dates that are special to your customers 

are all great opportunities to show your 

appreciation with a gift. Use your software’s 

note taking function to log birthdays, 

anniversaries, and other special occasions 

so you know when it’s time. 

Reposition it. Pushing the product harder 

might not do you much good but changing the 

way it’s presented might. Moving it to a more 

prominent location and changing the lighting, 

for example. Take a look at the messaging 

around the product. For example, as society 

moves deeper towards body acceptance and 

eschewing ageism, messaging around weight 

loss and “anti-aging” may fall flat with certai 

consumers. Ask yourself who you’re selling to 

and if you’re speaking their language. 

Let people play with the product. 

Another strategy is making sure people 

have the chance to touch, feel, and smell 

the product. Research findings suggest 

that consumers who are allowed to 

touch merchandise express a greater 

desire to purchase the items and are 

also willing to pay more for them. Set up 

27 


a display area where people can interact 

with the product. 

Share it on social media. Don’t forget to 

talk about the product on social media, get 

your team to post about it, and let people 

know about it. If people don’t know what you 

have to offer, they can’t buy it. Make it a star 

Play it up. 

Raise the price. YES, one way to move a 

product is to raise the price, rather than 

discount it. A price increase can elevate 

the perceived value of a product and 

therefore increase the desirability. This tactic 

is discussed at length in Robert Cialdini’s 

classic bestseller Influence: the psycholo y 

of persuasion. He explains that people often 

use the “standard principle” of “expensive = 

good” to guide their buying and that price 

alone can be a “trigger feature for quality,” 

meaning that a dramatic increase in price can 

lead to a dramatic increase in sales. 

Another key element is staying on top of your 

inventory and merchandising so that nothing 

falls through the cracks – something else 

Book4Time can help with. 

Moving products in a spa setting requires 

a fine blend of creativity, custome 

understanding, and strategic planning. The 

strategies highlighted here are designed 

not just to move products, but to reinvent 

their perceived value and relevance to 

the customer. While every product may 

not be a hit, understanding your market 

and competitors and investing time in 

developing customer relationships can 

reduce the risk of getting stuck with 

merch you can’t move. Even the most 

underperforming product has potential— 

it’s all about findin the right approach. 

Advanced tools like Book4Time’s CRM 

and reporting dashboard can offer 

valuable insights to help you make 

informed decisions. 

Finally, avoid stocking items that aren’t 

going to sell in the first place. While thi 

isn’t always possible – every company on 

earth sometimes bets on items that don’t 

work – there are some steps you can take 

to mitigate the risk. First, do your research 

on your market and your competitors. Ingrid 

Middaugh of Trilogy Spa Holdings gave some 

excellent insight when she said during a 2023 

ISPA panel, “I go to everyone of the spas in 

my area to see what they’re selling. I look at 

what’s on sale – what’s not selling for them 

– so I’m not going to carry them because 

they’re not working.” 

Second, deeply research your customer base. 

Use your software’s CRM functionality to build 

those relationships and get to know your 

clients. Book4Time’s reporting dashboard 

can help you dive deep into customer 

purchasing behavior, even by segments. 


Hotel Del Coronado 

CASE STUDY 

In the first half of 2022, 36% of Spa & 

Salon at the Del Coronado’s business 

was booked online, resulting in more 

than $1,000,000 in revenue. 

One of the Most Iconic Hotels in the World 

A living legend for more than 130 years, Hilton’s 

Del Coronado Hotel (also known as “the Del”) is, 

according to Forbes’, “arguably one of the most 

iconic hotels in the world.” When Elisha 

Babcock, Jr., and Hampton L. Story, built this 

historic beach resort in 1988, it was the largest 

resort in the world. The Del boasts a rich 

history as the proud host to celebrities, royalty, 

U.S. Presidents, and beach-loving guests over 

generations. It was designated a National 

Historic Landmark in 1977. 

Spa & Salon at The Del is a coastal sanctuary 

that taps into the healing power of the sea. 

Relax into ocean-inspired treatments that will 

soothe your mind, body and spirit. 

A team of 50 employees works with 18 

treatment rooms, a full-service salon, and an 

ocean-front spa dipping pool. 

A Legacy System Not Up to Hilton’s Standards 

Guests of the Del Coronado expect a superb 

standard of service and the highest level of 

guest experience, but when Hilton purchased 

the property in 2017, it was time for an 

upgrade. Michelle Frye, the Del’s Director of 

Spa & Salon explained that the Del’s legacy 

software system was not compliant with Hilton 

Standards. “The Spa and Salon were not able 

to offer onlin or mobile bookings and we saw 

our revenues begin to decline. 

“We have a call center that handles calls for 

several different areas of the hotel and we wer 

seeing a higher abandonment rate of calls for 

spa due to higher wait times.” 

A “Seamless” Implementation and 

Training Experience 

Frye explained that The Spa & Salon at the 

Del needed a system that was easy to use. 

“We didn’t want any training challenges. We 

also wanted a good online booking option to 

create a more seamless guest experience.” 

They shopped around before deciding 

on Book4Time. 

“We did demonstrations with a couple of 

different software systems and we felt 

Book4Time was the easiest to use and it had 

a lot of great reporting options, which was 

something lacking in our previous system.” 

After that, implementing the system was 

“seamless,” Frye said, and the training team 

very helpful. 

“The implementation process was extremely 

detailed and our trainer was very helpful 

during our many webinars. A timeline was 

presented at the beginning of the process 

and everything happened as scheduled. 

We had arranged to do an online training 

and onboarding with our team but, due to 

the large size of our team, this was a little 

complicated to facilitate. At that time we 

decided it was best to have a trainer come 

on site for three days and this was extremely 


helpful. They were also here when we went 

live so we could enlist their help if we had 

any challenges. 

“I would definitely recommend the onsite 

training piece! The entire process was 

very seamless and the Book4Time team 

was great.” 

Since the software went live, Frye said the 

user experience has been great and added 

that Book4Time’s support team has been 

very responsive regarding any questions or 

difficulties they have ha 

“We did demonstrations with a couple 

of different software systems and we 

felt Book4Time was the easiest to use 

and it had a lot of great reporting 

options, which was something lacking 

in our previous system.” 

“It only made sense that, if our rooms can 

be booked online, activities booked online, 

then from the customer's perspective, they 

should be able to book spa online. This 

lends itself to a better guest experience. 

Now spa-goers can book online and we 

don’t risk losing that revenue we were 

losing through call abandonment, and 

we alleviate some of the call volume from 

the call center. This also allows us to yield 

our treatments and turn on or off onlin 

treatment options based on demand.” 

Overall, Frye and Hilton are impressed with 

Book4Time’s product and team. “They are 

very helpful and are very knowledgeable 

about their product,” she said. 

Not only would she “absolutely” 

recommend Book4Time to other spas that 

are looking for a solution, Frye said, 

“Book4Time is our Hilton Spas preferred 

software partner!” 

Michelle Frye 

DIRECTOR OF SPA & SALON 

Increased Revenue with Book4Time 

“I would definitely recommend the 

onsite training piece! The entire 

process was very seamless and the 

Book4Time team was great.” 

The best part about Book4Time, said Frye, 

is the online and mobile booking. 

“This has been the best part for us,” she 

said. In the first year after the Del 

transitioned to Book4Time, online and 

mobile booking accounted for 11% of total 

business and generated $240,000 in 

revenue. We thought this was impressive, 

until we caught up with Frye in mid 2022 

and she told us that in the year to date, 

36% of Spa & Salon at the Del Coronado’s 

business was booked online, resulting in 

more than $1,000,000 in revenue.

BOOK ONLINE, 

PAY ONLINE, 

SKIP THE LINE 

Enjoy the contact-less experience.

FOR LEADERS IN THE BUSINESS OF WELLNESS 

ADVERTISE WITH US 

CONTACT SAL CAPIZZI FOR MORE INFORMATION 

SCAPIZZI@SPAEXECUTIVE.COM 

scapizzi@book4time.com www.spaexecutive.com

3_Spa Executive JulyAugust

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