hold more than half of the Italian spa market, while the
top six control 80%. Other companies in the Italian spa
market are the French brand Phytomer, the American
firm Pevonia and the Italian company Comfort Zone; all of
them using their own products within their spas. Italy
also has several spa export brands, among them Collistar
(Bolton Group) that has a reported presence in more than
1,000 European stores and spas outside of Italy.
Fun in the Sun
Since 2000, the number and variety of spa offerings in
Spain has grown dramatically, reaching $1.5 billion last
year. However, as a result of the current economic conditions and the significant drop in consumer spending, early
predictions for spa expenditure among Spaniards is likely
to be less than first anticipated.
Despite that, the amount of money still being spent by
Spanish consumers on spa products to use in the home is
encouraging. In February 2007, Aveda opened its first
Lifestyle Salon & Spa in Madrid to much acclaim. As a
precursor to Aveda being available in Spain, Estée Lauder
promoted its natural cosmetics brand Origins sold
through the country’s El Corte Inglés stores and both
product lines have been embraced by customers wanting
luxury spa products for home use.
Day Spas Post Gains in the UK
Despite growing consumer awareness, the value of the UK
spa market is just $1.7 billion, a far cry from its European
neighbors. When it comes to spa types, it seems that day
spas are the venue of choice for Brits. Penny Turvey, director of GMT TEC, which provides training, education and
consultation to the UK beauty and spa industry, said that
day spas are offering an opportunity that residential spas
“Day spas offer spa type treatments that are more
accessible and didn’t require too much time to be taken
out from our daily life and work commitments.”
One successful day spa concept is from Elemis (Estée
Lauder). The brand offers many stand-alone stores across
London and has recently opened its doors at a new British
Airways Elemis Travel Spa in the new Terminal Five
building at Heathrow Airport, London.
Such is the prevalence of the UK home spa market
these days that 25% of The Sanctuary’s spa clients purchase products from the company range to continue the
experience at home.
So, while the economy is in the doldrums and recession
fears sweep Europe, the popularity of spas prevails. But
as spa products take priority over spa treatments themselves, it remains to be seen whether the do-it-yourself
trend will impact spa revenue in the future. For now, the
two are happily co-existing.