Professional skin care products sale grows in Europe
28 Mar '07
4 min read
This trend has given rise to the “urban spa,” which is closer to the American concept of day spas, as opposed to the original European destination spa, where one would make an extended visit to have treatments that are derived from mineral water, thermal baths, heated mud, or seawater.
“The growing popularity of urban spas also reflects social and economic trends,” says Susan Babinsky, senior vice president and head of Kline's Consumer Products consulting practice. “There are promising opportunities in the European market right now, driven not only by this crossover between the channels, but also by increases in disposable income. The professional skin care market in countries like Russia and Poland is enjoying growth of around 16%. These two factors are opening a lot of doors for marketers that can tweak their brands' positioning to appeal to a broader audience.”
Mellage adds, “The profile of the typical spa client is also changing, with younger consumers starting to use preventative products at an earlier age. Someone who might not have considered visiting a spa in the past is more likely to now because they seem to be popping up everywhere. And the mix of anti-aging, stress relief, and basic services is helping to draw in new clientele, including more men.”
With new clientele comes an opportunity for some brands to tap new market segments. Brands like Guinot and Mary Cohr, which have historically positioned themselves as beauty institute brands, now have a chance to reach the spa customer. And for spas that have developed their own brands, including Fermes de Marie Beauty and Cinq Mondes, the convergence of the two channels gives them an opportunity to expand their client base significantly.
Professional Skin Care 2006 is the fourth edition of Kline's comprehensive series on professional brands sold through spas, salons, beauty institutes, physicians, and retail stores. The 2006 edition offers separate volumes on the U.S., European, and Chinese markets, as well as an executive overview of all three markets. Each volume examines sales volume by product category and distribution channel, market share by leading brands, regional trends, and growth forecasts based on Kline's exclusive FutureView Scenario Forecasting Model.
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