I’m often asked by business acquaintances, journalists and friends why I bought a business that involves products for beauty and well being. I have to say that regardless of the obvious factors in assessing investments, I have always wanted to know more about how one can achieve a healthy, balanced and happy life. This innate curiosity led me to explore opportunities and trends in the market and I count myself fortunate to come across the natural beauty industry. I mean, who doesn’t want to have beautiful, glowing skin, happiness and well being, the natural way?

The natural beauty industry, specifically businesses that manufacture products made from essential oils or botanicals and the certified organic have grown in popularity over the last three decades. There is plenty of evidence to suggest that what used to be regarded as a niche market is now part of the main stream or popular product categories. Spas and resorts offering indulgence and pampering packages are everywhere. In fact, one of my favourite website is the SpaFinder Lifestyle www.spafinder.com, a global spa and wellness resource. In one article published in the Sydney Morning Herald a couple of months ago, I recall a mention of Australian spas rated by SpaFinder as high on the list when it comes to advocating and using natural skin care and body care products for the total customer experience and well being. Consumer awareness of the benefits of natural products made from essential oils is not only on the rise, but latest market research have shown that many consumers, specifically women are more discerning about what type of products they apply on their skin.  Credit has to be given to the beauty professionals as a lot of this knowledge is advice coming from the beauty therapists.

This leads me to the point of this article. Day spas, beauty salons and resorts employ first class and highly trained beauty professionals who are considered the experts in providing service and advice to clients. The customers or clients who spend time and money in the hands of the experts obviously consider their experience to be well worth it. Why then is there a lag in the growth of retailing of personal care products in the beauty industry? Are many spas and salon owners missing the huge opportunity and profits provided by retail sales of products? If clients regard the beauty therapists as experts why then do these clients often purchase their requirements elsewhere? Should beauty therapists only be seen as service providers and not retail to clients at all?

If you haven’t attended the NAT. workshops nor obtained a copy of our NAT.BOOK, we have a section on retailing and over the counter (OTC) selling. To obtain a copy, simply register for FREE on our NAT. KNOWLEDGE page to download your FREE copy of the NAT.BOOK. Visit www.natskinbody.com for more information.

Claire Mitchell

CEO