Suppliers diversify to remain competitive
Big-name salon suppliers are branching out into new product categories in a bid to target new consumers and increase spend from their salon and spa accounts. Mineral make-up specialist BareEscentuals is gearing up to launch its first skincare line in spring. With the strapline 'Skincare Built on a Famous Foundation', the Bare Minerals line will feature products that are based around extracts from mineral-abundant soil and aim to carry the philosophy of mineral make-up into skincare. It will launch in April with six products including two cleansers, day and night creams and an eye treatment. Meanwhile, St Tropez is planning the launch of a suncare line. Famed for its self tan products, the company will making its first forayinto SPF this year. The diversification follows the sale of St Tropez to PZ Cussons in October, when chief executive Michelle Feeney told Professional Beauty that the company would also launch make-up later in 2011. Diversifying for business success is also a key trend for salons and spas this year as the battle for new business is prompting them to develop niche packages. According to the International Spa Association, 80% of spas introduced special packages targeted at diverse client groups last year, including men, couples, teens, families, athletes and seniors, and more than 60% introduced discounts and incentives to attract first-time clients.