Aquatic advantages
Rachael Glazier looks at what makes marine products and treatments so diverse,and discusses why working with them could be a great move for your spa
Wellbeing is an increasing concern for spa clients and marine products and treatments can offer a great way to tap into this demand.
The composition of seawater is very similar to that of human blood. Nicola Simmons, sales and training manager for French marine brand Phytomer, available in the Middle East from Beauty Leaders explains that: “During the Second World War, when there was a shortage of blood for transfusions for soldiers, seawater was used in its place.” All the trace elements in our blood, of which there are just over 100, including calcium, zinc and magnesium, are present in seawater, Simmons explains.
It's not just seawater: there are numerous plants and creatures in our oceans that offer wellbeing and skincare benefits. Judith Emslie, UK marketing manager for marinebased brand Thalgo, which is distributed in the Middle East by Madi International, explains that there are a staggering 25,000 types of algae, of which 50 are used for food and in beauty products and treatments. Thalgo includes 35 of these in its products.
Dr Wolfgang Mayer is chief operating officer of recently launched organic skincare line Vetia Mare, which uses marine active ingredients in its products. Mayer emphasises the “amazing protection systems” of sea plants, including algae that give them anti-inflammatory and antioxidant properties. Meanwhile, Leon Trayling, director and co-founder of skincare brand Ishga, reports that the Hebridean seaweed the company uses has been found in tests to have four times the amount of antioxidants of a synthetic antioxidant.
Ásta Einarsdóttir, managing director and co-owner of Icelandic marine skincare brand Dr Bragi, says that marine products are particularly well suited to targeting many of the health concerns we face. “All harmful micro-organisms, such as bacteria, viruses and fungi, are essentially protein based," she says, adding that: "The marine enzymes used in Dr Bragi's formulation specifically target these proteins by disabling them, thereby protecting the skin.”
Kira Walton, co-founder of seaweed-based Irish skincare brand Voya, available through the Product House, which uses four main groups of seaweed in its products, explains that: “Taken in their purest form, marine-based products work to naturally cleanse and purify the skin, helping to improve suppleness and elasticity.”
Diverse appeal
From a spa point of view, one of the key benefits of marine products and treatments is the diverse conditions they can treat and the wide range of benefits they have. Vetia Mare uses collagen from jellyfish for anti-ageing effect. Simmons comments that marine products “offer detoxifying, sculpting, firming, fat burning, energising, hydrating, nourishing, anti-ageing, purifying, and brightening effects”. While marine products and treatments are suitable for all skin types, ages and client needs, Charlotte Cook, UK training co-ordinator for Pevonia, distributed by Momentum in the Middle East and whose philosophy is based on the use of natural and marine ingredients, says that "Those suffering with a low immune system, lack of energy, poor circulation, arthritis, anti-ageing concerns and mild skin conditions such as
psoriasis, eczema and acne would [particularly] benefit from using these ingredients.”
Simmons comments that the rebalancing and restorative effects of marine ingredients are also beneficial for people who are coming out of an illness, even cancer, as long as the illness is not kidney related. Voya recommends a marine eye treatment for clients with a puffy eye area or dark circles under the eyes due to a build-up of toxins. Elemis, whose best-selling product is the Pro-Collagen Marine Cream, would suggest the Pro-Collagen Quartz Lift Facial, which uses brown seaweed, blue seaweed, red seaweed and coral peptides, among other ingredients, for clients looking to lift and hydrate the skin.
A key ingredient across the Phytomer range is oligomer, a freeze-dried form of seawater that contains reduced salt levels and is used by the brand in skincare products, nutritional drinks and wellbeing treatments. Its benefits in treatments, Simmons says, includes that "it puts all these minerals back into the body, which makes it very balancing, especially for those who are tired, rundown and need energy.”
Profit margin
Getting your therapists to buy into the brand is the most important part of marketing their products and services, and marine lines are no exception. Holding open evenings where guest speakers educate clients about the wellbeing benefits of marine ingredients can be helpful, although the commonly held view is that open-evenings are only well attended if a free product or treatment is included. Social media is now used by most spas to instantly alert people to new treatments and special offers, so include information that will educate clients on the wellbeing aspect of marine treatments and packages in your online communication.
For spas that don’t have a significant marine offering but are looking to change this, Simmons advises offering massages that use seawater ingredients. “They will give immediate, powerful, remineralising and rebalancing effects,
but do not require a shower or a bath, and cost just a few pounds to carry out,” she says.
If your spa has the space then a seaweed bath can be popular for wellbeing treatments. While not all spas will have the space to offer seaweed baths, most marine treatments are well suited both to city spas and to resort and destination spas. Spas located by the sea have a clear synergy with marine treatments.
The wide and varied properties of marine products and treatments mean that all spas, no matter what size or location, can offer clients a marine-based treatment with a health and wellbeing aspect.
Elemis call Spa Resources on +971 4 324 54 14
Pevonia call Momentum on + 971 4 334 38 23
Phytomer call Beauty Leaders on +971 2676 46 00
Thalgo call Madi International on +971 4 338 27 73
