Most Recent Articles In Retailing
Latest Retailing Articles
- Sephora, J.C. Penney Expand Partnership, Add Doors
- Cosmetic Promotions Celebrates 25 Years
- Joli Beauty Bar to Launch in Soho
More Articles By
DALLAS — Luxury treatment purveyor Natura Bissé is embracing combination spa-store formats based upon the success of the unit it opened in September in Hong Kong at the upscale Pacific Place Mall. The brand is also partnering with spa operators to use its products exclusively in their facilities.
Decorated in its signature white and silver shades, Natura Bissé’s Hong Kong flagship vends almost all of the company’s products and offers two private rooms for skin services in 969 square feet. Clients pay for treatments, but if they purchase product then the cost of the service is deducted from the price.
“The retail plus treatment room format is working very well, especially with new product launches,” said Patricia Fisas, senior vice president of marketing and co-owner of the Barcelona firm. “There will certainly be more openings, but we do not know where the next location will be. Maybe in Spain. Now we are focused on getting this one successful.”
The company’s Diamond White Collection line targeting hyper-pigmentation has sold best, including Intensive Lightening Serum, Oil Free Brilliant Protection SPF 50+ and the new Brilliant Cream moisturizer, while Gyco Extreme Peel has also been popular, she said.
“The treatments encourage clients to try the products from the hand of a professional who also recommends their daily regime for at home,” Fisas said, adding that another popular asset is an iPad bar where customers can read about the company.
Natura Bissé is also co-developing spas where its product is used exclusively for face and body treatments and sold at retail.
For one, Spa Palazzo at the landmark Boca Raton Resort & Club in Boca Raton, Fla., converted exclusively to Natura Bissé products last October. In addition, the treatment firm partnered with a Japanese distributor to open The Day Spa by Natura Bissé in Osaka and The Theater Spa by Natura Bissé at the Benesse Hotel in Kagawa, both late last year. “We are in discussions to open similar formats with some amazing spas worldwide,” Fisas said.
Founded in 1979, Natura Bissé has a history of supplying professional products to facialists and spas, especially in Spain. Its product line offers about 90 retail sku’s plus over 100 skus for professional use. Almost all are stocked at the Hong Kong flagship, which is situated next to La Prairie and near La Mer and Shu Uemura.
Natura Bissé’s U.S. headquarters in Irving, Tex., sells to Neiman Marcus, Bergdorf Goodman and Barneys New York as well as spas and independent boutiques.