applaying facial mask

Jurlique is getting back to its roots and gearing up for strong growth in the U.S. with a focus on spas.

“We observed shifts in shopping behavior in the U.S.,” said Louis Chabert, marketing and operations director, North America, for Jurlique, explaining the strategy of expanding via spas, including those positioned in tony hotels. “People don’t go to department stores or malls as much as they used to. And if you don’t offer a true experience, they go online.”

While foot traffic in a lot of retail destinations is down, the spa industry is growing in excess of 5 percent a year. Spas, said Chabert, offer the perfect environment for telling Jurlique’s natural heritage. “We aren’t a fast brand. We are a slow brand. You have to slow down and experience to understand its magic and feel the tremendous efficacy of our natural products,” he said.

For Jurlique, which recently celebrated its 30th anniversary, interest in spas is a return to its heritage. When the company found its nameplate wasn’t resonating as much in America as across the globe, the strategic decision was made to put its muscle into experiences offered in spas. “We have to play to our strength and connect the brand,” said Chabert.

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The new game plan comes at a time when many brands in the U.S. are pushing natural messages — not always with ingredients to back it up. “We see the rise of many natural skin care brands in the U.S. We know the integrity of our process and the authenticity of our brand resonates [with consumers], but our brand story hasn’t been properly told,” said Chabert. “We plan to tell our story, and show people.”

Jurlique is building out its experience in spas such as the Intercontinental Hotel in Buckhead outside of Atlanta, services at Las Vegas’ Caesars Palace and Great Jones in New York City. “The spas give us the opportunity to show the industry what we are capable of and we look forward for spa shoppers to ,” explained Chabert. A hero treatment included is a new Revitalizing Antioxidant Facial offered at $160 for a 50-minute service. It harnesses plant-based antioxidants to revive dull, fatigued skin. A thorough cleansing and exfoliation is followed by a revitalizing facial massage. A powerful triple-phase vitamin C treatment is included to help reduce the appearance of fine lines and leave the skin looking refreshed and luminous, the company said.

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