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Wellness and Beauty Click for Sales of HFactor and Glow Recipe at The Wellery

The Wellery lends proof to the synergy between looking and feeling good, as consumers who come for workouts stay for beauty experiences.

In the month since Saks Fifth Avenue opened The Wellery on the second floor of its flagship, the intersection of beauty and wellness has come to life.

Popular consumer stops among the 20-plus shops occupying the 1,600-square-foot area are those selling beauty, including one that’s not traditionally considered a cosmetic – at least until now.

Although HFactor, a hydrogen-infused water, is the official water of The Wellery, the brand’s founder and chief executive officer Gail Levy said people are drinking it up for the beauty benefits, too. She sees great synergy with the workout classes offered at The Wellery, with many participants stopping in to try the water. That exposure is boosting sales for those who come back once they see beauty benefits.

“From a beauty standpoint, we’ve had people coming in and saying the puffiness around their eyes is dissipating or that their skin has a visibly healthy glow,” she said. Shortly after making that statement, a shopper came up and hugged her while praising what the water has done for her.

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Levy said HFactor took the opportunity of its prime spot in The Wellery to introduce its “next-generation” packaging. The new look has a twist-off spout replacing the former “rip and sip” top. Levy said the new top eliminates some of the challenges of the original package while allowing users to reseal without losing the benefits of the super-charged water.

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Hydrogen infused water, already a big market in Japan, is gaining attention as a beauty booster Stateside, too. Dr. Perricone introduced his version last March.

Another of the busiest installations at The Wellery is Glow Recipe. The space at Saks picks up from a pop-up shop the expanding K-beauty brand opened in SoHo earlier this year. Co-founder Sarah Lee said the Glow Recipe area at Saks has introduced many to the products. The concept of a “skin wall” where products are organized by skin types, has been instrumental in helping women navigate K-beauty. “We had created and implemented simple five-step K-beauty routines for dry, oil, combination skin types, and for those focused on anti-aging. This was a game-changer for us from our first pop-up store in March of this year. We kept the same concept, optimized by introducing ‘extra care’ items for each skin type such as in-shower masks or sleeping masks,” said Lee.

She added that a new hydration measuring device called Way Skin has been a hotspot for in-store consultation. “Call it the fit band for skin care,” she explained. “We have an innovative skin device from Korea that measures the hydration level in an instant, and also allows tracking, to encourage effective skin care routines. Customers visit the store, and line up to get their hydration measured. This has been a strong traffic driver for us.”

Other beauty purveyors at The Wellery, which is in place until Oct. 31, include Breathe Salt Rooms, Blink Brow Bar, Trish McEvoy, Skinney MedSpa, and Sundays, a nail salon offering vegan and non-toxic services. Other participants in the space include by Bodyism, Decorte, Drive 495, Care/of, Martone Cycling Co., Greyson Clothiers, Peloton, Ron Dorff, Saks women’s athleisure, Saks Studio, Technogym and ConBody (a workout created by Coss Marte, who lost 70 pounds in six months using his own body weight to exercise while incarcerated in prison).

Merchandising beauty and wellness together is an emerging trend for both prestige and mass retailers, according to Wendy Liebmann, founder of WSL Strategic Retail. “Consumers are paying more attention to the impact of what they ingest on how they look.” Other examples of retailers pumping up the wellness quotient include Pharmaca, Urban Outfitters and Nordstrom.