LONDON — Simple, the mass-market skin care brand, plans to make a splash on the spa scene.
The brand, which focuses on products for sensitive skin, will open its first treatment center, dubbed Simple:Spa, here next week and plans to open 25 to 30 such doors in the U.K. over the next five years.
“Consumers were asking us for it,” said Tenley Soanes, strategic marketing controller at the Solihull, U.K.-based brand, which is owned by venture capitalist-backed Accantia. “Our customers thought it would be fantastic to have treatments that are suitable for sensitive skin.”
Soanes noted the core Simple user can be concerned about having spa treatments, since she often thinks products developed for professional use are stronger than conventional retail ones and may cause her sensitive skin to react.
Soanes added the company’s management was looking into ways to expand Simple’s reach, since the line of more than 100 units already offered face and body care, men’s products and baby-care items. After some consumer research, entering the spa arena seemed an obvious step. “It’s an opportunity to build the whole brand experience,” she said. “The Simple brand is very well known, and there’s a very solid idea in consumers’ minds that it’s for sensitive skin. That offers us a good platform to build on, and when we looked at spas, we saw an opportunity to bring something unique to the market.”
The brand identified two key users for its spa services — “spa junkies,” who typically live and work in London, shop in high-end department stores and enjoy treatments, and “sensitive souls,” who Soanes said are likely to have sensitive skin, be sensitive emotionally and perhaps nervous about going to a spa.
“For us, it’s about being approachable, welcoming, and removing all the scary aspects of going to the spa,” she said.
For its first spa location, Simple opted for bustling Covent Garden, which is somewhat of a beauty destination with neighboring stores including Nickel, Pout, Shu Uemura and Space NK. The simply decorated 1,500-square-foot space has four treatment rooms in its basement, while on the ground floor there’s an additional treatment room and a 100-square-foot selling area. The treatment menu includes a 75-minute facial for sensitive or irritated skin, priced at 75 pounds, or $142, and a 75-minute relaxing body massage for 85 pounds, or $161.
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Simple:Touch, a method of discerning the skin’s needs by touch, is used before facials to help clients learn more about their skin. Manicures, pedicures and wraps are also among the treatments on offer.
In addition, the brand plans to enhance the Simple spa experience by creating Simple:Therapy, a 26-unit treatment line. “Our mainstream line is not appropriate for therapists, as the products don’t contain the substances they need when massaging,” said Soanes. “We wanted to give additional benefits above and beyond our existing range.”
The new line, which includes cleansers, toners, masks and moisturizers containing a marine complex developed specifically for sensitive skin, is positioned at the premium end of the market.
Prices range from 16 pounds, or $30 at current exchange, for a 200-ml. bottle of toner, to 28 pounds, or $53, for a 50-ml. jar of anti-aging moisturizer.
The brand’s signature Simple line, which is sold in supermarkets and Boots the Chemists stores here, is significantly less expensive, with a 200-ml. toner coming in at 2.53 pounds, or $4.80, and a 125-ml. moisturizer at 2.88 pounds, or $5.50. Soanes is also eyeing prestige distribution for Simple:Therapy and selling to non-Simple spas.
Soanes declined to discuss sales forecasts. However, industry sources estimate Simple:Spa could generate between 1 million pounds and 1.5 million pounds, or $1.9 million and $2.8 million, respectively, in its first year.
The Simple brand generated annual retail revenues of 50 million pounds, or $95 million, in 2005. While its sales are predominately generated in the U.K., the brand also has a presence in Australia, New Zealand, Scandinavia, Ireland and China.