When skimming a magazine recently, I caught an enchanting inhalation of Dolce & Gabbana’s “The One” cologne wafting out from one of the tear sheet advertisements. Delicious. It reminded me of the strong power of aroma. A major playing card in the spa industry. The ad had me at the instant scent and sensation, coupled with the tanned model looking back at me. I’m sold!
Within a spa, creating a beautiful cocoon to house a spa, without attention to detail that includes infusions to entice the eyes with texture, shadow, light and movement. Or to awaken the olfactory senses with cool scents, warm scents, scents that are motion and color… it’s like an exotic wrapping around an empty Christmas box. A big fat disappointment. Sigh.
With so much to do in any spa project development, it’s hard to know where to begin. I can’t tell you how many clients I’ve talked to that have a desire and passion, with no idea where to start.
Since smell is potentially the most powerful sense that we have, let’s establish a beginning with that. The enjoyment of taste is 95% based on smell. Our brains include a direct link to smell, producing intensive immediate reactions. Many of them linked to memory.
Owning a spa concept that links your location to the awakening of your client’s pleasant memories, is a pretty effective public relations campaign. Producing loyalty, and likening.
Spa safaris and African adventures have created interesting use of “outdoor” spas, almost completely exposed to the elements. This is sense. The varied ecosystems and raw terrain whispering smells of earth, local flora, spiced air, and raw nature. That is a great take away to a spa adventure.
Mediterranean creations are immersed in scents of coarse and fine muds, salts, oils, mints, fennels, and relaxing mineral waters. Water and heat have their own sensational saturating smell. Spas, whether, indoor, outdoor, open roof, or multi use, echo a pheromone like aura to entice clients. What does yours reflect?
In the recent past, Damascus’ ancient city began exposing itself to new developments in spas and health. The previous years before a deep upset and political effect, had brought previous Syrian nationals living abroad back home. They were looking for places to enjoy spa centers with their own scents of cardamom, jasmine, pomegranate and scents with color.
It’s not important how aroma is used in spas. Just that it is. It’s time to take your spa travelers pass on the road to check out new designs, innovation and growth. Many hospitality projects, hotel and sleep projects, and multi use facilities are scouring expos and tradeshows for inspiration in the finalization of their wellness endeavors. Some do the research themselves, exploring themselves and the aspects of scent deeply. Others choose to seek an industry expert to do it for them.
The effect of emotional marketing and attachment is not only affected in the recent luxury trends globally, but is a great PR campaign.
If your inspiration is not sparked with what already exists, create your own version of scent producing elements and concepts. Entrepreneurs are exposing new things all the time. Taking “smell” pop up shops on the road, that spa brands can participate in. It’s as easy as being an expo sponsor. And ‘voila’, your product is like a traveling showcase, with an upscale twist. Others are producing retail “house calls” that bring the spa to the office, event, or airport nearest you. That includes scent. Smell can be produced with products, machines, locations, treatments, dispensers, and personal devices. Get creative and search worldwide trends for inspiration, if you’re feeling dull.
High scent, high texture infusion can make your spa project a success. With careful planning, your spa becomes a wonderful world of invitations to your guests. A harmony of, dreams, possibilities, novelties, learning, repose and a long lasting memory.
If done right, people will cross oceans, mountains and congested cities for an appointment at your spa. Filled with the essence of your own concept.
Do you have a beloved memory? Chances are there is a scent linked to it. What are your favorite smells?
Liz Galloway is an internationally known spa and leisure developer, trainer and consultant. She works in operations and investments for hospitality developments. Living in her hometown of Salt Lake City after extensive travel, she continues to work with international clients. Find out more at http://www.thelotuseffects.com or contact her direct at [email protected]