What can spas learn from beauty box subscription services during the pandemic?

UK-based beauty box subscription service Roccabox experienced unprecedented growth during 2020.

The company recently reported its monthly subscriptions grew by 242 per cent from January to December – this accounted for a 515 per cent increase in monthly revenue from the beginning to the end of 2020.

Founder and CEO of Roccabox, Tia Roqaa, said: “These figures demonstrate the importance of beauty businesses looking at alternative ways of reaching consumers during these uncertain times.”

So, at a time when spas are closed, what can spa owners learn from beauty box subscription services to help their own business?

First and foremost, Roqaa says spas should use this time to focus on positively growing areas of their business they can still control and that will continue to reap benefits once spas can reopen.

She highlighted marketing as a key area.

“It’s vital right now to make sure consumers remember your spa exists, so now isn’t the time to go quiet with your marketing. Keep refreshing your social media platforms with new and exciting content to stay in your customers’ minds.”

Roqaa says Roccabox has seen an increased interest in beauty during the pandemic – causing a 406 per cent increase in its web traffic – indicating customers still want to get their beauty and wellness fix.

“Get in front of your audience now with plenty of positive, brand-appropriate, relevant content and they'll remember you once your doors re-open.”

She also highlighted the importance of flexibility, adaptability and not planning too far in advance.

For spas, that means it’s now crucial to pivot and explore alternative ways of bringing in revenue during closure.

“Wellness is more important than ever and spas have an exciting monopoly on self-care and pampering – something they need to capitalise on by looking into ways to take their spa into customers’ homes.”

Roqaa suggests spas could organise a virtual treatment where customers are sent product samples and then be taught how to do a bespoke at-home facial by therapists over Zoom, for example.

“Think outside the box and come up with some fun, quirky ways of getting exposure for your brand while drumming up alternative revenue.”

She also urged spas to value the importance of teaming up with other beauty businesses, and how that can positively impact a spa business.

“It doesn’t even have to be a beauty brand but look for brands with a similar brand ethos and message to your own.

"You could contribute to their editorial online content, run a competition to win a spa day, or partner up with a beauty box and include vouchers or a discount code in a monthly box,” she said.

“It’s all about thinking both creatively and commercially and using this time as a chance to adapt your marketing strategies to reach new audiences so that when spas can reopen, you’ll be ready to welcome plenty of new customers.”