Without going deep into the weeds, let’s remember that holiday comes from “holy day.” A holy day is a special day created by passion and the rituals built on that passion in turn create markets for goods and services that endure—no matter what!
In business, that passion is called mission, and that mission is especially powerful when it appeals to values beyond the business, and when its “missionaries” are seen to walk their talk.
In normal times, the healing mission of spa is naturally contagious—and it will become so again. But what really matters right now—when some of our greatest strengths have become weaknesses—is that our passion is freed from dogma and unleashed for creativity.
Every spa has the opportunity—like never before—to rebrand itself through a signature offering—be that in the actual spa, in-room, or even at home.
How do we adapt? How do we reach people right now?
Some spas are creating new models and practices that will help them thrive long after this virus. For example, in our feature Spa Treatments to Go: Head Outside and DIY, each of these personal in-room “treatments” has the makings of a consumer product that ultimately draws consumers to the source. Of course, this powerful new marketing is as old as spa itself. Since the very beginnings of spa, Dead Sea mud products have marketed the Dead Sea as a destination because the mud is healing. It works.
How does your signature product market your spa? Does that product mirror your mission? Does it work? Every spa has the opportunity—like never before—to rebrand itself through a signature offering—be that in the actual spa, in-room, or even at home.
This month, I had the opportunity to host the Brands with Purpose panel with brand leaders across the globe as part of Daniela Ciocan’s new online Unfiltered Experience. There are beauty brands doing very well because they’ve managed to infuse new passion into every day. These are the 10 questions I asked the brand leaders during my panel: 10 questions you should be looking to answer for yourself—perhaps in some way that’s very new or very old or both.
- How do you build purpose, how do you tell your story? And how is your purpose embedded in your marketing?
- How does your brand serve your employees, community, and society at large?
- How do you build more profitable and authentic relationships?
- How can the consumer distinguish between an authentically purposeful brand and one that might be called “purpose-washing?”
- Are you rallying behind a cause, or have you created your own (one isn’t necessarily better than the other, but you need to know).
- Have you created special partnerships with aligned organizations, and if so, how has that helped you? If not, why not?
- Consumers want to see action. How do you activate your purpose?
- What are the most important pillars of a purposeful brand?
- How do you determine whether employees actually share your values; how do you find people?
- Is there something or someone who helped you find your purpose? And how does that continue to manifest in your own decision-making?
If your mission work creates stories worth sharing, please let me know by sending me an email at: mary@insidersguidetospas.com.
Mary Bemis
Mary Bemis is Founder & Editorial Director of InsidersGuidetoSpas.com. She is a pioneering spa journalist, most recently honored as one of the "Top 30 Influential Voices Transforming Wellness." She is an inaugural recipient of Folio's Top Women in Media Award, and was honored by ISPA with its distinguished ISPA Dedicated Contributor Award. In 1997, she launched American Spa magazine, and in 2007, Mary co-founded Organic Spa magazine. A pioneer in the sustainable spa and beauty worlds, Mary is co-curator of Cosmoprof North America's Discover Green Pavilion. She is a Global Wellness Day Advisor, and a co-founder of the Washington Spa Alliance.
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