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
A pioneering voice in spa and wellness journalism, Mary Bemis has spent four decades chronicling, championing, and helping shape the modern spa industry. As Founder and Editorial Director of Insider’s Guide to Spas, she brings a distinctive editorial perspective informed by a career that has helped define the language and landscape of spa media. Mary launched American Spa magazine in 1997, co-founded Organic Spa, and helped launch Luxury SpaFinder and NewBeauty. Her industry leadership extends to board service with ISPA, NYSPA, and WSPA, the latter two organizations she helped establish. She has also served as Special Advisor to the Balneology Association of North America. Today, she serves as Special Advisor to Global Wellness Day and sits on the board of the International Sauna Aid Foundation. Recognized among Medika Life’s Top 30 Influential Voices Transforming Wellness, Mary is also a recipient of the prestigious ISPA Dedicated Contributor Award, an inaugural Folio Top Women in Media honoree, and an American Spa Wonder Woman of Wellness. Her mission remains as steadfast as ever: to keep spa culture alive and relevant, honor its roots, challenge its shortcomings, and inspire an industry to live up to its promise.
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