It’s not that easy being green... but thanks to the latest marketing strategies of spa professionals, protecting the planet has become less of a challenge. Whether incorporating plant-based ingredients into their products or packaging goods in eco-friendly containers, here’s how some providers are putting the environment first.
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It’s not that easy being green... but thanks to the latest marketing strategies of spa professionals, protecting the planet has become less of a challenge. Whether incorporating plant-based ingredients into their products or packaging goods in eco-friendly containers, here’s how some providers are putting the environment first.
More for the Environment
“Spas are sanctuaries of healing, and that spirit naturally extends to caring for the planet,” said Camille Tillman, vice president of marketing for Universal Companies. “By creating products that protect natural resources, spa product makers nurture both the environment and personal health. When the earth thrives, so do we—and that’s the essence of true well-being.”
Using this as its guiding principle, Moor Spa incorporates naturally sourced Moor mud, which is sustainably harvested in accordance with Austrian state regulations. Spa vendors have access to downloadable social media posts, email templates, locker room placards and client handouts. The company also provides brand training, so that spas can educate their customers about using Moor Spa skin care.
Naturally Speaking
Carrying brands that actively promote locally sourced ingredients is a draw for any day spa, and Farmhouse Fresh, whose name alone conjures up home-grown goodness, helps its partners communicate this message. The company’s Made in the USA operation incorporates extracts from its own farm and uses a hydroponic growing system with low water and zero pesticides.
“Even more, we keep U.S. farmers going,” says CEO Shannon McLinden, noting the company’s use of homegrown sunflower and soy oils; salts harvested from U.S. shores; U.S. date sugars and local organic fruits and vegetables. Shipping procedures are also environmentally friendly, touting 100-percent carbon-neutrality. But, perhaps one of Farmhouse Fresh’s most notable sustainable practices is its rescue mission. With more than 1,500 animals saved, these efforts are marketed through a ranch story sign, table tents and grass plants for product displays.
“We want our spa partners to understand that a portion of all of our purchases and their guests’ purchases go directly toward saving lives, which is why we provide a ‘Track Your Batch’ sign to every spa partner we work with,” said co-founder and vice president of sales, Delia McLinden. Printed on the bottoms of product jars and bottles (and crimped on hand cream tubes), these codes inform customers about the animals saved each year.
Related: Trend Watch: The Latest in Eco-Friendly Brands
Georgia on Their Mind
Fully committed to providing sustainable skin care is Black Mermaid’s SPA, whose formulations and packaging reflect these core values. The company relies on plant-based ingredients such as argan oil, avocado oil, shea butter and meadowfoam oil. “We require that our raw materials are sourced responsibly and conflict-free,” said CEO Denise Zannu.
Black Mermaid SPA’s packaging incorporates recycled or recyclable materials, and also recycles shipping packaging. By participating in the Georgia Grown and Georgia Made initiatives, Black Mermaid’s SPA supports local agriculture, thereby reducing transportation emissions. “This holistic approach reflects [our] dedication to eco-conscious practices in every aspect of product creation and distribution,” said Zannu.
To support its spa partners, marketing and point-of-sale materials call out safe practices via graphics and logos, proclaiming “Phthalate Free,” “Paraben Free,” “No Animal Testing” and “Clean Beauty.” Spa customers looking to avoid products containing common allergens, such as peppermint and almond oils, will also discover this—helpful information that Black Mermaid’s SPA imparts to its customers during in-person or Zoom training sessions.
A Step in the Right Direction
When it comes to eco-friendly practices, Feelgoodz puts its best foot forward with spa slides made from recycled grocery bags, water bottle wrappers and motorcycle tires. “Our reusable spa slides are not only comfortable and stylish, but they help reduce the growing waste problem caused by disposable, one-time wear slippers,” said director of marketing, Kate Vessey.
The company prides itself on working closely with its manufacturers and artisan partners on materials sourcing. Flip flops are made from high-quality rubber, while Feelgoodz’s Zensole Collection is fashioned from recycled rice husk soles—design choices that resonate with green-minded consumers. “Spa clients typically value sustainability and expect eco-friendly products and practices,” said Vessey. “Our products resonate with customer expectations, fostering loyalty and brand trust.”
To effectively merchandise its design choices, Feelgoodz includes table tents with each order. These three-dimensional marketing tools spell out the sustainability mission behind the company’s spa slides. Taking its efforts one step further (pun intended), Feelgoodz partners with GoGreen Solutions, enabling customers to recycle their slides when they are no longer in use.
A Tree-mendous Opportunity
As a Certified B Corporation, Eminence Organics has made plant protection a key part of its business model for nearly a decade. According to vice president of marketing and communications, Amber McBain, products contain 70-95% organic ingredients, including those sourced at the company’s farm in Hungary. “We practice regenerative farming techniques like crop rotation and composting to maintain healthy soil,” said McBain.
Packaging also encompasses a dedicated approach to environmental conservation. Retail boxes are made from FSC (Forest Stewardship Council)-certified materials and printed with vegetable ink, while paper bags and handles are recyclable and biodegradable. In 2021, Eminence opted to remove all plastic spatulas from its retail box packaging—the equivalent of three tons of plastics each year—and has since swapped clear plastic bags for potato and corn starch-based packing peanuts when shipping to spa customers.
Further demonstrating its efforts to protect the planet, Eminence plants a tree for every retail product sold through its Forests for the Future initiative. To date, more than 27 million trees have been planted, which is showcased on its tree counter retail merchandiser.
“This is a great way for [our spa partners] to engage with their clients and share our ‘buy a product, plant a tree’ philosophy,” said McBain. In addition, Eminence recognizes those facilities that initiate their own green-minded strategies, such as using biodegradable products, conserving energy and reducing linen use, with special certificates and stickers that spas can proudly display.
Pamela Brill is a writer based in Northport, New York.
