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| When science meets the world of aromatics the result is pure wellness |
Luxury French boutique skincare house Yon -Ka has launched a carefully-thought-out, wide-ranging marketing strategy and spa partner package that is, according to the company's UK general manager Elvira Malkic "better adapted to the company's image today, and more in keeping with consumer expectations. The new brand communication aims to create a corporate message that expresses its founding values: transparency and authenticity, proven effectiveness, and beauty rituals. Yon-Ka's knowhow and expertise is based on its scientific heritage - from more than 55 years of research and a holistic treatment approach".
There are three key components to the marketing strategy, beginning with the slogan -'the alchemy of pure wellness' designed to appeal to professionals and consumers alike. "The slogan evokes the world of science, along with the natural and aromatic world; refers to an original, specific, and high-end brand; and promises a kind of magic," say Elvira." In the Middle Ages alchemy was the ultimate science and its primary aim was to compose an elixir of long life and to discover the philosopher's stone to transmute banal substances into precious ones."
The second component is a corporate film that, with images and music, brings Yon-Ka's positioning to life, underlining that the company is about phyto-aromatic care, while the third defines the brand's new visual world, using light and shade to highlight this.
"It's a subtle combination of strength and gentleness. In the brand's new visual world, light becomes omnipresent. It emphasises a curve, heightens a gesture, intensifies an emotion of wellbeing and gives life to natural elements so the imagination can create an entire virtual sensitive and olfactory world.
"The Yon-Ka brand finds full expression in this ambience. The graphic construction stands out clearly between contrasts: top and bottom; body and mind; yin and yang; science and nature; and strength and gentleness."
COMPREHENSIVE PACKAGE
When it came to the spa partner package, Yon-Ka was determined to get its strategy right from the beginning. It carried out an indepth survey in January this year of more than 200 UK spas to find out what influences the decisionmakers in their choice of skincare.
It revealed that, for two out of three spas, service is the most important factor in their spa partner relationship, with 50% reviewing their product houses on an annual basis accordingly· The research also showed 76% of respondents would like training on request; approximately 33% want innovative new treatments introduced every six months; and 38% said their choice of skincare company was influenced by the trade press. Spas also look for product houses that match their philosophy and complement existing brands.
Yon-Ka's spa partner package aims to position the company as the first choice when it comes to choosing a skincare brand. The package, which incorporates a bespoke service; complimentary and comprehensive training; specifically designed treatments exclusive to the spa; a brand ambassador for dedicated professional support; and a wide range of retail and marketing tools, targets all sectors of the spa market "where clients expect wellbeing and health in beauty-", says Elvira.
"This includes day and luxury resort spas, and medi -spas within a resort spa. Given Yon-Ka's longstanding expertise, the brand fits perfectly within each category, offering tailored solutions and a first-class, personal service for a long-term partnership. To Yon-Ka, the UK is a strategic market, and the place to be for the company, so its development and growth is a priority."
The comprehensive package is split into three. First, working with the owner/manager, an in-depth analysis of the business's objectives is undertaken, and the project's even»- aspect examined in detail so the most suitable proposal is put forward. Second, based on the analysis, the company works with the spa to build a tailored solution, and finally, essential to the business's requirements, along with a personalised business development plan.
The spa partner package also communicates Yon-Ka's position as a premium skincare line which offers wellbeing and health in beauty using its offering of five distinctive therapies - aromatherapy, phytotherapy, fruit acid therapy, marine therapy and phyto-biological therapy.
AlL ABOUT THE GRAND
Pioneers in aromatheraphy and phytotherapy, brothers Ernst and Charles Muhlethaler had a passion for botany. In 1 954, they created Laboratoires MuI taler. Their Initial approach was to prove it was possible to use natural means to treat many problems, such as joint pains, colds and burns. At first, they focused on the subtle aroma of plants and their essential oils, which are filled with solar energy. The result was Quintessence - a combination of five essential oils (lavender, thyme, cypress, geranium, and rosemary), which became the centre of their future skincare range: Yon-Ka.
They expanded their research, combining essential oils and extracts of plants from land and sea, adding these ingrethents to milk, creams and massage oils, which were then tested by doctors and beauty therapists. "Products and treatments provide a natural approach to skincare: 70% of Yon-Ka products are composed of more than 90% of natural ingrethents, combining strength and gentleness to deliver beauty and balance to the body and mind," says Elvira.
"Given the current economic situation, the challenge today becomes how to offer skincare in newly relevant ways since clients demand more value. This is based not just on economics, but also because people are generally timedeprived. If there's one luxury everyone still covets, it's more hours in the day.
"In the skincare areas of consumption, consumers are choosing to buv less but to buy better. Now, more than ever, products that reflect a rich or unique brand story are perceived to be more valuable, reflecting a desire for history and legacies. Equally, after a decade of highs and lows, consumers are re-setting the scales and seeking a lifestyle approach grounded in comfort, safety, sustainability and moderation. It's all about balance -balanced nutrition, budgets, lifestyles and energy. With this in mind and with our provenance and value, I am confident Yon-Ka's future has never been so bright and prosperous."
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