The Pursuit of Olf-Ection, ideas for spa projects
Flipping through a magazine recently, I caught a lovely sniff of Dolce & Gabbana’s “The One” cologne coming out of one of the loose-leaf ads. Delicious. It reminded me of the strong power of scent. One of the top playing cards in the spa industry. The ad instantly caught the scent and feel for me, along with the tanned model staring back at me. I’m sold!
Inside a spa, creating a beautiful cocoon to house a spa, with no attention to detail including infusions to seduce the eyes with texture, shadow, light and movement. Or awaken the senses of smell with fresh scents, warm scents, scents that are movement and colour… it’s like exotic wrapping around an empty Christmas box. A big fat disappointment. Sign.
With so much to do in the development of any spa project, it’s hard to know where to start. I can’t tell you how many clients I’ve talked to who have a desire and a passion, with no idea where to start.
Since smell is potentially the most powerful sense we have, let’s set a start with that. The enjoyment of taste is 95% based on smell. Our brains include a direct link to smell, which produces intense and immediate reactions. Many of them linked to memory.
Owning a spa concept that links your location to awakening fond memories for your client is quite an effective PR campaign. Producing loyalty, and affinity.
Spa safaris and African adventures have created an interesting use of “outdoor” spas, almost completely exposed to the elements. This is sense. The varied ecosystems and raw terrain whisper scents of earth, local flora, spicy air and raw nature. That’s a huge plus for a spa adventure.
Mediterranean creations are immersed in aromas of coarse and fine mud, salts, oils, mint, fennel and relaxing mineral waters. Water and heat have their own sensational saturating smell. Spas, whether indoor, outdoor, open-top or multi-use, echo a pheromone like an aura to attract customers. What does yours reflect?
In the recent past, the ancient city of Damascus began to expose itself to new developments in spas and health. The previous years, before deep unrest and political effect, had brought Syrian citizens living abroad back home. They were looking for places to enjoy spa centers with aromas of cardamom, jasmine, pomegranate and aromas with color.
It is not important how the aroma is used in spas. Only it is. It’s time to take your spa traveler pass on the road to see new designs, innovation and growth. Many hospitality projects, hotel and leisure projects, and multi-use facilities are scouring expos and trade shows for inspiration to finalize their wellness efforts. Some do the research themselves, exploring themselves and aspects of scent deeply. Others choose to find an industry expert to do it for them.
The effect of emotional marketing and attachment is not only affected in the recent luxury trends globally, but it is also a great public relations campaign.
If your inspiration doesn’t come from what already exists, create your own version of the elements and concepts that produce aromas. Entrepreneurs are exposing new things all the time. Leading “smell” pop-up shops on the go, which spa brands can participate in. It’s as easy as being a sponsor of an exhibition. And that’s it, your product is like a traveling showcase, with an exclusive touch. Others produce retail “calls” that bring the spa to the nearest office, event, or airport. That includes smell. Odor can be produced by products, machines, locations, treatments, dispensers, and personal devices. Get creative and look to global trends for inspiration, if you feel bored.
The high-aroma, high-texture infusion can make your spa project a success. With careful planning, your spa becomes an inviting wonderland for your guests. Harmony of dreams, possibilities, news, learning, rest and a lasting memory.
If done right, people will cross oceans, mountains, and congested cities for a date at your spa. Full of the essence of your own concept.
Do you have a fond memory? Most likely there is an odor related to it. What are your favorite scents?
Liz Galloway is an internationally renowned spa and leisure developer, trainer and consultant. She works in operations and investments for hotel developments. Living in her hometown of Salt Lake City after much travel, she continues to work with international clients. Learn more at http://www.thelotuseffects.com or contact her directly at [email protected]
