How Arcona Developed Longevity Within the Indie Beauty Market

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As consumer interest in indie beauty brands continues to grow, spas are discovering the benefits of partnering with such lines. Beyond just retailing the products, spas are benefitting from the personal relationships forged with indie beauty brands. From creating exclusive protocols to developing special marketing promotions, indie brands are stepping up their game to find unique ways in which to work with spas. 

Arcona, founded by Arcona Devan in 1989, is known for its pure, enzymatic-based ingredients. Containing no petrochemicals, binders or fillers, chemical stabilizers, parabens, sodium lauryl sulphates, perfumes, dyes, or other toxic ingredients, the line relies on chirally correct delivery systems to ensure better absorption. Arcona’s protégée Chanel Jenae, a licensed esthetician, oversees the line and Arcona Studio, the brand’s spa in Santa Monica, CA. Having built a cult following among Hollywood’s elite, the line has something many indie beauty brands can't yet claim: longevity. 

What are some of the unique ways in which you work with spas?

“Overall, Arcona works with each spa to identify the needs and desires of their unique customers to create customized protocols and marketing in accordance. For example, Sahra Spa & Hammam at The Cosmopolitan of Las Vegas frequently hosts spa parties, so we designed for these groups a take-home do-it-yourself kit, which contains deluxe-sized samples of White Tea Cleanser, Cranberry Gommage, Triad Pads, Wine Mask, and Magic Dry Ice. At Spa Ojai at Ojai Valley Inn and Spa (CA), we offer monthly express chair facials for customers who would like to try a taste of the Arcona glow before committing to a full treatment.” —Chanel Jenae, cofounder, Arcona

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The women's relaxation area at Spa Ojai is the ideal place to kick back after a service.

Why has your partnership with Arcona been so effective?

“We have an understanding and respect for each other’s brand stories and have similar visions in providing unique experiences to our guests. Both are experts in their own fields yet are open to each other’s feedback every step of the way; whether we are creating new services and retail concepts or providing meaningful continuous education opportunities for employees. It’s a true collaboration.”—Shannon Stringert, director of spa, salon and fitness, Sahra Spa & Hammam 

“Mutual respect and passion for excellence and innovation have been the key to our 10-year partnership with Arcona. They have earned the respect of our skincare team by producing top-quality, environmentally conscientious, highly effective skincare that we are proud to use in our treatments. The Arcona team personalizes each training and builds rapport and trust with each esthetician, which translates seamlessly to exceptional skincare treatments supported by strong retail sales. It may be a small indie brand, but Arcona is a true innovator in the skincare industry.”—Kate Morrison, spa director, Spa Ojai 

What are some of the unique ways you work together?

“Sahra Spa & Hammam features more than 40,000 square feet of spa space with more than 32 treatment rooms. It’s the perfect place to host groups of all sizes, from bachelorette parties to corporate wellness retreats. We’ve worked with Arcona to customize exclusive do-it-yourself facial gifts for these special groups that ultimately extend the spa experience beyond their time in the treatment room. It’s been our most popular group amenity to date.”—Stringert

“Our Arcona partners visit our property regularly and host mini-facial product demos in the Spa Ojai Boutique at least once a month. These demos are a wonderful upselling tool to boost sales and inform guests about the benefits of the line but also serve as inspiration for our associates to learn selling tips and tricks as well as sustain enthusiasm for the brand. Our Arcona friends never come empty handed, always bringing our team little notes and gifts, constantly showing appreciation for our partnership. Last year, in an incredible generous gesture, Arcona welcomed each of our estheticians as guests to the Arcona Studio in Santa Monica to experience the amazing benefits of an Arcona signature facial from the source.”—Morrison

Guests at Spa Ojai can experience Arcona treatments.

What are some of the benefits of working with an indie brand, such as Arcona?

“Simply put, indie beauty brands, such as Arcona, prioritize the integrity of the ingredients and formulas used in their products. You can trust that they are providing pure, powerful, science-based, and performance-oriented formulations with no harmful ingredients or additives. In addition, they are typically smaller brands that are thoughtful in their approach and seek true partnerships with their spas.”—Stringert

“As a family-owned property ourselves, we appreciate the value and power of personal relationships. Our teams have developed a level of care, trust, and respect that can’t be easily achieved in a corporate setting. Additionally, our like-minded cultures of excellence, sustainability, innovation, and passion for wellness make our brands a collaborate fit that will live on for years to come.”—Morrison 

 

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