sustainability sessions play to a packed house at ISPA

How do I get attention for my spa’s green efforts?

This question was tackled during Tuesday’s Media/PR session “Insider Tips from Leading Journalists: How to Get Their Attention.”  Green media goddess Sara Snow warned spa professionals to use caution when touting their “green-ness.”  According to Sara you must absolutely walk the walk if you are going to talk the talk when it comes to sustainability.  Other panelists made it clear that simply saying “We’re Green!” isn’t good enough, you must be able to provide concrete examples and demonstrate how you are helping lead the way to a greener and healthier spa experience.

How do I know if skincare products really are green?

The eco-sensitivity and healthfulness of skincare products is probably the most controversial and critical topic in spa greening.  Panelists in Monday’s Sustainability session “From Green to Gold: How Sustainability Can Translate into Spa Profits” talked about the need to research and know the full story on skincare products before purchasing a line that touts “organic” or “natural” ingredients.  For more information on green skincare take a look at panelist Mark Wuttke’s article on the topic in this blog.

What steps can I take to be a green spa?

Wednesday’s Sustainability session “Greening Your Spa by Implementing Sustainable Practices” gave ISPA attendees the opportunity to hear the inside scoop on going green from representatives of industry eco-spa leaders Rancho la Puerta, Calistoga Ranch Auberge Resort,  Glen Ivy Hot Springs and Osmosis Day Spa.  Presenters shared their green accomplishments from installing solar to eliminating parabens from their skin care lines.  The main message was that although greening can seem like a daunting task, each small step is a step in the right direction and is important for the well-being of all life on Earth.  Click here for tips on how to green your spa.

L-R: M. Stusser, J. Gray, K. Ray, J. Gronvold, P. Jensen

If you are confused by what is, and what is not, an organic or natural skin care product, you are not alone.  As the “green”, consumer-driven market continues to gain enormous momentum, many companies are sprinting to be sure they do not miss out on the financial benefits of this ethical consumption movement.

Already we are seeing traditional skin care companies make much-publicized announcements that they are “going green”.  They profess to be truly committed to sustainability in their international farming and ingredient procurement practices as well as their product development initiatives. Should these actions and statements be true as stated and done with honest intention and integrity, fantastic!  If all this activity is only a form of public “green washing” then we, as buyers, must beware.

In some instances, are we seeing companies use the words like “organic”, “natural”, and “chemical free” in their company names and marketing collateral.  There are also some companies displaying organic trade or consumer membership logos and agricultural certifications in an attempt to earn the trust and confidence of the discerning consumer.

So how do we demystify the hype and understand all of the available information so we do not mislead our customers unknowingly?  Failing to get this right can dramatically impact our customer’s confidence and trust in our spa and the spa community as a whole.  If it is important to you and your customers to better understand which skin care products are ethically produced and chemically clean, you may want to consider asking your natural skin care brand the following questions:

• What third party certified organic/natural body do you use to certify your products?

• Does the third party certifying body specialize in agricultural or cosmetic organic/natural standards?

• Is your entire product certified organic/natural or only selected ingredients?

• If only selected ingredients are certified, what % of the entire product is certified organic/natural including emulsifiers, preservatives, and water?

• How long has your product been certified organic/natural?

• How long has your company been committed to sustainable organic/natural practices?  Please describe these practices.

• Do you know where all of your certified organic/natural ingredients are grown?

• Are your certified ingredients grown and prepared using fair trade practices?

• Do you use chemical and or natural preservatives? If so, what are they?

These few questions will help you determine the depth, transparency, and authenticity of any brand you may be considering for your skin and body care spa partner.  The company you select should also be able to assist you and your team in communicating the features and benefits of the brands you choose, so you do not unintentionally mislead any of your valued and loyal customers into buying a product or service that may not meet their needs and or expectations.

Mark Wuttke heads the Wuttke Group, LLC, a world class business development team with a focus on sustainable luxury, spa, boutique retail, organic luxury and the emerging category of eco-chic. Developing business globally, their clients are in the UK, France, Germany, Italy, Canada, Hong Kong, UAE in addition to the USA and Australia. www.wuttkegroup.com