Home' Spa and Clinic : Volume 61 May 2015 Contents MARKETING
It’s not exactly the climate for maverick risk-taking – unless you have pots of money
to gamble you’re prepared to lose. But it’s also not the time to play it too safe, to
keep doing things the same old way, or the same way as everyone else. There’s a
burgeoning boom breed of discerning, influential and affluent consumers who
need you to be a class apart. By SPA+CLINIC editor Jenni Gilbert.
I’ve always been fairly open-minded when it comes to “other
worldly” and “alternative” concepts. But if someone had told
me even a couple of years ago they were building a business
with the guidance of archangels I’d have considered them in need
of urgent, ver y Earthly inter vention.
Cut to March 2015, and I’m sitting with a select group of
Victorian spa industry leaders in the penthouse suite of a trendy
boutique Melbourne hotel; the space appointed with rav ishing red
roses and redolent with the heavenly scent of essential oils.
Rachael White, clair voyant, “angel intuitive”, healer and founder
of the world’s first Archangel Aromatherapy range, is presenting
her case as to why these business owners should incorporate the oils
and associated treatment rituals in their offerings.
“Archangels are celestial and spiritual messengers,” she says.
“They are available to help human beings with loving guidance,
support and healing.
“Angelic aromas not only smell divine, they heal and take you to
higher states of consciousness. They are used for deep energetic and
cellular healing, spiritual development and holistic wellness, drawing
on ancient healing for the mind, body, spirit, soul and space.”
(See Page 90 for more about Archangel Aromatherapy and
If there was negativity about what they were hearing, let’s just say
this group has Oscar-winning potential. Archangel Aromatherapy is
now – or very soon will be – on their menus, at some of Melbourne
and regional Victoria’s leading spa and clinic destinations.
Rachael’s authenticity, passion and point of difference scored a 100
percent st rike rate.
“ The response was over whelmingly positive, ref lecting that the
industry is looking to expand its offerings to support client-driven
demand for holistic treatment and spiritual healing within a spa
environment,” she says.
Just as I have seen over the years many of the “other worldly” and
“alternative” therapies once considered “woo woo” become mainstream,
so now it’s Rachael’s time, and those of other game changers.
In her presentation, she identified a new breed of consumer as
the pivotal consumer force of the future.
“ This growing and highly influential breed of consumers are
known as Cultural Creatives and they will have a huge impact
over the next few years on the success (or not) of spa and wellness
businesses,” Rachael told her captive audience.
“ Traditional marketing does not work with these consumers.
Primarily they want new, different, authentic goods and experiences
– a nd are prepared to pay for them.
“This group has steadily grown in numbers and influence since
2000, accelerating after the GFC in 2008. But their influence is
nowhere near at boom levels yet. When it is, businesses that are not
in tune with them will suffer.”
It’s more than likely that YOU are a Cultural Creative, and a
good proportion of your existing clients.
It was a term coined in 2000 by US sociologist Paul Ray and
psychologist Sherry Ruth Anderson to describe a large segment in
Western society that has developed beyond the standard paradigm
of Modernists versus Conser vatives.
The concept was presented in their book The Cultural Creatives:
How 50 Million People Are Changing the World, where they claim
to have found that 50 million adult Americans (slightly more than
a quarter of the adult population) could be identified as belonging
to this group.
WHO IS A CULTURAL CREATIVE?
According to The Cultural Creatives book and website, anyone
who agrees with 10 or more of the following statements is
likely a CC :
1. Love nature and are deeply concerned about its destruction.
2. A re strongly aware of the problems of the whole planet (global
warming, destruction of rainforests, overpopulation, lack
of ecological sustainability, exploitation of people in poorer
countries) and want to see more action on them, such as
limiting economic growth.
3. Would pay more taxes or pay more for consumer goods if you
could know the money would go to clean up the environment
and to stop global warming.
4. Place a great deal of importance on developing and maintaining
5. Place a lot of value on helping other people and bringing out
their unique gifts.
6. Do volunteering for one or more good causes.
7. Care intensely about both psychological and spiritual
8. See spirituality or religion as important in your life, but are
concerned about the role of the Religious Right in politics.
9. Want more equality for women at work, and more women
leaders in business and politics.
10. Are concerned about violence and abuse of women and children
around the world.
11. Want our politics and government spending to put more
emphasis on children’s education and wellbeing, on rebuilding
spaclinic.com.au | 35
Links Archive Volume 60 February 2015 Volume 62 July 2015 Navigation Previous Page Next Page