Babor Conference 2014

Babor Australia invited salon owners and beauty therapists to enjoy a morning tea and summer lunch at Darling Harbour’s L’Aqua, where they revealed their 2014 marketing plan of new products, ranges, concepts and more, reports Ashleigh Sharman.

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Babor Australia team and guests

Sydney’s Cockle Bay Wharf was the scene of the unveiling of new Babor products across the categories of results, innovation and luxury; including a facial cleansing brush, face design collection, fluids and more, with all guests hotly anticipating the launch of Babor Spa.

“Babor has seen many changes over the past five years and is ready for the year of the horse — a year of stability. We are opening many new doors and are poised for expansion this year while also set to continue our successful pop-ups,” said Anouk Thebault, Babor Australia managing director, in her opening address.

Anouk
Anouk Thebault

Delivering detailed insights across 2014 marketing, public relations, promotion and training plans, it was Babor’s revamped and repackaged body line, Babor Spa, which stole the show with its new, modern look.

“A lot of research went into the Babor Spa range before launch; incorporating spa trends and technologies. One of the main aims behind the new range is combining old with new and in doing so streamlining the spa line and simplifying the product offering to create a very ‘future’ orientated spa body range. I see it working well in this market and it’s an exciting new range,” said Jenny Millar, Babor Australia sales and brand manager, who recently returned from a training trip at the brand’s German headquarters.

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Babor Spa

With both professional and retail lines, Babor Spa presents new treatment themes tailored to what the client wants. These are bespoke treatments tailored to client needs supported by new packaging, a new logo and new imagery under the tag-line, ‘I feel. Babor Spa’.

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Babor Australia team, Jenny Millar (left)

“After extensive market research on trends and consumer insights, investigating why people go to spas, the results expressed that people want to take time out for themselves; want a high quality product; enjoy the senses of smell, touch and feel; and, want to feel reborn and comforted. The new quality of luxury is that bling is over — we have moved from possessing things to experiencing things,” Jenny continued.

The Babor Spa range then is split into four colour-coded elements of; shaping, a performance line; energizing, relaxing and balancing, all experience lines where fragrance is foremost. Active ingredients from stem cells of the Elsberry and Champagne pear can be found across the range plus water from the Aachen Springs and all products are paraben free. Each element is also accompanied by a range of treatments that uniquely bring together age-old methods, effective modern massage techniques and innovative textures.

A revamped range also calls for a renewed focus on training. Guests, who were encouraged to make use of Babor’s online academy and Skype training, would participate in a full day of practical training following the conference to experience Babor Spa for themselves.

For more information contact BABOR Australia 1800 139 139 or visit www.babor.com.au