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Brief Published: 14 Aug 2018

This Beauty Clinic Wants to Be the Boutique Gym for Skin


Repeat customers are the goal of every beauty clinic. New Zealand’s Skinsmiths bills itself as a regular ‘gym for your skin’, opening seven stores in London in quick succession this year – and promoting annual membership packages at the heart of its engagement strategy.

The fast-growing skin and appearance clinic taps the holistic wellbeing boom as well as consumers’ appreciation of rituals. Its boutique-style clinics emphasise the benefits of consistent, regular treatments. “We know one-off workouts in the gym don’t work, so why should it be different for your skin?” says Skinsmiths adviser Sevda Papantenis.

Consumers sign up for a year-long membership offering a bespoke schedule of treatments, typically every three to six weeks. Three plans are on offer: skin health, including detox facials; laser hair removal; and aesthetic treatments such as derma filler. Prices range from £47-199 ($60-254) per month, payable via direct debit or upfront. Members receive a 10% discount on Skinsmiths’ natural skincare range, plus four taster sessions to share with friends and family.

Roger Tredre, acting head of Retail at Stylus, comments: “These kinds of engagement strategies extend the consumer-brand relationship. The aim is to bring Skinsmiths into the inner circle of a consumer’s daily life. A visit to Skinsmiths becomes a welcome regular ritual – a habit.”

Founded in New Zealand in 1994, Skinsmiths has opened seven London locations within three months (Belgravia, Clapham South, Hanwell, Putney Bridge, Tower Bridge, Wimbledon Village and Liverpool Street) and hopes to open up to 40 more across the UK over the next two years.

Designed by London agency YourStudio, the clinics feature a soft look reminiscent of serene lifestyle stores, with a powder-pink colour palette and gentle lighting. Peach-coloured Timber Terrazzo counters by British brand Foresso and black steel fixtures accent the spaces.

See also Instagangs: Design Salons, Pause & Pulsate and Membership & Tiered Retailing.