Product Support

When you launch what has become a multi-million dollar beauty product company out of a suitcase in Venice Beach, California, you ought to know a thing or two about perseverance in the industry. Tony Cuccio and his wife, Roby, did exactly that nearly 30 years ago, and their portfolio includes the popular natural skincare line, Cuccio Naturalé. Each product blends the finest natural extracts with hydrating and soothing properties, but Cuccio still doesn’t expect the line to sell itself. That’s why he places a huge emphasis on various forms of retail support.

      Anyone who's acquainted with Cuccio also knows about his passion for education within the industry. We asked him to discuss some of the ways Cuccio Naturalé offers retail support, and how spas can overcome dwindling retail sales.

How is Cuccio Naturalé helping spa owners maintain retail goals during a sluggish economy?

Cuccio Naturalé has been providing spa professionals with new point-of-purchase displays. Each features 6- to 8-ounce body butters in four scents: Pomegranate & Fig, Tuscan Citrus Herb, Papaya Guava and Milk & Honey. We also offer Sea Salt towers that display 8-ounce sea salts in Milk & Honey or Pomegranate & Fig.
      In addition, we’re providing spas and salons in more than 90 countries with marketing material banners that are translated in various languages.

Which kinds of promotions do clients seem to respond to most right now?

Clients seem to be responding to high-end spa promotions. Women seem to be saving in other places to splurge at the spa. Giving a little extra always entices clients, so promote add-on services such as an extended 5- to 10-minute massage. Or reward a client who recommends a friend with a free callus treatment or nail art add-on.

Photos courtesy of Cuccio Naturalé

What additional support/materials does Cuccio currently provide to spa owners?

In addition to point-of-purchase displays, we offer a 5-foot banner advertising products and services. We’ve also created a DVD that features complete product information, and suggestions for improving retail and increasing revenue in the spa or salon. We also offer a product knowledge brochure on our website, cuccio.com.

How does Cuccio help spas that aren't meeting projected retail goals?

We provide DVDs to incorporate at sales meetings that are focused on the importance of retailing. It gives ideas on how to build tracking charts to determine which employees are meeting sales goals. Sometimes employees need extra words of advice to reach the next level in sales.

Given your years of experience in the industry, what words of encouragement would you offer spa owners who are struggling as the result of the economic downturn?

When the going gets tough, the tough get going above and beyond. Get out there, and hand out cards and brochures. Advertise! Place gift certificates near the cash register so clients consider a quick and easy gift. Also, give your employees a higher percentage of retail sales. In bad times, you need to be more aggressive.