“I would start on the project earlier.
We began this process in April 2018
with the goal of launching the Lava Mala
collection in September, just in time for
the ISPA Conference & Expo. That gave
us only five months to get everything
done. We all worked incredibly hard… it
was definitely tight. If I could do it over
again, I would choose to start any type
of creative collaboration at least nine
months—preferably a year—in advance
of the desired launch date,” Compton
noted.
Last October, The HydraFacial
Company launched a new partnership
with Circadia by Dr. Pugliese, which
focuses on skin health related to
Circadian rhythms, the 24-hour cycle in
the human physiological process.
HydraFacial manufactures aesthetic
devices used in 87 countries to deliver
treatments to more than two million
clients per year.
With the new collaboration,
Circadia’s Chrono-Peptide Booster and
ProTec Plus Booster are now available at
HydraFacial providers across the United
States.
Circadia has a successful history in
the advanced professional skincare
industry, but this was the first
relationship “combining our formula-
tions with an innovative device
company,” said Michael Pugliese, CEO
and president.
“We are thrilled to expand our
portfolio of customized treatment
solutions, integrating these exceptional
Circadia formulas with the HydraFacial
technology” said Clint Carnell, CEO
of The HydraFacial Company, in a
press release. “This is the first time
our customized partnership solutions
will be available at resorts and day
spas.”
This wasn’t serendipitous: it was a
IS A PARTNERSHIP RIGHT FOR YOUR COMPANY?
We talked to several spa industry leaders about how to create and drive a
successful strategic partnership. Here are some top tips:
1.
SEARCH FOR SUCCESS Instead
of always creating a new team or
product, look for companies with
brands that are already
successful, and
consider how you
can combine efforts.
Don’t reinvent a
wheel someone is
already speeding on.
34
PULSE
■
January/February 2019
2.
STUDY THE FIT “Meet in person to
get a sense of whether your teams
will work well together. The collab-
orative energy among the team members
working together is critical,” says Judith
Compton, founder and creator at Mala and
Mantra. Ann Brown, owner of Saltability,
advises to “make sure you trust that
person if you don’t have years of history.”
Ask for referrals from current clients, past
clients, anyone who can bring “honesty to
the pairing.”