Skeyndor, which means “golden skin” in Spanish, was founded in 1966 in Terrassa town near Barcelona, Spain. Today, Skeyndor is the top skincare brand in Spain and is counted among the 15 best cosmetic brands in the world. The brand is present in over 45 countries through a network of 40 international distributors. With over 200 products in its kitty, Skeyndor has skin solutions for all. In an interview with Spa Mantra, Skeyndor CEO, Jordi Morcillo and Ravi Mittal, MD, Ekta Cosmetics Pvt. Ltd. (India distributors for Skeyndor) reveal all about the brand’s global and Indian dreams.
When did Skeyndor enter the Indian market? What has been the response to the brand?
Skeyndor launched itself in India with the association of Ekta Cosmetics Ltd. in August 2011. Despite being launched only a short while ago, the response to the brand has been very favourable. The prestige of Skeyndor acquired in the Asia-Pacific region for last 16 years has enabled a quicker landing into the Indian market.
How is it perceived by the Indian spa industry?
Skeyndor is based on scientific research and study. All its product lines involve intense research; be it skin treatments, glow facials or spa. In the first year of the launch in India, Skeyndor concentrated on skin treatments for both men and women and has recently started with its spa range with various five star hotel chains.
SPA Senses follows the company’s philosophy on the following points:
• Extra quality active ingredients (minerals, extracts, oils)
• Acquired in the European market or through its Agents
• With scientifically proven efficiency studies
Its SPA range can be briefly classified as: GEMO THERMAL, BOTANICAL SPICE, and ORIENTAL SENSES.
The innovative ingredients, the holistic approach combined with the quality of the product are the main attractions for the users of Skeyndor Spa range. The strength of the product because of nano-encapsulation technique gives an instant result to the clients, thus enabling the Spa/Salon owners to elevate and augment their service levers.
How has the brand been marketed in India?
Ekta Cosmetics Ltd. is the sole custodian for brand marketing of Skeyndor in India. We provide education programs and trainings to premium salons. Various workshops are held throughout the country by our technical experts to make the associates aware of the specialties of product range. Ever since its launch in India, the brand is widely covered by the leading national magazines. We have also participated in major beauty exhibitions as well as international trade fairs to promote Skeyndor.
What has been the key to success for Skeyndor worldwide?
Today, Skeyndor is the No. 1 skincare brand in Spain and is rated as one of the top fifteen cosmetic brands in the world. The brand is present in over 45 countries through a network of 40 international distributors. Skeyndor offers over 200 products to a variety of skin care needs and these revolutionary products are widely used in spas, professional beauty salons and homes from Canada to New Zealand.
In our 46 years history, the consistent efforts to achieve excellence and to surpass it with further innovations have been our key philosophy. The expertise of our team of specialists, the ongoing study of new ingredients, technological advances, and a constant collaboration with beauticians, sharing their concerns and suggestions; has over the years, culminated in the development of a unique concept: Scientific Skincare.
Skeyndor is born as the result of results-based cosmetics, scientifically tested, and supported by efficacy studies. SKEYNDOR has been successful worldwide due to our unique combination of innovation, state-of-the-art technology in carrier delivery systems to penetrate active ingredients into the skin and very much cosmeceutical in booth treatments that deliver the highest efficacy of our products via the application and diagnosis of a qualified expert, either aesthetician as well as doctor.
As an exceptional brand, Skeyndor enjoys great success with various patented products and has bagged many awards globally. No wonder the brand has a consistent fan following of acclaimed celebrities like Penelope Cruz, Monica Bellucci, Jemima Khan, Kelly Osbourne, Anneka Rice, Anthea Turner, Elton John, Kate Moss, Naomi Campbell, Rachael Hunter, Tamara Beckwith and Caprice amongst many others.
WINNING PRODUCTS
Tell us a little about how the products are formulated?
Skeyndor has a staff of 90 people, including its own team of technical staff and an R&D department, into which the company channels 4.5% of its annual turnover. From here, constant studies are conducted in co-operation with more than 50 international IT(Innovation and Technology) companies, and agreements are made with 3 cosmetic efficiency and tolerating centres: Evic International, Biolab and Micro-Bios. Since 2000, Skeyndor has been working with various departments of the High Council of Scientific Research (CSIC) for applying new active ingredients under the concept of “Scientific Skincare”.
Our products are formulated using the latest active ingredients in the market; in fact, most of these ingredients are award-winning ingredients as they are yearly introduced in either IN-COSMETICS congress or IFSCC, which are the reference congresses as regard to the innovation in active ingredients for cosmetic use.
Also, what distinguishes us with our competitors is the fact that we create and develop our own delivery carrier systems that allow the ingredients to penetrate more efficiently into the skin. For instance, our viper venom (with botox-like effect) agent used in our anti-ageing line for filling up wrinkles and fine lines activity line CORRECTIVE or our mesofiller products that use nanospheres to penetrate deeper into the skin layers, have made us stand out from the other cosmetic brands.
What is the brand’s over all philosophy with respect to their product range?
We strive to be ahead of our competition in terms of innovation, excellence and dynamism. For instance, we were the first European professional company to launch PLANT STEM CELLS to be formulated into cosmetic creams that happened in September 2008. Only DIOR introduced this facility before us, but it was intended for the retail selective market only.
SPAS
Having been known as a recognized skin brand, what possibilities did Skeyndor foresee while launching a spa line?
We launched our SPA SENSES range in 2009, we still see a lot of opportunity amidst the global economy turndown. Our SPA SENSES line has three main categories, ORIENTAL, BOTANICAL and GEMO-THERMAL. All the three lines in combination not only provide well-being but also deliver scientific results in our spa protocols. Skeyndor SPA SENSES treats the three facets of our being – the physical, the emotional and the inner energy – by harnessing the healing powers in the earth and plants around us, applying modern science and ancient knowledge for an all-enveloping treatment that engages the senses of smell, touch, sight and sound.
What signature services does Skeyndor offer at spas?
Our ‘Sapphire Experience’ is a Star Spa Service!
The luxurious SAPPHIRE EXPERIENCE uses Gemotherapy, the healing imbibes energies of the earth’s gemstones to stimulate the body physically, through increased microcirculation, and energetically by its chakra centres. This experience is a total immersion in healing, with the introductory phases including a welcome ritual footbath and shoulder massage for relaxation, a body peeling using the SKEYNDOR springs salt body polish, and a revitalizing bath with spring water concentrate. Once relaxed and cleansed, the client enjoys the absolute luxury of a body wrap where the main active ingredient is sparkling sapphire dust. The energy of sapphire wrap enhances the body’s vitality and dynamics; its rich, velvety texture infuses vitamins to the skin to hydrate and revitalize; and its general analgesic property calms the mind. Built up tensions dissolve with the soul surrendering Anti-Fatigue Gemotherapy Massage, using a gel infused with the gem stone malachite which, with its anti free-radical properties, improves the skin’s defenses. The magical sensations continue to carry you to a world of dreams, as Fluorite gems draw out the negative ions, and a selection of different crystals, such as amethyst, and tiger’s eye balance the chakras, to leave you profoundly luminous in body and spirit.
What professional support do you offer to spas?
As Skeyndor believes in educating its users, we support them with technical trainings, demonstrations and direct consultations with their client.
INDUSTRY
What are biggest challenges today for Indian spa operators?
SPA’s in India are fast mushrooming in the recent years. When in earlier times only the HIG could afford it, now a service class individual with high stress level also wants to relax down at Spa.
So, the biggest challenge is to stand out from the crowd and offer customized service with the best quality, yet keeping it cost effective.
Why is successful retailing such a challenge for spa? What can spas do to improve retail?
Retailing in Spa is difficult as Spa is not a routine service. It’s completely need based and not a mass product. So, a very few individuals go for it.
To improve it in terms of retail, one should go for a holistic approach and raise the bar with service levels to attract the buyers.
Spas can be proposed as ‘self care’ which would improve a person’s lifestyle.
FUTURE PLANS
What does the future look like for Skeyndor in the India?
We foresee an excellent future. Our products endorsed by our slogan, “THE SCIENTIFIC SKINCARE” are a guarantee of success to our entire customers and end consumers. Apart from this, a repertoire of product line such as our CLEAR BALANCE line, DERMA PEEL, URBAN WHITE that meets and exceeds the INDIAN customer needs and skin characteristics, make us confident of our luminous future and success. Within 2013 Skeyndor plans to spread its presence to 28 cities in India.
Last word for our readers?
The best is yet to come, and Skeyndor will bring you lot of good surprises in 2013.
