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Let in the sunlight... Newsletter
ALGOTHERM N°4 - SUMMER 2005
It's the return of summer in this 4th edition of Algonews P2 NEWS:
International. This summer, Algotherm invites you to Course on hydration
rediscover original sensations for a deeply relaxing Sand Foaming Scrub
and intense well-being of body and mind. Eyes Target Gel
Let your spirit flow with the unique and original fee-
ling of sand grazing the skin with Algotherm's latest P 3/4 ALGOTHERM IN GREECE
innovation to the brand : Sand Foaming Scrub. You A strong setting up in beauty
will discover our secrets of moisturization for a new institutes and spas
term under the sign of beauty.
An efficient loyalty strategy
The rays of sunshine will then take you to Greece,
where Algotherm has a strong presence due to a P5 ALGOTHERM AND YOU :
large distribution network. You will also discover Algotherm Cosmetics and Spa
the efficient loyalty strategy put in place in this in Room Service
country. Algotherm will make you discover its
Cosmetics and Spa Room Services.
P6 COMMUNICATION UNIVERSE :
Finally, the Algonews International will end with some
Press releases all over the world
stunning visuals from various Algotherm press articles.
It's with these rays of sunshine that the entire
Algotherm team joins me in wishing you a happy
summer. We look forward to joining you again in
I wish you a pleasant reading,
Course on hydration
back to holidays
Sun, wind, and sea bathings are aggravating factors
to skin dehydration. Face like body submit to strong
aggressions : sun, heat, wind, sweat, etc...
Put to the test all year long, the face epidermis suffers : Too often forgotten, the body is as well submitted to
Tuggings, desquamation appear and wrinkles accen- strong aggressions during summertimes. Ideal to mois-
tuate under ill-fated action of dryness and sun. turize the driest skins, the Moisturizing Body Milk
Ideal partner of dry or dehydrated skins, the gets a sensation of immediate comfort, thanks to the
Biomorphose line combines intense hydration, moisturizing, emollient and regenerating properties of
comfort and preventive action. The trio of products of Laminaria extract, Aloe Vera, and the Vitamin E.
the Biomorphose line, based on Spiralis seaweed The skin recovers its suppleness and brightness, the tan
water, extract of Chitin and Codium seaweed, brings is long lasting.
an intense, immediate and long lasting hydration while Finally, to globally brighten up the skin and help to pre-
repairing the misdeeds caused by sun and preserve serve from the cutaneous ageing, propose a cure of
longer a refreshed dye, a supple and brightened skin. Algoéclat food supplements, rich in Evening Primrose
Note also that to perfect the action against first wrin- and Borage oils.
kles, the Moisturizing Initial Serum also gets a A true targeted skin care programme for a new term
tensor effect for an ideally smooth and tonic skin. under the sign of beauty...
SAND FOAMING SCRUB : EYES TARGET GEL :
Original The purity
sensations of white
ALGOTHERM introduces its Eyes Target Gel takes the color of puri-
latest new skin care product : ty. Thus, it will be naturally white, free
Sand Foaming Scrub. of colorant and with a reduced
This ALGOTHERM new skin- concentration of perfume. We hope
care product invites you to that this new formula will continue to satisfy your speci-
rediscover the natural sensa- fic needs while providing even more comfort and care
tion of sand grazing the skin. to the fragile eye area. We would also like to remind
For its latest innovation, you the conditions of use of this product:
Algotherm took inspiration to The product is to be applied with a light tapping motion
formulate a skin care product on the eye contour, always working from the eye
with exfoliating properties and an original sand-like outwards. An eye contour product must not be applied
appearance, while concentrating marine cosmetic too closely to the eyes.
values. It becomes, through its natural approach and Please note that the Eyes Relax Fresh Mask keeps
its marine active ingredients, one of the most identifia- its blue-lilac colour, which is due to the natural colour of
ble products of the brand. the Azulena, a soothing active ingredient.
Sand Foaming Scrub is available in a 5.07 fl.oz tube. Product is now available.
ALGOTHERM in Greece
ALGOTHERM is established in more than 35 coun- Athens
tries around the world and, in this issue dedicated
to summer vacations and bringing you back to the
basics, we wished to take you to Greece, a country
of traditions and history where the culture of the
beauty is an ancestral ritual.
The Greeks and Romans have been using the pro-
perties of plants and minerals to embellish their skin
and the hair since ancient times.
Now Algotherm brings all the power of the sea with
skin care products exceptionally rich in marine acti-
Our exclusive distributor, Beauty Business, has Algotherm communication.
been distributing Algotherm products for 4 years Source: VOS book.
in Greece and Cyprus in beauty institutes,
thalassotherapy centers, fitness centers and beauty surrounded by an oceanic and natural setting,
shops. The Prino family, founders of this company, draped in a flowing tunic.
have been in the business for more than 35 years, The beauty market is very competitive in Greece.
owning a chain of business institutes and Indeed, the market is dominated by large chains,
spas called respectively PRINOS and DNA where located essentially in Athens, where the population
the Algotherm products are enjoying much success. is the highest.
Algotherm products have an excellent brand PRINOS is the 1st chain specialized in slimming
image in Greece because people recognize treatments in Greece and Beauty Business currently
themselves through the Algotherm Image: an manages 800 m2 institutes with an average of
Ancient Greece esthetic, sound in mind and body, 400 customers frequenting per day.
TOP SELLERS... TOP SELLERS... TOP SELLERS...
Eye Target Gel Eyes Relax Fresh Gentle Cleansing Thermo-Active Firming and Contouring
30ml Mask 50ml Marine Emulsion 150ml Slimming Gel 150ml Slimming Gel 150ml Citrus Pulp 200 ml
An efficient loyalty
The success of Algotherm in Greece is mainly due
to the marketing strategy set up in beauty institu-
tes and spas. This strategy promotes the consu-
mer loyalty through a number of services.
Algotherm decided to increase services, particu-
larly in terms of assistance, training, marketing
PRINOS BEAUTY INSTITUTE
To attract customers and make them discover the
BEAUTY SHOPS INSIDE INSTITUTES.
PRINOS institutes, direct marketing operations are
put in place : advertisings in specialized magazines
and daily papers, mailings, etc. An advertising
campaign is also organized through TV spots and bill
In DNA spas, the concept includes both esthetics and
dietetics. The developed approach is much more holis-
tic with a Japanese inspired decor.
At the time of the first visit in a DNA spa , the customer DNA SPA SHOP WINDOW.
meets successively the institute doctor who provides a
health diagnosis, then the trade manager who will pro-
pose the adapted professional program and the asso- gy, that is why Algotherm encourages a personalized
ciated skincare products to compliment the program. approach that is very appreciated by customers.
Finally, the dietetician will establish a personalized diet
to maximize the treatment's efficiency. Two DNA GOLD spas in projects
Our distributor has also covered the spa market,
Rare customers receive a follow up phone call offering for which it has formed a 4 person team, entirely dedi-
them special promotions. The creation of an emotional cated to the sale of Algotherm products in spas and
tie with the customer is primordial in the loyalty strate- the creation of large-scale projects within prestigious
Algotherm is currently planning the opening of two
1000 m2 DNA GOLD spas located in one of the most
beautiful and exclusive areas of Athens reserved for
very exacting customers.
Finally, another large-scale project of a spa opening
within one of the most prestigious Hotel in Athens is
health diagnosis. currently in negotiations.
SPA Communication around
the Spa inside hotel
In collaboration with its international spa reference
I-Spa by Algotherm, within Le Grand Hotel Inter-
continental Paris, Algotherm has developed different
tools to help the spa attract more customers.
Algotherm aims to bring quality service to its partners and specific
marketing tools to develop customer loyalty, to increase client satis-
faction and thus maximize the spa's profitability. If only 2% of hotel
customers come to the spa, the profitability of the spa is assured.
All these services are first put in place in the Grand Hotel
Intercontinental Paris, and once the added value has been
identified, extended to all hotels. Different services set up by
Algotherm specifically for our hotel partners are:
- a promotional movie that greets the guests in the
lobby area and introduces the Spa facilities,
- Access cards are given with the room's key card, there-
fore easing the customer's access to the spa. (the access cards include
opening schedules, access map and telephone number of the spa),
- specific signalling has been put in place as well, to
ease the client's path to the spa.
A cosmetic and spa room service
To help discover the Algotherm skin care products available
at the spa, a cosmetic room service has been created with a speci-
fic leaflet, placed in each room. With a simple call, the customer
receives its products in room. The interest is double: to create a new
demand and sales turnover as well as give a prestigious and perso-
nalized room service to the hotel guests.
- A counter display introducing the spa is available
as well in each bathroom to encourage contact and bookings for
An Access Card to the I-SPA is joined with treatments.
the room access card.
To ensure the best welcome for the guests, the Spa Manager
A specific leaflet, organizes regular training with the hotel staff to teach
placed in each room.
them how to inform guests and answer their demands in terms
of skin care products and professional treatments. Thus, the
staff is prepared to answer the questions of the most
To increase the prestige of the spa, international
journalists are regularly invited to discover the
latest treatments. They are given a vanity, products
and samples to experience an Algotherm treatment
at home. Recently, Algotherm Spa Concept organi-
zed a presentation of the "Jet Lag treatment" within
the Corinthia Hotel in Budapest where a prestigious
destination spa in under way. Of course for this
occasion, all journalists received a "jet lag kit".
These operations ensures press communication on
both products and the spas, and thus incite the clients
to come and discover the spa within the hotel.
A counter display introducing the I-SPA.
Finally, Algotherm is going to launch an exclusive complete line
of hotel amenities this autumn, intended for the most presti-
gious hotels around the world. Algotherm decided to benefit
from the strategic importance of the bathroom, which hasn't
been used until now, and is perfectly adapted to introduce cos-
metics and spa products.
Customers will discover the oceanic world of Algotherm:
5 references are first previewed: a shower Gel, a Shampoo, a
Hair conditioner, Body lotion and a Soap in generous sizes. In
the future, Algotherm will also launch specific products at the
image of hotels to better customize products in relation to hotels
For further information about room services or hotel amenities,
please contact your area manager.
Articles selected by ALGOTHERM summer 2005
l Cabines n°175 l Cabines n°176 l Expertos en Estetica l NT n°3
May 2005 (France) June 2005 (France) July 2005 (Spain) January 2005 (Italy)
Contouring Citrus Pulp Algotherm Extrait de Lumière Algotherm Extrait de Lumière Purifiying Facial Peeling
l Expertos en Estetica l !Hola
April 2005 (Spain) June 2005 (Spain - Barcelona)
Essential Oil, Massage Soap Spa BLANCAFORT
(exclusive Algotherm Spa).
ALGOTHERM - 10 rue Alexander Fleming - 14200 Hérouville Saint Clair - FRANCE
Tel : 33 (2) 31 06 16 26/29 - Fax: 33 (2) 31 47 16 64 - www.algotherm.fr - E-mail: firstname.lastname@example.org
Managing editor : Anne-Sophie Batteur - Project manager : Aurélie Boboul - Maquette : Corinne Senot