Menu focus ishga
Pure dedication European Spa talks to Leon Trayling, director of Hebridean seaweed brand ishga, about its success in the UK spa market and plans for international expansion I NT E RV I E W BY M A R K S M I T H
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t was back in 2010 that ishga first introduced seaweed baths at Blythswood Square Spa in Glasgow. The retail and professional products that followed soon afterwards were an instant success and in 2017 the brand is now available in around 40 UK spas, as well as having signed a European distributor for the Benelux countries. Further afield its products are retailed in China and a launch is planned in Australia next year. Developed and produced on the Isle of Lewis in Scotland, ishga harnesses the anti-ageing benefits of sustainably harvested seaweed to create unique face and body products for the professional spa market. In addition to this natural bounty, Hebridean seawater and mineral water sourced from a healing spring on the island are in every product. Blending the mineral-rich seaweed extract with organic ingredients and essential oils, the range offers clean, natural and sustainable skincare with authentic, traceable roots. Central to the success of the brand is a potent extract of Hebridean seaweed that is rich in polyphenols and antioxidants. Its benefits have been studied and confirmed by the European Commission FP7 project under the supervision of the University of Reading. Further anchoring its credentials, ishga’s range has also recently been certified organic by the Soil Association. Diving into the market “It’s just four years since we delivered the first order of ishga products to Blythswood Square, which was five retail products and seven professional ones,” recalls the brand’s director, Leon Trayling. “Now we have 20 retail products, including two candles, a body wash, shampoo and conditioner. And we have 22 professional products specifically for spas.” In a crowded market, ishga has
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with the Women’s British Open golf tournament as its headline skincare sponsor. As part of its involvement, the brand collaborated with host Fairmont St Andrews to offer a pop-up spa in the hospitality area offering professional spa treatments, which raised the international profile of the brand among a luxury-minded audience.
“We are still a new brand for many customers and we can offer them something natural and different.” Leon Trayling, ishga
always stood out due to its unique Hebridean heritage, but it has also established a reputation for innovation in product development, science and service provision. “As we have grown, we have realised the true extent of the effort you need to put into growing and supporting an account,” says Trayling. “You need to support your clients or they won’t grow. If your spa accounts don’t thrive, your own business won’t succeed, so we do absolutely everything we can to enhance the offering of our spa clients.” Attending special promotional events, creating bespoke signature treatments and supporting retail promotions are central to this strategy, and the team attends many events across the UK to support spas. Most recently, ishga partnered
A bespoke approach The company retains its research, development and manufacturing base in the Hebrides and has recently opened a new laboratory there. Its production team has grown from one at launch to a team of 10 people now exploring new ways that seaweed can benefit spas. The brand’s experts are currently researching the natural SPF factor of seaweed and ishga is about to launch a retail seaweed supplement. “We are very flexible in terms of making bespoke treatments and products,” explains Trayling. “Because of the way we operate we can do this very quickly with our own lab and development team.” ishga plans to build on its network of leading spa partners, which includes Bluestone Resort in Wales, Seaham Hall, England and Scotland’s Skibo Castle, and Trayling is keen to spread word of the benefits of Hebridean seaweed as far and wide as possible. “We have an exciting opportunity to launch in Australia,” he reveals. “Closer to home we are developing a signature menu at Bowfield House in Scotland, as well as being in the process of creating dual-branded products with a major hotel group. We are still a new brand for many customers and we can offer them something natural and different that they may not have seen before,” he enthuses. www.ishga.co.uk Opposite page, clockwise from top left: ishga’s skincare range for men; the brand’s products are made with sustainably harvested seaweed; Hebridean seaweed is rich in polyphenols and antioxidants; nourishing Hebridean bodycare products; local spring water is blended into the ishga range
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