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How to Market Against Excellent Competitors
I
n days gone by, there was a significant chasm
between the good spas and the not-so-good ones;
the quality health and beauty products and the
so-so competitors; the effective treatments and the
placebos. Those days are long gone.
U.S. federal quality regulations, a discerning public and a
competitive marketplace have combined
BY DAVID AVRIN
to narrow the “quality gap” to the point where everyone is
good. Most are really, really good! You’d be hard-pressed to
find a lotion today that doesn’t make your skin soft and
supple, and beauty treatment that doesn’t improve your
mood or a spa that doesn’t cater to its clientele. And while
there are certainly players populating the lower end of the
spectrum, the marketplace will take care of most of them
in the end.
July 2012
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