Sea Design in Skin trade with identity

Sea Design has revealed the identity for forthcoming spa chain Skin, the first of which will open in London’s Notting Hill this autumn. It is also developing a concept for packaging that will run across a range of own-brand beauty products, as well as planning a campaign for launch.

The identity, spa and the beauty collection are designed to appeal to as wide an audience as possible, which includes men.

‘It is quite modern and purposefully not at all girly. We are trying not to alienate people and want to attract housewives, retired people, men and young professionals,’ says Nicky Noble, commercial director at Skin.

The Skin product range will be five strong at launch and will be developed every quarter according to demand.

The packaging for the product range is ‘at the very early stages of development’, but the initial collection is likely to include face masks and skin products, says Sea creative director, John Simpson.

He explains that Skin’s identity is ‘edgy, unusual and cool, with a big wow factor’, particularly in its name choice. The brand will roll out across all items affiliated with the spa, including bags, business cards, promotional literature, loyalty cards and the website.

The flagship spa will be located on Kensington Park Road in a two-storey building. The ground floor will be used as a nail bar and shop, selling Skin products and other beauty brands, while the basement will be transformed into a spa. It will include five treatment rooms, a hydrotherapy bath and a spray tanning room.

Hawkins Brown is the architect on the scheme and was appointed to the project at the end of last year.

The spa is expected to launch this September.

UK beauty market

According to the latest research from Mintel, released this month, the British indulged in £1.45bn worth of health and beauty treatments last year. As many as one in five men enjoy beauty treatments.