CEO of Endota hopeful that COVID-19 pandemic will make prioritising wellness ‘non-negotiable’

By Amanda Lim

- Last updated on GMT

CEO of Endota Spa is optimistic that wellness will become more of a priority post-COVID-19. ©Endota Spa
CEO of Endota Spa is optimistic that wellness will become more of a priority post-COVID-19. ©Endota Spa

Related tags wellness Australia COVID-19

Founder and CEO of Endota Spa is optimistic that wellness will become more of a priority rather than a trend in light of the novel coronavirus (COVID-19) developments.

The firm, which claims to the be largest spa network in Australia, has been shifting its focus to helping its customers achieve the spa experience in the confines of their homes.

CEO Melanie Gleeson told CosmeticsDesign-Asia ​that because the business mainly relies on caring for other with physical contact, it was imperative for the company to shift gears as consumers went into isolation.

“As we are in the business of caring for others – mainly via healing and touch, so we’re definitely missing contact with our customers. Physical touch and taking time for yourself is so important for general wellbeing, so we’ve turned our focus to helping our customers experience this at home.”

This led the brand to put together a range of wellness bundles which have proven to very popular among its consumers.

The demand for its wellness bundles and growing online business has led Gleeson to believe more consumers are beginning to value self-care because of the outbreak.

“Our online business has grown exponentially, which tells us that people are putting a high priority on their own wellbeing. As a business that lives and breathes self-care and care for others, we are thrilled that people are practising this at home,” ​said Gleeson.

In line with this development, Endota has rolled out the Motherkind campaign for Mother’s Day which includes various products centred around self-care and well-being.

“Now more than ever we need to take time to focus on those softer, nurturing feminine traits of care, compassion, and collaboration, to ensure we can heal and prosper on the other side of COVID-19,”​ said Gleeson.

Shifting priorities

According to Gleeson, these signs point to a shift towards the prioritisation of wellness and self-care.

“I think we will start to see a positive shift towards making wellness a priority. Sometimes it’s not until we live through something this devastating that we realise what is most important.”

She added that she is hopeful this newfound appreciation for self-care will continue well after the pandemic is over.

“It is our greatest hope that wellness moves from being a trend into something that is non-negotiable. We see this as a really important time for those who have dipped their toe into the pool of wellness to really prioritise its ongoing success,” ​she said.

Additionally, she believes there will be more emphasis on environmental responsibility as the pandemic has highlighted the impact modern society has on the environment with news of cleaner waterways and less pollution in general.

“Seeing the impact humanity can have on the planet is likely to be a wake-up call for many, so the way the consumer shops and the way corporations do business I think are likely to transition to a more responsible place.”

Despite the COVID-19 pandemic, Gleeson said the firm is forging ahead with its 2020 plans to build the brand’s presence overseas in this crucial time.

It is looking to grow its presence in China and Thailand, where it has already established itself, while reaching into new markets such as India, Europe, New Zealand and the US.

“We are very passionate about sharing our approach to wellbeing with the rest of the world at a time when it is needed most.”

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