The Elemis day-spa has been short listed in the Boutique Spa of the Year category for the Professional Beauty Awards 2010.
There were a large number of entries this year all of an exceptional level and so making the shortlist is a huge achievement! Speaking about the standard of entries this year, judge George Hammer, owner of Urban Retreat said: "It's nice to see how the industry is moving on and how its standards have improved and changed. When judging this year, I found I was less attracted to photos and more to marketing plans and how salons interact with customers."
Jenni Middleton, editor of Professional Beauty, which organises the awards, says that this year saw the awards become competitive. “I was pleasantly surprised by some of the popularity of the new awards, such as male grooming salon and boutique spa,” she says. “And this proves that these sectors of our industry are becoming more visible and more important. Overall, the standard was really high, and I give credit and respect to those companies and individuals who have made it through to the shortlist. Congratulations and good luck to them.”
Now the shortlisted salons and spas will be visited by the editorial team in an announced visit, and interviewed to compile a report for the judging panel. They will also be mystery shopped. The employers’ staff will be interviewed, their businesses will be mystery shopped and they will be interviewed by a panel of personnel experts.
Winners will be announced at the awards ceremony at the glamorous new venue of the Park Lane Hilton on March 8, 2010.