In the increasingly competitive spa marketplace it sometimes becomes difficult to differentiate brands. But one Italian company’s unique and
stylish approach ensures it retains a distinctive identity – like the graceful curves of an Alfa Romeo in a car park full of boxy hatchbacks.

[ comfort zone ] has a history of doing things its own way; from its expressive logo right through to product development and therapist training.

The prestigious range of skincare products and treatments is the brainchild of Italian pharmacist, David Bollati, who married advanced research and Italian elegance with a multi-sensorial approach.

Italian style, cosmopolitan heart

[ comfort zone ] – the cosmetics division of Davines S.p.a – embraces multi–cultural influences from across the globe, from the Mediterranean to Arabia, creating memorable rituals that deliver results for men and women. Elements of plant therapy, marine therapy and fruit acids are carefully selected to provide a solution for every skin condition and type, blending science and nature for maximum efficacy.

From its head office in the beautiful city of Parma, [ comfort zone ] continues to thrive on innovation; its research and production facility keeping the brand at the cutting-edge, reacting swiftly to changes in the spa market. This foresight and drive has established [ comfort zone ] in more than 60 countries worldwide, including a growing presence in the UK.

This UK growth has been masterminded by Grafton International Limited, which took on British distribution and training for the brand three years ago and has never looked back. Its base next to the M42 in Tamworth may lack the historic grandeur of Emilia-Romagna, but the central location and impressive new £500,000 training facility have created the perfect strategic platform for the brand’s growth.

Spa-goers in the UK can experience a [ comfort zone ] treatment across the length and breadth of the nation, from the exclusive Skibo Castle in Scotland, Sienna Spa at Manchester’s Radisson Edwardian, St Brides Spa Hotel in Pembrokeshire and the Lanesborough Hotel in Knightsbridge, to von Essen spa destinations including New Park Manor in Hampshire, the Royal Crescent Hotel in Bath and Dalhousie Castle in Scotland.

Education zone
The foundation for any successful spa product line is a coherent and effective therapist training programme. And foundations are what Grafton’s laid down this year with the opening of a new purpose-built educational area, designed to replicate the real spa environment as closely as possible, right down to the paint on the walls, specially mixed to match the brand’s distinctive brown, grey and orange pantone palette. Four therapy zones – Indian, Mediterranean, Oriental and Arabian – provide Mtraining in the diverse spa rituals included in [ comfort zone ] Aromasoul treatments.

“Our aim has been to create a very realistic spa scenario to prepare therapists for the real thing,” says National sales manager, Sarah North. “We pride ourselves on delivering an unsurpassed education programme to spas and salons, and do the whole multi-sensorial approach here, right down to verbal training and creating the right room ambience.”

A strong team of experienced and inspirational educators – led by Victoria Trueman–Eustace – provide the ‘guests’ (the term student is banned) with a welcoming and supportive learning environment.

After an initial four days of body, hands and feet and four days of face and eyes training, ‘master masseuses’ are handpicked by the trainers and invited back for ‘elevated’ courses such as the aromasoul and Action Sublime advanced ritual massage.

The success of this approach has been recognised by [ comfort zone ] Italy, which awarded Grafton’s the Best Education Programme 2007 amongst the whole of Europe and the US. “In the UK we are far more technically demanding and we find our therapists are thirsty for knowledge, which flows through to the service provided to the client,” adds Sarah.

For [ comfort zone ] the aim is to provide a memorable and lasting sensorial spa journey, which continues beyond the treatment room courtesy of an advanced home-care product range. The extensive product and treatment offering provides a tailor-made solution for all skin conditions and types.

The Mediterranean roots of [ comfort zone ] merge with its international soul to deliver formulations rooted in phytotherapy for its vitamins and enzymes, aromatherapy for its nourishment and nutrients, and advanced biochemistry to ensure a harmonious union of science and nature.

“We are being asked more and more for organic and natural treatments, and in the next breath people want instant results,” says Sarah. “As a company we are lucky to have our Aromasoul treatments for a natural holistic experience. We have also just launched Chrono Reverser: an anti-ageing fruit acid treatment, which addresses the need for rapid, visible results.”