Interview with Ms. Joy Zeng, Founder of AEVUM
“As the founder and managing director of the company, I have always believed in the concept of ‘Respect for Nature and Law of Nature’, which has permeated all levels of the company’s management and development planning, and has deeply influenced its core values and future development direction.” Ms Joy Zeng, Founder of AEVUM, told SpaChina.
“We focus on combining the latest technological innovations with the traditional laws of nature to continuously improve the quality of our products and services. At the same time, we also respect the natural laws of competition within the industry, adhere to fair competition, uphold the principle of honesty and integrity, and establish a good corporate reputation and brand image.”
With more than 20 years of experience, this elegant lady, Ms. Joy Zeng, who used to be in charge of the general agent of the world’s top luxury spa professional skincare brand in China, established her own AEVUM brand in 2010, with the co-operation of CINQ MONDES, Swissline, Natura Bissé, LPG and her own essential oil brand ORiNERGiE. The word ‘AEVUM’ is derived from the Latin word for “good life”, a symbol of quality of life and elegance.
Please share the market trends and changes you have observed in the last two years.
The spa and wellness industry in China has changed significantly over the past two years, reflecting shifts in consumer behaviour and preferences. One of the most striking trends is that consumers have become more rational and prudent. They pay more attention to substance in their choices and tend to favour essence over superficial appeal. This change in consumer attitudes has led the spa industry to pay more attention to the intrinsic value of services, and guests are seeking a deeper connection with the brand’s cultural connotations and operational strengths.
Secondly, the growing demand for quality is driving spa owners to re-evaluate their services to ensure they meet the changing expectations of their clients. Today’s consumers are not only looking for luxurious and aesthetically pleasing environments, but also want to experience treatments that resonate with their personal values and contribute to their overall well-being. Customers are increasingly choosing spas that offer clear wellness goals and have a clear brand philosophy.
Spa guests are increasingly attracted to spa experiences that not only address their physical needs, but also their mental and spiritual well-being, and want to balance the stresses of life with treatments that promote inner peace and emotional well-being. We can see that treatments that incorporate positive thinking, meditation and other therapies designed to nourish the mind and spirit have become quite popular in the last two years. This suggests that consumers are not just looking for physical relaxation, but also for inner harmony and personal growth.
In response to these changes, spa owners and operators are increasingly focusing on how to create environments and experiential programmes that support this holistic wellness philosophy, ensuring that they are able to deliver services that meet the higher expectations of today’s consumers; and emphasise their unique brand story and cultural values to stand out in a competitive marketplace; and create a stronger emotional connection with their clients to further promote customer loyalty and long term engagement, etc.
What do you see as the future trends that will lead consumers to beauty, spa and wellness?
Nature and technology will be the focus of the future. People will be looking for efficient, fun, innovative and meaningful experiences at work and in certain areas, more natural and environmentally friendly products and methods in their daily lives, a healthier and more disciplined lifestyle, and a greater tendency to explore the meaning of life and the philosophy of beauty.
The application of technology in beauty and health will also continue to expand. Guests expect more efficient and personalised beauty and health management through advanced technology. For example, customised skincare solutions based on artificial intelligence, biotechnology-driven anti-ageing treatments, and the proliferation of smart health devices will all be key trends in the future. These technological innovations will not only enhance the user experience, but also help them manage their health and beauty more precisely.
The other side of the coin is nature. I think on the inner level there will be more focus on mental and spiritual health, with an emphasis on maintaining harmony between the body and the mind through a healthy lifestyle, such as regular work and rest, a balanced diet and moderate exercise. There will also be an increased interest in philosophies that explore the meaning of life and beauty. They will seek natural and effective products that provide balance between body and mind, and programmes and services that embrace the wisdom of traditional culture and wellness to help them find inner peace and contentment in their fast-paced lives.
What’s your company’s strategy for the current and next three years?
In the next three years, we will take “nature and technology” as our core policy, and through product innovation, technology-driven, all-round health promotion and market education, we will comprehensively lead the development of the beauty and health industry and meet the ever-changing needs of consumers.
For example, through the introduction of the internationally renowned brand CINQ MONDES from Paris, we have taken dermatological nutrition as the core direction of product research and development. The brand is based on science, and through in-depth research on the nutritional needs of the skin, it has developed a series of highly effective products that can meet the needs of different skin types, provide optimal nutritional support for the skin, and satisfy consumer demand for safe, effective beauty products that are in line with the concept of nature.
In the research and development of treatments, we have developed a series of unique treatments and healing techniques that combine the natural laws of the universe, the rotation of the seasons, and the medical theory of the natural laws of the human body. Through the natural healing effects of plant energy, we help people return their body and mind to their inner balance and restart their energy through natural therapies.
Adhering to the tenet of “technology-driven personalised service”, we are able to provide tailor-made skincare and health management programmes for each client through advanced skin testing technology and artificial intelligence analysis. These programmes combine the client’s personal data with scientific research to ensure that each step of the treatment is optimised and perfectly matched to the client’s unique needs. The treatments are complemented by the latest technological instruments and follow a philosophy of safety, efficiency and comfort to achieve results that cannot be achieved manually. This demonstrates not only the importance of technological innovation, but also our ability to provide personalised and sophisticated services.
We aim to lead the industry in meeting the ever-changing needs of consumers.
What is your style in daily business management?
In the daily operation and management of the company, I emphasise following the laws of nature and advocate people-oriented management concepts. I am committed to creating a healthy and harmonious working environment for my staff, focusing on their physical and mental health and balanced development. Through a flexible working system and rich employee benefits, we encourage our employees to find a balance between work and life and stimulate their creativity and enthusiasm for work. In addition, we respect individual differences and encourage diversity in team building, so that every employee can find his or her own place in the organisation and give full play to his or her maximum potential.
What are your thoughts and opinions on women female entrepreneurs?
I hope every woman can believe in her own value and bravely pursue her dreams. Regardless of their circumstances, they have the ability to break through barriers and realise their self-worth. Women may face various challenges and prejudices in the workplace and entrepreneurship, but as long as they remain confident and continue to learn and improve themselves, they are able to break through the ceiling and achieve success.
While pursuing our careers, we also need to learn to balance work and life and take care of our physical and mental health. Pay careful attention to your inner needs and find a work-life balance. Only on the premise of physical and mental health can we better realise our potential and achieve success in the true sense of the word.
In career and life, we should not only pursue external success, but also focus on inner peace and fulfilment. Learn to listen to your heart and find what truly makes you happy and fulfilled in order to achieve true happiness and fulfilment.
We women have a unique perspective and creative thinking, and that’s where we come in. I encourage every woman to be brave enough to break out of the confines of tradition and explore new areas and opportunities. Don’t be afraid to try and don’t be afraid to fail, because every challenge is an opportunity to grow. Innovation is at the heart of progress, and women have unlimited potential in this regard.
In addition, support and solidarity among women is very important. We should encourage and support each other. We can grow individually and collectively through mutual support and cooperation, sharing of experiences and mutual benefits in our careers and personal lives. Only with each other’s support can women maximise their strength and create more miracles.
The path of life is full of challenges and uncertainties, but perseverance and resilience are the keys to success. As women, we may face more questions and pressure, but these should not be a reason for us to give up. On the contrary, we have to face difficulties with greater determination and perseverance, not giving up lightly, and ultimately welcome the success that belongs to us.
I hope that through my experience and efforts, I can inspire more women to bravely pursue their dreams, find their own path, and move forward firmly on that path to achieve for themselves and influence others.