A HISTORY OF
EXCELLENCE

Every story of excellence is the result
of small daily efforts and a constant commitment
to overcoming our limits.

2002

The Beginning

The Spa & Beauty sector was undergoing rapid evolution when Dr. Andrea Bovero, recently after graduating in Pharmaceutical Chemistry, having a great passion for beauty and wellness, became the young testimonial of the first Advanced Training Course for Aesthetician Technicians at the University of Ferrara’s Cosmetology Centre. For the first time, the field of Professional Aesthetics officially entered the university environment.

Thanks to an effective communication strategy, in a short time it went from a dozen or so enrolled to hundreds of students from all over Italy, who gathered in Ferrara every year to participate in this pioneering training course, which is still considered an excellence today.
Thus began a revolutionary training project, destined to grow over the years to become the most internationally renowned Spa Academy, with thousands of students worldwide.

2003

Leading organizations

The “Cultural Laboratory Ferrara Capitale della Bellezza” was born, which in the following years would take the name of LIFEXCELLENCE, a business accelerator capable of developing projects in various sectors and accompanying companies towards success. The theme of Spa & Beauty excellence began to arouse the interest of the main international associations that at the time felt a strong need to be renewed and promoted in an innovative way.

Among these, the International Committee of Aesthetics and Cosmetology (CIDESCO) Italian Section has found in LIFEXCELLENCE the ideal partner to undertake a growth path that has led it to become a point of reference at a global level. This path of support, lasting many years, has led to the birth of prestigious global organizations founded by LIFEXCELLENCE, such as the International Institute of Wellness Sciences and the World Spa Organization, a leading association at a global level, with thousands of affiliates and representatives in 80 countries on 5 continents.

2004

International events

LIFEXCELLENCE, since the very beginning, began to take its first steps in the events sector, quickly becoming a point of reference in the international Spa Industry. The success of initiatives such as the Italian-Chinese Master in Aesthetics and Cosmetology in Canton, China, and the Master in Aroma Fragrances at the University of Assiut, in Egypt, contributed to consolidating its reputation.

These initiatives, together with future partnerships with some of the most important events in the sector such as Cosmoprof Worldwide Bologna (Italy), Cosmetics Asia (Thailand), International Esthetics, Cosmetics & Spa Conferences (USA), Termalia (Romania), Estetika e Beauty Fair (Brazil) and Estética Mundial (Argentina), strengthen LIFEXCELLENCE’s position in the global market. The pinnacle of this growth is the Spa & Beauty Forum in Rome (Italy), an event created by LIFEXCELLENCE in collaboration with the most important companies in the sector, which has hosted hundreds of participants every year.

2007

The Spa Experiences

The Spa Industry is changing in step with the needs of consumers, who are beginning to demand increasingly innovative products and services. In this dynamic context, LIFEXCELLENCE quickly establishes itself as a point of reference for a message of change and embodies the new vision of wellness: modern, fun and informal. This is how the first marketing projects were born, aimed at presenting Spas, beauty & wellness products and services in a new way, focusing on multisensoriality to involve an increasingly wider and more diverse audience.

LIFEXCELLENCE begins to propose innovative Spa Experiences in unusual contexts such as events, museums and fairs, introducing the concept of “Temporary Spa” as a distinctive mark of a new way of communicating wellness. Artistic projects such as “Schegge d’Oriente” and “Estensi: il Rinascimento attraverso i sensi” are the first examples of a communication path that captures the interest of important partners such as Pitti Immagine Fragranze, and attracts the attention of newspapers, radio and television stations. This path reaches its peak with the creation of Space99: The Spa Experience, the largest Temporary Spa ever created up to that time, a real turning point in the sector, visited by thousands of professionals.

2008

Le partnership internazionali

A partire dal 2008, LIFEXCELLENCE inizia a stabilire solide relazioni con Accademie e Università internazionali, con l’obiettivo di sviluppare progetti di ricerca e formazione nel settore Spa & Beauty. Questo percorso coinvolge numerose Università italiane e alcune delle più prestigiose istituzioni internazionali, come la Ginzza International Academy a Canton, Cina, la Mae Fah Luang Royal University a Chiang Rai, Thailandia, l’Universidade Anhembi Morumbi a San Paolo, Brasile, l’Università IULM di Milano, Italia.

Con le migliori Università

Nel corso degli anni, LIFEXCELLENCE diventa un punto di riferimento nell’erogazione di servizi di ricerca, sviluppo e consulenza a 360 gradi nei settori della bellezza e del benessere, rafforzando la propria posizione di leadership e innovazione nel mercato globale.

2009

The Publishing Hub

An intense collaboration begins with the publishing house Tecniche Nuove of Milan, which culminates in the structuring of a publishing hub specialized in the Spa & Beauty sector. This collaboration leads to the publication of hundreds of articles, books, technical-scientific manuals and digital refresher courses aimed at beauty and wellness professionals.

Continuous Training

These are the years of Continuing Education, ECM credits (Continuing Medical Education) dedicated to professionals and LIFEXCELLENCE becomes one of the most important training bodies in the sectors of beauty, wellness and cosmetology.

100.000 Ans de Beauté

In the same year, LIFEXCELLENCE signed an agreement with the French publishing house Gallimard to write a chapter on Renaissance cosmetics in the International Encyclopedia of Beauty, published in collaboration with L’Oréal Paris.

2010

Wellnesstainment: the revolution

The experience gained over the years has led LIFEXCELLENCE to reinterpret the concept of “wellbeing,” aligning it with the new needs of consumers, who are increasingly focused on fun and entertainment rather than traditional spa therapies and holistic treatments. In this new perspective, the goal of relaxation remains central, but the methods to achieve it have evolved, incorporating multisensory, interactive, fun, and immersive experiences.

This creates a “wow” effect that meets contemporary expectations.

To describe this innovative concept, LIFEXCELLENCE coined the neologism WELLNESSTAINMENT (wellness + entertainment), a new wellness model that puts the consumer at the center as the true protagonist of the services offered. To promote this approach, LIFEXCELLENCE launched proposals in Italy and abroad that quickly achieved great success. Among these: gala dinners in bathrobes, meetings and large events in Spas, Temporary Spas at international fairs, Spa experiences in companies, innovative hospitality protocols, exclusive rituals and many more, which will mark the path of LIFEXCELLENCE in the years to come.

2011

Mistery Guesting & Influencing

LIFEXCELLENCE launches a business unit dedicated to specialized consulting in the Spa sector, with a particular focus on Mystery Guesting services, a practice still not very widespread in the Spa & Beauty field at the time. Under the pseudonym of “Spa Spectator,” Andrea Bovero embarks on an international tour that leads him to visit and test hundreds of Spas around the world. The goal is to evaluate the quality of services, help the facilities grow and develop business, promote them and publish reviews in the main industry magazines.

Influencer ante litteram

Thanks to this initiative, LIFEXCELLENCE becomes a unique case history, which stands out for its expertise and skills and develops a pioneering activity of specialized influencer marketing, which still today represents one of its main distinctive elements.

2013

Strategic consultancy

The success of the Spa Academy consolidates over time the role of LIFEXCELLENCE as a leading company in Higher Education in the Spa & Beauty sector. An ever-increasing number of Spas, hotels and important companies are starting to turn to LIFEXCELLENCE for the development of their business activities. Thus a branch of the company dedicated to specialized consulting services was born, capable of offering 360-degree strategic support. Among the main activities: structural design, digital marketing, operational management, human resources training, creation of cosmetic lines and personalized rituals, event organization.

The leading companies

This new activity grows steadily over time and leads LIFEXCELLENCE to collaborate with the most important companies in the sector, supporting them in their growth and transforming them into leading players in the international market.

The business accelerator

Thanks to the wide network of structures and professionals and the constant expansion in the international market, LIFEXCELLENCE becomes the ideal partner for companies that wish to be introduced and supported in the Spa & Beauty market. This begins an intense business support activity, which over the years has accelerated the growth of numerous brands of products, services and technologies, guiding them towards success through product placement and market penetration services. LIFEXCELLENCE thus establishes itself as one of the main international business accelerators in the Spa & Beauty and wellness sectors, generating a business worth millions of euros in Italy and abroad.

2015

The International Forum

After years of commitment in organizing events in Italy and abroad, LIFEXCELLENCE decides to launch a new format dedicated to professionals in the Spa & Beauty sector. The A.Roma Lifestyle Hotel & Spa in Rome is identified as the ideal location for this ambitious project. Thus the Spa & Beauty Forum was born: two intensive days of conferences, workshops and project works, immersed in a luxurious context, ending with the Gran Galà in Spa.

The most awaited event

In a short time, the event becomes an unmissable point of reference for the Spa Business, the most anticipated moment of the year in which hundreds of professionals have the opportunity to interact with the main players in the market.

2016

SPArkling: the party in Spa

Five years after the first bathrobe courses, LIFEXCELLENCE launches Spa parties: exclusive and innovative formats that blend luxury, wellness and fun. SPArkling is born, a gala evening in the Spa dedicated to experimenting with the most innovative frontiers of wellness. On this occasion, the Spa Business jet set gathers to socialize, interact and have fun, celebrating the most exclusive Made in Italy lifestyle.

The wet area of the Spa transforms into an unprecedented stage: amid the steam of the Hammam, guests can indulge in multisensory treatments, while enchanting Aufguss rituals take place in the saunas, featuring a symphony of essential oils accompanied by spectacular music and colors. Olfactory pathways and specially designed installations evoke magical atmospheres and natural settings, while the Spa aperitif offers tastings of exclusive food and wines, all complemented by live music.

The international success

The pool party with DJ set by the pool, the open bar with new cocktails based on essencial oils and a particular attention to details create the magical atmosphere that characterizes these exclusive events.

The SPArkling by LIFEXCELLENCE format will soon be exported to various countries around the world.

2018

Essential Bar
Spa Food & Drink

For years, the world of wellness and that of taste have followed parallel and distant paths, and the protocols and rituals of Spas have neglected the sense of taste, limiting the intensity of the experience and the emotional bond with guests. The herbal tea rooms of wellness centers are often “poor” spaces from an aesthetic and taste point of view, different from the refined environments of other areas of Spas. To fill this gap, LIFEXCELLENCE has launched the Essential Bar project: Spa Food & Drink, a new trend destined to revolutionize the traditional concept of “herbal tea room”.

The new vision of the tea corner

No longer just infusions, fruit juices and mineral waters, but also cocktails and long drinks based on essential oils, accompanied by delicious finger food flavoured with the natural essences used in massages and treatments. This original approach promotes well-being and breaks down the boundaries between herbal tea rooms and cabins, creating new synergies between the different Spa departments and enriching the guest experience. A trend launched by LIFEXCELLENCE, which is soon spreading to the most exclusive Spas and the most important wellness events.

2019

SPAce99 Temporary Spa

Thanks to decades of collaboration with the main international fairs and the experience accumulated over time, LIFEXCELLENCE creates a new project on the occasion of Cosmoprof Worldwide Bologna, the most important world exhibition dedicated to the cosmetics industry. This is how SPAce99: The Spa Experience was born, a Temporary Spa of over 300 square meters that offers visitors an unparalleled immersive experience.

The Spa Experience

In this exclusive space, participants have the opportunity to interact with each other in a dynamic and engaging way, almost like in a game, creating a stimulating networking environment full of opportunities. Manufacturing companies can take advantage of this unique setting to present their products in a context that maximizes the scenic effect. This innovative format has captured the attention of the international trade fair market, standing out for its originality and ability to attract high-profile visitors.

2020

The digital platform

At the beginning of 2020, the path of LIFEXCELLENCE growth and innovation comes to an abrupt halt due to the Covid-19 pandemic, which forces Spas and Wellness Centers to close for months. LIFEXCELLENCE also stops temporarily to reprogram the business model and define the new direction to take. Consultations, courses and large in-person events are interrupted.

No-limits training

LIFEXCELLENCE seizes the opportunity to digitize the system and launches a new on-demand educational platform, the first in the Spa & Beauty sector. This project allows to introduce to the market the first completely digital International Executive Master for Spa & Beauty Manager, marking another great success for the Spa Academy LIFEXCELLENCE and accelerating the international expansion.

2021

The World Spa Organization

After years of networking activities, LIFEXCELLENCE decides to concentrate the most important successes of the last twenty years in a single international project and create a global community capable of connecting the main players in the Spa & Beauty market. Thus the World Spa Organization was born: an initiative that combines the best of Made in Italy with the excellence of international wellness. An innovative network that promotes the sharing of experiences and know-how among its members, offering managers and operators in the sector the most suitable tools for personal and professional growth.

Certified Excellence

With the Certified Excellence project, the World Spa Organization promotes Spas, Beauty Centers, Academies and the best companies on the international market. The project grows rapidly, exceeding initial expectations, and records surprising results in just a few years. 79 states in 5 continents are involved, thousands of professionals and representatives, with cultural activities and thousands of certificates issued all over the world.

2022

The Spa & Beauty Masterclasses

A couple of years after the pandemic, LIFEXCELLENCE restarts its in-person activities and launches an innovative project in line with the new needs of professionals: the Spa & Beauty Masterclass. A three-day full immersion training experience that responds to the needs of the sector and offers a rich and varied program, including seminars, workshops, business lunches, awards, gala events and multisensory tastings, in an exclusive and engaging context.

On-site training

Team building activities and matching sessions between professionals and experts in the sector promote networking and the exchange of knowledge. A unique opportunity to enrich skills, build professional relationships and live memorable experiences.

2023

The SuPER Model

After years of study and research, LIFEXCELLENCE launches a new consulting model called the SuPER method (Surprise, Play, Enjoy, Relax), with the aim of meeting the needs of society, acquiring new customers and retaining them. The SuPER Model, which aims to surprise, entertain, relieve tension and relax, immediately obtains a great response both in Italy and abroad. This new approach is presented to the public and professionals with the book “Beauty Chef: the Manual of Excellence for Beauty & Wellness Professionals”.

A winning model

The business model based on the SuPER Model focuses on new welcome and treatment protocols, which enhance the guest experience and optimize the results of Spas and Beauty Centers, improving revenue and the overall effectiveness of the facilities. A new useful tool, which LIFEXCELLENCE puts in the hands of professionals, facilities and companies in the sector.

2024

The best is yet to come

After so many projects, so many journeys and so many satisfactions, we are happy to have come this far, but we know that excellence is an infinity that is never complete and we can’t wait to embark on even greater adventures. Every step we take, every challenge we face, brings us closer to new, ever higher peaks. The future is a book yet to be written, full of blank pages that we will continue to fill with the colors of excellence. Together with our team and our partners, we are ready to make all our dreams come true, one by one, because the best is yet to come!

Join the elite of Spa & Beauty excellence:
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A HISTORY OF EXCELLENCE