PR Case Study: How Saltine Communications Helped House of Wellness Launch Its Efficient Wellness Concept in Singapore
Singapore’s fast-paced lifestyle has created a growing demand for wellness experiences that deliver results without requiring hours out of the day. For busy consumers, finding time for both facial and body treatments can often mean choosing between the two or spending an entire afternoon at a spa. House of Wellness set out to change that with a more efficient and personalised approach to wellness.
Founded by former educator Sandra Chua, House of Wellness is a new wellness space in Duxton Hill that combines face and body treatments within the same session. Its dual-therapist approach allows guests to receive facial and body treatments simultaneously, with sessions available in 70, 90 and 110-minute options. The concept was created around a simple question: how can wellness fit more naturally into the busy lives of Singaporeans?
As House of Wellness prepared to introduce its concept to the Singapore market, the brand partnered with Saltine Communications to build awareness and establish its positioning within the competitive beauty and wellness industry. Through strategic media pitching, founder profiling and targeted storytelling, Saltine helped introduce the brand’s unique approach to a wider audience.
Campaign Summary
House of Wellness engaged Saltine Communications to generate awareness around its launch and establish its unique positioning as an efficient, personalised wellness destination in Singapore.
Rather than presenting House of Wellness as simply another facial or spa business, Saltine developed a broader story around the changing expectations of modern wellness consumers. The campaign focused on the brand’s time-efficient face-and-body concept, personalised treatment approach, transparent pricing and founder Sandra Chua’s motivation for creating a different kind of wellness experience.
This positioning created multiple media angles and allowed Saltine to reach audiences across beauty, lifestyle and business-focused platforms, resulting in coverage across MoneyFM, Vanilla Luxury, LUXUO and NUYOU.
Client Background
House of Wellness is a wellness and beauty concept located on Duxton Road in Singapore. Founded by Sandra Chua, a former secondary school teacher, the brand was created around a desire to offer a more personalised and efficient approach to beauty and wellness.
The brand combines facial and body treatments in one seamless session, allowing guests to receive both simultaneously. Clients can select the amount of time they have available and customise their treatments according to their individual needs. The concept includes more than 20 treatment elements alongside technologies such as pressotherapy, red light therapy and infrared treatments.
Another key part of House of Wellness’ positioning is its customer-first approach. The brand emphasises transparent, time-based treatment options and a no-hard-selling philosophy, addressing some of the frustrations consumers can experience with traditional spa and beauty experiences.
The Challenge
Entering Singapore’s crowded beauty and wellness market presented a challenge for House of Wellness. With countless spas, facial studios and wellness providers competing for consumer attention, simply announcing the opening of another wellness space would not be enough to generate meaningful media interest.
The brand therefore needed to communicate what genuinely differentiated its concept. Its biggest opportunity was not just the treatments themselves, but the philosophy behind them: wellness designed around the consumer’s available time, with face and body treatments taking place simultaneously.
Saltine Communications needed to turn this operational difference into a compelling media story that could resonate with modern Singaporeans who are increasingly time-conscious but still want to prioritise self-care.
Our PR Strategy
Saltine Communications positioned House of Wellness around the concept of efficient wellness. Instead of leading with a conventional spa or facial treatment angle, the campaign focused on how consumers’ relationship with wellness is changing as modern lifestyles become increasingly busy.
The dual-therapist model became one of the strongest differentiators. By allowing facial and body treatments to happen simultaneously, House of Wellness offers consumers a way to maximise their time while still receiving a comprehensive wellness experience. This provided a clear and easy-to-understand media hook that could be communicated to both lifestyle and business audiences.
Founder storytelling was another important part of the campaign. Sandra Chua’s background as a former educator and her personal frustrations with traditional beauty and wellness experiences gave journalists a human story behind the business. Her journey helped explain why House of Wellness was created and gave the brand a more relatable identity beyond its treatments.
Saltine also highlighted the brand’s transparent and customer-first approach. Rather than focusing solely on luxury or indulgence, the campaign emphasised flexible treatment durations, personalisation and a no-hard-selling philosophy. This helped position House of Wellness as a modern alternative for consumers who want quality wellness without unnecessary commitments.
Media Coverage Secured
Saltine Communications secured coverage across a mix of lifestyle, beauty and broadcast media.
MoneyFM featured House of Wellness as part of its Live Well with Michelle segment, providing Sandra Chua with a broadcast platform to discuss the brand’s approach to wellness and the idea of making beauty and wellness more efficient.
Vanilla Luxury took a hands-on approach by reviewing House of Wellness’ 90-minute customised face-and-body treatment. The review highlighted the brand’s positioning around efficiency, fixed pricing and its no-hard-selling approach, while also detailing the treatment experience.
LUXUO featured House of Wellness in its roundup of Singapore’s latest wellness launches and debuts. The publication highlighted the brand’s dual-therapist approach, flexible 70, 90 and 110-minute sessions and combination of facial and body therapies.
NUYOU featured founder Sandra Chua as part of its The Millennial Talk series, providing another opportunity to tell the personal story behind House of Wellness and explore Sandra’s transition from teaching to entrepreneurship. NUYOU’s current site also identifies the House of Wellness founder story as part of its people-focused content.
Campaign Results
The campaign successfully introduced House of Wellness to Singapore’s beauty and wellness audience through a combination of editorial features, founder profiling and broadcast exposure.
Rather than generating awareness solely around the opening of a new wellness venue, the campaign established a recognisable positioning for House of Wellness around efficient, personalised wellness. Coverage across different media formats helped communicate the concept from multiple perspectives, from hands-on treatment reviews to founder storytelling and broader wellness trend coverage.
The campaign also gave House of Wellness third-party credibility at an important stage of its launch, with independent media experiencing and discussing its treatment concept and positioning.
Why This Campaign Worked
The campaign worked because there was a clear story behind the business. House of Wellness was not simply another spa offering facials and body treatments; it had a distinct proposition built around making wellness more efficient for time-poor consumers.
Saltine Communications turned that proposition into a broader consumer trend story. The idea of combining treatments, choosing treatment duration and avoiding hard selling gave journalists concrete reasons to cover the brand, while Sandra Chua’s personal journey added a human element to the campaign.
The strategy also allowed different publications to tell different parts of the same story. Beauty media could focus on the treatments, lifestyle media could explore the efficient wellness concept, and broadcast and people-focused platforms could tell the founder’s entrepreneurial journey.
Why Brands Hire Saltine Communications
Launching a new brand requires more than simply announcing that the business exists. The strongest PR campaigns identify what makes a company genuinely interesting and turn that differentiator into stories that journalists and audiences want to read about.
For House of Wellness, Saltine Communications identified the shift towards efficient and personalised wellness as the central media opportunity. By combining this trend with founder storytelling and hands-on media experiences, the campaign gave journalists multiple reasons to engage with the brand.
Saltine Communications helps startups, SMEs and growing brands identify their strongest stories, develop relevant media angles and secure coverage that builds credibility and awareness.
Frequently Asked Questions
How can a wellness brand get media coverage in Singapore?
Wellness brands can increase their chances of media coverage by identifying a clear point of differentiation and connecting it to a wider consumer trend. For House of Wellness, the focus was on efficient wellness, personalisation and fitting face and body treatments into the limited time available to modern consumers.
Why is founder storytelling important for wellness brands?
Founder stories give a business a human element. Sandra Chua’s transition from educator to wellness entrepreneur helped explain the motivation behind House of Wellness and gave media an additional story beyond its treatments.
What makes House of Wellness different from a traditional spa?
House of Wellness combines face and body treatments within the same session using a dual-therapist approach. Guests can choose from 70, 90 or 110-minute sessions and customise their treatments according to their needs.
How did Saltine Communications help House of Wellness?
Saltine Communications developed media angles around House of Wellness’ efficient wellness concept, founder story, personalised treatments and customer-first positioning, resulting in coverage across MoneyFM, Vanilla Luxury, LUXUO and NUYOU.
Why should a new wellness business invest in PR?
PR can help new wellness businesses establish credibility, reach audiences beyond their existing networks and communicate their unique positioning through trusted third-party media.
About Saltine Communications
Saltine Communications is a Singapore-based PR agency specialising in media relations, thought leadership, founder profiling and guaranteed media opportunities for startups, SMEs and established brands.
The agency has secured coverage across publications including The Straits Times, CNA, Business Times, Tatler, Vogue Singapore, Mothership, Lianhe Zaobao and many others.
If you’re looking to increase brand visibility, establish thought leadership and secure meaningful media coverage, contact Saltine Communications to discover how strategic PR can support your growth.
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