So, I did some research into what’s trending for the new year in skincare, beauty, spas and wellness, and as my best friend’s motto for life states:
“the only thing you can know for certain is that THINGS WILL CHANGE!”
Durocher, the president of Essential Spa Consulting/Durocher Enterprises, shared some big changes that have happened in the spa industry, as well as what trends will be shaping it moving forward.
Our Roots
“The Greeks, we really owe it to them,” said Durocher. “They had the first concept of spa, although the Romans built the big ones.”
Bringing the industry up to a more current timeline, he pointed out key happenings, such as:
- 1980s: First Gold Door Spa opens on the Queen Elizabeth II
- 1990s: Explosion of the day spa
- 1992: Anew launched the first mass market Alpha Hydroxy
- 2000: Rise of the medical spa
Wellness Today
Wellness is $438.6 billion globally, and the United States is number one with $167 billion.
About 70% of women in U.S. haven’t been to a spa because of price (seen as luxury) and fear of the unknown. According to Durocher, clients need to be given permission to take care of themselves.
Durocher added that you have to supply a serene environment for clients, and they are not interested in a sterile environment. “Even if you are going to give your clients a very aggressive treatment, they want to be in a relaxing environment."
Upcoming Spa Industry Trends
Watch for these 10 trends in the near future:
- More MEN in the spa: This is largely due to Millennial Men, who according to Durocher, "Don't mind getting things done." Men in the spa is going to triple in the next decade, noted Durocher.
- Transumers: These are consumers driven by experience.
- Ingredient awareness: Consumers are more ingredient savvy. “Millennials are more opt to buy from a company with a good social conscious,” added Durocher.
- Treatments: On the rise will be body (anti-cellulite), medical spa and wellness, personal devices and indigenous treatments.
- Business: Selling spa hours based on capacity and customization—from pricing (range based) to esthetician experience.
- Imaging devices: It’s an objective way to show clients what they look like and sell services.
- Tryvertising: This is a social interaction that involves learning and hands-on experiences. It lets the clients test products.
- Premium personal care: Medical spas have driven luxury skin care.
- More and more social media: “It’s the way to market ourselves and our businesses for free,” added Durocher.
One trend that can really hit home with spa managers and owners is changing your team’s mindset. “What we do really matters,” said Durocher. “It can benefit the client’s lifestyle.”
A Rise in Corporate Spa Visits
Spa visits are becoming a popular trend among businesses, so much so that business meetings are being held at spas, incorporating time for massages, facials and manicures during breaks. For example, Haven Spa and Eve Salon in Manhattan organized "manicure meetings." For many, shared experiences in spa sessions, i.e. quiet moments and brainstorming sessions, help boost creativity and problem solving of employees.
Spas are beginning to offer packages for corporate groups. The sessions are thought to be considered less of pampering and more of relieving stress and promoting wellness.
Spa visits for businesses are surely to be a trend to look out for. With businesses focused on creativity and problem solving, many will start to find treatments designed to blend relaxation and wellness to lead to creativity, collaboration and inspiration.
Soon-to-be Largest Demographic of spa-goers — Millennials
In August 2016, The International Spa Association (ISPA) published its latest consumer snapshot on the soon-to-be largest demographic of spa-goers—millennials. In it, over half (56%) of millennials surveyed noted that they have visited a spa in the last 12 months. Although the results are robust, here are 8 main takeaways:
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They Book Over the Phone.
We may assume that this tech-savvy generation would book a spa appointment online, but that is not the case with millennials. Most book over the phone, followed by online and in person.
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Watch Out Southwest. Where are all these millennial spa-goers? Well, apparently, many of them are in the Southwest United States. Of those surveyed in that region, 62% have visited a spa in the last 12 months.
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Male/Female Are About Equal.
We keep hearing that male clientele are on the rise, and that is certainly true with millennials. Almost half (46%) of millennial spa clientele are men. Millennial male clientele are more likely to frequent resort spas of spas in a fitness facility, whereas female millennial spa clientele are more likely to visit a spa/salon. -
Employed and Educated
Over half (64%) of millennial spa clientele is employed full-time. And, almost that same amount (63%) have university degrees. -
They're Stressed Out.
Consistent with most of the spa-going population, millennials visit the spa primarily to relieve or reduce stress (32%). The second reason they visit the spa differs between female and male clientele. Men visit the spa to recover from injury, whereas female millennials visit the spa to treat themselves. The third reason also differs based on gender; males visit to treat themselves, whereas female clientele are looking to better their appearance. -
They Aren't Monthly (Yet).
Of those who visit spas, most (83%) visit a spa less than five times a year. The reason for both female and male millennials spa-goers is price and lack of time. For those who do not visit spas, the number one reason is that they are too expensive, followed by lack of time. The third reason differs by gender, with the spa environment being foreign the third reason for male millennials and no spa in their area the reason for female millennials.
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Drinks and Free Wi-fi
To enhance a millennial spa-goer's experience, there are a few amenities that stand out. Millennials appreciate refreshments, followed by free wi-fi. -
Personalization To enhance a millennial's spa experience, personalization is the way to go. Nearly half (49%) of millennial spa go-ers have experienced a customized treatment.
Advanced Drone Technology
You may have heard about using drones in warfare, now "drone" technology is being used to target aging.
During the Face and Body conference and Expo being held this week in San Jose, California, Christine Heathman, CEO of GlyMed Plus and medical master aesthetician, revealed the effect of drone technology on the skin. "It extends the cell life span & boosts collagen production. These are super powerful peptides," Heathman said.
She told the audience the delivery system of the peptides targets pigmentation, wrinkles and lifts sagging skin. "It breaks down the desmosomes, which makes it more accessible to active ingredients."
This technology refers to the delivery of active ingredients from a product into your skin and even directly into cells. More than that, this so-called drone technology is getting so clever that it can target a specific cell and in some cases, a precise area of that cell!
"In order to be successful in what you do, you have to target the skin cell," said Heathman. "I highly recommend you use a product that helps support stem cell health."
Super exciting & fascinating things are entering our Industry!
Happy New Year!