Trends Spied at ISpa - Part One
ISpa, the International Spa Association, an organization that promotes and supports the spa community, just staged a four-day convention in Vegas. Industry leaders convened to discuss issues concerning their business and how they would like their industry to evolve.
In listening to these discussions, and by browsing the expo hall with over 200 vendors, the following trends were noted. Some new and blossoming, some stubbornly entrenched.
Among the new:
“High Touch”
As traditional spas try to contend with the competitive medispa phenomenon, they’ve come to learn that clients believe medispas will provide results-based treatments, whereas traditional spas are for an indulgent treat. Terminology is being redesigned to establish equal footing. To compete with High Tech is High Touch.
The High Touch approach involves explaining the benefits of a spa within a biochemical context - brightening its aura of scientific legitimacy. Massages don’t just relax, they release oxytocin, a stress-reducing hormone. Botanical based products, such as Aveda stress the “active” cellular impact of their plant-based ingredients.
Although a new promotional angle, High Touch contends effectiveness was always germane to the spa experience.
Treating the Whole Consumer
It’s no longer a matter of a good cleanser, moisturizer, and sunscreen. Spas and medispas, such as Dr. Murad’s Medical Spa in Los Angeles, are going to be promoting lifestyle regimes to make their clients healthier inside and out - and follow through on Dr. Andrew Weill's pronouncement that 'the spa of the future will be one that teaches people how to live'.
Not the mind-body-spirit holistic approach of traditional spas, more of a nutrition-supplement-product approach.
Day Spa Day Care
Children are becoming more of a familiar sight in spas, especially little girls as mothers and daughters bond over mani-pedis and massages. Teens also, enjoy day spas for special occasion (birthdays, the big dance) and acne treatments.
Expect the industry to cater to this relatively new demographic, and later, expect a reaction with spas that cater strictly to over 18s.
Relaxation
“Hey, just relax…” is going to become less of a suggestion and more of an imperative as the world continues it’s ever-escalating, hectic pace. Already in Japan, ‘nap salons’ are established and thriving.
Spas will offer pared down, intensive relaxation treatments (a popular lunch time booking) aimed at de-stressing the huddled, befuddled masses.
Body Peels
More sophisticated than a salt scrub, body peels will use carefully formulated acid peels to target areas most likely to show aging such as hands, lower arms, elbows, knees, and upper chest.
While peels have been used in these areas in the past, they are usually intended for use on the face (the face can take higher intensity peels than the rest of the body which needs a gentler formulation). Expect a body peel 'package' which will include a series of treatments and home care regime to maintain and continue progress.
Cosmedix and Physician’s Choice of America are two companies that already offer body peel packages.
Stay tuned for more trends in the next article…
