Trends Spied at ISpa - Part Two
Everyone loves the latest trend – the newness, the buzz, the potential. Probably more telling are established trends that show no signs of slowing down – longevity speaks volumes about customer trust and satisfaction. For all the microfiber-lengthening-conditioning-strengthening eyelash breakthroughs, Maybelline Great Lash keeps its place in the hearts of millions.
Here are some trends that show no sign of slowing:
East, West, Still Meeting
Nothing calms like uncluttered Feng Shui, the resonance of a gong, the natural music of a fountain. And it’s not just the aesthetic. The holistic approach, the importance of meditation, of centering the mind, body and spirit, still acts as a tonic to all that western sound and fury.
Treatments from the east are also enjoying increased popularity, which brings us to:
Acupuncture
According to one study, 23% of spa visits are for acupuncture. Acupuncture clients state that 92% saw symptoms improve or disappear (stats that beat most western approaches, I’d bet). Even given the needles, acupuncture is non-invasive, or at most micro-invasive. There is no downtime, and adverse effects are rare - if they do occur, they’re minor (e.g. headaches, dizziness).
Acupuncture, also, is adapting to its new home – promising face lifts along with unobstructed energy.
Doctor Brands
As Dr. Murad’s and Dr. Perricone’s product lines continue their ascent, other doctor inspired skin care lines join the fray. Clients continue to trust these brands will have scientific advantages over those not created or co-created by a doctor. Along the same lines of the reassuringly scientific is…
…ceuticals
First there was SkinCeuticals the brand, followed by cosmeceuticals, the concept (i.e. ‘we don’t just throw twigs in a vat my friend; many a labcoat contributed to the making of this cosmetic marvel…’ And then the ceutical damn burst: nutriceutical, mediceutical, superceutical, ultraceutical, dermaceutical. I think we’ve reached the apex – further ceuticals are going to exhaust any whiff of legitimacy the suffix can provide.
LED Machines
While estheticians cannot use lasers (at least not in most states), the LED light continues to provide the allure of a ‘light-based treatment’. No sign of microcurrent machines at the show – could light waves, even low level LED light waves, be inspiring more loyalty than the swooned-over microcurrent?
Comparisons to Vitamin C
New antioxidants, from some rare Himalayan berry, to Idebenone (the main active ingredient of Prevage and True brands), always have to face off against the vitamin C faithful. Comparisons such as “this super antioxidant has ten times the potency of vitamin C”, etc, fill the literature. What this means is that the spa industry has successfully disseminated the value of vitamin C as an antioxidant in skincare – and vitamin C remains king (at least in the public view).
Mineral Makeup
The variations may range from matte to reflective but the theme is the same: subtle, non-irritating coverage with the benefit of sun protection. New brands are launched every year – whether they stay around or not, mineral makeup definitely will.
And now - some continuing trends which say more about the human psyche than a product or treatment’s staying power:
Spa Shame
A large number of people interested in a massage or facial don’t indulge because they find it… indulgent. While the same amount of money may be spent, guilt-free, on a number of other unnecessary items (dinner out, purse, books, dvds) something stops potential clients from crossing that spa threshold. They hold an image of a spa-goer they can’t reconcile with themselves. That, and perhaps…
Fear of Nudity
Body issues continue to keep people at bay. That, and the unexpected. Are you supposed to strip completely for a massage? Where exactly are the no go zones of a massage? As spas look for ways to assuage fears, more consumer information will be made available on exactly what to expect from your treatment.
Those are some trends, new and continuing, gleaned from the ISpa conference.
The conference also touched on the rapid rise of the medispa, and what this means to the traditional health and wellness spa, more rooted in the natural, holistic ethos.
No doubt, the border between 'clinic' and 'spa' will continue to blur. Medispas adopt the calming décor of the traditional spa, and offer the respect accorded clients who expect a less hurried, more relaxing treatment. Traditional spas strive to keep step with the effectiveness offered by prescription strength products and doctor or nurse administered treatments. Yin will balance Yang. Chi will flow.
