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JANUARY 2006 Volume 9 Issue 1

The Face & Body Conference And Expo

"Spa & Healthy Aging" — Trends Highlights

With seven simultaneous educational tracks, the Face & Body Conference (November 2005) delivered useful information in a wide range of categories: 

A separate Medical Esthetic Conference provided advanced education on equipment and procedures. Highlights from two of the "Trends" sessions are summarized below.

Spa Trends:

In a well-attended presentation, Mary Bemis of Skin Inc. Magazine identified the "Top Ten" trends that shaped the spa market in 2005.

To provide fun and social interactions, spas offer a playful communal environment or develop imaginative packages and themes. Along similar lines, the spa home party trend encourages new-to-spa consumers to test products in their homes. Mobile spas bring services to residential and corporate clients, while spa facilities compete with full-day group events.

Targeting specific demographic segments is the basis for two trends. Couples suites with fireplaces and tubs for two help partners reconnect with alluringly named packages such as "Enhanced Romance" and "Sensory Journey". Catering to men's needs appeals to their desire to feel and look good. Popular retail items target eyes, grooming, and skin, while services range from manicures and pedicures to razor shaves. Exclusive massage rooms and locker areas lend a "men's club" touch, while large screen televisions evoke a sports bar atmosphere.

Several trends address spa-goers' concerns about their health and stress levels. Detoxification ranges from simple treatments such as massage and wraps to multiple sessions during resort stays that focus on skin purification or reducing water retention. Natural and organic products represent a logical extension to complement these services. As with some aromatherapy and massage oils, edible items are being integrated into treatments as "garden fresh ingredients" (basil, carrots, oranges, peaches and cream, rosemary, tomatoes, etc.). Alternative treatments represent another trend that extends the same theme with gentler exercise, "energy boosters" and mind/body perspectives.

The "global spa" trend gets back to the original premise that consumers want spas to deliver new experiences. Ambiance, décor, and treatments can bring the Middle East to Minnesota with exotic cross-cultural sensory stimuli. For wealthy individuals, spa becomes an integral part of their everyday lives in residential communities that are located in or near resorts, such as Canyon Ranch.

In reviewing the information from this presentation, there seems to be some overlap in the Top Ten trends.  One way to fit them into the three categories commonly cited within the spa industry is shown below:

"Customization" — Couples Suites, Global Spa, Men, and Spa As Lifestyle

"Experience" — Couples Suites, Fun/Social, Global Spa, Spa Home Party, and Spa As Lifestyle

"Health" — Alternative Treatments, Back To Nature/Organics, and Detoxification

Health, Lifestyle, & Wellness:

In "Beyond Beauty", Karen Newman of Global Cosmetic Industry (GCI) Magazine discussed consumers' needs and the resources that are available to them. While the U.S. health care system provides convenient state-of-the-art technologies, other countries are beginning to offer comparable services at a fraction of the cost.

As an aside, Ms. Newman offered some personal observations. Consumers who are used to instant gratification are looking for results. They are motivated to improve their health, but the medical landscape is constantly changing as new research is conducted and reported. Even though a large amount of information is available online, accuracy and reliability varies. Consumers often struggle to make informed purchasing decisions.

The Market:

Tangible benefits are a key component driving consumer demand and spending trends. Ms. Bemis cited various statistics, including the 2004 ISPA study estimate that the U.S. spa market generated $11.1 billion in revenues. Services that accounted for a significant portion of the market were massage, facials, aromatherapy, and wraps.

In her session, Ms. Newman suggested that increased competition in the health care and medical markets presents an opportunity for spas. For example, proactive consumers may respond well to green issues (e.g., product packaging, sustainable business practices, etc.) and personal / planetary wellness. Astutely tuning in to the needs of specific age groups can drive product sales. Two strategies have already been successfully implemented in the skin care segment: Encouraging "body acceptance" among female consumers and using a Baby Boomer spokesperson in marketing campaigns.