With today's fast-paced lifestyles, visiting the spa needs to be quick, convenient and effective. All of the regular cosmetic services such as Botox, collagen enhancement, skin rejuvenation and others need to go off without a hitch and within an hour. Many of these treatments are for socialites or working women and men on the go. They want quick service while still being able to use their cell phones and palm-pilots. Creating an environment that is respectful of their time is paramount.
Research has indicated that non-invasive treatments that leave the client without any downtime are preferred over those services that leave clients with open wounds, severe redness and the typical oozing and puffiness of a CO2 or Erbium laser treatment. “Lunchtime” treatments, as they are now called, are all the rage, and they bring clients back for more because they usually require a series of treatments and are sold as a package. Microdermabrasion, non-pulsed laser treatments, light chemical peels and ultrasonic facials all fall into this range of popular and upcoming options.
Cosmetic surgery is moving beyond the narcissistic to a higher spiritual plane, a new kind of self-actualization. As a result, we are experiencing a new acceptance and freedom where people no longer are hiding physical changes, but are wearing them like a badge. Cosmetic procedures increased 304 percent from 1997 to 2001. Nearly 8.5 million cosmetic surgical and non-surgical procedures were performed in 2001, an increase of 48 percent compared to the previous year's total of 5.7 million. Consumers are looking for their own unique, identifiable look and flaunting things like piercings, tattoos, dyed hair and colored contact lenses.
In the post 9/11 years, we are seeing more spas that are just outside of major cities where clients can escape for the day or the weekend. With destination travel on the decline, “Away Days” have begun to threaten destination spa growth. Interestingly, many of these establishments have partnered with day spas and are finding that they compliment each other's business. Many of these locations are an interesting mix of wellness, preventive medicine and spa services. Most offer group fitness, educational seminars, nutritional counseling and retreat services for corporations.
Growth is the future of the spa industry. Diversification, specialization and market expansion are all expected to continue in the spa industry. That means that there is room for everyone. Health clubs will all be expanding as well with more major centers housing multiple forms of spa and wellness therapies. While the market expands and consumers become savvier the market will become more large facility, chain facility and niche oriented. Spas are not going away anytime soon.
Melinda Minton is a spa consultant and health and beauty expert in Fort Collins, CO. She is the founder of The Spa Association, an organization dedicated to enriching the professional beauty industry through self-regulation, education and sound business practices.