TOP SPA TRENDS FOR 2011

SPA TREATMENTS IN A NEW YORK MINUTE
Spa treatments on-the-go have been around for a few years and were created to fit the time constraints of our busy lives and the limitations of our wallets. There are now many spas offering express menus with $50 sampler treatments, mini treatments, express menus as well as more expanded business hours to accommodate those will busy schedules.

Spas also offer mobile apps with a built in GPS system to help consumers find the closest spa, access easy directions, locate the best deals, look over the spa menus, view photos, and figure out where certain gift cards can be used. Convenience to simplify the spa experience in an otherwise complicated world.

TOP SPA TRENDS FOR 2011

EXTREME BEAUTY TREATMENTS
According to research, beauty within big city limits opens more doors, gets one person hired over another, and offers better pay and faster promotions. As much as these results are offensive in almost every way . . . it happens. Beauty is a powerful form of social currency. Right or wrong, the beauty industry has identified this as a major money making market and created a multitude of ways to change a person's appearance almost over night. In fact, the cosmetic enhancement industry is moving so fast that Botox is almost passé.

There are needles, lasers, chemical peels, stem cells, cell rejuvenation, and plasma therapy . . . to name a few. Make no mistake, many of these treatments are painful and should not be decided upon lightly, but numbers don't lie. $679 billion dollars were spent on cosmetic enhancements during a trying economy. What does that tell us? Beauty, whatever that means, reigns. The slogan, "no pain, no gain" has recreated itself and those who subject themselves to these types of treatments expect immediate and extreme results. Extreme beauty, indeed. One more thing . . . research also states that this beauty craze thrives only within the city big limits . . . apparently those who live rurally, don't share the same views on beauty. Interesting.

TOP SPA TRENDS FOR 2011

THE SCIENCE BEHIND THE SPA
Spa consumers are smart, conscientious, and monetarily mindful. In this type of financial climate, they have to be. Economic woes shook us to the core, one way or the other, leaving an unforgettable mark straight down the middle of every city and town across the nation.

Spending trends changed and consumers began using more caution than ever. Consumers want to make informed decisions and invest their money in evidence-based spa treatments and skin care purchases. They want assurances that the product, or service, will address their needs and offer guaranteed results. A guarantee? Well, as hard as that is to do, consumers are now embracing the scientific and medical research in order to qualify their purchases with solid, indisputable answers before they lay down their weary bodies and reap the beautiful benefits of a day at the spa. In this type of business climate, every body wins.

TOP SPA TRENDS FOR 2011

DEALS GONE WILD
Clipping coupons and cashing in on money saving "two-fers" has historically been a great way to save money. Until now, coupon afficionados quietly took care of their money saving business amidst an awkward stigma attached to coupons. Enter Groupon.com where the world of coupons changed almost overnight. Now, savvy consumers are using collective buying power to dramatically lower the price and secure a great deal. Groupon is all about the power of numbers. Along with a myriad of other group buy companies, every day there is one deal per city with discounts ranging from 40% - 90 % of the normal price . . . and if enough people buy into the offer, the deal is on and everyone wins. Participants are motivated to get their friends involved to make sure the deal goes forward. Word of mouth marketing at its best. Group purchases have found a significant place in the spa industry offering incredible savings for the consumer and filling up the waiting rooms of many spas across the nation. So what are you waiting for? One spa listed a deal that sold for $50 but had a face value of $188 . . . that's a grand savings of $138. Sold!

Treatment Trendwatch for the Fall Season

Spa Week announced a list of the top 12 treatment trends for the fall season:
1. Fighting Allergies - sinus massages, breathe-easy facials, and other treatments featuring eucalyptus, humidifiers, and lymphatic drainage techniques.
2. Bikini Glamour Post-brazilian waxing rituals such as vajazzling, vattooing, and airbrush painting.
3. Sleeping and Dreaming - services designed to promote a good night’s sleep, private yoga sessions, and meditation.
4. Lash Extensions - techniques that promote eyelash thickness, length, volume, and color.
5. Instant Inch Loss - colon hydrotherapy, ionothermie, and other treatments that give immediate weigh-loss.
6. Reiki and Energy Work - holistic healing and energy work that deliver health benefits ranging from spiritual growth to injury recovery.
7. Acupuncture - for both the face and the body.
8. Botox-On-The-Go - dramatically reducing the appearance of wrinkles and fine lines.
9. Hot and Cold Stone Massage - application of cold and hot stones for a massage.
10. Champissage - aka Indian Head Massage.
11. Everything Seaweed - treatments incorporating seaweed and seawater to detoxify the body, eliminate excess fluids, and increase blood circulation.
12. Simply Oxygen - oxygen facials that incorporate this life-sustaining molecule are on the rise in popularity.

Spa Week Trend Watch for Fall 2010

Spa Week announced the top 12 spa treatment trends for the fall:
1. Fighting Allergies: Sinus massages, breathe-easy facials, and other treatments featuring eucalyptus, humidifiers, and lymphatic drainage techniques.
2. Bikini Glamor: Post-Brazilian waxing rituals, such as vajazzling (don't ask), vattooing, and airbrush painting.
3. Sleeping & Dreaming: Services designed to promote a good night’s sleep, such as stress solution facials, private yoga sessions, and meditation.
4. Lash Extensions: Techniques that promote eyelash thickness, length, volume, and color.
5. Instant Inch Loss: Colon hydrotherapy, Ionothermie, and other treatments that give immediate weigh-loss results.
6. Reiki and Energy Work: The demand for holistic healing and energy work that deliver health benefits ranging from spiritual growth to injury recovery.
7. Acupuncture: For both the face and the body, this technique is recommended for the treatment of more than 40 conditions ranging from anxiety to pain by the World Health Organization.
8. Botox-on-the-go: Reducing the appearance of wrinkles and fine lines.
9. Hot and Cold Stone Massages: Instead of using only hot stones for a massage, the application of cold stones adds multi-dimensional stimulation.
10. Champissage: AKA Indian Head Massage is now being interpreted as a custom ritual at many spas.
11. Everything Seaweed: Treatments incorporating seaweed and seawater to detoxify the body, eliminate excess fluids, and increase blood circulation.
12. Simply Oxygen: Spa-goers will be looking for more treatments, such as oxygen facials, that incorporate this life-sustaining molecule.

2009/2010 - Top Five Spa Trends

5. MINDFULNESS STRESS REDUCTION PROGRAMS
"The Intuitive mind is a sacred gift, the rational mind a faithful servant. We have created a society that honors the servant and has forgotten the gift." - Albert Einstein

2009 turned out to be a year of unrelenting stress. The American Psychological Association revealed that eight out of ten people say the state of the economy is a "significant cause of stress." A cornucopia of ongoing stress. Thankfully, spa and wellness communities are always investigating new ways to tackle the negative effects of tension, anxiety and constant worrying. Consequently, it is never a surprise that each year one of the most prominent spa trends has something to do with transforming stress and increasing well-being.

What is the new stress reduction trend? Mindfulness. Mindfulness uses meditation to offer insight, transformation and healing. The practice is centered around being fully awake and engaged while "paying attention with intention and without judgement." Mindfulness teaches us to be fully present in all of our experiences and get back our focus instead of living a life of avoidance and distraction. It acknowledges fear, stress and confusion instead of pretending they don't exist. It shows that through peaceful observation of each experience, (physical, emotional and mental) we can gain a balanced approach to our lives with a deeper appreciation of our daily living. In short, out with denial and in with awareness. Mindfulness helps to end fretful thoughts (and there are plenty of those) by filling the mind with positive thoughts of gratitude. After learning to be mindful, we learn one very powerful thing . . . reality doesn't bite.

2009/2010 - Top Five Spa Trends

4. SMART & RESPONSIBLE SKIN CARE
The smart part: Skin care aficionados rejoice! The trend this year is 'science-specific' skin care. Since science is now able to mimic and replicate the natural functions of the skin (biomimetic) we can all look forward to innovative and smart skin care, intelligent ingredients, avant-garde products. Target, treat, prevent. Regenerate, repair, renew. Biotechnology, pentapeptides, biopeptides, targeted delivery systems, nanotechnology, neurocosmetics, phytochemicals, etc., and now, . . . stem cell technology (more on this later). Boil down all the buzz words and what do you get? Science at its beautiful best.

The responsible part: Organic skin care gained vast popularity over the past few years. Statistics made it crystal clear that consumers love environmentally conscientious products. During the organic movement's rise to fame, many eyebrows were being raised over several corporate claims of products being 'natural, organic and certified organic' when many simply do not meet organic industry standards. Enter the National Organic Standards Board (NOSB) and the Organic Consumers Association (OCA). They have launched a "Coming Clean Campaign" to examine companies that flaunt organic claims but don't meet the proper criteria. The OCA is raising its voice and demanding "more stringent regulations to heighten the integrity of the organic movement."

2009/2010 - Top Five Spa Trends

3. SOCIAL MEDIA - ONLINE SPA BUSINESS
Social media is the new powerhouse of word-of-mouth marketing. Social Networks, Blogs, Podcasts, Twitter's Tweets, and the mighty You Tube. Facebook boasts 350 million users worldwide (100.5 million in the US) to Twitter's 58 million. Demographics show women between the ages of 25 - 54 are eagerly sharing their opinions online . . . both good and bad. This past holiday season found 28% of consumers were clearly influenced by social media and purchased products recommended by consumer or expert reviewers.

This global phenomenon has opened many doors in the spa industry. Ad-Ology revealed that, "57 % of 18 to 24 year olds and 48.5 % of 25 to 34 year olds say social media influenced their choice of a hair salon or day spa." Spa Finder announced that in early 2010 they will launch a new application that will allow anyone who owns an iPhone to "pinpoint a spa nearest you." With 26 million iPhones sold and 27 million people accessing a social networking sites from mobile phones . . . well . . . you get the picture. Talk about the ability to reach out and touch someone. Online booking tools are available from individual spas or trustworthy companies like SpaFinder and WaySpa (partnered with Spa Magazine). Spas are inviting clients to visit them online to familiarize themselves prior to their appointment, which is a perfect way to personalize their relationship. Inviting dialogue and chatting on Twitter helps build trust and deliver what their clients really want. The power of social media on commerce is immediate and unmistakable. Social media truly is the holy grail of increased brand awareness, brand monitoring and brand reinforcement.

2009/2010 - Top Five Spa Trends

2. MEMBERSHIPS, LOYALTY AND FREQUENT BUYER PROGRAMS
Impressive statistics show that 70% of sales are represented by consumers who belong to loyalty programs and participate in members only exclusive offers. Membership programs such as VIPs, Loyalty, Customer Appreciation, Frequent Buyer, etc., are highly effective in cultivating consumer retention and encouraging a healthier bottom line. Clearly, consumers love loyalty programs.

Membership programs are becoming a popular trend in the spa community and are an effective way for management to stay connected while working hard building consumer loyalty. The membership process places the spa in an excellent position to understand their client's needs and create unmatchable value, superior service, the right mix of product and service menus. It also gives a spa an opportunity to offer members a sense of belonging and familiarity within an environment where a circle of trust and comfort is enormously important.

Spa memberships generally offer perks and rewards which may include a point system, discount cards, rewards, savings incentives, advanced notice of sales, frequency discounts, and maybe (if you are lucky) a free spa treatment on your birthday. Some are free to join and are specifically designed to keep you "in the loop", while others are based on an *annual fee and include 10 - 15% off products and services throughout the year. Where indulgence has been replaced by practicality, the membership trend is projected to evolve and thrive within the spa community.

*As with any type of signed agreement, make sure to read the fine print.

2009/2010 - Top Five Spa Trends

1. DISCOUNTS, DEALS AND GIVEAWAYS GALORE!
The economy is still very much on our minds. The great question of 2009 rests on whether the economy is truly in recovery mode or whether it has come up for a much needed breath of fresh air before shifting back into another recession. No one seems to know the answer. Most want to believe all is well, but the overall uncertainty is still widespread. Spending patterns of this past year, and most recently during the holidays, suggest a very tentative, cautious outlook.

Spas got the message loud and clear. An unmistakable quiet fell over the industry . . . and not the kind of 'feel good' quiet spas are famous for. This kind of quiet threatens the very core of a spa's fiscal health. It is a time when management becomes very creative. The result? Discounts, deals and giveaways galore. Modest indulgences. There are four things a spa enthusiast should do when there are so many promotions being offered. Look for them. Expect them. Exploit them. Enjoy them. Helps you, helps them. A win-win situation no matter how you look at it.

Top Five Trends in Spas - Stress Busters & Brain Power Boosters

Spas are developing new stress reduction programs to promote an unimpaired state of relaxation. Meditation, guided visual imagery and sleep therapy are showing up on spa menus across the nation. Mind, body and soul programs offer immediate nourishment. Brain power boosters are becoming popular treatments that cater to a vast aging population, as well as those suffering from stress related cognitive impairment.

Stress is responsible for the majority of illnesses and heart attacks. It also increases irritability, destroys concentration, threatens cognitive abilities, disrupts coping skills and ruins emotional wellness. The amount of mental activity generated throughout the day is staggering, all of which, is accentuated with imagery and colored by emotions. Balance is key to maintaining your cool. It requires healthy thoughts, rebooting thinking power and running interference on all of the negatives we are hit with every day.

Don't allow yourself to become unhinged. Relaxation is the key to unwinding frazzled nerves. Healthy brain power kick starts healthy emotions. Healthy emotions are good for the heart. A happy heart creates a sense of fulfillment that spills over onto others. The 'power of one' can change the world, . . . one person at a time.

Top Five Trends in Spas - Alternative Therapy

Spas are taking their cues from a stressed out society by digging deep to offer alternative and spiritually based therapies. These ancient, 'blast from the past' practices have proven track records in stress reduction and in rekindling a positive energy shift.

This sacred comeback includes carefully chosen music and enticing aromas to set the stage for treatments such as, acupuncture, polarity massage, chakra balancing massages, reiki, healing touch, crystal healing, shiatsu, breathing rooms, energy healing, hot stone therapy, etc. Total health and wellness is the focus of this new and very hot trend with relaxation and rejuvenation as the ultimate goal.

Top Five Trends in Spas - Fully Clothed Mini Massages

There are two very good reasons that fully clothed massages are a rising trend.
• We live in a fast paced world where stress fills the tanks of those living an 'on-the-go' lifestyle. Express spas, airport spas, massage bars, and in-chair massage hubs are popping up everywhere. These 15 to 20 minute mini massages are an oil-free, 'better than nothing' approach at targeting the knots in our shoulders, neck, back and hands without the hassle of undressing, which can sometimes be, . . . well, a pain in the neck.
• A recent report disclosed that 70% of spa visitors have never had a massage. Almost 3/4 of all spa visitors have not taken the plunge, so to speak, and dropped their clothing for the sake of stress. The reason? The personal discomfort of having to undress creates an anxiety and an awkwardness that quickly cancels out the desire to take part. These 15 minute wonders increase circulation, rejuvenate tired limbs, and relieve stress. At the average rate of $1.00 to $2.00 per minute, these minis won't break the bank.

Top Five Trends in Spas - It's All About The Green . . . Environment and Finances

It is all about the green. Organic products, water conservation, active recycling programs, low energy lighting, etc. Yes, we are delighted to report the green movement is one of the top trends in the spa industry, but that is not the kind of green we are talking about in Trend #2.

We are actually addressing the other green, . . . money. It is no surprise that many consumers are cutting back on spending. In perfect harmony, spas are getting creative to find ways to honor customers looking for refuge in a very stressful economy. This is an opportunity for spa-goers to shop around for some stress-busting deals.

Here are a few tips to help. Booking midweek is generally cheaper than weekend treatments at many destination/resort spas, and if it is not, ask for it. Don't be shy, everyone understands this is a time where cutting costs is the diligent thing to do. Many spas are offering menu samplers, family discounts, girlfriend getaway deals, etc., but don't be surprised if you don't find them listed on the spa menu. Again, take a deep breath and ask for their under-the-table specials. Look into booking smaller treatments with bite-size price tags, such as mini massages, manicures, hand massage, pedicures, neck and shoulder massages. Take care of yourself during this very stressful time. Your good health is counting on you.

Top Five Trends in Spas - Homestay Vacations & Fertility Treatments

Spas are reporting an increase in couples booking spa getaways together. Instead of taking a trip abroad, which has become financially prohibitive in this type of economy, couples are booking their vacations at resorts that cater to spa lovers. Side-by-side massages, facials, manicures and pedicures are popular treatments for anniversaries, birthdays and Valentines Day celebrations.

There is another reason why this couple trend is growing. Holisitic fertility treatments. Acupuncture, fertility yoga, fertility reflexology, three hour daily massages, heat treatments and other ancient fertility treatments are just some of the spa services offered to couples having difficulty conceiving a child. This trend is certain to continue since one in six couples struggle with infertility. Learning to relax with one another in an environment where both individuals are being cared for seems to be a winning formula. Couples book spa treatments together to become part of a philosophy that rests upon a very sturdy fact that relaxation is the answer to health, healing, happiness, . . . and conception.