DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
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42 DAYSPA | NOVEMBER 2014 Future in the Balance DAYSPA: What service trends will we see surging in 2015? King: There's a huge emphasis on the blur between skin care and the medical sector. A lot of therapists who graduate from our International Dermal Institute want to go into advanced technology. So there's high-tech but there's also high-touch. In esthetics, the latter's exploding too, with massage and myofascial techniques that can manually remove tension lines in clients' faces. So now there are two schools of clients: those who want to know about the latest advance- ments and injectables, and the holistic faction seeking more organic therapies. That second camp is interested in touch therapy, aromatherapy, the latest phenomena out of Asia, etc. Rodriguez: Clients today seek services that pull ener- gies into sync, reduce pain, restore balance and allow the mind to quiet itself. Think services that incorporate refl ex point release, chakra balancing, color therapy, aromatherapy and meditative music. We're seeing a surge in grounding foot rituals, which should include refl exology to release stored tensions. And post- massage dream therapy is helping today's increasingly open-minded client understand the residual emotions that she may need to release. Also hot: über-relaxing services like 'body wrap with a nap'! King: The industry will tread further from rose-covered baths, chocolate wraps and the like, because these are ultimately not going to lure teenagers, seniors or busy Gen X-ers and millennials. We'll see more situations in which teens can remain clothed and sit around with friends and enjoy mini facials. Today it's all about basic menus that leave room for monthly differentiation… the days of the huge spa menu that changes once every fi ve years are gone. We're working with hum- mingbird attention spans; you have to keep clients stimulated or they'll move on. Are there any product or ingredient categories that are on the rise? Boghosian: We'll defi nitely see demand for more natural, organic ingredients, but at the same time there'll be an even bigger shift toward anti-aging skin care. Baby boomers are in that market; they're starting their second careers and they want to look good! Rodriguez: Global demand for stem-cell skin care is projected to reach $6.6 billion in 2016! A recent survey indicated that anti-aging is the key motivator for purchase among women—the most sought-after benefi ts are wrinkle/line reduction and fi rming/lifting. And Global Industry Analysts, Inc. predicts the skin- brightening market to reach $20 billion by 2018. Koronczay: We'll see more kale as an ingredient, more multipurpose (AA/BB/CC) creams and more anti- aging skin care for men. In the beauty sphere, we're trending toward the natural look: With the advent of the 'selfi e', what we get is a raw and natural truth of beauty, which leads us in a positive direction in terms of self-image! Freund: We'll be seeing more antioxidant super fruits such as sea buckthorn, aronia berry, limetta and goji berry. People will become increasingly aware of potential toxins, and take care to avoid products containing them. Nelson: Today's American public is so savvy; they want everything natural, organic and in its purest form. No parabens, no sulfates, no uric acids. It's why we're sell- ing so many super berry supplements that clients can simply stir into water. Consumers also want straight- forward information about what their products and supplements contain—I suggest providing info sheets that use layman's language. As a society we need to simplify how to get healthy, because what we're doing isn't reaching enough Americans. King: The serum category is booming! Consumers know they should be looking for peptides, retinols, hydroxy acids, and so on. They want to see results right away, and hear their friends say, 'What did you do? Your skin is amazing!' Therapists need to be As a society we need to simplify how to get healthy, because what we're doing isn't reaching enough Americans. © HITOMI SOEDA/GETTY