DEC 2018

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 46 of 77

Who is the spa client of 2019? Ufl and: Busy females who still want to take care of themselves—we've been adding more treatments like dermaplaning, microneedling and chemical peels, plus new services that remove the pampering entirely to deliver powerful results in half the time. Brown: Couples and groups. Guests are increasingly seeking ways to connect, whether through tandem massage, a shared salt room experience or group outings. Reed: In fact, day spas are becoming the modern country clubs: places to gather, relax, socialize and learn. Sarfati: Millennials are driving the medspa boom (they currently account for 20 percent of appointments). And although we've seen a rise in spa-going men, women still make up more than 85 percent of medspa clientele. Buss: The spa-goer of 2019 is sophisticated, distrusts fads, demands tangible results and seeks an ongoing consultative relationship with an esthetician who can off er advice about an at-home regimen, skincare travel and even their diet. McGroarty: Baby boomers, millennials and children—of all races, genders, sexualities, and types of skin and hair. Inclusivity is the new mandate! Nelson: Spa owners should put their eff orts fi rst in Instagram, combining static posts with Insta Stories (your own 'reality TV show'). Seek out infl uencers who authentically connect with your spa's mission—they've never been more worth indulging than they are now. Eivens: Individuals still look to infl uencers when making retail purchase decisions—they trust peer-to- peer recommendations over traditional advertising, which makes infl uencers the new norm for corporate marketing strategy. Collier: But keep in mind that they must have real expertise and accreditation in their fi eld! Ufl and: We've shifted our followers away from typical Instagram beauty infl uencers to niche-focused ones with smaller followings, called 'micro-infl uencers'— they're less expensive, have extremely engaged audiences, are are more likely to create long-term relationships. They play more of a brand ambassador role, with multiple posts and event appearances, rather than just a one-off . Asquith: Instagram is the platform most gravitate to, and infl uencers are popular with millennials; however, we don't see the same engagement from baby boomers. Buss: Snapchat skews younger, and Facebook skews older, so whichever channels you use will depend on the demographic you're trying to attract. Social media will constantly evolve, so spas should create content on a regular basis and post on a variety of channels—and consider hiring a social media expert. Mersberger: Social media is changing so fast and host sites are adjusting their algorithms constantly, so it's really a pay-to-play game now. As of June 2017, more than half of ISPA members paid for social media advertising on Facebook; I think this number will only increase. Infl uencers and media come in diff erent forms, and businesses need to be nimble and recognize their impact. Ufl and: A spa's best marketing investment for 2019 is professional photography and videography—our spa clients see the most bang for their buck by placing words from the wise © GETTY IMAGES [ 44 ] • # dayspamagazine • december 2018 "A spa's best marketing investment for 2019 is professional photography and videography." How will social media marketing evolve?

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