FEB 2019

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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Februar y 2019 • 49 © GETTY IMAGES BABY BOOMERS According to the most recent International SPA Association (ISPA) consumer survey, the No. 1 reason any client hits the spa is to manage stress. "And that's cross-generational," notes ISPA president Lynne McNees. "We're all more aware of the fact that many ailments are stress-related, but baby boomers in particular appreciate that although they may not have the luxury of spending lots of time with their doctor, their spa therapist is there for them." If you want to reach the relatively well-heeled 54- to 74-year-old set, says McNees, offer longer experiences and make it easy to book them via phone. "Boomers want to call and learn about the therapist, and they want to unplug," she says. Oasis Day Spa has two locations in New York— midtown Manhattan, and suburban Westchester—that serve completely different demographics. Since the latter is a boomer hub, owner Bruce Schoenberg makes a point of promoting advanced antiaging treatments, peels and salt scrubs at that location—and he deliberately features more mature models in those promotions. Janice Nichols, corporate operations director for spa consulting and managing fi rm WTS International, adds that antiaging peels, HydraFacial and salt chambers are big with this crowd. © GETTY IMAGES

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