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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© GETTY IMAGES Boomers also tend to book back-to-back services with the same therapist, points out Diane Hibbard, vice president of treatments and development of the Burke Williams spa chain in Los Angeles. "They enjoy memberships that let them visit as often as they like, and developing ongoing relationships with staff—they value a sense of belonging." Plus, baby boomers have the potential to be the bread and butter of your retail business. They're loyal to the brands they like, and are more inclined than other age brackets to purchase esthetician recommendations. "They'll spend heavily to reverse the appearance of aging, and they see the spa as a necessity, rather than a luxury," says Schoenberg. McNees advises looking beyond Facebook, that old boomer standby, in your marketing efforts. "A lot of spas offer discounts or specials for clients who 'check in' on Facebook, and younger generations love that. But boomers don't want to tell everyone they're there—it's not such a motivation," she explains. Boomers still read newspapers and listen to the radio, she notes, so do your market research but know that traditional ads may still be a draw when it comes to this generation. GENERATION X Younger generations see the spa as a place to prevent ailments, but those born between 1966 and 1980 are motivated by rejuvenation, says McNees. This population—many of whom are parents—are truly in it for the stress relief and love tailored treatments. "They enjoy adding on enhancements and custom- creating unique oils and lotions," notes Hibbard. In Schoenberg's experience, gen X-ers tend to be extremely interested in high-tech antiaging options. "They have lots of questions about microdermabrasion and lymphatic detoxifi cation," he reports. In addition, these 39- to 53-year-olds will spring for couples' treatments, men's facials and chakra-balancing massages. "They have unique buying habits; they're the most likely to purchase skincare devices and antiaging men's products," says Nichols. While this group is well aware that spa services are a boon to their well-being, they can struggle to fi nd time to squeeze it in. "Gen X-ers love getting gift cards and planning their spa time in advance," notes Hibbard. MILLENNIALS According to Hibbard, those born between 1981 and 1994 comprise the fi rst generation that prioritizes wellness over material goods. "It's a status symbol for millennials, and they often opt for more alternative, less traditional forms of health and medicine," she says. "They enjoy being on the cutting edge and staying up to date on the latest technology, and they're always seeking out new experiences; in fact, they like experimenting with different services each visit." Talk up specialized modalities like cranial sacral and lymphatic drainage massage, and make it easy for these spontaneous guests to come in for last-minute services—and to spa with friends. "Millennials enjoy the social aspect, especially bridal and birthday parties," says Dana Buchman, vice president of marketing and PR for Burke Williams. "And they love being the fi rst to experience anything new and different." So when you're showcasing your latest treatment launches, make sure this group is invited! TALKING 'BOUT THEIR GENERATION(S) 50 @dayspamagazine • Februar y 2019

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