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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Page 52 of 67

Februar y 2019 • 51 © GETTY IMAGES Schoenberg describes the millennial market as the biggest "sea change" he's witnessed in his decades in the industry. "We're seeing a major move toward organic products in our Manhattan location," he says. "And of course the internet has wreaked havoc on our retail business. We might make the fi rst sale with millennials, but Amazon makes the second. So now we tell clients, 'If you can fi nd it cheaper, let us know and we'll match that price.'" McNees points out that millennial women likely grew up going to the spa with their mothers. "In their lifetimes, spas ballooned from 40,000 U.S. locations to 200,000," she explains. "It's more a part of their overall well-being; they don't see sneaking away for a treatment as quite such a luxury." Meanwhile, "millennial males see spas as a place to recover from injury or illness," says McNees. Older generations may appreciate unplugging, but "telling younger clients that they can't have a phone in a treatment room will stress them out," warns McNees, as millennials are typically much more connected. "They love Instagram, Pinterest, online booking and spas that support causes," notes Nichols. Regarding Instagram, McNees points out that posting a picture at a spa is the modern word-of- mouth referral. So, it wouldn't hurt to create Insta- worthy tableaux in your common areas, and to have signage mentioning your spa's handles and hashtags. GENERATION Z We don't yet know much about the spa habits of those born between 1995 and 2012 (7- to 24-year- olds); however, we know a lot about the environment in which these tech-savviest of kids are growing up. "Gen Z-ers are always on the go, and opt for quick and effective services," says Hibbard. "Self-image and branding are important to them, as well. They want to take care of their well-being in short bursts of time—and look good doing it!" Gen Z-ers on the older end of the spectrum are earning more money at younger ages than prior generations. "So their purchasing power is not to be overlooked," says Buchman. "They'll most likely experience their fi rst spa treatment as a gift, they're hungry for wellness education and they engage mostly on YouTube, Snapchat and Instagram." But as Nichols points out, getting through to this generation often involves marketing to their parents, typically members of generation X. Schoenberg recommends creating different email blasts based on client demographics: "We ask all guests for their birth year and maintain lists—for instance, of clients who've only received high-tech skincare treatments—so we're marketing what's truly of value and avoid inundating everyone all the time." Regardless of which age group you're targeting, just be sure to have a presence in the spaces that they frequent. "Show up where those clients are trying to fi nd you. Focus on having a distinctive style, tone and voice, and engage with your target audience early and often, building true relationships across the various platforms each generation uses," advises Buchman. u © GETTY IMAGES "Millennials love being the first to experience anything new and different."

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