18 June 2012
Marisa Dimitriadis and her team of experts who work with and visit hundreds of spas and beauty salons every year have put together the 6th Annual Beauty Business Trends forecast for South Africa. The forecast draws information and direction from suppliers, fitness studios, industry consultants and International Spa Trend Reports such as SpaFinder.
Now more than ever before has leading a healthy lifestyle become a HUGE PRIORITY for people! Everyone is looking for ways to get fitter, lose weight, stay younger and healthier, it's like an epidemic!
Hands and Feet and Hot and Cold seem to be the two buzz words for 2012 for South Africa! Interesting when compared to online gaming and "vibration" therapies, internationally.
An Ice-scrub fountain
1.Hot and Cold
The combination of more extreme hot and cold-contrast treatments will most definitely take on a more serious and important role in the wellness sector. Spas are looking at introducing more hot treatments such as saunas, infra red saunas, steam rooms, even combining fitness such as bikram yoga, a 90 minute yoga session in a 40 degree Celsius room. So whilst heat promotes deep relaxation and detoxification, the benefits of freezing cold therapies include reduced inflammation of muscles and joints and a stimulating effect by causing the blood vessels to contract. Some cold therapies include ice scrubs, ice cold kneipp baths, snow showers and ice rooms.
Pedi Lounge, Karkloof Spa
2. Hands and Feet
Hands are able to tell your age and feet house a quarter of the body's bones. So when they are out of alignment, so is the rest of your body. During an average day of walking, the total forces on your feet can total hundreds of tons, equivalent to an average of a fully loaded cement truck. So it is no surprise that consumers are spending more time and money looking after their two prized possessions. Specialised hands and feet treatments are on the rise, with consumers demanding excellent quality branded products being used on their hands and feet with a selection of extras to add to the treatments such as masks, pigmentation treatments, acid peels for heels and hard skin, and firming and plumping creams for hand rejuvenation.
More exciting and results-driven hands and feet treatments are in demand as well homecare products for maintenance of treatments. Consumer purchases of hands and feet products are definitely on the rise.
3. Family Spa-ing!
The Industry is seeing a major demand for under 16 spa services and needs to find creative ways to accommodate children in the spa environment. As more and more families travel together to hotel resorts with spa facilities, this family spa experience will become a part of the guest expectation.
Good habits are developed from a young age so a focus on health and wellbeing in the spa environment for the youth is the next step in the spa world. Some interesting concepts and ideas are being tried right now from spa camps for school kids to creative spa parties.
4. Scientific Evidence
A trend that emerged in 2011 that is even stronger for 2012! Evidence based treatments have become a more important part of the medical community with massage, foot reflexology, aromatherapy, yoga, and meditation being prescribed as part of a wellness approach. More and more medical practitioners will combine a wellness approach as part of their treatment as strong clinical studies begin to embrace alternative therapies.
5. Bring on the BLING
Crystals are IN!!!! Manicures, pedicures, facials, steam rooms, eye lashes, make up and services can all incorporate the bling of crystals. They look gorgeous and most importantly make the guest FEEL amazing!
6. Culinary Spa Experiences
The combination of fine-dining and fine-spa-ing is now more than ever in demand. People love to eat good food and it is viewed as a sensorial experience similar to a spa treatment, hence the move towards combining both for an ultimate appealing experience. Spas will find creative ways to introduce fine dining as part of the spa package for example pairing a wine with a vinotherapy treatment or "chillaxing" with cheese!
7. Instant Gratification
Consumers want results- driven and instant results treatments. They are becoming more educated and more demanding when it comes to the results they are expecting from a treatment. Spas are therefore finding more creative ways to get these types of results and investing heavily in machines that deliver the type of results guests are looking for. Salons and spas need to ensure they are able to deliver on the result they are promising and ensure staff are adequately trained and comfortable with the administration of treatments. Consumers are expecting to see before and after pictures and also have real references they can call to get feedback about the results of the treatments.
8. Social Spa-ing
Whilst Facebook, Twitter and internet marketing is on the up in SA, it is nowhere near its full potential and 2012 will see a HUGE increase in Spa and Salon promotion through internet, facebook, twitter and other social media sites. This is so interesting as globally the trend has now moved into online gaming with half a billion people worldwide playing online games for at least an hour a day, and gaming's addictive features--points, challenges, rewards, social interaction-- uniquely suited to making healthy lifestyle changes stick, as reported by SpaFinder.
Interestingly, French beauty house Clarins has tapped into this trend with its beauty-centric Facebook game "Spa Life,". Spas already have a powerful real-world connection with their clients so the next step is to use gaming to maintain those connections once they return home, offering daily online workouts, using sensors to track progress, and facilitating online encouragement from therapists, friends and family. Something to look forward to!
9. Out with the Zen, in with the FRESH!
With Spa not being a new word anymore and a whole lot of experienced spa goers on the rise, there is no doubt that the spa experience needs to change and offer a new and fresh experience! Whilst the guest is still on the search for wellness, health, rejuvenation and wellbeing, they are also on the search for a new fresh WOW environment in which to receive this! A new FRESH spa design era is beginning with the words FRESH and BLING standing out as a theme.
10. Sound and Stillness
Two opposites which are the core of guests' NEEDS. People are lacking sleep, lacking stillness in their lives, which spas will make a focus this year, promoting deep relaxation and sleep after treatments to enhance the effects of the treatments. Stillness and sleep are two priceless words that the spa and salon will need to promote!
The type of sound that the spa offers to the guest is going to become a crucial part of the experience with music/sound selection being a favourite for guests.
The Spa Consultants was founded by Marisa Dimitriadis and has positioned itself as South Africa's leading spa consultancy firm.
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