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FIGHTING FATHER TIME
There was a time when the best anti-aging treatment around was makeup. However, the acceptability and availability of plastic surgery and other less-invasive procedures has changed the cosmetic world. It has altered the public's attitude and made it acceptable to look and feel younger. "Although the original concept of day spas was to practice proper skincare and preventative measures in regard to health and well-being, the industry has turned more toward beauty and pampering in the latter part of the '90s," says Hannelore R. Leavy, executive director of The Day Spa Association. "This is why the medical spa is more in the forefront today, addressing mainly the wellness and preventative aspect of spa treatments." Spa Trip Though a swath of concealer still may be the quickest way to hide blemishes and fight the signs of age, cosmetic applications can't hold a blush brush to an invigorating trip to the spa. Treatments such as peels, facials, scrubs and eye treatments are popular for the spa-goer seeking smooth skin and a temporary fix for wrinkles. It's important to have skincare products that get results, because if they don't work on customers, it reflects on the spa. "If you want to be on the cutting edge and reap the rewards, then you need to have a quality anti-aging skincare line that shows results," says Kathe Ray, regional vice president for Irvine, Calif.-based Arbonne International, Inc. "If you do, consumers will be lining up at your door." There are three issues to consider when choosing anti-aging products for the spa, Ray says--ingredients, formulation and delivery system. Spas should investigate the company and inquire about what goes into its products. For the longer term, several treatments have made their way into the day spa and medical spa. In addition to topical treatments, more spas are offering medical approaches to anti-aging. These services often are more specialized and require medical expertise. "Hands down, nonablative skin rejuvenation is one of the most popular," says Melinda Minton, executive director of The Spa Association. This procedure uses lasers to bring out the flawlessness of skin underneath the top layer. Because the top-most layer of skin is not removed, there is less discomfort and a quicker healing time. "This wasn't even an option before the last few years because laser technology wasn't where it is today, and lasers cost a fortune," she continues. "Lunchtime visits for skin rejuvenation are very common among professionals. They like the no down time of the treatment with immediate results." In keeping with quick results, microdermabrasion is still a popular spa treatment. A spa technician moves a handheld device across the skin, which delivers a stream of miniature crystals that help remove the top layer of skin. The old cells are then suctioned away. The injectable Botox also is popular for spa-goers to reduce frown lines in between eyebrows. Other wrinkle-filling gels are in various stages of approval through the Food and Drug Administration. Rise Of The Machines The advancement of technology has made massage machines and other therapeutic equipment affordable for the spa owner looking to add relaxing and rejuvenating services to their menus. While many spa customers still prefer "high touch" over high tech, manufacturers stress that their equipment can be used in harmony with a therapist's services to further the enjoyment of spa-goers. "There is nothing better than touch," Leavy admits. "There are however machines that can do what hands-on treatments could never accomplish." Spas can use machines to enhance the person's experience, not to eliminate the presence of a person for hands-on treatments, says Christin Amans, assistant marketing manager of Minneapolis-based Sybaritic, Inc. "A person could lie in a spa system and experience aromatherapy, soothing music, warm back and thigh heat, and vibratory massage all the while getting a facial from a technician," she says. "Spa systems are meant to fully enhance the already existing treatments provided by the spa or used as a heat source for body wraps and masks for deeper penetration and enhanced treatment results." Anti-aging machines benefit more than the spa consumer, too--they help the spa owner's bottom line and competitive edge. "Equipment offers spa owners a new source of income, a way to stand out from their competition and a treat for their customers to keep them coming back for more," Amans says. "Specifically, spa systems allow a technician the ability to wrap a client in mud, place him or her in the system for 20 minutes and perform a treatment on another client." A new offering from Sybaritic is the DermaLife family of multisensory spa systems. Each individual system has standard features and functions including steam and infrared heat, aromatherapy, cool face air, vibratory massage, and chromotherapy. Dry hydrotherapy massage beds such as those supplied by Hydromassage and Aqua Massage offer increased circulation and energy levels. Many can be incorporated into spas with no additional staff or plumbing, and feature a low operating cost. "Hydrotherapy beds help spas access the more than 80 million Americans who seek out alternative therapies for pain relief, relaxation and stress reduction," says Rick Catinella, co-owner of Delray Beach, Fla.-based Hydromassage. "Using the power of water and heat, you can provide your clients with a fast, affordable and convenient alternative or addition to traditional massage therapy." Groton, Conn.-based Aqua Massage International, Inc. recently released an enhanced spa version of its popular Aqua Massage machine. "One of the nice things about these kinds of systems is that a lot of spa clients aren't comfortable with being touched by strangers or taking off their clothes in front of strangers, so with these spa machines they can avoid both issues," says Ken Petranek, Aqua Massage's sales representative. Instant gratification is the American way, Leavy says. As long as spas provide a variety of treatments to give spa-goers what they want--a way to look younger and feel more refreshed--they'll stay happy and healthy, and spas will stay profitable. "The sheer availability of services that allow for a more youthful appearance is a big part of the market's growth," Minton adds. "Consumers have become more educated about what is available and more and more consumers are becoming regular spa-goers."
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Aging is an inevitable part of life. With baby boomers steadily advancing in
years and future generations not too far behind, there is more demand than ever
to turn back the clock on fine lines and wrinkles and enjoy a refreshing,
relaxing experience now and then. While there is no cure-all fountain of youth
to reverse the aging process, there is a respite from the wear and tear of time:
spas. We all must age but, through the wonders of advancements in spa
treatments, now we can do it gracefully. |