by Wendy Craft

Spa management can keep up with evolving trends by being open to industry resources and listening to consumers’ needs. This month, we focus on several trends making their way into spas in 2005: specialized medical spas, non-invasive treatments, decor, and the growth of male and teenage markets.

Medical spas are popping up nearly everywhere. They give aging baby boomers results that sometimes cannot be found in traditional spas. The number of treatments at these facilities run the gamut—everything from Botox® to plastic surgery.

“This year there are so many exciting new medical-spa concepts,” says Susie Ellis, president of Spa Finder, Inc. “There are a lot of different ways that medical professionals and spas are coming together.”

The result is a new blend of medical spas, such as cosmetology/dermatology spas, wellness spas and dental spas. The consumer likes the combination of the professional/medical person and the spa environment, she says.

Medical spas are growing due in part to market demands. Ellis believes the aging baby boomer is fueling the medical-spa market because, from a cosmetic or dermatological viewpoint, the generation is looking for more result-oriented treatments that would necessitate medical involvement.

Availability also plays a part in the continued growth of medical spas. “It’s all about convenience and how much I can maximize in one trip or one environment,” says Kasia Mays, assistant spa director at the Ojai Valley Inn & Spa in Ojai, Calif. She believes many day spas have converted to more of a medical spa in part because management recognizes the large profit margins that are available in collagen and Botox treatments.

For spa-goers looking for alternatives to more invasive treatments, there are IPLs, lasers and microdermabrasion. The abundance of these non-invasive services and their lowering prices contribute to their popularity.

“Industry executives who were interviewed for the ISPA 2004 Spa Industry Study pointed toward a ‘revolution’ in cosmetic procedures and also indicated that consumers can ‘look better without the need for cosmetic surgery,’” says ISPA President Lynne Walker McNees. “Our research also reports that as baby boomers age, there is an increased interest in cellulite treatments and skincare products.”

Ellis believes non-invasive treatments in series also are an emerging trend. Series reinforce the results of the spa treatments, which are important to people, she says.

The ISPA 2004 Consumer Trends Report states: “Our analysis of spa menus from around the country suggest that more and more day spas are adopting series pricing to encourage a lifestyle incorporation of spa going.”

Educated spa guests can appreciate the less-is-more concept when it comes to spa design and decor. Interior design (at home and in retail) favors more minimalist, neutral color palettes— nothing vivid or bright—according to the ISPA 2004 Consumer Trends Report. Soft, incandescent track lighting on minimally decorated walls and simple window treatments also are in.

Spa decor goes beyond walls and windows too. According to May, many spas are sprucing up the amenities that they offer the guests. Amenities can include fruit, teas, color therapy rooms, tranquility lounges, and a variety of lotions, loofahs, hair gel, mousse or hairspray.

“The more amenities, the more offerings, the more plush your robes are, the more comfortable the lounging environment—it can enhance any decor,” she says.

ISPA research shows that gender-neutral interior designs are popular now in order to make men more comfortable in a spa environment, McNees says.

This is more important because more and more urban, professional men are adopting grooming regimens once viewed as feminine in their intensity and detail, according to ISPA. This includes greater attention to hairstyle, hair appearance throughout the day, and look of facial skin, hands and nails.

This year it is more about male grooming, Ellis says, adding that men recognize the fact that women appreciate men who are well-groomed.

The surge in male clientele at spas has led to a shift in service techniques. There is now an opportunity to provide an outstanding male environment, Mays says.

In the men’s lounge at the Ojai Valley Inn & Spa there is a television and reading material that men may enjoy, including The Wall Street Journal and The New York Times as well as local newspapers.

Customer service also is much different for a man than a woman, Mays says. Estheticians need to engage more with a man and educate him more because sometimes he isn’t as willing to offer information about himself, she says. Steps also are taken to increase the comfort level of the male client. “We make sure they are not wearing a big, pink fluffy robe.”

Spa staff need to be prepared to accommodate more teenage guests. “There is tremendous stress being a teen,” Mays says. “They are finding refuge in a spa environment.”

The ISPA 2004 Consumer Trends Report states: “Teenagers are entering the Spa World for cosmetic spa services. Among consumers we met, there is strong evidence that teenagers now are highly predisposed to go to day spas for services they once went exclusively to nail and beauty salons to receive.”

Beyond cosmetics, teens are learning breathing techniques in yoga class, taking proper care of their skin and recognizing the importance of good nutrition and exercise, Mays says.

To stay on the leading edge of evolving spa trends, management needs to constantly keep its eyes and ears open. Ideas can be found through trade newsletters and journals, associations, and networking.

“Education is key to spa managers keeping abreast of spa trends and implementing them into their facilities,” McNees says. “ISPA conducts the most extensive research on the industry and makes those studies available to both members and nonmembers.” The ISPA annual Conference & Expo, regional Knowledge Networks and the Web site, www.experienceispa.com, offer complete education on trends to spa professionals worldwide, she adds.

Ellis believes Web-based information is crucial due to the timeliness of the Internet. Once a quarter, Mays’ management holds meetings with seven or eight spas that are similar in size and components. She says it’s a good opportunity to keep good relations within the industry because the group has an information exchange on topics such as wages and the popularity of treatments.

Sometimes, the best new ideas can come from spa-goers themselves. “When you’re out there actually sitting right next to a spa consumer, you can really hear firsthand what some of the spa consumers are saying,” Ellis says.

Trends in the spa industry will continue to change with the times. A successful 2005 season may be in store for spas that can effectively keep on top of the curve by networking and knowing current industry news. Accommodating men, teenagers and baby boomers with specialized treatments and understated decor can enhance their comfort level and encourage them to return.

Contemporary Trends For The Design Of Day Spas

by Theresa Ciarlone, ASID, IIDA

If you’re the owner of a salon or day spa, it is important to remain abreast of what’s happening in the world of interior design. Whether you’re redesigning your current space, contemplating a move or fretting over your spa’s dated look, a primer on the state of current design is educational, informative and business-savvy. Here are a number of current spa trends that might get your design juices flowing.

Spas should be designed with the goal of giving clients an opportunity to experience the joys of simplicity, serenity and reduced stress. Today, the trend across the beauty industry is “back to basics,” as evidenced by simple and natural interiors. That includes pared-down environments with an emphasis on quality and openness. For example, more and more contemporary furnishings rely on simple, straight lines, quality materials and understated design to make a dynamic style statement.

The newest trend to evolve in beauty and relaxation is the time-honored concept of “less is more.” That means “clutter free” is the new mantra for design, which is better for both the client and the professionals providing services. Form, function and concealed, built-in designs can express this idea.

There’s a need for cushy, minimalistic seating with soft-textured materials that send the message to “sit back and relax in our living room.” Look for vibrant colors, easy-to-clean fabrics and straight-forward design.

Outdoor living is gaining more momentum as we try to extend the space available to a spa into the world environment just outside the door. The first impression of this style for clients, even before entering, needs to be creation of a welcoming exterior. Accent touches include benches, the classic flowering vase and manicured lawns and shrubbery. In warmer climates take your treatments outside—rooftop- or patio-style. In addition, the use of the color yellow on the walls can have positive psychological affects on the brain to assimilate the color with sunlight, which enhances good feelings.

Although the ‘70s are but a memory, spa owners are still requesting earth-tone finishes and materials. This year’s color palette remains the comforting, natural colors of recent years with surprising splashes of color. Some color combinations include muted lime greens with blues and purples; sky blue with oranges, pinks and greens; emerald green with yellows and oranges; reds; analogous colors; powdered yellows and ambers; and yellow green and violets. Browns have become glamorized to such names as espresso and chocolate. Pinks, oranges and yellow greens are what’s been hot and are sticking around this year.

In addition, homeostasis, color balance between warmth and coolness, will be introduced in 2005 and 2006. Mixing blues with golds and champagne beiges with silver are in vogue. Also, the mixing of metals such as copper with nickel is popular.

Textiles like suede, exotic leather, silks and tweed have been adapted from the fashion industry and incorporated into interiors. Other popular accents in fabrics are block prints, along with ethnic- and Chinoisserie-inspired motifs.

Stripes, polka dots, natural fibers and large prints that have stylized graphic inspirations also are being seen. A new trend introduced this year is the use of fabrics called luminex. The introduction of “il-loom-ination” through textiles is hot. Luminosity, a metallic-like luminescent quality, will continue to affect tiles and fabrics.

After a long hiatus, wallpapering in day spas is popular again. Specific areas for this design touch include the reception desk wall, entry area, hallways, and treatment and bath rooms. The use of wallpapers with floral accents, graphic prints, bright damasks, and bamboo or grass cloth weaves are popular.

Another design trend is the feeling of transparency. Day spa owners often request glass in all forms. Organic glass vases, crystal chandeliers, tile and mirrors, beveled, gilded or unframed glass, and Venetian glass are all in high demand. In addition, the use of resins and acrylics with bright colors or natural expressions such as bamboo are being seen.

The dynamic of personal wellness has led to the creation of specialty rooms in spas, including mediation/yoga rooms, health supplements/vitamins retail areas and gyms where cardiovascular machines, weight training and Pilates are employed. Technology will continue to affect the trends of the future. Color is being driven by technology such as light-emitting diodes (LED), which last longer than electricity and will have extensive use in interiors for years to come. LEDs are used for aesthetics and safety considerations; blue is the newest LED color. The color blue releases melatonin into the nervous system, which promotes physiological and emotional feelings of relaxation, serenity and tranquility. And isn’t client tranquility the ultimate goal for your spa?

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