B


ased on Coyle Hos- pitality Group’s consumer surveys


STEPHANIE PERRONE GOLDSTEIN


conducted over the past year, we see an emerging con- sumer trend toward beauty. However, this trend is toward a more ‘basic’ form of beauty maintenance. When asked their primary purpose


VP of sales and marketing, Coyle Hospitality Group


for recent spa visits, 60 per cent of those polled said they’d recently visited a spa for hair, nail or waxing treatments and 44 per cent to improve appearance [respondents were permitted to select more than one response]. With spending remaining con- servative, we anticipate that consumers will continue to schedule services like this, which they view as ‘necessities’, over those that they consider ‘luxuries’. There’s been some speculation as to


whether ‘maintenance’ or ‘beauty’ treat- ments can serve as a marketing tool. T is means the spa utilises basic services to draw the consumer in and then promotes addi- tional spa services to those consumers, with the intention of retaining same-store sales.


In the Coyle Global Spa Survey this year, 54 per cent of respondents indicated they were likely or very likely to try waxing or hair removal at a spa they had never been to before, 83 per cent said they would try a manicure or pedicure, and 14 per cent they would try a ‘medical’ procedure like Botox or collagen injections. T is indicates that when viewed purely as a marketing tool, basic services would be more likely to draw consumers in than the elaborate ones. In terms of the popularity of beauty treat-


ments, 57 per cent of respondents reported they had fi ve or more manicures/pedicures a year, 38 per cent had fi ve or more waxing or hair removal services and only 1 per cent had medical beauty services. In comparison, 38 per cent reported having fi ve or more mas- sages per year and 17 per cent reported fi ve


It’s advisable to survey or interview loyal clients to see how beauty services would benefi t new customers. Without demand, the most elaborate services can yield nothing


T


he beauty and anti- ageing sector is an incredibly important


revenue generator – recent research shows they’re responsible for the largest share of the US$1.9tn well- ness arena. With revenues of US$679bn annually, according to the 2010 SRI Inter- national report, Spas & the Global Wellness Market: Synergies & Opportunities. Spas have long supplemented their off er-


ings with traditional beauty treatments, including manicures, pedicures, waxing and facials. But now we’re seeing a move towards a whole new kind of beauty. SpaFinder’s 2011 Spa Trend Report™ fl agged up extreme beauty as one of the top trends to watch for. Though medi-spas can boast of new


and improved injectables – in themselves extreme – spas that want to appeal to the new breed of consumer looking for natu- ral yet signifi cant results will be turning to treatments like derma-rolling, acupunc- ture facials and buccal facials – an intense facial massage done from inside the mouth


SPA BUSINESS 1 2011 ©Cybertrek 2011


CASSANDRA CAVANAH Executive director, SpaFinder Europe


to target the parts of the face where tension and stress are stored, leading to a tighter, smoother complexion. T ese are all about naturally boosting


collagen production and they promise to tone sagging skin without the artifi cial look which can occur with Botox or fi llers. And lest you forget that beauty is more than


skin deep, facials aren’t just for faces anymore. T ey’re now being applied to the whole body


– inside and out. Of course, back, foot and hand facials are common, but spas are also now doing ‘booty’ and vagina facials. The Smooth Synergy Day Spa in New


York pampers your behind – exfoliating it using microcurrent therapy to help reduce the appearance of cellulite and then apply- ing spray tan. Phit, another spa in New York, focuses on pelvic health and encour-


or more facials. Again, this clearly indicates that when considering off ering beauty, basic services are still the clearest way to attract and retain clients but maybe no more than traditional spa


treatments such as massages and facials. One must also consider, as always, the bot-


tom line. In most situations, medical-based beauty treatments have a much higher price point than traditional beauty treatments such as nail or hair services. Additionally, depending on the spa’s pricing model, they can potentially yield far more to the bot- tom line. When considering adding beauty treatments, the spa will, of course, need to consider this and what the purpose of add- ing the treatments is: to draw consumers in? Retain them? Produce additional revenue? Or perhaps all of the above. It’s always advisable for spas to survey or


interview the best and most loyal clients dur- ing the planning stage to identify how these services would benefi t existing and new cus- tomers. Without demand, even the best, most elaborate services can yield nothing.


Stephanie Perrone Goldstein is a graduate of the Cornell Hotel School, with experi- ence in sales, room division operations and spa in the luxury hotel market. Details: www.coylehospitality.com


ages good muscle tone and restoring labial and vulva contour to a plump fi rmness with a process involving lasers, while vagina facials are fi nding a market to help women deal with the eff ects


of waxing by removing ingrowing hairs. Another non-invasive treatment hitting


spas is a fat-freezing treatment from Zeltiq, which claims to remove cells from targeted areas of the body. Unlike traditional fat reduction, this requires no needles, surgi- cal incisions, anaesthesia or recovery period


– making it perfect for a day at the spa. T e fi rst Zeltiq device in the UK is at the Beyond MediSpa clinic in Harvey Nichols, London. T ere’s no doubt that spa and beauty go


hand in hand and that the growth in non- invasive, but eff ective beauty treatments can fuel an operator’s bottom line.


Cassandra Cavanah is executive director of SpaFinder Europe, with responsibility for the division’s overall marketing and PR. Details: wwwspafi ndereurope.com


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