TRENDS latching on
Recognising the potential of the
mother and baby market, Hotel Royal in Evian off ers a 4,000sq m crèche
espite the range of pre- natal treatments available, spas have been slow to cater for women in their
‘fourth trimester’. Tradi- tionally, new mums have lacked time and money to spa, and fi nd it hard to
A new generation of women is redefi ning motherhood. Mari Stevens investigates the opportunity for spas to nurture this continually rejuvenating market of new mums – and their babies
MARI STEVENS » JOURNALIST » SPA BUSINESS
leave their babies for what can be perceived as an indulgence. Baby care is also an issue for spas – babies don’t square easily with most spas’ brand image. However, today’s mums are more fi nancially independent and independent-minded than ever before, forc- ing the industry to look for ways to embrace this market and their newborns.
TODAY’S MOTHERS According to T e New Demographics of Moth- erhood report, one in seven babies in the US is born to a mother who is 35+. T ese women are increasingly well-educated and highly paid – 2009 Bureau of Labor Statistics show that almost 40 per cent of working wives in the US now out-earn their husbands and
42 Read Spa Business online
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the Synovate Women’s Financial Independ- ence global survey showed that 58 per cent of women across 12 diverse countries now believe themselves to be fi nancially inde- pendent. Not only does this make a practical diff erence, it marks a cultural shiſt as women choose not to be defi ned by motherhood. But there’s an added dimension. Today’s
mothers are unlikely to receive medical care post-natally and more likely to suff er from post-natal depression. Mintel research shows that 82 per cent of UK mums return to work aſt er having children, while T e Changing Face of Motherhood Survey found that 64 per cent of UK mums say they lack ‘me time’. Worldwide traditions of post-natal wellness have not translated to modern western med- icine. As Faridah Ahmad Fadzil, managing director of Tanamera Spa – a chain of ladies- only spas in Malaysia (see p46) – explains:
“Imagine this: aſt er being seen for months by doctors, you’re told to go home aſt er birth and come back in six weeks. T ere’s a gen- eral lack of attention given to this sector and spas should create specialised programmes
SPA BUSINESS 3 2012 ©Cybertrek 2012
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