TRENDS CASE STUDY 3 Faridah Ahmad Fadzil
Managing director, Tanamera Spa; and president, Malaysia Association of Wellness and Spa
alays give a lot of emphasis to pre and post-natal treatment and it’s proven that women who diligently
follow the traditional Malay confi nement practices or ‘pantang’ will regain their pre- pregnancy fi gure, health and energy levels. A 100 per cent recovery is expected aſt er 100 days. Malaysia also has one of the lowest rates of post-natal depression. Confi nement practices include the use
of herbs internally and externally – such as on the abdomen to promote blood circula- tion and for fi rming. Heat is also key and a hot river stone or ‘bertungku’ is thought to help break down fats and shrink the womb.
Another feature is a tradi- tional post-natal massage to promote blood circula- tion and liſt the womb. An abdominal wrap or ‘beng- kung’ is also worn for 44 days to shrink the uterus, flatten the stomach, pro- mote good posture while breastfeeding and prevent overeating. Tanamera recognised the need to revive
these practices. We started to train therapists in the art of post-natal care and included it on our spa menu. We off er daily, fi ve- and 10-day recovery programmes in the spa and
WE’RE DOING THE COMMUNITY A SERVICE BY REDIRECTING NEW MOTHERS TOWARDS THEIR RECOVERY AND THEIR FUTURE WELLBEING
Fadzil’s programmes are a
modern take on traditional Malay confi nement practices
at home. Our recovery pro- gramme features traditional post-natal massage; herbal vaginal steaming, and bind- ing the abdominal area. Our Tanamera post-natal natu- ral product range includes a Feminine Herbal Wash and Cotton Abdominal Binder.
T ere’s been a lot of interest from Asian
countries such as Vietnam, which has a regime of traditional post-natal care, while in the US we’re targeting the doula network and in the Middle East we’re focusing on post-natal wellness clinics due to the con- servative nature of the market. We feel that the opportunities are endless
and what’s wonderful is that we also feel as if we’re doing the community service by direct- ing new mothers towards recovery and their future wellbeing.
CASE STUDY 4 Karen Hastings
Founder, Cupcake Mum Limited, London
launched Cupcake aſt er realising there was a gap in the mar-
ket for somewhere for new mothers, who were used to living full lives, to go with their babies to meet other people, take part in classes and relax. Our focus is on community, well- being and indulgence and our activities cover everything from pilates to ‘mumpre- neur’ seminars and book clubs. We also off er a huge range of children’s activities, all in one family membership package. A spa has always been a central aspect of
Hastings’ spas also focus on community and give mothers a chance to meet other people and relax
We also offer first-class crèche facilities. Our bespoke treatments have been devel- oped with industry experts – we work with an osteopath and our specialist pregnancy massages take place on hydrotherapy beds. We’re hoping to take our spa off ering to a new level and have just set up a partnership
our brand. Many of our clients were spa- goers before becoming mothers and see it as a necessity. Our focus group research shows that a mother has diffi culty simply getting her legs waxed – so we off er a 20 minute slots but with luxury touches, such as hot stones.
46 Read Spa Business online
spabusiness.com / digital
with Pinks Boutique, an luxury, organic pro- fessional spa brand that uses products made by hand – a mother has a more heightened interest in the products she puts on her skin. T e average age of a typical Cupcake mum is 36, so anti-ageing treatments and prod- ucts are popular too.
A SPA HAS ALWAYS BEEN CENTRAL TO OUR BRAND. MANY OF OUR CLIENTS WERE SPA-GOERS BEFORE BECOMING MOTHERS AND SEE IT AS A NECESSITY
SPA BUSINESS 3 2012 ©Cybertrek 2012
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