Spa Focus
24
future
watch MARISA DIMITRIADIS unpacks 10 trends that are likely to prevail in the spa sector during 2020.
W
ith an everevolving spa industry combined with an unpredictable economy, trying to forecast trends for 2020 is almost an impossible task. Last year proved to be a most unexpected one for South Africa spa industry, and what is happening internationally is definitely not what is hitting the spot locally. Therefore, I have based my 2020 trend predictions on the thousands of hours of coaching I’ve conducted and the discussions that I’ve had with various players in our industry, ranging from therapists to investors, owners, hotel general managers, spa managers and of course, very importantly, consumers. I have listened and coached for hours on end to try and find solutions to what was a whirlwind of a business year in the beauty industry. Here is my prediction of the strongest trends to look out for: individuality; aroma psychology; virtual reality; air quality awareness; hero ingredients (i.e. CBD, ashwagandha, mushrooms and berries); better results, no downtime and show me the proof; sustainable, recyclable and environmentally friendly initiatives; package deals; online shopping delivery to door; and specialisation.
online @ probeauty.co.za
Find your niche and work it. Don’t offer all treatments and services as you cannot be all things to everyone. Individuality The ‘one size fits all’ approach is gone, personalisation and solutionist offerings are what the consumer wants. Therefore, the more you make the client feel like an individual with their own needs that will be looked after and show them that you have a solution and plan specifically for them, the more they will spend with you and return. Everything you do must revolve around each individual client’s needs and how you can help them find solutions. For example, if you are offering memberships, completely
tailor-make them to each client, taking into account their individual needs and don’t offer the standard. You need to become a private banker to your clients if you want the loyalty and spend.
