Future watch

watch future

MARISA DIMITRIADIS unpacks 10 trends that are likely to prevail in the spa sector during 2020.

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. W

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.

Aroma psychology This trend is the most powerful of all as the sense of smell has the ability to create an everlasting memory. Smell has the ability to make you fall in love or absolutely hate something – it’s that powerful.

Aroma psychology can be defined as applying aromas for a desired outcome. For example, a specific car dealership brand in South Africa has a particular scent that is found in their showroom, which makes the potential buyer feel important, wealthy and like royalty. These are all feelings you want to evoke when trying to sell a car.

Aroma profiling in your spas and with your product offering is critical. Having a specific scent for your spa brand is also critical, as it has the power to evoke feelings in the client they may have never felt before.

Virtual reality (VR) The power of including VR into your treatment offering or package deals is so important as it has the ability to induce a state of mind in the client that will enhance your treatments, once again creating loyalty.

VR in the spa does not have to a free enhancer, but like any VR device, whether in gaming or for therapeutic reasons, is charged for as a service in itself. Since the South African spa goer is not familiar with the power of VR yet, I would recommend that you include it in a package, offering to expose the consumer to how much more benefit their spa visit can be because of the VR experience. This is not a hugely costly investment but will give the client the results and individuality they are looking for.

Hero Ingredients So, mushrooms were the hit in 2018, with CBD (cannabidiol) booming last year and set to continue booming for 2020, with spas getting more creative by even offering weed infused drinks and food on the spa cuisine menu.

Air quality awareness This is a trend that started in 2019 but has fast been getting more and more attention. So, what are you doing about it? Spas can jump on this initiative by starting with the type of plants they choose to have in their spas. There is a large range of air purifying plants available and always ensure you mention to clients something about the benefits of these plants rather than just putting them on display to look pretty.

Any equipment that enhances the quality of air is a good buy as this is a real treatment enhancer without an extra charge. Watch out though, as a growing trend overseas is to offer treatments in a purified air pod at a surcharge, due to the quality of air the treatment is performed in.

Turmeric, matcha, ashwagandha and berries are on the skin and body ingredient trend radar, so look out for these and find ways to include them into your spa treatment offering as part of your individuality offering, once again giving each client what they specifically need or want. >

Better results, no downtime and show me the proof If you do not have a portfolio of case studies with before & after pictures showing results of what your treatments offer, then you can forget the repeat business. Consumers want to physically see the results you can offer. Partner with a brand that is committed to continually updating their case studies and can support you with this.

Facials for relaxation are a thing of the past. Well of course the client wants to relax but she wants to physically see what she is spending her money on, so ensure you are able to show her. A treatment menu with pictures that are real has far more value than any words.

Even body treatments such as massage are now needing to offer a value add for them to be regularly booked. So, if you can add a 10-minute virtual reality destress with the last few minutes of a body massage, then you are on trend. Sustainable, recyclable and environmentally friendly initiatives Today’s clients need a humanitarian reason to be loyal to a brand. So, if you want the loyal clients, get involved and partner with brands that run initiatives to recycle, to be environmentally friendly and become greener.

Start by looking at the dustbins in your spa space. Is there a recycling bin? Is there any form of sustainable signage that shows any of initiatives that you follow? This could, for example, be something as simple as the washing powder or liquid you use to wash your linen, or how you encourage recycling by offering clients a few rands back when they return the box or empty tube of product.

Package deals If you can find a way to have a permanent Black Friday on a few selected treatments that pair well together and promote retail sales, well then you are on trend.

In South Africa, I’m sure you have noticed that the grocery stores offer specials on a regular basis. For instance, buy three units of an item for a reduced amount and then the store rotates this offer around 20 or 30 items. Speak to the store managers and they will tell you that these deals are their best sellers and revenue drivers. Learn from where these strategies are working and implement them today. This is a buying trend that is being missed by the beauty industry.

Online shopping This is still tiny in South Africa but on the rise, with consumers sometimes needing skin or body product top ups and not wanting to go instore to buy them. Partner with brands that will allow you to use their e-commerce sites, but where your business is not left out of the deal. The purchase then happens through your specific salon through their e-commerce site and is delivered to your client’s door direct from the supplier warehouse.

Watch this trend get huge legs! Be careful though not to send your clients to online stores selling the brands you stock, but where your business makes no money from that sale.

Specialisation Find your niche and work it. Don’t offer all treatments and services as you cannot be all things to everyone. Or, if you can offer a huge variety of treatments, ensure then that you have specialist therapists doing those treatments as some therapists are stronger in certain treatments. Take the strengths and build on them. Becoming more specialised is a trend to watch as it is much more profitable and less costly to run. PB

Marisa Dimitriadis is the founder of The Spa Consultants, an award-winning and leading spa development consultancy business.

marisa@thespaconsultants.co.za