7 minute read
Rozanne Pelser provides insight into the industry
On trend and on point
Marisa Dimitriadis of The Spa Professionals Guild examines what’s trending in the global spa sector
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he best part of 2021 is that we are moving into a new world. Yes, the re-set button was pressed last year and we are in the middle of moulding and defining a new beauty and wellness industry.
I would like you to think back to any time when you received, or started, something new. Perhaps a new car, perhaps when you went to university or college for the first time, or perhaps when you started your business. Can you describe your feelings and mindset at the time? Excited, happy, a little nervous, full of ideas, explorative, eager, open to learning – these are just some of the words to describe how you felt.
So, as you read about the 2021 trends below, take yourself back to one of those ‘new’ moments in your life. How you begin the year and your mindset will play a critical role in how 2021 will pan out for you.
Something else to remember is that business is constantly evolving, so in order for your business to survive and grow, you will need to evolve. Build on what is working and evolve or adapt where you see opportunity. Don’t close your mind to new things; now more than ever is the time to have an open mind and experiment with change.
A great idea is to align your business with the 2021 trends to ensure you are meeting consumer demands and evolving your business for the new world.
Trend 1: Redefining wellness
Wellness is set to take on a different, more dynamic and all-encompassing shape in 2021. The consumer will be focused on all types of self-help and ways to prevent illness rather than cure it. This trend will not just be about mindfulness and treatments that promote wellness and holistic interventions, but will include far more, such as fashion and science. People will look at what fashion styles, fabrics and colours can do for wellness, as well as how science is evolving artificial intelligence and modern medicine. The digital space will offer solutions for all to be healthy and well.
What does this mean for spas?
Well, look at your space, your fabrics and colours. Look at every part of your engagement with your client and ask yourself – am I, as a business, adding to my clients’ wellbeing?
Trend 2: At home solutions
As a spa owner your goal is to get the client in for treatments, but this has changed and will continue to do so. Clients will come to the spa but they have already looked for more at home solutions and
will continue to do so. If you don’t offer this, they will search until they find them. So, instead of fighting this trend, rather look at what you can offer your clients in terms of treatments they can do themselves at home.
Some examples to consider are: spiritual cleansing baths and bath teas for different outcomes, such as detoxifying, sleep enhancing, skin smoothing, remineralising and more. Then there are also at home skin peeling solutions; a wider variety of facial treatment masks; special eye treatments to assist in the reduction of swollen or red eyes; and any blue light protection products, as consumers are now spending more time in front of their computers and devices.
Trend 3: Online
The online space is set to show the biggest growth in 2021 because consumers are searching online much more now instead of being in store or face-to-face. Therefore, identify what your next online step should be and how to engage the clients you already have. Once you have that right, then you can develop your strategy from there.
Remember that the online space is not quick and easy to master. It takes a lot of strategy and careful action to engage a client that today is literally bombarded with hundreds of online offerings. Your goal is engagement and revenue – that is what you are looking for with your online presence.
Trend 4: Sustainable travel/ staycations
We will definitely see a rise in local travel, which is being renamed ‘responsible travel’, where the aim businesses? That is the sustainability focus for this year. Taking the sustainability concept to other areas of your business means looking at all areas of your spa and how you are supporting your local economy, brands and manufacturers.
is to support our local economy to get back on track, whilst still recharging and regenerating.
With overseas travel taking a back seat completely in 2021, how can you collaborate with a local hospitality business to be responsible and help build each other’s
Photo by Roberto Nickson on Unsplash
Trend 5: Nature and the outdoors
Prescriptions will change shape in 2021 with nature as the main remedy. This year will see a rise in nature-based anything, from hotels, treatments in the outdoors, guided nature meditation sessions and so many more offerings.
Look at your business and, before you say you don’t have an outdoor offering or space, why not think differently and consider how you can bring the outdoors inside? Or, how you can incorporate the outdoors with anything that you currently offer? For example, start with one treatment room and convert it into a forest – yes, a forest! From the colours, fabrics and plants you use, simulate a forest as best you can. Then experiment and do a few treatments in there to see the responses you get from clients. You will be so surprised.
Trend 6: Sleep better
Quality of sleep has deteriorated and it’s becoming more of a question of quality over quantity. Analyse your offering to see where you can incorporate services to enhance better sleep, perhaps even include sleep time in a treatment where you purposely get the client to sleep during the type of treatment you are offering. Silk sleepwear, sleep yoga and satin pillowcases are all set to show huge growth in the coming year.
Trend 7: Immune boosting
and neck. Treatments to enhance natural glowing skin and a flawless complexion are a top priority for the workforce going into 2021. Align the descriptions of your treatment to speak to these consumers, for example Perfect Online Glow Facial or Flawless Online Face Facial. Get creative and talk to the audience and give them exactly what they need. A focus on natural make-up is also a huge 2021 trend, with make-up for online meetings lessons being at the top of the list.
Trend 9: Air quality
The quality of the air was already a place to work, and also the hospitality industry that services the business traveler.
Called Pura-Case, the product uses ozone to clean clothes and is designed by Carlo Ratti Associati for tech startup Scribit. The product is portable, battery-powered and operated via a custom-made mobile app. It is a wardrobe purifier in a different league.
The process begins with users placing clothes inside the case – which accommodates up to four hangers – and closing it with an airtight zipper. The purifier will then release ozone, which penetrates the
Photo by Gabby K from Pexels
Anything you can do to support the immune system will be the name of the game in 2021. Re-look at your treatment offering now and adjust it to include immune boosting in massage, body wraps, exfoliations and skin treatments and even explore energy healing concepts.
Trend 8: Skin is the focus
With the increased time spent on Zoom calls and online meetings during the COVID-19 pandemic, the focus is very clearly on the face focus from 2019 but will see a new shift in 2021, with much more than air purifiers and specific plants that improve air quality. Have a look at something very interesting that will start to make headway this year, especially in the workplace where people have to come to a public fabric to sanitise clothes. Once the system is finished, the ozone is reduced to oxygen through a natural decay process using sustainable materials, making the case safe to open. Once a garment is hung inside the case, the air purification system will clean fabrics in the space of an hour.
In conclusion, get your mindset right, get your A game on and commit to pivoting and changing everything (if necessary) to align with the new world we are moving into.
Marisa Dimitriadis is the founder of The Spa Consultants and co-founder of The Spa Professionals Guild, a training network for the industry.
marisa@thespaconsultants.co.za
Pura Case (Image by Gary De Silvio)
