TRENDS THAT WILL IMPACT YOUR BUSINESS THIS YEAR

Keeping her finger on the pulse of 2023, spa consultant and business coach, Marisa Dimitriadis, identifies key movements shaping the global industry

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The following forecast will equip you with a professional edge that can help drive your business and future-proof it against the changing times.

Menopause makeovers

As menopause care becomes a focus for many women, there is an opportunity to provide specialised treatments and packages that target the unique needs of this time of life. From anti-ageing facials designed specifically for dry or sensitive skin, to comprehensive body and facial services combined with educational presentations, spas and salons have the ability to create thoughtful solutions catered towards each individual’s understanding and journey through menopause.

Take advantage of technology such as tightening procedures too. With some extra research, your business will be in a prime position to guide and educate your clients who experience these natural occurrences as they age gracefully.

Adaptive and immersive

In order to take your business to the next level and reach double digit growth, providing tailored treatments for each client is essential. With a personalised approach, customers will feel unique and special, cultivating an environment of retention and acquisition success.

Take it one step further by immersing clients in nature-like experiences, through creative tech tactics like soundscapes, which can create truly remarkable results. By playing sounds such as thunder or rain during massages, you can help transport visitors out of their everyday world into something extraordinary.

"MENTAL WELLBEING has been an IMPORTA NT FOCUS for the PAST THREE YEARS and is still one of our HIGHEST PRIORITIES TODAY. It’s about making sure that the way we feel (EMOTIONAL WELL-BEING) and HOW WE FUNCTION (RELATIONSHIPS AND PURPOSE) is healthy, helping us to BETTER COPE WITH LIFE."

Preventative

As we strive to become our happiest and healthiest selves, prevention is an increasingly vital component of wellness. In this case the old adage proves true – prevention really is better than cure!

With the rise in consumer awareness about preventative treatments as opposed to curative ones, now, more than ever, it’s important for salons and spas to understand how a focus on education and preventive care can benefit their clients’ skin and overall wellbeing.

Hormone eating has also become popular recently – becoming educated around this topic will help you provide your customers with guidance throughout their journey to better physical health. In fact, you could easily collaborate with a specialist dietician to ensure your clients are eating correctly for their hormones, which will work well alongside your new preventative treatments as well.

Vaginal care

Caring for the sensitive skin in our intimate areas is becoming a priority, and recent trends suggest it’s here to stay.

More than just vaginal steaming, which has been somewhat controversial, women are now exploring everything from Vajacials (vaginal facials), to Vajazzle (applying sticker jewelry), to Vasparkling (glitter stencil design applied directly onto the area), all with an eye towards aesthetic appeal and natural rejuvenation of their delicate regions, keeping it clear of ingrown hair and pimples.

Sound therapy

Step into a new world of sound-infused wellness treatments and let your clients experience something truly extraordinary. From the calming resonance of Sound Baths, to gentle music that complements traditional spa procedures like pedicures, your clients will be able to relax deeply with carefully curated sounds tailored for their individual needs.

Immerse yourself in Autonomous Sensory Meridian Response (ASMR) – an increasingly popular treatment featuring soothing whispers, which causes tingling sensations on one’s head and neck. This relaxation method helps release oxytocin, which has further been shown to reduce stress levels and is amplified when combined with treatments such as massage and facials. ASMR also helps soothe feelings of anxiety and depression and can reduce the effects of insomnia.

Sustainability

To make real strides towards a more sustainable business practice, it is essential to take action and demonstrate your commitment. As consumers are increasingly looking for this from their partners, the time could not be better to show them what you, as a salon or spa, are doing in terms of green practices.

Appointing someone as ‘green officer’ in your business can help get things off on the right foot. This staff member will act as the lead for all sustainable initiatives, while also making sure clients recognise and value these efforts.

For example, why not start an initiative such as ‘Leave The Box’ that rewards customers who opt out of unnecessary packaging? Even a small discount will go far in showing good environmental stewardship. Furthermore, have the client return the empty product container for appropriate recycling and provide loyalty points or an additional discount.

The ‘Shroom Kaboom!’

Get ready for the medicinal mushroom revolution! Combining these little fungi with anti-oxidants is making them more popular than ever, as research has demonstrated their potential to reduce stress and anxiety levels, improve immunity and gut health, increase energy levels and performance during sports activities. And all while helping us find our focus again, boosting libido, improving skin heath and even assisting in getting a good night’s sleep.

Digital detox

After three long years of over-reliance on technology to cope with the COVID pandemic, it’s time for our industry – spas and salons – to lead by example. Let’s invite clients back into real-life environments where they can give up their digital devices in exchange for some quality ‘me time’.

What better way to do this than by offering a safe place free from digital distractions by offering clients ‘device sleeping bags’ to add a layer of fun? With this simple addition, your business will demonstrate its commitment, not just to treatments but also to meaningful respite away from all that relentless tech input.

Tech-driven facial treatments

Technology has unlocked an exciting new era of facial treatments. Consumers are increasingly seeking both ‘instant’ and more comprehensive changes to their skin. To maximize the potential for improved results, consider linking technology such as LED light therapy or microhydrabrasion with each treatment, offering instant glow, skin and wrinkle smoothing, and deep cleansing when combined with AHA and BHA solutions.

Combination therapies like needling plus peels or RF needling alongside microhydrabrasion can provide outstanding benefits, with no downtime and a glowing complexion in just minutes – perfect for those looking for luxury rejuvenation without lengthy wait times.

"To make REAL STRIDES towards a more SUSTAINA BLE BUSINESS PR ACTICE, it is essential to TAKE ACTION and demonstrate YOUR COMMITMENT."

Mental wellbeing

For the past three years, mental wellbeing has been an important focus and is still one of our highest priorities today. It’s about making sure that the way we feel (emotional well-being) and how we function (relationships and purpose) is healthy, helping us to better cope with life.

How does mental health affect your business? Keep up the ‘healthy body, healthy mind’ mantra as physical wellness can significantly contribute to improved brain function. Consider offering special upgrades, such as custom oils paired with relaxing sounds, during massage treatments. This is a great way to incorporate some extra care into your services, while highlighting the amazing physical and mental benefits.

"HORMONE EATING has also BECOME POPULAR recently – BECOMING EDUCATED around THIS TOPIC will help you PROVIDE YOUR CUSTOMERS with guidance THROUGHOUT THEIR JOURNEY towards better PHYSICAL HEALTH.

Conclusion

From start-ups to destination spas and even established family-owned salons and spas – you all have the common goal of growth and success. All of these potential success stories start with recognising market trends at the right time and adapting these strategies for implementation into your business.

By adjusting your business model this year to align with what’s trending, you’ll be able to capitalise on more opportunities that can raise your business to double digit growth and even more expansion through amplification.

Don’t miss out on these great opportunities – the potential of your future success is just around the corner. Now is the perfect time to start assessing what trends could benefit your own organisation and put plans into action that will drive currency in 2023 and beyond. So, what are you waiting for? Get ahead of the curve now.

Marisa Dimitriadis is the founder and owner of The Spa Consultants and a co-founder of The Spa Professionals Guild. Email marisa@spaprofessionalsguild.com