The days when spas were just for a ‘touchy-feely’ facial and fluffy slippers are long gone. Innovative businesses are moving away from a ‘rinse and repeat’ model towards a more customised approach, going beyond body-focused therapies to reframe the spa experience.
While 2020 will leave an indelible mark on the bottom line of many businesses, now more than ever, personalisation needs to become a mantra for spa teams. According to HydraFacial, combining results and relaxation is one way to protect both the customer and the bottom line.
“Undoubtedly, spa life will be very different for the next couple of years,” says Anna McCartney, the brand’s director for international corporate accounts who has 13 years’ experience in the aesthetic industry.
“Wellness trends have accelerated at warp speed but a ‘Zoom boom’ has also taken hold, with video conferencing making us scrutinise our appearance more closely than ever before,” she adds.