Like many of you, we strive to leave 2020 behind and move on through 2021. There was at least one bright light in that dark year, however, and it was the ability of the spa and wellness industry to adapt and survive in these turbulent times. As we move forward over the next year, the need for change is greater than ever. Innovation will be the central mindset for the next year and lead us into an optimistic future.
Fortunately, our in-house spa is industry expert Jessica Timberlake, is here to let us know what changes and trends to expect. Jessica is the PR Manager for Eminence Organics and a member of the Executive Committee of the Board of Directors of the International Spa Association (ISPA). She stays up to date with the spa industry and is here to provide insight into the latest ingredients, beauty practices, and wellness trends.
Spa trends
Return to the treatment room
After months of limited contact, "social bubbles", isolation, shutdowns, and restrictions, spa goers return to the treatment room in droves. People long for touch and connection, especially after a time of deprivation and loneliness. That’s no surprise One in three people in the US reports increased levels of loneliness due to coronavirus, with millennials being the hardest hit. In the spa industry, we have long believed that the human connection was vital to mental health and keeping loneliness at bay. Studies show that massage increases dopamine and serotonin, and lowers cortisol levels, which in turn reduces stress. Spas poised to meet the rising demand for treatments will see unprecedented growth.
Contactless treatments
After the events of 2020, not all customers will be satisfied with practical services from trained professionals. To make this possible, spas should offer "no-touch treatment". What exactly is contactless treatment? It is a term that loosely defines treatments that are not “hands-on”. A non-contact treatment can be virtual skin care consultation, a massage performed by a licensed therapist holding a device that taps or kneads the muscles, or napping in a guided meditation capsule. First and foremost, spas should be ready to meet their guests “where they are” – regardless of whether the service is hands-on, hands-free treatment or a combination of both. By offering a no-touch treatment option, the spa can build the trust of its guests and ultimately keep them as loyal customers.
Extended aisle shopping
Spas will use and expand advanced aisle shopping solutions by setting up their own online stores and marketing them directly to their local customers. After virtual consultations and recommending a home care routine, beauticians can close the loop with their clients, who can complete the session by simply shopping the spa's product selection online.
Ingredients forecast for skin care
In order to give your customers the best results, these are the key ingredients and processes you need to know this year:
Hyaluronic acid as an essential component
Also known as "HA". Beauticians and skin care professionals have known this essential ingredient for a long time. Now consumers have entered the crease. Hyaluronic acid is suitable for all skin types and provides the skin with moisture and minimizes the appearance of fine lines. However, always check the source of this ingredient, especially for vegan customers, as this powerhouse can either be made from animal by-products or from fruits and vegetables (at Eminence Organic Skin Care we get our botanical hyaluronic acid from marshmallow plant extract).
Clean beauty is becoming mainstream
We have been using sustainable and environmentally friendly farming methods since 1958 to create natural, organic and biodynamic products® products. Now the world is catching up. "Clean" is becoming mainstream. “Clean” beauty and skin care products are no longer a unique category and are becoming a basic expectation of consumers. Regardless of their population size, consumers will seek (and demand) clean products.
Pre, Pro and Postbiotics
It's hard to say when "probiotics" were first identified as a skincare trend – but anyone with an eye on the industry will know it was years ago. So what does it mean when an ingredient trend lasts for years? It becomes a staple and expands. You'll see lesser-known terms like prebiotics and postbiotics, as well as new ingredient sources like kombucha to provide expanded sources of balance to the skin's microbiome.
Wellness trends
Eco ethics
The turbulent events in 2020 led the population, among other things, to an increased awareness of the health of the environment. Step into "Environmental Ethics," a greater awareness of the ethical actions companies and individuals are taking to make the world a better place through environmentally friendly practices. While savvy consumers are already shopping accordingly, there will be growing demand for companies that not only consider the environment in their practices, but also care for the world around us and help them ensure the longevity of our planet for generations to come.
Reconnect with the self
2020 was the year we served others – whether we were taking care of grooming, homeschooling, or a virtual Thanksgiving event for our families! It was necessary to spend energy on others to stay connected and fight loneliness. In comparison, 2021 is the year we want to reconnect with ourselves. To maintain sanity, the pendulum must swing the other way and people will try to reconnect with themselves.
"Third place" concept
Is your spa ready to become a “home away from home” for your guests? Now is your chance. Based on a study conducted by IKEA of 22,000 people in 22 countries, 29% feel more comfortable in places other than where they live every day. If "first place" is at home and "second place" is working (which is also their home for many now), what is "third place"? When individuals try to reconnect with their communities after the restrictions are lifted, a trusted haven like a spa becomes a welcome respite.
Would you like to find out more about upcoming spa and wellness trends and industry education? Learn more about Eminence Organic Skin Care and apply to our authorized spa partner program.