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“In 1990, there were 1400 spa’s. Today there are 5600.”
The term ‘spa’, which is widely used in all the major centres
throughout the world, is now reaching even the most remotest areas
on the four corners of globe. But what does this three-letter word
actually represent? What definition do beauty therapists give to
these new locations? When can a beauty salon be considered to be a
spa? What sector of the population does a spa target? How exactly
is a spa positioned in relation to the global beauty market? We
put these questions to key role players in the beauty market and
spa sector and invite you to hear what they have to say on the
topic.
The first spa’s made their appearance in California in the
eighties. They were basically locations where body and mind could
be treated simultaneously. They were usually frequented by the
celebrities. They served as a kind of retreat venue where one
could go to find relaxation through massage and also through the
practice of yoga and meditation etc.
These days, the spiritual dimension has taken a backseat with the
focus being on the complete relaxation of the body, usually
achieved through the medium of massage. The types of treatments
offered in a spa often draw on traditional techniques originating
in Asia. That is why resorts in Asia were the first in the world
to develop spa’s that catered for the well-being of their foreign
clientele. These luxurious hotel spa’s then gave way to “day
spa’s”, which take up a surface area of 40 – 100 m² and are
frequented during the day, as the name suggests.
One of the strengths of Asian spa’s is their ability to create an
extraordinary atmosphere through the use of: heated towels,
candles, orange blossom fragrances…their rituals are flawless.
Therapists are required to definitely put
more heart and soul into their treatments today, to be able to
satisfy a public that is becoming increasingly educated about
massage therapy. The techniques used cannot be superficial and
the notion of the spa implies massage techniques that are
thorough and precise. It is therefore fundamental to place an
emphasis on proper training!
SUGGESTED DEFINITIONS
“A spa is a luxury beauty institution where beauty therapists
practice water treatments and are more focussed on the body than
in traditional beauty institutions. The word ‘spa’ is a more
modern term than beauty salon.”
“The term spa marries the two concepts of beauty and well-being.”
“The idea behind a spa is to offer clients complete relaxation,
renewed vitality, a dream-like experience and a change of
scenery.”
“A spa stands out as being a place that offers specialised body
treatments, lots of massages; the protocol underlying these
treatments being the use of specific body movements in a
top-quality environment.”
“A spa is a place that looks after oneself.”
‘The word spa is synonymous with an aesthetic and hedonistic
approach to well-being. The body is pampered and the spirit is
refreshed in the domain of this new style of living, where time is
sacrificed for one’s physical well-being and equilibrium.”
“The spa philosophy is one of holistic beauty, where the client is
treated as a whole: if the spirit is healthy, the body will be
healthy too.”
“The term spa is much more in vogue than ‘beauty salon/institute’.
The word ‘spa’ became very fashionable as soon as American
celebrities started flocking to them. But the origin of the word,
‘sanistas per aqua’ refers to water treatments. That said, we know
that terms evolve over time and in today’s context, a spa does not
necessarily indicate water treatments. Besides, it is not
necessary to use water to treat one’s body and mind.”
Thus, is a spa only a spa if it includes water therapies?
Difficult to say…
CHANGING MINDSETS
Why have we never been able to surpass the 10% of women who
frequent beauty salons? Is it simply a resistance to beauty salons
as they exist in their current form?
On the one hand we have the know-how associated with traditional
beauty salons and on the other hand, we have the new knowledge
that has made its appearance alongside the concept of the spa.
What do consumers make of it all? And is the term spa simply a way
of re-defining the expectations of modern consumers? To illustrate
this marketing phenomenon, let’s look at the example of hairspray,
which was so popular in the 70’s and which no longer exists in the
same form it used to as it is not seen to meet the needs of
modern-day consumers. And yet, if you ask these women what they
are looking for in a styling product they will list all the
characteristics of hair spray: a product that reshapes the hair
that is easy to use etc. In other words, today’s consumer rejects
the term ‘hair spray’ because it conjures up images of the big
hair-do’s worn by women in the seventies even though she is
looking for a product that fulfils the same function. Thus it is
sufficient to adapt the terminology.
Street surveys show that consumers want to go
to beauty salons but don’t. What we are seeing is a big gap
between the number of women who express a desire to look after
their well-being (70%) and those who actually frequent beauty
salons (10%). This growth potential of 60% really fires the
imagination! Why then are so few women regular clients at beauty
salons? Because traditional beauty institutes are not
‘fashionable’. As far as the name, philosophy, window display
and location of these salons are concerned, they have nothing in
common with the kinds of places that today’s consumers frequent.
Following the same marketing argument, the word spa can be seen
as a redefinition of the new form of beauty institute, as
viewed by the modern consumer. The term spa is thus a marketing
tool, which has opened up the world of beauty therapy to a
generation that is unable to identify with beauty salons as they
exist in their current form.
In addition to being a ‘new approach’ to beauty therapy, the spa
concept is also a means of recruiting more male clients who were
previously found it difficult to identify with the notion of
attending a traditional beauty salon.
Popularised in America, ‘spa-mania’ has
spread to all four corners of the globe, with more than 2000
spa’s registered across 59 countries. Europe has already had
more than 130 million visitors and France cannot escape this
societal phenomenon: the trend is definitely towards spa’s,
incorporating both spa resorts (which includes accommodation)
and day spa’s (in the cities). And if the concept remains
synonymous with luxury, above all, South Africa will soon become
one of the leading new spa destinations
Information by Colgate-Palmolive
SPA MARKETS
The spa represents the emergence of a concept that is mid-way
between health and pure beauty therapy and which is currently in
the process of structuring itself. We are therefore seeing the
development of distinct categories of spa’s: highly specialised
urban spa’s and spa’s that cater for the hotel industry, whether
it be for resorts, holiday hotels or upmarket urban hotels. The
later is a response to the expectations of businessmen and women
who need their health and well-being treatments to be attended to
in an hour or two. All of these places, known today as spa’s, are
quite different in terms of the services they offer and the needs
they meet.
TAKING CARE OF WELL-BEING, THE BEAUTY THERAPY WAY
Every country lends it own personal touches to the spa concept,
based on their culture. Thus in Asia, their culture is rooted in
massage while in America the focus is more on fitness, keeping in
shape and on-the-spot massage. The French mentality is different
again, as it is influenced by the long-standing beauty traditions
of our country. Therefore, rather than trying to make beauty
therapy adapt to the spa trend, the French have adapt the spa way
of doing things to beauty therapy by creating French spa’s where
clients can relax whilst enjoying an anti-aging treatment in a
relaxing environment?
The results promised are therefore two-fold: primarily the salon
promises a beauty treatment with an aesthetically pleasing result
but the client will also find that their need for relaxation is
also met. The dimension of pleasure is not emphasised enough in
beauty salons today. The spa phenomenon will encourage beauty
salons to evolve and explore this dimension further.
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