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This month’s Green Corner Article:
Putting the Wellness Aspect in the Spa
By Szilvia Hickman
Growing up in Europe, I recall that the spa industry there focused on therapeutic, preventive skin treatments. Moving to the United States, I faced a very different approach within the spa business: it seemed that most people had the “fix me quickly” mentality, relying on estheticians to reverse premature aging, sun damage and other skin problems that would have made more sense to prevent. Medical spas flourished; statistics showed skyrocketing numbers of plastic surgeries, laser treatments and other invasive modalities that were far less common on the other side of the Atlantic.
Green shift
Recently, in large part due to last year’s economic crisis, we have seen a shift from this approach. During the past two years, spa owners and directors have been forced to review and adapt their services to thrive and survive in current economic times. Many spas have turned their focus to physical wellness, versus quick-fix services and luxurious pampering treatments.
In this new age of wellness, many consumers are becoming increasingly pro-active with their health and well-being. Instead of looking to medical professionals for assistance, they are turning to preventive measures such as detoxifying therapies, proper nutrition, exercise and stress management. More spas are shifting their menus to the wellness arena to help guests with alternatives such as acupuncture, detox, weight loss, meditation, healthy cuisine, fitness, and stress and nutrition counseling.
Many state-of-the-art facilities specialize in treatments with hand-made organic products and take leading roles in running both a sustainable business and educating clientele about environmental issues. Whether offered to large corporations or individual clients, these treatments should be tailored to the needs of each guest and designed to work from the inside out to restore energy, promote well-being and optimal health.
Tapping into wellness
Business success in the wellness arena is about cross-promoting to attract the eco-friendly consumer who is also conscientious about lifestyle choices. However, tapping into wellness revenue streams should not revolve solely around treatments, but should include the way you carry out business at the spa. Green practices show your clientele you are dedicated not only to their well-being, but also to our planet’s health.
As spa professionals we are the ideal ambassadors for green living. Shifting to eco-friendly practices can be done easily and quickly, with little investment. From switching to energy efficient light bulbs and reusable retail product bags to turning up the thermostat by a degree or two in the summer, these small changes add up. Be even more green-friendly and take it up a notch; there is great support available for spas that would like to engage the wellness approach and run their business in harmony with nature, from networks and consultants to information on the Internet.
In an industry that focuses on anti-aging procedures, it is important that therapists educate clients about how a healthy lifestyle and eating habits positively affect skin and beauty. When we are able to look back on this economic downturn, I hope we can say that putting on the wellness approach was the best outcome for the spa industry. This green shift should not be a quick-fix solution or just a “cosmetic reversal” for the environment. Treat the planet with the same wellness approach as your client: invest in the proper resources, dedicate your time and continue to make the crucial follow-up appointment.
Szilvia Hickman is co-owner and senior vice president of Szép Élet, the exclusive distributor of ilike organic skin care. For more information on the fruit and herb pulp based certified organic ilike products made in Hungary for more than 50 years, call 888.290.6238 or visit www.szepelet.com. Hickman can be reached at shickman@szepelet.com.
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