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Only on SkinInc.com: Exclusive commentary from Maria Clark of Diagonal Reports follows this news story offering insight into what the spa industry in the United Kingdom is doing right ... and how you can follow its example.
Spas pioneered new beauty and wellness treatments. In doing so, they established new beauty and wellness priorities for consumers. In what is the most curious development, spas have become the best performers in the beauty market by delivering appearance enhancement as a part--even a bonus--of their core wellness package.
Spas meet a new consumer need for wellness and in the process have grown from zero to a business worth more than UK Stg billion in a decade. The spa offer may appear diffuse, but there are three distinct and well-established pillars and these are wellness therapies, beauty or appearance enhancement and pampering treatments. The particular therapy emphasis, or treatment mix, can vary, but the spa visit is an integral part of a wellness lifestyle.
At first glance, spas present a confusing range of the traditional and high-tech because they have drawn on such disparate sources for their treatment and wellness therapies. At home, they have borrowed from the beauty salon, alternative wellness practitioner, dermatologist, medical and laser clinic. Abroad, they have picked from Asia to Scandinavia.
The resulting “spa offer” is unique and quite distinct from that of the sectors out of which it developed. This ability to adapt and integrate explains why different philosophies, seemingly incompatible, co-exist and underpin the core business. For example, pampering and wellness elements must be exclusively natural. Beauty, however, can be organic or natural or even a combination of the organic and the high-tech or medical.