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25 Spa Industry Changes by 2020
By: Carol and Robert Trow
Posted: November 29, 2010, from the December 2010 issue of Skin Inc. magazine.
The world is changing more and more rapidly, as are the fields of spa and medical esthetics. For example, in 1910—a mere 100 years ago—only 5% of the world’s population lived in urban areas; this year, it is more than 50%.1, 2 There are now two billion daily Internet users; interested consumers are getting self-educated online in a matter of seconds. Google recently announced that it has improved its search engine to save nine seconds per search because users are impatient to wait even five seconds for results. Everybody has digital phones that are used for more than just phone calls. All of this results in an urgency to communicate faster, obtain information quicker and get things accomplished in less time. So, what does all this mean for skin care? A great deal.
Spa professionals and companies will be required to offer more documentation of clinical efficacy, faster results, less controversial ingredients, advanced methods of penetration and more home-use devices that come as close to mimicking professional treatments as possible, and educating clients will be as important as the products and treatments themselves. How does this translate to your day-to-day world in 2020?
Following are the top 25 changes to the spa industry that you can expect to see by the year 2020. Remember, no article can address all potential future issues; this is only meant to stimulate your thinking and planning for the coming decade.
1. The driving force in skin care will increasingly be centered around anti-aging products that are safe, effective and offer documented results. Consumers are more educated and will demand results, fast; client impatience will rise to new levels. The growth will be in treatments and products that offer solutions, not hype.
2. Mintel, a consumer research firm, reports that 70% of today’s skin care market is made up of facial products, and this will only grow as the population ages. To be successful, spas have to focus on facial treatments now more than ever.