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SpaFinder Releases 2011 Global Spa Trends to Watch Report With Exclusive Commentary From SpaFinder President Susie Ellis

Posted: December 3, 2010

page 10 of 12

The common element in spa beauty these days is that beauty-seekers are taking it to the max. We are far beyond Botox; stem-cell facials and plasma therapy (yes, that’s where blood is drawn and re-injected) are new buzzwords.

But let’s also look at extreme pain, which people are tolerating more and more as long as it delivers results. Derma-rolling hurts, chemical peels can be uncomfortable and the zapping of lasers is no picnic. And facials aren’t just for faces anymore; now they are being applied to every extremity, including “booty” and “vagina” facials.

Then there are boot camps, Rolfing and Bikram yoga, where pain meets pleasure. Even organic and natural products are being taken to the extreme, with raw food cuisine gaining popularity during intense detox retreats.

Finally, what might be considered the most interesting extreme: People seem to be able to partake in both the "yin" of the natural and the "yang" of science and invasive cosmetic procedures at the same time. In the end, what people demand are extreme results, and they’re happy to pay the price for it: A staggering $679 billion annually, by far the largest share of the estimated $1.9 trillion wellness market*.

9. Spa, in a New York Minute

“In a New York minute” is jargon for how things move faster in hectic New York City. It’s also the name of a suite of mini (15- to 30-minute) spa treatments (designed to be performed simultaneously by multiple therapists) at the new Auriga Spa at The Setai Fifth Avenue (NYC). In our stressed-out, 24/7 world, we seem to be morphing into New Yorkers. The spa industry is responding, helping people spa anytime and offering “sample” and simultaneous treatments.