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Capturing the Tween/Teen Market
By: Melinda Taschetta-Millane
Posted: August 1, 2011, from the August 2011 issue of Skin Inc. magazine.
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Simply Beautiful Day Spa, Lombard, Illinois. Seventeen years ago, Horejs opened Simply Beautiful Day Spa, originally offering skin care and electrolysis services. “We did a lot of advanced skin care and started offering teen services right from the start, because all of our clients had children and teens. They would see how their own skin was improving and bring in their kids,” explains Horejs, who has used the Pevonia Botanica and Medicalia product lines since the spa’s inception. “Our whole philosophy is serious skin care. We want to be able to see change.”
Simply Beautiful’s teen clients make up 15–18% of the business’s total in-spa treatment sales, and that percentage jumps even higher for teens who are purchasing retail from the facility. “We start our teen facials around age 11, and once they get past 15, they switch over to actual facials,” she explains. “Our teen facial is more of an informative facial; we talk about skin care and diet. We always try to emphasize that the problem they face is obviously the change of hormones, and we can’t really alter that. But, they are also usually burning the candle at both ends, not really eating well, using whatever skin care products they can grab, and really are ruining their skin. The facial is not going to work if they are just going to keep using products that don’t work. So, we talk about that.”
Simply Beautiful has seen an increase in teen services in the past five to seven years. “Now we’re all educated on some of the side effects of antibiotics and harsh topical creams,” says Horejs. “If a client is taking a harsh antibiotic as a teen, it can cause lifelong hyperpigmentation, dehydration and oversensitivity of the skin. Parents are looking into this and investigating, trying to find alternatives. A lot of people definitely are open to trying to find something more natural and less invasive, something that isn’t going to cause all those problems. Plus, a lot of teens are more in tune to taking vitamins; 10 years ago, parent would automatically take kids to the dermatologist and use whatever was prescribed and never question it, but now we question everything.”
The Enchanted Lagoon Kids Spa at Paradise Mist Spa in KeyLime Cove Indoor Water Park Resort in Gurnee, Illinois. For Mallari, the decision to reach out to this market was predominantly based on location. What better way to reach the tween and teen market than through a spa situated in the heart of a water park vacation resort? “Paradise Mist Spa opened in May 2008, three months after KeyLime Cove Water Park’s grand opening,” says Mallari. “Being a family resort, we were receiving many inquiries about services for children. Not wanting to take away from a destination for adults, we opened The Enchanted Lagoon Kids Spa in February of 2011. Here we cater to kids ages 3–14. We have four pedicure stations, two manicure stations and two makeup stations. Children and tweens can enjoy Sparkling Manicures and Pedicures, and funky updos. We create an experience for them.”
Since The Enchanted Lagoon opened, the facility’s tween market has increased nearly 40%, and the kids spa does about 50% of its business in retail. “The girls can make their own bath fizzes and gift boxes, as well as lotion and scrubs. So we might not sell a service that day, but we’ll make up for it in retail,” says Mallari. “Parents usually ask us to talk with their teens because they don’t always listen to their parents,” she continues. “When we go over skin care recommendations, we usually ask parents to be present just so they know what we are saying and can help monitor or reinforce it at home.”