Abstract
SPAS - A FURTHER STEP IN MARKET SHIFT TOWARDS “TOTAL BEAUTY”
BUSINESS - HIGH GROWTH RATES TO CONTINUE
Growth rates in the spa market are much higher than in traditional and long
established beauty and hair salons. Indeed the positive trends in the spa
market contrast with the generally stagnant salon markets in many countries.
Spa treatments meet a demand that was not satisfied in more traditional
business models and spas are multiplying in number across Europe, the US and
Asia
The spa concept is a relatively recent development in the professional beauty
services channel. Spa packages the traditional beauty salon menu, (skin care,
manicures, depilation, makeup), alongside other treatments (anti-stress,
massages) to enhance wellbeing or wellness. Spas are merely a further step in
the decade-long trend towards “total beauty” or “head to
toe” businesses. Spas offer “total beauty” in that they
provide a wider range of services than is on offer in traditional beauty and
hair salons.
Confusion between old and new meanings of the spa term is compounded because
in recent years the term “spa” is used to describe a very wide
range of beauty businesses. The wide use indicates that the term is seen
positively with many businesses eager to associate themselves with spas.
However, this wide use renders the term meaningless. Spa can be used to
describe anything from a luxury destination resort that offers everything from
aromatherapy to Zen to a nail salon providing a basic manicure. While not all
spas are spas, equally there are many established salons, fitness clubs and
others which - although not called spas - combine beauty and wellness
treatments and are riding the spa wave.
In this newly published report, the European Spa Market 2007, Diagonal Reports
argues that spas are shaping a new concept of beauty because they have blurred
traditional distinctions between beauty, well-being, and health. It forecasts
continued strong growth for this 25,000 day- and stay- spa strong sector in
five EU markets.
As the spa sector develops, the emerging “spa” market will include
further variations on the spa concept, both in terms of facility type, and the
treatments offered. Emerging spa concepts will cover medspas and spas in
hospitals, dental practices, airport and department store spas.
This market shift towards “total beauty” has implications for the
entire personal care and cosmetics market. As some traditional salons would
not recognise this change in consumer behaviour and have seen sales stagnate,
likewise, beauty product formulators, who do not adapt, may also find that
their market considerably reduced.
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