Home' Spa and Clinic : Volume 65 May 2016 Contents Once upon a time, not so long ago,
spas were born. It was an idea
whose time had come -- the number
of spas exploded, everyone wanted to go to
a spa, everyone wanted to write about them,
photograph them and sell products on the
basis that they were "spa products" (from
washing powder to hair dye to tea bags!).
Why? Because spas made everyone
feel good, they enhanced wellbeing and
contributed to wellness. Slowly, historically, the
spa industry has become a major part of, and
interchangeable with, a greater industry -- the
wellness industry. To follow exactly how this
has happened read Global Wellness Summit's
Susie Ellis's explanation for The Huffington
Post (visit HUFFINGTONPOST.COM and search
for Wellness, Well-Being ... and What About Spa?)
In a nutshell, globally the spa industry
has adopted Wellness as its key type of
business" identifier, as the term that best
describes its purpose.
The Global Spa and Wellness Summit has
become the Global Wellness Summit (GWS).
In Australia, the Australasian Spa Association
first became the Spa and Wellness Association
and now just the Wellness Association. A
new global grassroots education movement
inspired and led by global spa industry
leaders has recently launched simply entitled
the International Health and Wellness
Association. See more Page 65.
What is wellness? Where does wellbeing
fit in, and why does it matter to you?
As Susie Ellis reports: "Merriam-Webster
makes the distinction:
Wellness and wellbeing are at
the forefront -- are you? Asks
• Wellbeing: The state of being happy,
healthy, or successful
• Wellness: The quality or state of
• Spa: A place where people go to
improve their health and appearance by
exercising, relaxing, etc."
Why does it matter? And if you are not
a spa why does it matter to you at all? It
matters a lot to your bottom line, even if
your core business is beauty, skincare or
clinical ser vices.
For 49 years, Cosmoprof has presented
the leading international professional beauty
exhibitions. They recently explained the
addition of Green Sectors in their expos in
Bologna, Italy, Las Vegas and Hong Kong as
being due to "the shift towards wellness items
in the beauty segment growing exponentially".
The Future Laboratory, leading global
trend forecasting, brand strategy and
consumer insight advisors, are including
in their coming 2016 Beauty Futures
For u m (THEFUTURELABORATORY/BEAUTY/
FUTURESFORUM): Upscale Wellness, which is
self-descriptive, and Arcane Beauty, quantified
as "consumers embracing the New Age and
engaging with products that feature mystical
symbolism to protect themselves from the
negative forces of 21st century living".
THINK BEAUTY, THINK WELLNESS
Even if you are a straight- shooting beauty
salon or injectables clinic, ignoring the
trend toward wellness and wellbeing will be
to your detriment in the long run, whereas
adding wellbeing and wellness could well
set you apart from your competitors and put
you well in the lead.
What does adding wellbeing and wellness
look like? Thinking in "well" business terms
can be summarised as having four aspects:
services, products, enhancements and culture.
Let's work backwards with that list:
It is impossible to deliver "well"-based
ser vices and products authentically for
your clients if you, your team and your
environment are not "well" cultured. In
this Wellness supplement we talk a lot about
these aspects of wellness and wellbeing.
Sometimes a simple adjustment in the way
ser vices are delivered, communications are
handled, or brands and products are chosen
and presented will make all the difference
as to whether the ser vice or experience
is perceived as fitting into a wellness or
wellbeing category or not. A simple example
is Aveda's "welcome ritual" before an Aveda
hairdressing ser vice commences.
Euromonitor predicted that global wellness
products sales alone would hit $US 1 trillion by
2017. Would you like a share of that? Analysing
and talking to your client base will reveal what
types of wellness and wellbeing products (and
ser vices) they currently already buy or would
be interested in you advising them on.
The list of potential wellness and wellbeing
ser vices that you could add to your offer
52 | WELLNESS, FACE+BODY+SOUL
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