While making strategic plans for your salon or spa business for 2012, it is crucial to consider current consumer trends from similar industries such as hospitality and restaurants, and avoid marketing mistakes that could have negative effects on your growth plans.

Four Consumer Trends in Spas and Salons

A recent article on Restaurant-Hospitality.com by a restaurant consulting firm outlined restaurant trends that are foreseen for 2012, and there are a few that, in my opinion, are equally applicable to the beauty industry.

1. Increased Globalization is leading to more “flavors on plates.” We’ve seen the recent spread of spa treatments such as Hilot Massage and Ayurvedic treatments, as well as features and equipment like Hammam’s and Alpine Therapy. I even walked into a local day spa recently and discovered they had both a Rasul and a Halotherapy room. Indigenous flavors and concepts are continuing to find their way into mainstream spa menus, which factors into trend #2.
2. Widening Flavor Gap. Because we’ve been cutting, slimming and shrinking operations and complexity, spas have adapted some of the business practices of large retailers and hospitality companies. Some of these are worthwhile endeavors; we needed to make these operational changes. But weaning our spa menus of all but the most popular services can also make them boring, and don’t inspire our clients to try something new. Make sure your spa menu has some interesting services that are not available at every other spa in your neighborhood.
3. The 1%. Well, it’s more than 1%; the point is that while economic pressures still abound, not everyone is feeling the pinch, and those with even a little money to burn are looking for something new and interesting to do. Make sure you don’t market your spa to the masses and forget the folks who do have money and will purchase more high-margin products and services. Even if you don’t sell too many, keep some higher-priced and luxury-oriented services on your menu to keep your 1% satisfied.
4. Spas and salons are now marketing to as many as three different generations. Many of us who are managing and operating spas are trying to cater to a younger audience who do not share our predilections; these clients want shorter services, more late night time slots, and the opportunity for socialization. I just visited a hair salon which had a large oval table in the center of the color room; it was surrounded by clients in various stages of hair color processing, working on laptops on the salon wifi network, enjoying coffee, tea and wine and chatting with each other. It looked like a LOT more fun than sitting alone staring at your gloppy head in the mirror.

What trends are you seeing in your spa or salon business? Let me know!