Professional Skincare
Like many, we’re ready to close the chapter on 2020 and move into 2021. One bright spot last year was how the spa and wellness industry adapted and survived. Change is more necessary than ever, and an innovative mindset will guide us into a more hopeful future.
Our in-house spa expert, Jessica Timberlake, shares what to expect next. Jessica is Eminence Organics’ PR Manager and serves on the Executive Committee of the International Spa Association (ISPA). She follows industry developments closely and will share insights on new ingredients, beauty practices and wellness trends.
Spa Trends
Return to the Treatment Room
After months of limited contact, social “bubbles,” isolation and restrictions, people are eager to return to in-person treatments. Touch and human connection have been in short supply, and many crave them now. In the U.S., 1 in 3 people report increased loneliness due to the coronavirus, with millennials most affected. The spa industry has long believed human connection supports mental health and reduces loneliness. Research shows massage boosts dopamine and serotonin and lowers cortisol, helping to reduce stress. Spas ready to handle the surge in demand should see strong growth.
Touchless Treatments
Not every client will be ready for hands-on services right away. To meet those needs, spas should offer touchless options. A touchless treatment can include virtual skincare consultations, treatments using devices that tap or knead muscles instead of hands, or guided naps in meditation pods. The key is meeting guests where they are—offering hands-on, touchless, or hybrid services. Touchless options can help customers feel safe and keep them coming back.
Extended Aisle Shopping
Spas will expand online retail by building their own e-stores and marketing directly to local customers. After a virtual consultation and a recommended home-care routine, estheticians can let clients finish the session by easily buying the recommended products online.
Skin Care Ingredient Forecast
Hyaluronic Acid as an Essential Ingredient
Often called “HA,” hyaluronic acid is well-known to professionals and is now popular with consumers. It’s great for all skin types, adding moisture and reducing the look of fine lines. Check the source if clients are vegan—HA can come from animal byproducts or from plants. At Eminence Organic Skin Care, our botanical hyaluronic acid is derived from marshmallow plant extract.
Clean Beauty Is Becoming Mainstream
Since 1958, Eminence has used sustainable, green farming to make natural, organic and Biodynamic® products. Now “clean” beauty is becoming mainstream. Clean products are no longer a niche—they’re becoming an expected baseline. Consumers across demographics will seek and demand clean formulas.
Pre-, Pro- and Postbiotics
Probiotics have been a skin-care trend for years. When a trend lasts, it often becomes a staple and grows. Expect to see more prebiotics and postbiotics, plus new ingredient sources like kombucha, to support the skin’s microbiome.
Wellness Trends
Eco-Ethics
Events in 2020 increased awareness of environmental and social issues, and “eco-ethics” reflects this shift. Consumers will look for companies and people who act ethically and use environmentally friendly practices. Demand will grow for businesses that care for the planet and work to protect it for future generations.
Reconnect to the Self
2020 asked many of us to serve others—caregiving, homeschooling, hosting virtual gatherings—to stay connected. In 2021, people will turn inward more to reconnect with themselves and protect their mental health.
The “Third Place” Concept
Can your spa become a “home away from home”? Now is a good time to aim for that. An IKEA study of 22,000 people across 22 countries found 29% feel more at home in places other than where they live every day. If the “first place” is home and the “second place” is work (which for many is now also home), the “third place” is the community spot where people gather. As restrictions ease, trusted sanctuaries like spas can become welcome places for reconnection.
Interested in learning more about upcoming spa and wellness trends and industry education? Learn more about Eminence Organic Skin Care and apply for our authorized Spa Partner program.