Issue link: https://www.massageandbodyworkdigital.com/i/72312
Earnest in a recent article on this one-stop shopping that now includes spa services. Gilly told the Times that businesses are "introducing another socioeconomic class ... to these [spa] services by providing them in a retail environment where they feel comfortable," instead of forcing them to seek out the experience on their own. Massage franchises are selling fast, too, with Massage Envy now sporting more than 140 operating clinics and 430 franchises across the country and imitators quickly following suit. People are no longer shocked to see massage at the airport, at the farmers' market, or at the mall. OTHER "NATURAL" TRENDS The Natural Marketing Institute (NMI) recently identified several trend categories that have relevance to those in the massage and bodywork marketplace and anyone falling under the CAM umbrella. Consider these when setting up shop, revamping your current business philosophies, or refocusing your work. AGE OF THE INDIVIDUAL. NMI identified this trend as a reaction to mass marketing and a "declining trust in the traditional authorities of church, government, and the corporation." What does it mean for the massage therapist? Customize it. Clients want personalized service, and you can make it just that much more special by personalizing the care—whether it be offering them a choice of which essential oil to be added to the massage lotion or working with other healthcare practitioners to create a particular client's health protocol. Some hotels are even creating spa suites where the client no longer needs to move from room to room for various treatments— the treatments are all brought to her. A DEEPER VALUES EXPERIENCE. This trend falls in the footsteps of the green category, where consumers are extremely interested in knowing where that product came from that you're TRENDSETTER Vinotherapy Rivaling the decadent chocolate therapies of the Hershey Spa in Hershey, Pennsylvania, vinotherapy from the Delluva Vinotherapy Day Spa in New York has guests "imbibing" while partaking in this newest trendy spa offering. Vinotherapy, also known as wine therapy, first found favor in France before making its way across Europe, South Africa, and California. The vinotherapy spa products use wine extracts, grape skins, grape seeds, grape seed extracts, husks, grape seed oil, and vine leaf extracts. These skin care treatments are said to deliver highly effective antioxidants. Expect other spas to pick up on this trend, especially as the social element grows. putting on her face, as well as what's in it. Trade practices, social causes, and sustainability issues are all tied into this trend, which NMI says goes hand in hand with the consumer's willingness to pay a 20 percent premium to have healthier products. According to NMI, product manufacturers have a "significant" opportunity to build market share through trust and reassurance. The same must surely be true for massage therapists and bodyworkers. BACK TO THE FUTURE. This is all about simplicity and authenticity. Consumers' desires for natural and simple is not only evident in the foods they buy, but also in the decisions they're making when it comes to what they put on their body, too. According to Nutraingredients.com, "As female consumers become more critical about beauty manufacturers' complicated marketing strategies and ingredient lists, many are now looking to have the same simplicity as they receive in their natural food product." As the European market for natural and organic products grows 20 percent each year, according to analysts at Organic Monitor, the North American market for organic product continues to build steam, with nearly two-thirds of U.S. consumers having purchased organic foods and beverages in 2005, according to the Organic Consumer's Association. What does this mean? Consumers are spending more to get exactly what they want and right now that's simple, uncomplicated, healthy products and services. NOT YOUR MOTHER'S GERIATRIC While baby boomers might be losing consumer clout with cosmetics companies in favor of their younger counterparts, their value as a massage client grows, no matter how gray they get. These days, geriatric massage is about much more than working with the frail and dying, according to Sharon Puszko, owner and director of DayBreak Geriatric Massage Institute in Indiana. Today's geriatric client may well need to massagetherapy.com—for you and your clients 49