We currently live in a reality where customers are more and better informed about the different ingredients and beauty products. Looking at this overview, what is the projection and vision that spa leaders should have in the search for organic, vegan treatments? Is it considered only a passing trend or is it here to stay?
Carina García Girone
Gerente de spa
Sofitel Legend Santa Clara Cartagena
Trinity Spa Advisors
Organic products and treatments, including natural and vegan, have long surpassed the fad and trend stages and have evolved into a full-blown lifestyle for many of our guests. This seems to be driven by one of the largest and most influential generations – the Millennials, and will likely be sustained into the future by Generation Z. Although, I would note that Millennials have to get old sometime, so it would not surprise me if in 30 years this group prioritizes anti-aging over organic.
Spas must adapt to satisfy the organic and natural lifestyle guests with a long term outlook now. To understand what these guests want, start by using social media as a research tool, where this demographic is very vocal about self-care and wellness. Also, sign up for weekly digests of a range of lifestyle blogs such as The Chalkboard (www.thechalkboardmag.com) to understand the influences behind the influencers.