Issue link: https://www.ascpskindeepdigital.com/i/1037162
66 november/december 2018 DRIVING FORCES Having a beauty or spa service delivered to your home or hotel is no longer a luxury reserved for the rich and famous. Convenience is a primary driver—especially for working professionals, stay- at-home parents, or anyone short on time who needs a spa or salon appointment right this minute. For the spa owner or practitioner, rising rents, increased competition, and a desire to be a "solo-preneur" are factors fueling the trend from the professional side. Associated Skin Care Professionals (ASCP) estimates that over 74 percent of their 17,000 members are either owners or booth renters. Job growth in the skin care industry is projected at 13 percent from 2016 to 2026, higher than the average for all other occupations. Mobile and on-demand beauty and wellness franchises have yet to hit the market in a big way in the United States, leaving the door open for entrepreneurs and business owners to grab a significant share of the market. RUNNING ON APPS Our app-driven culture has spawned a host of new platforms designed to deliver services to your home, workplace, hospital room, or hotel in as little as 90 minutes. While most of the apps like The Glam App, Priv, or BeGlammed are only offered in major cities such as New York, Los Angeles, or Phoenix, the market is growing across the country. Several on-demand service providers have developed their own app for easy booking. When a local app is not available, clients can book these services via a website or by searching for mobile services through a locator site such as SpaFinder. MULTIPLE MODELS = MULTIPLE OPPORTUNITIES This is not a one-size-fits-all type of business. Multiple models exist; the secret is finding the one that's in tune with your target client. Some businesses are totally mobile, while others offer the option of on-demand, on-location services with an option for a brick-and-mortar spa experience. Other variations include mobile vans and busses that can pull up at a business location or home. Temporary pop-up services are offered at festivals, fairs, or special events. Many of these service providers offer customized spa parties, corporate events, or group options. "On demand" can even mean services delivered 24-7, such as Home Spa Me, which serves locations in New York City. Their full-service menu includes skin care, massage, and salon services. Clients also have the option of booking the same service at the spa for a slightly lower cost. The blending of a spa location with on-demand mobile services offers clients a full range of location options. Some on-demand providers only offer services during specific hours. MySpa2Go, established in 2006, delivers premier beauty and wellness services to clients' doorsteps from 8:00 a.m. to 8:00 p.m. seven days a week. They have locations in New York, Los Angeles, and London, and have developed a personalized app as well as online booking.