Issue link: https://www.ascpskindeepdigital.com/i/762312
46 january/february 2017 2 1 programs. Millennials have pushed the envelope for owners who are resistant to technology, apps, and having a virtual presence. Millennials demand transparency on ingredients, pricing, products, and simplicity. Incorporate this trend: Downsize your menu off erings. Post prices. Encourage online reviews and respond to them immediately. Become profi cient with—and even enthusiastic about—technology. 2. ADDED VALUE Treatments that off er more bang for the buck will rule over fads that include expensive ingredients or lines. This means services based on science that quickly produce visible results will rule. Today's technology allows every smartphone customer to immediately fi nd the best deal in the neighborhood with the best reviews and price per service. Value is measured in attention to detail, cleanliness, customer service, longevity of results, 1. MILLENNIAL FOCUS Millennials, or those who were between the ages of 18 and 34 in 2015, now number 75.4 million, according to the US Census Bureau. Why is this signifi cant? Because it surpasses the current number of baby boomers (ages 51–69), who number 74.9 million. Baby boomers have long been the focus of the spa and skin care industries; however, this new population shift will only turn more toward the younger set as time goes on. This means that millennials have managed to slowly change the face of commerce and will continue to shape the way spas do business. Millennials work, rest, and play far diff erently than their parents. In a nutshell, this generation demands mobility, can be fi ckle, and is extremely tech-savvy. As a whole, it's a generation concerned about social justice, that needs extreme effi ciency, and that will fi nd ways to get what it needs on its own terms. Think custom facials, Twitter followers who book when you make a shout-out for availability during in-demand hours, mini services that fi t into the lunch hour, and sustainability Newer software options allow spas to see real- time information broken down in myriad ways and automatically integrate internet marketing on social media and review sites.