Issue link: https://www.ascpskindeepdigital.com/i/762312
www.ascpskincare.com 47 6 5 3 and the need for maintenance. Value-added ideas include $20-and-under add-ons that visibly boost services, collagen- building services, microneedling, and strategic spot peels. Incorporate this trend: Promote a monthly service that has strong science behind it. Create a mini add-on list of eye treatments, facial-boosting masks, or spot peels. 3. DATA MINING WITH TECHNOLOGY More and more, data will allow spas to track what their customers do, like, buy, and respond to. With so many ways to track clients, 2017 will be the year to make it work for even the smallest of businesses. Spas, for a long while, have been able to use their computer software databases to fi lter client information—albeit manually. 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. They also allow push notifi cations, email and texting, and mobile app options. Cloud-based technology allows owners to see data at any time, from anywhere. Mined data is now used with point- of-sale and customer-service databases to build business, rather than just track it. Find examples of these types of databases at sales.vagaro.com, www.rosysalonsoftware. com/features, or www.salonbizsoftware.com. Incorporate this trend: Take advantage of these services to learn who your customers are, and then create a plan to keep current customers and attract new ones through service off erings or discounts, as well as direct marketing through texting and social media. 4. STRESS RELIEF Stress relief is without a doubt the most ubiquitous trend globally and is a mainstay movement that will only continue. Technology, long commutes, global terrorism, political unrest, and fi nancial instability have all induced exogenous stress— stress from external situations—that is felt both consciously and unconsciously. According to Howard Murad, MD, of Murad Skin Care, this kind of stress is making us all unhealthy and older, faster, as we have less ability to cope with normal everyday stress. Scientifi c studies show that stress can shrink the brain, damage DNA telomeres, and increase the risk of developing diabetes, cardiovascular disease, and even cancer. Spas can reduce stress, at least temporarily, by providing clients a little escapism with sanctuaries to get away, relax, and recharge. Customer service techniques, high-touch services, and mind-body therapies are prominent trends for a society desperate for some relief. Incorporate this trend: Add a de-stressing segment to each service, such as a quick neck rub, hand treatment, eye and eyebrow relaxation treatment—think high- touch, such as massage and sensory services. 5. SELF-IMPROVEMENT This trend forms the traditional core of the spa industry; all other trends are off shoots of this singular, enduring objective. Clients want to be the best "them" they can be. These services, which will never go out of style, are your basic acne treatments, antiaging facials, and chemical exfoliation services. Self-improvement will also incorporate life-balance topics for clients to become more well-rounded through mind, body, and spiritual experiences. Illustrating this trend, many spas have opted to open before 9:00 a.m., stay open until 9:00 p.m., off er mini services during the lunch hour, and even go mobile as they take their services to businesses. Incorporate this trend: Be sure that all services have a component that shows visible and immediate "feel-good" results. Consider adding workshops or seminars that can educate clients. Host guest speakers. Also consider your business hours and partner with area corporations for mobile services. 6. NATURE'S WAY At least some services will move outdoors, whether it's a mindfulness class on a sunny terrace; a meditation, tai chi, or massage area in the shade of a palm; or a yoga class with a view. The reverse is also true: spas are bringing nature into as many services as possible, through the use of indigenous ingredients hand-blended for fresh, custom treatments. Natural lines made with real food ingredients as well as organic off erings compounded in the treatment room off er a unique experience for clients who seek a more down-to-earth experience. Incorporate this trend: This can be as simple as a private, open window with a view to an inner courtyard. Add plants and earthy accessories to the room. Consider compounding a few natural ingredients for add- ons, such as fl axseed eye gels (recipe on page 48).