Pulse Legacy Archive October 2011 | Page 8

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volution. By definition, evolution is the gradual process in which
something changes into a different and usually more complex or better
form. There are many factors that drive evolution, and in the case of
today’s spa consumers, culture and economy are among them.
This Pulse issue attempts to take a deeper look at these factors and the paradigm shift that’s affecting consumer preferences, habits and expectations. The
article The Many Faces of the Global Spa Consumer (page 40) dissects a sampling of spa-goers in different parts of the world. Clearly, culture and economics
drive the differences of consumer needs across the globe (e.g. luxurious products for the status-seeking Chinese consumers; more Western-influenced
treatments for the increasingly well-traveled Indian market; local products for
the sustainability-conscious Greek consumers and gender-neutral offerings for
the American market that has slowly learned to put away the “stigma” of spas
as a primarily female destination). In contrast to the differences, the global spa
consumers speak one language when it comes to spa experiences—they
expect more.
“Value” has become the buzzword as consumers evolved into more savvy
spenders. For some business owners, meeting consumers’ rising expectations
is a heavy challenge, but this issue’s retail expert Doug Fleener (page 46) points
out that personalizing recommendations gives focus on the benefits of the
products and services, which increases value and makes price less important to
value-seeking consumers.
HSN General Manager Beauty and Merchandising Strategy Betsy Olum
(page 18) agrees. She calls the retail world a “wild, wild West” where only the
tough survives which is why she thinks, having your own brand story to differentiate you from the competition is important.
When telling your brand story, do not alienate a growing new market, the
teens and kids (see Spa in Session: A Look into Spa Offerings for Teens, Tweens
and Kids on page 24). Take a cue from other spas that purposefully partners
with skin-care companies that carry products exclusive for teen skin types or
offer Family Nights that turn a spa activity into family bonding time. Invest in
these underage guests by teaching them today the importance of living the spa
lifestyle. They are tomorrow’s loyal spa consumers.

PHOTO © TIFFANY BROWN PHOTOGRAPHY

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October 2011

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