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Spa Trends in the Beauty Market

By: Imogen Matthews
Posted: August 28, 2008, from the March 2007 issue of GCI Magazine.

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In 2006, body care products were added to the Caudalie range, including an anticellulite product called Concentré Essential Minceur, inspired by the professional Vinotherapie spa treatments. The formulation is derived from 100% plant extracts, containing the active ingredients grape seed oil, geranium, and rosemary; toning essential oils of juniper berries; draining essential oils of lemon and lemongrass; and circulatory essential oil of cypress.

An interesting reverse development has been skin care brands opening their own versions of spas. Nivea Haus Hamburg offers consumers skin and hair treatments, hairstyling and makeovers using products from the extensive Nivea range. U.K. mass skin care brand Simple has recently opened its first Simple Spa in London’s Covent Garden. Instead of using and selling the retail range, a new premium range called Simple Therapy has been launched. These 26 luxurious beauty preparations based on a unique marine complex have been created specifically for the Simple Spa.

Moving into Retail

Beauty products that mimic office procedures such as facial peels and collagen fillers are parallel trends. “Many brands continue to launch products mimicking these procedures, from laser peels to lip plumpers,” says Wang. “This is a trend seen across all channels—mass, luxury, direct and specialty.”

According to Lewis, one growth area is for handheld devices and DIY treatment products that mimic the effects of clinical treatments. These were first seen in home microdermabrasion scrubs, devices and systems, and home peel kits. Now this trend has extended into teeth whitening programs, hair removal systems, photo-rejuvenation devices and topical products with filler and toxin-like results. All these products are available for use within the privacy of your own home. “It’s like an extension of home fitness equipment,” maintains Lewis. “You get a treadmill for your bedroom to bypass having to jog around the park or go to the gym.”

Although far from affecting the numbers of clinical procedures, nonsurgical minimally invasive treatments are skyrocketing. Lewis maintains the target markets are working moms and CEOs who haven’t got the time to pop into a clinic every few weeks or months.