Georgia Nelson Mental wellness is a priority for so many consumers — here’s how spa owners can tap into the market.
The past two years has seen a major shift in wellness values. What once was synonymous with yoga retreats, 10-step skincare routines and luxury spa days now goes beyond skin-deep, with a huge shift towards a focus on mental wellness and true self-care. And the trend isn’t going anywhere.
In fact, the 2021 Global Wellness Institute report estimated that the mental wellness sector is worth US$210 billion.
So how can spa owners incorporate mental wellness into their treatment menu? We speak with wellness brand consultant Dina Rezvanipour to get her take on the future of wellness and how you can tap into the growing market.
Which sectors within the wellness industry do you predict will be most popular in 2022?
DR: Consumers are focusing more on healing themselves from the inside out with more holistic approaches. They are gravitating more towards boosting immunity, addressing chronic disease, and seeking healing from the emotional and mental trauma of COVID. Holistic services such as Immunotherapy, IV drips, gut microbiome, sleep analysis and oxygen therapy, will be more popular than ever before.
How can spas adapt their current offerings to become more wellness-aware?
DR: Spas were hit the hardest during the pandemic, as it wasn’t easy to replicate the experience of a facial or massage virtually. Now that consumers are comfortable with in-person experiences with less restrictions, they are not only seeking day spa services, but more of a holistic approach to their experience. Spas should incorporate retreat-like packages that give consumers more than just half a day of relaxation but allows them to connect deeper with a weekend-long retreat offering the same great services, in addition to healing sessions with shamans and life coaches.
How has the meaning of self-care shifted since pre-pandemic times?
DR: In the pre-pandemic era, self-care meant going to the spa, going to the gym or hanging out with friends. But when covid hit, our self-care rituals left everyone confined to home. So this could mean online yoga or workout classes, learning how to give oneself a lymphatic massage, or simply reading more books. Although it was a difficult adjustment for many, a lot of these self-care activities allowed people to be more introspective and take time to heal themselves in ways they might not have acknowledged pre-covid. Self-care is now a bit deeper than it was pre-pandemic and people are realising now more than ever how important it truly is.
What do consumers want from brands/services to meet their self-care needs?
DR: Consumers are more concerned about the types of products that they are consuming for both their overall and self-care needs. Therefore, there is a need for brands to start being more transparent about what ingredients they are using, where they are sourcing their materials and ingredients, and their ethical and sustainable components, as well as their social responsibility of the brand as a whole. For example, a beauty brand can offer a notebook for journaling to use while applying a mask, or offer a face-covering and a note from the founder. These types of gestures helps consumers connect deeper with the brand and build brand loyalty.
How can brands/businesses reframe self-care through a mental wellness lens?
DR: Mental wellness is no longer something someone practices with a life coach or at a retreat, it now extends to our homes and workplaces, which has created an expansive market for opportunities. Consumers today are more inclined to purchase supplements, mediation apps, sound therapy gadgets and much more. The regulations of most mental wellness products are not as regulated and left to consumers to be determined whether they believe in the products and see value in purchasing it. As brands reframe self-care, they now have endless opportunities to offer their consumers.
When it comes to workplace wellness, do you have any tips for business owners and managers to promote wellness for their teams?
DR: I think workplace wellness is one of the most important things a business owner should be focused on providing their employees. I recently incorporated Dance Friday’s before having our daily team call. It’s important to move your body, it not only helps circulate your blood, but also helps release any stress or anxiety that the body is holding onto. Some other tips include: hosting a weekly check-in with each team member to see how things are going not only at work but in their personal lives, encourage work breaks, and hosting weekly meditation sessions for the team.
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