Custom-mixed Ayurvedic oils based on doshas. Personalized tea blends designed to elevate mood. Thermal wraps and scalp massages specially tailored to the weary, jet-lagged traveller – depending on how many hours “off” they feel. While these treatments sound diverse, they do have one thing in common: they’re all part of a larger movement towards highly personalized spa services and experiences, and they’re increasingly in demand.

Of course, the right mix of ambiance, well-trained staff and excellent quality and variety of services are still crucial for customer retention, but for the current wave of wellness-seeking clients, there’s enormous value added in a personalized spa program that addresses individual tastes and needs.

At the San Diego-area Rancho Valencia Resort and Spa, services include an individualized “neuroplasty” program combining yoga, meditation and exercise designed to enhance brain function, as well as an innovative somatotype program that incorporates aromatic oils tailored to an individual’s constitution. At AO Andaz Spa Toranomon Hills Tokyo, the responses on a guest’s questionnaire, filled out upon arrival, dictate not only the hand-mixed contents of their foot scrub but the type of music played in the treatment room. At Spa My Blend by Clarins at the Ritz-Carlton Hotel in Toronto, the popular signature My Blend facial includes a detailed, personal consultation beforehand, resulting in the creation of a bespoke blend formulated to address traditional elements such as the guest’s skin type and age as well as their evolving individual needs.

“This in-depth, results-driven treatment leaves our guests completely regenerated,” says Maggee Byrd, Spa My Blend by Clarins’ Director of Spa. “This is absolutely a movement that is here to stay.”

Perhaps it’s no surprise that Byrd believes the trend toward highly personalized spa services and experiences isn’t going anywhere. As online retailers like Amazon, iTunes and Netflix increasingly utilize big data to refine and target their offerings and retailers offer countless options for customized products from sneakers to pop cans, buyers increasingly expect personalization options that reflect their individual tastes and preferences.

In the spa sector, of course, providing personalized services and experiences is a tad more complex than simply utilizing an algorithm or monogramming service. “Personalization isn’t just about the ‘wow’ factor, but about making a difference in someone’s life,” says Anne Bramham, founder of the Florida-based Advanced Spa Therapy Education Certification Council.

As Bramham sees it, the key to transitioning a spa successfully to a more personalized, client-focused program is education. “By understanding the constitutional tendencies of a guest, the practitioner gains insight into what treatments will not only serve their needs, but will serve their preference. The trick is making sure you do both,” Bramham says. What’s more, “[training] is an investment that builds a clientele and retains serious-minded associates.”

And regardless of an individual spa’s programs, demographics, size and staffing needs, personalized services can have a profoundly positive effect on business. “Our guests come for unique and memorable experiences,” affirms Byrd. “The personalized and customized care our staff provides sets us apart from other hotels and spas, and brings our guests back again and again.”

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Are you unfamiliar with the term halal? It’s a safe bet that you won’t be for much longer. Halal is the Arabic term for “permissible,” referring to any action or object that is allowed under Islamic law and adheres to the Quran. Although the term is most often used to refer to food and food preparation, it also covers the complex series of Islamic laws governing travel, media, prayer, finance, recreation and cosmetics – and spas are starting to pay attention.

A powerful emerging market

With the global Muslim population expected to rise to 2.2 billion by 2030, up from 1.6 billion in 2010, it’s no surprise that halal tourism is one of the world’s most dynamic global tourism segments. According to the United Nations World Tourism Organization, the growing Islamic tourism market is expected to reach a value of $181 billion in 2018, up from $36 billion in 2014. (It’s worth taking a peek at crescentrating.com, halalbooking.com or tripfez.com, all of which provide insight into current demand for halal-conforming destinations in the flourishing Muslim tourism sector.)

Not surprisingly, interest in halal cosmetics has increased in tandem, with Google searches for “halal cosmetics” rising steadily since 2013.  Consumer demand for halal cosmetics is on the rise as well, at an anticipated compound annual growth rate of 14.63% between 2017 and 2021; global Muslim spending on cosmetics is expected to reach $73 billion by 2019.

Global opportunity

While many Muslim-majority countries in the Middle East now have plenty of resort and spa options for halal travellers, there’s also significant market growth in Europe and North America. Companies like Claudia Nour’s New York-based Glow by Claudia, the California-based Amara Cosmetics and Sampure Minerals in the UK all cater to North American and European Muslims seeking halal alternatives to mainstream products.

“[Halal] requirements haven’t been addressed by big companies in the past, but now with a growing Muslim population in North America and Europe, these companies are starting to realize that it’s an untapped market, and the only way to access it is by meeting these requirements,” says Claudia Nour.

Broad-based appeal

If you suspect there’s no market for halal cosmetics in your spa, think again – halal cosmetics can appeal to a broad spectrum of conscious consumers. Because halal products are manufactured without alcohol or pork-derived ingredients and frequently utilize natural and non-toxic ingredients that conform to whudu, the practice of ritual washing at prayers, they often match or exceed standards for environmentally friendly and animal-friendly cosmetics.

“With the growing trend towards eco-friendly and natural products, I think halal cosmetics add great value to this market,” says Nour. “Halal requirements do not only apply to ingredients that are free of pork and alcohol; they also extend to business practices that will not cause harm to the environment, that [support] secure fair trade and do not cause cruelty to animals. These are all requirements for Muslims in every part of our life, especially in business transactions, so halal cosmetics benefit not only the consumer but the planet as well.”

(Image: Copyright: antonioguillem / 123RF Stock Photo)

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