By The Trent Trend Spotter, Nancy Trent
President, Trent & Company Marketing Communications

Businesses today have a lot of stressors to deal with from Amazon algorithms to distribution demands, disruptive weather and terror.  The International Spa Association’s annual event (ISPA) was held at the Mandalay Bay in Las Vegas days after the internationally reported mass shooting occurred there.   
 
Lynne McNees, President of ISPA, said, “There was no wavering.  Our show continued full speed ahead; we are an industry of healers and the world needs healing right now.  There is a lack of human interaction and there is no substitute for human touch.”
 
While spas are looked at as a place to relax, reduce stress and invest in one’s health, technology is playing a part in enhancing the overall spa experience.   Emerging technologies and innovations are driving demand for professionals equipped with the knowledge and skills to serve clients in the natural beauty and spa industry.
 
ISPA’s annual U.S. Spa industry study with PwC (Price Waterhouse Coopers) showed the sustained growth leading to a wealth of job opportunities.  The study highlights the record-breaking revenue of 16.8 billion USD.  The same report indicated 33,000 vacant positions for service providers. 
 
The professional beauty and spa industries have joined forces to elevate and celebrate careers in the spa industry, launching a nationwide call to action. The “Get Your Dream Job” initiative is a partnership between ISPA and the the Beauty Changes Lives Foundation which will be promoted by spas, salons, clubs and schools coast-to- coast to build awareness of extraordinary career opportunities in the spa sector.
 
“With the spa industry’s continual growth, careers in the spa business offer stability and opportunity. This campaign will spread the message about the benefits of working in spas, salons and clubs to attract job seekers looking for promising careers,” said McNees.
 
A considerable percentage of that 16.8 billion revenue comes from retail.  Spa professionals are starting to pay closer attention to what they are selling in-spa and online. 
 
During ISPA, I held a TED-talk style Q&A with Amazon influencer, Rachel Greer, Partner/Principal Consultant at Cascadia Seller Solutions.  To fight this battle against Amazon, spas need to use what they have.  This means spas need to have whatever Amazon doesn’t.   One thing Amazon doesn’t have is the ability to create an experience.  The show featured a blend of tech and tech-free experiences.

Here are a few trendy experiences spotted on the show floor:
 
Get salted
 
Allergens and pollution are at an all-time high.  Lung and skin conditions are on the rise. Cold and flu season is approaching.   People are looking for prevention and symptom relief.  Dry salt therapy, also called halotherapy, is a time-tested, alternative treatment that is in demand.  You no longer have to travel to salt caves in Eastern Europe to breathe in the benefits of dry salt therapy.  Companies like SALT Chamber for example are bringing dry salt therapy to urban environments across the world.  The company, well-known in the wellness community for its expertise in all things salt, is creating salt experiences everywhere from New York City spas to Hollywood homes.

Slow down

The brainchild of SpaRitual natural products founder and & green beauty pioneer Shel Pink, Slow Beauty is a beautiful, heartfelt book about sustainable beauty rituals, programs and philosophies that explain how to physically, mentally, and spiritually nourish the body from the inside out.  It’s about carving out small moments each day to practice mindful self care that helps with your glow. It’s the most revolutionary beauty book I have seen and is really having an impact on me and everyone I recommend it to.

Tap into your integrity 

Sounds True, an independent multimedia publishing company that embraces the world’s major spiritual traditions, introduced Kelley Kosow’s integrity movement with the launch of her book, “The Integrity Advantage” about owning who you are so you can reach your full potential. 
 
Hideaways that do no harm

The Colorado Yurt Company’s handcrafted yurts, teepees and tents provide a way to experience nature without harming it. If you live, work or play in one of their dwellings you’re inside a structure made with world’s finest fabrics that uses fewer natural resources than a traditional stick built structure. The company prides itself on creating comfortable “no trace” structures—meaning they heavily enrich your
outdoor experience, yet leave a light footprint on the environment.

Aromatherapy anywhere

EuroSpa aromatics is an industry leader responsible for filling homes and businesses with refreshing and impactful scents for more than 30 years. The company uses 100% natural Eucalyptus Oil that contains no toxic or harmful ingredients as foundation of all of their products and pairs it with only the finest ingredients.  From Eucalyptus to Lavender, no matter the scent you choose EuroSpa allows any room to deliver a stimulating spa aromatherapy experience.

Skincare that harnesses the power of probiotics 

 LaFlore skin care harnesses the power of probiotics to allow you to awaken your skin from within. Their products enhance good flora, the microbes that live on the skin, to act as the skin’s defense system to protect it from threats like unwanted bacteria and environmental toxins. These ingredients work together to help strengthen the skin’s immune system at the cellular level, allow it to breathe and restore it to a state of wellness. Give your skin a breath of fresh air with LaFlore.

Jewelry that helps you recharge

Phillip Stein has been responsible for keeping many on time for decades through their high-end time pieces. Now they are disrupting the industry to ensure we get the most out of our sleep and have the energy to power through the day. Embedded with their unique Natural Frequency Technology® the Philip Stein Sleep Bracelet harnesses and channels frequencies to help you sleep better and wake up more refreshed. If fighting the midday slump is your problem, get more balance, increased focus and improved performance with the Philip Stein Horizon Sport Bracelet. Better sleep and more energy…it’s all on the wrist!

No crossed legs, no incense, no gently bubbling fountain, thanks to Budhagirl piece of mind can come from your accessories. These waterproof, weightless, soundless bangles remind you to focus on your intentions.  The chains are made to remind you to pause, breathe and visualize.  All Budhagirl wearable accessories are proven to change your outlook as well as your style by changing your habits and how you think.

Fashion that keeps you moving

With roots in athleisure, the creators of Anatomie took performance wear to the next level – travel specific luxury.  These chic and comfortable clothes are made for traveling light.  You can fit a week of really chic and versatile work and play clothes in something slightly larger than a shoebox.  They are incredibly easy to pack and quick drying to boot.

Health and beauty in one shot

Get head-to- toe beauty in one shot with Aethern®. Put down the cream and pills and pick up a test tube that functions like a cup. Aethern is the only all-natural drinkable food supplement for skin that delivers a beauty vitamin mix that keeps the skin hydrated, radiant and firm. Aethern is all natural, works faster than any pill or powder and has been a go to for Hollywood royalty like Cate Blanchet because it delivers all the critical nutrients women need in one drinkable dose. You can take it directly as a shot or mix it with water or juice. No matter how drink it just make sure to toast daily to better skin with Aethern!

Toxin free skincare

Kanya’s skincare products do more for you than just help skin reach its potential. The company uses virgin, holistic ingredients to make luxurious oils, scrubs and tonics that moisturize and enhance the body’s chakras! Besides working to improve your skin and the state of chakras the brand wants to improve the world. A percentage of Kanya’s profits go to the Indian Dreams Foundation- a charity that works relentlessly toward education, health, and menstrual hygiene awareness in urban slums and rural areas of India.

Certified organic facials with instant and lasting results? You’re awake and Nelly De Vuyst has made this dream a reality with their new Biotense collection. The products in this groundbreaking collection are made with organic ingredients that contain antioxidants, vitamins, amino acids and essential minerals to naturally rebalance and even out the skin complexion. Nelly De Vuyst Biotense has been the go to for skincare professionals for decades, but this line will allow your favorite spa to offer “green” facials that are good for your skin and the planet.

Luzern Swiss skin care is transforming the world of beauty for the better. The luxury skincare line’s Clean | Cold Formulated™ technique ensures ingredient potency and that their products are free of additives, irritants, and toxins. From moisturizers to brow enhancers, while Luzern offers many products they all uphold the brand’s promise of better, purer skin care products and healthier, more beautiful skin without harming the planet.

Esthederm’s patented cellular water mirrors the make-up of the water already in your skin and helps to maintain your youthfulness and enhances the effectiveness of all of our products. Their natural line of skin care products is made with skin-friendly formulas that respect the skin’s integrity provide it with constant protection against ageing, optimize its cellular metabolism and strengthen its ability to adapt and improve its resistance to environmental stressors. Esthederm works just as hard as you do!

The next annual ISPA event will will be held Sept. 24 – 26, 2018 | Phoenix Convention Center, Phoenix, AZ.

Nancy Trent

Nancy Trent

President, Trent & Company Marketing Communications

Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, a New York-based marketing communications firm with an office in Los Angeles.  Trent & Company grew out of Nancy’s personal commitment to helping people live longer and healthier lives.  A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns. Nancy can be reached at (212) 966-0024 or through e-mail at nancy@trentandcompany.com.  You may also visit http://www.trentandcompany.com.