2018 trend report

SPONSORED BY:

TRENDREPORT

2018

by american spa

2 | TREND REPORT JANUARY 2018 AMER ICANSPA.COM

rystal treatments, crystal-

infused products, crystal

design elements, crystal

jewelry, and crystal elixirs are

all trending in spas these days

thanks to their energetic and

vibrational healing properties.

“I believe crystal therapy has

been embraced because of

its healing aspects,” says

Kristin Petrovich, cofounder

of Själ Skincare and author

of Elemental Energy: Crystal

and Gemstone Rituals for a

Beautiful Life (HarperCollins,

2016). “Clients see and feel

the results and are provided

with a unique, oftentimes

transformative experience.”

Tapping into a much-

needed desire for healing,

crystals facilitate the

movement of energy. As

a result, they’re especially

helpful during meditation or

any type of energy

work. “I think a

lot of people are

waking up,” says

Donna Vincenti, a

reiki master who

specializes in crystal

energy healing at

Beyond Beautiful

Aesthetics (New

York City). “We’re having such

a huge shift in consciousness

that people are realizing how

the natural elements of the

world that we inhabit create

such a strong foundation of

healing for ourselves, too, and

how we’re all interconnected.”

According to her, crystals can

help provide an emotional

release and a sense of peace.

That’s just one of the

reasons Miraval incorporated

crystals into its recently

launched Path of the Jaguar

($205, 50 minutes) service.

“In the treatment, guests

select a crystal at the start

of their treatment,” says

Simon Marxer, director of

Miraval Spas. “The therapist,

a shaman, asks guests to

set an intention and breathe

that into the crystal before

beginning the energy work.

At the conclusion, guests are

invited to bury their crystal

on property as a symbol of

leaving something in the

past, or take it with them as

a reminder of the experience

and the intention they set.”

At Chiva-

Som (Hua Hin,

Thailand), spa-

goers can choose

between two

crystal therapies:

Crystal Massage

and Quantum

Healing ($135, 50

minutes), which

relies on warmed white jade

stones and therapeutic oil to

relieve muscular tension and

release trapped emotions,

and Reiki Gemstone Therapy

($138, 50 minutes), which

combines Reiki with specially

“...crystals can help

provide an emotional

release and a sense of

peace.”

programmed gemstones to

draw out negative energy and

rejuvenate the mind and body.

Manufacturers are also

incorporating crystals into

skincare products to take

advantage of their skin-

rejuvenating benefits. From

rose quartz-infused cleansers

and creams to tourmaline

masks and micronized ruby

crystal serums, this feel-good

New Agey trend is growing.

Driving the trend is the fact

that spa-goers are becoming

more open to alternative

treatments. They’re also

gravitating toward more

personalized treatments,

and crystals serve as an

ideal form of customization.

Each has its own purpose

and carries its own energy.

Body Bliss recently launched

Crystal Infusions, a custom

gemstone therapy for its

Aroma Design Bar and

Intentional Aromatherapy

App. Spa-goers can now

create their own blends of

essential oils and gemstones

for use in a convenient roll-on

tube. “Gemstone vibrations

have been used for healing

for centuries, and each

crystal has specific benefits

or qualities of attraction,

from rejuvenation and

relaxation to tranquility,

prosperity, and love,” says

Thalia A. Walkup, business

development manager for

Body Bliss. “The healing and

relaxing benefits of crystals

go hand in hand with the

spa industry’s core values of

health and wellness. Crystals

are simply another approach

to wellness, and therefore, a

natural fit for spa.” •

C

Rocking the spa industry, crystals are energizing spa-goers and giving them a reason to sparkle. BY HEATHER MIKESELL

crystal craze

PH

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ountless studies have

shown that pets can have

a major impact on the health

of their owners, with benefits

ranging from lowering blood

pressure and cholesterol and

reducing allergies in children

with early exposure to more

esoteric aspects like improving

self-esteem and providing a

sense of purpose. “There’s

a lot of science behind why

the animal-human bond is

so effective,” says Linda

Milanesi, executive director of

Assistance Dogs of the West,

which has a puppy training

program in partnership with

Sunrise Springs Spa Resort

(Santa Fe, NM). “It gives you a

sense of security and safety. It

also lowers blood pressure and

cortisol levels, which signal

the fight or flight mechanism.

It increases oxytocin, which

is the bonding hormone that

makes people feel really good

and really elevated.” As such,

it’s no surprise that some in

the wellness space are taking

notice and bringing animals

into the mix in creative, though

sometimes gimmicky, ways.

The year’s biggest buzz is

perhaps around the goat yoga

experience, videos of which

have gone viral. In the spa

arena, however, it is a different

hoofed creature that seems

to have the most legs when it

comes to wellness—horses.

While equine experiences

aren’t necessarily new, their

popularity is galloping ahead.

Wyatt Webb, director of

equine programs introduced

his Equine Programs at

Miraval (Tucson, AZ) when

it opened its doors more than

20 years ago with the simple

step of asking participants to

lift and clean a horse’s hoof.

“It seems simple, but the

horse won’t lift its hoof unless

it is approached with total

authenticity and vulnerability,”

says Webb. “If you don’t

allow yourself to tell the truth

about yourself and experience

vulnerability, you won’t be able

to connect with the horse, and

that relates to our relationships

with other people.” Sheryl

Jordan, equestrian director

at Salamander Resort & Spa

(Middleburg, VA), has also

spent most of her career

in equine therapy and has

introduced several equine

programs at this horse-country

resort. “Horses represent

strength, empowerment,

peace, mindfulness, non-

judgement, and beauty in

motion,” she says. “People

are in awe of their powerful

presence and yet gentle way

of being. The presence and

heart resonance of the horse

have a calming and healing

effect on people. Horses offer

collaborative connection and

acceptance.” For all these

reasons and more, horse

programs, ranging from yoga

and meditation in stables

and even on horseback to

horseback rides to private and

picturesque meditation and

yoga spots to equine programs

designed to help guests

achieve mind-body wellness,

From goats to horses to chickens and more, animals are increasingly becoming an integral part of the wellness experience. BY JULIE KELLER CALLAGHAN

animal magnetism

C


“There’s a lot of science behind

why the animal-human bond is so effective.”

are growing. “I think word is

getting out that the process

works,” says Webb.

But horses aren’t the

only animals making an

impact. At Sunrise Springs,

guests can commune with the

property’s surprisingly cuddly

silkie chickens and puppies.

Though not necessarily

known as therapy pets, the

chickens have resonated

with guests. “Silkie chickens

challenge our preconceived

notions about connection and

communication,” says Danielle

Simmons, horticulture and

animal interactions guide.

“Yet as soon as guests enter

the coop, they are greeted

by curious coos and excited

cackles as our silkie chickens

extend their greetings. Guests

spend time feeding and holding

the chickens while in the

coop. This unique experience

provides an increased sense

of connection, an attunement

to non-verbal communication,

and a sense of groundedness.”

Playing with

puppies is

also incredibly

engaging to

guests and help-

ful to socializing

puppies who need

to be calm and

unflappable in their future

roles. “Just being with puppies

actually makes you feel a lot

happier, a lot calmer, and it

gives you a sense of wellbeing,”

says Milanesi.

Wellness resort guests

are also not the only ones who

benefit from this animal-

human connection. It is

proving to be equally fulfilling

for industry employees.

FarmHouse Fresh’s charitable

mission includes rescuing

abused and neglected farm

animals. The

company has a

pasture on-site

at its Texas

headquarters

where employees

care for rescues

of all shapes and

sizes, providing the ultimate

in workplace wellness. In

addition to their own rescue

animals, FarmHouse Fresh

dedicates company funds

and employee time toward a

wide range of rescue projects

throughout the year where

team members coordinate

and participate in large scale

dog bed donations, animal

adoption events, foster

programs, transports (recently

of Hurricane Harvey animal

evacuees), and more.

As for the future, experts

agree that authentic animal

experiences are the ones that

will continue to thrive. “The

wellness traveler attracted

to the benefits of animal

interactions will not be looking

for goats to crawl all over them

during a yoga class,” says

Sally Fisher, M.D., medical

director at Sunrise Springs

Spa Resort. “They are and will

continue to seek out engaging

and authentic, sometimes

even transformative,

experiences with animals.” •AMER ICANSPA.COM JANUARY 2018 TREND REPORT | 11

clockwise from left: FarmHouse Fresh rescue goats, equine therapy

at Miraval, yoga in the stables at Salamander, and puppy play time at Sunrise Springs are among the

industry’s many pet projects.


ith the world around us

becoming ever more

chaotic and stressful, spa-

goers are constantly reminded

to slow down and practice

mindfulness. One way in which

spas are helping guests do that

is by offering treatments that

encourage guests to set an

intention as part of the overall

service. “Spa-goers today are

looking for a deeper experience

that transforms them mind,

body, and spirit,” says Simon

Marxer, corporate spa director

for Miraval Spas. “Setting

an intention gives guests a

more meaningful experience,

and because of that, we

envision spas integrating

work or mindfulness exercises

into their spa menus to

complement the healing

powers of intention setting.

Also, we see more and more

spas hiring shamans and

spiritual healers to guide

guests through the practice

of setting an intention

and performing more

alternative treatments.”

Miraval (Tucson, AZ),

which has been at the

forefront of the mindfulness

movement, recently launched

Vasudhara ($285, 50 minutes),

a groundbreaking water

treatment that begins with

the therapist asking guests

what they wish to leave behind

in their lives. The therapist

then lights a floating lantern

to symbolize letting what-

ever that is go. As a result,

guests are able to surrender

to the soothing treatment. At

Agave, The Arizona Spa at

The Westin Kierland Resort &

Spa (Scottsdale, AZ), guests

are invited to put their troubles

“Setting an intention intensifies

the physical, mental, and emotional benefits...”

inside an Apache Burden

Basket, which is located out-

side of each treatment room.

According to Yael,

Alkalay, founder of Red

Flower, intentional beauty

treatments address the need

to be present. “Culturally, we

are beginning to acknowledge

that a distracted,

stressed mind

takes away from

savoring life,” she

says. “Intentional

beauty calls you

back into the

moment through an

immediate and deep

reconnection to the

senses. Intentional beauty

speaks to valuing the time

you take for yourself, and with

value comes attention to the

subtle detail of the space you

create, the ingredients you

use, and the technique of

touch, the consideration of

natural quality of ingredients

being used.” Alkalay is a fan

of incorporating intentional

beauty practices into skincare,

as well. “That is why I start any

face treatment by lighting a

Spanish Gardenia candle and

setting an intention—just as

one might say grace before a

meal—to pause and appreciate

with gratitude and presence

the bounty before you.”

At Eau Spa at Eau Palm

Beach Resort and Spa (FL),

three signature intentions

Pause, Play, and Perfect

are woven throughout the

spa experience. Spa-goers

are invited to set their spa

intention at a candlelit wishing

well in the bronze rotunda,

and then the appropriate Red

Flower aromatherapy scent,

color therapy, and curated

music are paired with their

chosen intention.

These symbolic rituals

and the growing number of

treatments that incorporate

the setting of intentions are a

natural extension of the trend

toward mindfulness

and provide a

host of mind-body

benefits. “Setting

an intention

intensifies the

physical, mental,

and emotional

benefits that are

an intrinsic part

of the spa experience,” says

Marxer. “We all feel fresh

and rejuvenated after a spa

treatment, but setting an

intention makes those feelings

even more meaningful.” •

W

As today’s spas introduce an increasing number of offerings that involve the setting of an intention, spa-goers are embracing the added mind-body benefits. BY HEATHER MIKESELL

intentional beauty

The water-based Vasudhara treatment

at Miraval involves setting an intention to

let something go.

2018 trend report

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