A Time to Reflect: DAYSPA Celebrates an Anniversary

In 1996, Oprah started her book club, Americans were busy learning the Macarena, and DAYSPA emerged as a magazine designed to serve a blossoming industry. Pop culture trends may have come and gone—see our anniversary feature for some memorable ones from over the past two decades—but DAYSPA is still here, serving a bigger (and better) arena. To commemorate our big birthday, we checked in with seasoned folk to learn how spa, wellness and technology have evolved. Behold, their insights into how exactly we got to where we are—and what role DAYSPA played in that transformation.

“Technology has altered everything from the treatment experience, to the way we shop, to the way we market our spa offerings. Yet, technology at the spa is a double-edged sword—it is spa pros’ responsibility to remind consumers that spa services are intended to help them unwind and disconnect so that they may fully reap the rewards of wellness.” —Katherine Tomasso, national director of education, Yon-Ka USA

“In the last two decades, we’ve seen spas transition into the hospitality industry. They’ve become a part of all major properties—a necessity rather than a luxury.” —Noel Asmar, founder and CEO, Noel Asmar Uniforms

“Estheticians and spa pros have begun to work more closely with medical professionals over the past two decades. The combo of beauty and medical services has proved to be a golden opportunity, benefiting both industries and ultimately pre-empting the merger of fitness and spa.” —Pat Lam, president, Lam Skin Care

“Our journey with DAYSPA began on day one. You have been empowering valued professionals with increased business and service expertise ever since! Wishing you another 20 years of success… Félicitations!” —Philippe Hennessy, co-owner, Pevonia International

“The ornate packaging that was once the mark of elite beauty products has made way for simplistic, clean and eco-friendly packaging as consumers and pros become more aware of waste. We’re turning toward simple glass bottles and cleaner lines.” —Dasha Saian, CEO, SAIAN

“Back then we didn’t have web pages, email blasts or Groupon. Now, we have instant access to clients via social media, and lasers in the treatment room! In a world that’s changing so quickly, we need a place where we can come together and navigate new advances, while being reminded of tried-and-true practices. DAYSPA is that place!” —Chris Pachuilo, vice president, HydroPeptide

“The matter of when, where and how we deliver services has changed forever—evidenced in booking apps, demand for at-home services, multi-door franchises providing ‘massage for all,’ and technology driven skin services. The business models that are thriving are those that adapted quickly and found their niche.” —Annet King, senior director of global education, Dermalogica

“Women used to be whisked away to a spa’s back room for hours. Now, treatments are often performed in plain sight, so clients—women and men—can interact, ask questions and receive amazing skin treatments in under 30 minutes!” —Lydia Sarfati, founder and CEO, Repêchage

“The integration of ‘high-tech science’ into the spa industry has brought improved results for clients and the ability to impact aging in very positive ways.” —Charlene DeHaven, MD, FACEP, clinical director, Innovative Skincare

“Spas used to be almost exclusively individually owned and operated, but now there’s space for everyone—a result of franchises, investment companies and brand mergers. Additionally, it’s impressive to see the growth in share in the leisure space with spa, reaffirming spa’s place of importance in society today.” —Rose Fernandez, vice president and general manager, North America, Jurlique

“With the diversification of cosmetics retailing, the landscape has changed dramatically for the consumer. Spas have to keep their clients from straying by offering exceptional levels of service, expertise and staff education—and even online shopping options—to foster the trust that was once automatic.” —Karen Asquith, national director of education, G.M. Collin

“There has been a big shift toward organic and natural products and services. Driven by consumer demand and overall global awareness of the benefits of a more natural approach to skin care, the past two decades have seen an unprecedented growth in this market.” —Szilvia Hickman, owner and senior vice president, Ilike Organic Skin Care

“American women and men have finally realized that spa treatments aren’t just for the rich and famous. More spas have cropped up, making services available and affordable. Products and technology have improved to a point where they really do deliver results. When you look good and feel good, you do good for yourself and others.” —Deb Swan, national accounts manager, Nufree finipil

“The explosion of the internet and social media is the largest shift our professional market has seen—retail users and licensed professionals alike can go online to investigate the latest trends and beauty regimens.” —Susanna DiSotto, director of marketing, Conair

“Nowadays, our interaction with our guests, our brand image, and the way we develop and launch new products and services is all driven by technology. With the rise of social media and instant access to information, spas need to develop a core message and strategy for communicating that message across a variety of media and channels.” —Trena Ross, spa director, L’Institut Sothys New York

“We started DAYSPA as a forum—a place where spa owners, industry suppliers and other experts could share ideas. Editors and writers talked with spa owners so they could share information about successful services, staffing and training challenges, and equipment and products. That information helped jump-start the entire industry.” —Linda W. Lewis, founding editor, DAYSPA

“An important change has been the need to assess clients’ needs—taking into account nutrition, lifestyle, stress, skin and more—and provide them with customized programs. Clients today want a complete lifestyle change in one place, and the spa is the only industry to deliver this concept.” —Linda T. Nelson, PhD, RND, chairman, M’lis

“Skin care used to be viewed as a complete luxury. Thanks largely to more editorial coverage of treatments and products, today’s knowledgeable consumers see skin care as a necessity.” —Joel Lachman, president, Guinot USA/Lachman Imports

“The biggest change is the swing back to the true roots of the spa tradition—the industry has moved from a nexus of ‘pampering’ to one of wellness and well-being.” —Shel Pink, founder, SpaRitual

“When I first started formulating, ingredients were derived from animal, fish and synthetic oils. Now we have peptides, fruit acids, stabilized enzymes, natural lighteners, botanicals and encapsulated vitamins—to name just a few improvements and innovations.” —Debbie Fitzpatrick, vice president of sales and marketing, Botanical Science, Inc.

“There are too many spas that don’t know what they’re doing. Anyone with a facial room or massage room calls themselves a spa, and it puts me in same category. I resent the ‘just pampering’ fluffiness. There has to be some sophistication too, as well as a distinction: you have to be able to identify what is a real spa and what is a spa in name only. You have to have a Jacuzzi, steam room, sauna, 7-10 rooms and every type of treatment—that’s a spa.”—Tova Yaron, owner of TOVA DAY SPA, at Silicon Valley San Jose Fairmont

“In the ‘90s, my natural approach to skin care was considered backward and old-fashioned. Today, we get emails every day from pros who want to incorporate more holistic procedures and products into their practices. I’m deeply grateful to DAYSPA for the way it educates spa professionals about natural ingredients and holistic procedures.” —Elina Fedotova, founder and president, Elina Organics

“The number and variety of treatments have increased tremendously in the last two decades. Spas have branched out to make services like red light therapy and infrared body wraps standard offerings. From an insurance perspective, this isn’t without drawbacks, as equipment isn’t always the best quality!” —Chris Beshore, vice president, Insurtec

“Spa guests expect more—quick treatments with immediate visible results—with little downtime. They have become much more skin savvy, and they want more specific rather than general care, which is why we’re constantly working on new formulations that provide individualized care for each guest or patient.” —Gül Zone, president, DermAware Bio-Targeted Skin Care

“In the past 20 years, spas have come to understand the most important thing is not the services they offer, but the experience—by raising the perceived value of spa services, clients are now reaping feelings of total wellness and pampering.” —Tony Cuccio, CEO, Star Nail and Cuccio Naturalé

“There’s a more holistic approach to health with a blending of services and products, including supplements, that promote lifelong wellness. Things aren’t compartmentalized any more, but rather recognized as being part of a whole on the journey to health.” —Jane Iredale, founder and president, Jane Iredale Mineral Makeup

“There has been a huge mental shift from thinking that a spa treatment is purely a luxury item for a few to knowing and appreciating that it’s truly a wellness regimen for all.” —Lynda Solien-Wolfe, vice president, massage & spa, Performance Health

“As the skin industry expands and more clients seek noninvasive modalities, the number of innovative skincare formulations grows too. Science is currently discovering groundbreaking ingredients and delivery systems to reverse the effects of environmental assaults, intrinsic aging and imbalanced skin. These new powerful professional formulations are setting back the skin aging clock for all skin types and ethnicities.” —Christine Heathman, CEO, GlyMed Plus Professional Skin Care

“Science keeps showing that stress can lead to major health problems, so we’re noticing the spa industry increasingly promoting its services as a wellness maintenance and illness prevention option.” —Nadia Fathallah, category manager for hair removal, skincare and pedicure, American International Industries

“When we first brought our organic and biodynamic products to North America about 20 years ago, people literally laughed at us, saying that the products looked like jams and jellies, and couldn’t actually change your skin. Now it’s common knowledge that such formulas can make a real difference!” —Boldijarre Koronczay, president, Éminence

“I’ve worked with the DAYSPA editors over the past 20 years and I can truly say they’re the most driven, helpful and concerned staffers I’ve ever used. I share this information with my private label customers and I see they have also benefited by advertising and reading DAYSPA. I compete with multibillion and multinational cosmetic companies but I always feel like I’m treated with focused and individual attention when I work with DAYSPA, keep up the great customer service and informative magazine that you are! Botanical Science, Inc. appreciates all your great efforts!” —Debbie Fitzpatrick, vice president of sales and marketing, Botanical Science, Inc.

“For 20 years DAYSPA has had its finger on the pulse of the industry; its efforts have helped to ensure that its dedicated network of spa professionals had the tools to elevate the American spa experience back then and they are still doing this today. Happy Anniversary, DAYSPA! And many thanks for all your contributions including a dedication to spa and wellness education for the betterment of spas everywhere.” —Katherine Tomasso, national director of education, Yon-Ka USA

“Men’s services have become the norm! It’s no longer taboo for XYs to hit the beach, the golf course and the pedi chair.” —Shannon McLinden, president and founder, FarmHouse Fresh

“There’s a growing trend among individuals to indulge themselves with spa treatments and/or wellness retreats. Wellness is about making healthy lifestyle choices and maintaining one’s well-being physically, mentally or spiritually. Spas used to be seen as places only the privileged could go to be pampered. Now with the growing trend among individuals to indulge themselves, spas have become increasingly popular among all age groups. The most significant change is that more people around the world have started to recognize the importance of wellness, which can be achieved through a variety of treatments that spas offer. Treatment providers are more compassionate and caring.” —Kelly Roberts, chief operating officer, The Mission Inn Hotel & Spa, Riverside, CA

“DAYSPA has proven to be a valuable resource to spa owners and the spa industry. Its articles are always very informative and interesting, and the layout of the magazines is attractive. Above all, they have outstanding customer service—that’s why our company continues to work with them.” —Pat Lam, president, Lam Skin Care

“There has been a major shift toward educating consumers on the benefits of well-being. Putting wellness- and medically-oriented treatments on the menu means spa-goers have more choices with therapeutic value, and spas have greater opportunities to further define themselves as wellness necessities.” —Brenda Elliott, CEO, Universal Companies

“DAYSPA has such great articles, from the inner workings of day spa operations to how specific ingredients are effective in client treatments. It’s a fabulous resource those of us in the industry.” —Shannon McLinden, president and founder, FarmHouse Fresh

“Back in the ’90s, expert information and industry trends were hard to come by, so having a source like DAYSPA was an instrumental tool for spa professionals and spa owners to build and develop their businesses. Today, with the ease of access to social media, DAYSPA still provides a great portal to industry insights. As a spa products company, it also gives us the opportunity and the space both digitally and in print to showcase our offerings and reach out directly to true spa professionals and salons/spa owners.” —Nadia Fathallah, category manager for hair removal, skincare and pedicure, American International Industries

“Nothing is the same as 20 years ago. When I first opened in 1980, spa was all about looks—if you spent money, it had to show. Now people appreciate what’s going on underneath the surface—they want to prevent skin and health problems. And insurance companies, too, are starting to acknowledge, that yeah, this is good for you!” —Tamara Friedman, owner, Tamara Spa+Wellness, Farmington Hills, MI

“There have been so many changes, but perhaps the biggest is the variety and number of spas compared with 20 years ago. Not only has the spa concept been merged into hair and nail salons, but also into dental and medical offices, airports and more. Additionally, with the proliferation of franchises spas that offer lower prices and daily discount merchants who provide high volume deals for spa services, today’s spa owner has to be more diligent and creative in marketing and keeping their clients than ever before.”—Felicia Brown, owner, Spalutions

“All spa owners and estheticians would be better served if they reviewed the educational articles in DAYSPA on a monthly basis as this would provide them with concrete information regarding the latest trends, product ingredients, and suggestions for business development that would keep their spas on track and profitable.” —Karen Asquith, national director of education, G.M. Collin

“In such a diverse industry, it’s critical that professionals stay abreast of the latest information to benefit their clients and grow their businesses. DAYSPA provides cutting-edge articles to keep spas and their staff current on treatment trends, marketing ideas, education, business operations and regulatory affairs. It’s a great source for spa industry news!” —Marti Morenings, Founder & Chairman, Universal Companies

“The spa experience has now become an accepted and sought after lifestyle option for the masses. The public is more educated on the need to maintain the health of not only their skin, but the wellness of their bodies.” —Bruce Schoenberg, owner, Oasis Day Spas

“The delivery of service has matured greatly. Twenty years ago you went to a spa and had a treatment. Now you pre-book your spa experience and anticipate the lovely orchestration of activities and services all designed to work together to give you an overall experience you can’t find anywhere else.” —Paul Schmidt, executive director, Green Spa Network

“DAYSPA keeps you connected to the industry. The magazine covers so many perspectives that are valuable to everyone from vendors to spa owners, and everyone in between. Who can resist the success stories in ‘Retail Rockstar’?!” —Jane Iredale, founder and president, Jane Iredale Mineral Makeup

“DAYSPA is the top resource in reporting up-to-date, hot trends and topics in the industry. It also provides vital insight on the best product introductions and innovations. With an industry that is constantly evolving, a publication like DAYSPA is beyond valuable.” —Amos Lavian, CEO & founder, Dermelect Cosmeceuticals

“People have woken up to the fact that running to the doctor is not always the best answer. The move toward self-care and non-allopathic medicine has translated to a healthier lifestyle, more visits to the spa, and an overall awareness of life and longevity.” —Allan Share, president, Day Spa Association and International Medical Spa Association

“In the early ’90s, the spa industry boomed. Since then, spas across the country have sought variety and diversity in the form of products that would set them apart, and in specialized treatments.” —Sonia Boghosian, president, Bio Jouvance

“Today’s customer is very busy and seems to prefer more results-oriented treatments, as opposed to the exotic therapies offered in the ’80s and ’90s. We have simplified our menu, and made our site mobile-responsive, because now clients want to do everything from their phones.” —Linda-Anne Kahn, president, Beauty Kliniek, San Diego

“The most important change is that we have actually become an organized, global industry. People are taking us seriously, thanks to landmark research of its economic impact, and its role in the worldwide wellness conversation.” —Susie Ellis, president, Spafinder Wellness, Inc.

“The biggest change is technology. It has affected everything. Twenty years ago we didn’t have web pages, email blasts or Groupon to help us manage and grow our business. Now we have instant access to clients via social media. Technology has also affected the treatment room. There have been advances in lasers, icrodermabrasion dermal fillers and ingredients. It’s exciting to think what the next 20 years will bring! —Chris Pachuilo, vice president, HydroPeptide

“In the Great Recession of 2008, discretionary spending for spa services was hit harder than that for other ‘essential’ beauty services, and it forced day spa owners to really become creative in their offerings—in terms of price, content and combinations that appeal to a wider variety of clients.” —Amy Hamaker, former DAYSPA executive editor (2005-2007)

“The evolution of the internet has changed the way we do business—our team can enhance an experience with online training or webinars, and become instantly aware of relevant trends and product knowledge. Thanks to this increased access to information, guests come well informed and knowing exactly what they want from their services. It has raised the bar.” —Viviana Quesada, senior spa director, Four Seasons Resort Punta Mita

“The biggest change in the past two decades is the savviness of the spa-goer. They know what they want and what to expect, and they see ‘spa’ as a lifestyle rather than a luxury. Today’s spa directors need to create genuine and nurturing spa journeys for their guests, so they can leave more enlightened than when they came in.” —Cecilia Hercik, director of spa, Miraval Arizona

“The demand for green products more than quadrupled in the past 20 years, and the spa industry is actively trying to meet this demand. On the other end of the spectrum, medical aesthetics has become much more popular with the rise of chemical peels and utilizing ingredients such as ceramides, hyaluronic acid, and alpha and beta hydroxy acids.” —Jerry Nezaria, president, Shira Esthetics

“The biggest change has to do with staffing… on many levels, but particularly involving an enormous shift in belief systems. Attitudes and behaviors have had to change on the part of both the employer and employee due to global, cultural, generational and workplace shifts. Establishments are finally having to treat their staff like the family they are and consider their health and well-being just as carefully as they would their own families. If they don’t, they won’t be able to recruit the top tier candidates, they’ll receive push-back from existing staff members and they’ll be dissed online by their past staff members. Twenty years ago, staff were treated like worker bees and not recognized for the business assets that they really are.” —Leslie Lyon, president, Spas2b

“To me, the true, sweeping change has been the integration of the spa concept into American culture. It’s no longer necessarily about visiting spas themselves; it’s about living a spa-influenced lifestyle—and these days, that includes everything from how we care for our physical, emotional and spiritual needs to how we relate to others and the world as a whole. In short, ‘spa’ is no longer an outing—it’s an approach to life!” —Linda Kossoff, former DAYSPA editor (1999-2016)

“The biggest change in the past two decades is the changing of the guard from first generation spas run by “grand dames” like Noelle DiCaprio of Noelle the Day Spa and Deborah Szekely of Rancho La Puerta to the more corporate world of spa we’re seeing today. Franchises, hospitality management companies and retailers now operate the majority of spas. They bring efficiency and structure, yet some CEOs who lead these firms do not have a passion for wellness nor a background in the spa industry. Spas of the future need leaders with intention, passion and strong business skills, yet competency gaps abound.” —Nancy Griffin, principal, Contento Marketing

“Today’s spa-goers are much more sophisticated than they were 20 years ago. It’s rare to meet somebody who hasn’t been to a spa at least once, and most of our regular spa guests now have a wide variety of spa experiences. Spa guests know what they want, have higher expectations and more sophisticated palates. But perhaps more importantly, our guests are realizing that spa treatments have true therapeutic value for overall wellness, and aren’t just about pampering anymore.” —Sheila Cluff, founder, The Oaks at Ojai

“DAYSPA has been and always will be the premier choice for spa industry professionals and business owners alike. Their variety of content is far-reaching; its team of innovators is always ahead of the curve; and creatively it’s always on-point. It has experts in the field and in the books—a necessary combination for long-term success. Congratulations!” —Leslie Lyon, president, Spas2b

– By Katie O’Reilly