The new generation of spa-goer 12 to 27 years old) is savvier than ever, which means that traditional marketing strategies may not be enough to draw them into your spa. Luckily, Generation Z responds well to authentic and fresh initiatives, so you can get creative with the ways you connect to them.
Log in to view the full article
The new generation of spa-goer 12 to 27 years old) is savvier than ever, which means that traditional marketing strategies may not be enough to draw them into your spa. Luckily, Generation Z responds well to authentic and fresh initiatives, so you can get creative with the ways you connect to them.
In short, Gen Z is well versed in social media, budget conscious and looking for fun group activities. With that in mind, try these three marketing strategies to attract more Gen Z clients to your spa.
1. Pretty Video Demos
First and foremost, Generation Z is incredibly tech savvy, so connecting with them on social media is a must.1 Quick, beautiful videos are the best way to get their attention; wellness education is good, but treatment demonstrations are even better.
"Attracting younger customers to the spa is going to be all about marketing in ways that these consumers respond to. Social media is the perfect tool for connecting with them, and teaching them about the benefits of self-care and wellness is great," says Jenny Leazer-Ragolia, NCEA-certified licensed esthetician. "More importantly, though, it’s all about showing consumers what they can expect when they get a service, whether that’s before and after pictures or experiential content like behind-the-scenes footage, demos, etc."
These videos can be quick—just 15 seconds—and as long as you are authentic and having fun, younger clients will engage.1 You don't even have to show an entire treatment; showcase portions that include visually interesting tools or techniques, like gua sha, cryo globes, singing bowls, crystals and similar enhancements.
2. Updated Sales & Pricing
The world of wellness is, in general, considered something of a luxury, and it's very likely that younger clients don't believe they can afford regular spa visits. "One potential hurdle for our industry to overcome is that spas have previously been packaged and marketed as being luxury or exclusive, but Gen Z is more interested in experiences that feel approachable and accessible," notes Leazer-Ragolia.
In terms of logistics like this, take some time to consider how you can address their needs, like the fact that they are likely on a budget and may need appointments at odd hours, like in the evening after school.1 If you're able to offer workarounds, be sure to call it out on your menu, (mobile-friendly) website and social media platforms!
Furthermore, a recent Mintel Beauty Consumer survey reports that Gen Z is incredibly comfortable using mobile wallets, so make sure you make that offering clear as well.2
That same survey also found that Gen Z clients are likely to impulse buy, and bringing a sense of urgency to your sales can be very beneficial.2 You don't have to do this for every retail item you sell, but some fanfare around new launches and sales promotions will go a long way. Even a big announcement—on social media, of course—when bestsellers are back in stock will certainly catch younger clients' eyes.
3. Fun Social Events
Like many of us, younger clients are craving human connection. "Gen Z is desperate for social experiences; some serious emotional healing, rest and recovery; and some joy—and spas need to creatively rethink how to deliver that," says Beth McGroarty, VP of research at the Global Wellness Institute (GWI). "Much of the boom in wellness these last 15 years has been because fitness and wellness spaces/studios have provided that ‘third place’ to go for human connection."
So, think about how you can incorporate social opportunities into your programming. You probably already have certain areas that lend themselves well to group experiences. "Spas need to think more like the new social wellness clubs that bring people together around all kinds of shared wellness, whether sauna bathing, cold plunges, soundbaths, lounging while taking recovery treatments, etc.," explains McGroarty. "This generation is also famously rejecting alcohol and late, boozy nights at bars; they seek social alternatives revolving around wellness, so creative social evening wellness experiences attract them."
This ties in nicely with those later appointment times mentioned above. Consider offering group events—fitness, sauna, hydrotherapy, and more—in the evenings or even at night. Throw in some healthy mocktails and an Insta-worthy setting, and you'll find plenty of young "spa-rty" goers ready to attend.
"While spas and wellness centers are desperately needed places for younger gens to unplug and put the phones away, many Gen Zer’s still want an Insta-worthy experience to record and share," adds McGroarty. "I was talking to the owner of a wellness resort who happened to install a big art installation of the letters LOVE. Guests rushed to take photos in front of it, their posts went viral, and it became an actual reason they came!"
References:
- https://www.skininc.com/business/marketing/article/22882574/3-steps-for-marketing-spa-services-to-gen-z
- https://www.wellspa360.com/news/research/news/22866937/mintel-group-ltd-gen-z-prioritizes-sustainability-convenience-in-aesthetic-purchases
