4 Spa & Wellness Treatments That Appeal to Generation Z

May 3rd, 2024

Young African woman in Studio doing body care with refreshing facial mask for young and beautiful skin and relaxation

Gen Z clients are looking for very specific yet fun ways to boost their well-being.

By sofiko14 - stock.adobe.com

Gen Z clients, whose ages range from 12 to 27 years old, are entering spas looking for very specific yet fun ways to boost their well-being—and they are increasingly savvy. Not only are they looking for ethical, sustainable brands that can back up their claims,¹but they also prefer affordable, quick services that can be easily tailored.²

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According to Beth McGroarty, VP of research at the Global Wellness Institute (GWI), Gen Z is also rejecting some of the wellness ideals that became mainstays in previous generations. "Younger gens are vocally pushing back against the last (millennial), Goopy decade of hyper-optimized, high-pressure, super-commodified wellness, which they see as part of the wider, destructive burnout and 'hustle' culture," she explains. "They’re exhausted from chasing perfection. Instead, they’re recasting true wellness as a messier, more joyful, simpler and more affordable affair."

As this new generation of spa-goers starts wielding its spending power, wellness businesses must keep up with their needs and preferences. Get started by taking a look at your offerings menu and refreshing it with the following four treatment plans that younger guests will love!

1. "Softcare" Programs

As McGroarty mentions, Gen Z is looking for wellness offerings that feel good and allow them to have fun, which she and the GWI have dubbed low-fi wellness, or softcare. "You see this demand in the trends that just keep exploding on TikTok, whether the simple walk (from 'hot girl walks' or silent walks) to the unprecedented obsession with rest and sleep (the many versions of 'bedrotting,' just lying around doing nothing) to slowing down fitness with trends like cozy cardio, which is more about gentle, candlelit group workouts than grueling regimes. We call this Gen Z version of wellness 'softcare,' and it’s where emotional, social and spirituality matter most," she says.

The good news is that spas already offer a range of treatments that can fall under the softcare umbrella, such as:

Gentle stretch yoga or qigong classes
Sleep-promoting treatments, aromatherapy and retail accessories
Mindfulness practices like meditation, nature bathing or journaling

2. Specialized Body Treatments

Jenny Leazer-Ragolia, NCEA-certified licensed esthetician, notes that Gen Z is seeking self-care at younger ages than before, thanks to social media. "Some of social media’s biggest consumers—Gen Z and even Gen Alpha—are gravitating more and more toward wellness activities they’re learning about from their friends, celebrities and other influencers," she says. "I see a big draw for spa treatments like nail care, massage—particularly specialized massage like lymphatic drainage—as well as other body treatments. Head spas, too, seem to be generating a lot of buzz with younger consumers."

So, head to social media to see what's trending! Plenty of lymphatic drainage techniques and devices are generating interest across all age groups, as well as scalp wellness treatments involving targeted serums and oils, LED therapy, jade combs and even high frequency.

Leazer-Ragolia also points out that IV therapy is growing in popularity, which fits into the quick and convenient category that appeals to Gen Z. Plus, IV infusions can address everything from immunity and energy to skin health and sleep.³

3. Teen Facials

A super simple way to start appealing to a younger clientele is to offer a teen facial, which can be adapted from your own signature facial or a completely new offering.⁴ Teenagers are typically most concerned about addressing acne, but hormonal fluctuations can also cause rosacea, psoriasis or eczema flareups as well.

Your teen facial should of course avoid harsh peels and exfoliants, as well as more intensive devices and modalities. There must also be a product education component, since a lot of teens are taking advice from TikTok and using anti-aging ingredients that can be harmful for their young skin.⁵

4. Group Activities

Interestingly, Gen Z is hitting the gym regularly—more than other groups—and they prefer group settings as well a hybrid scenario where they have added support at home.⁶ "Wellness activities like boutique fitness (Pilates, barre, yoga, etc.) are a big draw for this population," notes Leazer-Ragolia.

But it doesn't stop at fitness. Younger guests want social components to a range of wellness experiences. In fact, Mcgroarty says that Gen Z is known as the "lonely generation," so intentional connection is of utmost importance to them.

"This is why we see so many new social wellness clubs and concepts, where the social aspect is the biggest part of whatever wellness experience is on offer," she says. "It’s why we see a global boom in new social bathhouses, like Toronto’s Othership (expanding in the US), which attracts a passionate young crowd with its tribal sauna bathing, ice baths, guided breathwork and group intention setting, which is a cathartic communal experience that feels like group therapy."

It may seem daunting, but remember that this age group prioritizes a fresh, fun experience, so you should have fun with it too! Get creative by combining softcare with group experiences, or hosting a teen spa day where friends can receive tailored facials together.

Regardless of how you do it, incorporating these services into your spa menu will help you cater to this new generation of spa-goer.

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