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“Spas give the person who’s interested
in CBD or who might benefit from it
the opportunity to shop for it in a
comfortable environment.”
— JACLYN LOUNGO
knowledgeable now," says Kreider. "They want to know
the ins and outs. If you have a company that has tracing
and testing in place, you know the farmers that are growing
your hemp are licensed. [Having] that trusted source is
really important. Make sure you’re looking for a product
that has a clearly marked amount of CBD on the label;
[make] sure that you know from the start of that seed to
the finished product, you can go back and verify that what
they say is in that product is in that product.”
So, once a product has tip-toed through a mass of strict
regulations, been vetted by a trusted spa professional and,
finally, used as part of a massage, facial or nail service,
what can spa-goers expect in terms of results? Does CBD,
you know, work? Kreider, who has a background as a registered
nurse, is quick to tout a broad range of benefits.
“There are so many ways in which I’ve seen it help individuals.
It helps so much with anxiety, with sleep, with
pain relief. We have medical professionals that are referring
their patients to us for pain relief because of the
opioid issues happening within the United States. As a
nurse, seeing that shift in being open to alternative pain
relief is amazing. It honestly blows my mind.”
CBD’s effectiveness as a skin care solution is a big part
of what drew BABOR to incorporate it into their new line.
“It’s a very potent antioxidant; it’s an amazing anti-inflammatory,”
says Rushworth. “We use it to soothe
irritation, to reduce redness and calm the skin.”
For those who may still be skeptical, Duncan encourages
the uninitiated to keep it simple. “They may not know
where to start, so I try to make them understand that it’s
just a simple swap. Swap out the massage oil for CBD oil.
Swap out the body mask for a CBD body mask. This is
where their trusted spa and therapist come in.”
It’s true that in 2018, as noted at the beginning of this
article, less than 20 percent of U.S. spas offered CBD treatments
or products. But it’s also true that 43 percent of respondents
to that year’s ISPA U.S. Spa Industry Study
cited CBD products and treatments as the next big trend
that will shape the U.S. spa industry. If you ask Luongo or
Kreider, that 43 percent was onto something. “Those who
thought it was [a fad] see that it’s not, that there’s validity
to it.” says Luongo.
“It’s not a fad,” says Kreider. “It’s taken some time, but I
believe [CBD] is here to stay.”
REOPENING INSIGHT:
DRIVING RETURN CUSTOMERS BACK to your spa is critical
to a successful reopening, and value-added promotions are
a straightforward, profitable way to entice them. CBD addons—from
oils to masks and aromatherapy—are hotter than
ever despite COVID-19. Consider running a value-add campaign
with a complimentary CBD add-on of the guest’s choice.
Not only is the profit per add-on high, but it also requires no
additional personnel or treatment time, making it perfect for
spas already hamstrung by added sanitation time between
treatments.
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