Pulse August 2025 | Page 59

SUNSCREEN ISN’ T JUST a poolside convenience— it ' s a vital element of the modern spa experience. From enhancing post-treatment care to driving retail sales and even supporting guest loyalty, spas are finding innovative ways to weave sun protection into both their service and retail strategies. In a Pulse survey at the start of summer, 13 spa directors shared insights on how suncare contributes to guest satisfaction and business success— and the challenges and opportunities that come with it.

SUN PROTECTION AS A SERVICE STANDARD For many spas, sunscreen begins at the treatment table. Eleven spa leaders said sunscreen is applied during or after specific treatments, especially facials. As Lindsay Neeley, director of spa, wellness and retail at Conrad Orlando, noted,“ Our spa features 12,000 square feet of outdoor amenities, so providing SPF is essential. We offer stations for guests to apply before going outside.”

This commitment extends beyond application. Eight directors reported integrating SPF recommendations into post-treatment conversations and retail scripts. Therapists and estheticians often suggest specific products tailored to guests’ skin types and needs. At The Rosefinch Spa, for instance, Kristen Eber emphasized the importance of“ letting clients touch, feel and smell the product. They always fall in love when they see how weightless and sheer it is.” Escarle Silva, owner of Alira Med Spa, added,“ Most important [ is ] talking to our clients about the importance of daily use.”

RETAIL STRATEGY: From sampling to storytelling Retail sales of sunscreen can be a powerful driver of guest spend— when done thoughtfully. Many spas use sampling tools and product testers to encourage purchases. As Jenna Fox, spa director at Renaissance Montgomery Hotel & Spa, observed,“ Keeping testers out with the items for sale really helps guests want to purchase.”

Placement and merchandising also matter. Natalee Headley of Spa at Grand National shared that a poolside cart has proven effective at placing sunscreen directly in front of guests. Tammy Pahel of Carillon Miami Wellness Resort noted that in Florida,“ we sell it in the spa boutique and our corner store just off the lobby.” Rob Willis, spa director at Wine & Roses Spa, finds success by“ creating summer displays, like hats, bathing suits and sunscreen to tell a story.”

Michelle Frye, director of spa and retail at Hotel Del Coronado, shared how brand partnerships enhance retail success.“ We’ ve had an amazing partnership for over 10 years. Their onsite training is crucial so our team can recommend a product after every service.”

Still, some spa directors acknowledged challenges— especially balancing luxury price points with guest expectations. Tracy Harper, director of spa and wellness at Renaissance Ross Bridge Golf Resort & Spa, highlighted the need for products“ luxurious enough for a resort setting but priced where a guest will purchase it.”

GUEST EXPECTATIONS AND SEASONAL TRENDS Seasonal fluctuations play a role in sunscreen retail. Ten directors reported increased interest in summer, while several, including Spa at the Shoals’ s Jamie Schell, also see spring spikes as guests gear up for outdoor activities. But for resorts in sunny climates, like Florida’ s Carillon Miami Wellness Resort or Conrad Orlando, sunscreen remains a year-round essential.

However, offering complimentary sunscreen in outdoor areas can affect retail.“ Guests don’ t want to purchase sunscreen when they know it’ s available complimentary at areas of the resort,” noted LaChell Talley, spa director at Waldorf Astoria Park City. The key, many agreed, is to position retail offerings as higher-end or specialty options that complement amenity products.

EARLIER THIS YEAR in USA TODAY, reporter Alyssa Goldberg wrote about WWE star and actor John Cena, who faced two skin cancer diagnoses that transformed his approach to sun care. The cancers, identified during routine dermatology visits, were a wake-up call.

“ I received the phone call twice,‘ Hey, you’ ve got to come back, because the biopsy came back cancerous,’” Cena shared. The experience led him to adopt sunscreen use as a daily habit— something he says he had long neglected.

Now the face of a Neutrogena sunscreen campaign, Cena is using his platform to urge others, particularly men, to prioritize sun protection.“ My perspective on life has changed, but it took some real sobering news,” he said.“ I don’ t want anybody to get there.”

Cena advocates making sunscreen part of everyday routines to help reduce risks of skin cancer, which disproportionately affects and kills men at higher rates than women.

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