What to look for in an intimate skincare product
the conversation around once taboo topics and taking a holistic approach to women ’ s wellness provides the perfect opportunity for spas to educate customers to become a trusted resource for information they are seeking , and to make the overall spa experience more memorable .
Becoming a holistic health destination with offerings beyond treatments is one more way to capture spend on whole body wellness trends while offering valuable information to clients at the same time . Hosting wellness immersions and events is an opportunity to invite experts and speakers into your spa , along with client VIPs to learn and explore these personal conversations . Learning events are a great way to gain traffic into your spa , along with potential new clients when your VIPs are encouraged to bring a friend or two . Inviting groups into the spa for unique experiences can also lead to full-service bookings , add-ons and retail sales revenue .
Additional revenue opportunities include incorporating your retail product offerings into your spa amenities and toiletries . Civana Wellness Resort & Spa in Arizona added an intimate cleanser sample , along with a card display into their women ’ s spa showers and saw a lift in interest and sell-through off their retail shelf with that one product .
Cosmetics and Toiletries also noted that “ with one billion people expected to experience menopause by 2025 , retailers are beginning to build out sections and end caps for brands focused on intimate care solutions to educate consumers and make the products more accessible . The intimate wellness market has great potential and will continue to expand … supported by further education , category normalization and retail shelf expansion .”
Kristina Perillo , owner of Salt Spa in Michigan , says she hand-selects and personally tries every backbar and retail product in her spa .“ I like to keep up with trends but do not carry products just because they are trending ,” adds Perillo .“ At Salt Spa , we offer IV therapy , salt / halotherapy , infrared sauna and massage therapy ,” as well as retail products that support mind , body and spirit .“ I also make sure to educate my clients about the benefits of what they are investing in ,” adds Perrillo , because “ selfcare should be looked at as a necessity , not a luxury .”
The Aging Women Superpower The aging population will also be key to growth in this
What to look for in an intimate skincare product
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Formulated specifically for sensitive skin : Vulvar skin is thin and one of the most sensitive areas on the body . pH-optimized for vulvar skin : Proper pH is vital to maintaining a healthy vaginal area . Developed with clean ingredients : Free from questionable ingredients such as parabens , alcohol , GMOs , silicones , sulfates , petrolatum , lanolin , talc and other components that have been found to cause a multitude of skin and body issues . Free from irritants : Fragrance , dyes and colorants that are known skin irritants and can also cause allergic reactions , triggering even worse issues , especially for people with eczema or sensitive skin . Made with plant-based formulas : Utilizing natural resources offering powerful skin benefits instead of synthetic options that usually include questionable chemicals and additives . l Clinically tested to prove safety and efficacy :
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Including dermatologist-tested , gynecologist-tested and proven hypoallergenic and non-irritating . Doctor / expert created : Clinically-developed products add credibility that can more easily turn into consumer trust .
NOTE : Intimate skincare products are formulated and approved for vulva ( external ) skin care . Only products that are approved by the FDA as a medical device are approved for vaginal ( internal ) use , such as a lubricant or vaginal moisturizer .
area . Just as the baby boomer generation led the spike in the anti-aging skincare market , they too will predominately lead the surge in intimate care . Women over the age of 50 make up one-third of the U . S . population and account for $ 3.2 trillion in annual consumer spending . This demographic holds 52 percent of aggregate annual spend , while Millennials and Generation X — whom many marketers focus on — account for only 30 percent of spending . Couple these facts with women ’ s wellness trends and you have a demographic in aging women that will be key to growth for any business that focuses on their needs and attention for years to come . n
ALLYSON BARRIO is an industry veteran and expert consultant across beauty , health and wellness CPG . She has held leadership roles within The Estee Lauder Brands and at Aveda , as well as at Dermalogica , Golden Hippo and Ina Labs , among others .
JUNE 2024 n PULSE 49