To create a solid roadmap for further success in 2026, Shiri Sarfati, Chief Marketing Officer of Repêchage and Guest Speaker NYC Influencer Liana Davydov, founder of LIDAV Beauty spa business information shared in Master Class, Success starts with Smart Marketing. Here, we provide key elements of this informative session filled with the latest statistics and insights on customer preferences and marketing insights to inspire and inform your spa business.
Are you Shine?
As spa owners and beauticians, we’re usually more concerned about making our clients’ skin glow, but how can you become a successful business owner? By being brilliant, he says Shiri Sarfati.
The face of the spa visitor, the key market demographic, is always evolving. The most important factor in business success is to become an authoritative expert in your field and know your markets.
For example, more and more men are coming to the spa for skin health, to promote well-being and general well-being. Research shows a 346% increase in men booking spa treatments since 2018. We find that this is about the younger generation of men, who are developing better skincare habits with their partners. What do we do to deliver this message to this department in the spa?
The really exciting news is that 54% of spa visitors have had a facial in the last 12 months (ISPA 2025). This is a growing segment of over 50% and indicates a perfect opportunity for your in-person business.
96% of active spa guests have purchased an annual membership (ISPA 2024).
How do we get customers in the door on a regular basis, not just for birthdays or special occasions?
Spa or salon memberships: Sarfati and Davydov note that, especially with the younger generation, subscriptions are a viable way to attract loyalty. As with gym memberships, this generation understands that they need to spend a little money to save and become repeat customers in order not to lose points. This keeps customers on a three to four week schedule and builds loyalty.
Become the expert: Get fully informed about the natural and preventative ingredients and function. Young adults are well educated and tend to know more about what is in the products they use and about the long-term effects certain chemicals have on their health.
But while they are smarter, their education can be a bit scattered because the sources of that education may not be optimal. As licensed professionals, it’s critical that you become that expert in cutting through the noise of what your clients are hearing on social media. Keep up to date with all the new treatments happening so you can stay on top of fashion and trends and really give them that expert advice.
Satisfy their needs, focus on WOW!:
“Remember it’s about the whole experience, not just the face,” says Lydia Sarfati.
Cleanliness: From the moment they walk through the door of the spa they assess the cleanliness and hygiene of the space, if it is not clean they walk out the door.
Decoration: How are your products presented? What does the receptionist sound like, how do they greet you? Shiri Sarfati noted, “Every time I visit Liana’s spa, she really takes care of it in terms of the customer service team, the people who greet the customers, who offer them a matcha or coffee, or even a little champagne, whatever it may be to satisfy their needs. And the look of the environment is always top notch and always clean, and that’s what’s going to get your customers back in the door.”
From going to their homes, Davydov knew what her customers liked and knew what was in their homes. She repeated this at her spas so that when they came to her spa they felt as if they were entering their own home. She felt uplifted — who exactly is her clientele.
“You have to understand that if you’re an existing spa or the sole owner of a room you’re renting, you can’t really create that whole vision sometimes, but I’m a firm believer that you can find things that can create the energy and atmosphere,” says Davydov. “Whether it be illumination a cerium, music, in the blankets you use, our spa beds have heated blankets, we make sure the room is really comfortable and warm, that the lighting is right, the music is right and we add something as small as a picture or a little accessory from Amazon. It’s not always about spending a lot, it’s about creating an environment. And I’m a big believer in mirrors, too, because if there’s a mirror, they’re more willing to take a selfie and then post it, and then you’re like, ‘I just had the best experience,’ at any spa or beauty salon.”
Who is your Customer?
Number one, it’s important to fully understand your target customer and then make sure you’re tailoring to each of their needs and sensibilities.
Baby Boomers (1946-1964) 70 million
Over 80% of all demographics rely on word of mouth as their primary source of referrals, but Baby Boomers rely heavily on it. This generation trusts their friends, partners and colleagues to learn everything from the best places to eat in their area to where to get the best facials.
Boomers focus on value, not cost, so provide high-value services and value-added offers over discount promotions.
Training is key, so make sure your staff are well-versed in the ingredients’ features and the products’ functions. If you don’t know the immediate answer, follow up so they know you value them.
This demographic goes to the spa to relax and enjoy the quiet, so make sure your space is comfortable, luxurious and quiet as described above.
To address the signs of aging, the demographic benefits of Vita Cura® treatments and collection.
Gen X (1965-1980) 65 Million
This generation has the highest spending power, especially on wellness, treatments, retail and gift cards.
Their focus will be on antiaging and skin care. They value self-care and mental well-being and prefer tried-and-true methods to modern fads.
Their loyalty is strong, so once you walk that client through your doors and convince them with incredible treatments and products, 67% of them are likely to stick with their spa and the treatment and services they enjoyed with you.
However, they like to keep it simple. THE Triple Peptide Repêchage Collection is the perfect solution for this demographic, with a simple routine that shows results
Millennials (1980-1996) 74 Million
Millennials are the largest demographic in the population today. For them, keep it simple and mobile friendly. Within this group we see an increase in male spa visitors, who make up almost half of spa visitors (49%).
Creating personalized services and products and focusing on holistic wellness that addresses both physical and mental wellness is key.
Millennials also go to a spa for fun. This is where partnerships with other venues or creating fun social wellness events at your spa to increase social experiences are key.
Gen Z (1997-2010): 70 million
Gen Z is the most mobile dependent consumer. They want a spa treatment for health and wellness reasons and self-care is a priority, but they want to see results. They will take pictures after the treatment—they want to post about it and show the results.
This generation is really blurring the lines between beauty and wellness, so they might want to see a face incorporated into some form of mediation or some anti-aging skin care. This is where experiential, immersive, Instagram-able and social events can drive traffic to your business. Combining facial treatments with workouts, yoga mediation and even cold plunges creates these immersive experiences for them.
And this generation is increasingly comfortable with spa memberships. Be sure to create a subscription plan to capture this important demographic.
This demographic benefits from a wide range of skin care collections, based on their particular skin needs, and can especially benefit from holistic algae-based skin care such as Hydra Blue® Collectionas well as the brightener Biolight® Collection.
Gen Alpha (2010-2024) 50 million
These are your tweens, also known as Sephora kids. 53% can define what niacinamide is!
This upcoming generation has a huge influence on family spending habits. They are highly digitally exposed, making them savvy consumers who gravitate towards premium, desirable brands. We will have the longest time with Gen Alpha. They will become your very core generation in the years to come. Make sure you have safe, age-appropriate products in this group to suit their developing needs,
Their parents are looking for experiences for them that offer digital detox, to get them away from their devices, which we know causes intense anxiety.
This is where creating Mommy and Me treats can be really beneficial. Repêchage introduced the Fusion Facials several years ago for this very reason, with age-appropriate ingredients suitable for ages 8 to 80. THE T-Zone Collection it is also beneficial to this customer.
Implementing the latest marketing strategies is the key to business success in 2026. You can view the entire course here for more information and inspiration. For more Business Building Master Classes go to lydiasarfati.com for related courses How to turn your living room into a profit center and The Art of Recommendation.
Learn about Lydia Sarfatis your own step-by-step method for building and maintaining a successful business in an ever-changing world, read on Success in Your Hands: How to Succeed in the Skin Care Business.
And be sure to follow Shiri Sarfati @shirisarfati and Liana Davydov @lidavbeauty.
