Jeff Nourse on Managing an Aesthetic Spa

Canadian aesthetic spa owner Jeff Nourse explains some of the trends and industry projections for this year.

Late last week I had a guest blogger offer to write this post for me.

Whether you call them medspas or aesthetic clinics the goal is the same, to offer non-invasive procedures that rejuvenate, reinvigorate and replenish the skin and body for a more youthful appearance.

Over the last decade the popularity of aesthetic spas has sky rocketed thanks to the innovative treatments they offer and celebrity word of mouth. Just a decade ago most non-surgical medical spas offered Botox and not much else, today the list of services is extensive and the results are often comparable to expensive plastic surgery.

The worldwide shift from reparative procedures to preventative treatments has ushered in a new generation of med spa client. In the past plastic surgery was often reserved for women past 60 who wanted to tighten their lose facial skin or remove fat from their stomach. Today, med spas are home to an array of preventative treatments that can be accessed by women and men in their mid-twenties to prevent the signs of aging.

This new direction has proven to be a very lucrative one, with revenue projections expected to surpass $13.34 billion annually by the year 2020. While the majority of the money brought in is a result of the various dermal injections and fillers that have saturated the market in the last decade and a half since Botox was launched; there is also a growing demand for non-surgical facelifts, body contouring and unconventional beauty treatments like the Vampire Facelift and Microneedling.

For aesthetic spa entrepreneur Jeff Nourse the growth throughout the sector is hardly surprising, but it is welcome.

“I knew when I opened my first aesthetic spa more than a decade ago that this was going to be one of the fastest growing industries,” said Jeff Nourse, who has founded a number of successful and reputable medical service spas. “Women and men will always want to look their best, and offering them the tools to do so in an non-surgical way is the real game changer.”

In the years since, Nourse has spent his time traveling the world looking for the best rejuvenation and revitalizing treatments. Whether its traveling to Europe to research the advancements of laser skin resurfacing or to Korea to learn the latest about skin science, Nourse prides himself on being a knowledgeable beauty insider.

“Things are really developing so quickly you can’t afford to not stay up to date,” notes Nourse. “The internet has also done a lot to inform patients about the various services that are available, so we really need to know our stuff.”

With growth set to stay steady at 18 per cent annually it’s easy to see why aesthetic spa entrepreneurs like Jeff Nourse are so excited.

“It’s a thrilling time to be involved in building a aesthetic spa business,” Nourse said. “There is a lot of room for expansion if you are willing to do the work.”

With more procedures being introduced every year the sector can expect a steady influx of new customers who are set on combating aging. In fact, in recent years many spa owners and aestheticians have noticed an increase in younger patients requesting preventative skin treatments.

Late last year in a spa trends report, Julie Panky, managing partner of JMPankey Partners a spa consultation firm, pointed out that the ideal spa client isn’t the same lady who was most likely to get a facelift a decade ago.

“It’s millennials, they’re ideal spa-goers,” said Panky. “It’s a generation that’s technology-driven, mobile-ready, looking for immediate gratification, and wanting to feel valued, to savor authentic experiences and adventures.”

Driven by their desire to enhance their features like their favourite celebrities and the new experience economy that has been built around them, millennials have become the target demographic for aesthetic spas.

“I’ve seen young women come in concerned about laugh lines and forehead wrinkles before they have even appeared,” added Jeff Nourse. “I have also seen young women come in and ask to get lips like Kylie, or a butt like Kim. This industry is really driven by celebrity word of mouth.”

This has become extremely evident after the immense surge in patients requesting Vampire Facelifts after the procedure was shown on an episode of Keeping Up with the Kardashians.

“We have always been a celebrity obsessed culture,” said Nourse. “In the late 90s everyone wanted Rachel from Friends haircut, in 2017 everyone wants Kylie Jenner’s lips, who knows what tomorrow will bring.”

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