The Decline of Classic Facial Treatments in Spas (English Version)

A slightly uncomfortable topic –because traditional facial treatments seem to be slowly disappearing. We no longer use steam – it’s considered outdated.Guests expect quick results, visible effects immediately after a treatment. Of course, every well-done facial delivers an instant effect –through active ingredients, a moment of calm,and a high-quality face and décolleté massage that provides real relaxation.Still, fewer and fewer guests book classic treatments –they are simply not considered modern.Yet, if we remember, even years ago beauty therapy was already partly machine-based:steamers, galvanic current, early body-shaping devices with electrodes . Today, advertisements are full of new devices, acids, and deep-peeling methods.

Personally, I believe every treatment has its value –especially when it’s performed with care, empathy, and professional skill.But yes, trends have shifted toward needling, radio frequency, ultrasound, mesotherapy, Jet-Peel, Hydrafacial, HIFU, laser and many others.

Maintaining a truly modern, device-based beauty department requires investment and space.So what can we do when our spa or facial area feels outdated –or has been inactive for a long time due to lack of staff or demand?When investment seems intimidating because demand must first be re-created?

My answer: modernize with intention – and patience.

Steps to revive a beauty department

• Find a beautician who thinks beyond “just facials” and is open to performing manicures, pedicures or body treatments.

• If your facial area is separate from the wellness zone, integrate it closer to the spa core for better visibility. The therapist should be present, and the offer clearly visible.

• Create a small retail area for spa products, and let all team members take part in retailing.

• Promote treatments through newsletters – print or digital –even small table flyers at breakfast can work wonders.

• Simplify the treatment menu – less is more, and often more elegant. Offer one signature classic treatment per skin type, enhanced with modular device add-ons.A compact multi-function device with ultrasonic cleansing and massage is already a great start at an affordable price.

• If budget allows, Jet Peel or Hydrafacial are excellent additions. Microneedling – especially 3D needling – can be obtained at fair cost and brings visible results for many clients.

• Don’t forget the classics: brows, lashes, hands, and feet –small touches that complete the experience.

Where to begin?

1️⃣ Redesign and integrate the treatment room into the spa

2️⃣ Find a versatile, motivated beautician

3️⃣ Present and promote your products visibly

4️⃣ Stay present, communicate, connect – online and offline

Treatment menu idea : Classic facials – enriched with modern touches.

Additional ideas

• Open the spa for local guests, creating a small day-spa feeling.

• Collaborate with nearby hotels – exchange clients, and build partnerships through small marketing commissions.

• Promote the area on social media and your website, ideally with an integrated booking option.

• Treat the facial department as part of the wellness area, yet strong enough to stand as an individual business.

• In quieter hours, let your beautician energize the spa –by being visible, selling, creating guest connections – not just filling time.

And finally…

Relaunching a beauty department takes time and heart.But with clear planning, personal presence and a sense for detail,an “old” treatment area can once again become the vibrant,soulful part of a spa – one that touches guests and lasts.