Hot Stuff

Hot Business: Instant Spa

The last thing a Gen Xer wants is to start feeling like a boomer. With such a fast-paced society, feeling older happens sooner than we would like. Thank heaven for those simple pleasures that make us feel good: a nice hair cut, a pedicure, a massage. So why not combine all the elements and offer total one-stop beautification? That's what Aspen is for, you say? Wrong.

"If it's labeled in terms of the normal spa-treatment, it's not going to fly," says Michael Blackstone, president and marketing director of marketing and research firm The Gen-X Press. "You have to put a different spin on it-make it a little more hip and fashionable."

We envision an open-air mall storefront, where consumers can make appointments just as they would for a hair salon, but receive a wider variety of feel-good services and fit it all in before their lunch breaks are over. Blackstone suggests including unusual activities on the menu-perhaps a half-hour of trampoline-jumping stimulation. And be sure to build a strong Web site where clients can schedule their appointments and get more information.

Still somewhat conscious of pesky '80s excess, Xers would have a hard time turning down a place where they could feel better without retreating from work for a week and paying thousands of dollars.

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This article was originally published in the December 1999 print edition of Entrepreneur with the headline: Hot Stuff.

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