Marketing: A Pregnant Pause

Most spas offer at least one treatment that caters to expectant mothers. As fertility rates increase in the United States, so too do the number of women that spas can retain as permanent clients. You can earn their loyalty by developing the right treatments, and by focusing marketing efforts on the health benefits associated with massage during and after pregnancy.

Ready to find out how? Read the following article, which also appears in the August issue of DAYSPA.

By Elizabeth Vitanza

Expectant mothers are ideal candidates for a day at the spa. But many treatments need to be modified to keep them comfortable—and safe.

Despite high-profile celebrity mothers who effortlessly endure and recover from pregnancy, carrying a child is a singularly exhausting journey for many women. Studies have shown, however, that some spa treatments can help relieve the anxiety, headaches, muscle and joint pain, and poor circulation associated with pregnancy.

The most common skin changes during pregnancy include stretch marks, itchiness, melasma (increased pigmentation, usually on the face) and overactive oil glands that can lead to breakouts, according to the American Pregnancy Association (APA) (americanpregnancy.org). In addition, 50% to 70% of all pregnant women have back pain and almost half suffer from muscle spasms in their legs.

Pregnancy options have been around for a while. However, spas have only recently begun marketing to these clients with a focus on health benefits rather than beauty, according to Hannelore Leavy, executive director of the Day Spa Association (DSA) (dayspaassociation.com). Day spas now take steps to develop menus that are safe and appealing to women in all stages of pregnancy, including postdelivery.

There’s at least one good reason for spa owners to earn the longtime loyalty of these clients: Fertility in the United States went up in every age group from 2005 to 2006. The biggest jump occurred among 20- to 24-year-olds. Rather than wait for these women to return to the spa once the kids are in school, some day spas are cultivating relationships using a combination of marketing ideas and services.

The Evidence

Significant research supports the use of alternative therapies to ease the aches and pains of pregnancy. In fact, the benefits of massage extend to depression and anxiety, according to the National Center for Complementary and Alternative Medicine (NCCAM) (nccam.nih.gov) at the National Institutes of Health. Scientists found that when certain forces are applied to the muscles, changes occur. Massage “provides stimulation that may help block pain signals sent to the brain,” according to researchers at NCCAM. Treatments may also stimulate the release of certain chemicals in the body, such as serotonin or endorphins, or cause beneficial mechanical changes to help it heal faster. Finally, massage may improve sleep, which plays a role in pain reduction and healing.

The APA also notes several studies suggesting that prenatal massage reduces a mother’s stress, which can lead to “improved labor outcomes.”

These studies benefit moms-to-be, as well as day

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spas. However, it pays to be cautious when it comes to clients who are expecting and may be nervous about getting treatments. TheBodyworker.com, a massage and bodywork site, suggests that women with the following conditions should get an OK from their doctor before heading to the spa: anemia, lung or liver disorders, low weight gain or a lack of prenatal care.

In addition, there are some important contraindications for massage:

• Abdominal massage must be avoided during the first trimester and limited to effleurage (long, gliding strokes) for the remainder of the term.
• Pressure points around the ankle and Achilles tendon, and between the thumb and finger, should be avoided.
• Swedish strokes that affect circulation should not be used in the third trimester if the client has a heart condition.
• Tapotement, or brisk, percussive strokes, should not be used on legs because of the increased danger of blood clots during pregnancy.

A good therapist will have special training in prenatal massage, according to DSA’s Leavy. Refresher courses should be taken to ensure he or she is up-to-date on the latest techniques. Leavy also recommends double-checking that ingredients contained in facials or massages are safe for use during pregnancy.

Even with a doctor’s consent, “We avoid most spa treatments in the first trimester,” says Gail Rush, massage director at The Medical Spa at Nova (novamedspa.com) in Virginia.

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