A lot of industries are starting to recognize the buying power of the baby boomer generation, and the spa industry is one of them. Spas are now offering "aging" regimen's and treatments to people of all ages. DaySpa Magazine's featured article this month is all about aging gracefully, and retooling your spa's offerings to cater to the needs of the 45+ generation. Here's a snippet of the article by Kendra Kozen:

Since the baby boomers came of age in the 1960s, America has undeniably become a youth-obsessed culture. From Rodeo Drive to Madison Avenue and everywhere in between, for at least the last decade one of the most prevalent trends in the beauty industry has been the idea of complete antiaging—do whatever possible to fight any appearance of aging. Our society now happily spends billions of dollars each year on the latest creams, gels and serums to keep us looking as young as possible, and more invasive treatments like cosmetic surgery and injections are now commonplace.

All of this has been a blessing for the spa industry. By capitalizing on the desire to look younger, you’ve probably increased your bottom line and brought in more than one new client. But will this trend continue now that the baby boomer generation has entered its 60s? Inevitably, we’ll all continue to get older, but will members of this generation still want to try to look like they’re in their 30s when they reach 75?

Some in the industry believe we’re beginning to see a shift in the way that we look at aging. It appears that we may be moving away from the concept of “fight aging at any cost” to a more graceful, wellness-based approach of “look your best at any age.” “We’re beginning to see hints that people are recognizing that there’s beauty at any age,” says Pamela Mayberry, associate director of the Ithaca College Gerontology Institute in Ithaca, New York. She notes the Dove “Real Beauty” campaign as one example of this trend and says that even if only a small number of baby boomers embrace this notion, it’s still significant because of the size of the generation.

Get the full article here.