As social networks and digital take a growing place in our lives, a seesaw effect is occurring that brings women (and men) back to institutes. We have not yet found – and so much the better! – how to replace touch with virtual experiences. However, the more current events make daily life difficult, the more one feels this physical contact as essential. “Touch stimulates the production of oxytocin, the so-called attachment hormone. It calms stress and increases well-being and immunity”, summarizes Dr Fanny Jacq, psychiatrist and mental health director of Qare*. Hence a growing need for experiences that promote positive emotions… *Specialist in medical teleconsultation.
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The cabins PLAY THE DECORATION
Alongside the traditional addresses, new places have developed in recent years, attracting a clientele that is often younger or less attracted to traditional salons. The Holidermie brand, for example, split its activities. We buy our products online and we come to the Loft to live an experience of well-being. In this pastel cocoon, relax to the sound of crystal bowls before enjoying expert rituals. “What works best are mixtures of facialist-type manual techniques, combined with maneuvers with tools, such as gua sha. This gives immediate results in terms of glow or tensor effect”, notes Mélanie Huynh, the founder. In department stores, things are moving too. It is not new that one can receive treatment there, but it was generally dispensed in microcabins that were not very pretty and not very isolated from the surrounding hubbub. La Samaritaine with its Cinq Mondes Spa offers comfortable and superb cabins. Or even Le Bon Marché, which is inaugurating a true eco-designed 152 m2 institute this fall with six cabins, three of which are dedicated to the Dior, Guerlain and Biologique Recherche brands.
-Thanks to precise gestures, institute treatments boost the effectiveness of cosmetics.-
Faced with this demand, some beauty salons have experienced enormous crowds since their post-containment reopening. This is particularly the case for the cabins of the concept stores Oh My Cream! “They are reserved for several months, especially in Paris”, testifies Fanny Morel, director of communication. Driven by its success, the brand has just opened a new address in Montpellier and plans to set up in Biarritz and London by the end of the year. Same situation for Caudalie’s boutique-spas, which has added two cabins to the two existing ones at its Nantes address and will open, in mid-November, a new institute in Bordeaux, which promises to be the showcase of its product know-how. and protocols. As for Nuxe, its Spa Montorgueil, in Paris, is celebrating its 20th anniversary this year and is always full, welcoming no less than 20,000 people a year! Big success also for low-priced Clarins treatments (Goodbye Peau Sèche, Focus Regard, Flash Bonne Mine, Jeunesse Express, SOS Détox and Top Forme pour Lui!).
To discover in the shops of the Marais, in Paris, Neuilly-sur-Seine, Lille, Lyon and Bordeaux (40 € for 30 minutes). “This type of service is important because it brings a more personal, tailor-made dimension and establishes expertise. Today, brands need this expert facet to give confidence and create reassurance,” analyzes Pierre Bisseuil, co-founder of the forecasting agency The Prospectivists.
Services A LA CARTE
Some places stand out with ultra-tidy and cozy settings. This is the case of Maison Alaena, a space whose outdoor terrace enjoys an incredible view of Paris and where you come for a body massage or a facial treatment, a yoga session, a healthy lunch or a micronutrition consultation. A benevolent space reserved for women, Gynécée was founded by two nurses. Here, some forty experts are at our service, from puberty to menopause. You can just as easily receive classic treatments as take a yoga or Pilates class, consult a hypnotherapist, a personal development coach or a naturopath… As for department stores, the Galeries Lafayette Haussmann have dreamed big with a space of 3,000 m2, The Wellness Gallery, which offers comprehensive beauty and well-being care. On the menu ? Osteopathy consultations supervised by the Anatomik centre; drainages and reshaping massages of the body and face by Nathalie Duarte; sports coaching by La Source or even Seasonly facial treatments and infrared yoga detox sessions.
Protocols INCREASINGLY QUALITATIVE
-Rituals are becoming more sophisticated to counter the effects of aging.-
Two phenomena have prompted brands to deepen their expertise. It was first the arrival of facialists that set the bar very high in terms of the technicality of the gesture. These super beauticians are distinguished by their cutting-edge know-how when it comes to facial massage. Then, the content delivered on social networks, sometimes by these same facialists, enabled women to acquire professional gestures and to be able to carry out daily rituals at home. “The pandemic has accelerated the phenomenon. The institutes being closed, they have recreated their well-being bubble at home thanks to the tutorials to learn how to self-massage and the many tools that have been developed by the brands, ”comments Karine Strippoli, director of Payot. To adapt to a clientele that has become more demanding, this pillar of the French institute has completely revised its treatment menu: “We use the beauty gym at the start of each ritual. It’s a very precise gesture that allows you to work all the skin muscles and re-oxygenate the tissues,” she explains. In addition, you can opt for a 15-minute massage of the hands, skull or eyes. Mathilde Thomas, the founder of Caudalie, explains that she has further increased the level of requirements in terms of recruiting beauticians. At Decléor, the Face Workout, designed to be integrated into all face protocols, was imagined by facialist Othilie Denarié. The young woman also worked on Maria Galland’s Lifting Absolue Jeunesse protocol. In a low-cost version, Bodyminute has expanded its range of treatments, in particular anti-aging, which is accompanied by the possibility of a shiatsu supplement.
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