Avon knew it was time for the most personal of makeovers. In business for more than a century, the company seemed fusty and passe, a bunch of pesky ladies in sensible shoes pulling samples out of Tupperware. But when Avon decided to present a new face last fall, it didn't seize on snappy slogans or supermodel spokeswomen. Instead, it opened a day spa.
Now on New York City's Fifth Avenue not far from Tiffany's gems sits a different kind of jewel box: a 20,000-sq.-ft. pleasure palace awash in cool shades of celery and dove and replete with overstuffed furniture and antiques. Top stylists have been lured to snip and color hair, usually after guests have had massages, facials, mudpacks, herbal wraps or nail services. "With career and mothering, I don't have time," says TV producer Colleen Growe, 39. But every few weeks, she'll break away for a leisurely manicure, haircut and massage. "Just walking down the hall feels luxurious."
These days, when the wallets are fat and time is slim, the day spa's the thing. Demand for quick-shot pampering has driven up the number of such spas from 30 in 1989 to 1,600 this year, according to Spa Finders magazine. But it's not just about full-service emporiums like Avon. Barbers are rubbing backs, department stores are doing aromatherapy, and gyms are packing mud. There are spa-mobiles that bring the cosseting to your home, and special "teen" packages for your kids. "The business is going nuts," says Peggy Wynne Borgman, a Saratoga, Calif., spa owner and consultant.
Traditionally spas were places for the sickly to take the waters; later they were known mainly as fat farms. Spas got a better rep as luxurious destinations like Canyon Ranch and Golden Door opened in the 1960s and '70s, but these paradises were seen as remote retreats for the rich and famous. In the '90s, day spas have attracted a more diverse crowd, people who can't afford to spend thousands and linger for a week. "I can't get away for that long," says Connecticut motivational speaker Ronni Burns, 47, who gets a massage and facial twice a month. "I find that much relaxing stressful." Joan Haratani, an attorney who soaks in a whirlpool and gets a massage once a week at Oakland's Claremont Hotel, explains, "I don't consider it a luxury. It's an absolute necessity."
Indeed, day spas have evolved from an indulgence to an expected perk. Some health-insurance providers, like Blue Cross of California now cover at least some spa treatments if prescribed by a physician. Better hotels simply have to have one, and companies like Hewlett-Packard are hiring on-site massage therapists for employees. Big Business has had its head turned in other ways too. The French giant LVMH, owner of Dior and Givenchy, last spring bought New York City's ultrahip Bliss spa for an estimated $30 million. Cosmetic companies like Estee Lauder are competing as well, with growing chains of day spas across the country.