Dear Insiders,

Here's what's on my mind this month:

1. Popular medical spa categories
2. Requests for spas that cater to specific ethnicities
3. A bit of gossip
4. Bernie Bert, spa expert extraordinaire, celebrates his 75th
5. And how the word "spa" might help you on "Jeopardy"!

1. As for popular medical spa categories: I mentioned in my last SpaFinder Insider that we recently launched the Medical Spa section of our website, and I've been very interested to see where consumers are "clicking." In April, our first month, 60 percent of those visiting the web site clicked onto prevention/wellness, and 40 percent checked out aesthetics/cosmetics.

Of the 37 different services and procedures, so far these are the top ten areas of interest in order:

Dentistry, Ayurvedic medicine, dermatology, executive health screenings, pain management, naturopathic medicine and Chinese medicine were all close to the tenth position, and the last position was lab tests (but even this category had visitors). I'm delighted to see the variety of concerns. The response tells me that people are "getting it"—getting the idea that medical spas can be about so many areas, including prevention, aesthetics, and complementary and alternative medicine (CAM).

2. Through our various channels, SpaFinder hears from thousands of consumers each month. Whenever I see a dramatic increase in certain requests, it makes me pause to think of why and what this may mean. In the past few months I have seen a significant increase in requests for spas that cater to African Americans. Here are some examples:

"I'm an African-American female interested in going to a spa to celebrate my 28th birthday. Was wondering if there were any spas in my area that cater to African Americans?"

"I have a client who is looking for a spa that caters to African Americans – this is for a few girlfriends who wish to get away for a weekend."

"Can you suggest any African-American owned day spas in the Washington, D.C. area?

Do we need to do a better job in helping various ethnicities feel welcome at our spas? Are our spa personnel trained to address varying beauty and wellness concerns? Of note, I'm beginning to see the term "multi-cultural dermatology". Check out the Multicultural Dermatology Clinic, where you'll find good information about the differences in skin types among ethnicities.

3. Now for the gossip. (I know you've been waiting!) It seems that Steve Case, former chairman and CEO of American Online, Inc., and AOL Time Warner, has bought the highly acclaimed spa Miraval. It's fun for me to see that our exciting and developing spa industry is attracting the talents and imagination of "outsiders." I know that my husband, Peter, was especially happy to see a fellow "Internet visionary" among the spa industry ranks. Steve Case is someone we won't have to convince that the Internet brings in business!

4. Another spa industry personality, Bernie Burt, celebrates his 75th birthday on July 12. The author of 100 Best Spas of the World, founding member of ISPA, and spa writer extraordinaire, he says he feels great, and he certainly looks great. All those spa visits surely are working!

5. Finally, here's the edge I promised you on Jeopardy: a tip passed along by my twin sister, Katrine, who is completing her master's degree in English Literature. When she studied the ancient Greek philosophers, she said the word "spa" helped her remember the order in which they were born: first Socrates, then Plato, and finally Aristotle-SPA. Oh, so many uses for that word...

Till the next Insider,



Susie