Not just fluff and buff: Spas emphasize wellness over beauty

Posted August 10

— Unplug. Breathe. Relax.

Wellness rather than beauty was the message this week at the annual International Spa Association event in New York. While there were plenty of skin products and treatments on display, the bigger trend in the spa world remains alleviating stress. Or as one attendee put it, the industry is "not just fluff and buff."

Instead there's an emphasis on lifestyle changes, whether plant-based diets or meditation. One example of the quest for serenity: Sundara Inn & Spa, in Wisconsin, asks guests to put away electronics. Sundara spokeswoman Carla Minsky says "silence is the new luxury. The idea is to unplug, disconnect." Sundara has "conversation-free areas," meditation trails and silent sports like hiking, kayaking and biking. Also encouraged: napping in hammocks.


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