Banking on the success of ultra-convenient, express beauty services, British brand Cloud Spa delivers beauty treatments in under 30 minutes to travellers in UK airports. With sites in Manchester, Birmingham, Stansted and the East Midlands, these truncated spas tap the vast footfall of time-poor holiday goers seeking quick fixes and pampering experiences.
The spa’s gel manicure is one of the most popular treatments for its largely female client base, thanks to its quick-dry finish and durability. Cured under an LED lamp, nails are dry to the touch in just 30 seconds and last for up to three weeks without chipping. The menu also includes eyebrow and lash colouring, brow shaping, waxing and massages – all delivered within 15 to 30 minutes.
Around 10% of clients are men, who often request Cloud Spa’s ‘Man’-icure treatment. As we noted in The Barbershop Boom, the number of male clients requesting female-centric treatments is on the rise.
This shrewd service offering taps strategies we detail in Rethinking Beauty: Fast Consumption, which explores how beauty brands and services are evolving to accommodate consumers’ increasingly busy lives. See also Rapid Retail & Bite-Sized Engagement, which looks at key tactics for speed and convenience.
As airports develop into lifestyle, retail and gastronomic destinations in their own right, services like these will flourish. For more on airport retail and design, see Innovations in Airport Retailing and Benefit’s Automated Airport Beauty.