They’re popping up everywhere and they’re all over social media – but are head spas missing some opportunities when it comes to marketing themselves? Let’s take a closer look at this Insta-friendly hair and scalp treatment.
What is a head spa?
A head spa is a luxurious, therapeutic treatment that focuses on revitalising the scalp, hair and mind. Originating in Japan, this service combines scalp massage techniques with cleansing, exfoliating and nourishing treatments for scalp and hair. The goal is to improve scalp health, promote hair growth and provide deep relaxation, often using products like essential oils and specially formulated shampoos.
FYI – there’s no official definition of what the treatment is, the process or what qualifications you need to have to offer it as a service.
What happens during a head spa?
During a head spa session, a professional might use gentle scalp exfoliation to remove dead skin cells and product buildup, followed by a scalp massage to boost circulation, reduce tension, and relieve stress. Hair treatments that restore moisture and shine are also common, leaving the hair soft, shiny, and refreshed.
What are the benefits of a head spa?
The combination of scalp care and relaxation makes head spas popular for those seeking both beauty and wellness benefits. The relaxing environment and sensory experience can relieve headaches, promote better sleep, and improve hair health over time.
Why have they become popular?
Head spas have become way more popular, and they seem to be extremely visible right now. Here are some of the reasons why they’ve grown in popularity:
- Blown up on TikTok and Instagram
- Fits with the focus on health, wellness, hair care and scalp health
- Luxurious self-care treatment
- Relaxing and seen as a scalp reset
- Looks unusual/eye catching on socials
- FOMO
What’s search, social and salon looking like?
Searches for head spa have grown 192% in the last 12 months.
- 114.8k searches for “head spa” per month on Google worldwide
- Japanese head spa near me (1.6k searches per month UK)
- Head spa near me (1k searches per month uk)
- People also ask results include: What happens in a head spa? What is Japanese head spa good for? What is the Japanese head spa day? What is the meaning of head spa?
- 131.3k searches for “hair spa” per month on Google worldwide
- Hair spa near me (2.4k searches per month UK)
- How to hair spa at home (40 searches per month UK)
- 292k uses of #headspa on Instagram
- 60.3k uses of #headspa on TikTok
Many head spas are booked up months ahead, but most are using socials rather than search to promote their business. It makes sense as it’s a very visual treatment and many people use social as their first port of call when they’re seeking info.
However, based on the numbers of people searching for head spas using Google, they’re probably missing a trick.
Most of the top SERP spots are taken up by editorial reviews of the treatment, rather than places offering the service, and the search terms are really low in competition. A head spa could make some serious gains if they utilised SEO – but maybe since they’re all booked up, they don’t feel they need to.
Looking to create content or set up a website for your headspa? Get in touch if you’re looking for a beauty copywriter.