All ABOUT CBD

The post-pandemic focus on wellness means that incorporating CBD treatments into your menu can meet client demand and boost business

Cannabidiol, better known as CBD, has come a long way since it first made its appearance in the spa industry. Originally thought to be a wellness buzzword – afad many believed would fade out – CBD has gone from strength to strength, earning the reputation as a healing, calming and soothing ingredient that is bursting with antiinflammatory and anti-ageing properties.

But what exactly is CBD? The cannabis plant is full of beneficial compounds called cannabinoids, one of the most well known being tetrahydrocannabinol, abbreviated as THC. This is most prevalent compound in cannabis and is psychoactive. The second more prevalent is cannabidiol, abbreviated as CBD, a non-psychoactive compound that has proven beneficial in reducing inflammation, aiding relaxation and relieving pain. There is also some evidence that it can help treat a number of skin conditions, such as acne and psoriasis.

The last few years have seen the spa and wellness market embrace CBD; what had previously been something of a niche ingredient has gone mainstream, with spa hotels in countries such as Israel, Portugal and Switzerland adding a variety of CBD therapies to their menus. Closer to home, hotels in the UK that have incorporated CBD into their offering include Rudding Park, Four Seasons Hotel London and Mandarin Oriental Hyde Park.

‘There has been a rise in the popularity of CBD treatments in both Ireland and the UK, but some people are unsure as to what it really does and how it works’

“There has been a rise in the popularity of CBD treatments in both Ireland and the UK, but some people are unsure as to what it really does and how it works,” says Heidi Grimwood, owner of CBD Spa, an Irish supplier of CBD products. “For us it wasn't about just putting CBD in massage oil and using it in a treatment. We worked with our spa trainer, who helped us design a specific trigger point massage, so the CBD is absorbed directly to the client’s pain point, making it more effective.”

Treatment benefits

This specialised therapy is now part of the menu at The Buff Day Spa in Dublin, which launched its CBD offering at the end of 2019. “We begin by warming the muscles up,” explains assistant manager Tanisha Mongan. “Then we start to locate the ‘trigger points’; these are responsible for tension and pain in different areas of the body. We then work on them by adding pressure and holding for a short time. Once we release the trigger point, the feeling of tension begins to melt away. This treatment is popular with a range of clients, especially those with chronic tension anywhere in their body. It also appeals to clients who experience stress in their daily lives; they feel the benefits from both the massage and the CBD oil itself, as the therapy helps to balance the whole body.”

“You can’t claim that CBD gives medicinal results, as it is yet to be regulated, however we simply let our clients tell us what and how they felt during and after their treatment,” says Grimwood. “Most expressed that they’d had the best night’s sleep in years, and many said they felt immediate relief from the treatment.”

The Spa at The Kingsley in Cork has just introduced a CBD offering, having partnered with UK brand OTO. “As we exit the pandemic, the demand for spa programmes that help manage stress has never been higher,” says Aidan Nolan, owner of Blue Sky Products, which is now distributing OTO in Ireland. “Prior to Covid-19, spas were largely viewed as having an aesthetic function, somewhere that clients went for pampering and results-driven treatments. However, the last two years has brought about a rise in stress and anxiety levels, along with skin problems, all of which has resulted in an increased demand for wellbeing and preventative health treatments and programmes.”

It was this renewed focus on wellness that prompted The Spa at The Kingsley to expand its menu to include CBD treatments. “With the pace of life returning to pre-pandemic levels, we need to remember what we learned during lockdown, such as the importance of self-care and wellbeing, and looking after ourselves, both mentally and physically,” says Amy Brady, assistant spa manager.

“Post-Covid, clients need spa experiences more than ever. CBD promotes balance in your body, and supports the optimal functioning of your circadian rhythm. It also contributes to the healthy rejuvenation of skin, helping to tackle pimples, spots, blackheads, and even conditions such as contact dermatitis and eczema.

“With all this in mind, we decided to add CBD therapies to our spa menu at The Kingsley. We provide three body treatments, along with a facial, all of which are unique sensory experiences. Our treatments bring the client to the pre-meditative state just before sleep. For decades, thermal spas in Hungary have promoted preventative health, and this is finally catching on in Ireland. Spas are in a position now to not only treat a client, but also to repair and heal.”

Business boost

According to Grimshaw, adding CBD to your menu is an ideal way to boost your business. “The expectations of spa guests have risen, and therefore we need to offer more than just the traditional options. CBD will differentiate you from your competitors. There are also many ways that the spa therapist can introduce CBD to their client; they can suggest upgrading to a CBD massage, thus creating higher revenue per hour, or adding it to the treatment they’re booked in for.”

“It’s not about replacing any existing brand within a spa,” says Nolan. “Instead, a CBD offering will complement and enhance your existing services. For example, our CBD oils can be used to upgrade your massage to a CBD massage. As a fully immersive brand, OTO also provides CBD drinks, a full CBD cocktail menu and mini sleep mists for turndown service.”

Grimshaw believes that when it comes to spa treatments, the CBD journey is only beginning. “We already know that clients are experiencing amazing results from CBD massage treatments. As demand increases, there will be more research into how much more we can do with CBD in spa therapies. I'm excited to see what the future holds as the spa industry in Ireland continues to embrace CBD.”

“The recovery of the spa market in Ireland requires a reinvention of spa itself, and with CBD that re-invention has already begun,” says Brady. “CBD spa treatments have so many benefits, but we need to diminish the stigma around the word ‘cannabis’, because it’s a natural remedy that we use. CBD is an enticing choice for clients seeking pain and symptom treatment, without the mind-altering effects of cannabis or the additional adverse effects associated with some pharmaceutical medicines. We believe it is the way forward, and will appeal to every client.”