Global gloom may be ushering in good days for businesses that pamper

The year 2012 certainly has had its share of doom and gloom, from natural disasters to human-made tragedies to economic fiascoes to divisive political fights.  The New York Times has been running an ongoing series about the many facets of anxiety, and even celebrity break-ups are causing meltdown among some members of the global populace, as this viral YouTube video, which has garnered more than 315,000 views in two days, demonstrates.

This resort, Anazoe Spa, is in Greece. Photo: Costa Navarino

The moment is ripe for a business feature about companies and entrepreneurs offering antidotes to angst and upset, from massage therapists to anti-depression drug makers.

I’d start with local service providers, especially if you want to place your story in the context of the larger economy, which in a post-manufacturing United States is a focus of hope.  And while the sector slowed slightly in June, it still posted its 30th month of consecutive growth, according to the Institute for Supply Management, which issues a monthly non-manufacturing report.

Categories you might want to focus on:

Licensed (or not) practitioners.  This category can encompass salons, stylists, make-up artists and others who make people feel good about their appearance, keeping in mind emerging trends like blow-dry bars that invite consumers to nip in for a fresh hairdo.

Body work seems increasingly popular; for a shortcut, head to a local wellness or Whole Foods-type store and pick up free publications like Natural Awakenings – these zoned, freebie publications are bursting with advertisements that will give you a feel for the local scene; my area’s issue features foot reflexology practitioners, acupuncture specialists, self-esteem coaches, smoking cessation help, yoga retreats, raw food detoxes, spike mats and even holistic help for ailing pets.  How do these practioners make a living offering such discretionary services, and what does their business trajectory say about the local economy?

Pampering products.  “Calgon, take me away,” for those who remember the bath salts slogan, pales by comparison to the array of DIY spa goodies available at venues ranging from salons to farmer’s markets.   Local or regionally concocted products — find them at health-and-wellness or organic foods stores — are an excellent subject for interesting entrepreneur profiles.

Gaylord Palms, Orlando, promotes deluxe pampering for mamas.

The trade publication BeautyPackaging.com has some interesting insights site-wide, including this timely article about consumer demand for luxury cosmetics.

A recent study in the Journal of Personality and Social Psychology (who knew?), entitled “Boosting Beauty in an Economic Decline: Mating, Spending, and the Lipstick Effect” says recession-hit females boost cosmetic spending in an effort land wealthy men.  Personally, I think women just like the thrill of a small splurge, but the report is interesting background fodder.

So-called health food stores, supplement makers and others are also worth a look; I’ve noticed that even national chains like CVS are carrying over-the-counter anti-anxiety preparations like Bach’s Rescue Remedy among other floral and/or herbal compounds claiming to bring stress relief.

Physical and mental wellness.  This somewhat overlaps with the above categories, but if you cover health care you might want to take a less feature-oriented look at demand at mental health clinics, prevalence of prescriptions for mood disorders, stress-related physical manifestations local physicians are seeing, and other manifestations of stress that traditional practioners are seeing.   Time says anti-depressant use is up 40 percent since 1988, for example — the causes and implications are debatable but worth a revisit in the midst of low consumer sentiment.  And speaking of which, here’s a a new app that uses data on how consumers outspend their credit card limits to gauge consumer confidence.