Atlanta Journal-Constitution: Spa day's sacred in Atlanta

Friday, July 28, 2006 2:45 PM

Only one-third of American women have ever been to a spa, according to a recent survey by Spa-addicts.com and Harris Interactive. Fifteen years ago, most "spas" in Atlanta consisted of a woman in the back of a hair salon wielding tweezers and other uncomplicated instruments of beauty, said Kim Patterson, spa director of Blue MedSpa in Midtown.

The wooden massage table at the Neem Tree Spa in Atlanta is where its signature service, the Shirodhara massage, is done. Herb-infused oil flows onto the forehead during the treatment.

The 6,000-square-foot Blue MedSpa in Midtown combines standard treatments with high-tech services.

"People have choices now," she said. "It's great for clients and for businesses, too."

The Harris survey found that Atlantans use spa visits as a way to maintain health and youth. It's more about preservation than pampering. Customers seek simple treatments – with results.

Fortunately, Patterson said, there are enough choices to satisfy almost every taste. "Atlanta has such a huge spectrum of what clients can expect in such a small area," she said.

There are the major chains, such as Spa Sydell and Natural Body Spa and Shoppe, with eight and 11 locations, respectively, in the Atlanta area. Then there are niche spots such as the Hammam, an Atlanta spa with Middle-Eastern influences, and the fully green Zenergize, a spa in Roswell that offers music therapy alongside a treatment known as the "lunchtime face-lift."

The three-level 6,000-square-foot Blue MedSpa in Midtown falls at one end of the spa spectrum. It offers everything from makeup application to Botox injections and cellulite treatment, but the most popular service these days is Thermage, a $2,700 to $3,800 noninvasive procedure that smooths wrinkles and tightens the face, arms or abdomen.

Of the 12 treatment rooms, two accommodate injections, and two have TriActive machines that massage cellulite into submission. Between services, clients can relax on plush chairs behind sheer curtains while snacking on nuts, herbal tea and lemon water.

About 45 percent of clients in the gender-friendly space are men, said Patterson, and they seek the same services as women. "Clients are so educated now," she said, "that keeps us on our toes."

If Blue MedSpa is about embracing the future, Neem Tree Spa is at the other end of the spectrum. At Neem Tree, the only machine you'll find is a cash register. Owner Asha Gomez recently relocated her oasis to a larger space on Howell Mill Road, where it offers a return to the past with centuries-old ayurvedic treatments from India.

For Shirodhara, the spa's signature $175 service, clients lay on a wooden table as an herb-infused oil flows onto the center of the forehead — or "third eye" — for the duration of the massage.

"It brings all of your senses alive," Gomez said.

The spa also offers facials, a spice scrub and Prithvi Mrit, a detoxifying massage and firming wrap. Baths of milk and honey or saffron spice flow for $350, including a 60-minute massage.

From the julla, a traditional Indian swing, to the oil dispensers, almost all the spa's accouterments come from southern India, Gomez said.

She mixes potent oils and herbs by hand, incorporating products by Kama Ayurveda, a line of organically grown ayurvedic products.

After services, clients can sip teas in the garden as bunnies play in the background. Although there are five treatment rooms in the larger space, service is generally limited to four clients at a time.

"We wanted a more resort feel," Gomez said. "You don't like for clients to be waiting."

Especially, not in Atlanta.

Reprinted from the Atlanta Journal-Constitution, published on: 07/08/06, written by Nedra Rhone

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