Staff Photo by John Rawlston
Rhonda McDonough gets her makeup done by hair stylist and makeup artist Sara Ward during an open house at the In the Buff Day Spa in East Ridge. With the economy in recession, some people still pamper themselves with certain luxuries such as spa treatments, even when it has become more difficult to take expensive vacations or buy a new car.

Rhonda McDonough only needs a set of 10 shiny fingernails and newly colored tresses to feel better about a limp economy.

“We’re ready to splurge for ourselves when things get negative,” said the 54-year-old from Chattanooga who has her nails manicured every two weeks and her hair dyed every six. “My nails and hair, I have to keep that up. It raises your spirits.”

Even in the midst of economic turmoil, sales of spa and salon services — an $11 billion industry in 2007, according to the International Spa Association — remain steady, local owners say. While many consumers are eliminating lavish purchases from their budgets, clients continue using spa treatments — everything from massages to manicures to facials — to relieve stress and keep their minds off personal finance problems, said Stephanie Hudgens, owner of In the Buff Day Spa & Salon on Ringgold Road, which hosted a busy open house all day in early December.

“They’re forgoing expensive vacations or leaving town a lot and instead using that money for a minivacation at the spa,” Ms. Hudgens said. “People are more stressed out. They’re more into maintaining themselves, their mentality and their bodies.”

Financial hits to stock portfolios and job uncertainties often do not lead to eliminating spa treatments, especially because people want to feel good, said Daniel DeVries, a hair stylist at Spa Morrell on Georgia Avenue.

“With that (financial) stress, a massage or good hairstyle is exactly what you need,” Mr. DeVries said. “The spa business is the place to be during a recession.”

The Natural Body Spa and Shoppe, with locations on Broad Street and Hixson Pike, does not book fewer clients during tough economic times, although employees see more people waiting to schedule appointments last-minute, said spa Director Jennie Wallace. People also may purchase smaller sizes or fewer bottles of lotions.

“We know that it can be bad out there and want people to know when they come in, this is a little place for them they can escape,” she said. “Chances are they just want to get away.”

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