We are sure you've heard your clients say it; that 'work-life balance often feels like a myth' well, the concept of the “third place” has entered the chat. Coined by sociologist Ray Oldenburg, a third place refers to a space outside of home (the first place) and work (the second place) that creates connection, community, and a sense of belonging. These are the spaces (cafés, parks or libraries) where people gather, unwind, and create bonds.
But there’s one sector uniquely poised to redefine the third place: beauty, aesthetic, and wellness spaces. Here’s why our industry environments are perfectly suited to fulfil this role and how they can enhance the lives of clients who step through their doors.
What Makes a Third Place?
A third place has specific markers that distinguish it:
Neutral Ground: A space where people can come and go as they please without social obligations or set calendars.
Inclusivity: Open to everyone, creating a welcoming atmosphere.
Regulars and Newcomers: A blend of familiar faces and fresh energy.
Conversations and Connection: A space to share stories, build networks, and connect with others.
Comfortable Ambience: A setting that feels relaxed and enjoyable.
When we think about beauty salons, wellness spas, or aesthetic clinics, many of these qualities already exist - and there’s room to amplify them, if you (quite literally) have the room.
If you own or manage a beauty, aesthetic, or wellness space, you have the opportunity to embrace the third-place philosophy. Here are some tips to make your space the go-to third place for your community:
Curate the Atmosphere: Focus on ambience. Use lighting, scent, and music to create a welcoming, relaxing environment.
Encourage Interaction: Train your team to engage with clients in meaningful ways. A simple “How’s your day?” can go a long way.
Host Events: From skincare masterclasses and education to yoga sessions, use your space to bring people together.
Offer Accessibility: Ensure your space is inclusive, with pricing, services, and accessibility options that make everyone feel welcome.
Celebrate Regulars: Create loyalty programmes, memberships or “regulars’ perks” to foster a sense of community and belonging.
If you're a brand reading this, there's hope for you too. Perhaps a concept space or physical retail space is on the cards for 2025, then it's absolutely time to tap into the third place bandwagon. Build out your branded space as more of a wellness destination, rather than a place to sell more stock.
Engage your VIP stockists to exclusively partner with your third place, or have them pop-up and offer treatments to those who visit - the activations are limitless.
Third places are vital in our digital and no-touch world. They provide a sense of connection, grounding, and joy that enriches our lives. Beauty, aesthetic, and wellness spaces are uniquely equipped to take on this role, blending self-care with community care. By positioning your space as a third place, you’re not just offering a service - you’re offering a destination.
In a world where stress and isolation often prevail, you could provide the sanctuary your clients didn’t even know they needed. So, the next time someone walks into your space, consider this: you’re not just offering a haircut, a facial, or a massage. You’re offering a third place - a space to belong.