Spa: The art of pampering T. Sima Gunawan Contributor Jakarta
Stressed out by the frantic pace of urban life? Jakartans have found a new way to unwind. Its not playing golf, squash or tennis, nor is it exercising in a fitness center. It seems that physical exercise has been forgotten in the pursuit of professional pampering.
Communications expert Kafi Kurnia, says this new trend is really taking off. He readily confesses that he treats himself to an hour or two at the spa at least once a week. In terms of relaxation, he explains, the spa far surpasses a trip to the shopping center or eating out.
Spa treatments rejuvenate your body -- some claim your soul and mind. During treatment, one is usually massaged from top to toe. There is a choice of various scrubs and oils, as well as the option to finish the treatment with a soak in the spa bath.
While spa therapy is not exactly a new concept, Jakartans have long-perceived spas as an extension of the salon. Now, as they catch onto the idea of holistic health, people are looking for spiritual downtime as well as physical rejuvenation.
Kafi believes that westerners, who experienced accelerated stress levels in the 1980s, looked to Southeast Asia for alternative stress management, including practicing yoga and spa treatments.
Indeed, who wouldn't be tempted by the facilities that are on offer as spa therapists know exactly how to indulge their guests.
Water is essential to life and an important component of most treatments. Guests may lie in running water or water from a hot spring. They may luxuriate in a private spa bath, pool or whirlpool, or take the cold plunge -- whereby a long soak in warm water is interspersed by quick dips into cold water -- invigorating to say the least.
Martha Tilaar and Mustika Ratu are among the most famous spa-industry names here. They are also the country's biggest cosmetic manufacturers and use their own products for spa therapy.
These businesses have been so successful that outlets have opened up overseas. Martha Tilaar spa outlets, for example, can be found in Kuala Lumpur, Brunei Darussalam and South Korea, while Mustika Ratu has opened up in Malaysia, Singapore, China, Japan and Canada.
"Spa therapy is not our core business, but we have offered the service since 2000 to meet public demand as it has become the lifestyle of many people," said Yudhi Arya, the operational manager of Martha Tilaar spa.
"More people are aware of what they drink and eat. Also how to satisfy their body and mind through the spa."
Martha Tilaar's Eastern Garden is only available at five star hotels, while for those on a tight budget, Martha Tilaar Salons and spas are located in shopping malls or stand-alone outlets, which now number now 30.
Yudhi pointed out that the spa business is enjoying robust development, especially now that the economic condition of the country is more stable. Customers are both women and men, as men are no longer shy about visiting the spa or the salon.
The term "metrosexual" has been coined for the growing number of heterosexual men in the metropolis that have large salaries and are not afraid to indulge themselves in facials, massages and the like.
A full body spa treatment usually takes between one and six hours. The price ranges from under a hundred thousand rupiah to more than US$1,000 at exclusive spas in locations like Bali.
"But for people who do not have that much time (or money), we offer shorter treatments, like the hair 'spa'," said Arya, referring to therapy that concentrates on one area of the body such as the scalp or feet.
Lifespa at the Jakarta Hilton International opened in the early 1990s, while its fitness center has been operational since 1985.
"We opened the spa center as more people were aware of the importance of good health and were looking for alternative treatments," said Ade Andria, Lifespa's marketing communications manager.
"Actually both the fitness center and the spa are centers for relaxation. The difference is, at the fitness center, you will find relaxation is the result of hard work, while in the spa the therapists do the work for you," she said.
For Rp 280,000 (about US$34) one can enjoy a two-hour full- body treatment at Lifespa. The client will be treated to a massage, body scrub and body mask. Reflexology is available for Rp 80,000 a session.
Due to the high demand, Ade suggests making a reservation to avoid disappointment.
Vena Melinda, a TV and film actress who runs a fitness center, is one of many people who regularly indulge in spa therapy. Usually, she says, she spends four hours at a spa center. Three hours for a full-body treatment and another hour for reflexology.
"I really enjoy the atmosphere and the rituals - the massage, the scrubbing, the aromatherapy...," she said.
She does not go to any specific place for treatment but she cites centers in Singapore, Kuala Lumpur, Lombok, Bali and Batam as among those she has visited. According to Vena, she enjoys body treatments in Indonesia the most. Her favorite center is located on Lombok.
"I book a spa treatment once a month. This relaxes my body and my mind, and helps me to achieve balance in life," she said.