Spas with a kids' menu

Zoey Copsetta was just 3 or 4 when she had her first mani-pedi. It wasn't planned - she and her mother were walking by a spa and decided to splurge.

Now, the third grader at Wedgwood Elementary School in Sewell, Gloucester County, loves her regular visits.

"It's relaxing," said the 8-year-old, "and when they put the lotion on my legs, it tickles and I like that."

Zoey is part of a growing trend of young girls - toddlers to tweens - indulging in professional facials, manicures, pedicures, hair styling, makeup, even massages. In some cases, girls are visiting their mothers' spas, but with names like Sweet & Sassy and Little Miss Spa Parties, part of the market caters exclusively to the smaller set.

Perhaps it's an increase in marketing opportunities through social media, parents trying to alleviate the stress of overscheduled kids, or the pressure to find the most unique birthday party, but spas for kids are growing.

The concept began to take off in 2012, said Mia Kyricos, chief brand officer of New York-based Spafinder Wellness, a marketing company for the wellness industry.

According to the most recent statistics from the International Spa Association, about one-quarter of the country's approximately 20,000 spas offered services specifically for the under-13 set in 2013, a 15 percent increase from four years earlier. And more than half of all U.S. spas in 2014 offered services for teenagers, up from one-third in 2009, according to Kyricos.

Though Zoey has been to a bunch of spas, her favorite is Sweet & Sassy's Cherry Hill location, which caters to girls younger than 11.

Of the company's three segments - salon, retail, and parties - its salon business is the one area that saw growth last year, about 7 percent or 8 percent in revenue, said Christine Gorham, who opened Sweet & Sassy in 2008 with a partner.

"It's all done in age-appropriate good taste," says Gorham, explaining that the spa doesn't offer massages, use metal implements in its mani-pedis, or apply fake nails. "We do a sheer, glittery, age-appropriate makeup, and our facials are chocolate or strawberry flavored hydrating mud baths."

Four-year-old twins Giuliana and Angelina Roach go to Sweet & Sassy every two months to get a manicure, updo hair style, and makeup - although on a recent trip they got a pedicure.

"They are both the true definition of a girly girl," said mother Marisa, from Sewell, who believes that her daughters' love of the spa comes from their wish to be Disney princesses. "I am glad there is a place to go to help my girls fulfill their fantasies.

"Do I see it as them being spoiled? No, it's about spending quality time seeing them doing something they enjoy."

Popular spa services include a manicure ($14.95), and a mani-pedi package ($29.95), complete with a toe ring and nail art. Pedicure tubs are child-size. Birthday parties ($299 to $469 for eight) can be customized or chosen from popular preset choices such as the Runway Fashion party ($369), which gives girls costumes and makeovers that include getting an updo hairstyle, polished nails, and glittery makeup. Party coordinators lead guests in dancing and a runway show before ending with cake and ice cream. Each girl leaves with a faux hairpiece, feather boa, bling ring, and group photo. For really high style, Sweet & Sassy offers a 20-minute pink limo ride ($150 extra for a round trip ride within seven miles of the store).

Dustin Kidd, associate professor of sociology at Temple University, acknowledges that spas can provide healthy, rejuvenating experiences, but "it's just another way to pressure kids into engaging in these experiences and for parents to pay for it," he said. "It's much more about teaching children how to become consumers."

Kidd also worries that children are becoming increasingly consumed by their own appearance. "The younger [that] kids start to deal with these kinds of issues, the bigger the problem is going to be throughout their lives."

Copsetta hadn't thought about the right age to take Zoey to the spa. But after they did it once and loved the experience, they made it a habit. Copsetta said her daughter has earned this special treat.

"She's a straight-A student, and she's incredibly busy. She's been dancing since she was 2 and has been involved in a lot of activities. She doesn't get a lot of time to herself where she can relax and be pampered. And we can do it together."

According to Jay Greenspan, chair of pediatrics at Thomas Jefferson University/Nemours, she may be on to something. While there are other, less expensive ways to relieve stress - such as reading and listening to music - if it's a kiddie spa treatment that works for your child, so be it. "There's no question our kids are under more stress than before and that we, as parents, should find ways to reduce that stress. It's not good for them," he said. "With the parent, a spa could be a nice bonding experience and a way of reducing stress." Just avoid extreme temperatures and chemicals.

For such teens as Carolina Murphy, 14, spa treatments have been a part of her health-care regimen since she was 11. Having suffered from mild acne breakouts, Carolina was encouraged by her mother, Colleen, to try a facial and avoid the medicine a dermatologist would prescribe.

"It helped my skin a lot right away," recalled the freshman at Nazareth Academy High School, who regularly goes to Eviama Life Green Spa & Boutique in Midtown Village.

"Going to a spa is seen as such an indulgence, but I think for girls who struggle with skin conditions, it can help your self-esteem," said Colleen Murphy. "And it taught her how important it is to take care of herself."

Eviama also offers the "Head, Shoulders, Knees, and Toes massage" ($77 for 35 minutes) geared to kids as young as 5.

"We want the little ones to get a feeling of what it is to have wonderfully aromatic compresses, to have someone touching their face in a very caring and gentle way, to get a sense of what it is to clean and care for the skin, and at the same time, relax while someone is doing something for you," said owner Penny Ordway, who opened the spa in 2002. In just the last three years, Ordway has seen the number of child clients triple - from a few each month to about a dozen - which she attributes to marketing and people sharing on social media.

For Taylor Graham, 9, a mani-pedi and facial have been a birthday treat for the last two years. "It's really fun and a nice place to go to sit back and relax," said Taylor, whose manicure at Sweet & Sassy included pink polish with penguin nail art.

"This is her version of playing with makeup," said her mother, Diyong, of Northeast Philadelphia. "I don't usually allow her to have that."