The surge, most visible in the afternoons and on weekends, is driven largely by young professionals and middle-aged women seeking skin recovery, brightening therapies, acne and melasma treatment, and cosmetic tattooing for lips and eyebrows. Several spas have launched promotions offering discounts of 20–30%, with some cutting prices even further to attract clients.
Residents say the year-end rush reflects a desire to enter the new year with renewed confidence. Nguyen Thu Kieu of Dien Hong ward said she began a month-long skincare regimen early to allow time for recovery. “Every time I visit the spa, it’s packed,” she said, adding that the trend has shifted toward natural, healthy-looking skin rather than heavy makeup.
Middle-aged customers are also investing in longer-term treatment plans. Le Ngoc Chau of Quy Nhon ward, who has long struggled with melasma and freckles, said she enrolled in a new therapy after seeing promising results among friends. “Beauty treatments at this time are both self-care and motivation for the new year,” she said.
While footfall at some clinics is slightly higher than last year, spending per customer has dipped. Spa Zen owner Cao Thi Ngoc Bich said clients are opting for more moderate packages and spacing out their visits. “Ongoing economic fluctuations are prompting consumers to tighten their budgets and prioritise essentials. Beauty services are being adjusted to fit the times,” she noted.
This shift has pushed many spas to focus on service quality and personalised consultations instead of relying solely on seasonal promotions. Several are tailoring treatment plans by skin type and enhancing customer experience to secure long-term loyalty.
Charm Spa Jjim Jil Bang in Quy Nhon Nam ward reports strong demand for facial and body care, therapeutic massage and traditional Korean detox sauna services. Owner Le Thi To Quynh said the spa is offering up to 40% discounts as a customer-appreciation gesture.
Industry experts caution that the heightened pre-Tet activity has also amplified risks. Unlicensed beauty facilities and aggressive social-media advertising for invasive procedures such as filler injections and laser treatments have led to numerous reports of complications. Consumers are urged to select reputable, licensed providers with certified practitioners and to avoid being swayed by low-cost offers during the holiday rush.