Forget the great divides of liberals v conservatives, vegetarians v carnivores, Gucci people v Hermès people. “We’ve found that there are two kinds of spa-goers: those who want treatments that offer results and relaxation, and those who want an experience,” says Susan Grey, regional vice-president of spa operations for Bliss.

And, while the needs of the “results and relaxation” set have long been addressed, the “experience” folks are increasingly a growth market, with “creative hybrid” treatments the latest category in the spa world.

Bliss, for example, operates 16 spas in the US, 21 worldwide, and offers more than 50 treatments – including two that fall into the “experience” category: the Double Choc pedicure and the Rhythm & Bliss massage, which entails being massaged to the beat of a specifically created music playlist.