WHEN YOU THINK OF MEN AND SPAS, WHAT DO you imagine? The "predictable," such as a deep-tissue massage after four-and-a-half hours of golf? I challenge you to think outside of the box. Those who do are profiting. Maybe it's the "metrosexual" zeitgeist, or maybe it's just that men have simply come to understand what women have long known — that a facial is way more than skin deep.
Example 1: At Nickel day spas in Paris, facials represent up to 70 percent of all treatments performed. Philippe Dumont, founder of Nickel, says that because Parisian men have thick and oily skin, aging is not their main concern. Rather, they want to look clean. (Nickel is French for "being clean and feeling good.") And men are flocking to Nickel in droves. Dumont has been able to capitalize on the male appreciation for a straightforward and no-nonsense approach. Turn to page 42 for the "Inside Story" of how Dumont took his idea and turned it into a $5 million worldwide brand.
Example 2: Facials are also the most-requested treatment at the spa at The Balboa Bay Club & Resort, located in Newport Beach, CA, where an entire floor is dedicated to men's spa services. The club's Gentleman's Facial is a 50-minute treatment priced at $115. Says spa director Jim M. Croghan, "Most males are used to a soap-and-water regime, and we're giving them a much better alternative — a good skincare experience." And, since most of his male clientele end up buying the Pevonia products used in the facial, statistics suggest that they'll be back.
A male spa-goer enjoys the offerings at the Biosilk Spa in Houston.
If you'd like to rev up your own male offerings, turn to this month's "Menu", which focuses on treats for the guys. See what spas around the country have been selling successfully, ranging from the traditional — the Hot Lather Shave ($45, 45 minutes) at the Grooming Lounge in Washington, D.C. — to the innovative — the Hops and Barley Double Play ($115, 50 minutes) at the Pacific Waters Spa at Hyatt Regency Huntington Beach Resort & Spa. But even the more traditional Hot Shave has a modern twist: "Perfecting the process for this shave took more than two years of research," says owner Michael Gilman. In the treatment's first step, a hot towel is sprayed with eucalyptus and applied to the face and neck. It's just what guys want — efficiency. Not only are pores being opened, but the aromatic scent of eucalyptus also creates a sense of well-being at the same time.
In addition, this issue brings you tips on how to market to men in "Targeting Testosterone". And, once you get them in for a treatment, you'll want to have the right goods: See our special "Spotlight" on products for men.
What's your story on male clientele? I'd love to hear about it
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