Increase business and gain loyal male clients with these tips:
EDUCATION IS KEY: “Personal grooming services, such as shaving, haircare, and styling are not always easy to incorporate into spa services, so offering product demos and educational sessions will be key in drawing men into the spa,” says Serena Slade, business development manager at Moor Spa. “I also suggest having an informative website along with relative social media content that speaks to a male audience.”
HIGHLIGHT THE BENEFITS: “Spa services help people to feel good. Clearly highlighting the benefits of services may help to bring in more men,” says Katherine Wernet, senior spa and salon marketing manager at Mindbody. “Positioning offerings as a way to recover, rather than a way to pamper oneself, may further appeal to men.”
PUT THE ‘MEN’ IN ‘MENU’: “A male-specific treatment menu is still best practice,” says Michael Bruggeman, CEO of One Well World. “Emphasize the look-good feel-good message and tap into underutilized salon space to offer some hair station-specific services. Men’s face treatments can be done in the salon freeing a treatment room for more extensive services.”
BE A ONE-STOP SHOP: “Spas are missing out on a significant revenue stream by not marketing grooming toward men,” says Michael McGuire, CEO of GM Revolution. “The best way to do this is to become the one-stop shop for skin for men. For example, if a man has a trusted barber, he is going to buy all of his products at the barbershop. Spas need to become the trusted skincare providers for men. This includes carrying men’s grooming and skincare products so they can continue the treatment at home.”
CONVENIENCE IS CLUTCH: “Spas should consider adopting an online booking system, which allows men to access services more efficiently and on their own time,” says Slade.
AVOID A ONE-SIZE-FITS-ALL APPROACH: “Biological differences, smell preferences, product application, and treatment techniques, especially when dealing with facial hair, should be considered in selecting products and designing men’s services,” says Bruggeman.
For more information on attracting men to your spa and creating a loyal male clients, check out American Spa's Sept/Oct issue.