Father’s Day is just around the corner, making now the perfect time to pay attention to the increasing number of men who are visiting spas. One of the year’s prominent trends is an increase in the diversity of spa-goers, and this includes men who are becoming more comfortable with visiting spas for relaxation and routine grooming. In SpaFinder’s trend predictions for 2011, Susie Ellis noted that both resort and day spas are taking a more “man-friendly” approach, and spas and salons around the world are jumping on the bespoke barbering bandwagon, paying greater attention to men’s grooming needs.
Catering to a male client doesn’t have to mean changing your business model. Many of the services that female clients favor are the same that guys love too. A simple way to accommodate male customers is to segment out a more manly menu, which can be as simple as renaming some traditional treatments with more masculine titles. The “Man-y-cure” is a great way to toughen up a version of your spa’s signature manicure for male clients and Gentleman’s facials that focus on exfoliation and treating razor burn will make men feel that you’re paying attention to their needs. Creating manly spa packages is another great way to target a male clientele, particularly around Father’s Day, when many men may be receiving spa gift certificates as gifts. Pairing a sports massage and hand or foot grooming treatments, or teaming a hydrating facial with a relaxing scalp massage create great packages that won’t take guys out of their comfort zones but will let them know that you have their particular needs in mind while they try something new at the spa.
More men are going in for treatments many wouldn’t have considered in the past, like Brazilian Waxing for example. Enrique Ramirez, founder of spa face to face NYC said in a recent Club Spa article that he has noticed that many men are coming in for body waxing treatments, “I think a lot of men were shaving before, but in the past two to three years, I’ve noticed a trend in Brazilian waxing with men− and it’s not just gay men, a lot of straight men are coming in and getting waxed as well,” said Ramirez. Making men feel comfortable during these treatments is important and can be done not only by renaming, but considering incorporating a second product line that focuses on men’s skincare needs and has more masculine scents. Making man-centric products available in your spa will get guys to feel a part of the club. These simple steps can increase your business and make a segment of your clientele feel more comfortable than ever!