Sign in

Marketing Tactics That Sell to Male Spa-goers

Mae Mañacap-Johnson July 2014 issue of Skin Inc. magazine
Marketing Tactics That Sell to Male Spa-goers

Get the Skinny! This is just part of the article. Want the complete story, plus a host of other cutting-edge articles to make your job easier? Sign up!

A lot has changed since the marketing days depicted in “Mad Men.” Gone are martini lunches and one-way marketing messages. The brave new marketing world has moved on to social circles and 140-character pitches. Along with these technology-driven changes, consumer dynamics have changed, too. For one, the highly evolved male consumer now demands male-specific products and services. On top of that, when it comes to marketing, they gravitate toward man-to-man talk: simple, specific and direct.

Keep marketing language benefit-driven

When marketing to men, resist the temptation to add fluff. “The male clientele is generally more straight-forward in what they want and are interested in achieving those results with fewer steps,” says Franziska Haala, spa director at Spa Aiyana at Carmel Valley Ranch in Carmel Valley, California.

Careful word choice, according to Tip Touch International president Jean-Guy de Gabriac, can be the difference between turning men away or converting them into loyal spa-goers. He advises veering away from feminine words and instead, using words such as, “deep bodywork,” “energy,” “clean” and “fresh.”

Making men feel comfortable

Want the rest of the story? Simply sign up. It’s easy. Plus, it only takes 1 minute and it’s free!



Welcome to the new!

Delivering the best information on the spa, skin care and wellness industry is our passion, and we’ve worked hard to design a powerful new website that incorporates cutting-edge technology to bring you:

  • Mobile-friendly Design
  • Integrated Sample Request
  • Refreshed Look and Feel
  • Dynamic Content
  • Free Registration

Mobile-friendly Design

Providing a unified experience from mobile to desktop, responsive design allows you to access Skin Inc. content from any device, whether you’re in the treatment room, at home or on the go!

Integrated Sample Request

Visit Featured Product pages to quickly and easily identify new suppliers and request product samples and information.

Dynamic Content

Articles are now linked with relevant products so you can find the products and treatments you need to provide the best results for your clients.

Free Registration

Create your user account to gain unlimited access to Skin Inc.’s unparalleled content.

Enjoy the New!

Thank you for joining the Skin Inc. community of passionate skin care professionals. We look forward to providing you the best information to enhance your career!