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More Than a Few Good Men

Cathy Christensen July 2014 issue of Skin Inc. magazine
Cathy Christensen

Cathy Christensen

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2014 may go down in skin care history as the year of the male spa-goer! Although this niche of the spa market has been on the professional skin care radar for a decade, it has truly come into its own this year. Skin care and spa marketers have been working to educate and convince members of the male market for years that their skin is important, too, and that there is a place for them in the spa world. And, according to research released in the International SPA Association’s 2013 U.S. Spa Industry Study, men are listening, and they now comprise 47% of the spa market.

According to an ISPA press release: “The report found that the average male spa-goer is between 25–44 years old, earns more than $50,000, and is employed at a management level or above. Due to the likelihood of his higher level of work responsibility, the average male spa-goer also reports higher levels of stress. The highest proportion of these spa-going men is found in the southwest region of the United States.”

Male spa clients are also ripe for making regular retail purchases from your spa and, according to ISPA, their most frequent retail purchases are shaving products, vitamins and supplements, and sun care products. This client is willing to pay a little more for quality and convenience, so building up his loyalty to your business could result in a very valuable client.

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