
We live in an era that prioritizes self-care and wellness at an ever-increasing rate. This prioritization includes more people taking time daily to incorporate wellness and skin care rituals into their routines at home, as well as scheduling professional services at the spa more frequently—particularly men. According to iSPA’s ongoing research through Consumer Snapshot Studies, 47% of spa attendees are men, making them just as critical to the success of our spa businesses as women.1
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We live in an era that prioritizes self-care and wellness at an ever-increasing rate. This prioritization includes more people taking time daily to incorporate wellness and skin care rituals into their routines at home, as well as scheduling professional services at the spa more frequently—particularly men. According to iSPA’s ongoing research through Consumer Snapshot Studies, 47% of spa attendees are men, making them just as critical to the success of our spa businesses as women.1
Though all genders traditionally look to the spa for de-stressing and wellness, it is critical to curate a spa experience that meets everyone’s unique needs, including men. Outside of massage services, the male demographic is not prioritized by spas in terms of the amount of energy invested into marketing (including social media), choices in spa design and the professional treatment and retail offerings. Though it is known that many men are interested in spa services, some spa businesses are unsure of how to approach crafting men’s professional treatments, such as facials, and how to effectively market them to new and existing male clientele. To maximize the effectiveness of approaching this critical demographic, men’s unique skin traits and best skin care practices must be identified, and optimal tactics to retail products and attract new male clients to the treatment room should be incorporated.
Men’s Skin: Key Differences
So, skin is just skin, right? Well, not quite. Though skin essentially provides the same function for everyone, there are some key differences that are critical to understand when curating a skin care routine or professional facial treatment for male clientele.
One key difference includes men’s naturally higher levels of the androgen hormone testosterone, which can greatly impact the skin’s condition.2 For example, testosterone affects skin’s thickness, and men’s skin tends to be about 25% thicker than women’s skin.3 This increased thickness is partly due to elevated collagen density. Though men have a higher collagen density, their collagen tends to decline as the aging process begins, meaning signs of aging like wrinkles and loss of elasticity may show up at an earlier age. However, men’s collagen decline is at a constant, consistent rate,3 making aging appear more subtlety, whereas women can experience collagen loss suddenly after reaching menopause.
Sebum or oil production also differs with men. Naturally higher testosterone levels in men can cause much more active sebaceous glands, leading to oily, shiny skin, with large pores and potentially increased acne lesions. Another obvious difference with men’s skin is the presence of increased, fuller facial hair. As many men know, shaving can cause a host of skin concerns like dryness, redness, irritation, inflammation and sometimes infection. As shaving discomfort is a common concern for men, let’s explore the best practices for caring for the skin around and under the beard.
The Do’s and Don’ts of Shaving
Almost all men grow some form of facial hair at some point, and most men will shave to get rid of this hair. Whether the hair is thick or thin, shaving often comes with the aforementioned uncomfortable effects, and the aftermath of shaving often leads to some men avoiding skin care altogether, for worry of making the issues worse. Regular maintenance and post care of the beard area after shaving is an essential tool to improve men’s skin health. We have the opportunity as spa professionals to educate men on how to approach the care of the skin pre, during and post shaving, as well as be encouraging advocates for men to book frequent facial treatments and use home care products regularly. Educate yourself with the Do’s and Don’ts of Skin Care and Shaving so you can properly educate your clientele.
Getting Men into the Treatment Room
We know that men are interested in spa treatments, but how can you market spa services to men when they have traditionally been geared towards women? As gender-neutral skin care continues to be recognized as an emerging trend, there are many ways to attract male clients and make them feel welcome in your spa.
Create a Sense of Belonging. An additional critical insight gained from iSPA’s Consumer Snapshot is that men are less likely to visit spas if they are not familiar or comfortable with the spa environment. To avoid missing out on a key target segment, ask yourself if the atmosphere, treatment selection, and marketing materials in your spa and throughout your social media channels speak to all genders. If they do not, consider updating décor and color selection with more gender-neutral colors and reworking marketing language to include universal verbiage.
Communicate and Educate. Communication and education are equally important in the effort to attract new male clientele and retain existing ones. The first time at a spa can be overwhelming if you do not know what to expect, so take the extra steps to inform clients on the type of experience they will be receiving. This is especially important for first-time male clients who may be new to the self care world. Having an updated website and treatment menu will also help ease pre-treatment anxieties and can answer questions beforehand.
Tailor Spa Treatments. As discussed, men and women have different skin types, and it is important that you have tailored spa treatments to reflect these differences. Ensure all staff members are educated on these differences and offer treatments to reflect these needs. Also, be sure to have a range of products that your male clients can purchase post-treatment and provide additional usage instructions for clarity.
Approaching Men’s Facials
Though the steps of a men’s facial are essentially the same as any gender, what will likely differ are the products utilized and their active ingredients. Additionally, where and how the massage is performed, the add-on treatments offered, and the types of retail products for sale, should be adjusted to appeal to the male client.
Selecting Products for the Facial. Everyday skin care is essential for everyone, and men can benefit from even the most basic of routines. Though the facial you perform for male clients will include more advanced products and procedures, recommend a few products that can be incorporated into their daily routine. For male clients, I often recommend products with oil-controlling ingredients like salicylic acid and red clover, gender neutral scents and lightweight textures. Throughout the facial, keep any communication simple and targeted on the basic steps you’ll have them use for their at-home routine.
Incorporating Massage. A great way to enhance the spa experience for male clients is to incorporate add-on services like massage to their treatment. Massage can help soothe and relax tired or sore muscles, but not all men, especially new spa-goers, are comfortable with the idea of massage in a spa setting. So, how do you ensure that male clients are comfortable with these add-on services? First, communicate that massage is part of their spa treatment and explain what they should expect during the service. Ask your clients if they have any areas of concern like sore neck and shoulders, as well as any areas that they may not feel comfortable with having massaged. When treating the face, focus massage away from areas that have a lot of hair or beard growth. Do massage in the direction of the hair. Incorporate more massage onto the pectoralis muscles, neck and shoulders, arms, forehead, and eyes, as men typically have a larger muscle mass in these areas. This gives a great opportunity to elevate the service without irritating the beard area. When it comes to the actual massage, the lotion or massage oil that you use is equally important. Some male clients are more sensitive to heavy scents, so stick to products that have more neutral ingredients like aloe, peppermint or stone crop.
Top of Mind
As we gain insight about the current state of the spa industry, it is apparent that men’s interest in self care through spa services is on par with women. As this insightful information emerges, it is paramount to keep this key demographic in mind as a spa business. Creating a gender-neutral spa and online marketing environment, along with male-targeted treatments, is a sure-fire way to attract a more expansive clientele. Educating male clients on their unique skin type while offering product and routine recommendations, will help turn new and existing male clients into loyal fans. As we recognize that the male clientele makes up nearly half of our customers, it makes sense to approach your spa’s business from a gender-neutral standpoint and invest the same amount of energy into targeting men for the best chance of success.
Brian Goodwin is an award-winning international educator for Éminence Organic Skin Care. As a master medical esthetician, master herbalist and consultant, Goodwin leverages over 10 years of spa industry experience to bring fun, engaging education to spa professionals around the world.