This month we asked industry pros for their input on treating men in the spa and turning them into loyal clients. We have gathered expert advice from industry professionals on men's focused treatments, and we are bringing these tips to you.
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This month we asked industry pros for their input on treating men in the spa and turning them into loyal clients. We have gathered expert advice from industry professionals on men's focused treatments, and we are bringing these tips to you.
Tip 1: Pamper Your Male Clients
The market for men is wide open. In the last 15 years, there has been more interest, and men want results, but also enjoy the pampering more than you might think. Be sure to incorporate products that contain raw organic minerals, plant extracts and bio-tech ingredients like antioxidants, peptides and growth factors to make a difference. Introduce fresh and woodsy aromas, along with warming and cooling sensations throughout a facial. Be sure to also include a relaxing facial massage, to further enhance their experience. Men will see an immediate difference, love the pampering and become a great loyal client!
—Shannon Esau, CEO & National Educator, Rhonda Allison Skin Care
Tip 2: Have a Man Cave Display
More men are using skin care and visiting the spa than ever before! Capture their attention and loyalty with a nook in the spa dedicated for men’s care. Feature fun shaving tools, scalp massagers, beard oils, travel bags, supplements and a skin care line dedicated for men. Use these products and tools in your professional treatments or men’s locker room to help with sell-through.
—Melissa Morris, Director of East Coast Education for Pevonia Natural Skincare
Tip 3: Prioritize Men as Individuals in The Spa
When treating men in the spa, focus on the individual rather than the gender; you can create an atmosphere that inspires relaxation, balance and rejuvenation while emphasizing the importance of healthy aging. Offer treatments that address concerns, such as renewing skin rituals and massage techniques that promote muscle health and flexibility. Encourage the use of clean and non-toxic formulas and nutritive ingredients that support long-term skin health and overall well-being. By providing a neutral environment and a sophisticated approach to wellness, men can enjoy a spa experience that not only targets their main aging concerns, but also supports their journey towards inner peace.
—Rene Freeman, Global Educator at Osmosis
Related: Capturing the Senses of Men
Tip 4: Offer Direct Male Marketing and Customized Care
Having clients come in for a facial may not be difficult, but keeping them consistent is another story! To keep your male clientele coming back, focus on the tangible benefits and personalize the experience. Market treatments as a solution for specific concerns men often face like razor burn, acne or skin dullness, and emphasize how regular facials can improve their skin’s health and appearance. Recommend a home care regimen that is easy and effective, especially if they are new to skin care. Demonstrating visible results and personalized care can convert occasional visits into regular appointments.
—Viktoria De’Ann, Founder of Viktoria De’Ann Peptide Cosmeceuticals
Tip 5: Do Your Best to Make Them Comfortable
Men that step into a spa may feel nervous or insecure and most often, they don’t know what to expect. I find that it eases their mind when I guide them into the room and chat with them for 5-10 minutes about their lifestyle, skin goals and what brought them in for a facial treatment. I always try ask something personal about their hobbies or family, so I can immediately set them at ease, as people love to share about those things. An at ease male client is always better then a stressed, uncomfortable male client. They will enjoy their service and most likely come back!
—Jaclyn Peresetsky, CEO of Skin Perfect Spas and Skin Perfect Academy
Tip 6: Create a Gender-Neutral Spa Environment
It is more important than ever to create a gender-inclusive environment in modern spas. Traditionally, spas catered mainly to women, who still make up 70% of spa clientele. However, there has been a growing trend of men embracing spa and wellness services. Hence, it’s essential to ensure that the spa atmosphere is welcoming for both genders. Providing services and products tailored specifically for men, including deep tissue massage, skin care, beard care, and hair care, is essential. If space allows, consider offering co-ed spaces where couples can enjoy time together outside of treatment rooms, enhancing the overall spa experience.
—Sherrie Tennessee, MBA, CHE, Director of Education, SpaSOS
