In the past, the realm of skin care and spa treatments was largely dominated by women. These activities were often culturally and socially aligned with femininity, leading to a widespread perception that they were not inclusive to men. Skin care was simply seen as vanity, and spa visits as a luxury indulgence reserved for women. However, the perception has been changing over time.
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In the past, the realm of skin care and spa treatments was largely dominated by women. These activities were often culturally and socially aligned with femininity, leading to a widespread perception that they were not inclusive to men. Skin care was simply seen as vanity, and spa visits as a luxury indulgence reserved for women. However, the perception has been changing over time.
There has been a shift in societal perception and a greater understanding of health and wellness, which has led men to reconsider their stance on grooming and self care. The modern man has begun to understand that taking care of his appearance and well-being is not a threat to his masculinity, but rather an enhancement of it. It's an acknowledgement that looking good and feeling good are one and the same. This shift has been supported by a growing beauty industry dedicated to men’s skin care and wellness.
A New Era Of Men's Care
Products and services that were once exclusively marketed to women are now being designed with men in mind. For example, there are now moisturizers and serums tailored for common male skin traits such as thicker and oilier skin. Also, treatments are being tailored to address male concerns such as muscle recovery or hair loss.
The growing interest in aesthetic treatments among men represents an incredible opportunity for spas and wellness centers to expand their services and customer base. By embracing this shift, you can position your business as inclusive and forward-thinking. Breaking the stigma and highlighting treatments specifically tailored for men can be a perfect opportunity to improve your gross sales and increase your client base.
Despite the longstanding stereotypes, there is a palpable change that can be seen, especially on social media. Modern celebrities, athletes and influencers are increasingly open about their self-care routines. Some celebs have even launched their own grooming lines, so men are showcasing self-care as a daily routine that it is of importance. Spas are taking note in the rise of men-focused self-care products such as beard oil, woodsy-scented cleansers and aftershave moisturizers. How do you begin to market and cater to these possible new male clients? Let’s break down some ideas to tap into this budding market.
Clear Messaging To Men
First, you want to determine how to tailor your marketing and messaging to the male market? A great way is to first identify characteristics and lifestyle behaviors about your male client. What is important to your male client? Is your male client retired or is he still working? What are their lifestyle habits? What age range of men would you want to focus on? Once these questions are answered, you can start to build your message.
In my experience, a lot of men want to know why should they start going to a spa. Beginning with the “why” will help you create a powerful marketing campaign to capture your audience. The benefits of going to a spa also need to be addressed in your marketing message. For example, you could include in your marketing message that spa treatments will increase his self-confidence, restore a youthful appearance, or give him a professional edge. It is important that your messages must speak directly to your target market.
Also consider a problem-solving marketing message such as this treatment will minimize oil and help to clear your pores which makes your skin appear smoother and reduces shine. Men typically want clear messaging that leads them to an easy, uncomplicated decision-making process on what services to schedule, commitment level and any aftercare maintenance. You should also share some testimonials and before/after stories from male clients to build credibility and give your potential male customer something to relate to.
Tailoring The Treatment Menu
Now what happens if your male target decides to click on your initial marketing message? You need offerings that will make him want to schedule so you need to design male-focused offerings and create packages tailored to men’s needs. Service offerings to consider creating are treatments for razor bumps, acne scars or stress-related skin issues.
You could also offer med spa services like “Browtox” for quick results or fillers for a natural refreshed look or achieving a sharper jawline. Other specialized treatments to offer could be deep tissue massages that target muscle tension from sports activities. You could also build a men’s healthy skin facial offering to address the challenges of shaving such as ingrown hairs and razor burn.
If you are located near a lot of office buildings, consider offering express services for busy schedules like lunchtime facial treatments or quick touchups. Your male audience will appreciate these targeted service offerings so they can make sure they are getting what they need. Be sure to make the male customer aware when they book the service if they will be red after the facial treatment or have any downtime, so they make plans accordingly. Not every guy will wear makeup when going back to work.
An Inviting Spa Space
By far, the biggest feat is getting men physically to walk through the door. The spa experience itself has been reimagined from a masculine perspective. Many spas now are offering environments that are more gender neutral which will make spas more inviting to men, creating spaces where they can feel comfortable and catered to. Once they visit, it is up to your spa to ensure they experience what you have to offer and help them understand what you are selling. If you hit the mark, they can become the most loyal customers.
You may want to consider offering some additional training for your team so they are prepared and educated on how to handle your new male visitors and to provide plenty of information during their first visit. For example, they need to pay special attention on showing men where to go and what to do on their first visit since most men are uncomfortable on their first visit. Skin treatments or facials might be something totally new for them. One of the first things to explain is do they change into a facial gown or do they just take their shirt or shoes off for the service.
It is also important to guide them on your spa’s amenities even if it is as simple as offering them a beverage and showing them where the bathroom is and telling them how long the service will be. A brief tour always goes a long way in making your new guest feel at ease.
Retail for Men
Next, offering male focused retail products can also compliment the services and give them some goals in their self-care goals at home. Remember, male consumers usually are receptive to uncluttered, simple step skin care solutions. Careful consideration should be given to retail strategies, taking into account the distinct considerations of your male consumer. Men will usually be attracted to simple color combinations that are primary such as black, blue, grey, or silver.
In your retail choices, consider stocking men focused products like beard oils, razors, shaving cream, etc. so they can see you have some researched solutions for their skin ailments. Beyond the physical ambiance and products available, the sanctuary of the spa can provide a much-needed escape from the relentless pace of modern life. It is our job as spas to help the modern male see spa visits not just as an occasional indulgence, but as a regular part of a holistic approach to health and wellness. Often men will be resistant as they do not want to appear too consumed with their appearance. We need to get rid of these rigid gender norms and show men to include self-care and personal grooming as essential components of a healthy, confident life.
Treatments often promote relaxation, reduce stress, and help manage anxiety. In an age where mental health is gaining attention, a spa can be a much-needed reprieve and more of a necessity instead of a luxury. Regular spa visits can contribute to improving sleep patterns, better skin health and even reduced blood pressure. The more education there is in overall health, the more men can see that taking time out for themselves would only be beneficial for their well-being and the -wellbeing of their skin.
Once you start to build a base of male clients, it would be beneficial for your business to offer a small survey to learn more about your male customers. This is a great way to learn about the male client walking through your door and how you can continue to improve your service offerings and most importantly, attract more male clients. You can use this information also to host informational sessions or social media Q & A’s focused on men’s skin care and aesthetic needs. You can address in these sessions the misconceptions and highlight the safety, subtlety and natural results of treatments.
Join The Male Spa Journey
The journey to break free from societal shackles and truly embrace self care is ongoing. As more men step into soothing confines of the spa, they are just indulging their senses, but also making a statement that self care, wellness and relaxation are universal, unbounded by gender. By adapting to the cultural shift, you can foster inclusivity and gain a competitive edge while empowering all clients to feel confident in their own skin.
