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Four Steps to Creating a Male-Inclusive Spa Culture

Until recently men’s skin has been treated as a one-size-fits-all proposition, when in fact men have skin types and unique conditions too. So why have so few product lines and spas taken men seriously? The answer is simple. Prime retail shelf space is allocated to top sellers. Could there be a flaw in this equation when it comes to men?

According to the International Spa Association in 2014, the proportion of male spa-goers has shot up from 31% to 47% in less than 10 years. In 2014, total U.S. sales of men’s personal care hit $4.1 billion, up 6.7% from 2012, and 19% from 2009. Men’s skin care is one of the fastest-growing segments in beauty. Mintel predicts sales will grow to $4.6 billion by 2019.

There are four distinct ways marketers, sales associates and treatment providers can tap into the next largest revenue opportunity in spa.

Step 1: Retail Strategies
Create a discrete section of men’s items to draw in the male spa-goer. Once you capture his attention, he will be less concerned about price and open to finding lifestyle compatible retail items. Choose wisely by getting intimate with your male customers. Understand your location’s unique male demographic and look closely at his lifestyle. The merchandising must be substantive and the navigation simple – locker room introductions to product are statistically very effective.

Today, men’s products are lost in a sea of beauty lotions and potions, all aimed at the female market. Create a men’s store within the store, Maybe even one day having separate men’s and women’s spa boutiques.

Step 2: Spa Treatment Strategies
A major roadblock to increasing male aesthetic services in spa is the all-encompassing “Gentleman’s Facial.” Usually hidden at the bottom of the menu, men simply die before they get there. Revamp your men’s menus and male treatment descriptions.

Step 3: Stock The Right Quantity And Variety Of Men’s Skincare Products
Stock sufficient skin type and condition-specific men’s products to ensure your guest will have an amazing experience. Men’s skin is different. Men have different product preferences, and the most prevalent male skin types and conditions vary from women. For a quick overview of treatment considerations.

The reason we get away with using generic products is because most men don’t know the difference. Almost anything is an improvement for a first-timer. Men are becoming more savvy and will soon demand products and treatments aimed exclusively at their unique skin challenges.

Step 4: Get More Men Into Treatments
The concierge/ desk team is key to increasing bookings. Create a script for everyone to learn. Highlight the massage and hot towel aspects of the treatment. Work with men’s product vendors to design incentives for bookings. Therapists must feel at ease working with male facial hair and discussing product and wellness recommendations for continuing the treatment experience at home.

When we change the way we do things, we equip our teams with essential tools for helping the male guest choose products and services which enhance his health and wellbeing, while contributing to bottom line results.


Mike Bruggeman
CEO, Organic Male OM4

Sara Jones
Author: Sara Jones