Today’s professional men are no strangers to the benefits of a well-manicured handshake. But any man is liable to jump on board once he experiences the relaxing effects of a mani/pedi.
How do you position manicures and pedicures in a way that appeals to men?
Ramirez: Use guy terms. Just like ‘Sports Massage,’ think ‘Handyman Manicure.’ ‘Soft, supple hands’ will not appeal to men.
Dubois: Keep the language simple, and don’t use fancy, elaborate names. Try ‘Gentleman’s Manicure’ and ‘Sports Pedicure.’ We have a popular men’s package called The Works, which includes a master barber cut, brow trim and manicure. Also keep in mind, men want to feel comfortable in the spa environment. Oftentimes, spas sport super-feminine design, and men feel out of place. In our spa, we’ve created a section for men. We have a private Barber Spa for the male client, stocked with barber chairs and wood-paneled mani/pedi stations, as well as a separate men’s locker room with amenities such as a rain shower and steam room. For additional services, men can directly enter the spa from this area.
Patterson: In creating my spa, I sought to create an androgynous environment that’s comfortably classic. In our nail room, we have old-fashioned movie picture posters of Marilyn Monroe, Audrey Hepburn—and Johnny Cash. But by far, my best marketing vehicle to attract men for grooming services was an event dubbed ‘A Beer and A Buzz.’ I invited local micro-breweries to come in and offer beer tastings while the guys got spa services: manicures, pedicures, facials, waxing and head-neck-shoulder massages. I had wives order the services they wanted their guys to try, drop their guys off and pick them up at the end of the night. A local newspaper heard about it and dispatched a reporter and photographer. I ended up on the front page! You couldn’t ask for better advertising.
Russell A. Jackson is a freelance writer based in West Hollywood, California.