[Image: Getty Images]What are some common skincare issues that men want to address?
Garrett BellRios, cofounder and chief operating officer of Rehab Wellness in West Hollywood, California: Men typically shave regularly and most likely experience irritation, ingrown hairs and/or razor burn. For this reason, many of our skincare treatments integrate products and formulas to soothe and moisturize the skin.
Gabriele Gavrielidis, head of marketing and branding for Lanphier Spa & Salon in Darrien, Connecticut: Male skin is usually thicker, oilier and warmer than female skin. So, men need treatments and products that absorb more readily into the skin, but also take its oily nature into consideration.
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Catherine Warren, spa and leisure director of EAU Spa in Manalapan, Florida: Because men shave their facial hair so frequently, regular exfoliation is key, as dead skin cells that accumulate on the skin’s surface can just perpetuate irritation. We often incorporate added exfoliation tools— such as a facial cleansing device—to provide a deeper, more intense cleanse. We make sure to target the neck, chin and jawline as those are the regions that see the most stress from shaving.
Aharon Trottier, manager and head esthetician of Bodé Spa for Men in Toronto and Ottawa, Canada: I find that men are pretty concerned with hair removal. Back hair is much more visible and prominent in men, and is not an area easily reached with an at-home shave.
Trottier: Our manscaping services— particularly the Back Waxing/Sugaring ($35-$50) and Butt/Brief Waxing/Sugaring ($50)—are our most popular. In addition to grooming hard-to-reach areas, the services also include education, which our clients truly appreciate. We set aside 10 minutes to talk to them about the ins and outs of hair growth, post-wax care, etc. We do this in our other treatments as well, including facials, to make sure male clients are aware of how and why they should care for their skin, as well as how to groom themselves properly. It helps us build trust and repeat clientele.
Warren: Our Black Tie Facial (60 min./$165) is very popular, as it includes a customized exfoliation treatment and mask that help refine and smooth rough skin.
BellRios: We have a new Men’s Caviar Facial (60 min./$150) that features Pevonia’s For Him skincare line. The service incorporates a Myoxy-Caviar enzyme powder mask, which helps remove superficial skin impurities, sebum, dead cells and blackheads. It also includes a plant-stem-cell-based freeze-dried treatment that repairs the skin, relaxes wrinkles and increases hydration. This combination is incredibly effective in revealing healthy, more purified skin.
Gavrielidis: One of our most sought-after men’s treatments is The Man’s Facial (60 min./$150), the ultimate service for detoxifying, rebalancing and deep cleaning. It includes a relaxing 10-minute back massage and invigorating facial mask with clove, eucalyptus and peppermint oils.
How do you market men’s services?
BellRios: Our facility is located in a complex that also houses a popular boot- camp-style gym. Since we opened our doors in 2011, we’ve used this to our advantage and have leveraged the gym’s business to attract clients. We’ll run promotions for gym members and offer special perks or discounts for trying out services for the first time. It has really worked; gym goers like that they can get a wide range of services at our wellness center—vitamin injectables, skincare treatments, IV infusions and waxing. To show our appreciation for their business, we’ve named some of the vitamin injectables on our menu after their trainers!
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Gavrielidis: We participate in many local charity events by donating gift certificates for our men’s spa, which has helped spread the word. We also offer couples’ packages, which include introductory manicures or facials so men can experience what they’ve been missing out on. Some are embarrassed to get a manicure or pedicure, but once they try it, they’re hooked!
Warren: We invest in print advertising to promote our men’s menu in golf magazines, other male-oriented publications and the local newspaper. We also hold special promotions geared toward male-dominated occupations or sports. For example, we’ll have special weekend packages that target golfers or firefighters. These have really helped us get the word out and introduce our men’s menu.
What touches make your spa male-friendly?
Gavrielidis: We have a separate lounge area for men consisting of two sets of steam and regular showers. Though we provide all guests with a robe, slippers and towel, a few regular male clients have their own personal robes and slippers. We also serve refreshments and, on request, even beer.
Trottier: I think the most important thing you can do for your business—especially when catering to men—is to create a welcoming space. If men don’t feel comfortable in a spa, they won’t come back. Stereotypically speaking, women see spa time as a social activity and like to chat with friends and other patrons. Men tend to be more private, and come to wind down. So, we wanted to create a space that provides solitude and makes them feel comfortable and relaxed. Men’s services, including manis and pedis, are all performed in a single room with one therapist to allow them as much privacy and alone time as possible.
Warren: During services such as facials, we add personalized touches such as a customized playlist featuring the client’s favorite music. We allow them to watch TV while they get a shave or exfoliating treatment, and offer refreshments like a complimentary beer with our men’s mani/ pedi services. The spa also has a designated Jacuzzi area for men with water guns and fun bobble head toys, as we like to keep our space light, fun and entertaining!
Men’s Spa Products
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–by Angela Melero
