Pulse August 2016 | Page 37

pas have long tried to demystify the male spa-goers. What are their demands? How can they be drawn into the spa more regularly? What treatments do they prefer? From a business standpoint, there is a good reason why spas and resource partners should pay closer attention to this demographic: Men are a growing market for the spa industry. In fact, data from the ISPA Foundation Consumer Snapshot – Volume IV: Male Consumer Insights indicates that 47 percent of spagoers in the U.S. are male. At a closer look, the average male spa-goers are between the ages of 25 to 44, likely to work in a manager level and have household earnings of more than US$50,000. Given these numbers, the idea that men do not enjoy going to a spa is clearly nothing more than a myth. “Male guests really like to go to a spa and take time for themselves. Sometimes it’s just a little difficult getting them to actually do it. However, once they are here, they often don’t want to leave,” says Zach Thomas, spa director at Island Spa Catalina. Island Spa Catalina's Relaxation Deck is one of its male guests' favorite spots to unwind. The Truth About Men The whole notion that men are less aware when it comes to health and wellness is completely unfounded. In fact, Noella Gabriel, managing director at Elemis, says the modern male spa-goer now understands how stress, pollution and increased lifestyle demands can directly affect their skin. “The availability of better shaving foams and gels and an increase in the use of daily moisturizers are two key factors that have contributed to men’s understanding of the importance of daily skin-care regimen,” she says. Gabriel adds that men now make more time for both spa treatments and skin-care products designed specifically for them, such as the Elemis Skin IQ facial. They are also willing to be educated when purchasing their specific home-care products. “Men are keen to experience treatments and are comfortable booking their own facials without feeling awkward in a comfortable environment. This is due to spa design becoming more homely, nonintimidating and moving away from the sterile clinical appearance. We have to remember men are very loyal customers and tend to stay with a brand when it works for them,” she says. Organic Male OM4 CEO Michael Bruggeman says there is also no truth to old beliefs that male spa guests do not purchase retail products. “They do if they August 2016 ■ PULSE 35