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
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