are not scared off,” Bruggeman says.“ Curation is key when it comes to men.
He advises creating a discrete section of men’ s items in the spa retail area to draw them in.“ Once you capture his attention, he will be less concerned about price and more open to finding lifestyle-compatible retail items. Pick and choose wisely by getting intimate with your male customers. Understand your location’ s unique male demographic and look closely at every aspect of his lifestyle,” he says.
Bruggeman also stresses the need to ensure that merchandising is substantive and the navigation process is simple
Top left: Spa at Ballantyne Resort offers male guests male-specific massage treatments. Above: Mountaintop Golf & Lake Club offers its guests and members top-class amenities to help convert male guests into loyal patrons.
enough for them.“ He may actually sneak a peek while rummaging the racks. While locker room introductions to product are statistically more effective, once experienced at the sink, he will be back to examine your grooming selection more intently,” he says.
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Key Ingredients That Work Best on the Male Skin
Bruggeman offers the following tips when finding the right skin-care products to carry in your retail area.
Look for functional emulsifiers with advanced delivery capability to penetrate male skin, up to 30 percent thicker. Men also have smaller constricted sebaceous glands that pump out 20 percent additional oil due to testosterone. This trifecta of factors creates a unique problem. Men are absorption-challenged. Small molecule delivery such as those in serumbased products is important.
Men’ s skin type is often a combination of oily T-zone and dehydrated in other areas due to poor cleansing and the very nature of the shaving ritual. Hyaluronic acid is a key ingredient to look for in a product.
Get rid of shaving foams. Ispropane, butane and alcohol do not hydrate the skin. Post-shaving calming ingredients such as kelp, chamomile and caper bud extract are a must. Rosehip oil suspended in a tonic or aftershave splash filled with calming botanicals is especially effective.
Ingredients which slow down oil production and refine pores such as high Alpine willow herb and mastic treat resin are important.
36 PULSE ■ August 2016