Pulse August 2016 | Page 41

created exclusively for men containing masculine scents, as opposed to sweet or floral,” says Allen.“ Key ingredients include eucalyptus, sage, sandalwood, lavender and tea tree. Men’ s skin tends to be oily, and these ingredients are all good for balancing the skin.”

Thomas agrees, further adding that packaging is also important if one wants to grab a man’ s attention.“ Scent and packaging are both important to a male guest. Scent needs to be clean and crisp. Packaging has to be eye-catching on the shelf to make them want to pick it up,” he says.

Gabriel, on the other hand, recommends looking for a comprehensive offering of cleansing, shaving and moisturizing products.“ Men’ s skin varies and many men experience sensitivity during and after shaving, so select products that are formulated to protect, calm and increase hydration. A product range should include good supporting clinical and user-trial results, with great spa marketing support so it can be advertised to clients,” she says.

Flewelling says it’ s important to pay attention to ingredients as well.“ The most important ingredient for our male guest is a good physical sun block. Our men are super active outdoors, from

golf, hiking and tennis to boating at our Lake Club,” she says.“ We love Image Skincare Prevention + SPF 50 and Epicurean Discovery Extreme Cream created originally for soldiers deployed to desert conditions, which contains propholis and anti-bacterial. SkinCeuticals Vitamin C serum remains the best on the market.”

Bruggeman also suggests selecting product lines and companies whose core business is men.“ Companies with this

Organic Male OM4 exclusively targets the male skin, formulating products that can effectively penetrate the absorption-challenged male skin.

type of focus can offer value-added consultative services in menu and treatment design which appeal to the male consumer. Language is imperative. Ingredients make a difference,” he says.

Finally, when marketing to them, talk to men using their language: Use masculine words, be brief, direct and, when appropriate, use humor. When you talk to them man-to-man, they’ ll likely return to your spa because they felt the personal connection. n

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