research which indicated that a large
number of male spa-goers are interested
in trying or learning more about spa
offerings such as hydrotherapy (51
percent), acupuncture (47 percent),
mind/body experiences (47 percent) and
aromatherapy (45 percent).
Grant Bruce, director of spa at
Miraval Resort & Spa in Tucson,
Arizona, has observed the same trend
among men. “Our male guests really
enjoy our Athlete’s Massage or
Restorative Deep Tissue treatment.
However, we are seeing a transition, and
more men have enjoyed our facials, such
as our Men’s Restorative Facial or Men’s
EmerginC Facial,” Bruce says.
To appeal to its male guests, Miraval
offer male-focused treatments like Men’s
Muscle Repair, which uses Arnica oil to
increase muscle elasticity during
massage, and Elemis Time for Men Skin
IQ Anti-Ageing Facial Treatment.
Epicurean Hotel – Spa Evangeline also
pays attention to the language they use
when marketing to men. “Our service
menu is designed to resemble a menu
from a fine-dining experience,” says
Zipkin. Male-focused treatments have
masculine names like Bern’s Bourbon on
the Rocks Pedicure and Hot Whisky
Scour Massage. The spa also uses strong
images (i.e., a glass of whisky) instead
of traditional stock photos.
Ultimately, Bachinsky of Hand &
Stone says men want a game plan. “Our
male customers want to be told how
often to return for treatment before they
leave the spa. They are very loyal once
they feel comfortable,” he says.
What Women Want
The female spa-goer is often very savvy
as a consumer. “They follow trends and
are more apt to layer products or have a
more in-depth regimen, which will cater
to their skin-care program to fit specific
results they look for,” says Casper.
“More women have concerns with
cellulite and hyperpigmentation (caused
by melasma/pregnancy mask and other
factors).”
With women making up the
largest percentage of spa clients, Casper
suggests focusing on meeting their
needs. “The treatment menu should
speak to common skin and body problems and solutions they may be facing,”
she says.
While female spa-goers, like men,
want the therapeutic benefits of a spa
treatment, they also equally love the
“pampering” aspect of a spa. “They tend
to go for the extras, such as lavender
aromatherapy or hot towel hand treatment add-ons,” Bachinsky says.
Apart from massage, women are
more likely to experience a facial, body
and specialty treatment. “Microdermabrasion and collagen facial are among
our most popular treatments for women,”
he says.
(CONTINUED ON PAGE 38)
LINDA ZIPKIN •
Membership &
Community Relations
Manager • Epicurean
Hotel – Spa Evangeline
• Tampa, Florida
36 PULSE
n
March/April 2015