Pulse November 2026 | Page 43

This is the conclusion of a three-part Pulse series.

PART 1 FROM PERMISSION TO RELEVANCE September / October 2026

PART 2 RELEVANCE BY DESIGN November 2026

PART 3 THE RELEVANCE ADVANTAGE Digital edition bonus

NOW COMES THE NEXT QUESTION: What gives him a reason to stay engaged?

The answer begins with opportunities to experience products, understand their value and find a place for wellness beyond a single appointment.

THE TREATMENT ROOM IS THE TEST DRIVE

Perhaps the most overlooked retail strategy in the industry is product experience. Men want proof before commitment.

This behavior mirrors how they make decisions in other categories. Drivers take test drives. Golfers schedule fittings. Runners complete gait analyses.

CONFIDENCE OFTEN PRECEDES PURCHASE

The treatment room is uniquely positioned to create that confidence. The locker room is another area that can be structured as a wellness playground where men can experience products that support their wellness goals and lifestyle.

Perhaps the most important insight is this: Men are often experience-triggered buyers, not browsing-triggered buyers.

If spas want to increase retail sales among men, they must increase opportunities for product experience. That means incorporating men’ s skin care, grooming, wellness and recovery products directly into services.

Products should address the guest’ s skin, shaving habits and personal care goals— not simply carry a“ for men” label.

It also means creating an ecosystem of spaces where products can be experienced, compared and understood, not simply displayed. The locker room, barber area, salon and guest room can also become confidence-building environments.

MG2’ s research on grooming retail found 62 percent of male shoppers prefer independently testing and exploring grooming products rather than relying on experiences led by sales representatives. The lesson is simple: Men often purchase what they have experienced, not what they have merely been shown.

A display can introduce a product. Experience can help make its value clear.

CREATE A MEN’ S WELLNESS STORE WITHIN THE STORE

The retail opportunity extends beyond products. It includes how products are merchandised.

Retail environments can simplify navigation, reduce decision complexity and provide clear guidance. Major retailers offer examples of what that can look like.

In 2018, Target invested in a dedicated men’ s grooming destination featuring more than 600 products, expanded it into nearly 100 stores and publicly stated it expected to double its men’ s grooming business. The investment reflected management’ s belief that a purpose-built retail environment could accelerate growth in the category. As Mark Tritton, then Target’ s executive vice president and chief merchandising officer, explained:

PULSE n NOVEMBER 2026 BONUS 2