At checkout: Make that exact product easy to find. The guest should not have to reconstruct the recommendation.
“ Guys are more style savvy and selective than ever …. By doubling down on our men’ s grooming offerings and elevating the experience, we’ re giving our male guests even more reasons to choose Target.”
The useful question for spa operators is not whether to replicate a big-box retailer. It is, Can guests can easily find, understand and experience products relevant to their goals? Department stores learned this lesson decades ago. The men’ s floor at Macy’ s is not merchandised the same way as the women’ s floor— not because the products are radically different, but because the shopping journey is different. The principle is straightforward: Simplify navigation. Reduce friction. Organize around the guest’ s goals.
ORGANIZE AROUND THE OUTCOME
Most spa boutiques remain organized around brands and product categories. Instead, operators should consider organizing around outcomes: l l l
Recovery Skin health Better sleep l l l l
Healthy aging Executive wellness Travel essentials Men’ s daily routine The objective is not to create a token men’ s corner. The objective is to create a men’ s wellness destination.
Walk through your own retail space. Can a male guest easily find offerings relevant to his concerns and goals?
Even the language deserves reconsideration. The word boutique resonates with industry professionals yet may mean little to the consumer seeking solutions. The goal is not simply to sell categories. It is to connect products with outcomes.
BUILD COMMUNITY AND BELONGING
Part 1 explored how visibility helped normalize men’ s participation in self-care. Community offers an opportunity to build on that participation.
The spa industry may have a role beyond introducing a service or recommending a product. It can also create opportunities for guests to connect around shared interests and wellness goals.
As traditional definitions of masculinity continue to l
MAKE THE NEXT STEP EASY A relevant recommendation should not end when the treatment does.
DURING THE SERVICE: Explain the product being used and why it was selected for the guest’ s stated concern or goal. l AT CHECKOUT: Make that exact product easy to find.
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The guest should not have to reconstruct the recommendation. FOR HOME CARE: Provide a simple explanation of where the product fits into the routine. FOR CONTINUED ENGAGEMENT: Offer an appropriate next step, whether another service, a product replenishment or an invitation to relevant programming.
Start with one service and one clearly defined guest goal. Review resulting retail purchases, rebookings and guest feedback before expanding the approach.
At checkout: Make that exact product easy to find. The guest should not have to reconstruct the recommendation.
PULSE n NOVEMBER 2026 BONUS 3