Professional Skin Care
More men are paying attention to their overall health and wellness, and the spa plays a big role — whether they want to relax, treat themselves, or take care of their skin with a professional facial. Spas used to be marketed mostly to women, but that idea is outdated. If you work in a spa, now is a great time to learn how to welcome men and male-identifying clients into your treatment rooms to increase business. Here’s a look at the best spa-day treatments for men and what makes a great experience.
Are Men Interested in Spa Treatments?
Could your spa be missing out by not appealing to men? ISPA’s Consumer Snapshot Study shows men make up nearly half of spa visitors (49%, up from 29% in 2005). If your client mix is far below that, you may be leaving revenue on the table.
Health and wellness aren’t just for women — men want self-care too. ISPA President Lynn McNees notes that reducing stress is the top reason people go to a spa, regardless of gender. So how do you bring more men through your doors?
4 Ways To Attract Men to Your Spa
1. Create a Sense of Belonging
ISPA’s 2016 Consumer Snapshot found men are less likely to visit a spa if they don’t feel familiar or comfortable with the environment. Make your spa feel welcoming by reviewing your space, service menu, and marketing. Do they speak to everyone? If not, consider updating to a clean, modern look and using gender-neutral language. Gender-neutral skin care is a growing trend, and neutral decor and wording can help more people feel at ease.
Also consider segmenting your email list so you can market specific promotions to men while still including everyone in broader newsletters. Dori Soukup of InSPAration Management recommends targeting men separately for promotions to better reach that audience.
2. Educate Clients on What To Expect
Clear information helps nervous first-timers relax. Pre-answer common questions about what will happen during a visit. Have concise service descriptions on your menu and website, and consider posting spa etiquette guidelines in waiting and changing areas. Make sure your estheticians clearly explain how clients should prepare, what will happen during the treatment, and any aftercare steps. It’s better to give too much information than too little.
3. Make Spa Attendance & Booking Convenient
Remove mental and practical barriers that might stop men from trying your spa. Spa owner Tracy Whynot says convenience matters to her male clients. Offer easy online booking, simple introductory skincare options, a dedicated men’s service menu, or preset men’s packages to cut down on overwhelming choices. Making the process simple helps new clients try your services and come back.
4. Tailor Your Spa Treatments
Men want treatments that address their specific skin concerns. While many skin-care basics are the same for everyone (hello, daily SPF), men’s skin is often thicker and oilier, which can tolerate more physical exfoliation and may respond better to lighter moisturizers. Facial hair also needs its own care whether a client shaves or not. Offer a range of treatments and products so you can customize care for any skin type. As American Spa says, regardless of gender identity, everyone needs to care for their skin.
Retaining Your Clients
Attracting men is one step — keeping them means delivering great experiences. The best way to retain any client is to understand their needs and provide consistent, quality service. If you’re unsure what men want, ask them. Talk with clients in person or send occasional feedback surveys by email. Learning more about your clients will help you meet their needs and build loyalty.
Looking for men’s skin care? Browse our curated selection of products. For more training and resources, learn how to become an Eminence Organics Spa Partner.