The emerging trend of men’s skin care has been a hot topic in the beauty industry for the past few years. In fact, it can be said that men’s skin care is no longer emerging but rather, is here (and here to stay). While most, and certainly the best, products should be applicable to both men's and women’s skin, it is apparent that the relative brands are marketing very differently towards each target customer.
DISPARITY & TYPES
If the products work for both markets, why is there such a disparity? Simply put, men and women respond differently to the way products and services are marketed and delivered. If this is true for products, it is certainly true for spa treatments and services as well. This article will be focusing on how aestheticians can revolutionize the way men experience the treatment room for the new market that has been knocking at the door for quite some time.
In order to customize the spa treatment room, first, think about why men are getting treatments in the first place. Now every man is different, but there are a few common themes seen in male clientele. First is the “escapee.” This is a man that has a fast-paced lifestyle and not only comes to the spa for a skin treatment but also as a relaxing escape from his crazy life. Second is the “modern man.” Quite opposite from the escapee, the modern man is looking for a quick facial treatment, not as an opportunity to relax as much as he needs to look good, feel good, and get back to work. Finally, there is the “anti-ager.” This is a man that is going to do everything he can to keep his skin looking young and healthy and is probably in a career in which he needs to always look his best. When it comes to serving male clientele, skin care professionals need to first identify which archetype the client is and accommodate services accordingly.
Once the skin care professional understands why a man is coming to the spa in the first place, the skin care professional needs to be able to best serve the client’s particular needs in the treatment room. In order to properly gauge who the client is, it is always best to start with a skin consultation that goes beyond skin concerns and touches on the fundamental reasons why he came to the spa.
FUNDAMENTAL UNDERSTANDING OF CLIENTS
Let us start with the “escapee.” When thinking of the escapee, think about how to maximize every part of his spa experience because he is looking for the works. Therefore, it is the professional’s job to exceed his expectations because he chose the spa over the golf course and the like. Start with the little things. This could be a hot towel upon his entrance or a complimentary face massage before or after the treatment. The opportunity for creativity at this point is endless. Remember that most men are not used to being pampered. Let us use this to the spa’s advantage and show them what it is all about.
Secondly, there is the “modern man” who is looking for a quick confidence boost in order to look good and feel even better. The key theme to focus on is maximizing results in a shorter window of time. This type of man most likely does not have time for the full package but is still going to demand exceptional results. This is also an opportunity to introduce male clientele to a proper at-home routine. The beautiful part about serving the “modern man” is that when delivering exceptional results, he is going to come to the spa for the full package when he has the time.
Finally, the “antiager” is a hybrid of the two other archetypes. This man is going to be the most passionate about the results of the service, while also demanding the whole package as well. This is a good opportunity to introduce new treatments and products that can help him advance his own routines.
Ultimately, the first step to customizing the treatment room for men is to know why they are there in the first place. Once a skin care professional understands the reason, they can deliver exactly what he is looking for and cater the spa experience to meet those needs.