What Treatment Does Man Like Best at the Spa?

What Treatment Does Man Like Best at the Spa?

Men Facial Treatment at Avora SpaWhether this is just a fad or a genuine change in behaviour, the reality is more and more men are purchasing grooming and beauty products than ever before. Some are even venturing into salons that cater specifically to men, where they can enjoy facial treatments, soothing massages and manicures. With men’s grooming going more mainstream, caring for one’s appearance is not just for ladies anymore. From facials to relaxing massages and hair removal, the choices are endless!
Moving Towards the New Masculine Identity Men today are concerned about their appearance and overall wellness. In response to the soaring demand for grooming products, many of the larger cosmetic companies have developed male-specific lines that are becoming more extensive and sophisticated. For as long as many of us can remember, the male toiletry bag consisted of a shower gel, deodorant, after-shave lotion and moisturizer for some. The tide is turning and those who are more in tune with their appearance are starting to embrace more specific treatments. These days, it is not as uncommon to find eye contour cream, exfoliant or a purifying mask in a man’s bathroom cabinet. Looking to ride this latest wave, male-only salons have been popping up in the United States and Europe, including France where this phenomenon is particularly noticeable. Sociology researchers have found that the growing interest of males in cosmetic treatments is a reflection of an evolving society that is becoming increasingly more individualistic and focused on appearance and youthfulness.
What does this all mean in practical terms? It is unfortunate that some men are reluctant to step into male-specific salons. The goal is to make treatments for men more accessible. If you bring it up in conversation, you will hear many males say that they would like to take better care of themselves, but that they do not dare set foot in salons where women make up 95% of the client base.
And, despite common assumptions, salons are not only frequented by gay men. In addition to heterosexuals and homosexuals, actors, designers and 20-year old students go to salons. In reality, 80% of men who go to salons are straight.
ore and more men are going to salons. Given the rise in demand, countless salons are capitalizing on this new reality and are expanding their male grooming services.
This spring, The New York Times published an article on this growing trend which, incidentally, is all the rage in the Big Apple. Face to Face, a salon in Manhattan, states that male waxing makes up 70% of their weekly business. A British newspaper by the name of The Daily Mail published an article about The Refinery, a luxury spa for men in London that has been providing its clients with this type of service for years, saying that the trend is not showing any signs of slowing down. In Paris, salon owners agree that the need is there and, as a result, are increasing their treatment options for men.
Given that men have very different requirements than women, success is based on a certain set of rules. Front and centre is terminology. When trying to appeal to men, a different beauty vocabulary is essential. Men need terms they can relate to when it comes to anti-aging, for example. The last thing they want is to feel like less of a man. They also want different terminology when it comes to waxing.
Once the terms “guylashes” – a word used to designate false eyelashes for men – and “male polish” – used to describe nail polish for men – made their way into the industry’s vocabulary, it wasn’t long before the terms “boyzilian” (contraction of “boy” and “Brazilian”), “brozilian” and “he-wax” were heard in salons across the US when referring to the growing trend of waxing or man-scaping the more intimate areas of the body.
The decor in salons that offer male-centric beauty services is cozy, sober, and distinctively masculine. The atmosphere is generally relaxed and Zen-like. The range of grooming options is wide: facial treatments (skin cleansing, anti-aging treatments), relaxing massages, waxing, permanent hair removal and manicures-pedicures. It goes without saying that these treatments are performed by qualified employees (men and women depending on the type of treatment). High-end, quality products are the standard, which explains the high prices… Men react differently than women. When going for treatments or buying products, men look for visible and instant results. In short, it is even more important to listen to their needs. Other “extras” available in these salons include bars that serve non-alcoholic drinks and a space where they can purchase products used in the salon.
In the past, men came in for treatments (couperose, pigmentation spots, etc.). Today, they also want healthy-looking skin (treatments that target wrinkles, imperfections, acne scars, radiance, skin quality, etc). From a psychological perspective, men are looking for one-shot treatments that are painless and effective. While not interested in prevention, they want something that works. Cost is not an issue, and they become loyal clients if they are satisfied with the results, unlike women who allow themselves to be influenced by whatever they hear is supposed to be latest and greatest.

What treatments do men most commonly request?

In Europe, the most commonly requested treatment is laser or IPL (intense pulsed light) hair removal. These treatments are intended to redraw beards or remove unwanted hair on the shoulders and back. The second-most popular treatment corrects signs of fatigue by targeting the appearance of dark circles under the eyes. And, rounding out the top three are couperose treatments for those who want clearer skin. These treatments use vascular lasers or electrocoagulation/ thermocoagulation.
In North America, the ranking is slightly different. The most popular treatment is microdermabrasion which improves skin quality. Men want healthy skin that is free of scars and imperfections as well as a clear and fresh complexion. Wrinkle treatments that target the forehead and crow’s feet are in second place, while couperose treatments are ranked third.


( from Silhouet-tone Newsletter)

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