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BOYS��� BODY TREATMENTS Scrubs and wraps are what a lot of people envision when they think of spa services. But this can be a double-edged sword, especially if the people in question are men with preconceived notions��� Honestly, is it possible to talk men into scrubs and wraps and such? Ramirez: Men do prefer massage and facials over body treatments, so it really comes down to how the spa owner markets these treatments. Because body scrubs and wraps are guys��� least favorites, I would focus more on facials and massage. But in any case, stick to neutral phrases and certainly maintain a ��� guys only��� section on your spa menu that includes some body treatments. After all, men are just as concerned as women about their appearance; they���re just more quiet and discreet about it. In 2011, sales for men���s grooming products jumped 30%. Patterson: Body treatments are a bit harder because they are seen as more of a luxury. I���ve introduced men to scrubs by incorporating them into facials���I apply an herbal scrub to the legs and feet while they are under the steam. Re���exology is another treatment men love. I use our pedicure tubs to soak the feet, and perform a foot and leg scrub, using essentials oils throughout the treatment. Aaaaah. Dubois: Once you get men in for any treatment, just provide them with quality service and tell them about your other offerings. Guys��� big- gest misconception���we have learned this from chatting with guests at our men���s nights���is that the spa is just for women. Once they experience the bene���ts and results, though, they love it. Komaiko: Men also tend to think their skin is not as vulnerable as women���s, and that a series of such treatments needn���t take place. How can spa owners help men overcome these misconceptions? Komaiko: You can ease their concerns by being certain to name your spa services for men with similar monikers to those used for women���s services ��� but not exactly the same. Make names and explanations clear and direct. Riego: Use words like ���performance,��� ���active��� and ���energy.��� Would you suggest pitching body treatments during the ���upsell��� of another service? Riego: Yes. Men are some of the easiest customers to upgrade, especially when they are relaxed and enjoying themselves. Unlike women, most of them do not focus too much on pricing. GENDER-NEUTRAL NAIL CARE Today���s professional men are no strangers to the bene���ts of a well-manicured handshake. But any man is liable to jump on board once he experiences the relaxing effects of a mani/pedi. How do you position manicures and pedicures in a way that appeals to men? Ramirez: Use guy terms. Just like ���Sports Massage,��� think ���Handyman Manicure.��� ���Soft, supple hands��� will not appeal to men. Dubois: Keep the language simple, and don���t use fancy, elaborate names. Try ���Gentleman���s Manicure��� and ���Sports Pedicure.��� We have a popular men���s package called The Works, which includes a master barber cut, brow trim and manicure. Also keep in mind, men want to feel comfortable in the spa environment. Oftentimes, spas sport super-feminine design, and men feel out of place. In our spa, we���ve created a section for men. We have a private Barber Spa for the male client, stocked with barber chairs and woodpaneled mani/pedi stations, as well as a separate men���s locker room with amenities such as a rain shower and steam room. For additional services, men can directly enter the spa from this area. Patterson: In creating my spa, I sought to create an androgynous environment that���s comfortably classic. In our nail room, we have old-fashioned movie picture posters of Marilyn Monroe, Audrey Hepburn���and Johnny Cash. But by far, my best marketing vehicle to attract men for grooming services was an event dubbed ���A Beer and A Buzz.��� I invited local micro-breweries to come in and offer beer tastings while the guys got spa services: manicures, pedicures, facials, waxing and headneck-shoulder massages. I had wives order the services they wanted their guys to try, drop their guys off and pick them up at the end of the night. A local newspaper heard about it and dispatched a reporter and photographer. I ended up on the front page! You couldn���t ask for better advertising. dayspamagazine.com | MARCH 2013 69