MAR 2019

DAYSPA is the business resource for spa & wellness professionals! Each issue covers the latest in skin care, spa treatments, wellness services and management strategies.

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Page 11 of 91

10 @dayspamagazine • March 2019 FOR OUR WEDDING ANNIVERSARY LAST YEAR, my husband Adam and I visited Tomoko Spa in Beverly Hills, California, for a romantic couple's treatment. Although I was already an avid spa-goer, Adam had literally never set foot in one before and wasn't quite sure what to expect. After I told the therapist that he was a fi rst timer, she made a point of communicating with him constantly along the way, basically "coaching" him throughout and checking in to make sure he was comfortable—after all, the whole point is to relax! The result? Adam loved the experience, from beginning to end, and we're both excited to make spa visits our new anniversary tradition. As it turns out, my darling husband is actually a little behind the times— according to the most recent research from the International SPA Association (ISPA), men now make up about half of all spa-goers. In addition, market research group Mintel found that American men spent $4.5 billion on personal care products in 2017, and 64 percent said they used facial skin care. It's with those stats in mind that we compiled DAYSPA's annual men's issue, packed with the products and protocols that will draw in male clientele, along with tips for ensuring their loyalty. You can peruse a selection of guys' grooming goods in Must Have (page 14), then turn to Vanishing Acts (page 20) and brush up on the latest trends in male hair removal (plus sales strategies). Finally our feature, "Let's Hear It for the Boys" on page 48, details six in- demand services that target men's concerns, from head to toe. As always, I hope this issue sparks some inspiration—whether you're reworking your entire menu or making marketing adjustments—and that it strengthens your business savvy. FROM THE EDITOR LAURA WALDON EXECUTIVE EDITOR Jasmine explored the International Salon + Spa Expo (ISSE) in Long Beach, California. Alexa learned all about clean skin care at this year's Indie Beauty Expo (IBE) Los Angeles. TEAM TRAVELS We asked, you answered: Flip to page 60 for DAYSPA's 2019 Professionals Choice Awards!

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