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 49 of 91

48 @dayspamagazine • March 2019 As gender stereotypes continue to dissipate, spas are no longer viewed as "no-man's land." In fact, according to ongoing consumer research from the International SPA Association (ISPA), the percentage of people who visit spas is now almost split between the sexes, with guys accounting for about 49 percent of clients. The male grooming business is also booming, with market research group Mintel reporting that American men spent $4.5 billion on personal care products in 2017 alone, and 64 percent of them saying they use facial skin care. Given this reality, spas are responding with an array of offerings aimed at guys—ones that help them zero in on and achieve their own unique wellness goals. "Essentially, men want to feel comfortable pursing self-care," explains Marci Howard-May, director of spa and wellness for Sagestone Spa & Salon at Red Mountain Resort in Ivins, Utah. Here, we take a closer look at some of the top-selling male protocols around the country that are helping them do just that. These services designed especially for dudes demonstrate that there are many ways to cater to spa-going men. by TAYLOR FOLEY Let's Hear It for THE BOYS

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