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EDITOR���S PAGE Is the Male Here Yet? The oft-touted explosion of male spa clients may be more like a series of sparks. I t seems like every time we turn around, we see another survey telling us about how swarms of men are embracing personal grooming and wellness, reportedly buying health and beauty products in record numbers and lining up in droves to receive spa treatments. And while I don���t doubt that these reports and their accompanying tables and graphs are accurate, I suspect that most day spa owners have yet to reap the massive rewards of this alleged sea change. Why? First of all, let���s remember that these surveys re���ect attendance at hotel, resort and destination spas, not solely at day spas. And a man vacationing at a luxurious resort is much more likely to submit to a spa treatment or two ���when in Rome.��� Factor in an eager female spa-goer as his vacay companion, and you have your male spa guest. Second, even when guys do make their way into their local day spa, it���s generally to receive a stress-reducing massage���a wonderful thing, but not a service that���s known for its retailing potential. Getting a man to become a true regular at your day spa means moving him ���beyond the massage��� and into skin, body, hand and foot care, where the connection to product sales kicks in. That���s when you see your profit margin really begin to rise. And that means forming a trusting relationship that will encourage him to expand his horizons, even when not in Rome. So, for this special men���s issue, and with the above reality check in mind, we���ve asked experts to explain how to convert your ���casual date��� male into your ���steady relationship,��� starting with the trusty massage, then moving into facials, nails and even body scrubs. (For fun, Linda Kossoff we asked esthetician and advisory board member Stacy Cox and her Executive Editor ���anc��/manager and real-life reluctant spa client Rick Lindland to act out the story for us in a photo shoot���see Re���ning the Man Hunt, page 64.) And once you got ���em, we tell you how to hold ���em via proven client retention strategies (How to Keep a Man, page 46). Oh, and we haven���t forgotten our male spa professionals, either; check out this month���s Trend Watch, featuring ���ve spa directors who are carving XY niches in their corners of the world. Are today���s male clients changing the face of the spa world as we know it? Not quite yet. But change is a gradual thing, and the numbers are trending in an upward direction. Plus, this just in: According to a recent market trend survey by sales website HushHush.com, 11% of men in the U.K. secretly admit to wearing makeup. But don���t stock up on concealer just yet. How do you convert your ���casual date��� male client into a ���steady relationship���? CORRECTION Bella Schneider Beauty���s website was erroneously listed as bellaschneider.com on page 59 of our February issue. The correct site is bellaschneiderbeauty.com. We regret this error. 14 DAYSPA | MARCH 2013