DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
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FACIALS FOR THE FELLOWS They���re a bread-and-butter aspect of any day spa���s business, but attracting men to esthetic services requires a deft touch. The words that trigger women, for example, just won���t work with this half of the population. What speci���c language best speaks to men? Ramirez: Think neutral words. As much as I like the word ���beauty,��� that will never work for guys. If you notice, many salons and spas are now using the word ���grooming��� all over their ad campaigns��� especially those that speci���cally target men. Men want to look and feel good without feeling like less of a man, so ���natural��� is another word that works. Komaiko: Men also don���t respond as well to the expression ���antiaging,��� as they seem to prefer more direct, results-oriented words like ���exfoliation��� and ���cleansing������you want to describe the actual purposes and processes that occur, rather than the larger concepts behind them. What kind of man seeks facials? Komaiko: In general, men who have women in their lives for whom such treatment is a basic aspect of self-care. Also, men who have to be in the public eye for their jobs in the arts and entertainment industries. Patterson: Men who care about the way they look will spend money on grooming, especially if they have a wife or girlfriend who encourages them to take care of that unibrow or those ear hairs. Knowlton: We���ve attracted males by donating spa gift certi���cates to local auctions that men tend to attend with their wives or girlfriends. Also, THEY���VE GOT MALE... ...male-friendly spa potions, that is! Alchimie Forever (Universal Companies), universalcompanies.com Aveda, aveda.com Christina USA, Christina-usa.com Cuccio, cuccio.com DermAware, dermaware.com Equibal, thebodyperfect.com Eve Taylor, eve-taylor.com GM Collin, gmcollin.com GlyMed, glymedplus.com Guinot, guinotusa.com Menscience Androceuticals, menscience.com Murad, murad.com Pevonia, pevoniapro.com Phytomer, phytomer.com Rhonda Allison, rhondaallison.com Skin Authority, skinauthority.com Sothys, sothys-usa.com Sranrom, Sranrom.us Establish trust throughout his visit and a successful retail transaction at the end becomes more likely. I���m the only spa owner in my local Business Networking International Group. I meet and tell plenty of fellow professionals about my business at our weekly meetings���it���s great for meeting new men and demystifying spa services such as facials. Riego: The best way to reach men is through their wives, girlfriends, sisters and friends. Many men get their ���rst taste of spa by accompanying another person, usually a woman. Couple���s facials aren���t a bad idea. But creating an environment and some promotions that will also make men comfortable coming in on their own is the key. How can a pro avoid turning off male clients during facial services? Ramirez: Men seek knowledge and experience without the ���motherly touch.��� Some female estheticians like to lecture their customers about their lack of skincare regimen at home���and guys don���t respond well to that. Any hint of judgment from their service provider, and they will not return for follow-up appointments. Men still make many grooming mistakes at home, and as grooming experts, our job is to guide and educate���not embarrass or punish���them. So I don���t get into that mom or dad role; I���m more like their buddy. Russell A. Jackson is a freelance writer based in West Hollywood, California. dayspamagazine.com | MARCH 2013 71