The Grapevine

Why More Men Visit Spas Lately

Male beauty treatments have not been considered a threat to masculinity for a while now. But the extent to which spa treatments are opted for by men is almost as much as women today. This trend is on the rise in the U.S. spa industry that had an annual revenue of $18.3 billion last year.

‘‘It used to always be a female-driven thing. We’re now seeing 50-50, if not swinging more toward the males,’’ Garett Mersberger, the association's board chairman, said at the 25th annual event hosted by the International Spa Association (ISPA), reported the Associated Press.

Customization

Mersberger said that a trip to the spa is not just for relaxation any more, it is a lifestyle choice today. Men are getting manicures, pedicures, massages, haircuts and nails done. Men are not shying away and holding back like they used to before. In order to please their male clientele, spas are cutting back on providing a buffet of offers and restricting services to customized packages. 

This is to stop the men from shifting through multiple choices that could confuse them. Instead, the option of customization is better because they get to specifically pick what they want and it makes the experience all the more personalized.

For example, the Mandarin Oriental Hotel Group offers only one general massage and facial on the menu. Instead, the spa treatments they have is catered to each individual’s preferences based on ingredients, skin color, massage techniques and inevitable seasonal changes.

Marketing

According to the 2018 ISPA U.S. spa industry study, there are 21,770 spa establishments documented country wide. Of them, 41 percent are keen on introducing marketing strategies aimed solely at men. 

The male population is considered a major market since they are intent on being well-groomed today for professional and personal reasons as much as women. In 2017, the spa association reported that 49 percent of spa goers were men, which was a major jump from the 29 percent reported in 2005.   

Gender Neutral Ambience

Earlier spas exuded a female ambience with feminine flowers and fragrances. Now, gender-neutral colors and decor with clean straight-cut lines are used to impress the male clientele. More spas are using unisex toilets and locker rooms now, which the women do not mind. 

“Spas are really having to evolve to accommodate that male spa-goer. Typically, your back of house for males would be smaller because historically it’s been very heavy female. Now they’re having to shift that,” ISPA President Lynne McNees said at the event, reported the Associated Press.   

Massage Studies suggest that massage therapy can boost your levels of serotonin, which plays an important role in regulating our sleep. Photo by rawpixel on Unsplash

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