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The demographics in spas have changed during the last several years in line with an increased

male buy-in. According to the International Spa Association, men now make up nearly a third of all spa-goers. A global market research group, Mintel, has found that men between the ages of 18 to 34 are increasingly making use of spa treatments. Men now comprise on average between 11-15% of the spa customer base and the numbers are constantly on the rise.

There is a growing consciousness among men concerning their appearance, which has led to an increase in male spa visits. Dineo Makobane focuses on the progression of this emerging market.

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online at www.probeauty.co.za MALE GROOMING

Evolution of male spas According to senior spa therapist, Gunther Dippenaar from Sprout-Quantum Aesthetics and Spa, spa buy-in has over the last five years increased dramatically, as men are becoming aware and conscious of grooming and the therapeutic benefits that spas have to offer. Men are learning that spas can deliver rejuvenating services that will improve their quality of life.

Nolo Tobakeng from Zorgvliet Spa says that men have changed their views about spa treatments >

24 Professional Beauty March/April 2013

online at www.probeauty.co.zaÎ

altogether, and that this signifies that they are more alert and have a better understanding about their health and wellbeing. “This has contributed to the increase of retail sales and percentages of male spa visitors,” she says.

Research has also shown that the desire to look and feel good among men has had the added benefit of teaching them that treatments can be the first pit stop to improved wellness.

attracting the marketA well-thought out design not only opens doors, but also promotes a positive aura and creates a feeling of warmth and energy. Marisa Dimitriadis of The Spa Consultants believes that clean lines void of clutter and frills will attract male customers.

When it comes to men the interior will help position the spa as a necessity rather than a luxury. In Dippenaar’s opinion, male treatment rooms are essential. “This gives a space in which they can feel comfortable,” he says. Décor that incorporates stainless steel, leather, and wood can also add to creating a sanctuary specifically for men.

rising trends in male treatmentsResearch has shown that there is greater insight regarding cosmetic treatments among men. Botox injection has gained popularity, as men find that it can be used to smooth frown lines as well as soften wrinkles.

In relation to more spa-specific

treatments, Christine Wild from Babor explains that the location of a spa is the ultimate factor that determines what kind of treatments are booked and that generally men prefer treatments with physical effects. “Anti-aging treatments are on the

increase, as men seek to retain a youthful and appealing look,” she says. Sonette Donker from Dermalogica notes that the increase in information in the media about male grooming has created greater awareness - an added bonus to spas, clinics, and salons that offer such services for men.

room for growth With the concept of male grooming continuing to mature in European and Asian countries, there are a certain percentage of men that are following a traditional grooming regime, which was previously more female-specific. This is because they are more open to improving their physical appearance, and, through technology, are better able to educate themselves on the benefits of treatments available.

Jacqui Faucitt of RegimA says that men are welcoming the new services and products that are now at their disposal: “In the past they were limited to the barber shop down the road; with spas and salons tailoring their services to meet their needs, there is far greater variety and room for growth in this market.”

There is also an increase in salons and spas being operated by men, and consumers being treated by male therapists worldwide. Dippenaar, who has designed his spa to specifically attract male guests, has witnessed growth in this market, with 95% of his clients being male. He predicts that in the coming years there will be an equal percentage of men and women who visit spas and salons. PB

Treatment ideas that spas can offer men

The Golfers Bunker/Tennis Workout

The Groomsmen Day

Total skin Fitness Workout

Executive aromatherapy stress Buster

sports Massage Treatments

anti-acne action Treatment

Express Handy Manicure

Foot Fitness Programme

Travellers’ Hot stone Therapy

MEn arE lEarninG THaT sPas

can DElivEr rEjuvEnaTinG

sErvicEs THaT Will iMProvE

THEir qualiTy oF liFE.

MALE GROOMING