If you’re wondering why it’s so important to include men in the first place – men may account for about 25 percent of salon or spa business, so you should definitely be planning for them. Men are also real buyers; when they’re shopping they tend to purchase. They also spend more; 86 percent of women look at price tags before they buy; 72 percent of men do. This also makes them more easily upgraded and they tend to purchase more products if given the incentive. Most importantly, men are creatures of habit – they cheer for the same sports team, listen to the same music, and shop for clothes at the same stores they always have. Once you have them hooked on your services and products, they will be loyal customers for years!

Naturally Neutral
When designing a salon or spa environment that is man-friendly, try to stay neutral in color schemes and décor. Spas that are tailored specifically for men often choose a high-tech look with chrome and glass or a sporting look with dark wood and leather. Try to avoid looks that are too feminine with anything pink, frilly, flowery, or leopard print. Anything in cool neutral shades, sleek Scandinavian design, or made with natural fibers or sustainable materials is good. Asian themed and eco-conscious environments are perfect examples of good neutral spas for men, with a no-fuss, modern, and minimalist feel.
Spas with the space could create a special section just for men, which may have its own separate décor from the rest of the business. It could be just a waiting area or could be used as a lounge for special events centered on men. Wedding parties could have a “Grooming for the Groom” event, wives could set up a “Monday Night Football” spa party, or a business could host an “Executive Escape.” The area could include a flat-screened TV, computer for checking e-mail, massaging recliner, or even a pool table! But even if you don’t want this level of commitment, at least include small touches in your business such as having magazines for men in your lobby, using images of men in your salon and spa graphics, and dedicating space on your retail display just for them.

Retailing for Males
Having a strong men’s line available in your salon or day spa is vital in today’s market. Now men are expecting products made just for them, with attractive and masculine packaging, minimal fuss, and a non-feminine fragrance. We all know by now some of the variations in the way men shop and buy products from the way women do. While women meander on a shopping spree, men beeline. They go directly for what they want, spend less time browsing, and are less distracted. Men tend to buy only the products that they need, especially as they grow older. They like simplicity in a product line with no-nonsense instructions, convenience, and effective results. Men make fewer impulse purchases and they don’t buy salon products for significant others as women often do.
Research shows that men are more likely to shop in retail areas dedicated to products just for them, so if possible set up a separate display. If space doesn’t allow for this, make sure your men’s products are easily identifiable. Placing them at eye level for a man for instance, will mean being higher up on the shelf. Retail stores often use props to highlight specific products for men, displayed sparingly so products shine. Using guy friendly items such as workout gear or sporting goods is a creative way to draw attention to your men’s line. You could even feature some accessories for sale such as shaving tools and money clips or emblazon your logo on gym towels or golf tees.
Shelf-talkers are very useful. You may know what each product is for, but for men it may be a total mystery. Men like instructions that are simple and straightforward; consider labeling your products with “Step 1, Step 2, and Step 3” to eliminate any confusion. As all women are aware, men hate asking for directions – whether for driving or skin care! In fact, they would rather read instructions or watch a video than ask for them, so attractive signage will be appreciated. You could create a simple chart to show which product is best for which need, or if you have a video you could install a flat screen TV to play it on. Manufacturers will often provide you with marketing materials. If not, you can have them designed or create your own. Use your valuable front desk space to set up a featured product of the week or month for men, along with a special on a service that uses it.

Metrosexual Myths
One of the myths of marketing to men is the belief that only high-maintenance, “metrosexual” types are getting spa services. That might be how the trend began, yet today white collar professionals are not the only men partaking in spa services, from massages to facials to manicures. For instance, some of the best clientele of Seattle’s chic Ummelina International Day Spa are fishermen who are in from long Alaskan sea trips! With rough hands and faces from the ocean, they’re especially appreciative of the skin care that the spa provides. Perhaps surprising, manicures and pedicures are popular. Owner Nina Ummel notes, “Men love having their hands and feet done at the same time; it is truly decadent. They’re so grateful to be taken care of.”
In an industry where a normal rate of male clientele would be approximately 20 to 25 percent, Ummel estimates that 40 percent of her regulars are men. “Men are very important to the business. They buy the majority of gift certificates, and they range from just purchasing gift certificates, to being regular clients, to being product junkies. They tend to be quite easy to deal with, with no extreme ups and downs.” Some reasons why the spa enjoys such a high success rate with men – she designed it with them in mind. It doesn’t have a distinctly feminine feel and Ummel notes that men feel comfortable in their neutral environment. She ordered equipment with extra length and width, keeping men’s proportions in mind. The hydrotherapy bath is 8.5’ x 3.5’ wide, particularly suited for men as it allows them to fully stretch out and treat sore muscles. Also, bathrobes for men should be larger than women’s sizes, and available in neutral colors like white, tan, or black.

Ummel found that men love high-tech treatments. While the theme of her holistic spa is an eclectic blend of Balinese, Thai, and African influence and all treatments are organic, Ummel also stays current in skin care trends and science. Her trademark facial is the “Revive,” combining enzyme and herbal treatments with the use of electrolyzed water systems. The electrolyzation provides deep hydration by ionizing water molecules to create fine particles that penetrate to the innermost layers of the skin. Using tech treatments on men is a great way to stay cutting-edge, as men love the science and the equipment. Just be aware, you will have to explain what you are doing; men are curious and always want to know how the technology works!
The only thing that hasn’t been a success with Ummel’s male clientele? The herbal teas that are a signature in her organic-themed spa. She once created a custom blend of spicy tea just for men that did not take off. Why? “I guess men just don’t like to take the time to brew a cup of tea” she laughs!

Menus for Men
Having a men’s section on your salon and spa menu or treatments tailored specifically for men is important. Rename some of your basic spa services with men in mind, using terms like executive, sports, and gentlemen’s. Men are results-driven and like specifics, so use straightforward language and descriptions, list benefits, and include price and length of service. Don’t assume men won’t be willing to try traditional services for women, such as manicures, waxing, or microdermabrasion. You just have to present the services in the proper way. You could offer microdermabrasion and photo-rejuvenation in a special “Tech Treatments” section, appealing to the gadget-loving side of men. Nail care could be filed under “Corporate Hand and Foot Care,” stressing the professionalism of well kept hands with “Business Manicures.”
Consider creating an “Essential Grooming” section on your spa menu, with just hair removal services. Men are now getting waxing and other hair removal options just as eagerly as women. Remember that men like to know the logistics of services and why they are necessary. Explain that with regular hair removal, the repetitive treatments will lessen the hair growth and a rhythmic pattern will establish. For men, the most common waxing services are for the eyebrows and the back. Eyebrow options may include simply grooming a unibrow, or shaping the brows more carefully as in a woman’s service. Celebrities like David Beckham have made tidy eyebrows a popular look for manly men. The sideburns and the chest are also popular areas to wax. In the past, only athletes opted for a smooth, hairless body, yet today many men enjoy this look. Menu options should really be the same for men as for women, including legs, arms, and even the bikini area.
Offering shaving services would also be a welcome menu addition and is a great way to introduce men to facials. Ummelina Day Spa has a specific skin care treatment, the “Shavel,” designed to entice men to come in and have a facial, which includes a lesson in shaving correctly. It is particularly suited for men who suffer from a constant case of shaving irritation. Male clients are taught how to integrate skin care rituals at home, customizing treatments and making routines simple for them. The spa, which offers a variety of packages, even has one designed just for men. The Safari Spa Journey includes a hydrotherapy soak, the Shavel service, and a seaweed manicure and pedicure.
Another trend in male spa attendance is that it often begins with a woman. Ummel recognized that women loved bringing men into the spa, and designed treatments so that they could be shared. “After coming in with a partner, men feel comfortable returning alone,” she notes. “With partners, men don’t feel intimidated. The best marketing tool I’ve implemented has been having women clients bring men in and enjoying dual treatments together.” Devising some couples massage and spa treatments for your business is a great plan for getting additional repeat male clients. Offering treatments for couples encourages men who may be shy of a spa situation to ease in safely, get comfortable, and then come back independently. Or, you could begin a spa package with a treatment for two, then separate the couple and lead into individual treatments.

Get the Word Out!
Make sure everyone knows you offer services for men. Use signage in your business to advertise your treatments for men as well as mentioning men’s services in your local advertising. Send a direct mail postcard or flyer out in your area announcing you’ve added men’s services. Update your web site, add the news to your on-hold phone message, and include it in newsletters or e-mail blasts.
Teaming up with some of your area’s local businesses is another great way to get the word out about your services. Gyms, golf courses, bars, hardware stores, or any business with men can be a potential marketing partner. Leave your menu and offer a special offer or promotion for first time male spa visitors. This could include free products with services, free upgrades, or a percentage off treatments.
Don’t forget that all of your existing female clientele know a man or two! Encourage them to refer a man with a referral program, offering rewards back for them, in points to get free products or a complimentary service for themselves. You could create special wallet-size cards listing your men’s services and have female clients initial them, pass on to male friends, and earn rewards when they book an appointment.
Finally, make sure to promote your gift certificates as great gifts for men, especially around Father’s Day, Valentine’s Day, and the holidays. If your gift certificate looks too feminine, create a special one just for men. Get creative and have fun thinking up new strategies for welcoming men into your salon. You’ll build a new client base that is reliable, low-maintenance, high-spending, and they’ll thank you for it!

The Ummelina International Day Spa is located in Seattle, Wash., 800-663-4SPA, www.ummelina.com. Jenny Hogan is the Media Director at Marketing Solutions, Inc., a full-service marketing, advertising and PR agency specializing in the professional beauty business. 703-359-6000, www.mktgsols.com, This email address is being protected from spambots. You need JavaScript enabled to view it.