With the number of male spa guests already on the rise, International Men's day just last week highlighting the importance of men's wellbeing and (thanks to COVID) a year of focusing on our overall health, are you ready for the potential increase in male spa guests in 2021?

It is our duty as an industry to ensure that we make men feel welcome at the spa. Achieve this by having a selection of men's treatments on the menu, a dedicated men's retail range and amenities. All of which will drive more business for the spa and cater to the needs of male guests.

Treatments

Men's skin is different from women's skin. It is 25% thicker, prone to ingrown hairs and can be dehydrated, sensitive and oily all at the same time, making it very tricky to treat using 'unisex' products and treatments. Dedicated treatments will deliver the desired results and an experience created with men in mind.

The cost of performing treatments with Gentlemen's Tonic products is typically 45% less when compared to a number of existing professional brands.

All the treatments from Gentlemen's Tonic include step by step protocols and a variety of timing to suit.

The Ultimate Advanced Anti-ageing facial from Gentlemen's Tonic consists of a professional only setting mask and AHA exfoliation to offer that 'in spa' result. 

The Back on Track treatment is one of our most popular treatments on the treatment menu at Dormy House. It not only treats the skin and muscular tension in the back and legs, but the whole treatment is performed with the guest lying face down, making it ideal during COVID.

All treatments create an effortless link through to the retail area.

Retail

According to Spa Executive magazine, men are more likely than women to make a retail purchase (68% vs 61%). It is therefore key to have a men's skincare brand available to avoid missing out on retail revenue opportunities and valuable selfcare recommendations for the guest. 

Men are also less likely to research products and value convenience and guidance to help them decide on purchases; this is according to the latest research from Mintel. Meaning there is a fantastic opportunity for spa teams to guide guests and position themselves as experts.

The Gentlemen's Tonic products are created with men's skin in mind. The carefully selected natural ingredients make them perfect whatever the skin type or condition. The brand is easy to navigate with only two ranges, Babassu and Bergamot created for everyone and Advanced Derma Care for guys who want an anti-ageing option. The branding of Gentlemen's Tonic makes it clear that you have products in the spa for men.

Amenities

Have dedicated men's amenities in the changing room at the spa, the golf club and the hotel rooms as this is a simple way for every man to experience the brand first hand. It also builds awareness that there is a men's brand available in the spa, in turn, making the spa more accessible for male guests and increasing retail and treatment revenue opportunities.

Gentlemen's Tonic has a range of 500ml amenities that are refillable from 5L bottles plus handy 50ml tubes.

For more information on Gentlemen's Tonic please reach out to us at hello@vilasa.co.uk