Covid has been the accelerator for wellness. Stress and anxiety, combined with a desire to optimise immunity, has seen a shift in mindset. More people are taking control of their health and wellbeing from doing at-home workouts, adjusting their diet to spending more time on elaborate skincare routines. Spas must be ready for this change in consumer mindset by offering a rounded solution to their wellbeing offering, which will be inclusive of everyone - men too!
The number of men visiting spa has been increasing year on year, and 2021 will undoubtedly be the most significant increase to date. In a recent article from Luxury Lifestyle Magazine, they share their prediction that 'we'll see a more holistic approach to overall men's health in a way that we've never quite seen before.' As an industry, we must be ready for this increase and nurture this positive shift in mindset.
With this new commitment to male wellness comes new experiences and expectations of what people look for in a spa and wellbeing space, and spas must embrace this change and not miss this opportunity to evolve. The days of spa not being a 'manly' way to spend time is far behind us but are spas ready?
With Spa Breaks predicting facials to be one of the most popular treatments on the menu this year following a lockdown of staring at ourselves on Zoom, now is the time to review treatment menus. When we go to a Michelin Star Restaurant, there's less choice on the menu but better quality, this should be the same for spa. Shorter, more straight forward menus allow Therapists to become experts in every treatment and for the Spa Reception team to confidently guide the guest to the perfect treatment for them. Headline each category and offer no more than four treatments for each. One of the categories should be dedicated to men allowing for easier selection of treatments and tempting them away from the much-loved go-to massage and opening up their options to other wellbeing treatments and facials without the fear of being judged for their choice.
Most spas offer men's treatments, but they tend to be the same as the current treatments on the menu but with a more manly name making the treatment sound perfect but for the reality to be far from it. Men's skin is thicker, more sensitive from daily shaving, oily with open pores, and prone to ingrowing hairs, making it particularly tricky to treat with unisex products. Dedicated men's brands are designed to treat all the needs of men's skin, resulting in a positive outcome from each treatment with a specially created protocol and manly aroma to compliment.
Present the men's skincare range in the retail area to encourage continued wellbeing experiences at home and to clearly show guests that there is a brand in the spa for men. Also, incorporate the products into the changing rooms and wider hotel to enable guests to try the brand first-hand, driving footfall into the spa and retail areas.
Gentlemen's Tonic is the most well-established luxury spa brand created with men's skin in mind. The brand offers skincare solutions, products, amenities and spa therapies. The clear branding guides the guest effortlessly from treatment to retail.
As a spa, don't miss this exciting opportunity to evolve and cater to this demographic. For more information on Gentlemen's Tonic, send an email direct to firstname.lastname@example.org.