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PRODUCT FOCUS: MALE GROOMING


Re:Spa at Reebok Sports Club


LONDON, UK Sally Fairbanks, spa manager


What do male spa goers want? They like treatments that are more manual, as opposed to electrical; and deep tissue massage as opposed to lighter massage movements.


How do you promote the spa in-house? As Re:Spa is a health club spa, a lot of our cross-promotions are sports- or medically- orientated – many treatments either enhance or assist the healing process. Also, the spa ensures the fi tness team understands and is aware of what’s on offer in the spa.


Where do your male clients come from? The Reebok Club is in Canary Wharf, the banking and corporate hub of London, which attracts a


There’s a big crossover between fi tness and spa clients at this health club spa in London


high volume of men. We have 7,000 health club members and 60 per cent of these are men. We’ve evolved our treatment menu to cater to their tastes because attracting more male spa-goers has increased our turnover – they generate a high percentage of our income.


How do you market to men? The best results from male-targeted marketing campaigns have come from direct, straight, bold language. The campaigns use little spa jargon


Percentage of male spa clients: 35-40 per cent Product houses: Aromatherapy Associates’ The Refi nery, Murad and Guinot


and clearly outline the results and benefi ts of treatments/products. They’re always factual avoid descriptive or emotive words.


At the Six Senses Spa in Paris men only become regular clients once they’ve found the right therapist


Six Senses Spa in the Westin hotel


PARIS, FRANCE Melina Pourcel, spa director


How do you attract male clients? We work regularly with men’s magazines and have around fi ve to 10 editorial pieces in them a month. The magazines are focusing more on spas as more men are becoming spa-goers. Once in the spa, we’ve found that there’s little difference in how men and women wish


to be treated and we adapt treatments to the needs of each person. Although we have a mixed menu of treatments, men particularly love the deep tissue massage.


How often do men buy products following treatments? After facials, around half our male customers buy products. We’ve found our product choice has helped attract male consumers because they like the textures and smells of them.


How loyal are male customers? They usually visit us once a month. The key is for them to fi nd the right therapists in the fi rst place, so


100 Read Spa Business online spabusiness.com / digital


Percentage of male clients: 50 per cent Product houses: Sothys, Visoanska


we have a mixed team of male and female therapists to give them as much choice as possible. From the moment a man fi nds the therapist who provides the treatment they need and who they trust, they give their trust back and come to the spa regularly.


Spa Business 1 2014 ©Cybertrek 2014


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