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PRODUCT FOCUS GROOMING Male


Luxury spas are increasingly off ering more wellbeing services for men. We take a look at why and how


KATE CORNEY, PRODUCT EDITOR, SPA BUSINESS


Pour Homme Luxury Men’s Grooming


FAIRMONT DUBAI, UAE Dennis Doroja, salon manager


What do you offer male clients? Our salon is a dedicated male facility so we only offer male grooming services by Hommage. We have a full range of services including haircut, shave, facial, manicure, pedicure and waxing and we only use products that are designed and created specifi cally for men.


Where do your clients come from? The Fairmont Dubai is a business hotel attracting a high proportion of men and 20 per cent of our revenue comes from hotel guests. The rest are all local residents of different nationalities.


Most new clients come from word-of- mouth referrals. Once on-site it’s simple to please them – just make them feel relaxed.


What do your clients want? The Master Barber Cut, which costs AED135 (US$37, €27, £22) is the most popular service followed by the basic or luxury Hand and Foot Grooming starting at AED120 (US$32, €23, £20). The 60-minute Precision Shave and the Renewal Facial, priced at AED500 (US$130, €99, £83), is the third most popular service.


Percentage of male clients: 100 per cent Product house: Hommage


The Master Barber Cut is the most popular service at this male-dedicated facility


The Spa at Four Seasons Maui


HAWAII, USA Pat Makozak, spa director (Americas)


What do male spa-goers want? Men want skincare produced with men’s skin health in mind. By bringing in more male-orientated skincare products we’ve seen retail purchases by men increase by 42 per cent. OM4 Men created an amenity display for our men’s locker area so products can be sampled discreetly. It’s confi dence-building for men to be able to try before they buy


and this tactic is working wonders. We’ve defi nitely noticed that men have become much more intrigued with caring for themselves and their skin and as spa-goers they’re very no-nonsense. They know exactly what they want; there’s no second-guessing on the part of the staff.


Do men buy more products than women? Men typically only buy what they need. They’ll take only one product – the one they’ve run out of. But they’re certainly less cost-conscious than women.


How do you market to men? We highlight our activity and food images in our marketing material to reach men as most of them play


98 Read Spa Business online spabusiness.com / digital


Percentage of male clients: 40-50 per cent Product houses: OM4 Men, HydroPeptide, Somerville, ISUN


hard, rest hard and then have a good meal. As a resort property, marketing to couples also works well for us and a romantic get-away appeals to mostly everyone of every age.


Spa Business 1 2014 ©Cybertrek 2014


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