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Spa My Blend by Clarins at Ritz-Carlton


TORONTO, CANADA Jill Carlen, spa director


What are the benefits of male clients? On average, they spend CA$199 (US$179, €131, £108) a visit, slightly more than females at CA$195 (US$176, €129, £106). They also spend less time in the spa – usually only 30 minutes after their treatment, resulting in a higher dollar per minute ratio.


What do they want? Results-oriented treat- ments are the most popular. Our CA$340 (US$307, €226, £188), 150-minute Blokes and Beer treatment – a manicure, facial and massage followed by a beer – works well also. In addition, we’ve created a Gentlemen’s


Power Hour consisting of treatment choices that make up an hour, including a 30-minute facial, 15-minute power nap, ear or nose waxing, sports manicure, scalp massage and extra touches such as charging a smartphone,


pressing a shirt, a shoe shine or a smoothie to go. Men who work nearby are glad there’s a quick solution so they can get back to work.


How do men like to be treated? Men prefer more privacy. They don’t like to have manicures or pedicures with lots of other women around and they don’t like a big fuss. At check out, men prefer a smooth and quick transaction as well, they don’t typically like a big show and tell of the products so it’s important that the therapists recommend the products to men in the room. This way they are far more likely to make a purchase.


How do you market to men? We only use pictures of men and strong, bold lettering. Anything that could be interpreted as femi- nine is immediately dismissed.


Percentage of male clients: 28 per cent – a 16 per cent increase since 2012 Product houses: Spa My Blend by Clarins, Clarins For Men


Men spend less time, but more money, in the spa


eforea: spa at Hilton PATTAYA, THAILAND


Ryan Crabbe, senior director, global spa brands


What are the benefits of male clients? Male clients drive more volume to the spa and increase our customer base – we’re able to target men and families as well as just women.


Where do they come from? Sixty-two per cent of our male customers come from leisure and sports and fitness visits, and an increasing number come with their partners. Others come from business (30 per cent) and conference (8 per cent) visits.


How do you promote the spa in-house? Our therapists will walk around the pool one to two times a day, with a mini amenities tray, offering a free five-minute neck and shoulder massage. If men want a full treatment, we make an appointment and escort them to the spa. We gather two guests a day doing this. We also heavily promote treatments via TV and written collateral in the health and fitness area which is linked to the spa.


Spa Business 1 2014 ©Cybertrek 2014


An average of two men a day are up-sold a treatment after a free pool-side massage


What do male clients want? A product line specific to their needs and not necessarily one that carries a male line as an adjunct to its core line. We chose VitaMan for this reason and because its message is clear and simple.


What do you offer male clients? We intro- duced results-driven treatments specially designed – and named – for men such as a De-stress Face Treatment, Three-Part


Recharging Massage and two different types of sport massages. We have a wide range of 47 products for men and 12 treatments.


Percentage of male clients: 51 per cent Product houses: VitaMan, Li’tya, Kerstin Florian


Read Spa Business online spabusiness.com/digital 99


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