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Emerging Global Spa Trends, Hilton Hotels & Resorts


A


lthough released in 2012, Hil- ton’s Emerging Global Spa Trends – which pinpoints male


Male grooming is associated with faster career progression


Men’s personal care product


launches increased by 70 per cent globally from 2007 to 2012


Men’s Grooming, Mintel B


ased on consumer retail sales, Mintel’s Male Grooming research, released in September, reveals that


men’s personal care product launches increased by 70 per cent globally from 2007 to 2012. The US male grooming mar- ket grew almost 20 per cent from 2007 to US$3bn (€2.2bn, £1.8bn) in 2012 and the UK market was up 12 per cent to £574m (US$955m, €700m). Up to 74 per cent of British men are “keen shoppers” when buy- ing personal care products and 42 per cent use facial moisturisers. Half or more of male consumers in Europe use moisturisers with an SPF, including 67 per cent of Italians, 64 per cent of Germans, 60 per cent of Spanish and 47 per cent of French. A fi fth of British men (21 per cent) use hand and nail prod- ucts and about the same (19 per cent) look for haircare products made for men. The most popular claims for new male- targeted products are botanical and herbal,


Spa Business 1 2014 ©Cybertrek 2014


followed by moisturising and hydrating, and only 5 per cent of new products for men were anti-ageing. In comparison, anti-ageing serums are used by around half of the men in Spain (53 per cent), Italy (49 per cent) and Germany (42 per cent) and 38 per cent of French male consumers. The report states 59 per cent of American


men say personal care products boost their self-esteem, and 28 per cent are concerned about dry skin and ageing. In addition, 37 per cent use facial cleanser regularly, 22 per cent use exfoliating scrubs, 17 per cent use anti-ageing products and 12 per cent use eye products.


In China, 82 per cent of men from urban areas think that using men’s toiletries makes them more sophisticated. Sixty-four per cent agree that “high priced men’s toiletries products work better than less expensive ones” and 62 per cent of city-living Chinese men buy products themselves.


Men predominately want sports and deep-tissue therapy treatments


■ Turn to page 98 to see how some spas are successfully enticing men over the threshold


Read Spa Business online spabusiness.com / digital 95


spa-goers as a strong emerging market – still has traction. It’s based on 6,000 respondents in the US, UK, Australia and China. When speaking about the research at the Spatec Europe event in 2013 Louise Moore, Hilton’s director of spa operations and development in Europe, said the key to capturing the male market is having a no-nonsense approach – “men buy primarily based on facts and results.” The research also found that the way spas communicate with male clients is important. Jargon is to be avoided and communication needs to be clear, concise and uncomplicated. The study found that while 80 per cent of men go for massage, they pre- dominately opt for sports/deep-tissue therapy treatments. It also found that facials are on the increase, with a 20 per cent uptake thanks, in part, to association between male grooming and career progression. Importantly Hilton’s research shows that men want products and treatments that are theirs, not that are repackaged or reworded from a female line. Moore added: “The male market is deeply loyal. When they fi nd something they like, they’ll stick to it – which is fantastic. But they’re also impulsive and don’t typically pre-book: so it’s a challenge for operators to consider how to remain fl exible in accommodating this specifi c target group.”


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