Spa and beauty treatments have long been targeted almost exclusively to women – making it seem that they’re the only ones who care about the way they look. While we all know this isn’t the case, it may still be the pervasive advertising paradigm that informs the way we spend money to attract new clients and retain the faithful.
It’s becoming more and more acceptable (and encouraged) for men to take a more open interest in treating their bodies and their spirits right. Routine massage, manicures, the occasional pedicure, and sometimes waxing and relaxing are all becoming a part of a busy man’s lifestyle. Dayspa Magazine’s article of the month sheds some light on how you can start to attract more men to your salon or spa.
Here’s a bit of the article by Liz Barrett:
How many men have walked into your spa today? Chances are it could have been a lot more. When it comes to selling beer, electronic gadgets or the newest sport utility vehicle, it isn’t too difficult to attract a man’s attention. The media have had a lot of practice in training their target audiences to respond subconsciously to the messages they’re receiving, and that seems especially true when the target is men. However, when you want those same beer-drinking, gadget-buying, Jeep-driving men to come into your spa to sample a massage or the latest facial cleanser, things can get a little tricky. The notion of men visiting spas is a fairly new concept in the grand scheme of things, and marketing to them is still going through a trial-and-error period. New tactics are being tested every day in an attempt to find the ones that are the most fruitful.
With the International Spa Association (ISPA) reporting that 31% of today’s spa-goers are male—up from just 24% four years ago—it’s obvious that men are showing more interest in taking care of themselves. What has happened in the past decade to make some men go from “no way!” to “OK!” when it comes to spas? Could it be the widespread acceptance of metrosexuality and well-kempt but masculine role models like Brad Pitt and George Clooney? Maybe it’s reality TV shows like Queer Eye for the Straight Guy, Extreme Makeover and What Not to Wear telling guys that it’s now acceptable to spend more time on themselves.
For the full article, click here.