“ Oftentimes , [ men ] felt the salon was really catering to women — ladies coming together and having a glass of bubbly while they get their nails done — but I ’ ve seen a significant shift in that , which is really nice .”
— MAGGEE BYRD
The Spa at the Ritz-Carlton Toronto offers a " Gentleman ' s Power Hour ," which includes three services .
Meet Them Where They Are At a time when spas cater to a wider range of guests than ever before , the very concept of separating men ’ s treatments on the menu may feel outdated . An “ athletic recovery ” massage marketed to men can be just as easily enjoyed by any other guest , after all . But it ’ s important to remember that many men may still hold onto old stereotypes or simply feel intimidated by the idea of visiting a spa if they have not done so previously .
It ’ s with those guests in mind that Maggee Byrd , director of spa at the Ritz-Carlton , Toronto , advocates for including a dedicated “ men ’ s services ” section on the spa ’ s treatment menu .“ Having a category that is catering to those gentlemen and that really meets their needs helps them gain that confidence and trust , especially gentlemen who are maybe not regular spa-goers but who are open to it and see the benefits in becoming spa-goers .”
Establishing that kind of trust , adds Byrd , is critical to increasing the men ’ s share of the spa market going forward . Having a men ’ s section on the spa menu makes overt the idea that men have a place in the spa and demonstrates that service providers can speak to the specific needs of spa-going men .“ I think it only helps because a gentleman looking at a spa website can see this category is literally for [ them ], and they know they are going to get that personalized experience .”
Escarle Silva , owner of Alira Med Spa in Houston , Texas , agrees that , as with any guests , forging a connection with men is about establishing the idea that the spa has their specific needs in mind . Silva takes a “ meet them where they are ” approach to marketing her spa ’ s men ’ s menu , which includes multiple distinct facial and waxing options in addition to men ’ s haircut services in the salon . Specifically , she has set up massage tables at athletic events such as marathons and offered on-the-spot treatments to establish relationships with potential spa-going men and give them a sense of the ways in which spa may fit into their larger health and wellness routines .
Silva adds that educating yourself and your team about the needs of specific groups within the larger men ’ s demographic can go even further toward fostering an important sense of belonging . For example , some Black guests “ may worry about products being good for their skin , so I now look for products made for and marketing to the African American community because they may have ingredients to help open their pores or do a better exfoliation of their skin , when another product might be irritating .”
A Customized Approach An inviting approach to treatment menus can help break down any existing barriers that might remain between men and the idea of a spa visit , but for both longtime spa-
FEBRUARY / MARCH 2022 ■ PULSE 25