Doug Chambers, founder/principal of Blu Spas, Inc. stated “A key to understanding the male skin care market is to understand that customization is just as relevant to the male market as it is to the female market. All too often spa menus feature multiple facial options unmistakably crafted for women and a single one-size-fits-all facial for men.”
A more customized experience for men should be the goal, accommodating the individual needs and desires of your target male market.
One way to begin that process is to identify which products among your retail selection are ideal for men. But with the wide range of products now available specifically suited to men’s needs, there is no longer an excuse for not having a section of your spa menu and products dedicated to the the fellas.
Read the complete article- 4 Strategies to Capture the Men’s Skin Care Market http://bit.ly/1Qi8Bbr
Social media and news outlets are bringing us closer together minute by minute. Air travel is faster and more frequent; most areas of the world can be accessed within 24 hours. Opportunities to conduct business with a global clientele are increasing exponentially. So what can spa therapists do to help build a brand which attracts and maintains the attention of treatment lovers from around the world?
What’s guaranteed to work every time and garner rave reviews on social media sites? Check this out-
Smile. A smile is a universal welcoming signal that crosses all boundaries and immediately puts your client at ease. Further engagement with the guest is mandatory and serves to benefit the therapist as well so make sure that the charm is dialed on high.
Interview your client. Use that intake form to begin your conversation.with your client. Everyone’s situation and reason for visiting the spa is different. Give men the same amount of time and respect for discussion as women, their needs are often just as pressing. Don’t assume anything, ask questions and listen well.
Don’t categorize your clients. When it comes to skin and body care, knowledge of the Fitzpatrick Classification Scale is not enough. Multi-ethnicity is everywhere and creates some very interesting characteristics that probably weren’t covered in your massage or aesthetics classes. Gather as much information as possible, this will help to ensure great service.
Make the client comfortable. People come in all shapes and sizes. Have a plan in case a plus sized or small person walks into your spa. Be sensitive to the hairstyles of your clients. If she (or he) has a lot of hair offer her two headbands rather than one. Don’t assume that the hair is all hers. Ask if its OK before plunging your hands into someone’s mane to perform a head massage. If you are performing facial services on a bald man give his head some love too. It’s exposed to the sun and needs care.
Cleanse, remove and check. When I worked as a makeup artist for a spa, I would frequently have to remove leftover makeup from my client’s neck or traces of masque from their nostrils, post facial. If a man has facial hair, masque may cling to his face. Check your clients in the daylight before sending them back out in public. They’ll appreciate your attentiveness.
Use your loupe. Don’t trust your lying eyes. Examine the skin closely under a magnifying lamp and report your findings to your client.
Be gentle. You will never go wrong if you treat all skin with respect. There is a commonly held belief that darker skin tones can tolerate more aggressive products. The opposite is true. Here’s the rule of thumb: If you are causing pain to your client, you are probably causing damage. This will get your name on social media quickly but not in a good way.
Avoid extractions. A good practice is to focus on providing clients with skin that is polished, luminous and smooth to the touch. No one on vacation wants their skin to look damaged. If your client returns to you often, you can then create a schedule for deep cleaning and extractions.
Make product recommendations Almost no one travels a distance and gets a treatment to not take something home with them. Therapists have problems selling because they fail to initially engage with their client. If you have a product that you really believe in or that worked incredibly well during treatment share the knowledge with your client. Recommend that they buy another for gifting, especially if it’s unique to your spa.
Make care recommendations One of the ways to show true interest in your client is a final written recommendation for body and skin treatments once they return home. Create a three month schedule for them to follow, include a sentiment thanking them for visiting the spa. Send it to their email address. They will appreciate the reminder to take care of themselves and likely follow your expert advice.
I am based in Asia however it seems that when it comes to the spa industry in general, “don’t ask don’t tell” is the policy that folks often operate from. I had a massage the other day at a Five-Star hotel in my neighborhood. It was serviceable enough and I left feeling better. It was everything else that happened around the service which made the hair on the back of my neck stand up. Read More
My father used to tell my sister and me that whenever something looked easy, it was probably because the person doing it was very good at it. He would say that unbeknownst to us that person had been practicing for a very long time and there was no such thing as instant mastery or “overnight sensation”. Most of us found this to be true the first time we attempted to “moonwalk” like Michael Jackson. Read More
