Ayanna Kirton
, Staff ReporterTODAY, MORE men than ever before are scheduling regular visits to salons or spas to relax and recharge after a rough week on the job or to maintain a well groomed appearance.
Meeting the growing demand for services by a segment of the population that has not until recently come to realise the benefits of salon treatment has found local spas and salons offering additional services created specifically for male clients. Some spas have even become decidedly more neutral in colour, moving away from colours like pink and other pastel shades in an effort to change the notion that the industry targets women exclusively.
Jennifer Samuda, managing director of Jencare Skin Farm located in St. Andrew, has seen the percentage of men coming to her day spa for various treatments increase dramatically in recent years.
SPA TREATMENTS
"Men now make up 33 per cent of our clients", said Ms. Samuda. Though not catering exclusively to the executive male, many of these men opt for regular Jencare spa treatments. At Jencare, pedicures for men are $850, manicures $700, and massages, $2,500. Facials are $2,000. "Our client base is very wide because we target everyone, but the majority of our male clients are executives," said Samuda, suggesting monthly spa treatments as therapy for men facing the daily grind.
According to Jencare aestheticians, men usually opt for massages, manicures and pedicures. Facials are also becoming very popular among men particularly those with sensitive skin. "All the services that we offer women are available for men as well," said a representative of the company.
Although many spa treatments are suitable for both men and women, some salons and spas also offer services just for men. Totally Male, a St. Andrew salon, offers specialised services to male clients by appointment only. Facials and other treatments provided usually use products designed specifically for male skin.
MEN WITH BIGGER BUDGETS
Men with bigger budgets can also opt for spa resorts such as the Ritz-Carlton, St. James. A wide selection of massage therapies and hydrotherapies as well as skin, hair and nail care services are offered in the spa's 11 private treatments rooms.
A fully-equipped fitness centre, sauna, steam room, and relaxation lounge also enhance comfort and rejuvenation. Men will find certain services particularly appealing. They include the 'Four Hands Massage', an ultimate relaxation massage using two expert technicians to massage the entire body or the Rose Hall 'Sports Massage', ideal for before and after sporting events to stimulate circulation and improve the body's regenerative capacities.
The hotel's 'Just for Him' package is also tailored specifically for men and includes a personalised massage for 60 minutes, a manicure, and haircut for a total of US$175.
Other treatments are designed with the golfer in mind after a challenging day on the course. Men are able to revitalise tired feet, nourish the skin and unwind sore muscles for approximately three hours at a total cost of US$300.
The growing trend in total grooming among professional males, instead of the traditional visit to the barbershop which usually consisted of a haircut and a shave, may be attributed to greater emphasis being placed on appearance in a world that is becoming increasingly image conscious. "A guy wearing a US$3,000 Armani suit, beautiful shoes, carrying a leather briefcase and a Mont Blanc pen shouldn't slide that contract to someone across the table with crappy-looking nails," said Pauline Ushigusa, the owner and manager of The Chairman, a men's-only salon and spa in Seattle, in the United States. "That says to the client that you don't pay attention to personal details, and might let business details slip by, too," she said.
"My wife gave me a certificate for a manicure and pedicure and I didn't think men did those things so I wasn't too excited about venturing into this experience" said an attorney-at-law. "But it was well worth it. Now I go whenever I can and the massages are very relaxing especially if you are in a stress-filled career like mine."
This attorney's experience demonstrates that there is now a growing awareness that men feel better after being at a spa particularly if there is a visible improvement in the quality of their skin, hair, and nails. "It's true," said Roland Spencer, a financial analyst. "You feel more confident when you take better care of yourself. If you can afford to do these things you shouldn't hesitate because the stigma about it being only for girls is quickly disappearing."
In an attempt to provide men with a bit of relief from the self consciousness they may feel if they make the decision to try a few hours of pampering, television consumer wellness expert, Terra Wellington, suggests the following ways to best introduce men to spas.
FIND SPECIFIC
SERVICES FOR MEN
Look for a spa, likely a full-service resort spa, that caters to men. Look for specific services for men, which will be noted in a spa's service menu; this will tell you the spa has thought about how to take care of its male clients.
BYPASS WOMEN'S DAY
SPAS OR SALONS
A man doesn't want to go to a local salon with 20 women looking up at him from their hair and nail jobs. Again, a more full-service day spa or comprehensive resort spa will be more comfortable.
TRY A MEN-ONLY SPA
There are also a few men-only spas, which may become more widely available in the future.
CONSIDER SERVICES
MEN MIGHT PREFER
Facials, massages, manicures, and pedicures are common services for men. And, light, soothing exfoliation body rubs are preferred over, for example, more aggressive salt scrubs.
BUY A GIFT CERTIFICATE
Gift certificates make excellent presents and can be purchased directly from your preferred spa or salon. Shrewdly, some spas offer package deals for couples making the experience more enjoyable with the company of your significant other.
Today, many professional men are also taking lessons to maintain that all-important image builder the business suit. Though some men consider the tailor a more cost effective source for business suits, the cost that is hardest to budget is time. Buying ready-made suits helps to eliminate the need for the complex, often tedious fittings that a custom suit demands and ensures quality with a minimal investment of time.
According to Sophia Max Brown, owner of MAXBROWN, an exclusive retailer of Hugo Boss clothing in St. Andrew, dressing the part is important and knowing what to wear and when depends on the circumstances. "Choosing the appropriate suit is easy once you have a basic idea of your organisation's culture," said Ms. Max Brown. "In fields like banking or law the look is much more conservative than in other businesses. In these organisations suits are usually the norm particularly for directors and other senior managers."
Ms. Max Brown recommends choosing a navy blue suit as the best starting point for building a basic business wardrobe. "Navy is very versatile and can work for morning meetings to evening functions with ease," she explained. "It's not black which can be too formal for daytime and its dark enough to be worn at more formal functions later on in the evening. It is also a dark colour so you can get more mileage out of it compared with a suit of a lighter shade."
It is also important to wear the correct size and style for your body type. "An ill-fitted suit can be very unflattering," said Ms. Max Brown. Suits can be well-tailored and fit comfortably instead of baggy and thicker fabric does not necessarily mean a more durable suit. In fact, she pointed out, the reverse is true.
A well-tailored suit can effectively "camouflage certain problem areas like fuller mid-sections." Ms. Max Brown suggested a six-button, double-breasted jacket as one flattering option for those trying to give the illusion of a smaller stomach or a three-button jacket, buttoned high to slenderise. For shorter, stockier men, she explained that double breasted jackets might be too overpowering and recommended a two-button single breasted jacket as a suitable option. For taller, amply built men over 6'4", she recommended solid colours or subtle stripes instead of bold pin- stripes which could be very distracting on a very tall frame.
When purchasing accessories for suits such as cufflinks, Ms. Max Brown suggested men opt for sober metals like silver or matted gold, which are more appropriate for business attire. A durable belt is also an important accessory and must always match shoes to tie the whole suit perfectly together. "Colours can be a shade lighter or darker but must always be in the same family." Meaning, a brown belt must not be worn with black shoes.
