The Man’s Guide
Women aren’t the only ones searching for the perfect skin-care product and getting waxed and lasered and shot up with Botox. Nearly every source we spoke to for this article agreed that the number of their male clientS has grown steadily during the past three to five years. Serenity Day Spa in Ozark just opened 18 months ago. At first they saw one to two men per month; now they see five a week. Bert Riley, clinic manager at Advanced Laser Clinic, says just a few years ago men made up maybe 10 percent of their business; now 30 to 35 percent of the clients they see are men.
Who are these guys? And why all of a sudden are they spending as much time in front of the mirror as the ladies? Riley believes it’s partly the Baby Boomer generation. Men in their 50s and 60s are competing with guys half their age in the workplace. “We’re living longer, so we want to look younger,” she says. But they aren’t the only ones. Men in their 30s and even 20s are spending more time in spas. Maybe your dad or your dad’s dad wouldn’t be caught dead having a manicure or a facial, or for goodness sake, a bikini wax! But times, they are a-changing. Men have skin, too. And why shouldn’t they want to keep it looking healthier, smoother and more youthful? “It’s okay for men not to be rough and tough,” says Riley. “They can have soft, smooth hands and hairless faces.”
Oh yes, and speaking of hairless, men are definitely keeping themselves a little more groomed, and we’re not just talking about the hair on their head. It’s really nothing new to see men having their chests, backs and shoulders waxed. But these days, that’s not all their doing. Amanda Eisman, an esthetician at Esthetiques, offers bikini and Brazilian waxing for women and men. Yes, you read that correctly. (In case you’re wondering, a Brazilian wax is like a bikini wax, only it covers much more than just your bikini line. Front, back and in between.)
Eisman just started offering this service to men two years ago. Now she sees six to 10 male clients per year for it. It doesn’t sound like a lot, but they are repeat clients, who come in every four to six weeks. So why does Eisman do it, and how does she keep her cool? Well, for starters, she’s a professional. She just sees it as another service. And she isn’t afraid to go, er, there. “Not everyone is cut out for it,” she says. “You can’t be scared of the anatomy, so to speak, or you’re going to hurt them.” Besides, a lot of men expect their ladies to be nice and groomed down there, she says. So why shouldn’t women expect the same from their men?
Spas aren’t the only ones targeting men these days. Nearly every cosmetic brand has a men’s line. Jeff Jensen, a cosmetics buyer for Macy’s Midwest, says men’s products still only make up a small percentage of goods sold each year, but it’s a growing category. Top-selling brands include Clinique, Clarins and Shiseido. And because men typically don’t want to have to do a lot of steps, the products often have dual purposes, such as moisturizing shave creams.
Spa Chateau, Men’s Regal Remedy Facial
Refines pores, improves texture, evens out skin tone, exfoliates and extracts blemishes or ingrown hairs; hot towels, neck and shoulder massage (Products: Pevonia Botanica cleanser and moisturizer for men) $105 for 50 minutes
Dharma Day Spa, Men’s Priority Facial
Deep cleansing, extractions of ingrown hair (Products: Repechage mild mousse cleanser, moisturizer and honey-almond scrub)
$55 per hour
Serenity Day Spa, Men’s Facial
Deep pore cleansing and toning
$55 per hour
Spa Valencia, Gentlemen’s Manicure or Pedicure; Gentlemen’s Deluxe Pedicure
Soaking, cuticle care, shaping, buffing, massage; Deluxe includes all the above plus mask and massage from the knee down. $20 for 30-minute manicure; $35 for 30-minute pedicure; $75 for one hour Deluxe pedicure
Aundria Spa & Salons, Gentlemen’s Facial
Cleansing facial helps to soothe skin irritated by shaving. $35 for express; $60 for spa
Esthetiques, Men’s Waxing
Chest, back, neck, ears, nose, bikini and Brazilian waxing. Prices range from $12 (nose) to $100 or more (Brazilian)
Grove Spa, Gentlemen’s Hot Towel Facial
Hot towels warm and soothe skin, open pores; cleanser, toner, skin-specific serum and moisturizer used on face; neck, shoulder and scalp massage (Products: Biodroga Men’s Sensation) $60 for an hour
