The Rise of Skin Care for Men | Spa Treatments for Men

Are you catering to men at your business? You may think that men and women are not equal when it comes to valuing their own personal appearance, which is actually true – personal appearance is actually more important to men!

According to a study published in the medical journal, Body Image¹, satisfaction with overall appearance was the third strongest predictor of overall life satisfaction in women, behind satisfaction with financial situation and their romantic partner.  For men, appearance came in second as a predictor of life satisfaction, after financial situation.

The rise in the men’s global grooming market supports this finding. The market was   estimated to be 21.4 billion USD in 2016, up from 17.3 billion in 2012.  According to the latest statistics from the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS),  61% of male respondents were somewhat to extremely likely to consider a cosmetic procedure, 44% of them to feel better about themselves in general.

 What are the Biggest Concerns for Men?

Hair is #1, no big surprise, with 60 % surveyed citing it as their most bothersome attribute.

Skin and eyes were tied for second for 44 % of respondents, and 22 % were bothered by their chin and neck.

But beauty, as we know, doesn’t stop at the neck. According to the latest data from the American Society of Plastic Surgeries (ASPS), some of the largest increases in plastic surgery procedures for men were in body enhancements:

• Buttock implants – up 23%
• Lower body lifts – up 363%
• Pectoral implants – up 25%
• Thigh lifts – up 117%
• Cheek implants – up 116%

Men and the Spa

An increasing amount of men are enjoying the benefits of facials and body treatments in the spa and salon. According to the International Spa Association, men now comprise almost 50% of spa clientele. Rather than seeking out spa services to enjoy a luxurious, relaxing atmosphere, men are seeking efficiency, professionalism, good results and limited downtime at the spa or salon.

In order to better service male clientele, the spa atmosphere and treatment menus need to reflect these attributes, which could include creating a separate men’s services menu.

These services should include treatments that incorporate efficacious ingredients that will provide visible benefits immediately, as well as start lessening the appearance of ongoing skin conditions such as excess oiliness, or skin irritation from shaving.

Men’s Skin Care Menu

A men’s menu should include facial treatments that offer a full array of services, from spot treatments that focus on the eye area, express masks and full facial treatments.  Key ingredients to look for include seaweed, glycolic acids and muds and clays which all have neutral fragrances while creating instant, visible results.

Hydrating Mask for All Skin Types

A Seaweed Treatment Mask is good for all skin types, and includes a soothing facial massage followed by a freshly mixed peel-off seaweed mask to hydrate, cool and soothe skin while improving the appearance of skin tone and clarity.

This treatment can be performed alone or in conjunction with a deep cleanse with a manual exfoliant such as Repêchage Honey and Almond Scrub, or with a chemical exfoliant such as Biolight® Glyco-Sea™ Glycolic Peel.  For men, these treatments are particularly good after sunburn or exposure to extreme weather conditions or to reduce the appearance of post-shave irritation.  This treatment should take under 30 minutes.

How to Perform:

1. Cleanse and tone face with a cleanser, toner or astringent appropriate to the skin type.
2. Apply C-Serum® Seaweed Filtrate if skin is oily or Hydro-Complex PFS Moisturizing Cream if skin is dry, environmentally compromised or showing signs of aging.
3. Massage for five to ten minutes.
4. Mix Seaweed Powder (3A), an alginate seaweed powder with Seaweed Gel (3B), a seaweed based gel containing aloe and orange water, together in a rubber bowl to create a peel-off mask. Apply to the face with a spatula in upward motions.
5. Place Eye Rescue Pads with seaweed and Green Tea extracts over the eyes and let set for 10-15 minutes.
6. You can administer a gentle hand and neck massage while waiting for mask to set.
7. Peel off mask by loosening the edges of the mask with the fingers and gently peeling the mask off.
8. Remove excess residue with damp cotton squares.
9. Spray Algo Mist® Hydrating Seaweed Facial Spray all over the face and neck and moisturize those areas with the appropriate moisturizer.
10. Apply a brightening eye gel to the area, and don’t forget to recommend at-home products!

Express Brightening Mask

One of the most common problems clients face are dark spots and uneven skin tone are one of t, due to environmental factors and aging.  Dark spots or hyperpigmentation are the brown, gray or black spots that can appear on the skin, often accompanied by dull, uneven skin tone.  According to a study published in the Journal of the American Academy of Dermatology, hyperpigmentation can make you look up to 20 years older.

A quick express easy to apply mask to target this skin concern is the Repêchage® Biolight® Express Brightening Facial For Dull, Uneven Skin.

How to Perform:

1. Cleanse skin with Biolight® Brightening Cleanser.
2. Place clean tissue over eyes and thoroughly mist face with Repêchage® Biolight® Brightening Toner to help rebalance the appearance of the skin.
3. ***Apply Repêchage® Biolight® Brightening Skin Serum to face and neck and administer a 5 – 7 minute massage.
4. Tear open Repêchage® Biolight® Brightening Sheet Mask packette, unfold mask and apply directly onto face, leaving on for 10 minutes.
5. Use Repêchage® Silver Ball Massager to administer massage over the sheet mask.
6. After proper time has elapsed, remove mask but do not rinse. Massage the residue with tapotement movements.
7. Apply Repêchage® Biolight® Brightening Day Cream to entire face and neck area with light strokes.

***OPTIONAL: Before step 3, apply Repêchage® Biolight® Luminex Mask to further exfoliating, brightening, and deep cleansing. Leave on for 7 – 10 minutes. Use moistened, unfolded cotton squares to the face to help dissolve and remove the mask easily. Wipe mask off from side to side. Remove remaining mask using cotton or facial sponges dampened with warm water and pat dry.

Anti-Fatigue “Lifting” Sheet Mask

If a male client needs a super-express treatment without fuss or creams, the best solution is a “lifting” sheet mask, like the Lamina Lift™ Mask.  This type of mask can be performed alone in under 10 minutes, or can incorporated with a more intensive galvanic treatment.  This convenient, easy-to-apply sheet mask helps to make skin appear brighter and more hydrated to create more refreshed looking skin instantly.  Look for ones that combine an organic blend of Eco Cert Seaweed, Orange Water and other botanicals infused in an organic Aloe Vera extract blend to provide an instant soothing, cooling and moisturizing effect, especially good post-shave! The cooling effects of the mask will help your clients to de-stress for a refreshed, glowing complexion.

How to Perform:

1. Cleanse the skin with appropriate Repêchage cleanser. Rinse well with water and blot with tissue.
2. Apply Lamina Lift™ Mask to clean skin. Adjust over eyes, nose and mouth for a perfect fit. Leave on 10-15 min. Remove mask and discard. While the mask is on perform a hand and arm massage using Sea Spa Hand Cream.
3. Blot skin with tissue.
4. Mist skin with Algo Mist® Hydrating Seaweed Facial Spray and then blot with tissue.
5. Apply appropriate Repêchage® moisturizer and Mineral Face Shield®.

For added benefits, you can perform iontophoresis using galvanic current with the mask:

1. Set facial machine to the Iontophoresis option.
2. Have the client hold metal electrode wrapped in moist cotton in his hand.
3. Use the roller attachment on the galvanic current electrode.
4. Touch the electrode to clients’ skin and then turn on the current, adjusting it to the level the client feels comfortable with.
5. Move the roller slowly over the face concentrating on the areas with most fine lines and wrinkles. The client may feel a slight tingling sensation during this time (if there are metal fillings present in the mouth, client may feel a slight “metal” taste in her/his mouth). This step should take 5-10 minutes.
6. Turn off the galvanic current and remove electrode from clients face.
7. Gently lift off mask and discard.
8. Blot skin with tissue and lightly spray face with hydrating seaweed spray.
9. Blot with tissue again and apply moisturizer and protection cream.

Soothing, Anti-Fatigue Eye Treatment With or Without Beard

Full facial treatments may not be good for those men who have beards.  If you have a male client with a full beard, you can incorporate an express treatment into a shave and beard treatment that focuses on the eye area, like the Opti-Firm® Eye Contour Treatment.   Constant screen exposure, travel, lack of sleep and the environment can increase the appearance of dark circles and wrinkles.  The latest advances in skincare to help reduce the appearance of fine lines and wrinkles around the eyes, creating a more rested and youthful appearance.

How to Perform (Part 1: Face + Beard):

1. Sanitize hands, then wash client’s beard with seaweed-based cleanser.
2. Provide a light massage to the area. Clean the beard with wet towels and remove the cleanser.
3. Apply Honey and Almond Scrub on the cheeks, forehead and nose area with upward and outward motions.
4. Remove the scrub with wet cotton squares.
5. Spray Algo Mist® Hydrating Seaweed Facial Spray and clean the excess with a dry tissue.
6. Apply a hot towel over the clients face, shaking it out thoroughly beforehand to reduce the heat. Leave it on for 2 minutes.
7. Apply pre-shave oil, Essential Oil of Seaweed, to the beard line.
8. Shave and cut the beard as the client’s desire.
9. Spray Hydra 4® Tonic and administer light tapotement.
10. Put a cool towel over the clients face to close the pore back, leave it for 2 minutes.
11. Remove the towel and clean the excess of water with a dry tissue. At this time, you have the option to apply high frequency to the beard area.

How to Perform: (Part 2: Opti-Firm® Eye Contour Treatment)

1. Cleanse eye area thoroughly, and apply a small amount of peptide-rich Opti-Firm® Eye Contour Cream.
2. Apply in circular motion towards the nose area, and then apply pressure to the orbicularis oculi muscle.
3. Follow with a tapotement movement for three minutes, then effleurage movements in a figure 8 using alternating hands.
4. Conclude with pressure point movements. Massage should last 5 – 7 minutes.
5. Apply the sugar and seaweed-based eye mask to the eye contour area with a spatula, covering eyes and eye pads completely.
6. Allow the client to rest for 10-12 minutes.
7. Provide a relaxing hand and lower arm massage with cream while mask is setting.
8. Remove the eye mask by rolling it inward toward the nose and downward.
9. Gently remove any remaining residue with wet cotton.
10. Apply Opti-Firm® Lift Serum gently around the eye contour area. (Do not tap. Allow to dry undisturbed.)
11. Finish with an application of beard nourishing, Essential Oil of Seaweed.

And of course, recommend professional skincare. A spa or salon is the perfect place for men to both try and purchase their skincare product so they can continue the benefits of their treatments at home.

 Will you be incorporating these services onto your spa menu this June? Share with me below!

 1. “Correlates of appearance and weight satisfaction in a U.S. national Sample: Personality, attachment style, television viewing, self-esteem, and life satisfaction,” Body Image. May, 2016 Dr. David Frederick and Gaganjyot Sandhu of Chapman University, Patrick Morse, Ph.D. of University of California at Riverside; and Viren Swami, Ph.D. of the University of Westminster, London

This article was first published under the title “Man of the Hour” in Skin Deep Magazine, Jan/Feb 2018.