Not that long ago, it was rare for a man to book a spa treatment or a man-icure. Many spas 'back-in-the-day' offered VIP access through a back door for those brave male souls who wanted to treat themselves, but appreciated the option of remaining in the shadows. Things changed in the mid 90s when the metrosexual movement kicked up some dust, along with a healthy boost from GQ Magazine, liberating a large percentage of the male population. Men began to take a genuine interest in presenting a more polished presence. Spas embraced the opportunity to offer services tailored to their new male clients whose eagerness to exchange business attire at the end of the day for a soft, luxurious spa robe was most welcome.
Oh, how times have changed. Now, at the very least, 30% of the revenue created in spas is now attributed to men, 47% of spas have treatments specifically designed for men, 25% of men in the 18 - 34 bracket have had their nails groomed, indulged in a facial, or have enjoyed a massage. Male only spas (Nickel Spa for Men in New York City, The Grooming Lounge in Washington, D. C., Absolute Spa at the Fairmont Hotel in Vancouver, B.C.) are carving their niche in the market and the skin care industry has clearly taken note of at the increase in sales of men's facial cleansers and toners.
