Once a Christmas bath set and a bottle of aftershave was all it took, but today it seems that Britain’s men are becoming more discerning with their beauty, according to new research from Mintel’s Spa, Salon and In-Store Treatments UK 2017 report.
Mood matters. Offering fitness classes or mindfulness coaching alongside treatments could promote the perception of wellness, while virtual reality headsets could transport people to more relaxing locations. Beacon technology can also be used to encourage more spontaneous booking. Touchscreen technology outside spas and salons may also encourage spontaneous booking.
The study reveals that almost half (47%) of young men have had a treatment in a spa, salon or other treatment area in the past 12 months, up from one in three (33%) in 2015.
It seems that men are increasingly calling in the experts for massage and hair removal treatments, in particular. In the past 12 months, 18% of men aged 16-24 have had a massage treatment, up from 11% in 2015, while 18% have had facial hair removal or shaping (up from 8%) and 17% have had body hair removal (up from 6%), according to the research firm.
Embracing gender neutrality
As for the rest of the country, one in three (33%) Brits have had a treatment in a spa, salon, or other treatment area in the past 12 months, up from 30% in 2015. Overall, 14% of Brits have had a massage treatment in the past year, up from 11% in 2015, while 13% have had a nail treatment (up from 10%) and 10% have had a facial treatment (up from 6%).
As a result, the market is growing, with U.K. consumers estimated to spend a buffed up £7.6 billion on treatments in spa, salons, and in-store treatment areas in 2017, up from £7.2 billion in 2012. And the future looks bright, as U.K. consumer spending on spa, salon, and in-store treatments are expected to surpass £8 billion by 2021.
“The spa, salon and in-store treatments sector continues to see steady growth, as the proportion of people having treatments such as facials and massages saw a rise over the past two years,” says Roshida Khanom, associate director, Beauty and Personal Care at Mintel.
This is likely in response to the introduction of more technical facial treatments, such as LED and radio frequency facials, as well as express treatments. The high proportion of men showing engagement in spa and salon treatments highlights that consumers are moving away from gender stereotypes while embracing gender neutrality, Khanom adds.
Taking a holistic approach
While the number of men visiting spas and salons is increasing, it seems Britain’s men are looking for something different from their beauty experience. Of men who have had a beauty treatment in the last 12 months, 22% did so as they wanted to try something new, compared to 14% of women, according to Mintel.
Overall, the majority are taking a holistic approach to their spa and salon visits. Three in four (76%) of those who have had a beauty treatment in the last 12 months say that beauty and grooming treatments promote their mental wellbeing, while more than three in five (64%) say they are an important part of their health routine.
“Mood matters and people are looking for ways to manage their emotional wellbeing,” Khanom explains. “With the majority of consumers who have had beauty treatments agreeing that these promote mental wellbeing, spas and salons can position themselves as a holistic approach to health and beauty.”
Offering fitness classes or mindfulness coaching alongside treatments could promote the perception of wellness, while virtual reality headsets could transport people to more relaxing locations, Khanom says.
Of those who have had a beauty treatment in the last 12 months, 36% booked their last treatment as a treat for themselves, while 20% did so for a special occasion and 19% said it was a regular grooming appointment.
And it seems that the visits to spas, salons and treatment areas are something to look forward to, with 70% booking beauty treatments ahead of time, compared to 16% who book on the day and 14% who don’t book beforehand at all.
“The majority of treatment users booked their last appointment in advance, likely due to the time commitment needed,” Khanom says. “Beacon technology can be used to encourage more spontaneous booking, by pushing notifications for available time slots for different treatments to passers-by. Touchscreen technology outside spas and salons which show people the availability of appointments may also encourage spontaneous booking.”