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Man Crazy
Spas that don't market to men are losing out on valuable income - and neglecting a significant share of potential clients. According to the International Spa Association's 2003 Spa Goer Study, men account for 29% of spa goers, indicating a 5% increase in the last year alone. With the term metrosexual becoming part of everyday discourse, and with hit television shows such as Queer Eye for the Straight Guy encouraging men to visit spas, the number of men who indulge in facials, manicures and massages can only increase.
San Francisco-based Spa Radiance is taking advantage of this burgeoning market with a new service designed especially for male clients. The Terminator Treatment, inspired by Californias new governor, Arnold Schwarzenegger, is a 90-minute deep cleansing that along withy a comprehensive mens menu services has men flocking to the spa. And after sampling just one service, Spa Radiance vice-president Randy Schreck assures, they quickly become regulars.
DAYSPA Magazine
March 2004
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