Christopher Luu 2015-09-01 01:52:34
Men are discovering a relaxing and energizing space in the spa. While the spa has traditionally been an escape for the fairer sex, more men are finding respite and rejuvenation within the walls of spa facilities that are now offering treatments, therapies and even decor that signify a shift from simple pampering to overall wellness. In 2014, the International Spa Association reported that men now represent 47 percent of the spa-going population in the U.S. “Health is our greatest wealth,” explains Charlene Florian, chief creative officer at Kerstin Florian International, which just launched a new range of skincare products designed especially for men. “Men need rest, relaxation and rejuvenation as much as women do to maintain a healthy, balanced lifestyle. Taking time out is more important now than ever. Spending time in the spa is a great way for men to decompress and recharge.” City Sirs Just as female guests have come to expect, male guests at Spa Montage Beverly Hills receive a customized experience. “Men are becoming more aware that fitness isn’t enough,” says Amanda Raich, spa manager at Montage Beverly Hills. “They must take care of their minds as well as being physically fit. Going to a spa can improve productivity. You can’t put a price tag on the combination of mental and physical rejuvenation.” Visits include an individual assessment of skincare needs so spa estheticians can cater treatments to each gentleman and even offer product recommendations to address concerns. Professionals can show them just how—and how often—to use each product for maximum efficacy. And it’s not just about the face: From the neck down, massages, soaks, scrubs and other treatments can energize the body and help alleviate existing pain, or get guys in top shape for skiing, swimming and other activities. In addition to Spa Montage, the hotel is also home to Gornik & Drucker, a barbershop with a storied history—celebrities and dignitaries have been turning to the shop’s professionals for 80 years. In an intimate setting, men enjoy shaves and haircuts, plus one-on-one consultations. In these consultations, professionals can recommend the perfect products and routines for male customers to best maintain their skin and hair while they’re at home. “Barbers are trained in techniques that are unique to a man’s grooming needs,” explains Leslie Gornik. “The removal of men’s hair, whether that’s hair on his head or facial hair, is completely different [than women’s haircuts]. When a man comes into a barbershop he can expect services from a barber that has spent extensive time focused on these skills. A man can come in and, in one visit, have all his grooming needs met.” Mountain Men At Montage Deer Valley, a visit to the spa is as much about overall wellness as it is about pampering. Guests can consult with a therapist during an Elements of Wellness retreat, which presents them with a custom lifestyle profile, so every man can receive a one-of-a-kind treatment tailored to manage his stress, fitness levels and more. “It’s about total wellness,” explains Shana Ominsky, spa director at Montage Deer Valley. “Therapies enhance the total performance. Whether it’s skiing, mountain biking or running, the therapies help all of these workout routines. Guests that come to the resort are usually healthminded. Some have had a sports injury, so the spa is geared toward all of those spa-goers.” One thing that nobody can deny is the view from the spa’s pool. Montage Deer Valley’s location gives guests panoramic views of the mountains and the valley below, and the crisp air completes the elevated experience. “The element of relaxation at Spa Montage Deer Valley is indescribable,” Ominsky explains. “It feels like you are in a whole different place. The views and atmosphere from the spa pool are so relaxing—and adding a service on top of that is just amazing.” Coastal Customizations While most spa services are great for all guests, some are designed to address specific needs that men may have. After a long day on the green, men can rest tired legs and feet with the Gentleman’s Volcanic Pedicure at Montage Kapalua Bay. It’s not your average pedi—it incorporates elements of Maui’s natural bounty and takes men’s concerns into consideration. “Men’s feet are different and need to be cleaned and refreshed in a different way,” explains Leila Storey, spa director at Montage Kapalua Bay. “[The Gentleman’s Volcanic Pedicure] starts by using indigenous produce from Hawaii, which includes a volcanic pumice and sea salt exfoliation. These help smooth the feet, and are followed by a wasabi-lemongrass mask.” Gentlemen might be hesitant about booking a pedicure, but after a long day on the course, sometimes a soak and buff might be just the thing to refresh and prepare for the beach. “Males have been reluctant to visit a spa as it seems like it is a female-only environment and they will leave with lipstick on,” Storey laughs. “Times have changed. These days, spas are very male-friendly and often have services which are specifically created for men.” Whether for a quick pedicure or a day of services, men are looking at the spa in a whole new way.
Published by Firebrand Media . View All Articles.