A few months ago, Steve Grunwald revealed a highly personal piece of information about himself. Apparently he had done what no man at AM-1000 had done before–or at least had admitted to over the air. He had a facial. He even said he enjoyed it.
Avid listeners of “The Steve Cochran Show,” of which Grunwald is executive producer, knew immediately that the razzing was about to begin.
“You had a what?” Cochran goaded. “Men don’t get facials!”
After several minutes of taunting and teasing, the calls began pouring in.
“Hello, this is Bob. Uh, yeah, I’ve had a facial. I liked it.”
“Steve, this is Tony. Hey, leave Grunwald alone, all right? Facials are great. I get ’em all the time.”
Although a number of callers did side with Cochran–who, by the way, instigated Grunwald’s confession by telling about his own harrowing spa experience–the response of callers like Bob and Tony spoke volumes.
“I think there’s this whole secret segment of society where men are getting closet facials,” said Cochran, who resides in Naperville.
But guys are getting more than facials these days. Besides the ever-popular massage, those men bold enough to enter the traditionally female day spa environment are also getting manicures, pedicures, waxes, body wraps and sundry other unisex services.
And though most men don’t have to worry about public ridicule, some have been known to go to extremes to hide, say, a manicure. Take Rob Creason, for example, a 27-year-old mortgage broker who works in Lisle. Creason traveled all the way to Columbus, Ohio, for his first manicure. Prodded by his friend Jeni Marr, who also happens to be director of advertising for Mario Tricoci Hair Salons and Day Spas, Creason noted, “I didn’t want anybody finding out about it.” Yet, he added, “It wasn’t bad. I might do it again the next time I go out of state.”
Then there are guys like Michael Bear of St. Charles, who has received just about every treatment offered at annabella salon and day spa in Geneva, and he doesn’t care who knows it.
“I try to go at least once a month,” said Bear, 27, a former firefighter/emergency medical technician. “I have friends who think I’m weird because I have pedicures and manicures, but I tell them, `Don’t knock it until you’ve tried it.’ It reduces stress, it feels refreshing and it boosts my self-confidence.”
Annabella owner Lora Voelsch realizes that all male clients aren’t so uninhibited. That’s why she and her employees strive to make those customers feel as comfortable and, sometimes, inconspicuous as possible.
“At first they might feel a little timid coming into a salon,” Voelsch said, “especially in the daytime when more women are here, but we can pick up on (that), and we try to accommodate them as best we can.”
To that end, Voelsch has selected the very back of the building in which to place the spa’s manicure and pedicure stations. In fact, the European pedicure chair, complete with lumbar massage and a small whirlpool, is shielded by a milky glass wall. And, like many day spas, besides lots of warm blankets and individual sound systems, each treatment room features soundproof walls. Voelsch also instructs her employees to be discreet when calling to confirm male clients’ appointments.
“If we don’t speak with the gentleman specifically, we don’t share over the telephone (what the appointment is for),” Voelsch noted.
Michael LaRue of St. Charles appreciates such confidentiality. Two years ago, LaRue, who is a salesman in the building products industry, signed on for a massage at annabella. But when the therapist was delayed because of car trouble, he got more than he had bargained for. “They talked me into having a hydrotherapy bath and a facial,” said LaRue, 47. “I figured what the heck, there aren’t any other guys sitting here watching me.”
LaRue soon found himself soaking in a whirlpool. “They lit the candles, turned on the soft music, turned the lights down low and put special oils in the tub. It was all I could do to stay in there for 20 minutes,” he said. “I’m a shower guy. I just sat there thinking, I can’t relax, there are people outside that door and I’m in here naked.”
He does, however, admit that the subsequent facial was worth any so-called suffering he endured in the tub. “The changes on my face were unbelievable,” LaRue said. “It was as smooth as a baby’s butt. I never expected that.”
Still, LaRue doubts he will revisit any spa unless it’s for a massage. “I just don’t need to pamper myself,” he said.
Cochran agrees: “I don’t think it’s a priority for most men. You know, we shower, we wash our hair, and we brush our teeth. It’s just not about fun for guys.”
Joe Wrobel no longer considers his spa visits self-indulgence, though. His wife, Ela, who is from Poland, convinced him otherwise.
“I think the stereotype over the years is that it’s not a manly thing to do,” said Wrobel of Geneva, “but she told me that in Europe, when the seasons change, people visit the spas.”
Now Wrobel visits annabella at least four times a year and gets everything from a manicure to hair removal on his eyebrows. His favorite treatment, though, is the deep cleansing facial.
“I had acne when I was in my teens, and it cleans out my pores,” Wrobel said. “I also suffer from allergies, and I found that if they massage around the nose area, that helps clear up the nasal cavity.”
At 32 years old, Wrobel, who is a printing plant supervisor, is a typical male client. “We see mostly professional men, between 25 and 55,” said Fabienne Guichon, director of all Mario Tricoci spas. Women range between 12 and 80, she said.
But, according to Voelsch, male customers at annabella could just as soon be construction workers as lawyers. “It does depend on their needs, but I just think people are people,” she said. “They need stress reduction and maintenance.”
Perhaps the biggest misconception about day spas is that most services offered are primarily cosmetic in nature.
“I even hate to call it the beauty industry,” said Rella Grubek, owner of Salon 21 Day Spa and Hair Salon in Wheaton. “We’re trying to evolve into a more holistic approach that will take away from the feminine angle. Then, as a result of (good) health, we’re going to look good.”
Facials, in particular, offer a cornucopia of benefits for both sexes. But, unfortunately, as Voelsch notes, “The word `facial’ is not appropriate. Even females don’t understand what it is. They think it’s just cleansing, toning, moisturizing and putting on makeup.”
But, in reality, customers seeking facials can choose from among several different therapeutic options. Annabella’s purifying sea facial provides intense cleansing, exfoliation, extraction and a masque. Tricoci’s herbology facial uses Chinese herbs and a mild alpha hydroxy acid to tighten pores and soften skin. Most salons offer facials targeting acne, aging and sun damage. In addition, treatments generally include some massaging of the shoulders, neck and scalp.
“After coming out of a massage or a facial, you feel like a brand new man,” Wrobel said. “It’s like you just slept for 24 hours. You feel rejuvenated, refreshed. There’s nothing like it.”
“Your skin does feel better,” Grunwald agreed. “I know it’s probably not the right guy thing to say, but you can definitely tell the difference.”
At least some guys are finally catching on. “Men are getting to be more in touch with themselves and are beginning to see it more as a healthy thing than as a luxury,” Guichon said. And, with nine spa facilities now in the Chicago area, Tricoci is receiving its share of male clientele.
Targeting men specifically has helped.
Besides his well-known facial, Grunwald has received “basically everything” since he began patronizing Tricoci’s downtown Chicago facility nine months ago. But when time allows, he chooses a package called the Men’s Club. Consisting of a manicure, sports pedicure, grooming facial, steam and body massage, and haircut and style, it is 5 1/2 hours of unapologetic pampering. Even a gourmet lunch with champagne is served.
And, with a name that sounds more like the title of a workout gym, guys seem to go for it.
“We’re seeing more and more men, that’s for sure,” Guichon said. “They usually love it and keep coming back.”
Annabella offers two men-only packages: Groom’s Day and New Dad’s Day, a 3- and 2-hour package, respectively. Both boast hydrotherapy baths, body massages, scalp treatments and more.
The sports massage, a deep tissue massage geared for the male and female athlete, is also a favorite of men.
“I often work out, then get a massage,” said Tony Pignataro, a project analyst from Berwyn. “If I’m having a lot of muscle pain, I get a sports massage and it works out the kinks.”
A six-year veteran of both the Oak Brook and Schaumburg Tricoci, Pignataro has also been known to partake of services less requested by men.
“The mud treatment was interesting,” he said. “They wash you down on a table, apply the mud, let it soak in, then they clean it off and put moisturizer on. It actually rejuvenates your skin and gives it a healthy glow.”
Pignataro also endures a back wax a couple of times a year. “For when I go to warmer climates,” he noted. “It’s very painful.”
Even Cochran can relate to such discomfort.
That’s how he felt when he looked in the mirror at Tricoci in Naperville while having a scalp treatment and saw himself sitting under a hair dryer, with a dew rag wrapped around his head, deep sea mud dripping from his scalp, and a manicurist positioned arm’s length away, tidying up his nails.
“I’ve said this a million times,” Cochran recalled, rather woefully. “Thank God my father was already dead, because this would’ve killed him.
“But, you know what? It felt great.”
HERE’S WHAT IT’LL COST YOU . . .
Contemplating your first day spa visit, but don’t know where to begin? A simple manicure may be your best bargain. Not only is a manicure typically the least expensive treatment on most spa menus, it also provides both visible results (nicely groomed nails) and therapeutic benefits (a hand and arm massage). Listed below are generic descriptions and prices for some of the more popular spa offerings.
Manicure/Pedicure: Various treatments include the use of: sea botanicals, oils and paraffin wax for softening; mood-influencing scents (aromatherapy) and massaging for relaxation and stress relief. Pedicures usually include an additional perk: a soothing whirlpool foot bath. Length: 20 to 30 minutes. Cost: Manicure $15 to $30; pedicure $35 to $45.
Facial: From seaweed and herbal to anti-aging and problem-solving, facials typically include deep cleaning, steaming and softening as well as scalp, neck and shoulder massage. Length: 1 hour. Cost: $35 to $85.
Massages: Swedish (designed for relaxation), sport/deep tissue (reduces muscle soreness) and reflexology (focuses on pressure points) massages are most frequently requested. Length: one-half to one hour. Cost: $35 to $100.
Hydrotherapy bath: An underwater massage with minerals and aromas that softens skin, stimulates circulation and promotes relaxation. Usually offered in combination with other body treatments, such as wraps, masks and polishes. Length varies. Cost: $70 and up.
Body waxing: Hair removal for nearly every part of the body. Length varies. Cost: Chins, lips and brows begin at $9; bikini/leg combinations can soar to $125.
Invest, indulge and enjoy.
