Salons and spas in Chicago and nationally are catering to a growing interest among men in grooming.
Throughout the country, men now account for 31 percent of all spagoers, according to the International Spa Association, an industry group. And though that’s only a 2 percent increase from 2003, according to the group’s figures, officials with the association said it didn’t begin tracking men’s visits until three years ago when the trend started coming into focus.
Men also are buying more grooming products to take home. Retail sales in the U.S. men’s grooming market are expected to reach $10 billion by 2008, up 25 percent from 2004, according to Packaged Facts, a unit of marketresearch.com in New York.
Some reasons men have become more interested in grooming and spas include encouragement from wives and girlfriends, acceptance of spas by celebrity men, the need for release from daily stresses–and don’t forget the fading metrosexual movement.
From the decor to the terminology, men’s salons and spas are seeking to put some distance between themselves and beauty salons. Some have pool tables. Some offer free beer.
Many are set up with TVs, men’s magazine and brawny themes.
