Issue link: https://www.ascpskindeepdigital.com/i/916074
46 january/february 2018 I It's true that men are now spending more time and money than ever before on improving their appearance as they seek success in both their professional and social lives. The men's global grooming market is estimated to be worth about $29 billion.2 According to the latest statistics from the American Academy of Facial Plastic and Reconstructive Surgery, 61 percent of male respondents were somewhat to extremely likely to consider a cosmetic procedure, 44 percent of them to feel better about themselves in general. Another proof that stereotypes and gender barriers are being broken down: cosmetic procedures are not just for aging boomers. Millennials and Generation Z (born between 1996 and 2010) are the largest group embracing the idea, with the goal to maintain their youthful appearance instead of combating signs of aging later. Of the 31 percent of men surveyed who are extremely likely to consider having a treatment done to look better, 58 percent were between 25–34 years old, while 34 percent were 18–24 years old.3 The good news for estheticians? An increasing number of men are enjoying the benefi ts of facials and body treatments in spas and salons. According to the International Spa Association, men now comprise almost 50 percent of spa clientele. Rather than seeking out spa services to enjoy a luxurious, relaxing atmosphere, men are seeking effi ciency, professionalism, good results, and limited downtime. In order to better serve male clientele, the spa atmosphere and treatment menus need to refl ect their character, which could include creating a separate men's services menu. These services should include treatments that incorporate eff ective ingredients that will provide visible benefi ts immediately, as well as lessen the appearance of ongoing skin conditions such as excess oiliness or skin irritation from shaving.