Once a Christmas bath set and a bottle of aftershave was all it took, but today it seems that Britain’s men are becoming more discerning with their beauty regime. Indeed, Mintel’s Spa, Salon and In-Store Treatments UK 2017 Report reveals that almost half (47%) of young men have had a treatment in a spa, salon or other treatment area in the past 12 months*, up from one in three (33%) in 2015**.

And it seems that men are increasingly calling in the experts for massage and hair removal treatments in particular. In the past 12 months, 18% of men aged 16-24 have had a massage treatment, up from 11% in 2015, while 18% have had facial hair removal or shaping (up from 8%) and 17% have had body hair removal (up from 6%).

While UK men have been scrubbing up on their use of beauty salons and spas, it seems so too has the wider nation. Indeed, one in three (33%) Brits have had a treatment in a spa, salon or other treatment area in the past 12 months, up from 30% in 2015. Overall, 14% of Brits have had a massage treatment in the past year, up from 11% in 2015, while 13% have had a nail treatment (up from 10%) and 10% have had a facial treatment (up from 6%).

As a result, the market is growing, with UK consumers estimated to spend a buffed up £7.6 billion on treatments in spa, salons and in-store treatment areas in 2017, up from £7.2 billion in 2012. And the future looks bright, as UK consumer spending on spa, salon and in-store treatments is expected to surpass £8 billion by 2021.

Roshida Khanom, Associate Director, Beauty and Personal Care at Mintel, said:

“The spa, salon and in-store treatments sector continues to see steady growth, as the proportion of people having treatments such as facials and massages saw a rise over the past two years. This is likely in response to the introduction of more technical facial treatments, such as LED and radiofrequency facials, as well as express treatments. The high proportion of men showing engagement in spa and salon treatments highlights that consumers are moving away from gender stereotypes while embracing gender neutrality.”

And while the number of men visiting spas and salons is increasing, it seems Britain’s men are looking for something different from their beauty experience. Of men who have had a beauty treatment in the last 12 months, 22% did so as they wanted to try something new, compared to 14% of women.

Overall, the majority are taking a holistic approach to their spa and salon visits. Three in four (76%) of those who have had a beauty treatment in the last 12 months say that beauty and grooming treatments promote their mental wellbeing, while more than three in five (64%) say they are an important part of their health routine.

“Mood matters and people are looking for ways to manage their emotional wellbeing. With the majority of consumers who have had beauty treatments agreeing that these promote mental wellbeing, spas and salons can position themselves as a holistic approach to health and beauty. Offering fitness classes or mindfulness coaching alongside treatments could promote the perception of wellness, while virtual reality headsets could transport people to more relaxing locations.”

Of those who have had a beauty treatment in the last 12 months, 36% booked their last treatment as a treat for themselves, while 20% did so for a special occasion and 19% said it was a regular grooming appointment.

And it seems that the visits to spas, salons and treatment areas are something to look forward to, with 70% booking beauty treatments ahead of time, compared to 16% who book on the day and 14% who don’t book beforehand at all.

“The majority of treatment users booked their last appointment in advance, likely due to the time commitment needed. Beacon technology can be used to encourage more spontaneous booking, by pushing notifications for available time slots for different treatments to passers-by. Touchscreen technology outside spas and salons which show people the availability of appointments may also encourage spontaneous booking.” Roshida concludes.

*12 months to June 2017
**12 months to June 2015

Press review copies of the Spa, Salon and In-Store Treatments UK 2017 Report and interviews with Roshida Khanom, Associate Director, Beauty and Personal Care at Mintel, are available on request from the press office.

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