THE SPA-GOER UP CLOSE
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Retail Habits
When it comes to purchasing habits,
female spa-goers often want products
that address specific problems. “Women
seek specific regimens which target
problem areas. Phytomer retail products
are grouped so that a female guest can
‘self guide’ herself through a specific
skin concern, thanks to our retail shelf
talkers,” Casper says.
While she recommends using a
simple and multi-use approach when
selling to men, Casper also recognizes
that, many times, women purchase skincare products for the men in their lives.
“So, sometimes, a feminine voice is still
appropriate when promoting male skincare products,” she says.
Hewitt has observed that men typically are less likely to experiment with
after-treatment products, but are more
open to sample products available to
them in spa locker rooms. “They see the
spa as a place to experiment with hair
gels, shaving creams and other products,” he says.
Bachinsky, on the other hand, wants
to dispel the myth that men don’t buy
products based on esoteric values, such
as color or fragrance. “Men, if not even
more so, are as sensitive and aware of
scent, color, product design and names
of their skin-care products as women
customers,” he says.
While men might at times be a
tougher sell, Bachinsky thinks they tend
to become re X]