A fresh-faced glow is no longer the domain of women. This holiday season sees a proliferation of men-only facial treatments and even spas and skincare boutiques solely reserved for their domain.
Treatments manager Kathryn Cousins at The Oriental Spa at The Landmark, Mandarin Oriental, says the demand for men's facials has increased 50 per cent since last year. 'Our decision to launch treatments and products specifically for men was entirely customer-led,' Cousins says. 'Men are becoming more discerning with what they use on their skin.'
Cousins says the idea that skincare and grooming is only for a small sector of the male market is outdated. As men have started to realise the benefits of facials and investigate how to look after their skin, they have become curious about options once regarded as the sole preserve of women, such as Botox and fillers.
The International Society of Aesthetic Plastic Surgeons says China (including Hong Kong) ranked third globally for the number of cosmetic procedures in 2009. The most popular non-surgical procedure was Botox injections, with men making up almost 18 per cent of customers.
'Our male guests are becoming more educated in well-being, health and grooming,' Cousins explains. 'We needed to offer them something that exceeded their expectations and fully addressed their concerns, and this could only be done by presenting products and treatments designed specifically for the man.'
The Oriental Spa's TwinLuxe products were created for men by twin brothers Anthony and Hubert Tsai. Using pearl powder, hydrolysed rice protein and other Asian botanicals coupled with the latest dermatologic advances, the products are designed to improve skin tone and smoothness, promote anti-ageing and heal the skin. The spa also offers a TwinLuxe Performance Facial.
In between facials, Cousins recommends exfoliating the skin two to three times a week using a granular-based exfoliator to allow the skin to regenerate while stimulating new cell growth. 'This will also help those suffering from ingrown hairs post-shave,' she says. Cousins says the face scrub from the new VitaMan range is ideal because it contains walnut shell powder to remove grime and promote a healthy complexion.