Daniella Russell, director of Wafi Health and Leisure, reveals why men have become the number one target market for Elemis and how stereotypes are rapidly changing within the world of skincare.
Why has Elemis increased its range of spa therapies for men?
Elemis has always had a strong male following of sophisticated skincare users, due to its unisex spa therapy menu. Men have strong brand loyalty and are likely to stay with the product if it delivers results.
Men's skins are very different to women's and therefore warrant a skincare offering designed specifically for their needs.
Due to daily shaving, men's skin can be sensitive and dry. With the technology of aquaporines, the Elemis Time for Men range targets the ever changing needs of the male client.
How has demand from men for spa products and treatments grown over the years?
We hold focus group sessions before every product launch to gauge the opinions of the clientele, in addition to carrying out independent clinical trials.
Our industry experience and observations show that the average man spends around three hours a week at grooming salons. Visits to grooming salons and spas are up by 28% year-on-year and 72% of men say they would love to have a facial.
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Plus, in a recent poll in Men's Health magazine, 70% of men admitted to using a daily moisturiser.
Which of your products is the best seller for men?
Elemis Daily Moisture Boost was recently voted Best New Men's Grooming Product in the UK and European 2007 Cosmetic Executive Women Awards and continues to be a fast retailer. Daily Moisture Boost is a lightweight moisturiser designed to immediately recharge and hydrate without over-loading the skin, while defending it from harsh external pollutants.
It comprises chestnut and bamboo extracts to restore elasticity and replenish nutrients stripped away during shaving; Polynesian green tamanu oil and cactus cerus flower to soothe post shaving and alleviate discomfort; and a trio of citrus oils to decongest and tone the skin.
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