Men cotton to spas’ comforts

Spas are no longer girls-only clubs, as more men are getting facials, massages and other treatments, local spa directors say.

Men are apparently becoming more comfortable with the idea of being pampered, perhaps because spas in general are becoming a more popular way for people to de-stress after a hard day or week of work.

But the idea of getting the same spa treatments as the ladies may still intimidate men. To counter this, many local spas are creating treatments designed specifically for men, using more masculine essential oils and incorporating sports and TV into some relaxation treatments.

Willow Stream spa at the Fairmont Hotel in Newport Beach, which opened last month, has a special room called the M Room, where guys can be pampered while watching their favorite team play on a plasma-screen TV equipped with a wireless headset or reading their favorite business or sports magazines.

“I think men are really looking to take more care of themselves, plus it’s become more socially acceptable, especially if they see more men’s treatments — it makes them more comfortable,” Willow Stream spa director Mimi Cozzi said.

Other high-end spas around Newport-Mesa have seen a similar trend and have also added more man-friendly treatments to their menus.

The spa at the Island Hotel in Newport Beach features treatments specifically for men. The spa was recently named as one of North America’s top spas by the highly regarded Mobil Travel Guide.

“I think men are becoming just more spa savvy in general, and in addition to that, I think they’re also looking for programs, lifestyle programs,” spa director Jim Croghan said. “These individuals come in extra stressed out and are looking for a daily regimen they can include within their calendars.”

Spa professionals were in agreement that spa-goers are not just looking for quick fixes. They’re instead in search of the fountain of youth in the form of a facial or body treatment that will help them feel or look better without having to go through the pain and recovery time of surgery or injections.

“Everything is about balance and detoxification and nurturing and results…. Anti-aging is everything,” said Angee Smithee-Senior, general manager of the Spa and Fitness Club at South Coast Plaza. “People will pay anything at this point for something that works, so I think the products are becoming more evolved and better than they used to be.”

For a quick fix, the Willow Stream has 30-minute treatments that people can do themselves at a fraction of the cost of an average spa treatment. A spa technician guides the guest into their signature U Rooms where they instruct the spa-goer what oils, serums and lotions they’ll apply and in what order. The guest has a steam shower and a whirlpool that they get to relax in while the oils sink into their skin to create that sought-after glow.

“It lets them experience all the different aspects of the spa on their own,” Cozzi said.

At the Newport Beach Marriott’s spa, as well as at other spas, the trend is toward packaging — people want to get the most bang for their buck while being pampered.

Spa spokesman Oliver Meinzer said guests are coming in for more than one treatment at a time.

Although most local hotel spas cater to visiting guests, their local clientele is growing everyday.