Salon benefits from metrosexual phenomenon

A hair and beauty salon has witnessed a 60 per cent increase in metrosexuality in just three years, but claims not enough salons are doing enough to cater for the metrosexual man. David Maria, in Poulton-le-Fylde, is one of relatively few salons staying abreast of a national trend, set to make the male grooming market top the £1.5 billion mark. It is currently even carrying out skin revision treatments for Adam Hosker, a former contestant on TV show 'The Apprentice'.

Metrosexual is a phrase describing an urban male with a strong aesthetic sense and spending a great deal of both time and money on his appearance and lifestyle. David Maria is increasingly catering for metrosexuals, through the provision of both grooming and skincare products and treatments.

A survey has suggested 89 per cent of men in Europe and the US consider good grooming essential to their professional success. Male icons such as David Beckham and Brad Pitt are also encouraging men to look after their appearance.

The average man is now said to spend 24 minutes a day on personal grooming and gone are the days of this just equating to a quick trim of the sideburns and nasal hairs, according to David Maria.

Owner Deborah Quinn says: “Men are looking beyond the simple hair cut and finish combination these days. The treatments that have really boomed are manicures, facials, the brow tidy and the back wax. Executives also like to opt for a hydrotherm floating back, neck and scalp massage.

“The Brazilian is the wax most men joke about and, so far, we haven’t seen a surge in demand for these treatments, but put this down to low pain intolerance amongst Blackpool men!”

Men in the UK spend around £65 million a year on skincare products and the David Maria salon has also seen a noticeable increase in bookings for specialist skin care treatments. Since the salon was voted the Danné Montague-King Northern Clinic of the Year in 2007, its enzyme treatments have proved highly popular with males trying to improve the condition of their skin through rejuvenation. This is the treatment Adam Hosker is currently enjoying.

There is also much demand for the salon’s IPL (Intense Pulse Light) hair removal treatment. It is one of only a handful of salons in the north to offer this treatment, which is also used to tackle skin problems like acne, wrinkles and rosacea. This is the softie man’s way out of waxing and a popular choice amongst male customers.

Metrosexuality on the Fylde Coast has been fuelled by new treatments such as spray tans and by the availability of male cosmetics in many high street stores. Despite this, David Maria is still one of very few salons pampering male as well as female clients.

Deborah Quinn says: “When we mention the number of male clients booking appointments, people seem to assume this is a Blackpool-phenomenon, because of the presence of businesses like Funny Girls in the town. The Fylde has not really caught on to the fact that it has a vibrant level of metrosexuality amongst its male population and that these men want to look good in the mirror.

“What’s more, their wives and girlfriends are also expecting them to pass muster. The days of Carly Simon’s sentiments in ‘You’re So Vain” are well and truly over.”

If you think metrosexuality is a phenomenon that has passed your partner or son by, think again. It is estimated that nearly a half of men style their facial hair in some way and at least one in five regularly uses face creams. Man oh man, male beauty is now really big news!