Fragrantly Beautiful

Makeovers get macho

New salon and spa takes a masculine approach to selling men beauty treatments mostly favored by women.

By JOHN GITTELSOHN

The Orange County Register

Attention, metrosexuals. There's a new spa and salon with you in mind.

Instead of getting a manicure, you can get a "hand detailing." Facial treatments are sold as "The Power," "The Rock" or "The Cure." Memberships – including massages, hairstyling and discounts on hair and skin products – come in packages called "The Executive" or "The Chairman."

The cosmetics and beauty industry has traditionally focused on the feminine. But Profile Spa and Salon, which opened here in June, is trying to make a profit by creating a macho environment for guys to get skin exfoliation, pedicures and body waxing treatments.

The mostly female staff members serve coffees and fruit drinks. They'll shine your shoes and detail your car. Feel free to kick back with a cigar in the VIP lounge, where you can play an Xbox 360, practice on a putting green or watch sports on one of 18 flat-screen TVs.
"Men's wellness is the fastest growing part of the health and beauty industry," said Danny McCallon, 29, who co-owns Profile. "But it's still a small part of the industry."

Profile is far from Orange County's first or only establishment to offer men's spa and salon services. Nor is it the most luxurious.

The Montage Spa in Laguna Beach recently offered a four-day "Gentlemen's Surrender personal spa marathon" that includes seaweed wraps, underwater hydrotherapy massages and instructions in "the art of shaving."

But if Saturday offered any indication, there's a reason salons devote most of their energy to women. For much of the day, Profile's white barber chairs, stainless steel pedicure stands and high-tech massage studios stood vacant.

Meanwhile, its next-door neighbor, Nailtique salon, was packed with women getting their toes and fingernails filed and painted. Two doors down, women getting their hair cut and dyed filled most of the chairs at the Empire Salon.

Profile's customers usually say the experience was worthwhile. George Prince, a commercial real estate broker, set up a standing appointment for a $45 haircut, style and scalp massage. He recently quit his gym after moving to a nearby high-rise and thinks Profile will become an alternative place to network.

Jim Paulus, 57, a Newport Beach food products broker, said he quit his barber of 25 years since trying Profile.

"As you get older, you need to take better care of yourself. Not that it takes a lot to cut this," Paulus said, pointing to a receded hairline.

Matt Wessels, a personal training manager at the Equinox Fitness Club, received a 25-minute, $70 facial called "The Power."

"In my industry, appearance is important," he said. "And this feels good."

June Harper, his "skin therapist," slathered on creams to exfoliate and moisturize Wessels' face, explaining the reason for each procedure, massaging his shoulders while a facial mask did its work.

"I'm not only helping him feel and look good. I'm educating him," Harper said.

"I would recommend it," Wessels said after his treatment, relaxing on the massage table, looking … educated.

posted by Cheryl Levesque @ 2:00 PM