Spa Canada Magazine
The Missing Link...
The Missing Link...
by: Douglas G.A. Coburn AIIC
Reflexologist, Aesthetic Professional, Trainer and Consultant
When it comes to men’s services there is a critical missing link in our industry between education and philosophy. Therefore we are left standing in the presence of our male client feeling unsure and hesitant. In fact it may be we were never taught how to carry out his spa needs finding the tools, products and procedures falling short of the intended mark. In our industry, the billion dollar spa industry, there is a missing link which should be addressed. This link lies in our education. Simply put, as a mature student not only did some schools reject me, but I presented an exhausting challenge to my teachers with my thirst for knowledge. I wanted to gain insight into the what, when, where and how of men’s spa services and issues. I was the only man in my college of aesthetics and quickly discovered I had a great challenge ahead of me to become a well rounded aesthetic professional. This personal experience leads me examine the past.
History shows us that the European discipline accommodated the male spa patron. Furthermore, I believe this attitude has survived even to this day as compared to the North American model. Western culture enjoyed this level of male recognition with the ‘ye old barber shop’ until they fell out of fashion. So what happened? As I see it World War II brought women to the assembly lines normally worked by men. When that war ended and the men returned, women were not so keen to return to the “domestic bliss” of house and home and before they knew it the factory jobs were back in the hands of men. Women had to turn to something, so they began working in the beauty industry. Coupled with a rapidly growing economy, more free time and more spending power, women began to serve women and the spa industry really and truly took off. In an industry dominated by women the line in educational sand has been drawn and it remains there to this very day. Now over a half century later, we are at a set of serious cross roads. Men need the spa industry, the spa industry needs men if it is to propel forward with the speed we desire. We all need more education. In my school, and I believe many others, even today very few pages or chapters in our text books are dedicated to the needs and services of men. Perhaps this stems from the fact that some educators believe there are few differences between men and women. If this is true, the educational system is flawed. It cannot remain stagnant in the ever changing world of aesthetics. In order to effectuate services for men we need to embrace new ideas.
When I speak to students and aestheticians across Canada and the United States of America, I always acknowledge and compliment my female audience for what they and their predecessors in this industry have created and achieved. Just recently at a school in Montreal, Quebec every single student from both levels of the curriculum, was a women. As I explained formative points about the differences between men’s and women’s waxing techniques each listened with keen interest. I encouraged them all to think creatively when it comes to men’s services. If they do not, I fear the familiar path will be adopted and the ‘female’ attitude, philosophy and technique will be offered to their male clients. I am not advocating the decline of the feminine code of conduct and education in the classroom but I am stating there is a lack of the masculine code and course of action.
To further my argument in regards to male waxing I believe spa institutes and teachers are resting on their laurels. The educational system including its content is barely keeping up with the pace needed. When I teach a basic male waxing class I am amazed at what a course can reveal to an experienced aesthetic professional. Waxing for men is entirely different in terms of anatomy and design. We have to recognize that ‘he’ has to face a new set of standards set out by our society from the bedroom to the beach and back to the boardroom. Society is pushing him right to our doors and we need to adopt language, training and attitude to suit this new flood of male patrons.
It is my strong opinion we must recognize and communicate this issue; the missing link in education. It is my belief if we do indeed ignite conversation around this topic and take a few steps over the line drawn by what I perceive is an ‘old fashioned’ way of teaching we can begin to make headway. Let us drop the gender driven processes we have pursued over the last half century and turn ‘his’ experiences and ‘ours’ away from uncertainty and limitation. By adopting new tools, and re directing our thinking process and turning our attention to those male clients our businesses will flourish and flow. As an industry, we can grasp that missing link, and hook it into the chain of success securing our journey into the future.
