Young men more concerned about their appearance

Sudibyo M. Wiradji, The Jakarta Post, Jakarta

Many young men in major Indonesian cities, particularly Jakarta, are taking greater care of their appearance amid the growing metrosexual lifestyle in the country.

Young men not only spend more time in the front of the mirror but also spend time deciding what to wear or choosing what perfume to use.

Visiting a beauty salon either for a haircut, hair coloring, facial or even skin treatment has become a routine activity for the metromale.

The well-groomed men use face and hair products, not only when attending specific functions like a wedding party but also when at work, meeting with their business partners or clients at a restaurant or a cafe and when going shopping with their wives and children.

The well-dressed men regularly spend half an hour or so on a day spa not only to get away from the daily grind but also to keep themselves in shape.

"More and more visit our salon not only for a haircut but also for a facial, for cleansing and moisturizing. Like women they want to look elegant, young, clean and neat," said Lutuye Beauty Salon's director of operations Dedy Rachmad.

Beauty salons and spas saw the arrival of male customers in the 1990s but the number of male customers only began to increase two years ago with the emergence of the metrosexual man, a phenomenon that also hit Indonesia.

Word Spy.com defines a metrosexual man as an urban male with a strong aesthetic sense who spends a great deal of time and money on his appearance and lifestyle.

At Lutuye, the number of regular male clients at present accounts for 40 percent of the total number of patrons, compared to only 10 percent seen two years ago. "The good thing is that this keeps our hairdressers and beauticians busy. We have to stock more cosmetics for men, such as hair tonic, shampoo, face powder, scrub, shaving cream, gel mask and facial products," said Dedy.

Lutuye, Peter Saerang, Rudy Hadisuwarno and Johnny Andrean beauty salon, for instance, have included spa treatments on the menu of beauty services. Commonly, the spa treatments at beauty salons are categorized as "light" spa services. They include hair spa, manicure, pedicure, hand spa and foot spa.

Hair spa, which is a relatively new beauty service at Peter Saerang Salon, is among the treatments in high demand because it can solve various hair problems like dryness, oily scalp, stress and hair loss. "Apart from a clean face, beautiful and healthy hair contributes to the appearance," said Eva, a spokesperson from Peter Saerang.

Peter F. Saerang also offers beauty consultants as part of its efforts to provide better services for male patrons. The consultants are responsible for providing advice on cosmetics for men.

Currently, Peter F. Saerang runs 12 outlets, several of which offer spa services, especially the one located at Plaza Indonesia and Kelapa Gading Mall.

At Johnny Andrean Beauty Salon, the demand for cream bath, hair cut, hair styling and hair spa from young men has also increased significantly over the last several years. Many young male customers come to the salon not only to solve their hair problems but also to take advantage of its newly launched services for relaxation, like hand spa and foot spa.

Even though the masseur only massages the client's hands or feet, a hand spa or foot spa can stimulate blood circulation and thus help release stress, according to Johnny Andrean, the owner of the salon.

On peak days, like Saturdays and Sundays, its beauty outlets at malls are packed with young male and female clients.

Currently, Johnny Andrean has some 200 beauty outlets, most of which are located in malls in the capital.

Following the launch of the hand and foot spa, Johnny Andrean plans to offer other spa services which are in high demand, such as body wraps.

The prices for beauty services are varied, depending on the kind of service and the salons.

Lutuye charges Rp 50,000 for a haircut, Rp 150,000 for a one- hour facial and Rp 400,000 for hair coloring. A haircut at Rudy Hadisuwarno costs on average Rp 80,000. A one-hour hair spa at Johnny Andrean costs Rp 30,000 and Rp 40,000 for a one-hour foot spa.

Meanwhile, hurried executives' growing habit of visiting a spa has not only kept the spa business afloat but also encouraged spa managements to provide personal care services tailored to men's needs.

"Many men are now aware that to keep themselves well groomed they need to rejuvenate their body and soul and therefore, many visit a spa," said Asmiyati who is in charge of operational and marketing affairs at Gaya Spa.

As male professionals or executives are busy people, many prefer to visit a spa that offers both spa and salon services, with treatments lasting anywhere from 30 minutes to three hours.

Gaya Spa uses essential oils from leaves, roots, seeds and resins and flowers during massage, facials, body wraps and other treatments. "The fragrance from the oils can evoke certain feelings, such as relaxation," she said.

Currently, 65 percent of Gaya Spa's clients are young male professionals.

Except for bust treatment provided for women, all spa services are now enjoyed by men, said Asmiyati. "Like female clients, many men want to stay slim by using a herbal body scrub, locally known as mandi lulur, a treatment to remove toxins and fat as well as to smoothen skin," she said.

Gaya Spa offers specialized spa packages for men. Its two-hour treatment package includes body scrub, milk bath, body wrap and massage.

Gaya Spa charges Rp 150,000 for a one-hour body massage. Prices for two-hour body treatment packages range from Rp 250,000 to Rp 700,000.