Young men more concerned about their appearance

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.