I may be new to such extremes of male grooming, but
there’s no denying it’s amassive –and growing – business.
According tomarket researchersMintel, the European
market alonewas worth€6.6 billion in 2010 and is
estimated tohit €7.2 billion by 2014. Meanwhile, a report
fromBaronesse Cosmétiques suggests 29-35%of Canadian
spas’ total revenue comes fromblokes, a figure backed up
by the UK’s BathThermae Spa (34%) and the Verbena Spa
inHelmsley, North Yorkshire (35%). How those chaps
reacted to the slip of paper that seems to pass for pants in
these parts was not reported.
At dinner later– all pumpkin soup, fluffy cushions and
flowing Pinot –my companions offer bothmockery and
motherly concern, and I go to bed determine toman up for
tomorrow’s spa.The next morning, Charlotte, our lovely
new ski instructor, suggests gendermight be holdingme
back on the slopes as well. “Women force it less than the
men. Because they are less strong, they try to usemore
technique. You aremore proud than awoman. Relax!”
It’s advice that works, and after a far more successful
ski session, I resolve to follow her advice at the Spa des
Neiges in four-star Allodis hotel (
hotelallodis.com
).
It’s a
more luxurious offering than the previous day, with
amazing mountain views and décor that Gok Wan might
favour if he became a Bond villain. The ladies still stop
and stare in the steam room, the menthol still stings
»
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