London, June 13: The boom in men's grooming treatments and products in the United Kingdom has generated growth in a new wave of men-only health emporiums. This, many investors believe, is a largely untapped market and set to grow rapidly over the coming years.
The machismo around men's beauty treatments and products is slowly but surely being replaced by a willingness to do whatever it takes, to look the best that you can. Global sales of men's 'refinement' products and services are growing each year and look set to continue rising.
According to Henk Potts, Barclays Private Clients, "The global industry in beauty and health is thought to be worth something upwards of 140 billion pounds per annum, it's one of the fastest growing sectors at the moment, we are looking at growth of at least five per cent per annum for at least the next 20 years. Now, traditionally, these products have been aimed at the female market, this is where everyone's been aiming their products, but that's all about the change, what we have got is the manufacturers, we have got the retailers, we have got the advertising agencies, all gearing up to try and break down those familiar barriers that many of us face -- they want to aim these products at the male market. This is the big untapped market, this is where the growth is likely to come from. What they are suggesting is that men everywhere should put their hand in their pockets and a mudpack on their face!"
Situated in the heart of Mayfair, The Refinery is where the discerning London gentleman goes for the very best in men's grooming. Established in 1999, the business is already turning over in excess of 1 million pounds, with a 20 per cent year of year growth.

Visitors can enjoy every kind of decadence, from a wet shave to a deep tissue massage or even a facial.



The design of the spa itself is central to the success of the business. Its modern layout and understated luxury manage to hit just the right note with the high-flying businessmen, film stars and media professionals who make up a large part of the 5,000-strong client base.



Marina Aspinall, Manager, The Refinery says "The architecture and design of The Refinery was kept very minimalistic and very masculine as such, because we are a male-only emporium, we needed to keep it flower-free, pink-free, something that you could actually sit down and relax in, go on the Internet, watch television, watch s port, read the daily newspaper and experience...almost like an office feel."



In line with expected growth in the men's health sector, the management at The Refinery are confident in their plans to expand abroad over the coming two years.


Bureau Report