Beneath the masculinity ...... lies an inherent desire to be pampered

Over the last couple years a new species of male has emerged. He cleanses, tones and moisturises, spends a fortune on skin and hair care products and dresses in high-end fashion brands.

The rise of the metrosexual male is a global phenomenon and today the male grooming industry is worth billions of dollars.
But has Bahrain caught on?
There are countless salons and spas that ensure that the lacquered toe nails of every woman in Bahrain are chip-free, but few that cater for the moisturised man.
Stephen Grant, a well-known hair-stylist who has a salon at the Delmon Hotel, Manama, has watched the rise of the male preening in the kingdom.
“There has definitely been a rise in male grooming in the last two years,” he explained. “In our salon, which is unisex, it’s gone from 80 per cent females and 20 per cent men to almost half and half.
“The stigma of men taking care of themselves has fallen by the wayside and men are taking more care of their looks.
“Most men come in for facials, skin care treatments and waxing. Manicures, pedicures and hot-oil hair treatments are also becoming more popular. Guys like to be pampered.”
Mr Grant’s steady streams of male customers are both Bahrainis and expats from the US, Australia and the UK.
But he bemoans the lack of places in Bahrain where men can be pampered.
“Bahrain needs more places where men can be pampered, manicured, pedicured and massaged,” he said.
Bahrain, however, is home to ubiquitous barbershops and ‘saloons’ where hair cuts, beard trims and a quick head massage are all performed within a snappy 20 minutes.
For some like rugged photographer, Phil Weymouth, (pictured right) it’s the only way to groom.
“I go every couple of days to my local barber in Budaiya for a shave,” he explains, “its quick and easy.”
A cut throat shave costs just 500 fils and comes complete with a head massage.
But the cracked leather chairs, dubious looking hair products and aged mirrors are a far cry from the high-end salons catering for women.
But last week the Sheraton Fitness at the Sheraton Hotel, Manama, embraced the metrosexual and opened their doors to the increasing population of men who want to be pampered.
They have just employed a new male therapist and launched a ‘Revitalising Therapy’ for men.
Sheraton Fitness’ signature therapy claims to ‘rejuvenate by releasing stress and balancing the energy levels.’
GulfWeekly sent the scruffiest and least likely man to ever use moisturiser they could find – our photographer, T. Andrew Morton – to try it out.
The self-confessed “scruff” was the first person to experience the treatment and was more than a little apprehensive.
“I’ve never done anything like this before,” he said, “does it really take two hours?”
The treatment involves cleansing and re-mineralising the whole body using Mediterranean salt scrub, a full body massage utilising massage techniques from across the world, as well as a mini-facial ‘which works like reflexology for the face.’
Our reluctant snapper was taken to a changing room where he was given thick white robes and towels and then whisked to a candle-lit treatment room.
His therapist, Berlin Concepcion, placed a lavender oil eye-mask on his face and proceeded to rub and massage him with oils, scrub his body with salt and re-massage every inch of his body using L’Occitane products.
A facial followed that was supposed to beat the signs of aging into submission and banish the tobacco and caffeine toxins. Small bells chimed somewhere above him in an effort to realign and balance his shakras and bring his body’s awareness back.
He emerged from the treatment room, hair standing on end, thick with oil … but after a quick shower he appeared with smooth skin glowing beneath the three-day stubble.
A quick change of clothes and the transformation was complete.
“It’s new for many men to be engaging in this sort of thing,” said recreation and leisure manager Israel Sangalang. “Massage has always been very popular here and facials are slowly growing in popularity.
“Men want to look and feel better and relax after a long hard day and it’s a growing market. Men who used to be shy about this sort of thing are now coming to experience it. It used to be associated with the feminine males, but now testosterone-fuelled men are enjoying treatments.”
So was our rough and ready photographer converted?
“It was incredibly relaxing and I feel good. It’s something I would definitely consider doing again,” he said.
Next stop Stephen Grant’s?

Salons and Spas catering for men
Sheraton Fitness, Sheraton Hotel Manama, Tel: 17533533
Revitalising Therapy: BD50
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La Soleil Salon, Juffair, Tel: 17723757
Facial: BD18
Pedicure: BD5
Manicure: BD4
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Beauty and Nail Salon, Adliya, Tel: 17717323
Facial: BD23
Pedicure: BD7
Manicure: BD5
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La Fontaine Centre of Contemporary Art, Awadiya, Tel: 17230123
Hot stone therapy: BD30
Aroma massage: BD20
Intensive massage: BD20
Thai massage: BD20
La Fontaine Signature Facial: BD20
Clay mask: BD20
Anti-pigmentation: BD25
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Royal Spa, Ritz-Carlton Bahrain Hotel and Spa, Tel: 1758 6808
Facial: BD36
Various body massages: BD30-42
Body scrub: BD20
Manicure: BD18
Pedicure: BD18
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Banyan Tree Al Areen Desert Spa and Resort, Tel 17845 000
Facial: BD48
Various packages including massages, facials and scrubs: BD102-151
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Stephen Grant, Delmon International Hotel, Manama Tel: 17224077
Back wax: BD20
Pedicure: BD5
Manicure: BD5
Facial: BD20

Special Report
By -RdS-
editor@gulfweekly.com