3 minute read
The Modern Man
WORDS BY HEIDI JOHANNSON PHOTOGRAPHY BY JELENA KOVACEVIC MODEL RICHARD DREGER
— LINA HEATH PRESIDENT, EVELINECHARLES SALONS SPAS
For 48 years, EvelineCharles has remained uninterrupted in the ongoing conversation of beauty. At this company’s core is a loyal, committed group of individuals that have embraced a vision. “We’re always in a position of reinvention, we’re never standing still. We have to remain limber to evolve to where the economy is at, where the business is at. It keeps us on our toes,” says EvelineCharles’ president, Lina Heath
From the EvelineCharles Salons, Spas and Academy to the 2016 launch of EC Labs that creates customized cosmetics and
toiletries, this company remains deeply rooted in the service industry. And over the past 10-15 years, the fastest growing demographic for servicing has been that of the Modern Man.
Heath recognizes this as part of the evolution of beauty. “The increase in priority for men to have improved grooming habits is a direct reflection of female independence. It’s now a more competitive environment for men aesthetically and they are stepping up in fashion, grooming and hygiene.” There was a time when a focus on men’s outward
appearance would have been considered superficial, but that seems to be more of a generational gap. At EvelineCharles, the message is that of education while maintaining health and wellness with a language that is comfortable for men. The EC Sports Pedicure and Manicure leaves men looking groomed and polished. Treating cuticle areas and calluses on both hands and feet, these treatments not only feel great but also serve a purpose. “All types of sports shoes create friction. The EC Sports Pedicure treats the nail area to increase circulation from the calf muscle down to the feet.
Many health conditions can be seen in the feet. Poor circulation, infections, even diabetes. We see that men are taking care of themselves. Ongoing monitoring of their health is one thing they can do, and men are just loving our pedicures!”
Massage has always been high on the list for men at EC. Sports related injuries are treated by licensed massage therapists and the treatments are done in the privacy of rooms for the ‘shy guy’. Heath confirms that it’s a lot easier for men to defend a treatment
when it’s health related but certainly should feel free to indulge for pure relaxation benefits.
The Gentleman’s Facial is a cleansing, exfoliation and extraction protocol for blemishes and irritation from ingrown hairs. Shaving removes a lot of moisture from the skin, so a massage that incorporates hydration as part of the treatment is essential for rejuvenation. Heath shares that a facial is never a ‘one and done’ solution. It’s a regime to introduce health practices and a routine that can be, perhaps, maintained from home to treat specific conditions. At-home care is the long term plan where the greatest benefit is achieved. It’s just a few simple steps. Cleanse, treat, tone and hydrate! Routine is key and don’t forget your SPF!
Gaining popularity is EC’s Laser Hair Removal Treatments. With two to three treatments, men can reduce the density of their beard hair. The number of treatments is relative to the different
stages that hair growth occurs. Each hair has to be detached at the root for optimal outcome of the laser treatment, and in order for it to be effective at different stages of growth. The more treatments, the less hair growth and it can also be customized for different parts of the body.
And for the guy who wants to start with a haircut, EvelineCharles has always been there for you. To maintain those shorter styles, Heath suggests making an appointment every three weeks for touch-ups. They can also offer a simple treatment for the softening of those greys once you’re ready to take the leap! Modern Men make up about thirty percent of EvelineCharles’ clientele. They would like you to be open to the experience and be reassured that any apprehension is sure to dissolve once you’re in their professional hands. “It’s simply an education, having the experience serviced by professionals that make educated recommendations for their benefit.”
We can be certain that as the business of beauty continues to morph and develop for both women and men, EvelineCharles will be at the forefront creating memorable experiences for their clients. “We work in a continuous entrepreneurial environment. We are change agents.”
www.evelinecharles.com
