Celebrity Specialist Targets Men With New Quick Service
Spray-tanner to the stars James Harknett has extended his range of tanning menus to include a new two-hour treatment aimed specifically at men.
The London-based specialist, who is one of a handful of experts housed at the Away Spa in the W hotel, Leicester Square, claims to have reduced the activation time of conventional tans by up to six hours.
The bespoke service, named Groom And Go after its accelerated results, uses two fine coats of a solution with a high dihydroxyacetone (DHA) percentage, followed by a drying system which speeds up the effect. The use of a mist allows the tan to penetrate male-exclusive barriers such as body and facial hair.
Each visitor is given a one-to-one consultation to discuss skin type, preferred shade and occasion before the 25-minute treatment is carried out. After two hours customers can wash off the guide colour, which sits on the surface of the skin, leaving a natural glow underneath that lasts between five and seven days.
Harknett said the launch comes in response to a growing number of men visiting spas and buying at-home products across the UK: “Good tanning is becoming a part of mens grooming regime. With sales soaring, guys are constantly looking for a quick, safe and accurate way to tan themselves, without looking fake.”
The Sienna X brand ambassador, who counts Harry Styles, Brian Friedman and Joey Essex among his clients, believes Groom and Go targets “the city gent with a busy schedule to wash off at the gym or before bed”.
It adds to the man-tanner’s existing range of male-focused services which include “barely there” and muscle-contouring.
Bookings for Harknett’s new Groom And Go tan, priced at £45, and other treatments can be made online or via the spa from today.
Away Spa W London,
10 Wardour Street,
Tel: 020 7758 1071