By Clyde Noel

clyde noel/Town Crier American Male Salon & Spa general manager Phil Sacino says a mug of beer and some “camoflaging” can make dad a new man.

One local beauty spa is redefining the feminine pampering typically associated with salons. American Male Salon & Spa in Mountain View provides its customers a mug of beer and up close views of the NBA playoffs during pedicure and manicure appointments, referred to as “foot and hand detailing” sessions. If the name or menu didn’t give it away, this spa is for men only.

General Manager Phil Sacino said the rationale is simple - provide pampering in a masculine setting.

“We create an atmosphere for guys of all ages who want to look good, feel comfortable and be pampered with service,” said Phil Sacino, general manager. “We want this to be a place where guys can come and try our services without the ‘frilly smelly’ aromas that female nail and salon shops have.”

Clients might think they were sitting in a sporting goods store with tennis rackets, baseball bats and footballs hanging above the pedichairs, manicure desks and hair-tinting stations.

“American Male has changed accepted terminology so guys can feel more at home,” Sacino said. “…You don’t get your hair highlighted at American Male, you get it camouflaged.”

American Male is a franchise founded in Reading, Pa., in 1997. It now includes 14 locations throughout the country, and Sacino is making plans to open a second franchise in Southern California this year.

The floor plan lends itself to privacy. American Male’s hair, feet and hand stations are in the back of the salon.

“When you’re sitting in a chair with a towel or chemical hood on, you don’t want to be on public display,” Sacino said. “We put you in the back rooms and let you watch the NBA

playoffs with a beer in your hand while the chemicals do their work.”

The market for the male who wants to take care of himself is unlimited, Sacino said. All the products used are made for men.

“On an annual basis, the male market is growing faster than the female market, and manufacturers are preparing for it,” Sacino said.

There really isn’t a typical client. People come from San Francisco to Morgan Hill and their number one request is the men’s quality grooming experience. For $49, you receive an energizing shampoo, warm paraffin hand dip, minifacial and scalp massage, reconditioning and splash styling.

Other major requests are the executive facial and the ultimate hand and foot detailing. Hair color techniques are also important, from camouflaging gray with subtle lightening to color services customized to the desired shade.

Sacino said all the stylists are fully licensed women, and all the clients have been men. “It’s not a girly thing, it’s a place where clients can come to us for the stress release and deep tissue massaging,” he said.

Father’s Day gift certificates are in big demand for services because they are appropriate for the occasion, he said. A recent trend is giving gift certificates to graduates for their first personal-care experience.

The American Male Salon & Spa is located in Mountain View inside the San Antonio Shopping Center. For more information, call 941-9994.