skin smart
it’s aman’sworld David Suzuki delves into the world ofmale grooming
Most of us have thankfully thrown out the gender-biased ideas of old and replaced themwith the knowledge that men and women are equal in all regards, even in their need for a good skin care regime.
Men are no longer shunned or ridiculed for caring about their appearance - they are applauded for
it.The term'manly' is no longer synonymous with the gritty, rough and tumble unkempt look; it's now used to describe the well-groomedmetrosexuals of today. In fact, the interest in salons and Spas amongmen is on the up.
We've all been talking about it for years now; the coming of the beauty conscious
man.And new statistics indicate that the reality of this evolutionmay really be here.
modifying themenu
A priority when welcoming newmale clientele is to review andmodify yourmenu to includemore unisex technology.While it is no longer taboo formen to receive manicures, pedicures and facials, they are stillmore likely to participate if the flowery descriptions are kept to aminimum.
A good rule of thumb when creating your testosterone-compatiblemenu is to keep it
simple.Menmay want a facial, but they are most likely not looking for the champagne and caviar
variety.The same is true of manicures and pedicures; the treatments will appeal tomen, although the chances are that soaking in basins full of rose petals will not.
Consider developing a separate section of yourmenu that pertains specifically tomen. Perhaps even designate a special room within your salon formen
only.Another approach is to include couples packages on yourmenu, as it is becoming increasingly popular for women to introduce themen in their lives to Spas or salons that they have visited for
years.After a visit to the salon with a loved one, it'smuch easier formen to take the transition to visiting on their own.
keeping it simple, obvious&specific
Keep inmind that you will be experiencing manymale first-time clients.When I say first-time clients, it'smeant
literally.More likely than not, it will be their first Spa or salon experience ever.With this inmind, good verbal instructions and well-placed signs with subtle hints are necessary to lead new clients through their first endeavour.
Ideas and concepts thatmay be second nature to the female clientelemust be kept conspicuous tomen. For example, how do they put the robe on - frontward or backward? Do they hang their clothes in the cupboard or leave themin the dressing room? Do they remove all clothes? Everything?
This is always a terrifying question and sometimes equally terrifying to the therapist as they observe the decision themale client hasmade.
Inmuch the same way, it's good to explain a few details of the activities that take place during services offered on
themenu.This allowsmen to better decide which service or treatment ismore appropriate to their needs.
It's comforting formen to understand the whole procedure, as there's no greater fear for aman than to enter a treatment that they are notmentally prepared for!Men also like to know the bottomline, which includes the cost and time. Keep the services simple and all-inclusive; toomany decisions and perceived complexities will overwhelmhim and ultimately scare himaway.
GUILD NEWS 83
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