Beauty -MaleWaxing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Man’s world
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“Research undertaken by L’Oreal shows that men’s attitudes towards beauty have changed with 67% of men saying it is more acceptable now to take care of their appearance than in the past. Maintaining personal appearance is a key priority for the majority of men, with 78% of men nationwide claiming that it is important to maintain a good appearance.”
France Baudet, Managing Director of Canelle, says that hair is an issue for men: “Our men’s market is predominantly dominated by waxing, including a big leap in Brazilian waxing.”
Conor Brady, Director of Carrigg Brady / Wax Logic Wax adds: “Men are a growing sector of the wax market and should be promoted in your salon so that all clients know they can pass on the information that your salon is offering waxing to both men and women.
“While most of the publicity centres around the male Back, Sac and Crack, we find the reality is most men want their back, shoulder and chest done. With the right treatment they will be a client for life,” says Conor.
“In Waxperts we are busy all year round with Manscaping,” adds Owner of Waxperts Ellen Kavanagh. “From brows to Manzilian, we do it all.”
When men first started opening up to the idea of waxing, many would only go as far as a back or chest wax, sometimes the more daring man would go for the ever-popular Back, Sac and Crack wax; but today, men are starting to pay a lot more attention to other areas that may need a little TLC, just like the ladies. The male Brazilian (aka Boyzilian) and Hollywood are becoming very popular amongst male clients these days, opening up a whole host of male treatment options.
“Male waxing is becoming more and more popular, everything from an
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eyebrow wax to Back, Sac and Crack,” says Audrey Heffernan, Trainer at Hennessy Hair and Beauty Supplies. “Male waxing can be a lot more challenging than female waxing; the hair is a lot stronger and coarser than female hair. Chest waxing and back waxing is very straight forward when waxing male clients, the difficult part is if they want a Back, Sac and Crack or a Boyzilian…”
To move with the times, offering intimate waxing to male clients is definitely lucrative. “There can be a lack of clients requesting intimate waxing and this can leave some therapists reluctant to carry out the treatment as they do not feel as familiar with the process,” says Rachel Black, Operations Manager at
ProSalonDirect.com. “There is a huge demand for the treatment, but perhaps when it’s not advertised, clients feel uncomfortable asking if it is offered.”
Training
Waxing the male client can be a whole new experience for therapists; some may only have carried out straightforward male waxing previously, whereas some therapists may have never even treated a male client.
If you wish to extend your services and offer male waxing, in particular male intimate waxing, making sure you and your staff are trained correctly is vital. “It is very important that you are very confident when doing this type of waxing and that you have a lot of intimate waxing experience,” says Audrey. “The area is very sensitive and delicate and care needs to be taken.
“Training on this type of waxing is very important and to get enough practice before you introduce it into your salon. A lot of stretching is needed when doing this.”
Waxperts now teach the technique of using their Waxperts Wax at their Waxperts Academy and especially for those that are thinking of adding male waxing to their treatment menu, they offer Specialist Manscaping 101 training. For more details on the training course, telephone 01 214 0757.
As much as the modern man is much more ‘in to’ looking after himself and hair removal, they can still often shy away from the salon or the Spa with the fear of looking out of place in a female- dominated salon. Therefore, it’s definitely worthwhile thinking about how you can attract the male client to your salon rather than missing out on the extra revenue.
One of the best ways to do this is to keep the salon looking neutral so when first walking into the salon, colours or décor associated with the female client doesn’t put off male clients. It could also be worth having a special area for male clients, or a treatment room specifically for male waxing, which is a little more masculine looking. If you don’t have the space to do this, you could easily turn your regular treatment room around before your male client arrives, as long as the décor is neutral, changing feminine looking couch covers or towels to masculine dark towels and changing the smell of the treatment room with more masculine smelling candles.
Where women like calming and relaxing music during their treatment, the male client may be a little different, so it might be worth asking them what they would prefer. It may be that they prefer a specific radio station, music type or maybe even listening to the latest sports updates. In your waiting area, try and include male magazines alongside female magazines so that they feel comfortable straight away and all anxiety is banished.
The way you describe male waxing treatments in your treatment menu can also give an instant impression to the male client. Make sure that treatments are outlined fully so that men know exactly what to expect and refrain from using feminine words or titles to describe the treatment.
If you can break into the male waxing market there’s definitely money to be made with the rise in popularity, however the key is getting your treatment offerings and your salon surroundings just right so that the male client keeps on coming back.
Turn the page for our round-up of waxing products…
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