Beauty -MaleGrooming . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
g Theentlemen’s club
Where once, perhaps, the tried and tested shower, shave and spritz daily ritual simply sufficed, over recent years it appears that gents are now adopting a vested approach in the products and treatments they spend their money on.
With leading brands creating skin care collections especially for men and thanks to the many male celebrities who endorse a multitude grooming products, the male market is a highly lucrative business.
“The market reports seem to indicate that the male grooming sector is doing well and continues to show growth,” says Candice Gardner, Dermalogica Education Curriculum Manager. “As it becomes more socially acceptable for men to include a range of products in their daily routines, the segment will expand.”
With the boom in male grooming, there is undoubtedly much potential attached to both providing men’s treatments and retailing accompanying items. However, for some members of the male population the prospect of stepping over the threshold and into their local salon or Spa can still seem a little daunting. As a business owner, how do you tempt the opposite sex into your beauty premises?
Oh, boy!
Firstly, if you’re serious about attracting or upping your male quota, it’s important to consider things from their perspective. Taking on male treatments doesn’t have to require a huge outlay or business plan; the real key is to market both your salon and services accordingly in order to appeal to the target audience.
42 Salon surroundings
We all know the importance of first impressions, and your salon environment and décor plays an essential role in ensuring how your clients, both male and female, feel when they first arrive. If you’re designing or perhaps considering redecorating your space, why not steer towards neutral or muted colour tones for that all-important unisex appeal.
You could even opt to have a dedicated treatment room or zone within the salon for male use only. Such areas may help to ease any potential nerves and can be kitted out in furniture which has been designed specifically with men in mind.
Alternatively, if you’re an established salon with a feminine ambience, this doesn’t mean having to undertake an expensive overhaul in order to tempt in the boys. Simple tips such as neutralising one of your existing treatment rooms, introducing masculine coloured towels within your male treatments, or adding men’s lifestyle magazines to your waiting area can be an instant way of catering to your male visitors without a huge amount of expense.
Treatment time
Next, it’s time to consider your beauty menu. The treatments and products you offer are vital for not only gaining that all-important initial booking but also to ensure repeat custom. “When it comes to men, they want no fuss skin care. Have a menu ready with express services for them to pick from,” suggests Lydia Sarfati, Repêchage CEO and Founder.
Facials, hair removal, tanning and manicures / pedicures are just some of the popular male treatment
requests and you can introduce as many as suits you, extending your menu as your clientele increases. “Give the service a name that men will identify with and not feel is too feminine for them, like “Rough Hands Relief” or simply “MANicure” instead of calling it a manicure which they may associate with a female service,” adds Lydia.
Spread the word
With a great salon and treatment list to match, spreading the word is essential to your success. Your own website is one of your biggest assets in terms of promotion as any potential male clients can browse and research in the comfort of their own home, so try to add as much information as you can about what they can expect when arriving at the salon and during the treatment. Facebook and Twitter are also great ways to in which to get the word circulating in your area, perhaps promoting special offers, incentives and events specifically aimed at the gents.
Turn the page to discover the latest products and treatments for your male clients…
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