Beauty - Male Skin Care . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
IT’S A MAN’S WORLD
“The one thing that men do suffer from is pigmentation,” says Lorraine Perretta, Advanced Nutrition Programme Nutritional Therapist and Brand Manager.
“Research showed that pigmentation and uneven skin tone has been associated with an older looking face, even in the absence of wrinkles. In terms of supplementing men’s skin to suit their lifestyle and skin needs, I would recommend the Advanced Nutrition Programme’s Skin Defender.”
This supplement contains a blend of antioxidants and plant nutrients that serve to protect skin from photo-ageing.
When it comes to in-salon treatments, offering facials to your male clients can help them keep on top of their skin care routine as well as introduce them to a range of products suitable to their skin needs.
“Men’s skin is naturally oily, [so] blackheads and pimples are prone and facials consist of extractions and pore refining masks. [Male clients] are becoming more and more aware of facial machines and microdermabrasion,” says Clare O’Hanlon, Business Development Manager at Juliette Armand Skincare.
The Académie Cleansing and Energising Treatment for Men is a 45-minute treatment which begins with a double exfoliation using enzyme of Papaya sap, in association with Olive oil and Lemon extracts. The Sea Buckthorn energising mask is then applied to give the skin a
brightening and lightening boost – a range of homecare products, available from French Cosmetics, can be retailed afterwards.
Waxing is also a very popular treatment for male clients, with many wanting that smooth, hair-free look – particularly during the Summer months where their bodies won't be hidden under thick jumpers and jeans.
“Men want to wax because it feels cleaner, cooler and more comfortable,” says Trish O’Brien, Head of Education at Waxperts®
.
“There has been a huge growth in the combination of ears, nasal and eyebrow treatments; subtly groomed male brows and deforested ears and nostrils are, and should be, a must for all guys.”
With professional waxing becoming more common amongst men, it is vital that you refer them to your retail options once you’ve provided your waxing services. This is where you can really push to sell those moisturisers and after-care products to keep their skin feeling soft and avoid irritations such as redness or dryness from regrowth.
Getting comfortable As with all clients, it’s important that they’re comfortable at all times – not only during their treatment, but in the waiting room and afterwards. You will need to look at all aspects of your business and salon and ensure that they are male-friendly. Adding a few personal touches such as serving a beer with their treatment will help them feel at ease – but ensure you look into holding an alcohol license if you intend to include the beverage in the price of your treatment.
“Many salons provide a discreet area for men, who like to be much more private when it comes to grooming,” says Nilam Holmes-Patel, CEO and Founder of High Definition. “Even if your salon is mainly open plan, creating a separate private area will ensure that they will feel relaxed and comfortable. First impressions count, so work on creating a more unisex salon aesthetic; change up the design of your reception area with a more neutral colour palette if necessary and stock a range of men’s magazines. “Essentially, look at every area of your business and customer service and think about the ways that you can tailor it to the male customer, without alienating your existing female client base.”
Marketing “The men’s market is booming at the moment and is an aspect for many salons that is untapped and has great potential,” says Salon Evolution Director, Steven Gunnip. “The key to growing the men’s market for any brand is providing the knowledge clients need to understand why they should buy into the service. By imparting their specialised wisdom, salons can help men to realise the benefits of specific products and treatments, making them more likely to purchase as they can see the reasons for doing so.” If you want to encourage more male clients through the door, your first point of call would be to chat to your female clients and ask if their partners, male relatives or friends would be interested in your services. “Most women can persuade multiple men in their lives to give salon treatments a try,” says Sara Hull from the Salon Shop in Cork. “Offer each of your female clients a gift voucher to give to a man who has never been to your salon before. Make the vouchers redeemable against services that you are trying to promote and when the vouchers come in, send a salon gift voucher to your referring client to say thank you and show your appreciation.” Nilam Holmes-Patel adds: “Think about holding a gents’ only evening, where you can showcase what you offer and encourage them to try new treatments and products. A male audience can be very open to recommendations and advice around their grooming routine and once you’ve enticed them in, men can become valued and loyal clients – often for life”.
From cleansers and moisturisers, to shaving after-care, many professional brands have their own male-specific collections targeted to their skin care needs.
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Turn the page to see our top picks of products for male skin care…
Image ©
iStock.com/g-stockstudio
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