Richard Merrill, LE
AUTHOR
The salon and spa industry has long been an oasis for female clients. Everything from design concepts, ingredient choices, and aromatic experiences were made to entice the working mother, lead female entrepreneur, and trendy boss babe to schedule an appointment to escape their busy lives. That is now a thing of the past. With inclusion and diversity being the top draw to businesses across every genre, including the salon and spa industry, today’s male client is more than the occasional husband, boyfriend, or gay best friend.
Over the past ten years, we have seen a dramatic increase in salon and spa businesses finding subtle yet effective ways to include men in their marketing. However, we have also seen complete companies dedicated to solely servicing the male clientele.
Are you looking at this exciting opportunity as a fleeting moment of the trend?
Do you consider opening your books to the male population and find yourself overwhelmed with concern, racing thoughts, and ultimately deciding to leave that money up for the taking?
We must be willing to serve our whole community in today’s market. If you’re a waxing expert, offering Manscaping is a no-brainer. Men will help increase your business revenue and fill those empty appointment slots. Facial Specialists can create a menu removing targeted services and open up more customized services that exclude gender-specific themes. For those that offer the advanced modalities in their treatment room, this is the perfect time to show men they can get fast service with no downtime and put their best face forward for upcoming executive meetings or that hot date next Saturday.
Before updating your menu and redesigning your business, we must consider some essential items to create a company that is diverse in marketing and inviting to all members of our community.
Several trend-setting businesses have used terms and branding catered to a specific demographic. Still, we want to ensure we are not using words that may cause discrimination claims or negative emotional experiences before they ever meet you.
BEST PRACTICES
- Focus the client conversation by offering customized consultations and treatments capped by time limits instead of products or modalities.
- Create promotions in your marketing that celebrate our differences and generate new community allies. One great way to meet new markets is partnering with charitable organizations that show your business is an ally to that community.
- Keep the appointment professional just like you would with any other client. The number one complaint we see across every social media channel about including men in our business is the stories of tragedy. At the same time, these are real-life happenings that take place in companies around the world. We have to remember that these are less common than we believe. Have you ever posted about getting a cold and noticed how 50 others posted they have a cold too? The same practice applies in this scenario; we want you to share your positive stories. Businesses are catering to the male clientele, and you have an opportunity to alter the trajectory of your success by simply extending the invitation.
- The next topic often discussed when conversing about male-specific services is how to address facial hair. Men want the same results as any other client. Keep your conversations focused on ingredient and modality features and benefits. Ask the client what their personal goal is and provide that solution. When it comes time for the treatment, spend a little extra time massaging products, masks, and serums into the beard, working toward the hair growth. The skin needs to be treated and protected wholly. Men with short stubble use downward strokes wiggling back and forth, much like when applying mascara. The gentle rocking motion will assist products in penetrating while moving in the direction of hair growth, ensuring a relaxing experience.
- Lastly, use vocabulary to enhance your messaging. Consumers, male and female, have become way more invested in researching trends, ingredients, and protocols. Use styled professional language to express your brand but define what you offer. For example, replacing terms like anti-aging, beauty, and rejuvenation with terms like Deep Pore Cleanse, Gentle Exfoliant, and Hydration will attract more clients of either gender.
Creating a robust business and demonstrating your expert skills means being flexible in learning new skills, overcoming client challenges, and providing superior solutions every chance you get. As the men continue to find new service providers and we work together as an industry to offer more answers, I look forward to seeing how you creatively create a business focused on inclusion and building your community.
* This blog is for general skin, beauty, wellness, and health information only. This post is not to be used as a substitute for medical advice, diagnosis, or treatment of any health condition or problem. The information provided on this Website should never be used to disregard, delay, or refuse treatment or advice from a physician or a qualified health provider.Integrative Dermatology Symposium.
