Although women comprise the majority of salon customers, a recent survey has revealed that salons are seeing increasing demand for skin care and other specialty services geared towards men.
According to latest Mintel research, 72% of women and 52% of men have used professional care services. Interestingly, 25% of men ranging from 18- to 34-years-old report having a manicure or pedicure. Also, 38% of men in the 18- to 34-year-old category have had a facial or body treatment, compared to only 15% of men 55 and up.
Research also reveals that 20% of men and 22% of women of the age range of 18- to 34-years-old have had a facial at a salon. While male-oriented treatments are not as beauty focused as women’s treatments, Mintel research says there is a growing trend among the male population to look clean and groomed.
Among the men who visit a salon for a haircut or other treatment, they go more frequently than their female counterparts. For example, 39% of men surveyed who have had a facial say they get one once a week, compared to 6% of women.
“It’s possible that the segment of men who get beauty treatments are more concerned with their appearance, so they tend to visit salons more frequently,” says Amy Ziegler, global personal care analyst at Mintel. “While these findings are interesting, it is important to keep in mind that men who get beauty services still make up a small portion of the population."
Men who use salon services also tend to spend more than women do on some services. For example, men who get manicures spend about $37.14 as compared to women, who on average typically pay about $23.38 for a manicure.
"Coming out of the recession, we are likely to see an increase in services done at salons. This will be especially prevalent among men, but salons should be careful not to discount other growing population sectors,” adds Amy Ziegler. “The Hispanic, black and Asian populations are increasing at a significantly higher rate than whites and they are likely to influence the salon market by creating a greater demand for products and services specifically tailored to their ethnicity," she says.