Men’s facials: At one time, those two words went together about as well as water and oil. Today, however, they represent an important sector that skin care professionals don’t want to overlook.
The fact is, men have wanted to participate in the youth revolution for years; they just didn’t have the green light from the world of macho. However, a shift has been taking place that says men who take care of their skin and look their best are cool and accepted.
With this shift, there is an opportunity to educate, simply because most men haven’t been educated about how important skin care services and products are for healthy, youthful skin. That is where your job comes in. Get an active dialogue going with clients and consumers—both men and women—about the importance of men’s skin care. Keep in mind, however, that men’s skin desires and needs differ from those of women.