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What Men Really Want

By: Rhonda Allison
Posted: May 27, 2011, from the June 2011 issue of Skin Inc. magazine.

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Another issue to address is skepticism. According to a recent article in The Washington Post, men are generally skeptical about many of the made-for-men drugstore brands hitting the market. Many believe these are the same formulas for women with a “manly” label slapped on them; and they may be on to something. On the other end of the spectrum are the men who believe over-the-counter brands are as effective as cosmeceutical, professional-grade products. For these reasons, education is essential, and men are ready for it.

Attracting male clients

Men are getting facials, but it’s how you appeal to them that makes the difference. The term “metrosexual” no longer resonates with the male consumer; today, it’s the “everyday guy” who values a groomed appearance without taking it to extremes.

Make sure your marketing materials promote the idea that everything about the treatments and products offered are geared specifically for the active man’s skin, from the ingredients to the ease of use to the serious results. Use strong, bold colors and active phrases in all marketing materials, including displays.

Once you have your marketing pieces in place, begin spreading the word among your female clients. Remember, they likely will be the ones to introduce the men in their lives to proper skin care. Also, try partnering with local businesses that appeal to men, such as golf courses, country clubs, fitness facilities or auto dealerships to develop special incentive packages. Via e-mail or direct mail pieces, reach out to corporations that rely on maintaining a well-groomed appearance for success in the workplace, and offer them an introductory rate to get them in the door of your skin care facility. Just remember to keep it bold, yet simple.

What men need

Men typically have a thicker dermis and epidermis and higher sensitivity, and they produce more sebum and have larger pores than women. Their pH is also more acidic, and studies have shown male skin cells carry fewer antioxidants, which results in a greater number of deeper facial lines and hyperpigmentation issues.1 Additionally, men continually battle a slew of skin issues specifically related to shaving, such as ingrown hairs, dryness and razor burn.