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Simply Male

Steven H. Dayan, MD, FACS; Tracy L. Drumm and Terri A. Wojak August 2011 issue of Skin Inc. magazine
Providing referral cards to female clients to bring to the men in their lives can result in an increased male clientele.

Providing referral cards to female clients to bring to the men in their lives can result in an increased male clientele.

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Although once taboo, men taking care of their skin is morphing from a metrosexual trend to the norm for many. Aging doesn’t just happen to women, and now more than ever men are realizing that they want to look as good as they feel. This new acceptance by this strong male market may have you reconsidering your tactics for reaching out to them. Gone are they days of trendy treatments; now is the time to ask yourself how you can help men become lifelong clients of your skin care facility.

Physician’s point of view: Steven H. Dayan MD, FACS

It has become increasingly popular for men to request cosmetic medical procedures, and many practices are missing out on this opportunity because they market specifically to women. A few years ago the term “metrosexual” became popular as a description for men who cared about their looks more than the average Joe. However, the popularity of this term has faded because men making themselves look better is now the norm. According to The American Society for Aesthetic Plastic Surgery, the number of cosmetic medical procedures for men has increased more than 88% since 1997. With cosmetic medical procedures on the rise, men are more likely to receive skin services to maintain the benefits that come with undergoing these procedures. The time has come to start looking at new and innovative ways to draw the male population into your facility.

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