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By: Steven H. Dayan, MD, FACS; Tracy L. Drumm and Terri A. Wojak
Posted: August 1, 2011, from the 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.
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.
It is well-known that women and men differ in many ways, so it is important to market differently to males than females. Unlike women, men may not admit to trying to look better, but they often cage it because they are trying to achieve something on a “big picture” scale. They may admit to be looking for a better job, more professional leverage or the opportunity to meet women; looking and feeling better will help them to achieve these goals. There are many books and studies written about how important first impressions are. In a study published in the November 2004 issue of Aesthetic Plastic Surgery, fellow colleagues and I found that altering the physical appearance of the face with cosmetic surgery would result in better first impressions. The study revealed that, following plastic surgery, patients typically were thought to have better social skills, increased dating and relationship success, and trended toward having an appearance consistent with greater occupational and financial success. In addition, they were perceived by some to be more intelligent and to have attained higher academic achievement. DeNova research performed two similar studies revealing similar results.
Building a strong male clientele can take some work for those facilities that are used to catering to women. Females generally like to know every detail and option to make themselves look better and, in turn, they will feel better. You have to think in a different mindset with men, who tend to be a bit more single-minded; they like facts and solutions. The facts would include what is happening to their skin and why. Maybe they are getting pigmentation and they don’t wear sunscreen. The solution would be to start receiving skin-lightening treatments and use products containing sunscreen. It’s as simple as that. Don’t overwhelm them with other treatments that may not address one of their concerns.