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Simply Male

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.

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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Esthetician’s point of view: Terri A. Wojak

Building a male clientele is easy to do if you take the proper steps. Men tend to be very loyal clients, and it will give you the upper hand when increasing your business. It takes six to seven more attempts to gain a new client than to retain an existing one and, because men often become regular clients, it will help to build your business as a whole. When trying to build your male business, remember these important tips:

  • Keep it simple;
  • Provide facts; and
  • Make them feel comfortable.

Men typically prefer simplicity, so make sure that the treatments you offer are quick, easy and show results. There are many services to offer men that meet these criteria. Laser hair removal is one of them. Many men are concerned with excess hair on their backs, chests and shoulders. There are new laser devices that are much quicker and easier to use than older technologies that are time-consuming and painful. One such laser allows the entire back to be treated in as little as 20 minutes, and it is virtually painless. This is not only a great service to offer, but it has been proven to get male clients in the door so they can be educated about other services.

There are many treatments available to improve the appearance of the skin, but there are a few options that men would be more apt to receive. For instance, microdermabrasion may be a better choice for a man than a chemical peel because you can feel and see an immediate result, there is no after care and it’s a simple, quick procedure. Although chemical peels are quick and easy, there are many steps involved in caring for the skin after the treatment, so you shouldn’t offer this treatment at a first appointment.

When it comes to product recommendations, be sure to make their routine simple, as well. You can relate home care to a fitness regimen. Many men work out on a regular basis to keep up their physique. Explain that home skin care is the same idea; they can’t just do it once and get long-lasting results—they have to do their part at home. There are many male-specific products on the market that are making men more open to taking care of their skin on a regular basis. At the very least, ensure that your clients are using a foaming cleanser and oil-absorbing matte moisturizer with sunscreen. Never start male clients out with more than a three-step regimen; it may overwhelm them, especially if they are used to just soap and water.