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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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All clients, female and male, should be educated properly about what you are doing to their skin, but men need just the facts. Let them know exactly why you chose the treatment you are recommending, what it entails and how to care for their skin after the treatment. For example, say: “A facial can help to decrease the amount of dead skin on the surface and provide a thorough cleansing of your skin. I will be performing extractions to decrease congestion from your pores, followed by a skin-tightening mask.” Then explain the steps as you are performing the treatment. This gives the clients all of the information they need without too much thought or confusion.

Men used to go to barbershops because they felt more comfortable there than in salons where the majority of the clients were women. Times have changed, and today there are many spas and salons that are specifically for men, which makes it more comfortable to go to without feeling it is too feminine. To cater to both genders, treatment rooms should be kept neutral; an overly feminine ambiance might make a man feel uneasy. Advertisements should feature male-specific services, such as a Men’s Grooming Facial or even a Skin Fitness Series. These tips and tools will allow you to build a successful male clientele while providing the best services for their individual needs.

Marketing point of view: Tracy L. Drumm

When trying to reach the male market, the keys are to get back to the basics and simplify your efforts. Begin by understanding that, although the exterior of the collaterals and promotional materials for your male market should differ from your female clientele, the core principles of marketing remain the same. Start addressing the question “What’s in it for me?” from the clients’ point of view. Create brochures, Web pages or fliers to promote how your services make your male clients’ lives easier.

Two specific tools that help effectively grab the attention and market share of the male population involve peer influence through numbers and speaking through female clients. Get rid of the aspirational branding approach featuring a beautiful woman’s rejuvenated face; instead, give your tools some masculinity. This doesn’t mean your tools need to tout cars, sports or other cliché male advertising imagery. Rather, make the tools less feminine so the men in your waiting room are not intimated to pick up your materials. Clearly branding things for the male market will help them feel more comfortable taking the leap of faith and picking up the consultation guide while visiting your facility.