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Caring for Male Clients Across the Generations

By: Rhonda Allison
Posted: July 1, 2013, from the July 2013 issue of Skin Inc. magazine.

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1. Cleanse. It’s important to talk to men about the process, including how to do it and for how long.

2. Exfoliate. Men are already doing this with their daily shave—they just need to extend the process to the rest of their face. Talk with clients about frequency and the proper pressure to use when applying.

3. Protect. Zinc oxide, along with skin-fortifying antioxidants, helps guard against free radical damage, nourish the skin and prevent premature aging. Be sure to end every treatment with a protective element.

Also, talk with clients about how their lifestyle can impact the health of their skin. Getting adequate sleep, not smoking, eating less sugar and more fresh foods, keeping stress at bay and exercising can significantly improve the appearance of the skin.

An emphasis on education

When working with male clients, keep in mind your biggest asset will be education. Not only educating yourself on the nuances of men’s skin, and the ingredients and treatments that work best for them, but also arming them with this knowledge. Once they understand, they are more likely to adopt proper skin care methods, become loyal clients and make their skin care purchases from your retail area.