If you are not targeting your skin treatments at men, you are missing out. Skincare is for everyone. Although men only make up around 20% of the market, it is because there is a shortage of specific marketing directed at men. Treat men with respect and professionalism. It’s time to break the stigma that skincare is only for women. Let’s take a look at how to attract and retain male clients. 

Professional Skincare for Men

It is important to implement strategies in your business to attract and retain male clients, if you are interested in targeting that section of the market.

Male Space & Guest Experience

Offer gender-neutral or a masculine space in your business. Make sure your salon is decorated to appeal to both men and women. The male guest experience could include slippers for men and appropriate reading material. 

Team training is important and should include how to retain male clients. Men need reminders to come back, so make sure employees are trained to make male clients feel comfortable and welcome.

Male Skin Concerns

Focus on treatments that address common male skincare concerns. The range of SkinBase Treatments, such as Microdermabrasion and Intense Pulsed Light are great for treating male skin concerns. These could be:

• Shaving irritation
• Acne
• Oily skin
• Ageing

If you want to attract more men to your business, include products that will appeal to them.

Men Only Packages

Create a separate male menu or male package. Focus on male images and a manly design. Include simple treatment descriptions focusing on male skin concerns.  Use language that men will find relatable and explain the skincare benefits for men. Consider making it beginner-friendly “Men’s Starter Skincare Package”.

Use clear, relatable language in marketing and focus on results-driven messaging. For example: “Eliminate shaving irritation”.

Testimonials 

Highlight how treatments can improve confidence and appearance. Remember to include  the short term benefits. They could have instantly smoother skin and unclogged pores. They might need a hydration boost. Use testimonials or case studies from male clients to build trust and get more men through the door.

Offer Discounts 

Offer discounts for partners who refer their significant other. You could host an event inviting them to bring their male partners. Theme the event for men and make it easy for them to book and return together. “Book a treatment for him and save on yours”.

Local Partnerships

Leverage local partnerships by collaborating with gyms, barbershops or men’s clothing stores to cross-promote services. Ask to leave your flyers in their shops and offer to do the same. 

Attract and Retain Male Clients

It is easy to attract and retain male clients with a few smart marketing ploys. Become a SkinBase Therapist and get started now.  

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