Industry • Perspective
Mar.08,2021By Boulevard Staff
For far too long, men have believed the stereotype that salon treatments are exclusively for women. Oh, they might visit the barber shop or enjoy the occasional sauna, but they often overlook the benefits of other beauty services. Thankfully, that perspective is starting to change.
More men are taking advantage of beauty services than ever before, whether to learn about grooming and self-care or indulge in a little pampering. By catering to men’s needs, owners can tap into new markets and enhance the value of their business. Let’s take a closer look at three of the most popular beauty treatments that men are enjoying around the world.
Some men like to have smooth chests, while others want to remove that unibrow for good. In recent years, grooming has become an essential part of men’s beauty routines, which makes laser hair removal immensely useful and more popular than ever. This treatment offers men a mostly permanent way to remove unwanted hair from some areas of the body, reducing the time they need to spend on body hair maintenance.
Outside of grooming, laser hair removal is also a great way to address any painful ingrown hairs on the body. When used effectively, it can even reduce sweat contact with the body, which leaves men smelling better throughout the day. Be sure to let them know your beauty services will help them look and feel better — and perhaps offer a first-time promotion to sweeten the deal.
Beauty and skin care experts recommend that everyone have a facial every three to four weeks to keep up with the life cycle of skin cells. And yet there are still men who haven’t experienced the joy of a single spa facial! By encouraging men to have facials, you invite them to unclog pores, reduce the chances of blackheads, and contribute to their skin health.
If that isn’t enough to convince someone, remind them of the ways facials simplify daily grooming and self-care outside of the salon. For example, they make shaving far easier and less irritating by giving the razor smoother, cleaner skin to work with. That alone might be enough to urge them to book an appointment and find out how relaxing a facial can be.
Facials are also an excellent opportunity to teach men about daily skin care routines. Be sure to have resources and recommendations for a personalized regimen they can follow in between appointments. By emphasizing the value of these treatments, you will highlight the value of your service in turn.
Men are increasingly realizing that manicures and pedicures are not exclusively for women — these treatments contribute to a well-groomed look regardless of gender. Outside of guaranteeing that you look good in sandals, a monthly pedicure helps prevent athlete’s foot and certain skin cancers. Fantastic nails are just a bonus.
A complete mani-pedi is one of the most comfortable ways to exfoliate the dead skin cells that build up on hands and feet. Along with removing any calluses, it’s one of the most relaxing beauty treatments you can get. It’s also a perfect time to handle any ingrown nails and moisturize the cuticles. Be sure to let them know the International Spa Association claims approximately 30 percent of salon clients are men — they’d be far from alone when booking at your business.
Salons and spas haven’t been exclusively gendered for a long time, but it can still be difficult to overcome the stereotype. Don’t give up! If you keep reminding men of the benefits — and show them examples of other men trying it themselves — some will become your regular clients!