Hello!
I do quite a few men's facials, plus my own(!), and one of the main tips is indeed to avoid cotton wool as it gets stuck in the beard growth. That aside the main problems with men's skin are often shaving related, such as redness, irritation & resulting dryness. Men's skin is also a lot thicker & tends to produce more sebum (often resulting in blackheads). You'll probably find you'll need to concentrate on the exfoliation, it would probably be worth steaming the skin, and I normally replace the hand massage with a foot massage or scalp massage. You might also like to introduce the use of hot towels at the end to remove the mask as it helps to leave them feeling clean & oil free. Good luck!