The Guild
Well-Known Member
Welcoming Male Clients Into Your Salon
Many salon owners and therapists are unsure and a little nervous about offering treatments to male clients in their salon and as a result are missing out on a large chunk of salon business that includes retail sales. The advent of the glossy male magazine has made the male population more aware of their self image and actively encourages men to visit salons and spas for all kinds of different treatments. Such magazines also carry advertising for skincare ranges specifically targeting the male market. Even the local supermarkets have latched on to the male market and no longer just stock shaving creams and razors, you will find anti-ageing creams, and exfoliating products and tinted moisturisers on their shelves. Men no longer have to rely on pinching their partners skincare products from the bathroom cabinet they can take complete control of looking after their face and body without feeling embarrassed about doing so!
What should you do to encourage men to come for salon treatments?
In order to offer professional salon treatments to male customers you will need to consider sending your staff on some extra training courses or offer your staff some basic in house training to ensure that they know how to adapt treatments accordingly.
Your receptionist will also need extra training so they are able to explain what the various treatments involve and also be able to offer advice to male clients who are making telephone bookings for the first time so that they know how best to prepare for their appointment. This will avoid any embarrassment during the treatment for both the therapist and the client. For example, when booking a male client a facial treatment the client must be advised to shave prior to the appointment where possible. For body and waxing treatments the client must be reminded that he should wear a pair of comfortable shorts for the treatment. Swimming shorts are good because they have an inner lining.
You may find some resistance from staff to carry out treatments on male clients. Most will not have an issue and will rise to the new challenge. Some will simply not wish to carry out body massage but will be happy to offer a manicure or facial to male clients. It is not unusual for students to have had previous experience treating male clients during their time at college and will take it in their stride. Never leave staff alone in the salon when you know that they are treating a male client. Staff should also be made aware that if at any time during the course of a salon treatment the client makes the therapist feel uncomfortable or threatened then the therapist has the salon owners authority to take the following steps:
Facials
You will find that there are many of your existing facial treatments that can be adapted to suit men. Facials are a popular choice as the majority of men suffer with skincare problems as a result of having to shave every day. Men, like women suffer at some time during their lives with the usual outbreaks of spots and, in more severe cases, acne. Their skin is prone to sensitivity, dry patches, and is as vulnerable to sun damage and the ageing process as a womens skin!
If your skincare suppliers do not offer a particular range for men you will need to select products from the range that you use that are not highly perfumed. If you are just setting up your business make a point of asking if your chosen supplier has a specific range that they offer for men or if the range is unisex. You should not use cotton wool to cleanse the face; instead use sponges to cleanse the skin. If the client has a beard or a moustache you must avoid applying any product to the area. Cleansing, steaming and exfoliating treatments are all very beneficial unless contra-indicated.
Manicures and Pedicures
Professional men who are in the public eye and are regularly attending meetings and business functions like to look and feel their best so having a manicure can really boost self confidence. The standard manicure routine can be adapted to suit the male market very simply. You will need to spend a little extra time treating the cuticles. When massaging the clients hands and forearms be a little firmer and use an unperfumed massage cream. When filing mens nails you must always file straight across. Some men are not adverse to wearing nail polish but generally speaking most will be more reserved and opt for the nails to be buffed instead.
Pedicures can also be adapted in a similar way but of course buffing will not be required. Be prepared to spend more time removing hard skin.
Waxing
Waxing is a popular treatment with sportsmen particularly cyclists, body builders and swimmers. Male models and dancers opt for waxing treatments prior to photo shoots and performances. Typical areas that men like to have waxed are chest, back, shoulders, legs and eyebrows. When waxing the eyebrows remember that a more natural look is required. The eyebrows must be tidied and not shaped like a womans.
Waxing has to be carefully carried out on male clients as their hair growth can be thicker and longer. You will need to look carefully at the direction that the hair is growing in the areas to be waxed as this dictates the direction of wax application and removal. Any long hair must be trimmed prior to waxing to prevent unnecessary discomfort. Never wax over the nipple area.
You may have to consider booking out a little extra time to account for the extra preparation required and charge a little more for the extra amount of wax and strips you may have to use. For client comfort when waxing the back and chest regions, apply the wax to either side of the spine to small manageable areas. Do not attempt to apply wax in large strips.
Transvestites and also male clients who are undergoing a sex change may also require waxing treatments. However, many will choose more long term solutions to their hair growth problem and will look to have Electrolysis, Laser or IPL treatments.
Massage And Body Treatments
If you are a little nervous about offering a full body massage to male clients then you could start by just offering a back neck and shoulder massage. If the client is very hairy massage oils can cause great discomfort and so opt for talc as the massage medium. Generally, men require a firmer massage technique because they are bulkier than women. You could adapt the routine to include aromatherapy oils to suit the clients individual requirements and offer Indian Head Massage, Stone Massage, Reflexology or Crystal healing as part of a stress buster package for men. Men can also benefit from other complementary treatments such as Reiki, Ear Candling and Shiatsu. You could also consider offering false tanning treatments to male clients as these are popular prior to holidays and special occasions.
Many salon owners and therapists are unsure and a little nervous about offering treatments to male clients in their salon and as a result are missing out on a large chunk of salon business that includes retail sales. The advent of the glossy male magazine has made the male population more aware of their self image and actively encourages men to visit salons and spas for all kinds of different treatments. Such magazines also carry advertising for skincare ranges specifically targeting the male market. Even the local supermarkets have latched on to the male market and no longer just stock shaving creams and razors, you will find anti-ageing creams, and exfoliating products and tinted moisturisers on their shelves. Men no longer have to rely on pinching their partners skincare products from the bathroom cabinet they can take complete control of looking after their face and body without feeling embarrassed about doing so!
What should you do to encourage men to come for salon treatments?
- Consider carefully the environment that you are treating the male client in. Can you adapt one of your treatment rooms to be more conducive to the male market? Treating a male client in a feminine environment will not encourage them to become a regular client. Perhaps one of your treatment rooms could have a more minimalist décor? Consider changing the colour of the towels, bathrobes and couch covers that you normally use for female clients. Adopt grey, burgundy or beige tones.
- Think carefully about the treatments that you would like to offer and consider how they can be adapted to suit the male client. Your new client will not return if you scrape back his hair into a pink head band or cleanse his bearded face with cotton wool!
- Emphasise the grooming, health or anti-stress benefits of the treatments and products in your marketing and advertising campaigns and literature.
- Many skincare suppliers offer a range of treatments and retail products that are specifically targeted at the male market. Get in touch with your supplier and see if they can offer you assistance to arrange a special promotional evening by sending their local representative to help you with demonstrations and also provide you with samples and literature to hand out on the night.
- Consider attending specific courses geared towards learning new techniques and treatments that you can offer to male clients and be prepared to expand your product knowledge.
- Survey your existing female clients to see how they would feel about you offering professional treatments to men. You would not want them to feel uncomfortable if they were to see men in the reception area or coming out of the treatment rooms. When you produce your treatment menu you could include a treatment section for men so it is clear to your female clients that men are welcome. If their reaction is negative this can be overcome by offering specific times and days when men only can attend. Most clients will accept that men are welcome and will spread the word by telling their partners, family and friends that they too can visit the salon for treatments.
In order to offer professional salon treatments to male customers you will need to consider sending your staff on some extra training courses or offer your staff some basic in house training to ensure that they know how to adapt treatments accordingly.
Your receptionist will also need extra training so they are able to explain what the various treatments involve and also be able to offer advice to male clients who are making telephone bookings for the first time so that they know how best to prepare for their appointment. This will avoid any embarrassment during the treatment for both the therapist and the client. For example, when booking a male client a facial treatment the client must be advised to shave prior to the appointment where possible. For body and waxing treatments the client must be reminded that he should wear a pair of comfortable shorts for the treatment. Swimming shorts are good because they have an inner lining.
You may find some resistance from staff to carry out treatments on male clients. Most will not have an issue and will rise to the new challenge. Some will simply not wish to carry out body massage but will be happy to offer a manicure or facial to male clients. It is not unusual for students to have had previous experience treating male clients during their time at college and will take it in their stride. Never leave staff alone in the salon when you know that they are treating a male client. Staff should also be made aware that if at any time during the course of a salon treatment the client makes the therapist feel uncomfortable or threatened then the therapist has the salon owners authority to take the following steps:
- Advise the client that she is going to stop the treatment immediately and ask him to dress.
- Inform a senior member of staff what has happened and ask them to accompany you into reception whilst the client pays in full.
- Before he leaves make it quite clear that neither yourself nor other members of staff will be able to accept any future bookings from him.
Facials
You will find that there are many of your existing facial treatments that can be adapted to suit men. Facials are a popular choice as the majority of men suffer with skincare problems as a result of having to shave every day. Men, like women suffer at some time during their lives with the usual outbreaks of spots and, in more severe cases, acne. Their skin is prone to sensitivity, dry patches, and is as vulnerable to sun damage and the ageing process as a womens skin!
If your skincare suppliers do not offer a particular range for men you will need to select products from the range that you use that are not highly perfumed. If you are just setting up your business make a point of asking if your chosen supplier has a specific range that they offer for men or if the range is unisex. You should not use cotton wool to cleanse the face; instead use sponges to cleanse the skin. If the client has a beard or a moustache you must avoid applying any product to the area. Cleansing, steaming and exfoliating treatments are all very beneficial unless contra-indicated.
Manicures and Pedicures
Professional men who are in the public eye and are regularly attending meetings and business functions like to look and feel their best so having a manicure can really boost self confidence. The standard manicure routine can be adapted to suit the male market very simply. You will need to spend a little extra time treating the cuticles. When massaging the clients hands and forearms be a little firmer and use an unperfumed massage cream. When filing mens nails you must always file straight across. Some men are not adverse to wearing nail polish but generally speaking most will be more reserved and opt for the nails to be buffed instead.
Pedicures can also be adapted in a similar way but of course buffing will not be required. Be prepared to spend more time removing hard skin.
Waxing
Waxing is a popular treatment with sportsmen particularly cyclists, body builders and swimmers. Male models and dancers opt for waxing treatments prior to photo shoots and performances. Typical areas that men like to have waxed are chest, back, shoulders, legs and eyebrows. When waxing the eyebrows remember that a more natural look is required. The eyebrows must be tidied and not shaped like a womans.
Waxing has to be carefully carried out on male clients as their hair growth can be thicker and longer. You will need to look carefully at the direction that the hair is growing in the areas to be waxed as this dictates the direction of wax application and removal. Any long hair must be trimmed prior to waxing to prevent unnecessary discomfort. Never wax over the nipple area.
You may have to consider booking out a little extra time to account for the extra preparation required and charge a little more for the extra amount of wax and strips you may have to use. For client comfort when waxing the back and chest regions, apply the wax to either side of the spine to small manageable areas. Do not attempt to apply wax in large strips.
Transvestites and also male clients who are undergoing a sex change may also require waxing treatments. However, many will choose more long term solutions to their hair growth problem and will look to have Electrolysis, Laser or IPL treatments.
Massage And Body Treatments
If you are a little nervous about offering a full body massage to male clients then you could start by just offering a back neck and shoulder massage. If the client is very hairy massage oils can cause great discomfort and so opt for talc as the massage medium. Generally, men require a firmer massage technique because they are bulkier than women. You could adapt the routine to include aromatherapy oils to suit the clients individual requirements and offer Indian Head Massage, Stone Massage, Reflexology or Crystal healing as part of a stress buster package for men. Men can also benefit from other complementary treatments such as Reiki, Ear Candling and Shiatsu. You could also consider offering false tanning treatments to male clients as these are popular prior to holidays and special occasions.
