Salon Tracker
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The main things you need to know about the male health and beauty market…
“Male grooming might not be the biggest market, but it’s definitely the fastest growing as it becomes much more acceptable for men to care about how they look” (John Vial- Fudge Creative Director). Beauty and health salon owners, generally, tend to target their treatments toward the female market because females tend to spend more time in the salon. However, we can see from all kinds of beauty, health, fitness and tanning products that it is becoming more acceptable for men to undergo treatments and, really take care of their self-regimes. Now more than ever, with the acceptance of this, men represent a key target market for health and beauty salons in pursuit of a better self-image. This is largely derived from the celebrity market with plenty of celebrities discussing how they clear spots, prevent wrinkles, tan their skin or build muscle.
So what are the basic facts you need to know?
In a survey of 2,000 salon goers, male salon goers cited concern over physical appearance as the main reason for indulging in treatments, in contrast to women, who said feeling good was more important. Therefore, services and products aimed at the male market should focus, articulate and appeal on the aesthetic benefits to further appeal to men.
How can I sell my products?
Men tend to use basic functional products, such as face washes and slap on moisturiser balm after a shave. They tend to be less convinced on the benefits of more complicated products from a good brand. Unlike females, men usually look at the immediate benefit in buying a product rather than the brand. Therefore, if he can sense it is a good product, he will indeed go on to purchase. Demonstrating the effectiveness of moisturisers, anti-ageing creams and serums may be the key to achieving sales, especially as men may feel reluctant to purchase these products in a retail environment. Therapists should take special care to explain which products they are using during treatments and how they work to male clients.
The purchasing power of female clients...
Women represent important purchasers of men’s products. Therefore, by offering a range of men’s lines in your salon you can tap into the market by cross selling to your female clients. If your clients have developed allegiances to a particular brand the chances are they will be persuaded that the men’s range is just as good. Again, providing samples for their husbands and partners to try could help overcome male conservatism towards beauty products.
“Male grooming might not be the biggest market, but it’s definitely the fastest growing as it becomes much more acceptable for men to care about how they look” (John Vial- Fudge Creative Director). Beauty and health salon owners, generally, tend to target their treatments toward the female market because females tend to spend more time in the salon. However, we can see from all kinds of beauty, health, fitness and tanning products that it is becoming more acceptable for men to undergo treatments and, really take care of their self-regimes. Now more than ever, with the acceptance of this, men represent a key target market for health and beauty salons in pursuit of a better self-image. This is largely derived from the celebrity market with plenty of celebrities discussing how they clear spots, prevent wrinkles, tan their skin or build muscle.
So what are the basic facts you need to know?
In a survey of 2,000 salon goers, male salon goers cited concern over physical appearance as the main reason for indulging in treatments, in contrast to women, who said feeling good was more important. Therefore, services and products aimed at the male market should focus, articulate and appeal on the aesthetic benefits to further appeal to men.
How can I sell my products?
Men tend to use basic functional products, such as face washes and slap on moisturiser balm after a shave. They tend to be less convinced on the benefits of more complicated products from a good brand. Unlike females, men usually look at the immediate benefit in buying a product rather than the brand. Therefore, if he can sense it is a good product, he will indeed go on to purchase. Demonstrating the effectiveness of moisturisers, anti-ageing creams and serums may be the key to achieving sales, especially as men may feel reluctant to purchase these products in a retail environment. Therapists should take special care to explain which products they are using during treatments and how they work to male clients.
The purchasing power of female clients...
Women represent important purchasers of men’s products. Therefore, by offering a range of men’s lines in your salon you can tap into the market by cross selling to your female clients. If your clients have developed allegiances to a particular brand the chances are they will be persuaded that the men’s range is just as good. Again, providing samples for their husbands and partners to try could help overcome male conservatism towards beauty products.
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