Issue link: https://www.ascpskindeepdigital.com/i/135308
13 1:49 PM Provide written directions for your recommended home skin care regimen. Keep it to three or four products at most for a new client—the fewer, the better—and always follow up after his initial visit with a phone call within two business days. He'll appreciate the concern and the extra service, plus he can report the results of both your treatment and any products he may have purchased. 4. Use the Right Words Because men often have little grooming experience beyond a razor and a splash of aftershave, your spa menu should describe men's services in terms of what a particular service achieves, steering away from words that a new male client will probably not understand. Don't assume he automatically recognizes or understands the words used to describe various products, either. Most women know what "toner" means, even if they don't use one, but men will find the concept of this product easier to understand if you refer to it as an "after-wash rinse," or a similar descriptive term. When advising a male client on the benefits and selection of facial treatments, assume you're talking to someone entirely new to concepts like exfoliation, extractions, masks, and steaming. If you use skin care terminology without any explanation, he may nod in agreement, even if he has no idea what you're talking about, so don't take the chance. Spend some time to respectfully educate him. Make your explanations as simply worded as possible. Don't go into deep, technical detail in your explanations—it's boring! Talk about the benefits and results of the treatment you're describing, and how his skin will look and feel afterward. Good words to use include clean, healthy, smooth, or vibrant. Avoid words that have feminine connotations like beautiful, silky, soft, or radiant. A structured, guided approach will appeal to most male clients. 5. Enjoy This Niche Men who have accepted the culture of professional esthetic care can be a true joy to work with. They enjoy the sensations of professional spa services, are steady buyers of your professional retail products, and can be remarkably loyal customers who are always looking for the latest information on techniques and ingredients. When you find this client, or help a new client reach this comfort level, you will find he represents a vast and lucrative market for the esthetician who understands his unique characteristics. Give the male client a chance to enjoy the experience and build trust in you, and he will realize there's a place for him in the spa world. Keith West-Harrison wears many hats: esthetician, leader in the green spa industry, product developer and branding guru at organic private label My Sacred Fig, and urban shaman at Great Face & Body in Albuquerque, New Mexico. Contact him at keith@greatfaceandbody.com or visit www.mysacredfig.com for more information. SkinDeep_JA_2013.indd 17 Get connected to your peers @ www.skincareprofessionals.com 17 5/15/13 4:23 PM