Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 57
But Don't Put Him on Blast
Men are interested in skin care for health reasons, and although
the stigma of men in salons has virtually been eliminated with
the advent of gender-neutral products and services—and more
specifically male-centric products and services—most men do
not want to be the center of attention. To make male clients more
comfortable, consider offering a "male" treatment room.
KNOW THAT THINGS HAVE CHANGED
According to Cressman, "Ten to fifteen years ago, my male clients
were sent at the urging of their significant others. It was usually a
clandestine experience, and we (my client and myself) resolved to call it
a 'treatment' rather than a 'facial.' Somehow, that was more accepted."
In the past four years or so, Cressman feels more men are seeking
services and initiating consultations on their own. "I think this
comes with a greater understanding of skin health and a different
association in regard to gender," she says. "A facial is no longer a threat
to masculinity, it's just one more tool in their self-care programs. Plus it
improves the way they look, which adds to their perceived virility score."
Going forward, as Gen Z increases its spending power, traditionally
"gendered" skin care and cosmetic products will fade, according to a
study by Morning Consult. According to the study, "One-third of men
younger than 30 would try makeup,23 percent of men said they'd be
more likely to try makeup if brands had dedicated products just for
men, and 18 percent said they'd be likely to try it if stores had dedicated
employees to explain and test men's makeup."
8
Notes
1. Margo Badzioch, "The 2021 Mindbody Wellness Index: Everything You Need to
Know," accessed September 7, 2021, www.mindbodyonline.com/business/education/
blog/2021-mindbody-wellness-index-everything-you-need-know.
2. Margo Badzioch, "The 2021 Mindbody Wellness Index: Everything You Need to Know."
3. Margo Badzioch, "The 2021 Mindbody Wellness Index: Everything You Need to Know."
4. Margo Badzioch, "The 2021 Mindbody Wellness Index: Everything You Need to Know."
5. Margo Badzioch, "The 2021 Mindbody Wellness Index: Everything You Need to Know."
6. Yogiata Sharma, "Men Personal Care Market to Reach $166 Billion, Globally, by 2022," 2018, accessed
September 9, 2021, www.alliedmarketresearch.com/press-release/men-personal-care-market.html.
7. Laurel Nelson, "6 Ways to Woo a Man," Salon Today Online, August 17, 2015, www.salontoday.com/
370815/6-ways-to-woo-a-man.
8. Joanna Piacenza, "As Beauty Norms Blur, One-Third of Young Men Say They'd Consider
Wearing Cosmetics," October 28, 2019, www.morningconsult.com/2019/10/28/as-beauty-
norms-blur-one-third-of-young-men-say-theyd-consider-wearing-cosmetics.
Going forward, as Gen Z increases their
spending power, traditionally "gendered"
skin care and cosmetic products will fade,
according to a study by Morning Consult.