ASCP Skin Deep

NOVEMBER | DECEMBER 2021

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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.

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