Issue link: https://www.ascpskindeepdigital.com/i/1415888
Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 53 POST-COVID SELF-CARE CHANGES As spas and salons across the US begin attracting new clientele, current marketing data suggests that men may prove to be game changers for your business. It seems the post-COVID male is willing to expand his skin care horizons. According to the Wellness Index, 47 percent of men agreed (or strongly agreed) that beauty/grooming treatments are a necessity (versus 36 percent of women). 2 And surprisingly, it appears this trend is here to stay. Today, the average male spends $1,800 (versus $1,000 spent by females) on health and wellness. 3 And categories of skin care previously considered female-exclusive are becoming increasingly more interesting—and seemingly more of a necessity—to men also. The Wellness Index shows that 40 percent of men (as opposed to 25 percent of women) agreed or strongly agreed they are interested in trying new-to-them, low-touch spa services, such as cryotherapy, salt caves, infrared saunas, etc., post-COVID, while 18 percent are open to facials (13 percent of women) and 14 percent are now interested in advanced skin care—twice as many as women. 4 Men are also interested in fillers (12 percent versus 11 percent of women) and full-body skin treatments—again more than doubling the agree/strongly agree answers by women (13 percent to women's 6 percent). According to the Wellness Index, "Men are more likely than women to book services for facials, body hair removal, Botox or similar fillers, full- body skin treatments, and even permanent makeup or eyebrow tinting/microblading." 5 MARKETING TO MEN Because men are spending more time and money on self- care—specifically skin care—it makes business sense to market to them. By 2022, it is expected that men will spend $166 billion annually on skin care—a compound annual growth rate (CAGR) of 5.4 percent from 2016–2022. 6 So how do you capture the male market and increase your bottom line? We talked to industry experts to get their tips. Put Your Best Face Forward Before men even walk into your salon, a whopping 70 percent have already sized it up, either online or in the physical realm, according to an American Crew survey. 7 Men are very observant, according to Larry Ball, LE, owner of Miami-based Mann Brow. "If you advertise something that catches their eye," he says, "then boom! You got them." Belinda Swanson, LE, owner of Queen B Esthetics in Littleton, Colorado, says she targets male clients by offering male-specific services and photos on her booking site. She also warns to keep marketing simple: "Men want to know the 'game plan' and the outcome." What Men Care (and Don't Care) About Their brows: According to Larry Ball, the difference in brows used to be shape and size. "But men love a clean fluffy brow," he shares. "Super clean lines, a good trim of the hairs, and a little brow gel to tame them. Women want boyfriend brows now!" Pricing: "Men are typically less price sensitive than most women," says Belinda Swanson. Keeping secrets: Amber Gallegos says her female clients are eager to make referrals, but men are not so willing to share. "My male clients are not so eager to send in their wives, and I have been told several times that my space is just for them. It is their escape. I have one male client who buys himself gift certificates instead of his wife. It makes me laugh. Men are so secretive with their self-care . . . they just don't want to share."