Issue link: https://www.ascpskindeepdigital.com/i/556136
12 ASCP Skin Deep September/October 2015 Understand the Potential Just how many men visit a spa or receive skin care services? A recent study by the International Spa Association found that 47 percent of reported spa clients were men. 1 Perhaps the best indicator that men are seeking services is the fact that SpaFinder Wellness, the Internet search site for spa consumers, has created a web Women aren't the only ones who want to look and feel fabulous. It's time to capture this profitable portion of the population. By Patti Biro Do you remember when wearing a pink shirt was a bold statement for a man? A similar shift in attitude is happening in male skin care, retail products, and the use of professional skin care services. Growing numbers of men are visiting spas, skin care clinics, and medical spas for a wide variety of services, and skin care companies are developing product lines just for men. Now is the time to take proactive steps to attract and retain the other half of the population and take advantage of the next wave of new clients for your business. page dedicated to men's services, etiquette, and tips. A search of the site for "men's facials" produced nearly 6,000 businesses. 2 Men are frequenting medical spas in greater numbers as well. According to the American Society for Aesthetic Plastic Surgery (ASAPS), men accounted for 10.1 percent of all nonsurgical cosmetic enhancement procedures received in 2014. The five most popular treatments for men were injectables (including Botox cosmetic and dermal fillers), hair removal, intense pulsed light therapy, microdermabrasion, and chemical peels. ASAPS reports a 273-percent increase in services used by men since 1997. 3 The growing interest in men's grooming has ignited an explosion of new barbers and shaving establishments. The National Association of Barber Boards of America reports that the number of barbers has increased 10 percent in recent years. 4 And those barbers are interested in providing more than just haircuts and shaves; they're delving into skin care. Texas has created a crossover fast-track curriculum of 300 hours that allows licensed barbers to obtain a cosmetology license, as well as a parallel program for cosmetologists seeking to obtain a barber's license. 5