Issue link: https://www.ascpskindeepdigital.com/i/1101652
ascp now offers advanced modality insurance! ascpskincare.com/ami 59 So, what's the bottom line? Men are investing both time and money in their health and looks, so spa owners need to let them know that in an industry once regarded as a girls' club, boys are definitely allowed. By following these tips, you can create an environment where Sam feels as comfortable as Samantha, and both genders are eager to fill your appointment book. MAKE HIM FEEL AT HOME The first step in drawing more male clients is to make it clear you don't simply accept them at your spa, but that you warmly welcome and accommodate them. This message of inclusion begins in your waiting room, which should seem pleasant and cozy to all clients, regardless of gender. If a man finds himself surrounded by flowers, pastel colors, and delicate teacups, he'll feel like a square peg trying to fit into a round hole and will be less likely to return after his first visit. The amount of effort you spend to create a man- friendly environment should depend on the number of male clients you have or hope to attract. If it's only a small percentage, consider dedicating one section of your waiting room as a "neutral space" free from flowers and frills, as long as it doesn't make your male guests feel isolated. If you serve an equal number of male and female clients, you could opt for separately themed "his and hers" waiting areas, but be careful not to follow male stereotypes when decorating their portion; not every man loves beer, football, and barbecue. The easiest and perhaps best option would be to adopt a calm, relaxing decorating scheme that's completely gender-free, such as an ocean theme, a nature theme, or a Zen garden theme. Make sure your magazine selection includes titles for both men and women, along with general interest publications, and provide free Wi-Fi so your clients can enjoy whatever content they like on their phones and tablets. Men are investing both time and money in their health and looks, so spa owners need to let them know that in an industry once regarded as a girls' club, boys are definitely allowed. BOYS' Club