Issue link: https://www.ascpskindeepdigital.com/i/135308
Most male clients need to be gently and thoughtfully introduced to the world of professional skin care. Unlike women, men do not have a long cultural background of multistep personal grooming habits, and tend to prefer fast and simple routines to more complex, time-consuming methods. Men care about their appearance—some far more than others—but they are generally conditioned not to express their feelings, and are especially more reserved than women about openly showing interest in skin care or other appearanceenhancing treatments. This does not mean they are not receptive to advice and instruction on the subject. It just means you must take the lead in offering your professional advice. 2. Support His Masculinity Many men have developed incorrect habits in the care of their skin. Much of this comes from the marketing approach of retailers and manufacturers over the years that have long promoted strong, aggressive products as the manliest approach to grooming. Soaps may contain abrasives such as pumice, and shaving products are often heavy in alcohol. Razor companies stress achieving the closest possible shave, and the marketing theme is almost always "because women will love it!" All of these approaches, besides their unfortunate physical effects on the skin, reinforce the underlying cultural message that personal care is basically a feminine activity—something men must do in a different way so that it doesn't conflict with their masculinity. One of the major obstacles men have in learning to care for their skin is still gender-based embarrassment: the fear of being considered unmanly. If you can, emphasize that you have numerous other male clients just like him. New male clients often wonder (and worry) about that. These men need approval for wanting what they see as self-indulgence. Phrases like "A lot of guys use this product" or "This treatment is very popular with men for reducing the signs of aging" will help reassure him that he is not venturing into a women-only world. When it comes to retail home-care products, the male client is as influenced by color, packaging design, and scent as a female client would be, but he will have different preferences. Anything that seems obviously feminine will make him hesitant to buy. 3. Offer Him Structure A structured, guided approach will appeal to most male clients. When discussing a treatment plan or retail products with a male client, don't make him decide between lots of choices. Men prefer the professional confidence of a well-planned recommendation. For example, tell him, "For your skin type, I think we should go with a glycolic treatment." Then you can tell him a little about how glycolic acid performs as an exfoliating product, and what that means. "So that will produce a much smoother and healthier-looking texture to your skin. How does that sound?" Explain that you will give him a treatment plan and a schedule for how often to return. Once you have provided this, have him book his next appointment before he leaves the spa. Men are generally very responsive to a "plan of attack," so don't miss the opportunity. In the treatment room, your male client may require some time to settle in to the relaxation you want him to experience, particularly if he is completely new to the spa environment. He may look about the room, talk, or ask nervous questions about the procedure. Men want information, especially when they feel off-balance, so be sure to describe what you're doing as you proceed through the treatment. It may take a few sessions before he is able to switch off and relax. SkinDeep_JA_2013.indd 15 One of the major obstacles men have in learning to care for their skin is still gender-based embarrassment: the fear of being considered unmanly. Get connected to your peers @ www.skincareprofessionals.com 15 5/15/13 4:23 PM