ASCP Skin Deep


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IF ASKED WHO SPENDS MORE money on skin care— men or women—how would you answer? The general public would likely answer, "Women." Many skin care professionals may answer the same. But what's the truth? According to the Mindbody 2021 Wellness Index, skin care and wellness trends have shifted. 1 In 2019, women spent an average of $43 per month on salon and spa services, while men were spending approximately $39. Fast-forward to 2020, and now we see men outspending women by $10 per month (men $52; women $42). What changed? How to market to, attract, and keep your male clients by Lisa Bakewell MAKE THE MAN MAKE THE MAN

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