Issue link: https://www.ascpskindeepdigital.com/i/1415888
54 ASCP Skin Deep November/December 2021 Amber Gallegos, LE, owner of Succulent Skin Studio in Englewood, Colorado, says the majority of her male clients come from social media or referrals. "When posting on social," she says, "I try to post about issues that anyone and everyone can relate to, drawing interest from both men and women. "I feel like a lot of the posts . . . are geared mainly to women, so oftentimes men don't feel like it applies to them. Or it makes them hesitant to reach out. Sometimes men don't even know that places offer services for them. "I treat all of my clients like gold, but men are always so impressed when I do aromatherapy, jelly masks, scalp treatments—or really anything. They love it all." Create a Male Vibe Ella Cressman, LE, owner of Wheat Ridge, Colorado-based Ella Cress Skin Care, wants her male clients to feel comfortable, so she makes changes to the music or ambience (using different essential oils in the diffuser, for example) in the treatment room. "My spa decor has always reflected my personality—bright and cheery, not super 'girly,'" she says. "I think the association and perception of my specific spa decor is timeless and an implication of fresh, healthy skin rather than feminine pampering." Cressman also says her menu evolved from long and compartmentalized to short and simple. "I have custom facials, chemical peels, and other modalities," she says. "That's it! My retail products are selected based on my skin care philosophies and their ingredient composition. "If a product seems slightly feminine—maybe scent or packaging—I take time to explain the benefits . . . from an ingredient/skin function standpoint, emphasizing results. Then the perceived 'gender' of the product is not an issue." When asked if he markets differently to men, Ball says, "I think my marketing changes a little bit when it comes to men. Solely because I am a feminine male, I try to tone it down more with men. Other than that, it's pretty much the same. Most men are simple, some are extra, but they all want to be catered to just as much as a woman." Gallegos doesn't buy into the need to change her salon environment to attract male clients. "Honestly, I have not changed anything with my decor or menu," she shares. "The walls in my spa are blush, and my male clients don't care. Every single one of them is always 5–10 minutes early, and all they want is to get on the table. To them, nothing else matters."