Issue link: https://www.ascpskindeepdigital.com/i/1415888
Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 55 PAWEL CZERWINSKI/UNSPLASH Understand Him According to Ball, men are very aware of their skin's dryness due to facial hair, and "most of the time, they don't take care of the skin underneath that facial hair." Swanson finds that men's primary skin concerns are acne and aging. And according to Gallegos, blackheads, razor burn, and ingrown hairs are also problems. "Every single one of my male clients asks for blackhead extractions and help keeping them under control," she says. "I also have a lot of requests for help with ingrown hairs and how to avoid them. Those are my top two issues. Outside of that, men really just love to come in and get pampered for a little bit and vent about their day." Above all, Swanson says, "Men want a clear understanding and guidance on how to regain vitality and wellness, and tackle their skin concerns." Cater to Him Resist the urge to consider men's skin care services as "add-ons." Men are genuinely interested in looking their best in this on-camera, Zoom meeting, social media world we live in post- COVID. To cater to the male clients in your circles: • Stock men's skin care products and grooming supplies in a dedicated retail section. • Create a male-specific, pared-down menu that includes treatment options just for him. (Don't make him peruse the women's menu to find the services he needs.) • Include photos and images of men in your marketing and social media campaigns, as well as in your salon. (Remember, the men are sizing you up before they step in your door.) • Include male-oriented reading materials in your waiting area. (Again, show them you're expecting them and they're not an afterthought). • Offer a separate newsletter and special promotions geared to your male clientele. (These guys are ready to spend.) By 2022, it is expected that men will spend $166 billion annually on skin care—a compound annual growth rate (CAGR) of 5.4 percent from 2016–2022.