Issue link: https://www.ascpskindeepdigital.com/i/556136
Create your free business website! www.ascpskincare.com 15 Know What He Needs Whether you are an employee, a solo practitioner, or own a skin care studio, men are looking for your skills and services. To increase your market share, you may have to man up to attract these prospective clients. As a skin care professional, you are already aware that men's skin issues are signifi cantly different than your female guests. Their thicker dermis and epidermis, combined with greater sensitivity, larger pores, and higher sebum production, require a different approach. Issues such as dryness, razor burn, ingrown hairs, and other issues related to shaving are frequent male concerns. Considering the fact that men are less likely to use sunscreen and are more likely to develop skin cancer, 6 you have a clientele who not only wants you— they need you! Get Guy-Friendly Ready to serve this clientele? Then, the fi rst step is to evaluate your space. Imagine a potential male client entering your business. What is his fi rst impression? Is it welcoming and gender neutral, or are you going to scare him off with décor that is decidedly feminine? While you don't have to bring in oversized furniture, install large- screen televisions in every room, or create a man cave, that fi rst step into your business could be a deciding factor. Also, review your website and print marketing materials. Do you have multiple images of men on your website and social media pages? Are you gender neutral here as well? Attracting men requires that they can envision themselves coming to your business. Make a "Manu" In today's competitive environment, your service menu, descriptions, and professional and retail products need to convey your male-friendly message quickly and clearly. Service names such as "executive," "gentlemen's," or simply "men's facial" have been common for years but may not be masculine enough. Consider eliminating the term facial and opting for more action- and results- oriented terms that focus on treatments, solutions, or results. It is not enough to simply modify your current treatments with a male spin or a new name. You must address men's unique needs in an authentic and professional manner to gain their trust. Focus service descriptions on results. Men want to know what to expect and what the outcome will be. And generally speaking, men like to get those results as quickly as possible. Creating a series of express services meets this need. Research what words and images target men by reading popular men's magazines and watching the commercials on the more male-centric television programs and channels. You will see what resonates with them! Embrace Diversity If your potential target group of men is ethnically or racially diverse, you may need to design your intake process, consultation, treatment protocols, and product selection to address the specifi c needs of this group. Pamela Springer, a