Issue link: https://www.ascpskindeepdigital.com/i/556136
Create your free business website! www.ascpskincare.com 17 licensed esthetician and instructor, trains estheticians on the specifi c needs and challenges of individuals with global skin. Her approach promotes clinical treatments for pigmentation anomalies, acne, and aging. After working with these skin types for more than 20 years, she has developed Global Skin Solutions, a corrective product line. Springer says, "Ethnic and racially diverse men are seeking both traditional esthetic and medical spa services in greater numbers. To provide effective and safe treatments, it is critical to address the unique needs of men—in particular, a global-skinned man." Pay Attention to Product Product ingredients are becoming of greater interest to men of all ages. Men need and appreciate products that are designed for their skin and body issues. If you use locally sourced, natural, or organic ingredients, tell them. Spa Aiyana at Carmel Valley Ranch in Carmel, California, creates treatments inspired by the four gardens on the property: aiyana, alchemist, herb, and lavender. Their signature men's organic facial treatment is specifi cally designed for the challenges of a man's skin. It focuses on relaxation, toning, and cleansing. An added feature to this treatment is a sleep-inducing facial massage. Director of Spa Operations Franziska Haala says, "Men are looking for result-driven treatments that are tailored to their skin. With this service, they go into relaxation mode and fall asleep during their session." Remake Your Intake Before you launch your male service menu and marketing plan, review your intake forms. If your forms are not gender neutral or include questions regarding makeup use or pregnancy, consider developing forms specifi cally for your male guests. Address their most common skin issues as well as outdoor activities, type of work, sunscreen use, current products, and where they purchase them. Assess daily skin care practices. Use this information to enhance your one-on- one consultation and skin analysis. This If you already have male clients, use them as a resource to provide feedback on your proposed menu, descriptions, and product selections. Many spas host guest focus groups before launching new treatments. Surveying your target audience can provide valuable insights, saving you time, energy, and money. Tips such as providing robes large enough for male bodies or creating men-only appointment days have been recommendations from recent focus groups. Go Straight to the Source is your opportunity to build trust and demonstrate that you have the experience, knowledge, and skills to address their unique skin care concerns. Stocking the proper supplies is also important, such as sponges instead of 4x4 wipes (those little "fuzzies" tend to get stuck in their beards), and larger gowns and smocks. Maintain Your Men Men understand maintenance. From cars to home repairs, maintenance is a concept most men relate to. Capitalize on this by designing a schedule of needed maintenance rather than a regimen. Share your professional recommendations for products, services, and frequency that will provide maximum results. Providing written home care instructions and following up with a phone call within two days of the fi rst visit are keys to engaging and maintaining the male guest. Elizabeth McRae, MD, owner of McRae MD Medical Laser Spa in Boerne, Texas, has seen increasing numbers of men since opening her medical spa 10 years ago. She uses an individual "spa-scription" with each client to outline the products, treatments, and follow-up program for each client based on her assessment and professional recommendation. "Our male clients are among the most loyal, and they achieve terrifi c results when provided with a plan to reach their skin care and appearance goals." McRae also says men purchase most of the recommended retail products and keep up with refi lls, which enhances the results. Find Your Marketing Mojo How do you market to men? You already have a key marketing resource at your fi ngertips—women. Every female guest has male colleagues, family members, and friends who are potential new clients.