Create your free business website! www.ascpskincare.com 19
Patti Biro is the owner and founder of Patti
Biro and Associates, a consulting fi rm
specializing in creating brand enrichment
through special events, retail consulting, and
education in the personal products, spa, and
wellness industries. With more than 20 years
of experience, Biro is a frequent presenter on
the national circuit for gift show, spa, and wellness trade shows.
Her articles have appeared in magazines such as Les Nouvelles
Esthétiques & Spa, NAILS, Skin Inc., and Spa Magazine. Visit
her website at www.pattibiro.com.
Share your "manu" with them. Ask for referrals. Gift
certifi cates are the number-one method for bringing in
new clients, and women buy gift certifi cates. Promote
gift-card sales throughout the
year as a strategy for introducing your male menu to
a new client.
An emerging trend in all spa services is side-by-
side or couples' services. If your space allows, this can
be a creative way to entice a man to share a facial with
his girlfriend, partner, or wife. When your internal
marketing, social media, website, and gift-card strategies
are in place, you will soon fi nd that it is raining men.
Bring your umbrella!
Notes
1. International Spa Association, "ISPA Finds Spa-Goer Population
Surprise," February 25, 2014, accessed July 2015, www.
experienceispa.com/ispamedia/news/item/ispa-fi nds-spa-goer-
population-surprise.
2. Spafi nder, "Spa Guide for Men," accessed July 2015,
www.spafi nder.com/men-spa-guide.htm.
3. American Society for Aesthetic Plastic Surgery, "American Society
for Aesthetic Plastic Surgery Reports Americans Spent More
Than 12 Billion in 2014; Procedures for Men Up 43% Over Five
Year Period," March 11, 2015, accessed July 2015, www.surgery.
org/media/news-releases/the-american-society-for-aesthetic-
plastic-surgery-reports-americans-spent-more-than-12-billion-
in-2014--pro.
4. Inc.com, "The King of the Barbershop Resurgence," April 11,
2011, accessed July 2015, www.inc.com/best-industries-2011/
the-king-of-the-barbershop-resurgence.html.
5. Texas Department of Licensing and Registration, accessed July
2015, www.tdlr.texas.gov/barbers/barberfaq.htm#l27.
6. Skin Cancer Foundation, "Men and Skin Cancer: Solving
the Knowledge Gap," accessed July 2015, www.skincancer.org/
prevention/are-you-at-risk/men-and-skin-cancer-solving-the-
knowledge-gap.
In today's competitive environment,
your service menu, descriptions,
and professional and retail products
need to convey your male-friendly
message quickly and clearly.
