When getting set up to offer men’s services, many skincare professionals will find it helpful to get educated on the particulars of offering a Gentleman’s Facial, which may include everything from hot towel service to high tech gadgets. (Stay tuned for a full rundown in a future post!)
While no additional certification is required to specialize in men’s skincare, it’s still a good idea to seek out continuing education in order to truly understand common concerns such as acne, tough skin texture, folliculitis, and beard care, which will be more common among your male clientele and require targeted treatment. Product knowledge is also a must, so that you can expertly answer questions and point your male clients towards the right routine for their skin.
Once you’ve got your products picked out and your protocols down, another important consideration should be how you present your business to potential male clients. From social media marketing and SEO, to the set up of your treatment room space, it is critical that men feel welcome in your business.
This is a great opportunity to get creative and really zero in on your ideal client. Some examples of businesses that do this well are Hammer & Nails, located in Willow Glen, CA with their attention to upscale detail and old-fashioned vibes. Or check out one of the original man spas, We Do Men in Scottsdale, AZ with their fun, for-the-boys, atmosphere.
If your practice serves primarily women, you don’t need to overhaul your business completely. However, it’s still a good idea to take a look at things like decor, promotional images, and even product packaging, through the eyes of a male customer and aim to create a space that is more gender neutral.
If you’re ready to bring more male clients on board, a good resource may be other adjacent providers in your area. Businesses like barber shops, massage therapists, golf resorts, sports bars, and men’s clothing boutiques could be a great option for collaborating and forming a local network.
Think about the places your ideal customer might frequent and don’t be afraid to stop by with a few business cards. You might even consider offering a referral incentive, or teaming up with other local establishments to create a “Passport” program with discounts. Partnering up is a great way to build relationships with other business owners, attract new clients and create more community connections.
Other Important Things to Know
The CSS community is all about sharing resources and setting you up for success. If you’ve got a go-to tip for expanding your men’s services, we’d love to hear from you. Be sure to join us in the Facebook group
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