The main things you
need to know about the male health and beauty market…
“Male grooming
might not be the biggest market, but it’s definitely the fastest growing as it
becomes much more acceptable for men to care about how they look” (John Vial-
Fudge Creative Director). Beauty and health salon owners, generally, tend to
target their treatments toward the female market because females tend to spend
more time in the salon. However, we can see from all kinds of beauty, health,
fitness and tanning products that it is becoming more acceptable for men to
undergo treatments and, really take care of their self-regimes. Now more than
ever, with the acceptance of this, men represent a key target market for health
and beauty salons in pursuit of a better self-image. This is largely derived
from the celebrity market with plenty of celebrities discussing how they clear
spots, prevent wrinkles, tan their skin or build muscle.
So what are the basic
facts you need to know?
In a survey of 2,000 salon goers, male salon goers cited
concern over physical appearance as the main reason for indulging in
treatments, in contrast to women, who said feeling good was more important.
Therefore, services and products aimed at the male market should focus,
articulate and appeal on the aesthetic benefits to further appeal to men.
How can I sell my products?
Men tend to use basic functional products, such as face
washes and slap on moisturiser balm after a shave. They tend to be less convinced on the benefits of more
complicated products from a good brand. Unlike females, men usually look at the
immediate benefit in buying a product rather than the brand. Therefore, if he can sense
it is a good product, he will indeed go on to purchase. Demonstrating the
effectiveness of moisturisers, anti-ageing creams and serums may be the key to
achieving sales, especially as men may feel reluctant to purchase these
products in a retail environment. Therapists should take special care to
explain which products they are using during treatments and how they work to
male clients. Salon Tracker allows you to capture and store client data,
including purchase history, making it easier to up and cross sell products in
the future.
The purchasing power of female clients...
Women represent important purchasers of men’s products.
Therefore, by offering a range of men’s lines in your salon you can tap into
the market by cross selling to your female clients. If your clients have
developed allegiances to a particular brand the chances are they will be
persuaded that the men’s range is just as good. Again, providing samples for
their husbands and partners to try could help overcome male conservatism
towards beauty products.
How we can help...
Salon Tracker is a salon management software package which
allows you to store, track and communicate with customers in one easy-to-use
system. We can gather information on client history so you increase your retail
sales and chance of a returning customer. Call us today on 0113 350 8230 for
your FREE trial and watch how we improve your business!
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