Monkey Business Or Man’s Business

Connor Keppel
06/01/2013

A lot of salons can get a bit nervous about adding men’s treatments. But the thing is there is an opportunity for much greater revenue if you tweak a few things to include male treatments. It can seem a bit daunting and often it can even seem like men aren’t interested, but men’s beauty is increasing tenfold, so you need to make sure you’re getting your fair share. Here are our top tips on making your salon man-friendly.

helen

#1 Your female clients are key.

Every woman knows a man that they would love to spruce and pluck. Do them and yourselves a favour. Encourage your female clients to bring a male into the

salon on their next appointment to experience a treatment and award those women with a complementary product. Once you get them in treat the first timers to a choice of a free brow/nose or ear wax! These are things men are paranoid about and once they see the simplicity of the service they are more likely to return.

#2 Rename your treatments to ‘man friendly’ terms.

Perhaps ‘he wax’ or ‘boyzillian’. Develop your services menu to include treatments for males. If you do this they will feel more comfortable in your salon. Additionally a room in the salon which is unisex using products which have a neutral aroma. Appeal to the male in every situation from service to atmosphere.

#3 Men love products but you need to show and tell them about the products.

Spa’s can utilise this opportunity by supplying guys with stuff they will use. Products that combat ingrown hairs, reduce irritation from shaving and body washes are growing in popularity. Be the first to introduce them to these products and they will soon become regular clients.

#4 Develop packages for men!

Give male clients the opportunity to enjoy multiple services in a single visit. At first they may find it awkward making appointments. A package will allow them to get numerous treatments without having to go through the booking process again and again.

#5 Men will be the first to avail of online booking as they value discretion.

Promote your online presence to find the shy men in your area. They will gain confidence and maybe tell a friend which will be beneficial to your business.

#6 Finally walk into your salon adopting a man’s mindset..

If you are overrun with gossip/bridal magazines you are not male orientated, they will run for the hills. Take away some of the photos of women and include some of men enjoying treatments. Include magazines such as Forbes perhaps to create a comfortable waiting area for your male clientèle.

P.s. Don’t forget to advertise that men are welcome on any promotion and on a sign at the entrance.

Helen Carroll is a marketing expert here at Phorest. She has recently graduated from Maynooth University with an Honours Degree BBA in Business and Management. If you need any marketing advice you can email her at helen.carroll@phorest.com

  • 何 小惠

    Is a joke or a person’s business? This is a people business, not a joke, open up more customers.スニーカー通販http://www.spmeno.com/

  • Padraig Ó Raghaill

    Very dangerous advise, although can be used effectively you are basically making core changes against the largest sector of your market.

    There is nothing wrong with having target markets but once you start diluting the message you start to become no one for everyone. There are much better ways to gain added revenue without making compromises, how many ladies do you know that are perfectly comfortable in uni sex (beauty salons) – although hardly any salons take the step to say we are only Men or Ladies –

    If you want to be a unisex salon that fine and dandy but that will be your target market, how much business are you actually missing out on my multi targeting demographics and sex? Nothing is more dangerous than generalised advice on marketing to markets when your client base ears are throughout the world. Phorest themselves know even something as simple as UK or IE makes all the difference for which medium to use i.e. SMS or Email.

    Without proper understanding of your market demographics and what motivates the target markets within those demographics you are really playing shotgun marketing.

    While we bring being able to target your market, all this is pointless unless you have understood how your brand will be perceived in the market. I see salons worldwide struggling and constantly missing the (client expectation target) this is causing salons to close down, what is going in is the market is asking for one thing but being delivered another,

    Service based industries are a growing sector and only look to continue driven by our expanding and ageing populations. It is a hard statement but struggling salons need to look inwards before looking to blame a slow economy. Just a little food for thought.

    Padraig is the brand manager for salon ZEST in Swords, Co.Dublin

    http://www.salonzest.ie

    • Hey Padraig – thanks for the comment. Out of interest how did you come across the post? Always curious to see how people find our older posts!

      This was transfered from our old blog and is from 2011/12 I think. In regards to your advice I completely agree on shotgun marketing. I think the purpose of this post was to get people thinking about men, however a quick check on our your client categories on the system should really give you a solid understanding of how you serve. Couple that with the likes of Facebook insights you’ll get a knowledge of your ‘potential markets’ i.e. if you have quite a number of likes that are not necessarily the same demographic as your main client categories then there’s potential to get more of those new clients in.

      Completely agree on looking inwards – even if a slow economy is affecting your salon it’s beyond your control. Focus on what’s controlable and adapt.

      We should get you to write a post sometime Padraig if you’re interest?

      Connor Keppel – Marketing Manager

      • Hi Connor, how did I find it pinged up in a Google alert I setup searching for keywords around our industry.

        I agree with gaining thinking process to further markets but ambiguous advise can be a little off target (actually writing a blog post this minute addressing this, will ping you in on G+ what’s your page I have the Phorest one)

        The male market is growing this is more than true, but it still represents a fragment of the market as a whole. Once we made two solid rules no men, no kids we were able to target our market far more effectively. This is not to say everyone should be doing this as that would be silly advice but a small change to cosmetic and marketing message to attract fewer than 5% could really alienate the other 95%

        What could be better is too although talk the benefits of widening your net, also look at the negative effects.

        What is a smart move is the very male targeted salons popping up….. Let’s leave this here or will eat into my blog content. I will go far more in-depth and post her up shortly.