When my husband and I opened our first salon in 1994, approximately 15 percent of all clients were men. That has changed drastically—today, men comprise 50 percent of clients at my salon! Due to the growth of our male customer base and the fact that skincare is a big money-maker for us, we’ve had to become increasingly savvy at marketing skincare products to guys. Here’s what we’ve learned:
The first thing we did was change our mind set about men and skincare. Skin is skin. If someone has skin and/or hair, they are a potential buyer of skincare products, regardless of gender. Of course, a man’s skin is slightly thicker than a woman’s, and men have a few different skincare needs, such as facial-hair removal, but male skin still needs the basics: to be cleansed, toned and moisturized daily. Plus, it is critical for every client to follow a good skincare regime to maximize his or her tanning results and have a great complexion.
That said, most men don’t think about skincare the same way women do. The average guy considers the water splashed on his face during a shower and while shaving to be the beginning and end of a proper skincare routine. I’m married to a guy who, before I was in the picture, never thought about using a moisturizer. Now, he uses one daily. Sometimes, he’s even better about his skincare routine than I am—which just goes to show that, once a man is educated about skincare, he can and will make it a part of his daily routine. So, if your salon offers skincare products and services, be sure that you are offering products for men and that you are telling your male client base about them. Guys will look at you as the expert and will purchase what you recommend.
Second, we make sure our male clients use a quality indoor-tanning lotion. This is a great way to ease into a skincare conversation with a guy. We help our customers understand that, by using a great tanning lotion, they are taking care of their skin, which will enhance their tanning results.
Third, we ask. You can’t sell anything if you don’t ask people to buy it. The great thing is that men today are much more involved in health and wellness than they were in years past, and they are not afraid of skincare anymore. In fact, according to Inside Cosmeceuticals, men only spend four minutes less per day on grooming than women do, and statistics show that men’s skincare products are a billion-dollar industry. There is no good reason why a tanning salon, which specializes in skin, shouldn’t have a piece of that revenue. Most guys won’t ask about skincare, which means the ball is in your court. At our salon, we focus on asking open-ended questions to begin a conversation about skincare. For example:
Me: Hi, Mark. How is your tanning lotion working out for you?
Mark: Great, thanks.
Me: May I ask you what you use in the shower as a cleanser?
Mark: Bar soap.
Me: If I give you a sample of something to try that will be a lot healthier for your skin, will keep it from getting dry and will actually help you tan better, would you try it next time you shower?
Mark: Sure.
Men are typically very open to trying samples that are recommended to them, especially if they are given a good explanation regarding why a particular product will work better than what they are currently using. And, once they use the product and see the results, they are open to purchasing it, as well.
So, what types of products for men should you carry? Well, even a simple selection is enough to get you started. As I mentioned before, a good cleanser, toner and moisturizer are key. In addition, you should offer a good shaving product and an alternative cleanser with a scrub, which is good to use prior to shaving. Once you gain a few male skincare customers, I would also recommend bringing in a few body products. We sell a line of products that includes body cleanser, body moisturizer, shampoo and conditioner. Those are all products that men use on a regular basis.
Ultimately, just the fact that you talk to your male clients about skincare will put you way ahead of your competition—most salon staff won’t even try because they assume that men don’t or won’t use skincare products. But they do—and they will—if you offer it to them and educate them about it. As an added bonus, men tend to become very loyal customers when they find a product they like—so, get them in the habit of buying their products from you. Just last week, one of my past customers drove 30 miles to my salon to stock up on his skincare products. He moved and stopped tanning with me, but he still comes in to get the skincare products he likes. That’s a $72 sale that I wouldn’t have had if I didn’t offer skincare for men.
Kathe Ray is a salon owner and independent consultant/regional vice president for Arbonne International LLC, a Swiss-formulated, U.S.-manufactured skincare line with a company mission to offer a product that is pure, beneficial and safe. Ray is also a moderator on TanToday.com. To learn more about Arbonne skincare or about how you can partner with her by offering Arbonne, call 734.464.1401, e-mail arbonnekathe@msn.com or visit www.infiniteabundance.us/salonowners.html.
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