Are Men The Answer To Falling Salon Profits?

There is a significant opportunity for salon owners who offer traditional salon services and are experiencing flat or falling revenue to tap into the fast-growing market of aesthetic treatments for men. Smart salon owners already know that this presents a strategic avenue for their business expansion and generate more profitable revenue.

Market Dynamics: The male skincare and aesthetics market is projected to double by 2033, with growth rates outpacing the female segment by 50%. With the overall market for non-surgical aesthetic procedures set to be in the region of 37bn by 2033, capturing the male component of this opportunity is a strategy few can ignore.? This surge is driven by evolving social norms that have de-stigmatised skin and body treatments for men and has been accelerated by the increased marketing spending of the big skin care companies and influencers on social media. There is an ageing and affluent generation of men who are focused on grooming and self-care. ??

Revenue Potential: By capitalising on this growing demand, salons can unlock a new, largely untapped market. Men including young adults, are increasingly seeking treatments such as laser hair removal using laser machines and hair regeneration with the new and emerging exosome technology as well as more general skin care advice for the appropriate skincare regimens including acne issues and thread veins

Accessing this market: Unlike injectables, providing skincare and laser hair removal services to this market requires minimal formal training and no specific qualifications—just the right technology. Advanced aesthetic devices and skincare solutions are designed to be user-friendly and highly effective, allowing salon owners to quickly integrate these treatments into their service offerings. By investing in cutting-edge equipment and leveraging comprehensive training provided by manufacturers, salons can easily transition into this lucrative market and meet the growing demand with confidence.

Enjoy less competition: The skincare and non-surgical aesthetic industry generally targets women, accounting for 92% of all treatments.? This focus on the female market ultimately leads to numerous salons and clinics offering similar treatments to the same target audience and ultimately drives competition on price and generates a discounting culture. ? However, while the male aesthetic market is still emerging and only represents a small portion of the market it represents a significant opportunity for salons and clinics to tap into with little or no competition.

Marketing to men: Men are difficult to target and attract to your salon or clinic. Gender stereotyping means that men tend to view beauty and skincare treatments as unmasculine and fear ridicule from peers making them hesitant to visit salons or clinics for aesthetic services.? In addition, traditional marketing channels tend to highlight the benefits of skincare technologies and products to a female market so it reaches only a small percentage of men.? Growing the men's market for aesthetic skincare will require educating this segment of society on the benefits and ultimately will need a radical change in norms. However, the big cosmetic and aesthetic corporates have their sights well and truly set on men and the potential of this market and will invest the necessary money to develop demand.?

As a clinic or salon owner, you can ultimately benefit from this investment but you are going to need to plan strategically. As an individual business owner, you are not going to move the dial all by yourself. Even so, there are still plenty of opportunities to tap into the male market.?

Top Skincare & Aesthetic Treatments For Men

Pedicures & manicures -Now seen by some sections of the male community as essential elements to grooming, appearance and well-being.

Facials & Massages - Skin care and skin hydration is moving up the list of priorities for an emerging section of men interested in combatting issues like acne, skin blemishes, and signs of ageing.

Dermal Therapies - More specialised treatments like chemical peels, and advanced facials for men needling to improve the health and the appearance of their skin.

Laser hair removal - More and more men are seeking laser hair removal to sharpen beard lines enhance cheek definition and reduce hair volume on the chest and back.

Botox and Dermal Fillers- Gaining popularity among men for wrinkle reduction and facial contouring. This can only be administered by a qualified individual, however many salons have partnered with local nurses and doctors to perform these services at scheduled times throughout the week.?

Thermavein - for the treatment of thread veins (spider veins) and for alleviating? vascular blemishes

Skin Tag Removal - while not medically necessary they are unsightly and can lead to loss of confidence.?

In Conclusion

We don't have to rely on big corporates to educate the men of the world. One easy and low-cost way to reach this audience is to market to their wives and girlfriends.? According to a survey conducted by Clarins, 50% of 1000 men admitted to regularly using their partner's skincare products. ? A good place to start is with a very targeted approach aligning specific treatments to issues common in men like acne management and scare reduction, or ageing and line reduction and visually connect these treatments to men in your salon. These will be seen by your existing female clientele. One way to entice male clients is to encourage their female partners to buy your gift vouchers. This effectively takes the decision away from the man and recruits their partner as your agent.? The real challenge is to get men to visit your salon or clinic once they are there and see the benefits for themselves, “They will be back!”