The skincare market is increasingly moving away from the idea of gendered treatments, allowing men to feel more comfortable in salon spaces. The idea that only women are interested in skincare is outdated, and you could be missing out on a major portion of the market. This is particularly true as Father’s Day approaches.
Sunday 15th June is the day to celebrate dads this year, which means now is the perfect time to master your marketing techniques for men. Your Father’s Day marketing efforts can be divided into partners buying gifts on behalf of children, and dads picking out their own Father's Day gifts. The male skincare audience is increasingly important as brands experience a boom in male skincare consumers.
Recently, skincare brands are reporting much greater interest in male skincare products and services than previously. This boom is due to changes in society over the last several years.
The pandemic and subsequent lockdowns were contributing factors to this change. During the turbulent time for public health, there was more focus on self-care than pre-pandemic. More and more men realised the importance of skincare during that period and understood how it contributed to their overall health. They also had much greater free time to invest in skincare. Now, they continue looking after their skin and their health.
There has also been a significant increase in social media usage as people stay connected. The effortless ability to engage with others online has affected modern men. They are aware of the ease of sharing their appearance with the world, so they invest more time and energy in looking good. While they share their image, they also have access to many others, leading to the “Love Island effect”. More men prioritise their appearance than ever due to the increased visibility of highly groomed influencers and the desire to be like them. Therefore, men are much more open to professional treatments and skincare products.
Hydro is a non-invasive facial treatment designed to cleanse, exfoliate, hydrate and revitalise the skin in one treatment. It is ideal for tackling the unique challenges of male skin.
During a SkinBase Hydro treatment, the skin is deeply cleansed and exfoliated using a vacuum-assisted peel with natural AHAs and BHAs. This instantly removes dead skin cells and prepares the skin for a personalised serum infusion, with powerful active ingredients targeted to specific concerns.
The multi-step Hydro treatment can combat a range of skin problems that male clients may face. The peel and customised serum can target, breakouts, oily skin, pigmentation, fine lines and dullness. The clarifying serum targets acne and excess oil, ideal for men’s typically oilier, thicker skin. The renewing serum smooths rough texture and wrinkles with a boost of collagen and hydration. The brightening serum fades pigmentation and evens out skin tone.
Men often have specific skincare concerns caused by higher levels of testosterone within the body. The presence of androgens typically results in:
As people are spending more time on social media, social media marketing is a great way to promote your Father's Day gifts and potential treatments. Go dad focused for June, and share male skincare tips, including grooming, anti-ageing and skin rejuvenation.
To boost your reach and get in front of more potential clients, you could also run a Father's Day competition or giveaway on social media. This could be done alone, or as a partnership with another local business. Perhaps, one that has a greater male audience for you to tap into. You could ask people to nominate their dads, or a father-figure who deserves to win. The prize could focus on retail products, treatment vouchers, or a combination of both!
Microdermabrasion is a fantastic, versatile treatment ideal for combatting the problems that men face with their skin. Remember to emphasise:
Make men aware that during a microdermabrasion treatment, aluminium oxide crystals are blasted onto the skin and vacuumed away. The intense exfoliation will instantly refresh and rejuvenate the skin in as little as 30 minutes.
The combination of the exfoliation and suction during the treatment will solve a range of problems for male skin. Firstly, the treatment encourages skin cell renewal and improves the lymphatic drainage process, the combination of which reduces the production of sebum. As men often have greater levels of sebum, this will reduce the risk of acne breakouts.The suction also stimulates collagen and elastin production within the skin. Increased collagen within the skin can help plump and smooth any deep wrinkles, and help to heal any acne scarring present on the skin.The process also removes any dead skin cells, dirt and debris off the surface of the skin. It can be particularly beneficial when used to dislodge any debris and bacteria trapped by the beard, allowing a closer shave post-treatment. Good shaving preparation reduces the risk of razor burns and ingrown hairs.Microdermabrasion is great for use on problem areas such as the chest and the back, not just the face.
It is important to understand that male consumers do not respond well to skincare as a long term commitment, unlike women. When marketing products or services, be sure to highlight the immediate effects and short term tangible benefits. Men have a different mentality toward skincare, and they do not care how the product will make them feel. They want to know the purpose, utility, and value, and they want this information directly. Aim to address specific concerns in a straightforward way. Men respond better to clear messaging, so make the decision making process as easy as possible, and don’t forget to offer proof.
The best way to ease the purchasing process for men is by proving they will benefit immediately from your offerings. For SkinBase treatments, use the before and afters from the Transformation of the Year competition! Clear results will encourage purchasing.
This year, we’re looking at other ways to build on and expand the competition to include and showcase you! Show off your skills, inspire others, and grab the spotlight. Our Theme Submission calendar over on the Knowledge Base has everything you need to know.
November is Men’s Health Awareness Month, and we would love to spotlight any fabulous male client results you have! Get them entered now, and we will be in touch.
IPL is a comfortable, effective treatment ideal for treating a range of skin concerns. Use the questions below to capture the attention of the male skincare consumer.
During a SkinBase IPL treatment, a handset targets wavelengths of pulsed light onto the skin to treat a specific concern. The light reaches the second layer of skin without harming the top layer, so it is a quicker, more comfortable treatment with no downtime required.
The light-based therapy is highly beneficial in treating male skincare concerns. IPL advanced treatments are an excellent option for the face and the body. Acne and inflammation can be targeted and healed with a series of yellow, green and red light pulses. The treatment works in a number of ways for male skin. The red lights target the sebaceous glands to minimise oil production in the future, while the yellow and green lights heal symptoms, destroy bacteria and boost collagen within the skin. As shown below, IPL achieves incredibles results for those suffering with breakouts. You can also solve concerns of pigmentation, scarring, and fine lines and wrinkles with IPL advanced. Beard shaping is the extent of IPL facial treatment we recommend for men, and it is a great option for unruly facial hair. However, we recommend any other IPL Hair Reduction takes place on the body for men, as the treatment is permanent. If you treat your full face and one day want to grow a beard, you won’t be able to. Hair reduction treatments on the back, as shown below, are a great way to remove unwanted hair while minimising the risk of ingrown hair caused by shaving.
You can also make clients aware that an inconsistent skincare routine and inadequate sun protection will not only limit the results they can achieve during treatment, but also aggravate skin concerns such as wrinkles and pigmentation. Retailing the SkinBase Essentials range is a great way to satisfy your clients skincare needs, and ensure they are fully committed to achieving their healthiest skin. You could incorporate the cost of products into courses, and give clients freebies when they book sessions in bulk.
You can call the office on 01782 770810 to order products.
For the last minute shoppers out there, or men who want the full package when booking courses, don't forget to have retail products ready to go as Father's Day approaches. Ensure you make it clear what problems the product solves, e.g. the SkinBase Daily Repair & Protect cream is an easy way for Dads to keep skin hydrated and protected everyday. By offering relevant information, impulse purchases are more likely.
Collagen Lift is a relaxing, effective treatment and an excellent alternative to invasive, injectable treatments. Treat deep wrinkles, signs of ageing, and boost collagen.
During a Collagen Lift treatment, a ceramic handset delivers powerful waves of radio-frequency energy deep into the skin, to combat a multitude of skin concerns.
As discussed, male skin is prone to deep wrinkles, so men are an ideal candidate for the SkinBase Collagen Lift treatment. As the handset is worked around the skin, a wound healing response is triggered. This response floods the treatment area with new collagen, to plump and smooth the skin. The new collagen will fill in deep wrinkles, minimising their appearance for a youthful glow. The boost of collagen, elastin and hyaluronic acid will also help to smooth out rough, uneven texture that men often suffer with.
To minimise the amount of treatments needed to target concerns and achieve results, the Collagen Lift Ultimate combines Microdermabrasion and Collagen Lift into one convenient session. Resurface and rejuvenate the skin all at once.
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