August is National Wellness Month, and Men’s Grooming Day falls on August 16th, so it is the perfect time for some male-focused marketing! A day dedicated to male grooming encourages men to take pride in their appearance, whilst destigmatising male self care. More men than ever are investing in skincare right now, and the range of SkinBase treatments and skincare products are ideal for everyone. If you are only catering to your skincare to women - you are missing out! In the attachments are lots of Male before and after images you can use in your own marketing.
Understanding Skincare Clients
As social media allows for greater connectivity within society and reality shows remain incredibly popular, highly-groomed male influencers are increasingly visible. The perception of male self care has changed as a result. With the rise of photo and video sharing sites such as Instagram and TikTok, it is also incredibly easy to share your own appearance with the world. Therefore, men are investing more time into prioritising their appearance, and getting more involved in skincare. From specific products to professional treatments, there is something for everyone. While it makes sense to put the spotlight on men for male-focused events such as Father’s Day, Men’s Health Week or Men’s Grooming Day, your year round marketing can be shifted to an inclusive, gender neutral perspective, as this is where the market is headed. Focus on skincare concerns, how they can be addressed, and the solutions you offer.
While some people prefer to understand how a treatment will make them feel, and know how they can benefit in the long term, others live and shop in the now. Often, men fall into this short-term category, so keep this in mind when marketing for Men’s Grooming Day. It is key to emphasis the purpose, utility and value of a product or treatment. So, ask yourself: what does the product or treatment do for the skin? What problem is it going to solve? Why is it beneficial or useful in the short term? The answers to these questions will help guide your marketing. Clients who wish to receive clear, straightforward information about a product or treatment often also appreciate when it is backed up with proof. The use of before and after images from the SkinBase Transformation of the Year competition is a fantastic way to offer evidence of the benefits of treatments.
Skin Problems & Concerns
Men often have specific skincare concerns caused by higher levels of testosterone within the body. The presence of androgens typically results in thicker, rougher, oily skin, with larger pores. Those with thicker skin commonly avoid having fine lines on their skin, but suffer with deeper wrinkles. Oil production is influenced by levels of testosterone, so while men have a better natural hydration, they also have a greater risk of acne. The risk of breakouts and other inflammatory conditions is also increased as males have a slightly different pH level to women. Along with thicker skin, men also have fast growing, thicker hair - which potentially increases the risk of pigmentation, ingrown hairs, razor burn and uneven skin.
Microdermabrasion for Men
Microdermabrasion is a fantastic, versatile treatment ideal for combatting the problems that men face with their skin. Remember to emphasise:
(1) What does Microdermabrasion do for the skin?
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.
(2) What problems is Microdermabrasion going to solve?
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.
IPL for Men
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.
(1) What does IPL do for the skin?
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.
(2) What problems is IPL going to solve?
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.
Collagen Lift for Men
Collagen Lift is a relaxing, effective treatment and an excellent alternative to invasive, injectable treatments. Treat deep wrinkles, signs of ageing, and boost collagen.
(1) What does Collagen Lift do for the skin?
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.
(2) What problems is Collagen Lift going to solve?
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.
Male Skincare
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.