Target Men Properly This Father’s Day

Father’s Day falls on Sunday 21st June 2026, making now the perfect time to refresh your marketing and make sure dads feel included in your treatment offerings.

Your Father’s Day marketing can speak to two key audiences:

• partners and children looking for thoughtful gifts.
• men who are ready to invest in their own skin confidence.

The Rise of Men’s Skincare

Men are becoming more confident about looking after their skin, and professional treatments are no longer seen as something reserved for women. The modern skincare client wants visible results, expert advice and a routine that works for their lifestyle. For salons, this creates a brilliant opportunity. Men may not always know where to start, so clear, friendly messaging can make all the difference. Focus on common concerns such as dull skin, congestion, fine lines, shaving irritation and uneven texture, and explain how professional treatments can help.

  

Self-Care Is Here To Stay

Over the last few years, self-care has become a much bigger priority. More men now understand that looking after their skin is part of looking after themselves, and they are more open to investing in treatments that help them feel good.

• You can frame skincare around confidence and results, as this language often feels approachable for men who may be new to salon treatments.

Social Media Influence

Social media continues to shape the way people think about appearance, confidence and grooming. Platforms such as TikTok and Instagram have made skincare advice more accessible, and men are seeing more content around treatments, routines and skin transformations than ever before.

The “Love Island effect” and the visibility of well-groomed male influencers have also helped normalise skincare for men. They are more aware of their appearance, more informed about treatment options and more willing to seek professional help to achieve their goals.

That means your salon marketing should make men feel welcome. Share male client results where possible, talk about concerns rather than gender, and make your Father’s Day messaging clear and confidence-led. A well-timed campaign could introduce a whole new audience to your salon.

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:

• Thick, rough, oily skin, with large pores.
• Deep wrinkles.
• Acne & congestion.
• Pigmentation & uneven skin.
• Ingrown hairs.

  

Father’s Day Marketing

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.

Social Media Giveaway

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!

Targeting

It is important to understand that most 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 often 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, to make the decision making process as easy as possible, and don’t forget to offer proof.

Offering 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.

Male Skincare

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.

Gift Bundles

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.

  

SkinBase Hydro for Men

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.

(1) What does Hydro do for the 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.

(2) What problems is Hydro going to solve?

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.
  

SkinBase 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.

• 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 clogged pores and blemishes.
• 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 with a series of yellow, green and red light pulses. 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.
• You can also solve concerns of pigmentation, scarring, and fine lines and wrinkles with IPL advanced.
• Beard shaping is the extent of IPL hair facial treatment we recommend for men, and it is a great option for unruly facial hair.
• We recommend any other IPL Hair Reduction takes place on the body for men. Hair reduction treatments on the back, for example, 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.

Useful Resources

• Salon Spotlight: Treating Male Clients with SkinBase & Rebecca Willshee
• International Men's Day Blog
• IPL for Men: Beard Shaping
• How To Market Skin Treatments to Men
• The Best SkinBase Treatments for Men
• Is Men's Skin Different to Women's Skin?

Remember, you can copy and paste any wording from any of these resources to use in your own posts!