BLOG: capitalising on the male market, by Nilam Holmes-Patel
High Definition CEO and Founder Nilam Holmes-Patel reveals how to capitalise on the booming men’s market in your beauty salon
It’s no secret that the beauty industry is one dominated by female clients, with many salons catering solely to women or aiming the majority of treatments and services at a female audience. However, the male style and grooming market is growing rapidly, and is one it would be a huge mistake to miss out on. Across the many High Definition certified salons, we’ve seen a massive rise in interest when it comes to male grooming, particularly in recent years, meaning that there is plenty of opportunity to boost your beauty business with the addition of male treatments and services.
There no longer seems be a ‘one size fits all’ approach to male grooming and we’re seeing more and more men looking to invest in beauty products and services. As a result, a higher percentage are taking an interest in their grooming routine, and you’re likely to see just as many male customers browsing the stands of high-end skincare and maintenance products as females.
After noticing the amount of interest we were receiving from the guys, and to cater to this growing trend, we launched an express High Definition Brows treatment in 2014. This service still offers the precision and quality of our signature treatment, but is ideal for men who don’t want to spend a lot of time in the salon, yet still want to maintain a groomed look or are after a quick tidy-up. These ‘express’ style treatments are great for attracting male clients, whether it’s a quick file and cuticle trim for their fingernails or a range of male-specific waxing services.
If you decide to offer male-targeted services in your salon, you’ll need to consider your offerings beyond the treatments themselves. Many salons provide a discreet area for men, who like to be much more private when it comes to grooming. Even if your salon is mainly open plan, creating a separate private area will ensure that they will feel relaxed and comfortable. First impressions count, so work on creating a more unisex salon aesthetic; change up the design of your reception area with a more neutral colour palette if necessary and stock a range of men’s magazines. Essentially, look at every area of your business and customer service and think about the ways that you can tailor it to the male customer, without alienating your existing female client base.
To encourage more men through the door, incentivise your female customers to bring in their partners, male relatives or friends by offering two-for-one services, bonus loyalty points, money-off vouchers or free products with purchase. Talk about role models, such as David Beckham, and consider offering bespoke services and product bundles, such as a complete male nailcare package or grooming range. Think about holding a gents’ only evening, where you can showcase what you offer and encourage them to try new treatments and products. A male audience can be very open to recommendations and advice around their grooming routine and once you’ve enticed them in, men can become valued and loyal clients – often for life.
All in all, offering grooming, maintenance and brow services to your male clientele is another great way to increase your sales. You’d be surprised how many men are hooked after they give it a go.
