Whether it’s for a simple manicure or a relaxing pedi, more and more men are realizing the benefits of nail services. We spoke to some experts for tips on man-friendly nail services and ways to increase your male clientele.
“Nail services are on the rise for men, especially as we see more male-specific salons popping up,” says Jennifer Mather, business development manager for CND. “Men are really paying more attention to themselves now.”
For this reason, it’s important to keep your nail services tailored to men’s needs. Here are some tips to help boost your men’s nail services business.
MANicure Tip #1: Keep It Simple
When it comes to nail services for men, nail technicians shouldn’t overthink it.
“There’s a bit of a difference in shaping the nails,” says Mather.
As for products, “I would recommend keeping the scent unisex or mildly scented.” Mather recommends CND Spa Bright Citron Scrub, which contains an exfoliating blend of sea salt, kaffir lime and honey. “Citrus is a universal scent that makes everybody feel invigorated and energized,” she says.
For a more intensive moisturizing treatment, Mather suggests CND Spa Cucumber Heel Therapy. “It’s specifically made for helping dry heels, but it can also be used on elbows and hands. It is conditioning and moisturizing and keeps the skin in great shape,” she says. “Cucumber is a fragrance that’s as unisex as it gets.”
While many men may opt for the no-polish option, Brennae Smith, an OPI educator from Lethbridge, Alta., says nail consultations are the best way to find out more about their preferences. “Find out how to tailor the service to that particular person during the consultation,” says Smith. “For example, if he wants a very clean, manicured look, you could use OPI’s Matte Top Coat, which gives nail protection if they are in an industry that may cause staining, such as hairstyling.”
For clients who may be more interested in preserving the health of their nails rather than asthetics, Smith recommends OPI’s Nail Envy Matte Nail Strengthener, which helps protect weak, damaged nails. “It goes on matte and offers nail-hardening benefits.”
MANicure Tip #2: Create a Guy-Friendly Space
Regardless of whether your salon is ultra-feminine or gender neutral, it’s important to create an inviting space. “It starts from when he walks into the salon, and it really depends on the client” says Smith. For example, having a TV with a sports game on may help him feel more at ease.
“Keeping the conversation very neutral is important, especially if it’s a new customer,” adds Mather. “Men often prefer to be handed an iPad or a men’s magazine.”
Another way of welcoming men into the salon is with the service menu. “Offer a MAN-icure listed on the menu to make it different, or include sports pedicures or workday pedicures,” says Mather. “Many salon and spa services are geared toward pampering, but for men it’s often about functionality.”
MANicure Tip #3: Spread the Word on Social
Social media can be a powerful resource to help grow your clientele. “Having clients who frequent regularly and post on social media can be effective if you’re looking to build a male clientele,” says Mather, who also recommends hosting man-friendly themed events. “Host a gentlemen’s event—that way, if there are men who may be feeling a little uncomfortable, they know that there will be all guys. There are lots of options and great ideas that can be shared on social media.”
“It’s about being able to pitch a service and make it a need; why it’s important to have good-looking hands and nails, and why it’s important to keep your feet in great shape,” adds Mather. “Nail services are more accessible for men, and nothing is better than a well-groomed man.”
HOT TIP: “Having a great salon advocate or someone who frequents regularly who posts on social media can be effective if you’re looking to build a male clientele.” ~ Jennifer Mather, Business Development Manager for CND
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