You’ve got them in your chair for a haircut, but what about taking it to the next level with your male clients for an esthetic service, too?
Some guys are still slow to take the plunge into the world of facials, waxing and manicures. We chatted with Kristjan Hayden, creative director for Aveda Canada, and Anka Miron, owner of Mankind Grooming Studio for Men in Toronto, to get some tips and tricks on how to market esthetic services to your male clients.
Start the conversation
Whether you have a designated esthetics menu or not, educating your male clients on the benefits of skincare and general grooming is important to get them to move away from the stigma that esthetics is a women’s-only area. “One of the things that has prevented men from taking advantage of those services is a lack of awareness,” explains Hayden. “Explain what the treatment is, what they can expect from it and what the takeaway benefit is.” From there, it will be on their mind. Even if they are just in for a haircut, Miron believes that you can get them thinking about esthetics: “We’re educating them for 10 minutes [on esthetic services] before they even get their hair cut.”
Add more to the service
Value-added services are small perks that you can offer your client, without compromising too much of your time or adding to their bill. At Mankind Grooming Studio for Men, Miron incorporates a paraffin wax and hot towel treatment at the beginning of each haircut appointment, which Hayden also says is a great way to get guys thinking about extra esthetic services. “We put a little Aveda cleanser and a hot towel over their face while we shampoo and condition their hair. When we take off the towel, it wipes off the cleanser. Then we add a bit of moisturizer and explain which products we used.” In addition to skincare, Hayden recommends grooming add-ons like eyebrow trimming, and Miron suggests straight-razor shaves.
When it comes to getting your male clients to branch out into the world of esthetics, whether it’s facials, waxing or pedicures, the most important thing is gaining their trust. Both Hayden and Miron agree that trust is the turning point where the client will try something new if they’ve been on the fence, even when it comes to take-home skincare products. “When I start introducing Aveda skincare products to [male clients] I start with one product to see how they like it and then you can build trust with them,” explains Hayden. “When they come back, I start introducing other things, but it comes down to trust and education.” For Miron, creating a guys-only space was the key to cultivating these relationships with her clients: “They’re more open and comfortable, they feel in their element and they’re not shy to share their experience.”
Spread the Word
Make sure you hit all the main social media channels to get your name out there so that guys know there are services available for them, too.
What’s in a Name?
Create a service menu that speaks to men. When it comes to facials and waxing, consider naming particular services that will really reach guys, such as the “Foot Detailing” pedicure at Mankind Grooming Studio for Men. To begin with, keep the service simple, but let your male clients know that they can add on services as they become more comfortable.
The Gift that Keeps on Giving
For salons and spas that offer services to both men and women, bring in more male clients (and keep them coming back) by creating gift packages that some of your female clients can give their men or that your existing male clients can add to their haircuts for a reduced price. Some guys may be too shy to come in on their own, but not many people will turn down a gifted facial.