We're always looking for ways to improve the profitability of our beauty businesses. One effective strategy is expanding our service menu. Have you ever considered including male clients?
Although beauty salons have traditionally focused on women, more and more men are interested in personal grooming. If you create a service menu aimed at them, you'll be reaching a wider audience, which will have a very positive impact on your business's profitability.
The good news is that you don't need to add new services, just adapt the ones you already offer. In this article, we'll tell you how to do it and how to implement an effective marketing strategy.
1. Services for men: expanding your offering
While we could offer more specific alternatives for each service, in this article we focus on the options we consider most requested and that appeal to the majority of male clients. This doesn't mean we're leaving other preferences aside, but rather highlighting the treatments that tend to be most popular among them.
Here are some of the most common services you can offer male clients. Let's see how to adapt them:
Manicures for men
Men are increasingly aware that hand care is essential to their personal image, so it's a service they often request. The key, as we mentioned in the introduction, is to adapt it for them.
A men's manicure should focus, on the one hand, on leaving nails very clean, free of hangnails and loose skin. On the other hand, they tend to prefer short nails, filed straight across, respecting the natural shape. As for the finish, we recommend ending with a natural or glossy polish. For those who don't want visible polish, the best option is to buff the nails for a shiny, clean finish.
Pedicures for men
Besides its aesthetic aspect, a pedicure is an essential service for foot health. Keeping feet in good condition not only improves their appearance, but also prevents problems like calluses, fungus and general discomfort. By offering a proper pedicure service, we not only care for our clients' image, but also contribute to their wellbeing.
In men's pedicure services, we need to make sure to include deep cleansing, callus removal and proper hydration to ensure each treatment benefits their foot health.
It's also very important to leave nails short and properly filed to prevent ingrown nails. Polish isn't usually applied, but we can opt to buff the nail.
Eyebrow design and shaping for men
When it comes to eyebrow design, as professionals we need to keep in mind that, although the main goal is to enhance the features, men are looking for something very natural — it shouldn't be noticeable that anything's been done to their eyebrows, but they should look better. It's a much subtler change than we'd make to a woman's eyebrows.
For this, gentle hair removal is essential, simply tidying up the eyebrow without changing its shape or thickness. We recommend threading, for its many advantages and because it's one of the most profitable services in any beauty salon.
Keep in mind that you'll most likely need to trim any longer eyebrow hairs and add a touch of colour with tint if there are grey hairs (always asking the client first), keeping a natural, masculine look. Never go for overly defined or thin eyebrows.
Lash lifts for men
This isn't a treatment men usually ask for, but once they discover how it looks, they tend to fall in love with the result. A lash lift, using the right shield, subtly opens up a man's eyes.
In this case, the treatment process is the same as you'd do for a woman, we just keep two things in mind:
- The curl of the shield, to avoid over-curling and simply lift the lashes. For example, if you use Permania's lash lift, one of the best-selling brands on our website, we'd recommend using the U curl to achieve that more natural effect, without exaggerating the curve.
- Lash tint. We don't assume it's wanted — we recommend asking the client whether or not they want their lashes tinted, as it's not always necessary.
Cleansing and hydrating facials for men
Cleansing facial treatments are indeed more common among male clients who want their skin to look healthy and good. We should also consider that men, in general, tend to have oilier skin, so a deep cleansing facial is ideal for them, and it can also become a recurring service that helps them keep their skin clean and free of impurities.
This treatment should focus on removing oil, blackheads and impurities, using mattifying products to control shine. To finish, it's essential to hydrate the skin for a clean, healthy finish.
2. How to promote your new services for men
When promoting these new services, it's essential not to think of them simply as adaptations, but as a new line within your service menu. This will let you attract and connect with male clients who value personal grooming.
Make sure to direct all your marketing efforts towards this group, from posters in the salon to social media posts. It's essential to define who your new target audience is, which will let you focus your efforts more effectively and achieve a greater impact with your campaigns. By creating clear, appealing communication, your potential clients will feel motivated to explore and try these services designed especially for them.
Here are a few ideas for implementing a marketing strategy focused on your new offering for men:
- Add a section to your website specifying the services aimed at men. Make sure the description is clear and highlights the benefits.
- In-store signage: Put up an eye-catching poster at reception or in visible areas, highlighting that you now also offer services for men and what those services are.
- Specific flyers: Hand out flyers or place them in strategic locations where men might see them, such as nearby barbershops or gyms.
- Social media: Create specific content on your social profiles, highlighting these services and how they can benefit male clients. Showing real before-and-after results will help encourage bookings.
3. Final recommendations
It's essential that services are adapted to the needs and preferences of male clients in every sense. This includes not just techniques and products, but also the atmosphere and communication during the treatment. By creating a space that respects their comfort and style, men will feel more relaxed and willing to enjoy the service. Personalised attention will let them experience personal grooming in a more authentic, rewarding way.
Adding services for men is a great opportunity to attract a new audience and increase your beauty salon's profitability. With small adaptations, you can offer treatments like manicures, pedicures, lash lifts, eyebrow design and facials, which are also in high demand among men.
Plus, with a good marketing strategy, you can position yourself as an inclusive beauty salon that cares about everyone's image and wellbeing.
Feel free to share and comment if you found this content interesting. If you'd like personalised advice, don't hesitate to contact us:
- Via the website chat: https://seenaowell.com/en/
- By phone or WhatsApp: (+34) 91 421 30 59
- By email: info@seenaowell.com
