BeautyLink - Volume 6, Issue 1 - (Page 12)
BY BEAUTYLINK STAFF
"Men do not
want to ask for
assistance, so we
take away that
provide them with
though they may
not ask for it."
Cultivating a Mantality in Your Clinic
knows that men and
women buy differently. The same differences that
affect purchasing decisions in the car showroom,
department store and supermarket beer aisle also
apply in the salon.
Given that half of the world's population is male
and that the market for male grooming products
continues to grow, it makes sense for beauty and
wellness professionals to understand the buying
behavior of men.
American Crew, which bills itself as the "official
supplier to men," is deeply aware of how men make
buying decisions related to grooming. Tonya Hanna
EVERY SUCCESSFUL RETAILER
| B E A U T Y L I NK | PRE P-A-RA-T ION | 2014
is American Crew's National Education Manager of
Partner School Programs.
According to Hanna, there is some validity in the
old stereotype that men don't like to ask for directions. This reluctance to ask for help doesn't just
apply to navigation. Many men have a natural reluctance to ask for information about caring for their
hair, what styling product to use or how to maintain
their look. But according to Hanna, men's silence on
the subject of hair or skin care does not mean they
don't want detailed information.
Regardless of education level, age or economic
status, men crave data and want plenty of research
to support their buying decision. Unlike women who
may purchase a product based on impulse, men want
access to data and product ratings before making
a purchase. "Men's desire for information puts the
hairstylist in a leading consultant role and naturally
sets the stylist up as a trusted expert," said Hanna.
American Crew embraces the male model of buying throughout its processes. From product merchandising to salon floor set-up, the company and its
employees speak to the male psyche. For example, all
stylists are trained to teach male customers how to
use a product, even when the customer doesn't ask
for directions. "Men do not want to ask for assistance,
so we take away that discomfort and provide them
with information even though they may not ask for
it," said Hanna.
Marketers have long understood that it's important for retailers to understand their target market's interests. However, the chances are good that a
20-something female hairstylist and a 40-something
male client will have very different interests. How
can the young hairstylist better relate to her male
client? Hanna says that one of the most effective ways
to see the world through a man's eyes is to look at
media directed toward a male audience.
"Many young women have never read an issue of
Car and Driver, and it's amazing how differently
male-oriented publications present information compared to women's media," said Hanna. American
Crew routinely assigns its stylists and school partners with reading assignments that focus on topics of
interest to men. Whether the topic is sports, grilling
or new car models, stylists will be more comfortable
striking up a conversation with male clients when
they can discuss topics of interest to their clients.
Male-focused content permeates the American
Crew brand. For example, the corporate website
provides information on grilling tips and cars alongside information on seasonal hair trends and how to
apply various styling products.
Table of Contents for the Digital Edition of BeautyLink - Volume 6, Issue 1
Message from the AACS President and CEA Chair
An Audit-Ready Mentality
Launching a Career in Beauty
Your Fire: Your Purpose
Beauty Changes Lives
Good for Them and Good for Your School
Stopping the Taboo Mentality
Skin Care Council
Planning Your Financial Future in 2014
A Student’s Perspective
What They Want
2013 AACS Annual Convention In Review
People & Places
Associate Member Profiles: Accountants
Upcoming 2014 Events
New School Members
Index to Advertisers
BeautyLink - Volume 6, Issue 1
If you would like to try to load the digital publication without using Flash Player detection, please click here.