Beauty Link - Volume 1, Issue 2 - (Page 33)

Q | feat ure | R Male Clientele Sara h At chle y, D irector of Edu c a t i o n , Am e r i c a n Cre w id you know that the men’s category is one of the fastest-growing categories in the salon industry? Men are taking more interest in their personal appearance and spending more money on personal grooming than ever before. Men are very loyal clients, returning to the salon for a haircut every three to seven weeks. Men made up about 11 percent of all salon customers in 2007 in the United States (according to, and according to American Salon’s The Green Book 2008, the number of men visiting salons is expected to increase by 10 percent over the next 10 years. So, how do you make the male market create a success story for your program? Your students need to understand that success with men means offering a total package that leaves him feeling and looking great. From environment to conversation to technique, every moment in the service is important. MARKETING TO Make Him Comfortable First you must make men feel comfortable in the salon environment. Men are very visual, so it is important to create a malefocused area within the salon to better attract new male clients and make sure current male clients feel comfortable during their salon experience. Stocked with male-only products, a male grooming center should be prominently displayed in the retail center. This reinforces the stylist or salon/school owner’s focus on male clients’ unique needs. Something as simple as men’s magazines in the reception area will make them feel welcomed. Neutral décor and masculine imagery is also key to achieving this effect. ACCORDING TO AMERICAN SALON’S THE GREEN BOOK 2008, THE NUMBER OF MEN VISITING SALONS IS EXPECTED TO INCREASE BY 10 PERCENT OVER THE NEXT 10 YEARS. are just a couple of examples. Have your students walk through these scenarios so they’re comfortable adding this service when they get to their first job. Use Your Resources One resource that should never be discounted is the other client population – females. Studies show that most women have at least six men in their lives. When it comes to trying a new stylist, salon or product, men rely on women to give them recommendations. Building a man’s business can be as easy as telling female clients that you specialize in cutting men’s hair. With more and more men going to salons, it is key to understand that a customized approach is absolutely necessary. Taking a proactive approach to education will set your school apart from the competition and better prepare your students for their future in salons. Sarah is the education director for American Crew located in Denver, Colo. Her background in advertising, marketing and event planning allows her to provide a unique business perspective when thinking about how to effectively support the stylist community with quality relevant education. B E A U T YL INK | TO O LS O F T H E T R A D E 2 0 0 9 | Build the Relationship Once a guy comes in the door, stylists need to take some steps to start building the relationship. The consultation is a vital step in the process. To ensure he feels comfortable, use masculine terminology. Encourage your students to think of terms men are familiar with that translate to the salon. Words like strong, matte, highgloss, finish, durable, sturdy, support and pliable will resonate with men. They don’t have bangs or tendrils and do not want to look pretty or cute. Men want to look professional, distinguished and attractive. Men look to their stylist to recommend styles and products based on their hair type and lifestyle. Offering services specifically for men can create a wonderful point of differentiation. Neck clean-ups and hot towel treatments 33

Table of Contents for the Digital Edition of Beauty Link - Volume 1, Issue 2

Beauty Link - Volume 1, Issue 2
Message from the AACS President and CEA Chair
The Workings of Washington
The Ergonomics of Cosmetology
Creating the Perfect Brow
Smart Technology
Is Your Web Site Hooking Visitors?
And Then There's Compliance
Voices from the Classroom
Marketing to Male Clientele
Lasers in the Esthetics Industry: Past, Present and Future
Unemployment’s Influence
2009 AACS Select Industry Partners
The Less Common Road
Candid Cameras
Regulatory Issues
CEA Convention
Early Warning Indicators
Beauty Schools 101
Multicultural Corner
Upcoming Events
New Products & Services
People & Places
2009 AACS Spring Management Conference
New School Member Profile
Look Who's Reading
Index to Advertisers

Beauty Link - Volume 1, Issue 2