BeautyLink - Volume 6, Issue 1 - (Page 12)

MANLINK BY BEAUTYLINK STAFF "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." -Tonya Hanna 12 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
Superstar Graduate
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