BeautyLink - Volume 6, Issue 1 - (Page 34)

SKIN CARE COUNCIL M-E-N: Interacting with the Male Market E: Education Education for the male client, as well as education for the esthetician, is an important part of success. * Be a skin health coach. Becoming your male client's skin health educator is a positive way to build repeat business. Most men have not learned how to properly take care of their skin and will welcome instruction. In order to provide male skin care services, an esthetician must be educated in skin structure and function, hair growth cycles and men's grooming, specifically shaving. N: No-Nonsense "Keep skin care instructions simple without long explanations, have a service menu that specifically states the benefits of the service and provide easyto-understand retail care products." BY SUSANNE SCHMALING 34 skin care market is vitally important for the licensed esthetician. Men are increasingly taking advantage of spa services and are becoming savvy about their skin care and appearance. Teaching your esthetic students how to work with men's skin is an important part of their esthetic training. Working with men's skin concerns requires a different type of approach and a good level of skin care education. Here is a simple system to teach your students about interacting with the male market. UNDERSTANDING THE MALE M: Message The message that is sent to male clients is important. From how the service menu is written to the atmosphere of your spa/salon, each aspect sends a message. Key things to keep in mind include: * Keep the environment clean and the décor unisex. According to the 2013 Male Consumer Insights survey done by ISpa, "cleanliness of the spa" is a primary influencer for men. * Make your services easy to understand. That deep hydrating European facial on your menu will not appeal to a male, but a deep cleansing skin treatment with herbal hot towels is something that will draw a man's interest. * Have a professional presence. How an esthetician, male or female, is dressed and conducts themselves is important. Because services require a certain amount of closeness with a client, it is important for the esthetician to always present a well groomed, modest and professional appearance. | B E A U T Y L I NK | PRE P-A-R A-T ION | 2014 No-nonsense means keeping it simple, avoiding drama and clearly explaining information such as the benefits of a particular service. Long, complicated explanations and providing too much personal information during a service will disengage the male client. * Use clear communication. Keep skin care instructions simple without long explanations, have a service menu that specifically states the benefits of the service and suggest easy-to-understand retail care products. * Show your expertise. Expertise comes from education, experience and confidence. Male clients are looking for an expert. Estheticians serve as important influencers when men are looking for a spa/salon to get services. This expertise can be expressed simply by being confident about the services, products and skin treatment philosophy recommended. * Keep your retail no nonsense. Retail inventory should include shaving products, sunscreen and moisturizer marketed for men or unisex. Price point is important-76 percent of men spend less than $10 per shaving product. Men who visit spas and get esthetic services spend more than $20 per product. The numbers reveal that good skin care education can really work. The skin care differences between men and women are unique but each skin care market requires knowledge of skin structure and function, product knowledge and professional treatments. With a little education, a motivated esthetician can make a big impact. Susanne Schmaling is the director of education for Associated Skin Care Professionals. She's a licensed esthetician, nail technician and experienced instructor with over 17 years' experience, has presented at conferences internationally and is the author of two books in Milady's Aesthetician Series.

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