Men are not only going to the spa more, they are also increasingly seeking out medical spa services, which poses the question, “What are you doing to capture potential male clients in your market?”
A recent report by the American Society of Plastic Surgeons showed that the number of cosmetic procedures among men in the United States increased by 2 percent last year, compared with 2009, and that men underwent more than 1.1 million cosmetic procedures, including both minimally invasive and surgical procedures.
Also, Americans spent almost $10.7 billion on cosmetic procedures in 2010, a slight increase over 2009’s $10.5 billion price tag, according to the ASPS’s estimates, which shows that it could do medical spas some good to pay attention to the Y chromosomes in their marketplace.
To capture more male clients means to welcome them with open arms through simple marketing gestures showing that men are just as much clients at a spa as women are. In fact, in 2010, men and women shared three out of the top five most popular procedures for each sex. These included lipoplasty, blepharoplasty (eyelids) and breast reduction or gynecomastia. The other two most popular procedures for men were rhinoplasty (nose job) and otoplasty (ear surgery). For women, they were breast augmentation and abdominoplasty.
In a back issue of Practical Dermatology, some simple pointers, still relevant today, are given to do just that. Here are a few:
Offer cosmeceuticals for men. Whether it be a unisex line, or a male-specific line, put some thought into your potential clientele and make sure you’re properly marketing the products you offer. Also take into consideration the impact of displaying products for men differently than others. Draw attention to the products instead of making the offerings look like an afterthought.
Let it be known that your spa offers services for both men and women. This can easily be done by simply incorporating language, where appropriate, in marketing materials that spells out the fact that your spa also caters to men. Also, make an effort from time-to-time to showcase your spa’s dual-gender appeal, Practical Dermatology suggests.
Display before and after images of male patients. We love this simple yet often-overlooked suggestion. Think of your before and after photos as a portfolio of your work – make it versatile and accurate by using patients you have actually treated and include a mix of men and women, as well as a variety of ethnicities. If resources or space are limited, choosing one or two popular treatments for men to highlight in these photos can still be effective in getting the message across that not only does your spa treat men, but that men are interested in these procedures as well.
Offer incentives for men, too. While women love to get little gifts after their spa treatments, like a beautifully scented lotion, or free tube of a new eye cream, men aren’t always interested in those products being offered. Still, that doesn’t mean they wouldn’t like a little gift after their service too. Integrate unscented lotions or creams and other gender-neutral perks, or think about offering male-specific perks like shaving kits, aftershave moisturizers, and products along those lines.