How to best serve our male clients at the spa
Tuesday, September 18, 2018
Let's face it, men probably make up the minority of the clients at your spa or medical spa. Unless you are running a facility that caters to this demographic exclusively, chances are you probably have about a 10 percent male clientele, at best.
But just because these gentlemen clients comprise the minority doesn't mean that we should be unprepared to serve them well. After all, many men are extremely invested in their appearance and are seeking out professional-grade products and services in increasing numbers.
In many cases, men may feel out of place or awkward in a female-dominated location like a spa, so it's our job as practitioners to keep their minds at ease and serve their skin care needs as thoroughly as we can.
Find out their level of commitment.
The best approach to serving your male clientele (or any client, really) is to start with a thorough consult with a skin analysis and frank discussion about goals. Discover why he is with you at the spa — is he looking for a quick fix? A long-term partnership for chronic skin care concerns like wrinkles or acne scars? Or did his significant other insist that he get his pores cleaned against his will?
Understanding why and how a client walks through your door imparts a tremendous amount of helpful information that will assist you going forward.
Set up a game plan.
It's important to be clear about which products and services are going to meet your male clients' needs and spell it all out for them. I recommend writing down a treatment plan that covers all of the recommended services and how they should best be scheduled for at least a six-to-nine month period.
Add on product recommendations and when/how much should be used morning and night. Having a visual reference is a great way to keep clients on track in an organized and transparent fashion.
This way, there are no surprises later in terms of different service recommendations or product homecare uses. Keeping the guessing out of great, professional skin care is the best way to keep clients engaged and on course.
Talk about skin care with precision.
Generally speaking, some men may not be wooed by elaborate packaging, fragrances, celebrity endorsements and trendy ingredients. Oftentimes, it's best to get straight to the point when it comes to at-home skin care product recommendations and talk about how they help the skin.
In essence, talk about what the products do and not what they are made of. For example, I like to explain cleansers in terms of refreshing the face and removing dirt and oil. A night cream would best be described as relieving dryness and softening wrinkles.
An eye product, like a gel or cream, will reduce puffiness, fine lines and dark circles. Spell it out. Paint a picture. And not only that, be sure to give thorough instructions (written down, of course) that illustrate exactly how much of the product to use (e.g. the size of a blueberry or a kernel of corn) and what time of day to apply it (morning or night).
Don't assume that male clients (or any client for that matter) will read the directions on the label before use. It's your job to inform them and explain everything completely before they leave the spa.
Make sure it fits their lifestyle and grooming habits.
Let's face it, there are just some things that many men do differently than the average woman client: shave their faces daily, go to the barber, maintain a beard or mustache, wear a suit and tie, and lift heavy weights at the gym.
It's not to say that women don't partake in any of these activities, but these are just a few lifestyle attributes to consider when recommending professional skin care services and products. Because in any case, if product offerings and spa service treatment schedules don't align with a lifestyle then your client will never achieve lasting results.
I always like to ask if my clients shower at night or in the morning. Are they showering at the gym or at home? What type of shaving method do they use: electric or wet? Are they prone to ingrown hairs? Do they use products for their beard or mustache? And what type of hair care products do they typically use: an all-in-one or multistep?
Finding skin care products that can multitask and work, for instance, as a moisturizer and aftershave will be very helpful. Product packaging can also play a part in lifestyle awareness if it is staying in the shower versus going into the gym bag or a briefcase.
And if you know that clients travel for work, workout with their trainers twice a week or work late during the week you will get useful information about when to safely schedule their in-spa treatments.
Obviously, we don't want our clients getting a facial and several units of Botox and heading into the gym right after. Lifestyle information is extremely important for treatment efficacy and safety.
Get the whole picture of your male client’s lifestyle, schedule, level of commitment and concerns and you will be able to create a lasting and effective relationship with them at your spa or medical spa.
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