Men are just as concerned as women about their appearance; they’re just more quiet and discreet about it. This is why marketing to them, in this industry, requires a different approach. While women are still more likely to choose facial plastic surgery, men are also continuing to embrace aesthetic enhancements, skin care and grooming.

Men have become more open about their appearance in recent history since they now can see a correlation between their appearance events in their lives such as what happens to you in the workplace, which is becoming increasingly competitive. By taking better care of their appearance, men feel that they can get a step up on the competition.

To attract more male patients, it is important to know what procedures men are interested in. enhancements. Younger men in their 20s and 30s are looking into rhinoplasty and chin implants, while men in their 40s and 50s are interested in looking less tired so they are opting for eyelid procedures and neck lifts. In the non-invasive arena, men are becoming increasingly interested in BOTOX, peels, facials, and spa treatments as well. Men of all ages, incomes, backgrounds and lifestyles are now seeing spa services as part of an overall wellness and grooming plan.

When it comes to marketing these services to men, they are still different animals. Luring them in for any service—be it massage, or facial, body treatment or nail care—requires spa pros to speak a specific language. For example, offering a “haircut” to a man is different from offering a “hairdo”. The same applies for creating man-friendly facilities. While creating an instant “man cave” isn’t a simple task, there are other ways to tailor your spa space to an increasingly male clientele. Think strong showers, super hot steam rooms and well-spaced-out seating in your lounge. There are other ways to attract the male client to your aesthetic practice. Educating them about the benefits of treatments can help you gain their trust. Once guys get to know and trust the service provider, they’ll be more likely to try new services. Many guys come for a massage and, by the next visit, want a facial, massage and body scrub.

The language you use is also extremely important when it comes to targeting men. The word ‘beauty’ should be avoided, opting for ‘grooming’ instead. Men want to tend to themselves without minimizing their ‘manliness’. Men also don’t respond as well to the expression ‘antiaging,’ as they seem to prefer more direct, results-oriented words like ‘exfoliation’ and ‘cleansing.’

When it comes to reaching males, it’s best done through their wife or girlfriend, whose opinion they trust and value. It’s also important to convince them of the speed, convenience, and value of their treatments since they are often result-focused. Just keep in mind that marketing these services to men requires a tactful approach but can come with great benefits for your business.