Men having cosmetic treatments is on the rise. So why aren’t more practices and medspas catering to this growing and largely untapped customer base?
Younger men in their 20s and 30s are interested in rhinoplasty, non-surgical rhinoplasty, chin implants, and chin contouring, as well as laser hair removal and acne therapies. These patients are very Internet savvy and do their research online, so they know exactly what they want. They are also into non-invasive body shaping and sculpting.
In their 40s and 50s, men are interested in looking less tired and skin rejuvenation treatments, so they are opting for eyelid procedures, neck fixes, BOTOX injections for furrowed brows and fillers for nasolabial folds, and hair restoration.
Fat reduction of the neck and jawline and skin tightening methods can deliver big rewards for guys looking for an easy fix. Non-surgical methods such as Coolsculpting and truSculpt for fat deposits, radiofrequency microneedling systems for skin firming, acne scarring, lines and wrinkles can yield great results for men. Their rationale is often that they work hard and work out, but no amount of crunches will help a saggy neck. Another procedure in demand by men is high definition liposuction and with Emsculpt to sculpt six pack abs.
But their rejuvenation goals and aesthetic goals are different, so is their skin which is thicker and their tolerance for downtime and pain, which is next to zero. They also have different expectations and demands about how they are handled. Early AM and late PM and weekend appointments are a big plus, make sure you have wi-fi, and don’t keep them waiting too long to get in to be treated.
Educate them about the benefits of the treatments you are recommending, and they may go for it. Trust is very important. Once guys get to know and trust you, they are less likely than women to shop around and maybe open to trying more of what you offer. Men who care about the way they look will spend money on grooming and they don’t need to ask for permission.
Use more neutral words and avoid girly phrases like “beauty therapy” and “anti-aging” that can sound too fluffy. Try words like “grooming” and “natural” which can be perceived as more manly. They are also very open to things that are high tech, fast, convenient and painless with no aftercare involved. A one off treatment will be an easier sell than a lengthy series of treatments, because getting them to keep their appointments and come back frequently can be a challenge.
The best way to reach men is online and also through their wives, girlfriends, sisters and friends. By creating a comfortable environment and promotions that speak to them, you can attract more guys as clients and patients, but don’t expect them to send their buddies. They are not too eager to talk about the stuff they have had done.
Need some help to drive more men into your practice? Reach out to us Anne@wendylewisco.com
