We all know the stereotype of the salon being a ladies-only space. Whether it’s vintage photos from the fifties of the gals chatting up a storm while they get their hair blow-dried, movies like Steel Magnolias, or just that iconic image of a woman wrapped in a towel, a mud pack on her face and cucumbers on her eyes, grooming beyond a shave and a haircut has traditionally been something only women do.
These days, however, men’s grooming is a booming industry. A full 25% of salon customers in 2015 where men, and it was estimated that the men’s grooming industry would bring in $21 billion in revenue in 2016. Much of this revenue is generated via men’s grooming products, given that companies are wisely packaging hair care products, shave products, and even face care products like oils, lotions, toners, and scrubs, to appeal to men. At salons all over the world, haircuts and shaves remain the most popular services among men, but more and more men are also becoming interested in more advanced grooming, requesting facials, massages, and hair removal. This growing men’s grooming market is a golden opportunity for savvy health and beauty pros who want to attract—and retain—new clientele.
Let’s be clear—we’re not talking about barbershops here. We’re talking about salons like yours—salons in Lawton—offering services for men, as well as the typical services women enjoy. While barbershops these days cater to men’s interests by featuring cigar bars or sports themes, or by specializing in mustaches, beards, and “manly” manicures, there’s no reason a more standard salon can’t attract a male clientele.
A 2015 study revealed that 81% of salons don’t have a male-focused marketing program. That’s a huge opportunity for salon owners like you to explore. So, how do you tap into this? Well, men report that cost and convenience are two of the most important factors they consider when choosing a salon. Cleanliness and value are the other two top factors. That means that salon owners like you who are already in a convenient location can easily advertise and attract a male clientele. (Hint: use social media!)
There’s a strange old saying in men’s grooming that you should never go to your woman’s hair salon. Here at Salons de Beauté, we think that attitude is old-fashioned. There’s no reason men and women can’t enjoy the same salon, even if they’re dating. In fact, offering a couple’s discount might be just the way to get the significant others of your clients in the door. Just remember, men value frankness. Surveys have shown that 50% of men who are unhappy with a haircut tell their stylist on the spot. So, cultivate an open relationship with your male clients, whether they’re the significant other of a regular, or just walk through the door because you advertise men’s styles and male-oriented grooming products and treatments!