With the men’s grooming industry booming, male-marketed products being released in droves and men finally starting to accept what women have understood about necessary hair and beauty routines for decades, all salons should be aiming to capitalise on this new influx of clients.
Don’t think you need to be a barbershop to attract men into your salon. Here are our seven top tips in turning your space into a haven for your rapidly expanding male client list.
1. Make a male menu
A simple, streamlined men’s menu will heighten the specialisation and separation of the masculine side of your salon. Offer specific and comprehensive services, but don’t make it too over-the-top and complex.
2. Create a ‘male only’ area
Section off the ‘man cave’ area of your salon, and, space and finances permitting, turn it into the testosterone-filled man cave your clients may have always wanted. Sports on a big screen TV, leather seats, videos games in the waiting area and an overtly masculine aesthetic – what male would second guess a treatment after a game of FIFA?
3. Have male retail options
You may not think that specifically male grooming products make a difference, but at the recent Australian launch of Label.Men, the brand divulged that 1 in 5 men are drawn to products that are particularly marketed to men. It also found that three out of four men are keen retail shoppers, so there is a market to be had. A myriad of brands are releasing new male lines regularly, and with masculine scents, packaging and functions, these are the ranges you should have stocked on your shelves.
4. Pare down an overtly female aesthetic
Even if you have your men cordoned off behind the velvet rope of a man cave section, an obviously female waiting room or general area may make them feel out of place. Whether it comes down to scent, aesthetic or the vibe of the salon, try not to let the general areas of your salon scream ‘no men allowed’.
5. Rely on the power of referral
With your new male features in place, who better to send male clients your way than your existing clientele? Your female clients should have a husband, boyfriend, father, brother or friend they could introduce to your salon, so offer promotions that will reward them for their advocacy and start building relationships with new male clients.
6. Spell It Out
Your new services and décor will mean nothing if you don’t spread the word, so emails, signs around the reception desk and considerable space on your website and social media channels will alert clients old and new to either come in themselves or send someone else your way.
7. Train your staff
Male grooming has become such a trend that there is now a greater focus than ever on barbering education, with some institutions already offering a Certificate III in this area. Ensure your staff are qualified through internal education, brand-sponsored courses and the myriad of online sessions that exist in the world of barbering. Clipper art and hair tattooing bring an added level of creativity that will have your staff thinking about male grooming on a new level. Check out Greg Zorian on Styleicons Education as a good place to start.
It’s the new frontier of men’s styling and your salon could capitalise on this in full. INSTYLE July August will provide everything you need to know about this industry in a special new addition, coming soon. Watch out!
Click here for Styleicons|TV.