Male waxing is becoming increasingly more popular as males seek to gain the feel-good confidence that waxing can achieve. Men are doing their research and becoming more aware of the options available when it comes to male grooming. It is safe to say that, in the past, the majority of men wouldn’t have the desire to walk into a spa looking for a wax; however, times have changed and male grooming is a fast-growing market with lots of options on the menu. Marketing to the male clientele will not only help you to grow your business, but it will also set you apart from others as you tailor your services for men.

EDUCATE

Men are often not aware of the benefits that waxing has, so educating them is important. Provide information on all of the services and benefits in your marketing materials. For example, having a separate one-page handout that is available in addition to your menu will help to answer any questions. Adding a section on your website to provide an overview on what to expect and the results will also prove beneficial. Include details on how waxing can reduce, slow, and soften hair regrowth and describe the hair-free, smooth skin results that waxing achieves. During the service, it is important to address any questions that they have, including aftercare. This is a perfect time to recommend any retail products that you feel might help them, such as ingrown hair products. Providing honest and concise answers, so there are no surprises, will allow you to build trust with clients.

CATER TO MEN

As many spas have a higher percentage of female clients versus male, they are naturally more experienced in welcoming females through their doors. Often, men can feel intimidated to enter and they may be nervous about someone seeing them. Having an alternative back door entrance or exit can be a simple way to separate your spa from others and create a less intimidating atmosphere for male clientele. Additionally, ensuring that the ambience and décor is gender neutral will help male clients feel more comfortable in the space.

CONSIDER THE PRODUCTS YOU ARE USING

Making the waxing service as comfortable as possible is key to having male clients return. Men are often more sensitive to the pain of waxing than women because their hair tends to be rooted more deeply. The hair shaft is also larger, which increases the chance that the follicle will become irritated when hair is removed. Also, male hair is often denser, so more hairs are removed per patch. There are various ways to minimize the pain associated with waxing, such as removing the hair in smaller patches and applying pressure longer after each pull. Use a high- quality wax product and apply an aftercare product, such as a soothing cream or ingrown solution. Using a wax formulated for male waxing can be advantageous, as it will pull the super stubborn, coarse hair that characterizes male hair. Additionally, using hard wax in smaller, more sensitive areas, such as around the neck, and for the male Brazilian will also help to improve comfort. There are continually new and innovative products available that are designed specifically for men. It is always good practice to stay informed of the trends and the product options available.

MARKET TO MEN THROUGH FEMALE CLIENTELE

Your female clients are often your best marketing tool when it comes to targeting males. Offer refer a friend discounts or run special promotions on male grooming services in order to grab the attention of more men. However, don’t forget to target males in your marketing efforts, as well. Making sure that it is no secret that you offer male waxing services, as not all spas do, is a great way to set your spa apart. Get creative with your marketing efforts and encourage current clients to spread the word.

The male grooming market continues to grow in size as males become more attuned to beauty trends and more comfortable with these services. As a waxing professional, it is important to understand how you can attract the male clientele into your spa for services in order to capitalize on this expanding segment and further increase overall profits.

Lindsay Miller is the president of LYCON Wax North America. Having first discovered LYCON Wax in the United Kingdom 10 years ago, she has dedicated her time to growing the brand across North America, including introducing LYCON to Canada. Training and product quality are extremely important to Miller and she prides herself on building a strong team around her that can offer the best customer experience possible. LYCON continues to be a market leader in hair removal wax and is used in top spas and salons around the world.